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How many instagram users in the world


How Many People Use Instagram? 95+ User Statistics (2022)

Since its launch in October 2010, Instagram has seen a meteoric rise to 1 billion active users, making it one of the top 4 social networks worldwide. How does that translate into terms of scale? Well, almost one-quarter of the world’s active internet users will access the app EACH month!

So how many people use Instagram right now in 2022?

In this data-driven roundup on the platform’s users and demographics, you’ll see exactly why Facebook paid $1 billion in cash and stock to buy the photo-sharing platform 24 months after launch.

  • Instagram Statistics (Top Picks)
  • How Many People Use Instagram? MAU vs. DAU
  • Number of Instagram Monthly Active Users (MAU’s)
  • Number of Instagram Daily Active Users (DAU’s)
  • Instagram User Growth Rate History
  • Number of Fake Instagram Bot Accounts
  • Most Instagram Users By Country
  • Ranked 4th: Most Used Social Media Platforms Worldwide
  • Popular Instagram User Demographics
  • Average number of Instagram Followers
  • Average Time Spent On Instagram Per Day
  • What’s The Best Time To Post On Instagram?
  • How Many Employees Does Instagram Have?

People visit Instagram’s free app to connect, discover, and be inspired. These emotional ties make it the ultimate platform for brands to connect with their audience, as well as taking advantage of influencer marketing opportunities.

Let’s dive into the most jaw-dropping discoveries from one of the most popular Android and iOS apps to date:

Instagram Statistics (Top Picks)

  • MAUs – Instagram monthly active users: 1 billion monthly active users access the Instagram app globally.
  • DAUs – Instagram daily active users: 500 million daily active users access the Instagram app globally.
  • Instagram Stories surpassed rival Snap Chat’s 150 million DAU’s in 8 months, now reaching 500 million people a day.
  • At 1.386 billion (in terms of potential ad reach) Instagram is ranked as the 4th most popular social network by number of users. In front are Facebook 2.85b, YouTube 2.29b and WhatsApp 1.6b.
  • 23.92% of the 4.18 billion active mobile internet users access Instagram monthly, the same amount of people that live in Europe and North America combined.
  • 9.5% or 95 million Instagram users could be fake bots according to a Ghost Data report, costing brands $1.3 billion in 2019.
  • Instagram is most popular in India, with 180 million users, followed by the United States (170 million), Brazil (110 million), Indonesia (93 million), and Russia (61 million).
  • People spend an average of 29 minutes a day on Instagram – Users under the age of 25 spent 32 minutes and 24 minutes for those over 25.
  • Instagram now has just 450 employees servicing over 1 billion users, compared to its parent company, Facebook, which has 58,000 employees for its 2.9 billion user base.
  • Cristiano Ronaldo owns the influencer account with the most followers, equaling 33.9% of all monthly active Instagram users.

How Many People Use Instagram? MAU vs. DAU

Social networks are typically ranked and measured by the size of their active user base on a monthly and daily basis.

Monthly Active Users Definition (MAU’s): These are registered and logged-in users who visit Instagram’s App or web application within 30 days from the date of measurement.

Daily Active Users Definition (DAU’s): These are registered and logged-in users who visit Instagram’s App or web application every day.

According to Instagram’s parent company Facebook’s latest announcements, the current known number of Instagram users is 1 billion monthly active users (MAU’s) and 500 million daily (DAU’s).

In recent years, Instagram’s MAU’s growth rate has decelerated where some territories like the United States are full of users. However, they’ve still added over 100 million new user accounts year-over-year as they expand globally.

Number of Instagram Monthly Active Users (MAU’s)

The last official release confirmed the number of people on Instagram is currently over 1 billion monthly active user accounts (200 million increase in 9 months). The 1 billion MAUs made Instagram the 6th largest social network worldwide, with 23.92% of the world’s 4.18 billion mobile internet users access the app monthly.

Key Statistics:

  • According to the latest official data, Instagram has 1 billion monthly active users (MAU’s) globally.
  • Right now, the country with the largest addressable Instagram ad audience size is in India 180 million, followed by the United States (170 million) and Brazil (110 million).
  • 28.88% of the world’s 4.8 billion active internet users regularly access Instagram.
  • 26.3% of the world’s 5.27 billion active mobile phone users access Instagram.
  • 30.94% of the world’s 4.48 billion active social media users access Instagram regularly.
  • 17.54% of the world’s 7.9 billion population uses Instagram monthly.
  • Instagram’s monthly user base is the same as the total population of Europe and North America combined.

Sources: (Facebook) (Statista) (Mention) (Worldometers) (WordPopulationReview) (Statista) (Statista)

Instagram’s MAU timeline:

After the owners Kevin Systrom and Mike Krieger changed its name from Burbn, Instagram launched a year later on October 6th, 2010, and snatched up 100,000 users in a week!

In 67 days, Instagram hit 1 million monthly users, and by February 2011, funding from investors resulted in the app getting valued at $25 million.

It took Instagram a year to hit 10 million MAU’s. Then with the launch of an iPhone app, Facebook acquired the social network after 24 months of the original release date with 30 million monthly active users.

Notable Instagram MAU milestones:

  • February 2013: Instagram hit 100 million users (MAU)
  • June 2016: Instagram hit 500 million users (MAU)
  • June 2018: Instagram hit 1 billion users (MAU)

Next up, let’s see how many of those monthly users access the photo-sharing app daily.

Number of Instagram Daily Active Users (DAU’s)

According to the latest DAU data, 500 million people around the world are actively using Instagram daily. Meaning, globally 1 in 8 people with mobile internet access it at least once every 24 hours, and Instagram’s daily users are higher than the population of South America.

Key Statistics:

  • Instagram has 500+ million daily active users (DAUs) globally, ranking it second behind Facebook for the social network with the highest daily logins.
  • The company reports that 500+ million daily users interact with Instagram Stories, up from June 2018’s 400 million.
  • It took Snapchat 6 years to hit 150 million daily active users, Instagram’s story usage surpassed that milestone in 8 months from launch.
  • 11.01% of the world’s 4.54 billion active internet users access Instagram daily.
  • 11.96% of the world’s 4.18 billion active mobile internet users access Instagram daily.
  • 13.15% of the world’s 3.8 billion active social media users access Instagram daily.
  • 6.43% of the world’s 7.77 billion population uses Instagram daily.
  • Instagram’s daily user base is 70 million more than the total population of South America.

Sources: (Facebook) (Statista) (Worldometers) (WordPopulationReview) (Statista) (Recode)

Instagram’s Daily Users Exploded:

When looking at how many people use Instagram daily since launch, it’s clear to see that the abundance of new features they’ve added has made a big impact on the stickiness of the app.

If we looked back in October 2016, Instagram had 550 million monthly users with only 100 million daily users, meaning only about 18% of their user base would visit the app each day.

Fast forward to now, and over 50% of the monthly users interact with the app daily due to some impressive user-centric feature releases:

  • Instagram Stories: 24-hour photo and video montages.
  • Ephemeral messages: Private messaging media that deletes after viewing.
  • Feed algorithm: Orders your feed by posts their computer modelling thinks you’ll like.
  • IGTV: Post longer videos, removing the previous limits.
  • Live video: Broadcast videos to your followers, who can comment.
  • Instant translation: The ability to translate comments, captions, and profiles helped their expansion outside non-English speaking territories.
  • Reels: Create fun 15-second videos. Instagram’s answer to TikTok.

Instagram’s Stories DAU timeline:

On August 2nd, 2016, Instagram released a ‘stories’ feature to give its users 24-hour video and photo sequences that disappear like Snapchat. In October 2016 (within two months), they had 100 million users interacting with their new stories function daily.

Parent company Facebook loves to flex on significant growth milestones publically. Eight months after launch, it was made public that Instagram stories overtook the 150 million daily active users of rival Snapchat.

Notable Instagram story DAU milestones:

  • October 2016: Instagram stories hit 100 million users (DAU)
  • June 2017: Instagram stories hit 250 million users (DAU)
  • January 2019: Instagram stories hit 500 million users (DAU)

In January 2019, the media sharing platform also reported 500+ million daily active users interacting with their stories feature. It took four years for nearly all of Instagram’s daily active users to also interact with stories daily.

Instagram User Growth Rate History

According to Instagram’s growth rate data, the company has been adding over 100 million new users every 4 to 9 months – This user growth rate has been consistent since 2014. However, between September 2017 and June 2018, the company had a massive 200 million increase in new user growth. From 2018 to 2019, the user growth rate reverted to a steadier 6.7%.

Global Instagram Monthly Active User Growth Rate

Below is the latest data made available in 2020 via Instagram (Facebook).

  • Sep-14 to Jun-18 – 200 Million user growth in 9 months
  • Apr-17 to Sep-17 – 100 Million user growth in 6 months
  • Dec-16 to Apr-17 – 100 Million user growth in 4 months
  • Jun-16 to Dec-16 – 100 Million user growth in 6 months
  • Sep-15 to Jun-16 – 100 Million user growth in 9 months
  • Dec-14 to Sep-15 – 100 Million user growth in 9 months
  • Mar-14 to Dec-14 – 100 Million user growth in 9 months

An eMarketer study estimated that Instagram’s growth in the US is slower in older age groups, while users aged 25 to 34 are joining the platform like wildfire.

Another interesting estimate they’ve made is about the US growth of the platform:

US Instagram Monthly Active User Growth Rate

  • 2023’s estimated growth is +1.8% in US Instagram users
  • 2022’s estimated growth is +2.2% in US Instagram users
  • 2021’s growth is +3.7% in US Instagram users
  • 2020’s growth is +6.2% in US Instagram users

*Estimated growth data from eMarketer

As the platform has become more accessible to the world with new features like instant translation, Instagram has seen some impressive growth outside of the US.

What you have to consider with Instagram’s growth is that there are only 3.5 billion smartphone users worldwide, and so far, a whopping 28.57% of them have the app.

Instagram App Penetration Rates vs. Smartphone Users

Below, we see Instagram’s estimated penetration rates in the top countries by the number of Instagram users.

Some developing countries have HUGE populations but low smartphone adoption rates. Like parent company Facebook, these territories are where Instagram will see the most growth in years to come:

Instagram usage figures by top 10 countries
Country Total population (MM) Smartphone owners (MM) Smartphone penetration (%) Instagram users (MM) Instagram penetration (%)
USA 329 260 79.1 120 46.2
India 1370 346 25.3 80 23. 1
Brazil 212 96.9 45.6 77 79.5
Indonesia 270 83.9 31.1 63 75.1
Russia 144 95.4 66.3 44 46.1
Turkey 83 44. 8 54 38 84.8
Japan 127 72.6 57.2 29 39.9
United Kingdom 67 55.5 82.9 24 43.2
Mexico 132 65.6 49. 5 24 36.6
Germany 82.4 65.9 79.9 21 31.9

As you can see below, an estimated 46.2% of all smartphone owners in the US, regardless of age, have Instagram installed on their phones. Brazil, Indonesia, and Turkey are the countries that have the highest app adoption, leaving little room for market growth.

Sources: (eMarketer) (Statista) (Statista) (BankMyCell)

Number of Fake Instagram Bot Accounts

In 2020, the current number of fake bot accounts on Instagram was 95 million, which means 9.5% of their 1 billion monthly users are fake profiles. Instagram’s fake bot accounts cost brands an estimated $1. 3 billion in a year in the influencer advertising economy, according to cybersecurity firm Cheq projects.

Key Statistics:

  • Instagram bot accounts could be as much as 95 million of the 1 billion monthly active users, according to a Ghost Data Report.
  • The number of Instagram bot accounts in 2015 was 7.9% and has risen to 9.5% in 2019.
  • Influencers get paid in part for the audience size, and, if they’re full of bots, brands are the ones losing money in the influencer economy.
  • An influencer with 42,575 followers can expect to earn $37,442 annually if they post a steady 8 posts and 8 stories a month. That’s an amount equivalent to the average UK salary.
  • Fake bot fans cost brands $1.3 billion in 2019, according to Cheq projects, a cybersecurity firm for digital media.
  • Influencers with under 10,000 followers get paid around $88 to post.
  • Influencers with under 100,000 followers get paid around $200 to post.
  • Influencers with 250,000 to 500,000 followers will get paid around $670 per post.
  • Influencers with over 1 million followers will get paid around $1,870 per post

Sources: (Ghostdata) (WSJ) (Wired) (PetalCard)

Due to its media sharing nature, Instagram is a key player in the influencer economy, where people earn money, in part, for the size of your account in terms of followers.

If you’re a brand, it’s not very reassuring to know that 9.5% of your campaign spend is going on fake bot accounts on Instagram.

Parent company Facebook is excellent at taking down fake accounts on its own platform. However, Instagram is much more vulnerable to fake bot users as videos and photos go viral a lot quicker, making it difficult to crawl the platform and flag keywords or patterns of abuse.

This doesn’t mean Instagram hasn’t been fighting back, and Facebook has over 20,000 security staff that work towards identifying fake users and harmful activity on their family of products.

Instagram’s crackdown on fake bot users has even resulted in the closure of third-party fake follower services, but the war is far from over!

Most Instagram Users By Country

Next up, we look at which country has the most Instagram users.

In 2021, 87.77% of Instagram’s 1.39 billion users that can be potentially reached with adverts on the platform are outside the US. The countries with the most active accounts accessing the photo-sharing app are India with 180 million users, followed by the United States with 170 million, Brazil (110 million), Indonesia (93 million), and Russia (61 million).

This international presence, you see below, makes Instagram especially appealing to both influencers and brands for advertising:

Instagram usage figures by top 10 countries – Source: (Statista)
Country Instagram users (MM)
India 180
United States 170
Brazil 110
Indonesia 93
Russia 61
Turkey 50
Japan 48
Mexico 37
United Kingdom 29
Germany 27

How Many Americans Use Instagram?

According to the latest data, America is the country with 170 million users accessing the photo-sharing app monthly. Market share wise, 17% of the 1 billion monthly active Instagram accounts are in the US, making up 46.2% of all US smartphone users.

Ranked 4th: Most Used Social Media Platforms Worldwide

In 2021, Instagram is currently ranked 4th out of all social media networks worldwide, with over 1 billion people using the app each month. Parent company Facebook owns four of the six top-ranked social networks (Facebook, WhatsApp, Messenger, and Instagram).

Right now, there are over 4.48 billion social media users globally. Hopefully, that will put some perspective on how dominant some of the players in the table below genuinely are!

Most popular social media by number of active users – Source: (Statista)
Platform Active users
Facebook 2.853 billion
YouTube 2. 291 billion
WhatsApp 1.6 billion
Instagram 1.386 billion
FB Messenger 1.3 billion
WeChat 1.242 billion
TikTok 732 million
QQ 606 million
Douyin 600 million
Telegram 550 million
Sina Weibo 530 million
Snapchat 514 million
Kuaishou 481 million
Pinterest 478 million
Reddit 430 million
Twitter 397 million
Quora 300 million

Popular Instagram User Demographics

The United States has 120 million users, making it the most popular country for the number of active accounts on the app. In the US, 75% of people aged 18-24 use Instagram making up the largest group by age, followed by 57% of 25-30 year-olds.

Launching in 2010, Instagram has had plenty of time to become part of the younger generation’s lives. So much so, over half of millennial’s use Instagram, and two-thirds of generation Z, with 35% stating it’s their favorite social network.

Next up, we take a look at the current demographics of the world’s biggest social media platform.

Instagram user demographics by gender

More females than males are using Instagram. However, the users by gender are evenly split.

  • Globally: 51.4% of females and 48.6% of males use the app.
  • United States: According to a study of US adults, 36% of men and 44% of women use the app.

Average age of an Instagram user

According to a Pew Research study of Americans, Instagram is the most popular app among 18 to 24-year-olds, with rival Snapchat coming in a close second. Though the study did not include newcomer TikTok.

To get an idea of who uses Instagram the most, here’s a breakdown of the platforms age-related demographics among US adults:

  • 71% of people aged 18-29 have active Instagram accounts
  • 48% of people aged 30-49 have active Instagram accounts
  • 29% of people aged 50-64 have active Instagram accounts
  • 13% of people aged 65+ have active Instagram accounts

US Regional demographics of Instagram users

  • 45% of people living in an urban area use the app
  • 41% of people living in a suburban area use the app
  • 25% of people living in a rural area use the app

Instagram user education demographics

  • 33% of people educated at high school or less use the app
  • 37% of people educated at the college level use the app
  • 43% of people educated at more than college-level use the app

Instagram user income demographics

  • 35% of people earning less than $29,999 use the app
  • 39% of people earning between $30,000 to $74,999 use the app
  • 42% of people earning more than $75,000 use the app

Source: (Statista) (PEWResearch) (Statista)

Average number of Instagram Followers

According to a study by Mention, the majority of Instagram users have less than 1,000 followers. Brands turn to micro-influencers to promote their products, typically with 50,000 to 100,000 followers.

As you’ll see below from the breakdown of users and followers, this is only 0.94% of the platform’s total population.

Average number of Instagram followers

  • 53.62% of users have less than 1,000 followers
  • 38.03% of users have 1,001 to 10,000 followers
  • 6.2% of users have 10,001 to 50,000 followers
  • 0.94% of users have 50,001 to 100,000 followers
  • 0.94% of users have 100,001 to 500,000 followers
  • 0.27% of users have 500,001 to 10+ million followers

Top 10 most-followed Instagram accounts

Ignoring Instagram’s profile as the number one followed account on its platform, the top-ranked list is like a who’s who from music, sports, and entertainment. Some celebs on the list like Kylie Jenner and Kim Kardashian enhanced their fame and income through social media platforms like this.

Cristiano Ronaldo is the most followed profile on Instagram, so much so, every 1 in 5 people that have Instagram follow him – 209 million followers at 20. 9% of the platform’s total user base.

  1. Instagram – 421 million followers
  2. Cristiano Ronaldo – 339 million followers
  3. The Rock – 268 million followers
  4. Ariana Grande – 265 million followers
  5. Kylie Jenner – 265 million followers
  6. Lionel Messi – 262 million followers
  7. Selena Gomez – 260 million followers
  8. Kim Kardashian – 251 million followers
  9. Beyoncé – 206 million followers
  10. Justin Bieber – 194 million followers

Source: (BrandWatch) (Statista)

Average Time Spent On Instagram Per Day

According to their press release, globally, people spend an average of 28 minutes a day on Instagram. That number can get split down into users aged under 25 years old, spending 32 minutes a day, and users aged 25 and over, spending 24 minutes a day on the app (on average).

The release of Instagram Stories in 2016, with features like Boomerang, and stickers have also contributed to increasing the amount of time people spend on Instagram.

Key Statistics:

  • The average time spent on Instagram a day is 29 minutes
  • Users aged below 25 years old spend 32 minutes a day, on average
  • According to this data, the average Instagram user under the age of 25 will spend over eight days a year on the platform
  • Users aged 25 or over will spend 24 minutes a day, on average
  • According to this data, the average Instagram user over the age of 25 will spend over six days a year on the platform
  • In comparison, the average user spends 1 hour and 15 minutes per day on social media
  • According to this data on all platforms, the average person over the age of 18 will spend over 19 days a year on social media

Source: (Instagram) (eMarketer)

What’s The Best Time To Post On Instagram?

On average, the best time to post on Instagram is between 10:00 pm and 2:00 pm CDT (Central Daylight Time). However, posting on different days of the week can considerably alter your follower’s engagement levels.

What are the best days to post on Instagram? Wednesday at 11:00 am, and Friday between 10:00 am to 11:00 am.

Best Times to Post on Instagram Daily

Here we have the most popular traffic and engagement times on Instagram, and overall you want to avoid posting on Sunday as it has the lowest user interaction out of the seven days.

  • Monday: 10:00 am – 3:00 pm (Best engagement time: 12:00 noon)
  • Tuesday: 10:00 am – 4:00 pm (Best engagement time: 1:00 pm*)
  • Wednesday: 10:00 am – 3:00 pm (Best engagement time: 11:00 am)
  • Thursday: 10:00 – 3:00 pm (Best engagement time: 11:00 am)
  • Friday: 10:00 am – 2:00 pm (Best engagement time: 11 am)
  • Saturday: 10:00 am – 12:00 pm (Best engagement time: 10:00 am)
  • Sunday: 9 am – 3:00 pm (Best engagement time: 10:00 am)

*One off engagement spike outside of the standard peak times.

What About Time Zones?

If you have followers split across different countries or even east/west coast of America, this can make a difference to your engagement.

The simplest way of tackling this is to use Instagram’s insights tool, the free analytics available in the app to all professional account users.

  1. Go to your profile page, and click the menu icon in the top right
  2. Click on insights from the list
  3. Click on the audience tab
  4. Then, scroll down to the Cities and location section

By checking this data out, you can work out what time zones the majority of your users are in, then plan your posts around that with the top engagement times I’ve added above!

Sources: (SproutSocial) (HubSpot)

How Many Employees Does Instagram Have?

The current number of people that work at Instagram is 450 employees, servicing 1 billion monthly users. This is a small number compared to the parent company Facebook, which has over 58,600 dealing with 2.9 billion users.

By comparison, Instagram has always managed to run on a small team when compared to other popular social media players. Twitter, for example, has 6,600 employees servicing almost one-third of the monthly active users Instagram has.

Before selling for half a billion, Instagram only had 13 employees

  • 2009 Kevin Systrom starts working on Burbn (Instagram)
  • 2010 Mike Krieger joined the project, totaling two employees
  • 2012 grows to 13 employees and 30 million users, and Facebook acquires them for $500 million

Sources: (Vox) (Wikipedia) (Statista) (Facebook) (Twitter)

Conclusion

There you have it, that’s it for my Instagram user base statistics.

This roundup was a tough one to put together as Facebook doesn’t regularly publish as much data about the other platforms they own, even the second most logged-in social network Instagram.

Now I’d like to hear from you:

What else would you like to see added to this roundup? Or have a question?

Either way, please jump in and leave a comment below.

How Many People Use Instagram? 95+ User Statistics (2022)

Since its launch in October 2010, Instagram has seen a meteoric rise to 1 billion active users, making it one of the top 4 social networks worldwide. How does that translate into terms of scale? Well, almost one-quarter of the world’s active internet users will access the app EACH month!

So how many people use Instagram right now in 2022?

In this data-driven roundup on the platform’s users and demographics, you’ll see exactly why Facebook paid $1 billion in cash and stock to buy the photo-sharing platform 24 months after launch.

  • Instagram Statistics (Top Picks)
  • How Many People Use Instagram? MAU vs. DAU
  • Number of Instagram Monthly Active Users (MAU’s)
  • Number of Instagram Daily Active Users (DAU’s)
  • Instagram User Growth Rate History
  • Number of Fake Instagram Bot Accounts
  • Most Instagram Users By Country
  • Ranked 4th: Most Used Social Media Platforms Worldwide
  • Popular Instagram User Demographics
  • Average number of Instagram Followers
  • Average Time Spent On Instagram Per Day
  • What’s The Best Time To Post On Instagram?
  • How Many Employees Does Instagram Have?

People visit Instagram’s free app to connect, discover, and be inspired. These emotional ties make it the ultimate platform for brands to connect with their audience, as well as taking advantage of influencer marketing opportunities.

Let’s dive into the most jaw-dropping discoveries from one of the most popular Android and iOS apps to date:

Instagram Statistics (Top Picks)

  • MAUs – Instagram monthly active users: 1 billion monthly active users access the Instagram app globally.
  • DAUs – Instagram daily active users: 500 million daily active users access the Instagram app globally.
  • Instagram Stories surpassed rival Snap Chat’s 150 million DAU’s in 8 months, now reaching 500 million people a day.
  • At 1.386 billion (in terms of potential ad reach) Instagram is ranked as the 4th most popular social network by number of users. In front are Facebook 2.85b, YouTube 2.29b and WhatsApp 1.6b.
  • 23.92% of the 4.18 billion active mobile internet users access Instagram monthly, the same amount of people that live in Europe and North America combined.
  • 9.5% or 95 million Instagram users could be fake bots according to a Ghost Data report, costing brands $1.3 billion in 2019.
  • Instagram is most popular in India, with 180 million users, followed by the United States (170 million), Brazil (110 million), Indonesia (93 million), and Russia (61 million).
  • People spend an average of 29 minutes a day on Instagram – Users under the age of 25 spent 32 minutes and 24 minutes for those over 25.
  • Instagram now has just 450 employees servicing over 1 billion users, compared to its parent company, Facebook, which has 58,000 employees for its 2.9 billion user base.
  • Cristiano Ronaldo owns the influencer account with the most followers, equaling 33.9% of all monthly active Instagram users.

How Many People Use Instagram? MAU vs. DAU

Social networks are typically ranked and measured by the size of their active user base on a monthly and daily basis.

Monthly Active Users Definition (MAU’s): These are registered and logged-in users who visit Instagram’s App or web application within 30 days from the date of measurement.

Daily Active Users Definition (DAU’s): These are registered and logged-in users who visit Instagram’s App or web application every day.

According to Instagram’s parent company Facebook’s latest announcements, the current known number of Instagram users is 1 billion monthly active users (MAU’s) and 500 million daily (DAU’s).

In recent years, Instagram’s MAU’s growth rate has decelerated where some territories like the United States are full of users. However, they’ve still added over 100 million new user accounts year-over-year as they expand globally.

Number of Instagram Monthly Active Users (MAU’s)

The last official release confirmed the number of people on Instagram is currently over 1 billion monthly active user accounts (200 million increase in 9 months). The 1 billion MAUs made Instagram the 6th largest social network worldwide, with 23.92% of the world’s 4.18 billion mobile internet users access the app monthly.

Key Statistics:

  • According to the latest official data, Instagram has 1 billion monthly active users (MAU’s) globally.
  • Right now, the country with the largest addressable Instagram ad audience size is in India 180 million, followed by the United States (170 million) and Brazil (110 million).
  • 28.88% of the world’s 4.8 billion active internet users regularly access Instagram.
  • 26.3% of the world’s 5.27 billion active mobile phone users access Instagram.
  • 30.94% of the world’s 4.48 billion active social media users access Instagram regularly.
  • 17.54% of the world’s 7.9 billion population uses Instagram monthly.
  • Instagram’s monthly user base is the same as the total population of Europe and North America combined.

Sources: (Facebook) (Statista) (Mention) (Worldometers) (WordPopulationReview) (Statista) (Statista)

Instagram’s MAU timeline:

After the owners Kevin Systrom and Mike Krieger changed its name from Burbn, Instagram launched a year later on October 6th, 2010, and snatched up 100,000 users in a week!

In 67 days, Instagram hit 1 million monthly users, and by February 2011, funding from investors resulted in the app getting valued at $25 million.

It took Instagram a year to hit 10 million MAU’s. Then with the launch of an iPhone app, Facebook acquired the social network after 24 months of the original release date with 30 million monthly active users.

Notable Instagram MAU milestones:

  • February 2013: Instagram hit 100 million users (MAU)
  • June 2016: Instagram hit 500 million users (MAU)
  • June 2018: Instagram hit 1 billion users (MAU)

Next up, let’s see how many of those monthly users access the photo-sharing app daily.

Number of Instagram Daily Active Users (DAU’s)

According to the latest DAU data, 500 million people around the world are actively using Instagram daily. Meaning, globally 1 in 8 people with mobile internet access it at least once every 24 hours, and Instagram’s daily users are higher than the population of South America.

Key Statistics:

  • Instagram has 500+ million daily active users (DAUs) globally, ranking it second behind Facebook for the social network with the highest daily logins.
  • The company reports that 500+ million daily users interact with Instagram Stories, up from June 2018’s 400 million.
  • It took Snapchat 6 years to hit 150 million daily active users, Instagram’s story usage surpassed that milestone in 8 months from launch.
  • 11.01% of the world’s 4.54 billion active internet users access Instagram daily.
  • 11.96% of the world’s 4.18 billion active mobile internet users access Instagram daily.
  • 13.15% of the world’s 3.8 billion active social media users access Instagram daily.
  • 6.43% of the world’s 7.77 billion population uses Instagram daily.
  • Instagram’s daily user base is 70 million more than the total population of South America.

Sources: (Facebook) (Statista) (Worldometers) (WordPopulationReview) (Statista) (Recode)

Instagram’s Daily Users Exploded:

When looking at how many people use Instagram daily since launch, it’s clear to see that the abundance of new features they’ve added has made a big impact on the stickiness of the app.

If we looked back in October 2016, Instagram had 550 million monthly users with only 100 million daily users, meaning only about 18% of their user base would visit the app each day.

Fast forward to now, and over 50% of the monthly users interact with the app daily due to some impressive user-centric feature releases:

  • Instagram Stories: 24-hour photo and video montages.
  • Ephemeral messages: Private messaging media that deletes after viewing.
  • Feed algorithm: Orders your feed by posts their computer modelling thinks you’ll like.
  • IGTV: Post longer videos, removing the previous limits.
  • Live video: Broadcast videos to your followers, who can comment.
  • Instant translation: The ability to translate comments, captions, and profiles helped their expansion outside non-English speaking territories.
  • Reels: Create fun 15-second videos. Instagram’s answer to TikTok.

Instagram’s Stories DAU timeline:

On August 2nd, 2016, Instagram released a ‘stories’ feature to give its users 24-hour video and photo sequences that disappear like Snapchat. In October 2016 (within two months), they had 100 million users interacting with their new stories function daily.

Parent company Facebook loves to flex on significant growth milestones publically. Eight months after launch, it was made public that Instagram stories overtook the 150 million daily active users of rival Snapchat.

Notable Instagram story DAU milestones:

  • October 2016: Instagram stories hit 100 million users (DAU)
  • June 2017: Instagram stories hit 250 million users (DAU)
  • January 2019: Instagram stories hit 500 million users (DAU)

In January 2019, the media sharing platform also reported 500+ million daily active users interacting with their stories feature. It took four years for nearly all of Instagram’s daily active users to also interact with stories daily.

Instagram User Growth Rate History

According to Instagram’s growth rate data, the company has been adding over 100 million new users every 4 to 9 months – This user growth rate has been consistent since 2014. However, between September 2017 and June 2018, the company had a massive 200 million increase in new user growth. From 2018 to 2019, the user growth rate reverted to a steadier 6.7%.

Global Instagram Monthly Active User Growth Rate

Below is the latest data made available in 2020 via Instagram (Facebook).

  • Sep-14 to Jun-18 – 200 Million user growth in 9 months
  • Apr-17 to Sep-17 – 100 Million user growth in 6 months
  • Dec-16 to Apr-17 – 100 Million user growth in 4 months
  • Jun-16 to Dec-16 – 100 Million user growth in 6 months
  • Sep-15 to Jun-16 – 100 Million user growth in 9 months
  • Dec-14 to Sep-15 – 100 Million user growth in 9 months
  • Mar-14 to Dec-14 – 100 Million user growth in 9 months

An eMarketer study estimated that Instagram’s growth in the US is slower in older age groups, while users aged 25 to 34 are joining the platform like wildfire.

Another interesting estimate they’ve made is about the US growth of the platform:

US Instagram Monthly Active User Growth Rate

  • 2023’s estimated growth is +1.8% in US Instagram users
  • 2022’s estimated growth is +2.2% in US Instagram users
  • 2021’s growth is +3.7% in US Instagram users
  • 2020’s growth is +6.2% in US Instagram users

*Estimated growth data from eMarketer

As the platform has become more accessible to the world with new features like instant translation, Instagram has seen some impressive growth outside of the US.

What you have to consider with Instagram’s growth is that there are only 3.5 billion smartphone users worldwide, and so far, a whopping 28.57% of them have the app.

Instagram App Penetration Rates vs. Smartphone Users

Below, we see Instagram’s estimated penetration rates in the top countries by the number of Instagram users.

Some developing countries have HUGE populations but low smartphone adoption rates. Like parent company Facebook, these territories are where Instagram will see the most growth in years to come:

Instagram usage figures by top 10 countries
Country Total population (MM) Smartphone owners (MM) Smartphone penetration (%) Instagram users (MM) Instagram penetration (%)
USA 329 260 79.1 120 46.2
India 1370 346 25.3 80 23. 1
Brazil 212 96.9 45.6 77 79.5
Indonesia 270 83.9 31.1 63 75.1
Russia 144 95.4 66.3 44 46.1
Turkey 83 44. 8 54 38 84.8
Japan 127 72.6 57.2 29 39.9
United Kingdom 67 55.5 82.9 24 43.2
Mexico 132 65.6 49. 5 24 36.6
Germany 82.4 65.9 79.9 21 31.9

As you can see below, an estimated 46.2% of all smartphone owners in the US, regardless of age, have Instagram installed on their phones. Brazil, Indonesia, and Turkey are the countries that have the highest app adoption, leaving little room for market growth.

Sources: (eMarketer) (Statista) (Statista) (BankMyCell)

Number of Fake Instagram Bot Accounts

In 2020, the current number of fake bot accounts on Instagram was 95 million, which means 9.5% of their 1 billion monthly users are fake profiles. Instagram’s fake bot accounts cost brands an estimated $1. 3 billion in a year in the influencer advertising economy, according to cybersecurity firm Cheq projects.

Key Statistics:

  • Instagram bot accounts could be as much as 95 million of the 1 billion monthly active users, according to a Ghost Data Report.
  • The number of Instagram bot accounts in 2015 was 7.9% and has risen to 9.5% in 2019.
  • Influencers get paid in part for the audience size, and, if they’re full of bots, brands are the ones losing money in the influencer economy.
  • An influencer with 42,575 followers can expect to earn $37,442 annually if they post a steady 8 posts and 8 stories a month. That’s an amount equivalent to the average UK salary.
  • Fake bot fans cost brands $1.3 billion in 2019, according to Cheq projects, a cybersecurity firm for digital media.
  • Influencers with under 10,000 followers get paid around $88 to post.
  • Influencers with under 100,000 followers get paid around $200 to post.
  • Influencers with 250,000 to 500,000 followers will get paid around $670 per post.
  • Influencers with over 1 million followers will get paid around $1,870 per post

Sources: (Ghostdata) (WSJ) (Wired) (PetalCard)

Due to its media sharing nature, Instagram is a key player in the influencer economy, where people earn money, in part, for the size of your account in terms of followers.

If you’re a brand, it’s not very reassuring to know that 9.5% of your campaign spend is going on fake bot accounts on Instagram.

Parent company Facebook is excellent at taking down fake accounts on its own platform. However, Instagram is much more vulnerable to fake bot users as videos and photos go viral a lot quicker, making it difficult to crawl the platform and flag keywords or patterns of abuse.

This doesn’t mean Instagram hasn’t been fighting back, and Facebook has over 20,000 security staff that work towards identifying fake users and harmful activity on their family of products.

Instagram’s crackdown on fake bot users has even resulted in the closure of third-party fake follower services, but the war is far from over!

Most Instagram Users By Country

Next up, we look at which country has the most Instagram users.

In 2021, 87.77% of Instagram’s 1.39 billion users that can be potentially reached with adverts on the platform are outside the US. The countries with the most active accounts accessing the photo-sharing app are India with 180 million users, followed by the United States with 170 million, Brazil (110 million), Indonesia (93 million), and Russia (61 million).

This international presence, you see below, makes Instagram especially appealing to both influencers and brands for advertising:

Instagram usage figures by top 10 countries – Source: (Statista)
Country Instagram users (MM)
India 180
United States 170
Brazil 110
Indonesia 93
Russia 61
Turkey 50
Japan 48
Mexico 37
United Kingdom 29
Germany 27

How Many Americans Use Instagram?

According to the latest data, America is the country with 170 million users accessing the photo-sharing app monthly. Market share wise, 17% of the 1 billion monthly active Instagram accounts are in the US, making up 46.2% of all US smartphone users.

Ranked 4th: Most Used Social Media Platforms Worldwide

In 2021, Instagram is currently ranked 4th out of all social media networks worldwide, with over 1 billion people using the app each month. Parent company Facebook owns four of the six top-ranked social networks (Facebook, WhatsApp, Messenger, and Instagram).

Right now, there are over 4.48 billion social media users globally. Hopefully, that will put some perspective on how dominant some of the players in the table below genuinely are!

Most popular social media by number of active users – Source: (Statista)
Platform Active users
Facebook 2.853 billion
YouTube 2. 291 billion
WhatsApp 1.6 billion
Instagram 1.386 billion
FB Messenger 1.3 billion
WeChat 1.242 billion
TikTok 732 million
QQ 606 million
Douyin 600 million
Telegram 550 million
Sina Weibo 530 million
Snapchat 514 million
Kuaishou 481 million
Pinterest 478 million
Reddit 430 million
Twitter 397 million
Quora 300 million

Popular Instagram User Demographics

The United States has 120 million users, making it the most popular country for the number of active accounts on the app. In the US, 75% of people aged 18-24 use Instagram making up the largest group by age, followed by 57% of 25-30 year-olds.

Launching in 2010, Instagram has had plenty of time to become part of the younger generation’s lives. So much so, over half of millennial’s use Instagram, and two-thirds of generation Z, with 35% stating it’s their favorite social network.

Next up, we take a look at the current demographics of the world’s biggest social media platform.

Instagram user demographics by gender

More females than males are using Instagram. However, the users by gender are evenly split.

  • Globally: 51.4% of females and 48.6% of males use the app.
  • United States: According to a study of US adults, 36% of men and 44% of women use the app.

Average age of an Instagram user

According to a Pew Research study of Americans, Instagram is the most popular app among 18 to 24-year-olds, with rival Snapchat coming in a close second. Though the study did not include newcomer TikTok.

To get an idea of who uses Instagram the most, here’s a breakdown of the platforms age-related demographics among US adults:

  • 71% of people aged 18-29 have active Instagram accounts
  • 48% of people aged 30-49 have active Instagram accounts
  • 29% of people aged 50-64 have active Instagram accounts
  • 13% of people aged 65+ have active Instagram accounts

US Regional demographics of Instagram users

  • 45% of people living in an urban area use the app
  • 41% of people living in a suburban area use the app
  • 25% of people living in a rural area use the app

Instagram user education demographics

  • 33% of people educated at high school or less use the app
  • 37% of people educated at the college level use the app
  • 43% of people educated at more than college-level use the app

Instagram user income demographics

  • 35% of people earning less than $29,999 use the app
  • 39% of people earning between $30,000 to $74,999 use the app
  • 42% of people earning more than $75,000 use the app

Source: (Statista) (PEWResearch) (Statista)

Average number of Instagram Followers

According to a study by Mention, the majority of Instagram users have less than 1,000 followers. Brands turn to micro-influencers to promote their products, typically with 50,000 to 100,000 followers.

As you’ll see below from the breakdown of users and followers, this is only 0.94% of the platform’s total population.

Average number of Instagram followers

  • 53.62% of users have less than 1,000 followers
  • 38.03% of users have 1,001 to 10,000 followers
  • 6.2% of users have 10,001 to 50,000 followers
  • 0.94% of users have 50,001 to 100,000 followers
  • 0.94% of users have 100,001 to 500,000 followers
  • 0.27% of users have 500,001 to 10+ million followers

Top 10 most-followed Instagram accounts

Ignoring Instagram’s profile as the number one followed account on its platform, the top-ranked list is like a who’s who from music, sports, and entertainment. Some celebs on the list like Kylie Jenner and Kim Kardashian enhanced their fame and income through social media platforms like this.

Cristiano Ronaldo is the most followed profile on Instagram, so much so, every 1 in 5 people that have Instagram follow him – 209 million followers at 20. 9% of the platform’s total user base.

  1. Instagram – 421 million followers
  2. Cristiano Ronaldo – 339 million followers
  3. The Rock – 268 million followers
  4. Ariana Grande – 265 million followers
  5. Kylie Jenner – 265 million followers
  6. Lionel Messi – 262 million followers
  7. Selena Gomez – 260 million followers
  8. Kim Kardashian – 251 million followers
  9. Beyoncé – 206 million followers
  10. Justin Bieber – 194 million followers

Source: (BrandWatch) (Statista)

Average Time Spent On Instagram Per Day

According to their press release, globally, people spend an average of 28 minutes a day on Instagram. That number can get split down into users aged under 25 years old, spending 32 minutes a day, and users aged 25 and over, spending 24 minutes a day on the app (on average).

The release of Instagram Stories in 2016, with features like Boomerang, and stickers have also contributed to increasing the amount of time people spend on Instagram.

Key Statistics:

  • The average time spent on Instagram a day is 29 minutes
  • Users aged below 25 years old spend 32 minutes a day, on average
  • According to this data, the average Instagram user under the age of 25 will spend over eight days a year on the platform
  • Users aged 25 or over will spend 24 minutes a day, on average
  • According to this data, the average Instagram user over the age of 25 will spend over six days a year on the platform
  • In comparison, the average user spends 1 hour and 15 minutes per day on social media
  • According to this data on all platforms, the average person over the age of 18 will spend over 19 days a year on social media

Source: (Instagram) (eMarketer)

What’s The Best Time To Post On Instagram?

On average, the best time to post on Instagram is between 10:00 pm and 2:00 pm CDT (Central Daylight Time). However, posting on different days of the week can considerably alter your follower’s engagement levels.

What are the best days to post on Instagram? Wednesday at 11:00 am, and Friday between 10:00 am to 11:00 am.

Best Times to Post on Instagram Daily

Here we have the most popular traffic and engagement times on Instagram, and overall you want to avoid posting on Sunday as it has the lowest user interaction out of the seven days.

  • Monday: 10:00 am – 3:00 pm (Best engagement time: 12:00 noon)
  • Tuesday: 10:00 am – 4:00 pm (Best engagement time: 1:00 pm*)
  • Wednesday: 10:00 am – 3:00 pm (Best engagement time: 11:00 am)
  • Thursday: 10:00 – 3:00 pm (Best engagement time: 11:00 am)
  • Friday: 10:00 am – 2:00 pm (Best engagement time: 11 am)
  • Saturday: 10:00 am – 12:00 pm (Best engagement time: 10:00 am)
  • Sunday: 9 am – 3:00 pm (Best engagement time: 10:00 am)

*One off engagement spike outside of the standard peak times.

What About Time Zones?

If you have followers split across different countries or even east/west coast of America, this can make a difference to your engagement.

The simplest way of tackling this is to use Instagram’s insights tool, the free analytics available in the app to all professional account users.

  1. Go to your profile page, and click the menu icon in the top right
  2. Click on insights from the list
  3. Click on the audience tab
  4. Then, scroll down to the Cities and location section

By checking this data out, you can work out what time zones the majority of your users are in, then plan your posts around that with the top engagement times I’ve added above!

Sources: (SproutSocial) (HubSpot)

How Many Employees Does Instagram Have?

The current number of people that work at Instagram is 450 employees, servicing 1 billion monthly users. This is a small number compared to the parent company Facebook, which has over 58,600 dealing with 2.9 billion users.

By comparison, Instagram has always managed to run on a small team when compared to other popular social media players. Twitter, for example, has 6,600 employees servicing almost one-third of the monthly active users Instagram has.

Before selling for half a billion, Instagram only had 13 employees

  • 2009 Kevin Systrom starts working on Burbn (Instagram)
  • 2010 Mike Krieger joined the project, totaling two employees
  • 2012 grows to 13 employees and 30 million users, and Facebook acquires them for $500 million

Sources: (Vox) (Wikipedia) (Statista) (Facebook) (Twitter)

Conclusion

There you have it, that’s it for my Instagram user base statistics.

This roundup was a tough one to put together as Facebook doesn’t regularly publish as much data about the other platforms they own, even the second most logged-in social network Instagram.

Now I’d like to hear from you:

What else would you like to see added to this roundup? Or have a question?

Either way, please jump in and leave a comment below.

How many users on Instagram: TOP active countries

The audience of Instagram, a service for quick photo sharing with convenient filters, is growing so fast that it is not easy to track how many users are on Instagram 10 years after the release. I’ll tell you in the article how many people in the world use this social network in 2020.

The Instagram audience is growing rapidly.

Content

  1. Popularity of Instagram
  2. Top 10 countries by Instagram usage
  3. USA
  4. India
  5. Brazil
    6. 9000 What publications can be found most often
  6. Other facts

The popularity of Instagram

This year the number of Instagram accounts exceeded 1.2 billion like once a month). nine0003

The app with the Polaroid icon is the second most downloaded in the AppStore, and the query "Instagram" is one of the ten most searched in Google. 63% of users visit the social network daily, about 40% visit it several times a day, of which 500 million view stories.

Top 10 countries by Instagram usage

Americans are the most active in posting and liking photos, followed by Indians.

I will list the countries where Instagram is very popular:

  1. USA - 120 million users;

  2. India - 75 million;

  3. Brazil - 69 million;

  4. Indonesia - 62 million;

  5. Turkey - 38 million;

  6. Russia - 37 million;

  7. Japan - 27 million;

  8. United Kingdom - 24 million;

  9. Mexico - 22 million;

  10. Germany - 20 million

    nine0008

USA

Approximately 37% of all citizens of the United States are registered in this social network. For them, Instagram is not only an entertainment portal, but also a business platform. Marketers spend 70% of their advertising budget on this network, with 31% going to stories and the rest going to newsfeed posts.

37% of US citizens are on Instagram.

India

This densely populated country stands out for its dramatic increase in internet users engaged on Instagram. Over the past year, the number of Indian accounts has increased by 20%. A new user is registered here every 2 seconds. nine0003

Brazil

A third of the Brazilian population visits this social network. Most of the users are women aged 25-34.

A third of the Brazilian population uses Instagram.

Indonesia

Unlike Brazil, in Indonesia the average user is a male aged 18-24. A fifth of Indonesians visit the social network every day.

Turkey

About 20% of Turkish media create news posts on Instagram. They are read by 56% of Turkish citizens.

In Turkey, news is broadcast on Instagram. nine0096 Russia

Every day, 29 million Russians access the social network and spend an average of 24 minutes on it. I myself can flip through stories on the way to school for at least half an hour. However, in Russia, people spend much more time and longer on Instagram from mobile devices than from computers. The majority of users are concentrated in million-plus cities, where 22% of the country's population lives.

Every fourth Muscovite and every fifth Petersburger have a special application in their phones.

Japan

Unlike other countries, in Japan, Instagram is inferior to Twitter in popularity, but overtakes Facebook.

In Japan, Twitter is more popular than Instagram.

United Kingdom

In the UK, the app was the second most popular app. It publishes 42% of all posts.

Mexico

Three quarters of Mexican profiles belong to women. Mexico is the second country in Latin America in terms of involvement in this social network.

Women in Mexico use Instagram. nine0096 Germany

Half of German companies promote products using stories.

The service was noticed on the world market 2 years after its launch, in 2012, when Instagram launched an Android application. The second jump in user growth is associated with a change in the acceptable image format: since 2015, landscape photos have ceased to be cut by the program to the size of square Polaroid shots. The next year, the popularity of the network was increased by stories (stories). It became possible to upload videos and conduct live broadcasts. nine0003

In 2018, the company launched IGTV video hosting, and several million more accounts were registered on the network.

Dynamics of audience growth can be tracked by years:

  • 2013 - 150 million;

  • 2014 - 300 million;

  • 2015 - 400 million;

  • 2016 - 600 million;

  • 2017 - 800 million;

  • 2018 - 1 billion;

  • nine0002 2019 - 1.12 billion;

  • 2020 - 1.2 billion

Growth dynamics is tracked by years.
Also read: How to Add Temperature to Instagram Stories

Interesting User Facts

Despite the U. S. being the number one user on Instagram, 80% of accounts are outside of the states.

200 million people view business profiles every day.

More than 60% of users are interested in the products of a brand after viewing stories. nine0003

130 million users click on advertising posts, 11% of them make purchases through Instagram.

Young people spend on average 32 minutes browsing the news feed, while the older generation spends only 24 minutes on the social network.

Age and gender

People between the ages of 13 and 35 make up the bulk of the Instagram audience (that's 800 million accounts). The generation from 36 to 55 years old accounts for only 24% of personal pages. Now users of retirement age are 18% more likely to use the service than in 2016.

Girls under 35 are the main users of Instagram.

The gender demographics of Instagram is as follows: 52% of the profiles belong to women, 48% of the pages are left to men. However, in the 18 to 34 age group, men are more active in posting and liking than women.

What are the most common posts

Popular topics for posts on Instagram:

Pizza is depicted in most food shots, sushi and steaks are photographed a little less often.

Users post photos most often (73.5% of content), followed by videos (13.7%) and carousels (12.7%) in third place. Half of the posts have a geolocation, two-thirds have hashtags. nine0003

The most fashionable photo filter in most countries of the world is Clarendon.

Emoticons contain 50% of texts under publications. In first place in the use of emoji "heart", and in third - "crying with laughter."

Three quarters of advertising publications contain a static image.

Other Facts

Statistically, portrait photos, selfies, and videos of people get 38% more likes than landscapes and still lifes.

The accounts of universities, institutes and higher schools demonstrate the highest level of audience engagement (3.39%), sports teams (2.28%) and non-profit organizations (2. 14%).

Photos in which only 1 color dominates get 17% more likes than those in which there are several primary shades.

2022 Instagram stats you need to know

In this article, we've compiled the Instagram stats marketers need to know to create a powerful marketing strategy

It's usually a good idea to check out how Instagram analytics have changed before starting a new marketing year. nine0003

In 2022, Instagram released a lot of new features and improved current ones. New features bring new metrics, which means your Instagram marketing approach may need to be rethought.

We've categorized Instagram analytics to make it easier for you to navigate.

  • Facts and figures about users and activity on the Instagram app
  • Instagram content statistics
  • Instagram ad statistics
    • nine0237 Instagram brand statistics

Content

Facts and figures about Instagram users and activity

Instagram's popularity isn't going away any time soon. These Instagram user statistics will help your company use the platform as a marketing tool.

  • Instagram has over 2 billion monthly engagements.
  • When Instagram reached one billion active users in June 2018, Meta stopped reporting. At the end of 2021, CNBC reported that the social media platform had passed the threshold of 2 billion monthly active users. nine0008
  • In the fourth quarter of 2021, Instagram became the most downloaded app.
  • In the fourth quarter of 2021, Instagram jumped four places to become the most downloaded app, only surpassing TikTok. This is the best quarter for Instagram since 2014.
  • Men aged 18 to 24 make up 17.9% of all Instagram users worldwide.
  • According to social media demographics, over 50% of Instagram users worldwide are under 34 years old. 18-34 year olds make up the largest age group, accounting for 62.2% of all users. nine0008
  • Instagram is the third most popular social network among teens in the US after Snapchat and TikTok. It may be the most popular app among teenagers, but it still has a lot of fans.

The Pew Research Center reports that user pay ranges are very evenly distributed. In the United States, 47% of people making more than $75,000 used Instagram. This figure is important for businesses that want to leverage Instagram's marketing and merchandising features. nine0003

59% of Instagram users log in daily.

The Pew Research survey also shows how often Instagram users use their accounts.

Nearly six out of ten adult Instagram users in the US log in at least once a day, and 38% do so many times. It's great news for marketers that they have such engaged users. To stay in touch with your fans, create intriguing posts.

Top Takeaways

  • As Instagram continues to grow in popularity, make sure your content is mobile-friendly.
  • Netizens are extremely active, many of them logging in several times a day.
  • While it may not be the most popular app among teens in the US, it is most popular among Gen Z and millennials.

Instagram statistics 2022

With so many different types of content available, it's helpful to understand which ones users prefer.

The average engagement rate for each post is 0.98 percent.

Is it possible that your posts don't get as much attention as they used to? You are not mistaken.

According to RivalIQ's 2021 Benchmark Report, Instagram engagement has dropped by 25%. The overall industry average is currently 0. 98 percent.

Influencers, on the other hand, have a significantly higher engagement rate per post at 1.42%. This figure is significantly higher than on Facebook (0.19%) and Twitter (0.04%).

The maximum engagement per view is achieved in carousel posts.

You can choose from three types of feed posts: carousel, video, and images. How can you choose which one to prefer if your goal is to use all three?

Let's start with the average engagement rate. SocialInsider found that for every account size, the carousel type is the winner. If you have a small account, this is more obvious. The maximum engagement per impression is for accounts with less than 5,000 followers (8.01% for carousel posts). nine0003

What about stories? You must upload up to 5 stories each day. If you do it this way, the engagement rate will be over seventy percent. This brings us to the question of how much of the story you can create.

91 percent of active Instagram users watch a video at least once a week.

You have the choice to send a video or image to Stories. Graphic material outperforms video content in terms of story coverage for profiles with less than 100K followers. According to this survey, marketers should pay more attention to graphics in their stories. nine0003

These are, however, only history statistics. When it comes to videos, 91% of active users view Instagram videos at least once a week, so it's important to develop a video marketing plan.

According to the Sprout Social Index Volume XVII: Accelerating Stats, video is the most useful content type for reaching social media goals for 54% of marketers.

According to another study, 68% of video marketers are looking to integrate Instagram video into their video marketing strategy in 2022, up 10% from last year. Don't become a brand that gets ignored. nine0003

Tuesday is the perfect day to post on Instagram.

According to Sprout research, the best time to post on Instagram is Tuesday from 11am to 2pm, while Monday to Friday around

Sunday is the worst day to post.

Top takeaways

  • Instagram Stories continue to be popular. Learn about best practices.
  • Instagram organic engagement has plummeted. Schedule your material for optimal interaction if you haven't already. nine0008
  • There are various options for uploading videos to the platform. You will need a video marketing approach as new features are added all the time.
  • Instagram advertising data
  • Are you trying to convince your boss to increase your Instagram ad budget? Here is some evidence to support your claim.

When a website is seen on Instagram Stories, 50% of users go to it.

It can be difficult to decide where you're going to have Instagram ads appear. You are in luck if you want people to visit your site. “50% of Instagram users browsed a website to buy a product/service in response to seeing it in Stories,” Instagram says. By adding a product tag to your post, customers can easily find your site. nine0003

Product tags increase the number of people who visit the product page.

In recent years, the focus of Instagram features has shifted to improve the shopping experience. Using the product tag in at least 5 posts per month increases product page visitors and sales.

According to the same study, the mere mention of a product in the subject line of a message triples the number of views on a product detail page.

$1.23 is the average CPC on IG. nine0003

In the United States, the average cost per click (CPC) on Instagram is $1.23. The cost varies depending on the purpose of the campaign and the time of year. The CPC target for the video view campaign was $4.33 in February 2022, while the catalog CPC was $0.383.

Campaign goals are important to consider when creating advertising campaigns. If the CPC is too high for your budget for a specific purpose, you might be better off scheduling your ads for another month. nine0003

93 percent of marketers intend to use Instagram to promote influencer marketing.

Influencer marketing is still a growing sector. According to the survey, 93 percent of marketers and agencies intend to use Instagram. When asked to name different species, 83% said they were Instagram Stories and 36% said they were Instagram Reels.

Both parties benefit when you find the perfect writer to work with. Users find this natural match to be 25 percent more up to date. nine0003

The Branded Content tag on Instagram makes it easy to highlight collaboration. When you combine branded content ads with branded ads, you are 90% more likely to get cost-effective results than when using only one method.

Most Important Findings

  • Mark items wherever you can and as often as you can.
  • Use branded content ads in addition to regular brand ads. nine0008
  • Instagram ads are an effective way to combat declining engagement.

Quick links:

  • How to make money with Instagram
  • Goread.io Review: The Best Platform for Instagram Growth?
  • Instagram hashtags not working: how to fix it easily?

Instagram Ads Statistics

Compare your brand performance with Sprout's social analytics reports and the usage metrics below. nine0003

Ninety percent of Instagram users follow some other brand.

According to Instagram, ninety percent of users follow a company on the social network. However, since there are over 200 million company accounts online, you need to be innovative with your content.

70% of shoppers use Instagram to plan their next purchase.

According to Instagram research, 70% of customers use the platform to plan their next purchase. Instagram is a great place to create brand awareness campaigns in combination with ads. nine0003

Single photos make up about 75% of brand posts.

According to the Sprout Content Benchmark Report, single-image posts make up 75% of brand posts. When asked what content is most useful for achieving goals, 54% chose videos and 53% chose photos. With this dissonance, marketers can still improve their content types.

Top takeaways

  • Create a content marketing strategy that matches your goals. nine0008
  • Use Instagram's shopping content features to your advantage.
  • Use Instagram to increase brand awareness.
  • Which Instagram metric is most meaningful to you?

It was quite a lot of facts and figures, to say the least. Did any of this catch your attention?

Instagram's popularity and growth is not going to slow down anytime soon. To be relevant, brands need to keep up with the latest statistics and trends. nine0003

Use these stats to improve your Instagram marketing approach. Let me know if we missed anything or your feedback in the comments section below.

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