How many people are using instagram
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:
| 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:
| 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!
| Platform | Active users |
|---|---|
| 2.853 billion | |
| YouTube | 2. 291 billion |
| 1.6 billion | |
| 1.386 billion | |
| FB Messenger | 1.3 billion |
| 1.242 billion | |
| TikTok | 732 million |
| 606 million | |
| Douyin | 600 million |
| Telegram | 550 million |
| Sina Weibo | 530 million |
| Snapchat | 514 million |
| Kuaishou | 481 million |
| 478 million | |
| 430 million | |
| 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.
- Instagram – 421 million followers
- Cristiano Ronaldo – 339 million followers
- The Rock – 268 million followers
- Ariana Grande – 265 million followers
- Kylie Jenner – 265 million followers
- Lionel Messi – 262 million followers
- Selena Gomez – 260 million followers
- Kim Kardashian – 251 million followers
- Beyoncé – 206 million followers
- 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.
- Go to your profile page, and click the menu icon in the top right
- Click on insights from the list
- Click on the audience tab
- 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.
Instagram Revenue and Usage Statistics (2022)
Instagram is a photo and short video sharing social network. It was founded in 2010 by software engineer Michel Krieger and computer programmer and former Google-employee Kevin Systrom. The iOS release took place in October 2010, and the Android in April 2012.
The idea for Instagram came when Systrom was holidaying with his partner in Mexico in 2010. He and Krieger had a developed a multi-feature social platform called Burbn, focused on location sharing. He was contemplating adding photo sharing to the platform.
His partner, however, protested that the photos taken on her iPhone 4 were not of a standard to share. Systrom’s solution was to apply filters to the pictures, which quickly became Instagram’s key selling point.
- Advertisement -
It quickly became apparent that the best course would be to pare down Burbn, which had already attracted $500,000 in seed funding, to focus on this element.
Thus, Instagram was born.
Within just shy of two years of operation, it was sold to Facebook for $1 billion. Systrom remained on as CEO until 2018, when Krieger (head of engineering) also left the company.
Instagram was a hit, rapidly gathering users to become one of the world’s biggest and most-influential social media platforms. By June 2018, the platform had hit 1 billion monthly active users.
Video sharing was added to the photo-sharing app in 2013, which mimicked the popular app Vine at the time. Instagram Stories launched in 2016, which allows users to upload a short series of photos, which are deleted after 24 hours.
The latter may have been pilfered from Snapchat, but in terms of sheer user numbers it soon left its rival in the dust. Stories alone boasted twice as many daily active users as its rival counts in total in 2018, with 500 million active users to the 239 million of Snapchat.
Instagram has played a central role in this century’s popular culture, with popular users dubbed ‘influencers’.
Influencers have become a key demographic for Instagram, and the app has opened up its platform with shopping and other marketing tools to make these popular users more successful.
Instagram has received some criticism for its role in this growing industry, as photoshopped and fake images are used to sell products. However, Instagram has added filters and tags to ensure that photoshopped items and product placement are correctly identified.
We have collected data and statistics on Instagram. Read on below to find out more.
Instagram key statistics- Instagram generated an estimated $47.6 billion revenue in 2021, accounting for almost 50% of Facebook’s total revenue
- Over two billion people use Instagram once a month, making it the fourth most popular social app worldwide
- Instagram’s biggest market in terms of users is India, with over 300 million active users
- Over 70% of Instagram users are under 35 years old
Want to learn more about Instagram? In our comprehensive report on the app, we cover Instagram’s financials, usage, downloads, rankings, demographics, engagement, and benchmarks.
Instagram revenue
Instagram’s revenue has increased rapidly in the past two years, as the pandemic drew more users and brands onto the platform. It made an estimated $47.6 billion revenue in 2021.
Instagram quarterly revenue 2015 to 2022
Instagram annual revenue 2015 to 2021| 2015 | 0.5 |
| 2016 | 1.8 |
| 2017 | 4.1 |
| 2018 | 10.3 |
| 2019 | 19.4 |
| 2020 | 26.8 |
| 2021 | 47. 6 |
Note: Facebook does not disclose Instagram revenue, all values are estimated. Source: Instagram Report
Percentage of Meta Platforms revenue from InstagramInstagram was responsible for 44% of Meta Platforms revenue in 2021 and is expected to surpass Facebook as Meta’s main revenue source in 2024.
Facebook revenue from Instagram 2015 to 2021 (%)| 2015 | 3.4 |
| 2016 | 5.6 |
| 2017 | 8.5 |
| 2018 | 15.6 |
| 2019 | 27. 2 |
| 2020 | 33.8 |
| 2021 | 44 |
Sources: Bloomberg, Facebook
Instagram users
Instagram reached two billion active users in Q3 2021 and has continued to grow at a steady pace. It is on track to reach 2.5 billion by 2023.
Instagram quarterly users 2013 to 2022
Instagram annual users 2013 to 2021| 2013 | 110 |
| 2014 | 200 |
| 2015 | 370 |
| 2016 | 500 |
| 2017 | 700 |
| 2018 | 1000 |
| 2019 | 1210 |
| 2020 | 1520 |
| 2021 | 1890 |
Note: Facebook updates Instagram MAU figures intermittently.
Some values are estimated
Instagram users by region
Almost half of all Instagram users are in the Asia-Pacific region, with India and Indonesia two of the five largest markets in terms of active users.
Instagram users by region 2021
| Asia-Pacific | 893 |
| Europe | 338 |
| South America | 289 |
| North America | 222 |
| Middle East | 112 |
| Africa | 96 |
| Australia | 22 |
Source: Instagram Report
Instagram age demographics
70% of Instagram users are under 35 years old, but similar to Facebook, the percentage of users over 35 has increased every year since 2018.
Instagram age demographics 2021 (%)
| 13-17 | 7 |
| 18-24 | 30 |
| 25-34 | 33 |
| 35-44 | 16 |
| 45-54 | 8 |
| 55-64 | 4 |
| 65+ | 2 |
Note: Country specific age and gender demographics are available in the Instagram Report. Sources: Hootsuite, WeAreSocial
Instagram gender demographics
Gender demographics on Instagram are almost at 50/50, although in the app’s largest market (India) over 65% of users are male.
Instagram gender demographics 2021 (%)
| Male | 49.2 |
| Female | 50.8 |
Note: Country specific age and gender demographics are available in the Instagram Report. Sources: Hootsuite, WeAreSocial
Instagram vs social apps: users
Want to learn more about social apps? Check out our Social App Report
Instagram FAQ
How many times has Instagram been downloaded?
Instagram has been downloaded approximately 3.8 billion times. It was the fourth most downloaded app in the 2010s
How many people use Instagram Stories?
There are 500 million daily active users, approximately 1/3 of Instagram’s total audience
Who is the most followed account on Instagram?
Cristiano Ronaldo is the most followed user on Instagram, with 347 million followers as of September 2021
What is the most followed brand on Instagram?
Instagram is the most followed brand at 424 million users, followed by National Geographic with 186 million
What is the most interacted with industry?
Fashion accounts were responsible for 25% of all brand interactions on Instagram (Socialbakers)
What percentage of teenagers in the US use Instagram?
84% of US teenagers use Instagram, with 25% saying its their favourite social media platform (Marketing Charts)
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Instagram stats you need to know in 2021
All Instagram stats and interesting facts you need to know in 2021.
Audience, cost, development, top brands, bloggers, posts, hashtags and more.
1. Instagram is currently the sixth most popular social platform in the world (after Facebook, Youtube, WhatsApp, FB Messenger and WeChat).
2. Instagram is the 10th most visited website in the US. In January 2021, he had about 0.9 in this geobillion visits per month.
3. In 2020, Instagram was the fifth most popular in the Apple App Store.
Instagram is one of the biggest players in the social media industry. He has made a significant contribution to the development of global blogging and has become the main source of income for many opinion leaders.
Interesting facts about Instagram
4. Instagram was founded by Kevin Systrom and Mike Krieger in 2010.
5. The current head of Instagram is Adam Mosseri.
6. Instagram is headquartered in Menlo Park, California.
7. In 2017, Instagram had 450 employees, which meant 3.5 million users per employee.
When did Instagram appear?
8. Instagram was launched on October 6, 2010, but the very first post was made on July 17, 2010.
The very first post on Instagram
How much does Instagram cost?
9. In 2012, Facebook paid $1 billion for Instagram.
10. In 2018, Instagram was valued at $100 billion.
11. Instagram generated $20 billion in ad revenue in 2019.
How many users are on Instagram
12. In October 2020, the total number of active Instagram users was estimated at 1.16 billion . By comparison, Facebook has 2.14 billion users and TikTok has 689 million.
Instagram active audience
13. Instagram has 500 million daily active users.
14. In the US, 63% of users visit the site daily.
15. Instagram has one billion monthly active users.
16. According to research by Ghost Data, there are about 95 million bot accounts on Instagram.
Instagram user growth statistics
17.
In September 2011, Instagram had 10 million users.
18. In February 2013, Instagram had 100 million monthly users.
19. In June 2016, Instagram had 500 million users.
20. In June 2018, Instagram had 1 billion monthly users.
The most popular Instagram bloggers
21. The most popular profile on Instagram is the account of Instagram itself. To date, he already has over 390 million subscribers.
22. The most followed Instagram blogger is the dedicated Cristiano Ronaldo. He has 277 million subscribers. For comparison: Lionel Messi has 198 million subscribers.
Instagram Cristiano Ronaldo
23. Seven of the ten most followed Instagram bloggers are Americans.
24. If you remove brand accounts, the top ten most popular Instagram bloggers are as follows:
How much can you earn on Instagram?
Over the past decade, Instagram and YouTube have made significant contributions to the online entertainment industry.
For the most part, it is thanks to them that the “blogger” profession has appeared, since content creators can earn income from their posts and videos.
Even micro-influencers can make money online without having an account with a massive following.
25. According to research by influence.co, a micro-blogger with 10,000 followers can earn $88 per post. To earn an average income, he will need to publish posts daily.
26. A medium-sized blogger with 100,000 followers can earn $200 per post. To earn an average salary in the US, he will need to publish paid posts more than three times a week.
27. A popular blogger with a million followers can earn $670 per post. For an average salary, he would need to post an ad once a week.
Popular brands on Instagram
28. If you remove the Instagram profile from the list, the most famous brand on the social network will be National Geographic.
Instagram National Geographic
By excluding blogger accounts, you can make a list of the most influential companies on Instagram with the largest number of followers.
Sports brands (especially football brands) invest a lot of money in promoting their pages on the platform.
29. Instagram accounts of famous brands:
The most popular photos on Instagram
30. Influencers dominate the individual images with the most likes. However, the image that received the most likes is the picture of the egg that set the world record in January 2019.
The most liked photo on Instagram
32. Billie Eilish hit the top 10 twice with posts about her blonde hair. It's funny for a singer who is vehemently against building a personal brand based on looks.
33. Kylie Jenner also hit the top twice, posting a photo with her newborn daughter and congratulating her daughter's father on her birthday.
Most Popular Hashtags on Instagram 2021
34. Hashtags were introduced to Instagram in January 2011 and are an integral part of content navigation on the platform. In December 2017, users were able to follow specific hashtags to track trends and view relevant content in their feed.
Popular hashtags are used by bloggers and brands to increase followers and get more engagement on posts.
INSTAMAGHTAM PICOFTHEDAY 3
35. Popular in 2021 Hagestegi Instagram:
Statistics on the countries of
36. The USA and India are the most significant global auditors of these. users. In general, the social network is widespread throughout the world.
37. Instagram Global Audience Size:
Instagram Demographics
As social media has become an integral part of our lives, recent user statistics show just how important the platform is to young people. Social networks are now the main channel for news, media content and entertainment.
38. In the US, 63% of adults visit Instagram daily - a large proportion of the population - and 42% visit the social network several times a day.
39. In the US, Instagram is dominated by young people, unlike Facebook, which has many older users.
75% of young people aged 18 to 24 are on Instagram.
40. Globally, the gender distribution in 2021 is as follows: 50.8% women and 49.2% men.
41. Global distribution of Instagram users by age as of January 2021:
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Instagram audience research: every tenth person in Russia uses the service, the majority are women
- Technology
- Angelina Krechetova Editorial Forbes
Children — Android, Moscow — Apple, and other conclusions of the study of the photoreview audience in Russia, which will be useful to advertisers and marketers
According to a new study of Instagram users in Russia, about 10% of Russians use the service for sharing photos and videos, that is, 14.4 million people out of a total population of 146.5 million. Research conducted based on Facebook Ads data by Danil and Anton Salyukov, the founders of Insense, is at the disposal of Forbes.
According to the authors, Instagram itself has not provided detailed statistics on its users in individual countries for a long time.
Only in April, Instagram for the first time announced an official estimate of the number of its Russian users. Thus, in March, the audience of this service in Russia amounted to 22 million people a month, said Robert Bednarsky, regional director of Facebook in Central and Eastern Europe.
According to the results of the study, the maximum number of Instagram users in Russia is concentrated in Moscow - every fourth resident of the capital has an account in this social network. In St. Petersburg - every fifth. Collectively, about 22.5% of the population lives in Russian cities with a million population and almost 52% of the total number of all Instagram users in Russia is concentrated, the report says.
Insense Almost 60% of Instagram users are women and 40% are men. The age characteristics are as follows: the “favorite by marketers” audience aged 18-34 is almost 67% of all Russian Instagram users. Adolescents aged 13-17 use the service less actively, their share is 12.
3%, and female representatives are also in the majority here (almost 67%). However, as the age increases, men are more actively connected to the social network: for example, in the age group of 25-34 years, where the maximum share of male users is already more than 41%.
See also: Entertainment industry: how to make money on what others spend on? and Facebook for sneakers: when will social commerce come into life?
Android or iOs
Researchers note that teenagers (13-17 years old) prefer to buy equipment based on the Android OS - such users among young people are more than 60%. If you look at operating systems by all age groups, then Android users account for almost 52%. iOs users - about 36%. It is noteworthy that 12.32% own equipment both on iOs and Android. Thus, every 10th user has an additional device on a different operating system.
At the same time, the only city where fans of Apple technology dominate among Instagram users (44.11%) is Moscow, the authors of the study note.
Methodology
Danil Salyukov explained to Forbes that analysts usually use services to scan other social networks (for example, VKontakte), one by one studying links to Instagram in profiles, then analyzing gender, age and city, thus Thus, "getting a huge database of Instagram accounts, supplemented by socio-demographic data." “But there is an error - not all users have combined their Instagram profile with another social network,” he emphasizes. That is why, as part of their research, Insense collected data only on the service itself and on Facebook (Facebook bought Instagram for $1 billion in 2012).
“First, we identified million-plus cities (15 cities in Russia), then for each city we divided the audience into main age groups — 13-17 (Facebook does not allow advertising for people under 13), 18-24, 25-34 , 35-54 and over 55.
After that, we analyzed the data by gender and by the operating system of their devices (Android/iOs). After that, all the values were summed up, ”Insense explains in the message. Then, in order for the calculation to be correct, the authors of the work excluded million-plus cities from the general base and repeated all the steps according to the previous algorithm. The obtained values were summed up.
“We were interested in the number of Instagram users living in the largest cities of Russia, the ratio of men and women, and what devices they use to access the social network,” the authors of the work explain. Anton Salyukov clarifies that her results are aimed "at advertisers, as well as business owners who do not understand what Instagram is for." The findings will be of more interest to marketers who need to understand the age of the audience, where it is concentrated and, if developing a mobile application, which operating system should be emphasized, he notes.
