How many users for instagram

Instagram Revenue and Usage Statistics (2023)

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.

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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 $51.4 billion revenue in 2022, accounting for almost 45% 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 overview

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 $51.4 billion revenue in 2022.

Instagram quarterly revenue 2015 to 2022 ($mm)

Instagram annual revenue 2015 to 2022 ($bn)

2015	0.5
2016	1.8
2017	4.1
2018	10.3
2019	19.4
2020	26.8
2021	47. 6
2022	51.4

Note: Facebook does not disclose Instagram revenue, all values are estimated. Source: Instagram Report

Percentage of Meta Platforms revenue from Instagram

Instagram was responsible for 44% of Meta’s revenue in 2022 and is expected to surpass Facebook as Meta’s main revenue source by 2025.

Facebook revenue from Instagram 2015 to 2022 (%)

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 this year.

Instagram quarterly users 2013 to 2022 (mm)

Instagram annual users 2013 to 2022 (mm)

2013	110
2014	200
2015	370
2016	500
2017	700
2018	1000
2019	1210
2020	1520
2021	1890
2022	2270

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 2022 (mm)

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 2022 (%)

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 2022 (%)

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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Everything You Need to Know — DataReportal – Global Digital Insights

Page updated: 19 February 2023

Essential Instagram statistics and trends for 2023

Advertisers could reach 1. 318 billion users on Instagram in January 2023,^(a) placing it 4th in our ranking of the world’s most ‘active’ social media platforms.^(b)

However, data published in the company’s self-service advertising tools shows that Instagram’s active users have fallen steadily over the past three months.^(a)

The total number of users that marketers can reach with ads on Instagram decreased by roughly 68 million (-4.9%) in the three months leading up to January 2023.^(a)

These latest figures indicate that roughly 16.5% of all the people on Earth use Instagram today.^(c)

However, because the company limits use of its platform to people aged 13 and above, Instagram’s ‘eligible’ use rate will likely be even higher than these figures suggest.^(b)

Digging deeper

Want the full story? Scroll down to find all the latest data, insights, and trends you need to understand Instagram use all over the world, including:

The number of Instagram users around the world
How quickly Instagram is growing
Instagram’s top countries
Instagram users by world region
Instagram’s audience demographics

Towards the bottom of this page, you’ll also find a complete report on Instagram’s audience around the world.

You can also learn how Instagram compares to other social media platforms on our social media overview page.

Important notes

Unless stated otherwise, all figures are based on Kepios analysis of data sourced directly from Facebook’s own tools, resources, and company statements regarding Instagram. You’ll find details of individual data sources listed at the bottom of this article.

We update this page on a regular basis, so if you’d like to link to a specific figure (which may change in future updates), you might prefer to link to one of our individual Global Digital Reports instead.

How many Instagram users are there in 2023?

Instagram is one of the world’s top social platforms, but just how many people use Instagram today?

Based on its global advertising audience reach numbers, Instagram has at least 1.318 billion users around the world in January 2023. ^(a)

This figure suggests that 21.1% of all people aged 13 and above around the world use Instagram today.^(c)

However, if we remove the people in this age group who live in China – where Instagram is still blocked – the platform’s eligible adoption rate increases to 26.1%.^(c)

Note: The figures shown above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base.

How fast is Instagram growing in 2023?

Recent data published in the company’s self-service advertising tools show that Instagram’s advertising audience reach shrank by -10.8% over the past 12 months.^(a)

To put that figure in perspective, advertisers can now reach 160 million fewer users on Instagram than they could this time last year.^(a)

Which countries have the most Instagram users in 2023?

Based on the advertising audience reach numbers published in Instagram’s self-service tools in January 2023,^(a) the latest data show that:

India has at least 229. 6 million active Instagram users
The United States of America has at least 143.4 million active Instagram users
Brazil has at least 113.5 million active Instagram users
Indonesia has at least 89.2 million active Instagram users
Turkey has at least 48.7 million active Instagram users
Japan has at least 45.7 million active Instagram users
Mexico has at least 36.7 million active Instagram users
The United Kingdom has at least 28.8 million active Instagram users
Germany has at least 27.5 million active Instagram users
Italy has at least 26.2 million active Instagram users

Note: the figures shown above are based on Instagram’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users.

How many users does Instagram have in each world region in 2023?

The figures below are based on Instagram’s advertising audience data for January 2023. ^(a)

Note: our regions follow the United Nations Geoscheme. Click here to learn which countries belong to each region.

Number of active Instagram users in Northern America: 159.3 million
Number of active Instagram users in Central America: 47.8 million
Number of active Instagram users in the Caribbean: 8.0 million
Number of active Instagram users in Southern America: 192.0 million
Number of active Instagram users in Western Europe: 70.1 million
Number of active Instagram users in Northern Europe: 46.6 million
Number of active Instagram users in Southern Europe: 66.1 million
Number of active Instagram users in Eastern Europe: 39.5 million
Number of active Instagram users in Northern Africa: 37.0 million
Number of active Instagram users in Western Africa: 11. 7 million
Number of active Instagram users in Middle Africa: 1.8 million
Number of active Instagram users in Eastern Africa: 8.5 million
Number of active Instagram users in Southern Africa: 6.2 million
Number of active Instagram users in Western Asia: 103.1 million
Number of active Instagram users in Central Asia: 17.9 million
Number of active Instagram users in Southern Asia: 251.4 million
Number of active Instagram users in Southeastern Asia: 155.0 million
Number of active Instagram users in Eastern Asia: 81.8 million
Number of active Instagram users in Oceania: 14.3 million

Note: the figures shown above are based on Instagram’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals.

What do Instagram’s audience demographics look like in 2023?

Based on Instagram’s advertising audience data* for January 2023:^(a)

Want to know what Instagram demographics look like in your country? Check out our complete free report library.

*Notes: the figures above are based on Instagram’s potential advertising reach data, and may not correlate with the number of monthly active users. Instagram’s self-service advertising tools only report gender data for ‘female’ and ‘male’.

What’s the average age of Instagram’s users in 2023?

Instagram’s tools don’t offer a detailed breakdown of the platform’s advertising audience for all ages, so there’s no easy way to calculate the average age of Instagram’s active user base.

However, based on the latest available data, users aged 18 to 24 account for the largest share of Instagram’s advertising audience.^(a)

How many users does Instagram have in each age group in 2023?

Data published in the platform’s self-service advertising tools in January 2023 indicated that marketers could reach the following worldwide audiences using ads on Instagram:^(a)

106. 5 million users aged 13 to 17 (8.0% of Instagram’s total ad audience)
407.9 million users aged 18 to 24 (30.8% of Instagram’s total ad audience)
406.9 million users aged 25 to 34 (30.3% of Instagram’s total ad audience)
210.1 million users aged 35 to 44 (15.7% of Instagram’s total ad audience)
113.0 million users aged 45 to 54 (8.4% of Instagram’s total ad audience)
56.9 million users aged 55 to 64 (4.2% of Instagram’s total ad audience)
33.8 million users aged 65 and above (2.5% of Instagram’s total ad audience)

Want to know more about the age profile of Instagram users in your country? Check out our free country report library.

Notes: the figures shown above are based on Instagram’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals. In particular, the share figures for each age group shown above may not equate to the sum of each gender’s share shown in the image below.

What’s the average engagement rate on Instagram in 2022?

The image below shows average Instagram engagement rates for posts published by Instagram Business accounts, based on Locowise’s latest calculations.

Note that these average engagement rates vary by the ‘format’ of the published post, with some types of content delivering significantly higher levels of average engagement compared with others.

However, Locowise’s data also shows that Instagram engagement rates vary meaningfully depending on the size of the publishing account’s audience (i.e. its number of followers).

Note that Locowise calculates these averages based on the performance of posts published by a wide variety of Instagram Business Accounts – including those representing celebrities, sports teams, brands, and various other kinds of entity – and it’s not unusual for brand accounts to experience significantly lower levels of engagement than the averages shown here.

In-Depth Instagram Audience Report

The embed below contains our latest in-depth report exploring Instagram’s advertising audience around the world (click here if the embed isn’t showing or working properly).

This report contains global headlines, benchmarks, and overviews, as well as local data for all the countries and territories around the world for which Facebook’s self-service advertising tools currently publish advertising audience data.

How does Instagram compare with other platforms?

Want to compare these findings with similar data for other social media platforms?

Check out our data and trends for other top platforms via these links:

Data sources for stats on this page

^(a)Kepios analysis of data published in Meta’s advertising tools in January 2023.

^(b)Kepios analysis (January 2023).

^(c)Kepios analysis of data published in Meta’s advertising tools in January 2023, compared with the latest population data published by the United Nations and the U.S. Census Bureau.

Any other data sources have been attributed directly within the article, next to the appropriate data point.

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Check out the articles below to explore more of our recent findings and analysis:

About the author

Simon Kemp

Simon is DataReportal’s chief analyst, and CEO of Kepios.
Click here to see all of Simon’s articles, read his bio, and connect with him on social media.

we doubt the data of Mediscope and Forbes - Social networks on vc.ru

5288 views

Hello, this is Nastya Uminskaya from @hooglink . 5 months have passed since the blocking and the great exodus of social media users. But intelligible analytics were brought up only now. How relevant is it and what do these numbers say? Let's figure it out in the article.

Mediascope calculated the audience of social networks in Russia especially for Forbes.

What do the extremists have?

The audience of banned Facebook decreased by 8 times in January-July, and Instagram by 4 times.
Mediascope separately calculated the total reach and the reach with a session longer than 5 minutes, because social network visits without VPN greatly spoiled the statistics.
By March, Instagram had 30 million users, in April already 14.2 million, and in July 10.6 million.
If we count sessions longer than 5 minutes, then in March, Instagram coverage fell to 16.9million, by April to 6 million, by July to 5.5 million.
On Facebook, the audience fell to 1.9 million in July, and if you count only sessions longer than 5 minutes, then to 305,000.

Criticism of approach

The head of Roskomsvoboda noted that many Russians use VPNs. Mediascope insists that it "sees the whole picture of media consumption" because the data is collected using "technology".

What kind of unique technology, however, was not explained to readers. It is not clear how technically it is possible to take into account all users of all VPNs. If you are aware of this methodology or know the tools, please share in the comments.

So far, according to the Ministry of Digital Transformation, 20% of Russians use VPN, and this is traffic that actually cannot be counted.

Alternative viewpoint

LiveDune published its study at the end of June with data up to and including May.

This study compares the reach of posts and stories of bloggers. Posts have a serious drop, but you need to understand that Insta aggressively experimented with the format. And users, led by Kim Kardashian, were not happy about this, to put it mildly.

By May, post reach had halved, but Stories reach had not changed that much: only 25-30%. Moreover, large bloggers suffered the most, and micro bloggers even managed to grow a little. For brands, reach in Stories remains at the level of 70% by May.

As for the number of active subscribers, their number has decreased by 15-20%.

Of course, the statistics of blogger and brand accounts are not equal to the actual statistics of users. Insta has long become a "people's" social network, not only users from Vkontakte, but also from Odnoklassniki came here.

And many of them, to spite marketers, use the social network for its intended purpose: as a means of communication with their acquaintances. True, they also received advertising from the disabled advertising account.

This part of the audience with a high degree of probability fell off in March and left to share photos of flowers and grandchildren in chats. But they were not included in the statistics from LiveDune either before or after the blocking.

The study also noted an increase in activity among large bloggers. They sought to retain the audience and monetize it. In addition, many advertisers, left without the usual tools, rushed to enter into direct contracts with bloggers. And all this influenced the burst of activity.

Well, the main argument: LiveDune looked at the traffic of Russian-speaking bloggers, but there is no information about the geography of their audience in the study. And interpreting statistics without this breakdown is difficult.

So the truth is somewhere in between.

How has the audience of non-banned social networks changed

Here Mediascope gave quite expected numbers.

Telegram has increased 66% of its audience since the beginning of the year. In January there were 25 million people a day, and in July there were already 41.5 million. The main influx of audience happened in March, however, we all could notice it. It was in March that the audience increased to 40.6 million. Further growth became natural.
VKontakte met 2022 with 46 million daily users and grew to 50 million by July. A surge in the arrival of newcomers was also in March.

The administration of VKontakte explains such a small growth by the fact that they are already the most popular social network in Russia. True, the fact that almost all Russians have an account there has nothing to do with activity on the site. She has completely passed into passivity.

The situation is more interesting with Telegram. Insta-bloggers actively tried to get there. It suddenly turned out that the format is not the same, and Telegram is good for expert content, not lifestyle.

On the other hand, banned media found refuge in Telegram. Since the end of February, the messenger has become the main platform for thought-scrolling and news consumption. Now it is convenient to read publications of blocked resources through it. An alternative for such media is email newsletters. For example, Meduza makes them through Kit. But Roskomnadzor is on the alert and may begin to take action.

But Telegram has already proved its resistance to blocking.

Dry residue

The audience of banned social networks has fallen, but, according to our empirical feelings, by much less than four times. Both creators and consumers of content have something to catch there. And since July, users have been returning to Insta. Major bloggers are growing in reach.

The situation with advertisers is more complicated. For large businesses, investing in these social networks is fraught with legal risks. The law on the transfer of personal data is not asleep.
Instagram bloggers still have a good audience and this traffic can be used to make money on advertising integrations. What they do is pouring each other an audience.
Nothing much has changed on VKontakte, except for the price.
Telegram is not a social network, it is used to distribute expert content, but not for classic blogging.

What are you doing here? The article is over. However, in cart @hooglink you will find the hottest and most interesting about e-commerce, online sales, digital marketing. We periodically do investigations of all the tin, which pours on us from official sources. If these topics are close to you - welcome.

*Meta and its Facebook and Instagram platforms are recognized as an extremist organization in Russia.

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 approximately 0.9 billion visits per month in this geo.

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 bloggers on Instagram 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.

Hashtagram Picoffheday

35.