Instagram Statistics – Global Demographics & Trends (2024)

Instagram stats

Since its introduction in 2010, Instagram has skyrocketed to over 2.4 billion active users, making it one of the top 5 social networking platforms globally. If we put it on a scale, a quarter of the world’s active netizens use the platform every month!

Instagram will turn 13 in 2024, and it is only getting younger with more features and improved algorithms!

If you want to plan your marketing strategy for Instagram in 2024, it’s critical to stay up to date on its current state and trends. We have covered everything from Instagram’s demographics to the best time to post on the platform in this post.

About Instagram:

Launched on6 October 2010
Headquarters at Menlo Park, California
PeopleAdam Mosseri (Head of Instagram), Kevin Systrom (co-founder), Mike Krieger (co-founder)
Parent CompanyMeta (Facebook)

Instagram Statistics 2024 (Top Picks)

  • Instagram currently has over 2.4 billion users, this number is projected to reach 2.5 billion by the end of 2024.
  • Over 500 million users access Instagram every day.
  • 61% of Instagram’s audience is aged between 18 to 34.
  • An average user spends 24 minutes on Instagram every day.
  • 50.7% of Instagram users are males, and 49.3% are females.

Instagram Monthly Active Users (MAUs)

There are currently over 2.4 billion monthly active Instagram users. The platform gained 100 million users in the previous quarter alone.

Considering the growth trend, the number of Instagram MAUs is estimated to reach over 2.5 billion by the end of Q1 2024.

Instagram Monthly Active Users

Here is a table showing Instagram MAUs over the years:

YearInstagram Monthly Active Users
2013110 million
2014200 million
2015370 million
2016500 million
2017700 million
20181 billion
20191.1 billion
20201.3 billion
20212 billion
20222.3 billion
20232.4 billion
2024*2.5 billion

Source: BusinessOfApps

Additional Insights On Instagram Monthly Active Users:

  • 45.28% of the world’s 5.07 billion internet users access Instagram every month.
  •  Instagram is used by 29.62% of the world’s population.
  • The monthly active user base of Instagram is equivalent to the population of the EU and North America combined.
  • Instagram had 30 million monthly active users when Facebook (META) bought the social network for $1 billion.

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

Instagram MAUs As It Happened Over The Years:

  • It took 2.5 months for Instagram to reach the 1 million user mark. This was in 2010.
  • Instagram reached 10 million MAUs in 2011.
  • In February 2011, with the help of investors, Instagram’s value reached $25 million.

Instagram Daily Active Users (DAUs)

500 million people use Instagram daily.

It’s important to note that this is the official figure released back in 2017; official data is not available on Instagram DAUs since.

During that time, Instagram had 800 million MAUs. That means back in 2017, 62.5% of Instagram’s MAUs were its DAUs

Now that Instagram’s MAUs have crossed the 2.5 billion mark, the number of DAUs might easily be over 1 billion. However, this is just a prediction, let’s wait for the official announcement to roll out.

Some Quick Pointers on Instagram DAUs:

  • With 500 million DAUs, Instagram is ranked second only to Facebook in terms of daily logins.
  • All of the 500 million traffic interact with Instagram stories.
  • Instagram is used by 6.32% of the world’s population daily.
  • Instagram’s DAUs are 69 million more in numbers than the entire population of South America.

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

Instagram Users By Country

With 359 million users, India is the country with the highest number of Instagram users, followed by the USA (158.5 million), Brazil (123 million), and Indonesia (105 million).

Here is a table showing the countries with the most Instagram users:

CountriesInstagram Users
India359 million
United States158.5 million
Brazil123 million
Indonesia105 million
Turkey57 million
Japan55 million
Mexico46 million
Germany32 million
United Kingdom31.3 million
Italy29 million
  • Around 87% of Instagram’s 1.31 billion users who might potentially be targeted with ads are located outside of the United States.

Source: (Oberlo)

Top Nations With The Highest Instagram Penetration

NationPercent Of Population 
Cayman Islands75.5%

Instagram Stories Statistics:

Instagram launched the stories feature on August 2nd, 2016, a direct challenge to rival  Snapchat.  It provides the users with video and photo sequences that disappear after 24 hours from the time of post. Just a couple of months after releasing the feature, 100 million users started interacting with it on a daily basis.

Instagram Stories Daily Active Users

The feature overtook Snapchat’s 150 million DAUs 8 months after its introduction.

Below is the breakdown of Instagram Stories Daily Active Users:

Date Instagram Daily Active Users
2016 100 million
2017250 million
2019500 million
2022650 million
2023Over 990 million

Additional Statistics On Instagram Stories:

  • 62% of people are more interested in a brand after viewing it on Instagram Stories.
  • The most popular Giphy in Instagram Stories is the “heart love sticker.”
  • The most active brands post 17 Stories per month.

What does this tell us? It is okay to keep some vacant days on your content calendar for Instagram stories.

Instagram User Growth Rate Timeline

As per Instagram’s official data,

  • The platform has been gaining around 100 million new users every 4 to 9 months (Constant since 2014).

However, the corporation saw a significant rise of 200 million new users between September 2017 and June 2018. From 2018 to 2019, the rate slowed to a more consistent 6.7%

Check On Instagram Bots and Spam Accounts

  • It is reported that Instagram has 95 million bot accounts, implying that 4.75% of their 2 billion MAUs are false profiles.
  • Instagram’s bogus bot accounts cost marketers an estimated $1.3 billion each year in the advertising ecosystem.
  • Instagram expects users will need to block 4 million fewer accounts every week since these accounts will now be blocked automatically as per their updated spam policy.
  • Around 15% of an influencer’s followers are fake.

Source: (Basic Thinking) (Instagram Blog)

Instagram and its Rank Amongst the Social Media Giants

With 2.4 billion active users, Instagram ranks 4th among the biggest social media networks globally as of 2024.

Parent corporation Meta (Facebook) owns 3 of the top 6 social networks (Facebook, WhatsApp, Messenger, and Instagram).

Social Media PlatformActive users
Facebook3.03 billion
YouTube2.7 billion
WhatsApp2.7 billion.
Instagram2.4 billion.
WeChat1.67 billion
TikTok1.67 billion
FB Messenger1.03 billion.
Snapchat750 million
Telegram700 million
QQ606 million

Instagram Demographics

Gen Z and Millenials form the majority of the Instagram user base. While most other platforms only allow users who are 18+ to create an account, Instagram is an exception, it allows users from 13 years of age.

Take a detailed look at Instagram’s demographics in this section.

Instagram Users By Age

The majority of Instagram users belong to the 18 to 34 age group. This age group makes up 61.8% of the total Instagram audience.

70% of Instagram’s users are aged below 35.

Instagram Users Based On Their Age

Here is a table showing the share of Instagram users based on their age:

Age GroupShare of Users

Gender Split Of Instagram Users

50.7% of males and 49.3% of females make up the total Instagram audience.

Gender Split Of Instagram Users

Here is a table showing Instagram’s gender split:

GenderShare of Users

Instagram is Gen Z’s favorite platform to socialize

Instagram is preferred by individuals aged 16 to 24 over other social networks, even surpassing TikTok. If you want to reach that age group, Instagram appears to be the place to go.

Interesting read: If you are also a TikTok creator, you might want to check out when is the best time to post on TikTok to get insights on the posting time.

Males of Generation X are the fastest-growing Instagram users

The number of male users aged 55 – 64 who use Instagram increased by 63.6%. So, certainly, it’s a location where youngsters hang out, but don’t overlook the fact that other generations are engaged here as well.

Instagram is used by 5% of youngsters under the age of 11 in the United States

This is against Instagram’s user standards, which state that users must be at least 13 y/o to establish an account. Still, the platform is used by 11% of children aged 9 -11.

14% of adults in the United States have never heard about Instagram:

While Instagram has a large following in the United States, it does not reach everyone. This fact makes it more critical to understand the audience.

Instagram Users in the United States by Location:

LocationPercent of users 

The Average Age of A USA-Based Instagrammer

The majority of Instagram users in the USA belong to the 25 to 34 age group. They account for 71% of total American users.

Age GroupUser Percent
13 to 175.1%
18 to 2425.1%
25 to 3427.4%
35 to 4418.6%
45 to 5411.4%
55 to 647.2%

Instagram Audience And Their Income

42% of the Instagram users in the US earn less than $75k a year, while 39% of the users earn between 30k to 75k

Income of Instagram Users in USA

Here is a table showing the income of Instagram users in the United States:

People’s incomeUser Percent
Earning < $29,99931%
Earning between $30,000 to $74,999 35%
Earning > $75,00034%

Instagram Reel Statistics

Instagram reels are the direct answer to TikToks. Instagram reels have gained immense popularity ever since their launch in 2020. As a matter of fact, all of Instagram’s 2.4 billion MAUs now interact with the reels feature. Here are some more facts and figures associated with this cool feature:

  • 2.4 billion people all over the world interact with Instagram reels every month.
  • It is estimated that around 2.5 billion people will interact with the reels feature in 2024.
  • Ads on reels have a 60-second limit.
  • Reels have a 22% higher chance of engaging users on Instagram compared to a standard video post.
  • Instagram reels are used most by people aged 18 to 34.
  • 53.9% of the Instagram reel audience are males, and 46.1% are females.

Threads by Instagram Statistics

Threads is an app by Instagram that focuses on discussions rather than visual material. Users can post threads and reply to others. These replies can include text (up to 500 characters), links, photos, and videos. Basically, this is Instagram’s counter to Twitter.

Let us look at some of the interesting facts and figures associated with the Threads app!

  • Thread become the fastest-growing consumer product ever.
  • Threads acquired 100 million users in just 5 days.
  • Threads acquired 2 million users within the first 2 hours and 10 million users in the first 7 hours of its launch.
  • 100+ Million Threads were shared within 24 hours.
  • The Threads app is available in 100 countries. Nations in the European Union are excluded due to data-sharing policies between Instagram and Threads.

Average Number of Instagram followers

According to a BrandWatch survey, Most Instagrammers have fewer than 1k followers. Micro-influencers, who generally have 50,000 – 100,000 fans, are used by businesses to advertise their products.

As you can see below, this accounts for just 0.94 percent of the platform’s entire population.

Number of Followers User Percent
< 1,00053.62%
1001 – 10,00038.03%
10,001 – 50,0006.2%
50,001 – 100,0000.94%
100,001 – 500,0000.94%
500,001 – 10 million+0.27%

Instagram Influencer Statistics

Being a media-sharing platform, Instagram is a prominent participant in the influencer economy, where people receive money in part based on their follower count.

  • Influencers are paid based on their follower count, and if it’s full of bots, marketers are the ones losing their money.
  • If an influencer has 43,000 followers and consistently posts 8 posts and 8 stories every month, they may expect to make $37,442 per year. That is equal to the typical income of a UK citizen
  • In 2019, bogus bot profiles cost brands $1.3 billion.
  • Influencers with fewer than 10k followers get paid around $80-$90/post.
  • Influencers with fewer than 100k followers are paid around $200/post
  • Influencers with between 250k to 500k followers may expect to earn roughly $670/post
  • Influencers with more than 1 million followers will be paid around $1900 for each post.

According to Instagram, 87% of individuals claim an influencer influenced them to make a purchasing decision. The data also suggests that around 70% of “shopping fanatics” use Instagram to find new products.

Even if users aren’t directly shopping from influencers, there’s no doubt their effect on maintaining Instagram’s status as a shopping destination along with a social media platform. Picture posts (78%) & Stories (73%) are viewed as the most successful kinds of content by people who engage in shopping from influencers.

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

Interesting Read: Explore influencer earnings with our detailed research.

  • The top 50 Instagram influencers have almost 7 billion Followers combined.

Most Followed Instagram Users

Leaving aside Instagram’s official profile, which is the most followed handle on the network, the top ranks are dominated by people from the music, sports, and entertainment industry. Some of the celebrities on the list, such as Kylie Jenner and Kim Kardashian, have increased their reputation and money by using Instagram and other social media.

Cristiano Ronaldo is the most followed person on Instagram, with 596 million followers, accounting for over 23% of the platform’s overall user population.

Below is the list of the top 20 most-followed people on Instagram:

Instagram’s UsernameProfile Name (Owner)FollowersProfession 
@cristianoCristiano Ronaldo614 millionFootballer
@leomessiLionel Messi495 millionFootballer
@selenagomezSelena Gomez429 millionMusician, actress, producer, and businesswoman
@kyliejennerKylie Jenner399 millionTelevision personality, model, and businesswoman
@therockDwayne Johnson394 millionActor and professional wrestler
@arianagrandeAriana Grande380 millionMusician and actress
@kimkardashianKim Kardashian364 millionTelevision personality, model, and businesswoman
@beyonceBeyoncé319 millionMusician, actress, producer, and businesswoman
@khloekardashianKhloé Kardashian311 millionTelevision personality and model
@nikeNike306 millionSportswear multinational
@KendalljennerKendall Jenner294 millionModel and television personality
@justinbieberJustin Bieber292 millionMusician
@natgeoNational Geographic283 millionMagazine
@taylorswiftTaylor Swift279 millionMusician
@virat.kohliVirat Kohli265 millionCricketer
@jloJennifer Lopez253 millionMusician and actress
@nickiminajNicki Minaj229 millionMusician
@kourtneykardashKourtney Kardashian224 millionTelevision personality and model
@neymarjrNeymar217 millionFootballer
@mileycyrusMiley Cirus215 millionMusician and actress

Source: (BrandWatch) (Statista) (Wikipedia)

Top 20 Most Liked Posts On Instagram

Until 20th December 2022, Chris Godfrey’s photo of an egg was the most-liked post on Instagram. Lionel Messi surpassed it with his post of the FIFA World Cup 2022 celebration;

Lionel Messi’s post has over 75.7 million likes at the time of writing this article.

Let us take a look at Instagram’s top 10 most-liked posts of all time:

RankAccount OwnerPost DescriptionNumber of Likes
1Lionel MessiPhotos of Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina75.7 million
2Chris GodfreyPhoto of an egg60.2 million
3Lionel MessiPhotos of Lionel Messi in bed with the FIFA World Cup Trophy54.8 million
4Cristiano RonaldoPhoto of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton42.8 million
5Lionel MessiPhoto of Lionel Messi on an airplane with the FIFA World Cup Trophy42.0 million
6Cristiano Ronaldo
Al Nassr FC
Announcement of Cristiano Ronaldo joining Al Nassr FC34.5 million
7Lionel MessiCelebrating the 2022 FIFA World Cup win in Argentina34.5 million
8Cristiano RonaldoPhoto after 2022 FIFA World Cup elimination34.3 million
9Leonel MessiPhoto of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton33 million
10Cristiano RonaldoGeorgina RodríguezTheir twins pregnancy announcement32.7 million
11Cristiano RonaldoPost in remembrance of Pelé32.4 million
12XXXTentacionFinal post before his death31.8 million
13Lionel MessiPhotos after 2022 FIFA World Cup match against Croatia29.8 million

The Average Amount of Time Spent on Instagram Every Day

67.) As per Data Reportal’s global overview report, Instagram users spend an average of 24 minutes each day on the platform. This translates to 11.2 hours every month.

This figure may be further broken down as per users’ age. Instagram users under the age of 25 spend 32 minutes/per day, and users over the age of 25 spend 24 minutes/per day on the platform.

Additional Stats:

  • Users of age below 25 spend more than 8 days each year on the network.
  • Users of age over 25 spend more than 6 days each year on the network.
  • A heavy social media user spends 1 hour and 25 minutes on average each day on the platform.
  • An average individual over the age of 18 will spend more than 19 days a year on social media across all platforms.

The introduction of Instagram Stories in 2016, which included features such as Boomerang & GIPHY stickers, has also led to an increase in the amount of time individuals spend on Instagram.

Source: (Instagram) (eMarketer)

Instagram Statistics for Businesses

90% of Instagrammers follow at least one brand

Instagram is a place to build brand networks and enhance engagement with existing and potential consumers. Instagram delivers new business features on a regular basis. The platform also has a dedicated Instagram for Business handle to help you get started. 

Instagram Statistics - Business

Know all about Instagram for Business by clicking HERE.

One in every two people has used Instagram to explore new businesses:

It’s a fantastic discovery tool! 50% of consumers use it to find new companies, goods, or services. Furthermore, two-thirds of respondents believe the platform promotes meaningful engagement with businesses.

Instagram is used by 44% of individuals to purchase on a weekly basis:

The shopping function was introduced recently, but it has already taken the retail industry by storm. According to an official Instagram report, 44 percent of users use the platform to shop on a weekly basis.

In 2021, Instagram’s ad reach surpassed that of Facebook:

Facebook’s worldwide ad. reach expanded by just 6.5%, while Instagram’s increased by a staggering 20.5%. If sponsored reach is a cornerstone of your social media plan. Take your business on the platform ASAP!

Brands post 1.6 times/day on average

Taking yearly posts into account,  62.7 % are images, and 16.3 % are videos. If you’ve been sticking to a photo-only strategy, now could be the time to branch out.

Did You Know?  77% of businesses use retargeting on Instagram to regain potential clients.

The Best Time To Post On Instagram (2024)

The best time to post on Instagram varies from day to day. You can check our detailed guide and find the best time to post on Instagram.

Here is a table that shows the best time to post on Instagram each day of the week:

DayIdeal Time to Post Peak Engagement Time
Monday6 Am, 10 Am, 10 Pm.11 Am to 2 Pm.
Tuesday2 Am, 4 Am, 9 Am.10 Am to 3 Pm.
Wednesday7 Am, 8 Am, 9 Am.11 Am to 1 Pm.
Thursday7 Am, 8 Am, 11 Pm.1 Pm to 3 Pm.
Friday5 Am, 1 Pm, 3 Pm.10 Am to 11 Am.
Saturday11 Am, 7 Pm, 8 Pm.10:00 am
Sunday 7 Am, 8 Am, 4 Pm.Around Noon.

One thing to remember is that these times may not work for all. You might want to consider the following factors before deciding your sweet spot for posting:

  • Time Zone and Location (of both yours and your audience).
  • Primary audience.
  • Your CTA.

NOTE: You might want to avoid publishing on Sundays because it has the lowest user involvement of the week.

Sources: (SproutSocial) (HubSpot)

How to Tackle the Issue of Time Zones:

If your followers are from various nations or even the east and west coasts of the United States, this might affect your engagement.

The easiest approach to deal with this is to use Instagram’s insights function, which provides free statistics to all professional account users in the application itself.

To access it, 

  • navigate to your profile page and click the menu icon in the upper right corner.
  • Select ‘insight’ from the list.
  • Select the ‘audience tab’.
  • scroll down to see the ‘Cities and location’ section.

By examining this data, you can determine what time zones the bulk of your users are in, and then arrange your posts around the top engagement periods We’ve shown above! Easy isn’t it?

Instagram Employee strength

There are currently 450 people working at Instagram serving 2 billion monthly users. This is a minuscule figure when compared to parent corporation Meta’s Facebook, which has approximately 58,600 employees serving 2.9 billion users.

In comparison to other successful social media players, Instagram has always managed to operate with a small crew. For e.g., Twitter employs 6,600 people and serves over one-third of Instagram’s MAUs.

Timeline of workforce

  • 2009: Kevin Systrom begins development on Burbn (Instagram) (single employee)
  • 2010: Mike Krieger joined the project, bringing the total number of staff to 2.
  • 2012: The Instagram staff expanded to 13 people, serving 30 million members before being acquired by Meta for half a billion U.S. dollars.
  • 2022: Instagram has 450 employees serving Over 2 Billion active users.

Trends To Lookout For In 2024

Change is the only constant on Instagram! If you want your presence to be felt by the majority of the audience, you need to stay up-to-date with the latest trends. As we wind up 2023 and enter 2024, we have mentioned some crucial Instagram trends to look into and implement into your campaign to make it big!

Trend #1: Reels, Reels, and more Reels.

Short-form video content is the eye-catcher on almost all social media platforms. Instagram reels, which were launched back in 2019 as the answer to TikToks, are spreading like wildfire. As a matter of fact, every Instagram user interacts with reels when they are on the platform. Check our complete guide on Instagram Reels here.

Trend #2: Paid advertising can be a way!

With the ever-changing Instagram algorithm, it is almost impossible to maintain a good organic reach on the platform. Harness the power of Instagram ads and get your business/brand in front of millions of eyeballs. A survey by Data Reportal reveals that Instagram can reach 1.44 billion people through ads.

Trend #3: Collaborations!

One more great way to get extra reach is to post collaborative posts with accounts with higher engagement.

Trend #4: Dance and Meme Revolution.

One-third of Instagram’s young users are “eager to see more dancing challenges in 2022,” according to the social media platform’s own 2022 trend report. Talking about memes, it has always been there, isn’t it? Make use of these and grow your account to the next level.

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