How Many People Use Instagram 2024 [New Data]

Instagram stats

With 2 billion monthly active users and over 500 million daily active users, Instagram is the third most popular social media platform worldwide. 

On average, users spend over half an hour daily on the platform. The majority of users are GenZand millennials. 

Let’s take a detailed look at the number of Instagram users, demographics, and more in this post. 

Top Instagram Users Statistics 2024

  • Instagram has 2 billion monthly active users (MAU) as of 2024.
  • With 385.4 billion users, India has the highest number of Instagram users worldwide as of 2024. 
  • 49.4% of Instagram users worldwide are female, while 50.6% of Instagram users are male as of 2024. 
  • The majority of Instagram users worldwide (62.3%) are between 18 and 34 years old.
  • The United States has 166.2 million Instagram users.
  • Most Instagram users in the United States (54.8% ) are between 18 and 34 years old. 
  • 55.4% of Instagram users in the United States are women, while 44.6% are men.

How Many People Use Instagram?

Instagram has over 2 billion active users, making up about 37% of the world’s internet users. As of 2024, Instagram continues to grow, adding new features and enhancing user experience

Instagram surpassed 2 million daily active users in 2021, and this number has been increasing steadily since then. 

However, in 2024, the number of Instagram users declined by 4 million compared to the previous year. In 2023, Instagram had 2.4 billion monthly active users worldwide. 

Note: These numbers are estimated according to external sources, as Meta does not provide any official data.

Instagram Monthly Active Users

The following table displays the number of Instagram users by year:

YearInstagram Monthly Active Users
20242 billion
20232.4 billion
20222.3 billion
20212 billion
20201.3 billion
20191.1 billion
20181 billion
2017700 million
2016500 million
2015370 million
2014200 million
2013110 million

Source: BusinessOfApps, Statista, Data Reportal.

Instagram Daily Active Users

Instagram has more than 500 million active users worldwide every day.

The majority of these users are active on Instagram to share their photos and videos.

Additional Insights On Instagram Monthly Active Users

  • Instagram is used by 38.68% of social media users.
  • 36.7% of the world’s 5.45 billion internet users access Instagram monthly.
  • Instagram is used by 25% of the world’s population as of October 2024.
  • 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 reached 100 million monthly active users in February 2013. 
  • 500 million MAUs used Instagram in June 2016.
  • In June 2018, Instagram reached 1 billion monthly active users.

Instagram Users By Country

With 385.4 million users, India has the highest number of Instagram users worldwide as of 2024. 

The United States follows India with an Instagram user count of 166.2 million.

Other countries with the highest number of Instagram users are Brazil, Indonesia, and Turkey.

Countries With The Most Instagram Users

Here is a table displaying the countries with the most Instagram users as of Q3 2024:

CountriesNumber of Instagram Users
India385.4 million
United States166.2 million
Brazil135.1 million
Indonesia99.4 million
Turkey58.5 million
Japan58.5 million
Mexico46.7 million
United Kingdom32.9 million
Germany31.9 million
Italy28.5 million

Source: Data Reportal.

Instagram User Demographics

Over half of Instagram users worldwide and in the United States are aged between 18 to 34 years. 

However, the gender split varies by region. Let’s take a closer look at the demographic breakdown of Instagram users. 

Instagram Users Age Demographics

31.3% of Instagram users are aged 18 to 24 years, while 31.0% of Instagram users belong to the age group of 25 to 34 years. 

With that majority of Instagram users worldwide are aged 18 to 34 years, accounting for 62.3% of the total Instagram users worldwide. 

Distribution Of Global Instagram Users By Age (2)

The following table displays the distribution of Instagram users by age. 

YearPercentage of Instagram Users Worldwide
18 to 2431.7%
25 to 3430.6%
35 to 4416.4%
45 to 549.0%
55 to 644.8%
65 years and above3.0%

Source: Data Reportal.

28.3% of Instagram users in the United States are aged 28.3%, while 26.5% are between 18 to 24 years old.

These numbers show that the majority of Instagram users in the United States are also aged between 18 and 34, accounting for 54.8% of the country’s users. 

Besides, 19.4% of the users are aged between 35 and 44, while just 5.8% of Instagram users in the United States are aged over 65. 

The following table displays the distribution of Instagram users by age group in the United States. 

Age GroupPercentage of Instagram Users in the US
18 to 2426.5%
25 to 3428.3%
35 to 4419.4%
45 to 5412.2%
55 to 647.8%
65 years and above5.8%

Source: Statista

Instagram User Gender Demographics

As of 2024, 50.6% of the Instagram users are male, while 49.4% are female.

This displays that the ratio of male and female Instagram users worldwide is almost similar. 

Gender Split Of Instagram Users

Here is a table showing the global gender distribution of Instagram users as of 2024:

GenderShare of Users
Males50.6%
Females49.4%

Source: Statista

55.4% of Instagram users in the United States are women, while 44.6% are men.

In converse to the trend observed in global Instagram user gender demographics, the majority of the platform users in the United States are females. 

The following table displays the gender distribution of male and female Instagram users in the United States. 

GenderShare of Instagram Users in the U.S.
Women55.4%
Men44.6%

Source: Statista

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.4
  • Around 15% of an influencer’s followers are fake.

Source: Basic Thinking, Instagram Blog

Instagram And Its Rank Amongst The Social Media Giants

Instagram is the third most popular social media platform worldwide, with 2 billion monthly active users. 

Meanwhile, Facebook is the most popular platform worldwide, with 3.07 billion monthly active users. 

Instagram’s parent corporation, Meta (Facebook) owns 3 of the top 6 social networks (Facebook, WhatsApp, and Instagram).

The following table displays the top social media networks worldwide by monthly active users.

Social Media PlatformActive Users
Facebook3.07 billion
YouTube2.50 billion
Instagram2.0 billion
WhatsApp2.0 billion
TikTok1.60 billion
WeChat1.36 billion
FB Messenger977 million
Telegram900 million
Snapchat800 million
Douyin755 million
Kuaishou697 million
Weibo588 million
X/Twitter586 million

Source: Data Reportal.

Instagram Stories Statistics

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

  • 7 out of 10 people on Instagram check out stories daily, and nearly 9 in 10 Instagram users post stories daily.
  • 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.”
  • On average, brands publish 10 stories every month.
  • The most active brands post 17 Stories per month.

Instagram Reel Statistics

Instagram reels are the direct answer to TikToks. Instagram reels have gained immense popularity ever since their launch in 2020.

Here are some more facts and figures associated with this cool feature:

  • Reels account for half of the time spent on Instagram.
  • 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. 
  • The average reach rate of Instagram reels is 30.81%.
  • Over 1 in 2 marketers use Instagram reels for influencer marketing.
  • The average reach of Instagram reels declined from 95,600 followers to 47,851 followers for the users that have 50k-45 million followers.

The following table displays the Instagram reach of the users by the number of followers.

Number of FollowersReached Followers in 2022Reached Followers in 2023
50k-45m95,60047,851
10k-50k16,8006,243
2k-10k3,4001,726
500-2k1,600753
Up to 5001,200288

Source: Statista

Instagram Threads 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 interesting facts and figures associated with the Threads app!

  • Currently, Threads has more than 200 million monthly active users and 33 million daily active users.
  • Threads became the fastest-growing consumer product ever, acquiring 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. However, nations in the European Union are excluded due to Instagram and Threads’ data-sharing policies.

Average Number Of Instagram followers

26.43% of Instagram users have less than 1000 followers.

At the same time, 49.94% of Instagram users have 1000 to 10,000 followers. 

The following table displays the distribution of Instagram users by the number of followers. 

Number Of FollowersPercentage Of Instagram Users
1,00026.43%
1,000 – 10,00049.94% 
10,000 – 50,00015.21%
50,000 – 100,0003.15% 
100K- 500K3.9%
500K to 1 million0.62%
More than 1 million 0.76 %

Source: Mention

Instagram Influencer Statistics

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

  • There are over 500,000 active influencers on Instagram.
  • 14.32% of the influencers on Instagram are lifestyle influencers.
  • 80.8% of marketers are planning to use Instagram for influencer marketing.
  • 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 purchase. 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, their influence undoubtedly maintains Instagram’s status as a shopping destination and social media platform. Picture posts (78%) and 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 industries. 

Some 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 638 million followers, accounting for over 31.35% of Instagram’s overall user population.

Here is a table displaying the Instagram users with the most followers worldwide. 

Instagram’s UsernameProfile Name (Owner)Instagram FollowersProfession 
@cristianoCristiano Ronaldo638 millionFootballer
@leomessiLionel Messi504 millionFootballer
@selenagomezSelena Gomez424 millionMusician, actress, producer, and businesswoman
@kyliejennerKylie Jenner397 millionTelevision personality, model, and businesswoman
@therockDwayne Johnson395 millionActor and professional wrestler
@arianagrandeAriana Grande376 millionMusician and actress
@kimkardashianKim Kardashian360 millionTelevision personality, model, and businesswoman
@beyonceBeyoncé316 millionMusician, actress, producer, and businesswoman
@khloekardashianKhloé Kardashian306 millionTelevision personality and model
@nikeNike304 millionSportswear multinational
@justinbieberJustin Bieber294 millionMusician
@KendalljennerKendall Jenner291 millionModel and television personality
@natgeoNational Geographic283 millionMagazine
@taylorswiftTaylor Swift283 millionMusician

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 at the FIFA World Cup 2022 celebration.

Lionel Messi’s post has over 75.1 million likes when writing this article.

Leonel Messi's Most Liked Instagram Post

The following table displays the most liked posts on Instagram.

RankAccount OwnerPost DescriptionNumber of Likes
1Lionel MessiPhotos of Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina75.1 million
2Chris GodfreyPhoto of an egg61.0 million
3Lionel MessiPhotos of Lionel Messi in bed with the FIFA World Cup Trophy54.2 million
4Cristiano RonaldoPhoto of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton42.2 million
5Lionel MessiPhoto of Lionel Messi on an airplane with the FIFA World Cup Trophy41.6 million
6Lionel MessiCelebrating the 2022 FIFA World Cup win in Argentina34.1million
7Cristiano RonaldoAl Nassr FCAnnouncement of Cristiano Ronaldo joining Al Nassr FC34.0 million
8Liz 6Reel of a sunset33.8 million
9Cristiano RonaldoPhoto after the 2022 FIFA World Cup elimination33.7 million
10XXXTentacionThis final post before his death33.3 million
11Leonel MessiPhoto of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton32.5 million
12Cristiano Ronaldo Georgina RodríguezTheir twin’s pregnancy announcement32.1 million
13Cristiano RonaldoPost in remembrance of Pelé31.9 million
14pop_cj6Removing animal masks in front of animal mothers.31.4
15Lionel MessiPhotos after 2022 FIFA World Cup match against Croatia29.4 million

The Average Amount Of Time Spent On Instagram Every Day

As per Data Reportal’s global overview report, Instagram users spend an average of 31 minutes and 40 seconds daily on the platform. This translates to 15 hours and 50 minutes 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 For 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!

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?

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 TikTok, 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. It has always been there when talking about memes, hasn’t it? Make use of these and grow your account to the next level.

Conclusion: Over 2 Billion People Worldwide Use Instagram

Instagram has evolved rapidly from a photo-sharing social media platform to one of the most used social media platforms worldwide.

Reels and short-form video content have grown more popular on Instagram, accounting for the majority of the engagement on the platform. 

Besides, more than 200 million businesses worldwide leverage the platform feature, as 44% of Instagram users prefer to shop weekly on Instagram.

Currently, Instagram is not just a social media platform but also a business platform for a large number of e-commerce owners. 

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