On average, the users spend over half an hour daily on the platform.
Besides, the majority of GenZ and Millenials prefer the platform.
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 million monthly active users as of 2024.
- With 362.9 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 (62.4%) are between 18 and 34 years old.
- The United States has 169.65 million Instagram users.
- Most Instagram users in the United States (55%) are between 18 and 34 years old.
- 55.7% of Instagram users in the United States are women, while 44.3% of Instagram users are men.
About Instagram
| Launched on | 6 October 2010 |
| Headquarters at | Menlo Park, California |
| People | Adam Mosseri (Head of Instagram), Kevin Systrom(co-founder), Mike Krieger (co-founder) |
| Parent Company | Meta (Facebook) |
| Monthly Active Users | 2 billion |
| Country with Highest Instagram Users | India: 362.9 million |
How Many People Use Instagram?
There are currently over 2 billion active users on Instagram every month.
According to data recorded in 2023 and January 2024, Instagram’s monthly active users declined by 4 million.
In 2023, the monthly active users on the platform were 2.4 billion.
Note: These numbers are estimated according to external sources, as Meta does not provide any official data.
Here is a table displaying Instagram MAUs over the years as of 2024:
| Year | Instagram Monthly Active Users |
|---|---|
| 2024 | 2 billion |
| 2023 | 2.4 billion |
| 2022 | 2.3 billion |
| 2021 | 2 billion |
| 2020 | 1.3 billion |
| 2019 | 1.1 billion |
| 2018 | 1 billion |
| 2017 | 700 million |
| 2016 | 500 million |
| 2015 | 370 million |
| 2014 | 200 million |
| 2013 | 110 million |
Source: BusinessOfApps, Statista
Additional Insights On Instagram Monthly Active Users
- Instagram is used by 39.68% of Social Media users
- 37.38% of the world’s 5.35 billion internet users access Instagram monthly.
- Instagram is used by 24.69% of the world’s population as of 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 surpassed 2 billion MAUs in October 2022.
Instagram Users By Country
With 362.9 billion users, India has the highest number of Instagram users worldwide as of 2024.
The United States follows India with an Instagram user count of 169.65 million.
Other countries with the highest number of Instagram users are Brazil, Indonesia, and Turkey.
The following table displays the countries with the highest number of Instagram users worldwide.
Here is a table displaying the countries with the most Instagram users as of 2024:
| Countries | Number of Instagram Users |
|---|---|
| India | 362.9 million |
| United States | 169.65 million |
| Brazil | 134.6 million |
| Indonesia | 100.9 million |
| Turkey | 57.1 million |
| Japan | 55.45 million |
| Mexico | 44.85 million |
| United Kingdom | 33.1 million |
| Germany | 30.35 million |
| Argentina | 27.85 million |
| Italy | 27 million |
| France | 25.9 million |
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.
- 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 billion active users, Instagram ranks 4th among the most popular social media networks globally as of 2024.
Facebook is the most popular platform worldwide, with 3.05 billion monthly users.
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 Platform | Active Users |
|---|---|
| 3,049 million | |
| YouTube | 2,491 million |
| 2,000 million | |
| 2,000 million | |
| TikTok | 1,562 million |
| 1,336 million | |
| FB Messenger | 979 million |
| Telegram | 800 million |
| Douyin | 752 million |
| Snapchat | 750 million |
| Kuaishou | 685 million |
| X/Twitter | 619 million |
Source: Statista
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 over 13 years.
In this section, you will take a detailed look at Instagram’s demographics.
Instagram Users By Age
The majority of Instagram users worldwide are between 18 and 34 years old, accounting for 62.4% of the platform’s user share.
Meanwhile, 16% of the users are between 35 and 44 years old.
Only 2.8% of the users are above 65 years old.
The following table displays the distribution of Instagram users by age.
| Year | Percentage of Instagram Users Worldwide |
|---|---|
| 18 to 24 | 31.8% |
| 25 to 34 | 30.6% |
| 35 to 44 | 16.0% |
| 45 to 54 | 8.7% |
| 55 to 64 | 4.5% |
| 65 years and above | 2.8% |
Source: Oberlo
55% of Instagram users in the United States are between 18 and 34 years old.
The majority of Instagram users in the United States belong to the age group of 25 to 34 years, with 28.4% of the share.
Besides, 19.5% of the users are aged between 35 to 44 years, while just 5.7% of the Instagram users in the United States are aged over 65 years.
The following table displays the distribution of Instagram users in the United States.
| Age Group | Percentage of Instagram Users in the US |
|---|---|
| 18 to 24 | 26.6% |
| 25 to 34 | 28.4% |
| 35 to 44 | 19.5% |
| 45 to 54 | 12.2% |
| 55 to 64 | 7.7% |
| 65 years and above | 5.7% |
Source: Statista
Gender Split Of Instagram Users
49.4% of Instagram users worldwide are female, while 50.6% of Instagram users are male as of 2024.
This displays that the ratio of male and female Instagram users worldwide is almost similar.
Here is a table showing the global gender distribution of Instagram users as of 2024:
| Gender | Share of Users |
|---|---|
| Males | 50.6% |
| Females | 49.4% |
Source: Statista
55.7% of Instagram users in the United States are women, while 44.3% of Instagram users are men.
In the United States, the majority of the Instagram audience is female.
The following table displays the gender distribution of male and female Instagram users in the United States.
| Gender | Share of Instagram Users in the U.S. |
|---|---|
| Women | 55.7% |
| Men | 44.3% |
Source: Statista
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.
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 |
|---|---|
| 2023 | Over 990 million |
| 2022 | 650 million |
| 2019 | 500 million |
| 2017 | 250 million |
| 2016 | 100 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? Keeping some vacant days on your content calendar for Instagram stories is okay.
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:
- 2 billion people all over the world interact with Instagram reels every month.
- 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 of the Instagram reel is 1.23% per post, and it is the most engaging Instagram post type.
- 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.
- 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 Followers | Reached Followers in 2022 | Reached Followers in 2023 |
|---|---|---|
| 50k-45m | 95,600 | 47,851 |
| 10k-50k | 16,800 | 6,243 |
| 2k-10k | 3,400 | 1,726 |
| 500-2k | 1,600 | 753 |
| Up to 500 | 1,200 | 288 |
Source: Statista
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 interesting facts and figures associated with the Threads app!
- Currently, Threads has more than 160 million 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 Followers | Percentage of Instagram Users |
|---|---|
| 1,000 | 26.43% |
| 1,000 – 10,000 | 49.94% |
| 10,000 – 50,000 | 15.21% |
| 50,000 – 100,000 | 3.15% |
| 100K- 500K | 3.9% |
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 627 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 Username | Profile Name (Owner) | Instagram Followers | Profession |
|---|---|---|---|
| @cristiano | Cristiano Ronaldo | 627 million | Footballer |
| @leomessi | Lionel Messi | 502 million | Footballer |
| @selenagomez | Selena Gomez | 429 million | Musician, actress, producer, and businesswoman |
| @kyliejenner | Kylie Jenner | 400 million | Television personality, model, and businesswoman |
| @therock | Dwayne Johnson | 397 million | Actor and professional wrestler |
| @arianagrande | Ariana Grande | 380 million | Musician and actress |
| @kimkardashian | Kim Kardashian | 364 million | Television personality, model, and businesswoman |
| @beyonce | Beyoncé | 320 million | Musician, actress, producer, and businesswoman |
| @khloekardashian | Khloé Kardashian | 310 million | Television personality and model |
| @nike | Nike | 307 million | Sportswear multinational |
| @Kendalljenner | Kendall Jenner | 294 million | Model and television personality |
| @justinbieber | Justin Bieber | 292 million | Musician |
| @natgeo | National Geographic | 284 million | Magazine |
| @taylorswift | Taylor Swift | 283 million | Musician |
| @virat.kohli | Virat Kohli | 267 million | Cricketer |
| @jlo | Jennifer Lopez | 253 million | Musician and actress |
| @nickiminaj | Nicki Minaj | 229 million | Musician |
| @kourtneykardash | Kourtney Kardashian | 224 million | Television personality and model |
| @neymarjr | Neymar | 220 million | Footballer |
| @mileycyrus | Miley Cirus | 217 million | Musician 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 at the FIFA World Cup 2022 celebration.
Lionel Messi’s post had over 75.74 million likes when writing this article.
The following table displays the most liked posts on Instagram.
| Rank | Account Owner | Post Description | Number of Likes |
|---|---|---|---|
| 1 | Lionel Messi | Photos of Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina | 75.74 million |
| 2 | Chris Godfrey | Photo of an egg | 60.1 million |
| 3 | Lionel Messi | Photos of Lionel Messi in bed with the FIFA World Cup Trophy | 54.5 million |
| 4 | Cristiano Ronaldo | Photo of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton | 42.5 million |
| 5 | Lionel Messi | Photo of Lionel Messi on an airplane with the FIFA World Cup Trophy | 41.8 million |
| 6 | Lionel Messi | Celebrating the 2022 FIFA World Cup win in Argentina | 34.2 million |
| 7 | Liz 6 | Reel of a sunset | 34.2 million |
| 8 | Cristiano RonaldoAl Nassr FC | Announcement of Cristiano Ronaldo joining Al Nassr FC | 34.2 million |
| 9 | Cristiano Ronaldo | Photo after the 2022 FIFA World Cup elimination | 34.0 million |
| 10 | Leonel Messi | Photo of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton | 32.7 million |
| 11 | XXXTentacion | This final post before his death | 32.7 million |
| 12 | Cristiano RonaldoGeorgina Rodríguez | Their twin’s pregnancy announcement | 32.2 million |
| 13 | Cristiano Ronaldo | Post in remembrance of Pelé | 32.1 million |
| 14 | Lionel Messi | Photos after 2022 FIFA World Cup match against Croatia | 29.5 million |
| 15 | Cristiano Ronaldo | Cristiano Ronaldo being presented to the Al Nassr FC fans | 27.8 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.
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.
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:
| Day | Ideal Time to Post | Peak Engagement Time |
|---|---|---|
| Monday | 6 Am, 10 Am, 10 Pm. | 11 Am to 2 Pm. |
| Tuesday | 2 Am, 4 Am, 9 Am. | 10 Am to 3 Pm. |
| Wednesday | 7 Am, 8 Am, 9 Am. | 11 Am to 1 Pm. |
| Thursday | 7 Am, 8 Am, 11 Pm. | 1 Pm to 3 Pm. |
| Friday | 5 Am, 1 Pm, 3 Pm. | 10 Am to 11 Am. |
| Saturday | 11 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.
With 2 billion monthly active users, Instagram is the fourth most used social media platform worldwide.
On average, the users spend over half an hour daily on the platform.
Besides, the majority of GenZ and Millenials prefer the platform.
Let’s take a detailed look at the number of Instagram users, demographics, and more in this post.
Top Instagram User Statistics of 2024
- Instagram has 2 million monthly active users as of 2024.
- With 362.9 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 (62.4%) are between 18 and 34 years old.
- The United States has 169.65 million Instagram users.
- Most Instagram users in the United States (55%) are between 18 and 34 years old.
- 55.7% of Instagram users in the United States are women, while 44.3% of Instagram users are men.
How Many People Use Instagram?
There are currently over 2 billion active users on Instagram every month.
According to data recorded in 2023 and January 2024, Instagram’s monthly active users declined by 4 million.
In 2023, the monthly active users on the platform were 2.4 billion.
Note: These numbers are estimated according to external sources, as Meta does not provide any official data.
Here is a table displaying Instagram MAUs over the years as of 2024:
| Year | Instagram Monthly Active Users |
|---|---|
| 2024 | 2 billion |
| 2023 | 2.4 billion |
| 2022 | 2.3 billion |
| 2021 | 2 billion |
| 2020 | 1.3 billion |
| 2019 | 1.1 billion |
| 2018 | 1 billion |
| 2017 | 700 million |
| 2016 | 500 million |
| 2015 | 370 million |
| 2014 | 200 million |
| 2013 | 110 million |
Source: BusinessOfApps, Statista
Additional Insights On Instagram Monthly Active Users
- Instagram is used by 39.68% of Social Media users
- 37.38% of the world’s 5.35 billion internet users access Instagram monthly.
- Instagram is used by 24.69% of the world’s population as of 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 surpassed 2 billion MAUs in October 2022.
Instagram Users By Country
With 362.9 billion users, India has the highest number of Instagram users worldwide as of 2024.
The United States follows India with an Instagram user count of 169.65 million.
Other countries with the highest number of Instagram users are Brazil, Indonesia, and Turkey.
The following table displays the countries with the highest number of Instagram users worldwide.
Here is a table displaying the countries with the most Instagram users as of 2024:
| Countries | Number of Instagram Users |
|---|---|
| India | 362.9 million |
| United States | 169.65 million |
| Brazil | 134.6 million |
| Indonesia | 100.9 million |
| Turkey | 57.1 million |
| Japan | 55.45 million |
| Mexico | 44.85 million |
| United Kingdom | 33.1 million |
| Germany | 30.35 million |
| Argentina | 27.85 million |
| Italy | 27 million |
| France | 25.9 million |
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.
- 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 billion active users, Instagram ranks 4th among the most popular social media networks globally as of 2024.
Facebook is the most popular platform worldwide, with 3.05 billion monthly users.
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 Platform | Active Users |
|---|---|
| 3,049 million | |
| YouTube | 2,491 million |
| 2,000 million | |
| 2,000 million | |
| TikTok | 1,562 million |
| 1,336 million | |
| FB Messenger | 979 million |
| Telegram | 800 million |
| Douyin | 752 million |
| Snapchat | 750 million |
| Kuaishou | 685 million |
| X/Twitter | 619 million |
Source: Statista
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 over 13 years.
In this section, you will take a detailed look at Instagram’s demographics.
Instagram Users By Age
The majority of Instagram users worldwide are between 18 and 34 years old, accounting for 62.4% of the platform’s user share.
Meanwhile, 16% of the users are between 35 and 44 years old.
Only 2.8% of the users are above 65 years old.
The following table displays the distribution of Instagram users by age.
| Year | Percentage of Instagram Users Worldwide |
|---|---|
| 18 to 24 | 31.8% |
| 25 to 34 | 30.6% |
| 35 to 44 | 16.0% |
| 45 to 54 | 8.7% |
| 55 to 64 | 4.5% |
| 65 years and above | 2.8% |
Source: Oberlo
55% of Instagram users in the United States are between 18 and 34 years old.
The majority of Instagram users in the United States belong to the age group of 25 to 34 years, with 28.4% of the share.
Besides, 19.5% of the users are aged between 35 to 44 years, while just 5.7% of the Instagram users in the United States are aged over 65 years.
The following table displays the distribution of Instagram users in the United States.
| Age Group | Percentage of Instagram Users in the US |
|---|---|
| 18 to 24 | 26.6% |
| 25 to 34 | 28.4% |
| 35 to 44 | 19.5% |
| 45 to 54 | 12.2% |
| 55 to 64 | 7.7% |
| 65 years and above | 5.7% |
Source: Statista
Gender Split Of Instagram Users
49.4% of Instagram users worldwide are female, while 50.6% of Instagram users are male as of 2024.
This displays that the ratio of male and female Instagram users worldwide is almost similar.
Here is a table showing the global gender distribution of Instagram users as of 2024:
| Gender | Share of Users |
|---|---|
| Males | 50.6% |
| Females | 49.4% |
Source: Statista
55.7% of Instagram users in the United States are women, while 44.3% of Instagram users are men.
In the United States, the majority of the Instagram audience is female.
The following table displays the gender distribution of male and female Instagram users in the United States.
| Gender | Share of Instagram Users in the U.S. |
|---|---|
| Women | 55.7% |
| Men | 44.3% |
Source: Statista
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.
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 |
|---|---|
| 2023 | Over 990 million |
| 2022 | 650 million |
| 2019 | 500 million |
| 2017 | 250 million |
| 2016 | 100 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? Keeping some vacant days on your content calendar for Instagram stories is okay.
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:
- 2 billion people all over the world interact with Instagram reels every month.
- 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 of the Instagram reel is 1.23% per post, and it is the most engaging Instagram post type.
- 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.
- 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 Followers | Reached Followers in 2022 | Reached Followers in 2023 |
|---|---|---|
| 50k-45m | 95,600 | 47,851 |
| 10k-50k | 16,800 | 6,243 |
| 2k-10k | 3,400 | 1,726 |
| 500-2k | 1,600 | 753 |
| Up to 500 | 1,200 | 288 |
Source: Statista
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 interesting facts and figures associated with the Threads app!
- Currently, Threads has more than 160 million 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 Followers | Percentage of Instagram Users |
|---|---|
| 1,000 | 26.43% |
| 1,000 – 10,000 | 49.94% |
| 10,000 – 50,000 | 15.21% |
| 50,000 – 100,000 | 3.15% |
| 100K- 500K | 3.9% |
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 627 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 Username | Profile Name (Owner) | Instagram Followers | Profession |
|---|---|---|---|
| @cristiano | Cristiano Ronaldo | 627 million | Footballer |
| @leomessi | Lionel Messi | 502 million | Footballer |
| @selenagomez | Selena Gomez | 429 million | Musician, actress, producer, and businesswoman |
| @kyliejenner | Kylie Jenner | 400 million | Television personality, model, and businesswoman |
| @therock | Dwayne Johnson | 397 million | Actor and professional wrestler |
| @arianagrande | Ariana Grande | 380 million | Musician and actress |
| @kimkardashian | Kim Kardashian | 364 million | Television personality, model, and businesswoman |
| @beyonce | Beyoncé | 320 million | Musician, actress, producer, and businesswoman |
| @khloekardashian | Khloé Kardashian | 310 million | Television personality and model |
| @nike | Nike | 307 million | Sportswear multinational |
| @Kendalljenner | Kendall Jenner | 294 million | Model and television personality |
| @justinbieber | Justin Bieber | 292 million | Musician |
| @natgeo | National Geographic | 284 million | Magazine |
| @taylorswift | Taylor Swift | 283 million | Musician |
| @virat.kohli | Virat Kohli | 267 million | Cricketer |
| @jlo | Jennifer Lopez | 253 million | Musician and actress |
| @nickiminaj | Nicki Minaj | 229 million | Musician |
| @kourtneykardash | Kourtney Kardashian | 224 million | Television personality and model |
| @neymarjr | Neymar | 220 million | Footballer |
| @mileycyrus | Miley Cirus | 217 million | Musician 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 at the FIFA World Cup 2022 celebration.
Lionel Messi’s post had over 75.74 million likes when writing this article.
The following table displays the most liked posts on Instagram.
| Rank | Account Owner | Post Description | Number of Likes |
|---|---|---|---|
| 1 | Lionel Messi | Photos of Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina | 75.74 million |
| 2 | Chris Godfrey | Photo of an egg | 60.1 million |
| 3 | Lionel Messi | Photos of Lionel Messi in bed with the FIFA World Cup Trophy | 54.5 million |
| 4 | Cristiano Ronaldo | Photo of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton | 42.5 million |
| 5 | Lionel Messi | Photo of Lionel Messi on an airplane with the FIFA World Cup Trophy | 41.8 million |
| 6 | Lionel Messi | Celebrating the 2022 FIFA World Cup win in Argentina | 34.2 million |
| 7 | Liz 6 | Reel of a sunset | 34.2 million |
| 8 | Cristiano RonaldoAl Nassr FC | Announcement of Cristiano Ronaldo joining Al Nassr FC | 34.2 million |
| 9 | Cristiano Ronaldo | Photo after the 2022 FIFA World Cup elimination | 34.0 million |
| 10 | Leonel Messi | Photo of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton | 32.7 million |
| 11 | XXXTentacion | This final post before his death | 32.7 million |
| 12 | Cristiano RonaldoGeorgina Rodríguez | Their twin’s pregnancy announcement | 32.2 million |
| 13 | Cristiano Ronaldo | Post in remembrance of Pelé | 32.1 million |
| 14 | Lionel Messi | Photos after 2022 FIFA World Cup match against Croatia | 29.5 million |
| 15 | Cristiano Ronaldo | Cristiano Ronaldo being presented to the Al Nassr FC fans | 27.8 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.
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.
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:
| Day | Ideal Time to Post | Peak Engagement Time |
|---|---|---|
| Monday | 6 Am, 10 Am, 10 Pm. | 11 Am to 2 Pm. |
| Tuesday | 2 Am, 4 Am, 9 Am. | 10 Am to 3 Pm. |
| Wednesday | 7 Am, 8 Am, 9 Am. | 11 Am to 1 Pm. |
| Thursday | 7 Am, 8 Am, 11 Pm. | 1 Pm to 3 Pm. |
| Friday | 5 Am, 1 Pm, 3 Pm. | 10 Am to 11 Am. |
| Saturday | 11 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.
