Instagram Statistics and Facts By Media Culture

Introduction

Instagram Statistics: Instagram has been a major part of social media culture since 2010 and now has over 2 billion monthly active users globally, ranking it among the top five platforms in the world. Instagram’s short-form video format, Reels, hit a massive milestone of over 150 billion daily viewers coming late 2024, which is reflective of the staggering user engagement growth within the platform.

By January 2025, 5.24 billion of the world’s population, almost 64%, were using social media in some way, with Instagram a major player in that space. Unique to Instagram is the combination of visual storytelling, hashtags, discoverability features, and in-app commerce that keeps users engaged for a staggering average of almost 2 hours daily.

Instagram has shifted from a photo-sharing app to an entertainment and shopping center, all with an audience of 1.8 billion Reels users. If brands and audiences are your thing, Instagram is still a top-tier platform, a canvas and a window for a dynamic, immersive experience with limitless marketing potential.

Editor’s Choice

• Instagram has more than 2 billion monthly active users, which makes it the 3rd most-used social network after YouTube and Facebook.
• Gender wise Instagram has around 50.6% of males and 49.4% of female users.
• On Instagram, 47.3% of female users are aged above 18, and the other 52.7% of users are male.
• In the US, 55.4% of female Instagram users are above 18, and the other 44.6% are male.
• In the US, among Gen Z, 85% are iOS users who are aged 16-25.
• Around 62.7% of the Instagram users somewhat or actively follow or research brands/products on the platform.
• Mid-size brands with followers around 50K-200K are also growing steadily, with a stable reach rate of 1.6%.
• Approximately, people share 694,000 reels through DM every minute.
• After launching in 2010, Instagram’s revenue has been growing gradually, but in 2021, it saw a sudden jump and reached $32 billion.
• In 2023, Instagram’s global revenue was projected to reach at $49.8 billion, and its global ad revenue was projected at $36.9 billion.
• Instagram hosts more than 200 million organisations that advertise their products.
• According to the reports, there are more than 500,000 active influencers on Instagram.
• 14.32% of influencers are lifestyle influencers among others.
• 74% of marketers use Instagram to find new leads for their website or business. 69% of users use it to boost brand awareness, and for 46% of users, it acts as a sales-increasing machine.
• In 2024, Instagram ads revenue reached $70 billion.

General Instagram Statistics

• Instagram has more than 2 billion monthly active users, which makes it the 3^rd most using social network after YouTube and Facebook.
• With more than 2 billion active monthly users Instagram peaks at the 3^rd most visited social network by number of users. As compared to Facebook with 3.07 billion and YouTube with 2.53 billion monthly users.
• Instagram is mostly gained popularity with younger individuals, mainly on those aged 25-34, who make up over 31% of the user base.
• India has ranked at the top in users with 385.4 million, US make it up to the second with 166.2 million users followed by Brazil with 135.1 million users.
• Gender wise Instagram has around 50.6% of males, and 49.4% of female users.
• Users on Instagram spend an average of 33.9 minutes per day on Instagram, with almost 20% of users are daily active, and 21% of users log in on a weekly basis.
• Instagram is considered as the second most popular social media network for marketing, as 79% of global marketers use it for advertising and branding.
• Among users 34.6% of the 5.78 worldwide mobile users use Instagram monthly. Fun fact: it exceeds the population in Europe and North America.
• According to the research by Kepios, just 0.2% users at Instagram are unique to the platform.
• 61% of social media users shifting their preferences to Instagram with other platforms when it comes to shopping or their next purchase. Instagram outperforms every other platform in terms of driving product discovery.

(Source: Sproutsocial)

Major Statistics

• Instagram competes with top brands such as Facebook with 80.3% users, YouTube with 76.9% users and TikTok with 54.3% users.
• As of April 2024, Facebook has the most monthly active users with 3 billion and Instagram and WhatsApp both have 2 billion monthly active users.
• According to the finding of SimilarWeb, as of Feb 2025, after Google, YouTube and Facebook, Instagram.com becomes the 4^th mostly visited website globally, with an average visit length is 8:38.
• With users like Cristiano Ronaldo who have 655 million followers, followed by Leo Messi who have 505 million followers, Selena Gomez with 419 million followers and Dwayne “The Rock” Johnson who have 393 million followers, Instagram became more and more popular among Millennials and Gen Z’s.
• Around 54% of individuals who earn approximately $70k-$99.9k, use Instagram, with 47% of those who earn $30k-$69.9k and with 41% of those who earn less than $30k.

Instagram User Demographics

By Gender

• On Instagram 47.3% female users are aged above 18 and the other 52.7% users are male.
• In US, 55.4% female Instagram users are above 18 and the other 44.6% are male.
• United States has the largest age group in terms of Instagram users, with 76% of people are 18-24 and 57% of users are 25-30 year old.
• Instagram previously had more male active users than female. But, as of Jan 2024, this gender difference is mixing up. And currently Instagram has 44.6% active male users as compared to 55.4% female users.

(Source: socialpilot, wp-content )

By Age

• 76% of US citizens who use Instagram is around 18-29 years old.
• 66% of US citizens who use Instagram is around 30-49 years old.
• 36% of US citizens who use Instagram is around 50-64 years old.
• 19% of US citizens who use Instagram is around 65+ years old.
• Instagram is considered as a great platform to attract younger audiences. With TikTok at 68% preferred among today’s youth, but it still cannot out run Instagram.
• Even though TikTok is much hyped in the US, still Instagram is the preferred social media network there among the users aged 13-28.

(Source: sproutsocial.com )

By Generations

• In terms of generational demographics, the highest usage of Instagram can be seen among Gen Z and Millennials.
• According to the data, more than 60% users are aged between 18 to 34. In other words Gen Z’s prefer Instagram over any other platforms.
• Approximately 91% of users have a genuine profile on Instagram.
• Despite its popularity among Gen Z and Millennials, Instagram has a huge demand across all age groups. Instagram has more than 32% of users aged 35 or more than that.
• In the US among Gen Z 85% are iOS users who aged 16-25.

(Source: Hootsuite, wp-content )

By Users

• India leads with 385.4 million active Instagram users, same as any other platforms.
• After India, US is next with 166.2 million Instagram users, following with Brazil with 135.1 million users.
• In terms of educational users, 41% of them educated at high school or less.
• 51% of the users graduated from the college.
• 57% of the users are educated at more than college level.
• In terms of US regional users, 51% of the users are living in an urban area.
• 54% of the users are living in a suburban area.
• 39% of the users are living in a rural area.
• Around 62.7% of the Instagram users somewhat or actively follow or research brands/products on the platform.

(Source: Statista)

By Income

• Among Instagram users, 40% of them earning less than $30,000.
• 47% of the users who use the app earn between $30,000 and $69,999.
• 54% of the user who use the app earns between $70,000 to $99,999.
• 58% of the user who use the app earns more than $100,000.

Stories and Reels Statistics

• Mid-size brands with followers around 50K-200K also growing steadily with a stable reach rate of 1.6%.
• According to a Socialinsider report, brands with 1k-5k followers have the highest rate of Reels viewers with 20%.
• Accounts with 5k-10k followers comes after that with the rate of 10.20%.

(Source: sproutsocial)

• According to the Sprout Social’s 2024 Social Media Content Strategy Report, short videos less than 15 seconds are the most popular among those users who’s interacting with brand content.
• After the global popularity of Reels, brands and other companies are also entering in this market.
• According to Socialinsider, between 2023–2024, a 12% increase can be seen in Reels usage among brands.
• When it comes to Instagram, a surprising fact is that an average Insta story is seen by less than 1 person, as compared to 11 users per Reel and 7.8 users per merry-go-round.
• Almost a 71.9% of Instagram’s brand content is appears in Insta Stories.
• Instagram users spend almost 60% of their time online watching Reels.
• Instagram Reels are getting re-shared more than 4.5 billion times a day.
• Instagram Reels generate 2x as many impressions and outperforms other contents with an average reach rate of 30.81%.
• Approximately, people share 694,000 reels through DM every minute.
• People create short narrative type stories which is also trending in the social media, with 35% of video consumers prefer a mix of photos, videos and text.
• Instagram reels can be 90 seconds long. And can be create with a set of editing tools and audio tracks, sound effects and transitions.

Instagram Revenue Statistics

• After launching in 2010, Instagram’s revenue has been growing gradually, but in 2021, it saw a sudden jump and reached at $32 billion.
• In 2022, Instagram generated an estimated amount of $51.4 billion in revenue.
• In 2023, Instagram was projected to reach at almost $23 billion US dollars in revenue in the United States.
• In 2025, Instagram’s revenue is estimated to increase at $29 billion US dollars.

(Source: statista)

Instagram ADs Statistics

• In 2023, Instagram’s global revenue was projected to reach at $49.8 billion, and its global ad revenue was projected at $36.9 billion.
• In 2023, Instagram’s ad revenue was totalled at $50.58 billion, with in-feed ads being an important role to play.
• Same year only Instagram stories ads accounted for 26.7% of the revenue.
• In 2024 the AD revenue was expected to rise to $59.6 billion.
• Instagram becoming a great platform for brand advertising, with an increment in ad reach at 12.2% each and every year.
• Instagram’s feed ads have a higher click-through rate aka CTR of 0.22% to 0.88% as compared to stories ads.
• According to the stats of Hubspot, an average ad costs up to $0.7 to $1 per click.
• Facebook stated that 79% of Instagram users who see an ad on their feed click on it to find more information about it.
• Marketers experienced a major challenge with fake bot accounts, which leads to a substantial loss of $1.3 billion in a year within the advertising ecosystem.
• Instagram have 0.97% engagement rate for all post types.
• Turkey peaks with the highest advertising reach of 76% among its population among 13 years old or above.
• Instagram’s estimated advertising reach is capable of reaching 25.9% of the global population and currently reach up to 1.65 billion.

Instagram Users by Country

• India has ranked at the top in users with 385.4 million.
• US make it up to the 2^nd with 166.2 million users.
• Brazil ranks at 3^rd with 135.1 million users.
• Indonesia comes at 4^th with 99.4 million users worldwide.
• Turkey makes up to the fifth with 58.5 million active Instagram users.
• Japan has a 58.5 million active Instagram users.
• Mexico has 46.7 million active Instagram users.
• United Kingdom has 32.9 million active Instagram users.
• Germany has 31.9 million active Instagram users.
• Italy has 28.5 million active Instagram users.

(Source: Demandsage)

Instagram Threads Statistics

• As of 2025, Threads has over 200 million monthly active Instagram users and almost 33 million daily active users.
• After launching Threads, it becomes the fastest-growing consumer product ever created, obtaining around 100 million users in just 5 days.
• Threads gained over 2 million users within the first 2 hours plus 10 million users in the first 7 hours of its launch.
• Within the first 24 hours after launching, there are more than 100 million Threads were shared.
• Thread app is initially launched in 100 countries but after that it expanded itself gracefully. But due to Instagram and Threads data sharing policies it still not available in the European Nations.

Influencer Statistics

• According to the reports, there are more than 500,000 active influencers on Instagram.
• 14.32% influencers are lifestyle influencers among others.
• According to stats, around 80.8% of marketers are thinking about using Instagram for influencer marketing.
• Marketers on Instagram get scammed sometimes as influencers are paid on the basis of their followers, and sometime the followers are filled with bot’s, and costs marketers a ton of money.
• An influencer who has 43,000 followers on Instagram can expect to make $37,442 per year, if he/she posts 8 posts and 8 stories every month.
• In 2019, brands got scammed for $1.3 billion dollars via fake bot profiles.
• Influencers on Instagram with followers around 10k can get paid around $80-$90 per post.
• Influencers on Instagram with followers around 100k can get paid around $200 per post.
• Influencers on Instagram with followers between 250k to 500k can easily get paid around $670 per post.
• Influencers on Instagram with followers around 1 million can easily get paid around $1900 per post.

Instagram Business Stats

• Instagram hosts more than 200 million organisations who advertise their products.
• Around 86% of US based online retailers have a genuine Instagram account.
• After US, around 81% of UK retailers followed by 75% of Germany retailers have actual Instagram accounts.
• 90% of Instagram users follow over one business or brands accounts.
• Around 62% of Instagram users reported that their share of interest increased after seeing a brand in a story.
• 81% of users on Instagram search new products or services on daily basis.
• According to Instagram, users bought a product after seeing it on the platform.
• Brands on Instagram post daily on an average of 1.56 times.
• For most fashion brands (98%)  Instagram plays like a key marketing channel.
• Every month more than 150 million people start a business on or with Instagram.
• Users on Instagram visit the platform only to interact with their content creators or to get updates on them.
• Instagram plays like a key lead generation brand for almost 93% of marketers.
• Nano-influencers on Instagram amounted to 54%, and micro-influencers are 33%.
• 74% of marketers use Instagram to fine new leads for their website or business. 69% of users use it to boost brand awareness and for 46% of users, it acts as a sales-increasing machine.

Instagram Followers Statistics

• 26.43% of users on Instagram have less than 1000 followers.
• On the other hand, 49.94% of users on Instagram have 1000 to 10,000 followers.
• Businesses on Instagram who has less than 10,000 followers have an average engagement rate of 0.6%.
• Short-form content such as reels that are around 60-90 seconds, generates almost 24% more shares.
• 15.21% of users on Instagram have 10,000 to 50,000 followers.
• 3.15% of users on Instagram have 50,000 to 100,000 followers.
• 3.9% of users on Instagram have 100K to 500K followers.
• 0.62% of users on Instagram have 500K to 1 million followers.
• 0.76 % of users on Instagram have more than 1 million followers.

Marketing Statistics

• In 2024, Instagram ads revenue reached at $70 billion.
• In terms of business accounts, carousel posts always have a chance of getting higher engagement rates compared to single posts.
• For things like product review and recommendations, 44% of users rely on Instagram itself.
• 67% of Instagram users use the platform for researching purposes.
• Around 87% of Instagram users click on an ad after seeing it on feed.
• According to data available on the net Instagram has an estimated reach of 1.74 billion US dollars.
• The CTR for Instagram ads is estimated to be from $0.20 to $2 dollars.
• According to the reports, the CTR on Instagram feed ads is between 0.22 and 0.88%.

Conclusion

In conclusion, Instagram has remained one of the strongest platform for businesses and creators alike across the globe. With over 2 billion monthly active users, it has tremendous potential for brand awareness, influencer marketing and engaging your audience.

The introduction of video features such as Reels and stories are other critical areas better utilized by businesses looking to solidify themselves in the video content and social commerce space.

Businesses are using Instagram to drive traffic to their websites, to generate leads, and to build solid online communities. These above-mentioned Instagram stats show to us clearly that Instagram is not only growing but is shaping the future of digital marketing.

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