60 Instagram Statistics Marketers Need To Know (Updated for 2023)

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Lynn Corbitt

Last Updated: Dec 21, 2022

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Are you using Instagram statistics properly? Statistics exist to show marketers and their clients what they’re doing right and where they can improve their current Instagram campaigns. Though many marketers and their clients know the importance of these statistics, few understand how to effectively use them to bolster their Instagram marketing campaigns

In this article, we’ll be looking at the most important Instagram statistics marketers need to know in 2023.

Instagram Active Accounts

As marketers craft their 2023 social media marketing campaigns for their clients’ Instagram accounts, one of the most important Instagram statistics to pay attention to is the number of active accounts on Instagram. Currently, over 1 billion active users have an Instagram account with over 500 million users accessing their Instagram accounts on a daily basis. 

Paying attention to these statistics will help marketers better refine their targeting efforts. While many brands and influencers try to inflate their follower count with Instagram followers that they pay for, oftentimes these accounts are no longer active or are bots. Use these statistics to start weeding out fake and inactive profiles on your clients’ Instagram accounts. By refining your clients’ followings to real and active Instagram followers, you’ll soon see an increase in overall engagement

Time Spent on Instagram

Though Instagram is one of the most important platforms that brands use to connect with their customers and increase brand awareness, the way Instagrammers are interacting with the platform is changing.

“The average Instagram user under the age of 25, spends a total of 32 minutes a day on the platform, while those older spend about 24 minutes daily.”

– @kicksta.co

This information highlights the importance of delivering content in a quick and easy manner. Marketers hoping to improve their reach in this 30-minute block of time should invest in powerful, visually stimulating content that is quick and easy for Instagram followers to digest. With over 100 million videos and photos saturating Instagram daily, marketers need to supplement their content creation with more intentional growth strategies

While 30 minutes may not seem like a lot of time, comparatively, Facebook users typically spend 34 minutes on the platform, an average of 30 minutes a day on Snapchat, and 52 minutes on TikTok. With Instagram still having the 4th-most users of any mobile app, marketers should do all they can to make the most of users’ time on the app.

User Stats in the U.S.

Marketers that are reaching out to a US-based audience should pay attention to statistics like the number of Instagram users in America. 63% of the users from the U.S. use Instagram daily. 

The age group that uses Instagram most are those aged 18-26 at 67%, while those that use Instagram the least are the elderly, aged 65+ consisting of just 8%. As to gender, 52% of Instagrammers are females, while males make up 48%.

More studies show that 116 million Instagram users are located in the U.S., 37% of whom are adults. Thus, an average of 43 million adults actively use Instagram and may potentially become new customers.  On the other hand, the remaining 72% of Instagrammers are teens with 32% listing Instagram as their most important social network.

While a small amount of U.S. users shop on Instagram, (11% to be exact), brands hoping to use Instagram for business must rely on marketers’ improved efforts to cash in on these shoppers. 

User Stats Outside The U.S.

While Americans are the largest Instagram audience, 89% of Instagrammers are located outside the U.S. Among the top five countries for Instagram users include India with 120 million users, Brazil with 95 million users, Indonesia with 78 million, and Russia with 54 million users. In addition, the country that Instagram reaches the highest percentage of its population is Brunei at 60%. 

As a marketer, this information is essential to determine and define a specific target audience on Instagram, and most especially what kind of content to create. 

Number of Users

A total of 1 billion people use Instagram each month. This means this is still the largest platform that businesses can use to directly access their audience. 

Though most brands understand the power of Instagram for business, many need to take an updated approach to their Instagram campaigns. Though there are 1 billion users on Instagram, there are millions of brands, businesses, and other Instagrammers that are competing for your audience’s attention. 

Statistics like these highlight the importance of standing out amongst the competition on Instagram. Many marketers rely on Instagram growth services to attract more Instagram followers to increase their clients’ engagement. With services like Kicksta, marketers can better connect their clients with their target audience. 


Business Profile Stats

Instagram is a powerful tool for businesses. With over 25 million businesses using Instagram to connect with their audiences, more brands than ever before are finding new ways to use the platform to bridge the gap between consumers and companies. 

Though many Instagrammers use their accounts to follow friends, family members, and celebrities, 90% of Instagram users also follow their favorite brands that use Instagram for business. With this in mind, marketers must double their efforts in 2023 to strengthen their Instagram marketing efforts. 

Compared to the number of users on Instagram, there’s a relatively small number of business profiles on the platform. Brands and businesses can use this to their advantage as more and more consumers are interested in connecting with brands through Instagram. Marketers can harness this interest by using their clients’ business Instagram accounts to the fullest potential. 

With promotions via Instagram’s sponsored posts, shoppable content, an optimized profile, and more intentional efforts to monetize their client’s Instagram accounts, marketers can bolster their Instagram campaigns to maximize their marketing efforts. 

Instagram Engagement Stats

With such a high percentage of accounts following businesses, it makes sense that 200 million Instagram users visit one or more business profiles daily. The median engagement rate on Instagram is 1.60%. This percentage speaks to the level of organic reach that Instagrammers have when interacting with business profiles as well as the accounts of other users. 

Though 1.6% may seem particularly low, these Instagram statistics indicate ample room for growth for marketers hoping to drive engagement for their clients. Other Instagram statistics also show that video content receives 38% higher engagement than photos. This statistic gives marketers a better idea of where to refine their content creation efforts to include more visually stimulating content. 

When it comes to content usage on Instagram, 73.5% of the content is images, 13.7% is video, and 12.7% is carousels. Instagram users engage with all these types of content, especially when it comes to their interests. Top interests of Instagram users include travel (45%), music (44%), food and drink (43%), and fashion (42%). 

For optimal reach, content created should be posted on days and times within the week with the highest engagement rates. The greatest level of Instagram engagement are later mornings on Wednesday and Friday (central time zone). More specifically, Wednesdays get the highest level of engagement. 

best times to post on instagram

These statistics give marketers a better idea of where to refine their content creation efforts to include more visually stimulating content.

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E-Commerce Stats

In addition to more video posts, Instagram statistics show that Instagrammers also favor interactive content. Studies show that over 130 million people engage with shoppable Instagram posts on a monthly basis. With 11% of Instagram users reportedly using the platform to shop, marketers should be sure to encourage more of their followers’ customers to purchase directly through the platform. 

The following statistics reveal the actions that Instagrammers take after seeing a product or service on the platform:

  • 79% search for more information after seeing a service or product
  • 65% visit the brand’s app or website
  • 46% make a purchase online or offline
  • 37% visit the retail store
  • 31% follow the brand’s account online
  • 29% spoke to someone about the brand

These numbers show how effective promotional posts on Instagram are. Content that highlights a brand’s latest products or services while encouraging customers to take action and learn more are all powerful ways marketers can use this platform. 

The future of shopping on Instagram is innovative. The coming years are likely to see more video-oriented interactive campaigns that make it even easier for customers to make purchases from posts, stories, direct messages, and anywhere else in the app. Experts expect to see Instagram increase customer conversions significantly. While Instagram is currently still predominantly used as a tool to encourage followers to visit a company’s website, shop, or join a mailing list, the future promises to close the gap in the conversion funnel. 

shop Instagram statistics

Influencer Marketing Stats

Influencers and Instagram seem to have a fluctuating relationship these days. While Instagram used to be the sole stream of income for many influencers, influencers have to refine their following and efforts if they hope to monetize their reach. 

However, based on current trends, 55% of marketers still plan to use Instagram for influencer marketing versus other platforms. Overall, 80% believe in the effectiveness of Influencer Marketing, with 35% saying that it is “very effective,” while the remaining 45% find it “effective.”  

These statistics also mean that Influencer follower count matters. The more followers an influencer has, the more brands they tend to mention on average. They are also likely to mention more different industries. Smaller influencers, on the other hand, are more likely to be closely associated with one particular field of expertise.

influencer marketing Instagram statistics

The most followed demographic are females aged 25-24 claiming nearly 25% of the Instagram influencer follower count.   

Interests of Instagram influencers range from hobbies and activities, with a recorded total of over 3.6 million Influencers; business and industry with about 3 million Influencers, and art and music with over 2.7 million influencers. 

When you look into the statistics of the most Instagram influencers by number of followers by region, it is found that North America has the highest proportion of Instagram influencers with 10,000-50,000, 50,000-100,000, 100,000-1 million, and 1 million plus brackets. And among top earning Instagram influencers per post are Kylie Jenner at $1.3 million, Ariana Grande at $996,000, Christiano Ronaldo at $975,000, Kim Kardashian at $910, 000, and Selena at $886,000.

“The average influencer earns anywhere from $100 to $2,085 per post, with marketers dedicating 69% of their budget to influencer marketing on Instagram.”

– @kicksta.co

Marketers expect to make $5.20 from every $1 invested in Influencer Marketing. If marketing goals include putting their influencer marketing budgets to good use, marketers must be sure to work with reputable influencers that have real followers and a healthy level of engagement. By thoroughly researching each influencer before agreeing to work with them, marketers can make the most of their budgets and grow their clients’ reach exponentially.  

User Intent & Behavior on Instagram

Other important statistics marketers should focus on, are those that reveal Instagram users’ intentions and their behavior on the platform. Instagram statistics show that 84% of Instagrammers use the platform to discover new products, 80% like to research new services or products, and 81% use Instagram to help them make the decision of whether or not to make a purchase from a brand.

As a marketer, make sure to tailor your content with this in mind. As more and more users turn to Instagram to satisfy their needs as consumers, marketers need to create content that helps potential customers make the decision to make a purchase. 

Most Followed Accounts

In marketers’ efforts to attract more followers, they should pay attention to the Instagram statistics of the most followed accounts on the platform. Currently, Instagram is the most followed account overall with more than 385 million followers.

Instagram statistics

After Instagram itself, National Geographic is the second most followed brand account with over 150 million followers. Nike has over 123 million followers while Real Madrid has over 94 million followers and FC Barcelona with 92 million followers. Victoria’s Secret remains at the upper quadrant with 69 million million, UEFA Champion’s League with over 67 million followers, NASA with over 62 million followers, and 9GAG and NBA having over 50 million followers. 

Aside from brand accounts, there are personal accounts or public figures that reached 200 million followers or more. You have Cristiano Ronaldo with 247 million followers, Ariana Grande with 211 million followers, Dwayne “The Rock” Johnson with 206 million, and Kylie Jenner with 203 million followers. 

It is also notable that Jennifer Aniston is the quickest account to reach 1 million. It only took 5 hours and 16 minutes. 

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As Instagram is the most followed account, it sets the best examples for marketers learning how to better engage their clients’ audience. The official Instagram account has a highly curated feed of other users’ content. This focus on user-generated content creates an instant connection with other Instagrammers, generating instant engagement and inspiring other Instagrammers to tap into their own creativity. 

Marketers can take a page out of Instagram’s book by prioritizing visually stunning content and putting a heavier focus on engagement. With more user-oriented campaigns that prioritize the connection between a brand and its followers, marketers are guaranteed to see a boost in engagement

Instagram Stories Stats

Without a doubt, Marketers should keep elevating creativity levels with Instagram stories. This is because over 500 million accounts use Instagram Stories everyday and one-third of the most viewed stories are from businesses. 

On the average, there are 2.5 million Stories posted by brands each week. Here we see that Stories is no longer an add-on feature. It has become integral and essential to Instagrammers who want to get their brand out there. Stories content increase purchase intent, message association, ad recall, and CTR, making it an effective way to connect well with various audiences and potential clients. 

With these statistics, it is recommended to fine tune Stories strategies, highlighting what works and what does not for businesses in the Instagram marketing vehicle. 

insta stories

Shopping Stats

About 11% of social media users in the U.S. shop on Instagram. The platform is powerful in driving sales and increasing brand and product exposure through engaging photos and videos tagged with product information. And since Instagrammers can make their purchases without leaving the app, more and more Instagrammers shop from their favorite brands through here. 

The top ranking brands on Instagram are fashion brands with 35 million followers, athleisure brands with 21.8 million followers, and cosmetics with 15.5 million followers. This shows that many people trust brands that are on the platform and are more willing to make purchases when discovering them on Instagram. 

Also, since it is also observed that 415 median interactions happen on posts with #ad hashtags compared to 442 for those without, marketers are motivated to create an immersive storefront for people to explore popular products with Instagram Shopping. 

Instagram Advertising Stats

There are over 2 million advertisers on Instagram which naturally results in the potential advertising reach of 849.3 million users in using the platform. Because of that exponential reach, it was estimated that Instagram contributed about 30% to Facebook’s total ad revenue by the end of 2020. 

The data shows that Instagram is a great place to find customers that are likely to spend money on products or services. Since Instagram ads are cheap, have a larger reach, and can be viewed anytime and anywhere in the world, businesses will continue spending their money on Instagram advertising. 

advertising Instagram statistics

Instagram Stats

Your Instagram statistics reveal what followers connect with most, and what they want to see more of from your clients’ accounts. With a better understanding of these Instagram statistics, you’ll be able to improve the engagement on your clients’ accounts and attract more followers.

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