Instagram Statistics and Facts Last updated on: November 3, 2025

Introduction

Instagram Statistics: Instagram is a digital social media platform and networking service designed for sharing photographs and videos. Launched in 2010 by co-founders Kevin Systrom and Mike Krieger, it is currently owned by Meta Platforms, Inc., the parent organization of Facebook. As one of the largest social media platforms globally, Instagram exceeded two billion monthly active users in 2022. The company’s headquarters are located in Menlo Park, California.

Users of Instagram are often engaged in either crafting the perfect post or following the lives of celebrities and sports figures. The platform, known for its addictive nature, captivates users with a plethora of entertaining filters and content that promotes ‘positive vibes.’ However, there is much more beneath the surface of this social media platform – Instagram has established the standard for the thriving content creator and influencer industry, enabling many individuals to successfully turn their passion into a profession, demonstrating that this social network offers far more than just a meticulously curated glimpse into the world.

Editor’s Choice

• Instagram boasts over 2.5 billion monthly active users, positioning it as the third most utilized social network, following YouTube and Facebook.
• As of 2023, roughly 31% of global Instagram users were aged 18-24, 30.3% were between 25-34, and 15.7% fell within the 35-44 age bracket.
• Approximately 14.32% of these influencers concentrate on lifestyle content, as per the Instagram demographics statistics.
• There are more than 500,000 active influencers on Instagram.
• 6 % of Instagram users are female, whereas males constitute 52.4% of the overall user base.
• Reels achieve the maximum reach on Instagram, averaging 30.81%, whereas images only attain approximately 13.14%.
• 36% of users have engaged with a brand’s story by liking, commenting, or sharing it.

Historical Facts

• Instagram was developed in San Francisco under the name Burbn, a mobile check-in application created by Kevin Systrom and Mike Krieger.
• South Beach Harbor at Pier 38 was the first post on Instagram featured, which was uploaded by Mike Krieger at 5:26 p.m. on July 16, 2010.
• On October 6, 2010, the Instagram application for iOS was officially launched via the App Store.
• In February 2011, reports indicated that Instagram had secured $7 million (equivalent to $9,357,057 in 2023) in Series A funding from various investors, including Jack Dorsey, Benchmark Capital, Chris Sacca (through his Capital fund), and Adam D’Angelo.
• On April 3, 2012, Instagram introduced a version of its application for Android devices, which was downloaded over one million times within less than a day.
• On April 9, 2012, Facebook, Inc. (now known as Meta Platforms) acquired Instagram for $1 billion (equivalent to $1,312,000,000 in 2023) in cash and stock, intending to maintain the company’s independent management.
• In November 2012, Instagram unveiled website profiles, enabling users to view feeds from a web browser with limited features, along with a selection of badges and web widget buttons to link to profiles.

General Instagram Statistics and Facts

• Instagram boasts over 2.5 billion monthly active users, positioning it as the third most utilized social network, following YouTube and Facebook.
• With a user base exceeding 2 billion active monthly users, Instagram ranks as the third most frequented social network in terms of user numbers, trailing behind Facebook, which has 3.07 billion, and YouTube, with 2.53 billion monthly users.
• The platform has particularly gained traction among younger demographics, especially those aged 25-34, who constitute more than 31% of its user base.
• India leads in user count with 385.4 million, followed by the United States with 166.2 million users, and Brazil with 135.1 million users.
• In terms of gender distribution, Instagram comprises approximately 50.6% male users and 49.4% female users.
• On average, users spend about 33.9 minutes daily on Instagram, with nearly 20% of users being active daily, and 21% logging in weekly.
• Instagram is recognized as the second most popular social media platform for marketing purposes, with 79% of global marketers utilizing it for advertising and branding.
• Among users, 34.6% of the 5.78 billion worldwide mobile users engage with Instagram monthly. Interestingly, this figure surpasses the combined population of Europe and North America.
• Research conducted by Kepios indicates that only 0.2% of Instagram users are unique to the platform.

Instagram User Statistics

• Currently, Instagram has over 2.5 billion users and is expected to reach 3.5 billion by the end of 2025.
• In 2023, India led the rankings with 359 million Instagram users, followed by the United States with 158.5 million and Brazil with 123 million. Turkey, Indonesia, and Japan completed the top 6.
• As of 2023, roughly 31% of global Instagram users were aged 18-24, 30.3% were between 25-34, and 15.7% fell within the 35-44 age bracket.
• It is estimated that approximately 95 million Instagram accounts could be bots, leading to a financial impact of around $1.3 billion each year for marketers.
• In the United States, as of August 2023, 27.4% of Instagram users were aged 25-34, 25.1% were 18-24, less than 6% were aged 13-17, and those aged 65 and older made up 5.2%.
• On an average day, the average Instagram user spends 33.1 minutes on the platform.
• As of January 2023, approximately 18% of active Instagram users globally were men aged between 18 and 24.

Moreover

• In January 2019, Instagram stated 500 million daily active users of Stories, an increase from 400 million in June 2018. By 2022, more than 900 million users were engaging with Instagram Stories.
• According to Meta, their newly launched Threads application gained 2 million users within the first two hours of its release.
• Based on Instagram Demographic Statistics for January 2024, Cristiano Ronaldo has the highest number of followers on Instagram, surpassing 617 million.
• As of January 2024, nearly 17% of the global active Instagram user base consists of men aged 18 to 24.
• The predominant demographics of Instagram users are Millennials and Gen Z, who are projected to account for 61.8% of all users in 2024.
• Instagram ranks as the second most favored social media platform among Gen Z, with 75% of users reporting its usage, trailing only behind YouTube, which has an 80% usage rate.
• Approximately 37.74% of the world’s 5.3 billion active internet users frequently access Instagram.
• In January 2024, 55% of Instagram users in the United States were women, while men comprised 44%.

Most Followed Instagram Users

Cristiano Ronaldo- 701 Million

Lionel Messi- 534 Million

Selena Gomez- 435 Million

Dwayne Johnson- 411 Million

Kylie Jenner- 410 Million

Instagram Influencer Statistics

• According to the statistics on Instagram demographics, the platform hosts more than 500,000 active influencers.
• Approximately 14.32% of these influencers concentrate on lifestyle content, as per the Instagram demographics statistics.
• 8% of marketers intend to utilize Instagram for influencer marketing.
• Influencers receive compensation based on their follower counts; however, if a significant number of their followers are fake accounts, marketers may incur financial losses.
• For instance, an influencer boasting 43,000 followers who publishes eight posts and shares 8 stories each month could potentially generate an annual income of approximately $37,442, which is similar to the average earnings of a citizen in the United Kingdom.
• Influencers with fewer than 10,000 followers generally earn around $80-$90 for each post.
• Those with fewer than 100,000 followers typically earn approximately $200 per post.
• Instagram Demographics Statistics indicate that influencers with between 250,000 and 500,000 followers can earn roughly $670 for each post.
• Influencers boasting over 1 million followers typically earn around $1,900 per post.
• According to Instagram, 87% of individuals report that an influencer has impacted their purchasing decisions. Furthermore, about 70% of “shopping enthusiasts” utilize Instagram to discover new products.
• Even if users do not make direct purchases from influencers, their influence contributes to Instagram’s popularity as a shopping platform.
• Picture posts (78%) and stories (73%) are regarded as the most effective content types for engaging shoppers.

Instagram Influencer Marketing Statistics

• There are more than500,000 active influencers on Instagram.
• Approximately 65.39% of these influencers possess between 1,000 and 10,000 followers.
• According to 89% of marketers, Instagram is regarded as the most significant social media platform for influencer marketing.
• Influencers on Instagram with follower counts ranging from 1,000 to 10,000 typically charge between $20 and $100 for each post.
• About 84.2% of Instagram influencers receive requests to create posts for various brands.
• Approximately 55.4% of Instagram influencers globally utilize stories for their sponsored campaigns.
• Around 45.32% of Instagram influencers have resorted to deceptive methods to boost their engagement rates and follower counts.
• About 61.23% of influencers boasting over one million followers have engaged in such unethical practices.
• The average engagement rate for Instagram influencers is 1.9%, as reported in Instagram Demographics Statistics.
• Influencers with 1,000 to 10,000 followers experience the highest engagement rate at 2.53%.
• The majority of Instagram influencers, approximately 14.32%, concentrate on lifestyle content.

Instagram Demographics Statistics

• 6% of Instagram users are female, whereas males constitute 52.4% of the overall user base.
• This nearly equal distribution indicates that Instagram attracts a diverse range of gender groups, rendering it a versatile platform for various types of content and interactions.
• The male-to-female ratio on Instagram mirrors that of other prominent social media platforms such as Facebook, TikTok, and YouTube, where males similarly represent a larger segment of the user population.
• Furthermore, the global usage statistics for Instagram reveal that 29.2% of men utilize the platform, which is marginally higher than the 26.2% of women.
• In contrast to the global figures, Instagram’s gender demographics in the United States present a different pattern.
• As per the most recent data from 2024, there are more female users than male users in the US. Females comprise 55.5% of the user base, while males account for 44.5%.
• The adoption rate of Instagram among women in the US stands at 65%, indicating that nearly two-thirds of women there actively engage with the platform. In comparison, the rate for men is significantly lower at 54.1%.
• This disparity implies that gender preferences and social media behaviors can differ considerably from one region to another.

Instagram Country Statistics

• With a remarkable 362.90 million users, India exemplifies how Instagram is integrated into everyday life and entertainment.
• The United States, with 169.65 million users, the United States continues to be a significant market for Instagram, underscoring its persistent popularity among various demographics.
• Brazil boasts 134.60 million users, indicative of the nation’s enthusiasm for vibrant online interactions and visual content.
• With 100.90 million users, Indonesia maintains a robust presence on the platform and fully embraces Instagram’s narrative capabilities through imagery.
• Turkey, with 57.10 million users, illustrates the app’s significance in fostering business and social relationships.
• Just behind Turkey, Japan has 55.45 million users, merging Instagram’s visual appeal with its rich artistic culture.
• With 44.85 million users, Instagram enjoys considerable popularity in Mexico, showcasing its influence across both North and South America.
• The United Kingdom has 33.10 million users, indicating strong engagement with Instagram. This reflects the populace’s affinity for trends and international connections, according to Instagram Demographics Statistics.
• Germany, with 30.35 million users, demonstrates an increasing interest in the platform’s functionalities and influencer culture.
• Argentina has 27.85 million users, representing a fervent community of social media enthusiasts in South America.

Instagram Reels Statistics

• Reels achieve the maximum reach on Instagram, averaging 30.81%, whereas images only attain approximately 13.14%.
• They also boast an engagement rate of 1.23%, which is 22% greater than that of standard video posts, as per Instagram Demographics Statistics.
• The proportion of brands utilizing Reels rose from 19.67% in 2022 to 30.85% in 2023.
• Despite a slight decline in engagement rates, Reels continue to be the most engaging content format on Instagram when compared to Stories, Feed Posts, and IGTV. For example, Nike averages 4.6 million views per Reel.
• Approximately 2.35 billion individuals engage with Instagram Reels each month.
• Gen Z constitutes a significant demographic for Reels, with 87% perceiving them as akin to TikTok.
• Users watch over 17.6 million hours of Reels daily, and each Reel can last up to 90 seconds. An increasing number of brands are adopting Reels, with a 57.4% rise in usage in 2023.
• 87% of Gen Z believe that Instagram Reels and TikTok are essentially the same.
• Brands generally publish an average of 9.44 Reels monthly, while they post around 7.67 TikToks.
• The average watch rate for Instagram Reels stands at 13.09%, in contrast to 9.06% for TikTok.
• According to Instagram Demographics Statistics, TikTok enjoys a higher average engagement rate of 5.53%, while Reels has a rate of 4.36%.
• Users comment on TikTok at an average rate of 0.9%, while the comment rate for Reels is 0.5%.

Instagram Stories Statistics

• Over half of business accounts on Instagram share a story at least once a month.
• On average, businesses publish at least two stories weekly, with each story containing around eight individual frames.
• 1 in 5 stories prompts a direct message reply from viewers.
• 36% of users have engaged with a brand’s story by liking, commenting, or sharing it.
• As per Instagram Demographics Statistics, 67% of users have swiped up on links included in branded Instagram stories.
• Stories represent 34% of all sponsored content on the Instagram platform.
• 79% of business profiles on Instagram share stories, while 7% post more stories than they do feed posts.
• 36% of businesses use stories to market their products, while 22% offer behind-the-scenes insights. Influencer takeovers and live events are utilized by 14% and 10% of brands, respectively.
• Instagram Demographics Statistics reveal that nearly 59% of brands link their stories to pages where users can make purchases.
• 23% of businesses link their stories to other social media platforms.
• 10% connect to a blog post. Only 5% of brands link to campaign pages, and 3% connect to applications.

Instagram Engagement Statistics

• In 2024, the typical Instagram post garnered an average of 15.66 comments, 513.37 likes, and 19.79 saves. In contrast, posts in 2023 attracted 14.62 comments, 509.15 likes, and 20 .28 saves.
• The most frequently searched category on Instagram is “Fashion Brands,” accounting for 12% of all searches.
• As per Instagram Demographics Statistics, standard image posts reach approximately 2,002 users, while carousel posts, which showcase multiple images, engage around 2,641 users.
• The overall average engagement rate on Instagram across various industries stands at 0.43%, with the highest engagement rate observed in higher education at 2.43%.
• Business accounts with fewer than 10,000 followers exhibit an average engagement rate of 0.98%.
• Accounts with follower counts between 10,000 and 100,000 have an engagement rate of 0.68%, while those with over 100,000 followers experience a rate of 0.57%.
• Instagram Reels generate the highest level of engagement, particularly from accounts with fewer than 5,000 followers, averaging 3.79%.
• According to Instagram Demographics Statistics, Reels receive 22% more interactions compared to standard video posts, and users are dedicating 80% more time to watching videos on Instagram, as reported by Instagram Demographics Statistics.
• Top-performing posts typically utilize around 5.44 hashtags. The optimal times for posting on Instagram are between 7 a.m. and 
• m. on weekdays.
• Images featuring faces tend to perform nearly 38% better than those that do not. Instagram videos achieve 21.2% more engagement than images.
• Each month, 2.35 billion individuals engage with Instagram Reels, and 57.2% of all tagged posts originate from the USA.

Instagram Advertising Statistics

• Instagram’s capacity to connect with audiences through advertisements is expanding. According to Instagram Marketing Statistics. The reach of Instagram ads rose by 12.2% year-over-year.
• In 2023, Instagram generated $50.58 billion from advertising, with the bulk of this income derived from in-feed advertisements.
• Conversely, ads featured in Instagram Stories accounted for 26.7% of the overall advertising revenue. Projections indicate that Instagram’s ad revenue is anticipated to increase to $59.6 billion in 2024.
• Generally, feed ads receive a higher number of clicks compared to Stories ads.
• Instagram ads are priced similarly to ads on other popular platforms like Facebook.
• Instagram Marketing Statistics stated that the cost-per-click for Instagram ads is between $0.00 and $0.25.

Instagram Threads Statistics

• As of 2025, Threads boasts more than 200 million monthly active users on Instagram and nearly 33 million daily active users.
• Upon its launch, Threads emerged as the fastest-growing consumer product ever developed, amassing approximately 100 million users within a mere 5 days.
• In the initial 2 hours following its launch, Threads attracted over 2 million users, and within the first 7 hours, this number increased to 10 million.
• In the first 24 hours post-launch, over 100 million Threads were shared.

Instagram Time Spent Statistics

• Instagram users dedicate an average of 31 minutes and 40 seconds each day to the platform. This amounts to 15 hours and 50 minutes per month.
• Users who are under 25 years old spend 32 minutes daily, while those over 25 years old spend 24 minutes daily on the platform.
• Individuals aged below 25 invest more than 8 days annually on the network.
• Conversely, users aged over 25 spend more than 6 days each year on the network.
• A frequent social media user typically spends 1 hour and 25 minutes on average each day on the platform.
• An average person over the age of 18 will engage with social media for more than 19 days a year across all platforms.

Instagram Fun Facts

• Instagram’s first-ever photo was a picture of a dog posted by co-founder Kevin Systrom on July 16, 2010, with the simple caption “test”.
• The most-liked Instagram post is Lionel Messi’s celebration photo of Argentina’s 2022 FIFA World Cup victory.
• More than 1,119 photos are uploaded to Instagram every second.
• Only about 0.01% of Instagram users have more than 10 million followers.
• Instagram was built in just 8 weeks before its launch and was acquired by Facebook within about a year and a half for $1 billion.
• Cristiano Ronaldo is one of the highest-paid Instagram influencers, charging up to $1.6 million for a sponsored post.

Recent Developments

• Instagram ads reached 1.74 billion users in January 2025, representing 21.3% of the global population aged 13 and above.
• Instagram Reels’ length was increased, allowing videos up to 20 minutes in some updates and 3 minutes in others, with the ability to watch at up to 2x speed.
• Instagram content from professional business and creator accounts became indexable and searchable on Google starting July 10, 2025, enhancing SEO and discoverability.
• New interactive features, such as Friend Map and a Friend tab in the Reels feed, were rolled out to improve community connection starting in August 2025.

Instagram Future Predictions

• Instagram’s user growth from 2025 to 2028 will average around 8.41%, with user numbers reaching 1.77 billion in 2028.
• Instagram will contribute over 50% of Meta’s U.S. ad revenue by 2025, underscoring its central role in Meta’s monetization strategy.

Conclusion

Instagram stands as a leading global social media platform, boasting over 2 billion monthly active users. This positions it as the third most popular social application following Facebook and YouTube. This platform serves as a vital marketing avenue, particularly for targeting Millennials and Gen Z, given that a significant portion of its user base is under the age of 35.</strong> Features such as Reels foster substantial engagement. While shoppable posts act as effective tools for businesses, many users utilize the platform to research and follow brands. Moreover, Instagram users anticipate a broader variety of content beyond merely aesthetically pleasing images. They suggest that the social network must continue to evolve to meet the expectations of its younger audience.

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