Instagram Statistics in 2023: 50 Key Metrics & Trends

India

is the country with the most Instagram users

2 billion

is the number of users Instagram reported in 2023

30.1 min

is the average duration US users spend on Instagram per day

Instagram Users Statistics

Instagram usage statistics

• Over 25% of the world’s population is on Instagram. The Instagram app is the most downloaded app worldwide. (Hootsuite)

• Instagram has over 2 Billion monthly active users. (Hootsuite)

• From the total number of monthly active users, the age group that makes up the biggest audience on Instagram is the 18-24-year-old category, making up 30.1%. (Hootsuite)

• The age group with the lowest presence on Instagram consists of seniors, from 65 years old and up. They make up only 2.1% of active users. (Hootsuite)

• Also, when it comes to daily active users, Instagram gathers over 1.38 billion active users on the platform every day.

• On other social media platforms, men seem to make up the majority of the audience. Looking at Instagram’s advertising audience, things seem to be quite balanced gender wise: men account for 50.7%, while female users make up 49.3%. (Hootsuite)

• India is the country with the most active users on Instagram with over 229 Million users. (Statista)

• When looking at Sortlist’s core countries, the majority of them also appear in the list with the countries with the most active users on Instagram:
  • 🇬🇧 United Kingdom: 28.7 Million users
  • 🇩🇪 Germany: 27.4 Million users
  • 🇫🇷 France: 23.7 Million users
  • 🇪🇸 Spain: 21.9 Million users (Statista)

• Instagram users spend an average of 11.7 hours per month on the platform. (Hootsuite)

• Most Instagram users in the US spend an average of 30.1 minutes per day on the social media platform. (Insider Intelligence)

• Business accounts with an Instagram audience smaller than 10,000 followers have an average engagement rate of 1.11%. (Socialpilot)

• Business accounts with an Instagram audience between 10,000 and 100,000 followers have a smaller engagement rate, of 0.93% (Socialpilot)

• Instagram is the 4th most popular social media platform. (Socialpilot)

• Instagram users statistics show that the majority of active users, 43%, on the platform have a college degree. Furthermore, 37% had some sort of college education and 33% have no college education whatsoever. (Statista)

• 38% of the active users on Instagram log into the platform multiple times per day. (Socialpilot)

• 21% of users log in on a weekly basis, while 16% log into Instagram less often than that. (Socialpilot)

• Only 0.1% are solely loyal to Instagram. The majority of users also use other platforms online. (Hootsuite)

71.9%

of the user-generated content are photos

2 billion

users engage with Instagram Reels monthly

130 million

users click on shopping posts each month

Instagram Feed Statistics

Instagram Reels Statistics

• 71.9% of the user-generated content on Instagram consists of image posts. (Socialpilot)

• The average engagement rate for photo posts is 0.81%. (Socialpilot)

• Video posts have an average engagement rate of 0.61%. (Socialpilot)

• Carousel posts seem to have the highest engagement rate with 1.08%. (Socialpilot)

• Instagram videos get 21.2% more interactions than posts with photos. (Social pilot)

• Over 2 billion Instagram users engage with reels monthly. (Socialpilot)

• Instagram Reels are shared over 1 billion times per day by sending them through DMs. (Hootsuite)

• The average Instagram user spends 30% of his time on the platform watching reels. (Hootsuite)

• Instagram Reels get 22% more interactions compared to normal video posts. (Socialpilot)

• Instagram accounts with a small following (less than 5,000 followers) get the most engagement with reels, 3.79%. (Socialpilot)

Instagram Shopping Statistics

• Shopping posts are clicked by over 130 million Instagram users each month. (Socialpilot)

• 72% of Instagram users admit to making a purchase based on advertisements they saw on the platform. (Retail TouchPoints)

• Compared to other social media platforms, 51% of users admit that the photo-sharing app has a great influence on their purchasing decisions. (Retail TouchPoints)

• 83% of Instagram users admit to discovering new products and services on the app. (Earthweb)

• Also, according to Instagram statistics, 81% of users research products or services on social media platforms.

Instagram Stories Statistics

• 70% of Instagram users watch Instagram stories on a daily basis. (Socialpilot)

• Every day, 40% of users post an Instagram story. (Socialpilot)

• An active business account on Instagram posts about 17 stories monthly. (Hootsuite)

• The majority of the most used songs in Instagram Reels (15 out of the top 20) are from Indian artists. (Hootsuite)

• Instagram stories are watched by over 500 million people daily. (Hootsuite)

25 million

businesses with an Instagram account

61%

of the total advertising audience consists of 18 – 34-year-olds

500,000

Influencers were reported to exist on Instagram in 2023.

Business or Creator Accounts

Instagram ads

• Instagram statistics show that there are over 25 million businesses on Instagram. (Socialpilot)

• 90% of Instagram users follow at least one business account. (Socialpilot)

• Businesses have an average engagement rate on Instagram of 0.54%. (Hootsuite)

• Fashion brands are major players on Instagram. 98% of them have Instagram accounts. (Socialpilot)

• 25% of Instagram posts that are sponsored come from fashion brands. (Oberlo)

• On average, big brands share visual content on Instagram 1.5 times per day. (Socialpilot)

• Instagram user statistics show that 2 in 3 people feel that the social network enables them to interact with their favourite brands. (The Social Shepherd)

• There are over 500,000 Instagram influencers. (Omnicore Agency)

• Most Instagram users, 68%, interact weekly with creator accounts. (Socialpilot)

• 62% of Instagram’s audience admits to becoming more interested in a brand after seeing an Instagram story coming from them. (Socialpilot)

• The best engagement rate seems to be daily between 9 am and 10 am and specifically on Wednesdays at 11 am and Fridays between 10 am – 11 am. (SproutSocial)

• The worst engagement rate appears to be on Sunday. (Kicksta)

• The age group of 18 – 34-year-olds make up 61% of the total advertising audience on Instagram. (Hootsuite)

• Instagram statistics predict that in 2023 Instagram will have an ad revenue of $50.58 billion. (eMarketer)

• The CPM of Instagram Ads increased by 17% in the last quarter of 2022. (eMarketer)

• Instagram statistics reveal that 50% of social media users become interested in a brand after seeing an ad on Instagram. (Instagram)

• Instagram ads have the highest CPC, $3.56, compared to other social media platforms, which kept the cost under $2. (WebFX)

• Marketers invest 17% of their budgets in influencer marketing. (Big Commerce)

• On Instagram, the average feed ads can cost between $100-$2,085. (Socialpilot)

• Instagram stories ads are expected to increase in revenue to $20.03 billion this year. (Socialpilot)

• Carousel posts with ads get 1.4x more reach and 3.1x more engagement than normal feed ads. (Hootsuite)

• Instagram has a potential audience for stories ads of 996 million users. (Hootsuite).

France

is the country with the most Instagram-related projects

2,480

is the number of projects relating to Instagram Marketing posted on Sortlist

$45,670.8

is the average budget for Instagram-related projects

• Sortlist's member agencies have worked on over 2,480 projects concerning Instagram (Sortlist internal data)

• We find the most project for Instagram marketing in France, with a total number of 167 works. (Sortlist internal data)

• Looking at our other core countries, here is the volume of projects agencies have been working on:
  • 🇧🇪 Belgium: 70 projects,
  • 🇩🇪 Germany: 60 projects,
  • 🇳🇱 The Netherlands: 75 projects,
  • 🇪🇸 Spain: 94 projects
  • 🇬🇧 UK: 26 projects.

• The industries investing the most in Instagram users, are:
  • Food: 181 projects
  • E-Commerce: 163 projects
  • Clothing & Accessories: 150 projects

• The overall average budget of companies investing in Instagram marketing lies at $45,670.8

• Budget per country for Instagram marketing:
  • 🇧🇪 Belgium: $62,120.37
  • 🇩🇪 Germany: $114,650.00
  • 🇫🇷 France: $43,303.57
  • 🇳🇱 The Netherlands: $48,533.90
  • 🇪🇸 Spain: $24,371.62
  • 🇬🇧 UK: $82,944.44

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