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Instagram Statistics in 2023: 50 Key Metrics & Trends

Instagram has been one of the most popular social platforms for billions of users for some time now. The app has led the way for all things trends and has been the go-to place for online users to share their latest purchases, holiday photos and memories. It has also become the place where your favourite brands are, or where you keep up with the life of your favourite Instagram influencers.

With Instagram being such an integral part of our lives, it comes as no surprise that the app is an important part of any social media marketing strategy. This being said, we compiled a list of the most vital Instagram statistics for 2023. From data about Instagram accounts to the latest data on CPC and even how much companies are investing in their Instagram marketing, this list compiles it all. So, let’s dive in

Instagram User Profile


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 user per country
Instagram Users per country

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)

Instagram Content Statistics


of the user-generated content are photos

2 billion

users engage with Instagram Reels monthly

130 million

users click on shopping posts each month

Average engagement rate on Instagram

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)

Instagram Business Statistics

25 million

businesses with an Instagram account


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


Influencers were reported to exist on Instagram in 2023.

Best times to post on Instagram

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)
  • 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).

Instagram Marketing Statistics


is the country with the most Instagram-related projects


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


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


Today, Instagram represents where online users can find out the latest trends, keep up with celebrities and influencers and even buy the products they claim to use. With such popularity among consumers, it should be no surprise that Instagram is a regular channel in most social media strategies. After years of dominating social platforms, it doesn't seem to slow down anytime soon. On the contrary, it keeps up with the new forms of content that other apps put out, such as short-form-videos and carousel posts.

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