Instagram Statistics Of 2024 (Users, Marketing, Engagement)

Instagram remains a popular platform with over 2 billion active users every month. That’s a massive audience with a hunger for engaging content. Whether you’re a business aiming to reach customers or an influencer working on your online profile, knowing about Instagram’s audience and trends is important.

• In this blog post, we’ll look closely at some essential Instagram statistics, including who uses it, what type of content they like, and how often they engage with it.
• We’ll also explore the impact of Instagram Stories and a range of other features that are doing the rounds today. Keep reading to discover insights that can help you make the most of Instagram! 

General Instagram Statistics Of 2024

• Instagram is a social media giant with over 2 billion monthly active users.
• Currently, Instagram has over 500 million DAUs (Daily Active Users).
• Though behind Facebook in user count, Instagram sits comfortably as the world’s third most-used social media platform globally, tied with WhatsApp.
• The recently launched Instagram Threads has 160+ million users worldwide. 
• Interestingly, Instagram Threads made history by becoming the first app in history to reach 1 million users in just one hour of its launch.
• Meanwhile, Instagram took 67 days to reach the one million user milestone.

• Instagram ranks as the 9th most searched term on Google, with a substantial search volume of 101,879,520. This reflects Instagram’s widespread popularity, evident from the large number of global users and their continuous engagement with the platform.
• 3% of all internet users (active) use Instagram on a daily basis.
• Out of 5.06 billion active mobile internet users, 35.71% of users access Instagram monthly. 

• Approximately 20.3% of all active internet users use Instagram daily, showcasing its widespread adoption.
• Approximately 35.71% of the 5.06 billion active mobile internet users visit Instagram each month. This is equivalent to the combined population of Europe and North America.

Instagram Users By Country

• Top Ranked Countries:

  • India boasts the largest user base with over 362 million users on Instagram.
  • The United States comes in second with roughly 169 million users.
  • Brazil nabs the third spot with approximately 134 million users.

Penetration Rate Leaders:

• Brunei holds the top spot for Instagram audience reach, with a whopping 92% of the population using the platform.
• Guam and the Cayman Islands follow closely behind with an impressive penetration rate. 

Global Instagram Monthly Active User Growth Trends

Instagram has experienced varying growth rates in its global monthly active user base over the past few years, according to the latest data provided by Instagram, a Facebook company. Below is a detailed look at the yearly increase in users:

• 2020 to 2021: The platform saw an addition of approximately 170 million users, marking a significant surge likely influenced by increased digital engagement during the global pandemic.
• 2021 to 2022: The growth rate slowed somewhat, with about 70 million new users joining Instagram. This decrease may reflect a stabilization as global situations began to normalize.
• 2022 to 2023: The growth remained steady with another 70 million users, indicating consistent interest in the platform despite the previous year’s slowdown.
• 2023 to 2024: There was a further dip to 50 million new users, suggesting a gradual decrease in the growth tempo.
• 2024 to 2025: Projected user growth is estimated at 40 million, continuing the trend of slowing growth. This forecast is based on current trends and may adjust depending on various market dynamics.

Note: The data above is based on estimates and includes forecasts. The analysis firm eMarketer estimates the monthly active user base at around 1.3 billion, which is lower than the company’s reported figure of 2 billion. This discrepancy is attributed to differences in methodology, particularly in how eMarketer accounts for spam, fake, and business users, which are typically excluded from their analysis. 

Instagram User Demographics by Gender

• Near even split globally: Instagram users are divided fairly evenly by gender, with 51.8% male and 48.2% female worldwide.
• Younger audience skews male: The 18-24 age group has the highest usage, and in this demographic, there are more male users than female.
• Variation by region: The gender split differs by country. In the US, for example, there are more female users, while in India, there are significantly more male users.  

Instagram’s User Demographics in the United States

Age Distribution Among Instagram Users

Instagram’s popularity among the younger demographic is noteworthy. According to a study by Pew Research, Instagram reigns as the most favored app among Americans aged 18 to 24, with Snapchat closely trailing behind. Notably, this study excludes TikTok, which is also popular among this age group but is not covered in this data.

Here’s a closer look at Instagram’s usage across different age groups:

• Young Adults (18-29 years): This age group shows the highest penetration rate, with 71% actively using Instagram. The platform’s visual nature and the prevalence of influencers might be particularly appealing to this age group, offering not only entertainment but also a space for self-expression and social interaction.
• Middle-aged Adults (30-49 years): Nearly half of this demographic, 48%, are active on Instagram. This significant usage could be attributed to the platform’s evolution with features that cater to more mature audiences, such as business tools and enhanced privacy settings.
• Older Adults (50-64 years): There is a noticeable drop to 29% in this older age bracket. The lesser engagement might be due to less interest or familiarity with digital platforms, or a preference for other forms of media and communication.
• Seniors (65 years and older): Only 13% of this group use Instagram, which could be linked to a variety of factors including technological challenges, different lifestyle priorities, or a general disinterest in social media trends.

Regional Demographics

The use of Instagram also varies by the type of community in which the user resides:

• Urban Areas: With 45% of the population using Instagram, urban dwellers are the most active. The higher concentration of younger people and the fast-paced lifestyle of cities might contribute to this higher usage.
• Suburban Areas: Here, 41% of residents use Instagram. While slightly lower than urban areas, the usage remains substantial, supported by good connectivity and a demographic that includes a mix of age groups.
• Rural Areas: Only 25% of people in rural areas use Instagram. The lower penetration could be due to factors like less internet connectivity and a generally older population.

Educational Background of Users

Instagram’s appeal appears to cross educational boundaries but shows a trend towards higher usage among those with more education:

• High School or Less: About 33% of individuals with a high school education or less are on Instagram. This group might use the platform for casual browsing and connecting with friends and family.
• College Educated: Users who have completed college represent 37% of Instagram’s base. They might leverage the platform for both personal and professional networking.
• Beyond College: The highest usage rate of 43% comes from those with more than a college education. This could be due to higher socioeconomic status, leading to increased access to technology and higher engagement with digital trends for both personal and professional uses.

Growth Trends In The United States

In addition to global metrics, specific data regarding Instagram’s growth in the United States shows a gradual decrease in the year-over-year growth rate:

• 2020 to 2021: The growth rate stood at 4.31%, a robust increase likely driven by more users turning to social media for communication and entertainment amid lockdowns.
• 2021 to 2022: A slight decrease to 3.98% in growth, possibly reflecting market saturation or shifts in user engagement patterns.
• 2022 to 2023: A slight rebound to 4.05%, indicating a stabilization or renewed interest in the platform.
• 2023 to 2024: The growth rate tapered off to 3.75%, continuing the trend of gradual slowdown.
• 2024 to 2025: It is forecasted to further decrease to 3.47%. This ongoing reduction could be indicative of a mature market where new user acquisition becomes increasingly challenging.

Note: The U.S. data also includes forecasts and reflects a natural maturation phase within the digital platform’s lifecycle in more established markets.

These figures highlight the evolving landscape of social media engagement, where growth patterns can provide insights into broader digital behavior trends and market maturity. 

Instagram App Penetration Rates

The table below details Instagram’s penetration rates in selected countries, ranked by the Instagram ad reach rate as a percentage of the population aged 18 and older:

Country	Instagram Reach Rate (compared with overall population 18+)
Turkey	85.9%
Brazil	75.0%
Spain	63.2%
Australia	61.9%
USA	59.4%
UK	58.2%
Canada	57.4%
France	53.4%
Indonesia	48.0%
Germany	45.5%

Here’s an analysis of these trends:

• High Penetration in Turkey and Brazil: Turkey leads with the highest penetration rate at 85.9%, followed by Brazil at 75%. This suggests that Instagram is particularly popular and widely accepted in these countries. The high penetration rates could be attributed to the cultural affinity towards social media, the demographic composition of young populations, and possibly the effectiveness of local marketing strategies by Instagram.
• Strong Presence in European and Western Markets: Spain and Australia show significant penetration rates of 63.2% and 61.9%, respectively, with the USA close behind at 59.4%. This indicates strong adoption in both European and Western markets, which are typically characterized by high internet penetration and a tech-savvy population.
• Moderate Reach in Major English-Speaking Countries: The UK and Canada show moderate penetration rates of 58.2% and 57.4%, respectively. Despite the widespread use of English and high technological infrastructure, the penetration rates are slightly lower than in the USA. This could reflect market saturation or competitive pressures from other social media platforms.
• Diverse Adoption Rates Across Europe: France and Germany present lower penetration rates at 53.4% and 45.5%, respectively. The varied rates across European countries could be influenced by different cultural perceptions of privacy, the popularity of regional social networks, or varying degrees of digital literacy. Emerging
• Market Dynamics in Indonesia: Indonesia, representing a significant emerging market, shows a penetration rate of 48%. The growth potential in such markets is substantial due to large populations and increasing internet access. However, the current rate also reflects the challenges in digital infrastructure and socio-economic barriers.

Instagram Usage Statistics

• Younger demographics dominate, with 32% of users aged 18-24 and 30.6% aged 25-34. On the whole, 16% of users belonged to the age group 35 to 44.

• People dedicate an average of 29.7 minutes daily to Instagram. In the US, that number climbs to 33 minutes for adults.
• Sharing photos/videos remains king at 70.4%, followed by seeking entertainment.
• Looking for laughs or fun content is another top activity, with 64.8% of users seeking entertainment on the platform. 
• Nearly all users (99.8%) juggle Instagram with other platforms, with Facebook (80.8%) and YouTube (77.4%) being the most common companions.
• TikTok and Snapchat are popular among younger social media users for their fast-paced content. Despite this, Instagram is still growing, with its audience increasing by more than 25% in early 2024.
• Instagram users now want more than just perfect pictures; they expect a variety of content types. 

Instagram Usage by Income Bracket

Lower Income Bracket (Less than $29,999)

Approximately 35% of Instagram users who earn less than $29,999 annually engage with the app. This segment represents a substantial portion of Instagram’s audience, highlighting the platform’s accessibility and appeal among individuals with lower incomes. The lower income users might be attracted to Instagram due to its visual nature and free access, providing entertainment, networking opportunities, and even potential pathways to monetization through various forms of content creation.

Middle Income Bracket ($30,000 to $74,999)

The middle income bracket shows a slightly higher engagement, with 39% of its members using Instagram. This group typically has more disposable income than the lower bracket, which may translate into higher engagement with paid features of the platform, such as shopping through Instagram ads or participating in paid partnerships as influencers. This demographic is crucial for marketers as they have the potential to drive consumer trends and possess the financial flexibility to engage with sponsored content and e-commerce.

Higher Income Bracket (More than $75,000)

The highest engagement comes from those earning more than $75,000, with 42% of these individuals using Instagram. This statistic indicates that as income increases, so does the likelihood of using the app. Users in this income bracket may use Instagram not only for personal enjoyment but also for business and networking purposes. They are more likely to invest in premium services, engage with high-end brands, and have significant influence over brand perceptions and trends due to their purchasing power.

Observations and Implications

The graduated increase in usage across income brackets suggests that economic stability could correlate with more active and diverse engagement on the platform. Users in higher income brackets are likely to use Instagram more intensively, possibly due to greater access to high-quality internet and smart devices, and perhaps a greater inclination to engage in trends that require financial input, such as fashion and travel.

For marketers, these insights underscore the importance of tailoring content and advertisements to the specific interests and economic realities of each income group. For instance, affordable product advertisements might resonate more with the lower income bracket, while luxury goods and exclusive services may be more appealing to the higher income users.

Instagram Brand Value

• Instagram’s brand value reached $47.4 billion in 2023. The value was previously $33.48 billion in 2022.
• Instagram is ranked as the sixth most valuable media brand worldwide (as of 2023). 

Favorite Types Of Posts On Instagram

• Funny Content: 50% of weekly users prefer funny posts.
• Creative Content: 46% of users look for creativity in posts.
• Informative Content: 41% of users want informative content.
• Engaging Content: Over a third of users desire engaging posts.

Instagram Usage On Mobile

• Download Figures (Jan 2020 – Apr 2023): 2 billion downloads of Instagram.
• Popularity in App Stores: Most downloaded app on the Google Play Store as of June 2023 with nearly 70 million downloads from Android users.

Instagram Business Statistics

Instagram Business Presence

• Over 200 million businesses use Instagram for promotion.
• 90% of Instagram users follow at least one business account.
• Monthly, over 150 million people connect directly with a business on Instagram.

Instagram Marketing Trends and Strategies

• 80% of social media marketers prefer Instagram for business.
• Major brands post on Instagram around 1.56 times daily.
• 98% of fashion brands use Instagram for marketing.
• 93% of marketers have used Instagram to attract potential customers.
• Goals: 74% aim to reach new audiences, 69% want to boost brand awareness, 46% aim for increased sales.
• 73% of marketers favor Instagram for influencer marketing.
• Business accounts on Instagram see an average monthly follower growth of +1.79%.

Instagram Consumer Behavior and Engagement

• 62% of users become more interested in a brand after seeing it in an Instagram Story.
• 81% of users research new products and services on Instagram.
• 87% of users take action after viewing a product on Instagram.
• 67% of users watch branded Stories.
• Instagram Stories and Reels are popular, with Reels showing high engagement.

Instagram Influencer Marketing Stats and Trends

• Instagram is the leading influencer marketing platform globally with over 500,000 active influencers.
• Influencers with under 10,000 followers have the highest engagement rates. 
• Instagram offers the highest ROI for influencer marketing campaigns.
• Lifestyle influencers make up 14.32% of the influencer population.

• 57% of influencers collaborate with businesses for authentic campaigns.
• Influencer pricing varies widely, from $20 to over $7,000 per post.
• 54% of consumers trust influencer recommendations more than brand content.
• Nano-influencers have the highest engagement rate at 5%.
• Over half (53.7%) of U.S. marketers plan to use Instagram Reels for influencer marketing in 2024.
• 36% of businesses utilize Stories for product promotion.
• 80% of marketers plan to use influencer marketing on Instagram in 2024.

Instagram Story Stats

Usage and Popularity:

• Over 500 million users engage with Instagram Stories each day.
• 6% of Instagram users actively post Stories.
• Businesses contribute to one-third of the most viewed Stories, indicating their effectiveness for marketing.
• 70% of users watch Instagram Stories every day.

 

Content and Preferences:

• The median number of frames per Story is 2, suggesting a preference for concise content.
• 70% of users watch Stories with the sound on.
• Retention rates drop after the first few frames, with the median falling below 75% after 7 frames.
• Short, narrative-style Stories are generally the most popular format with viewers.

Engagement and Impact:

• Reach rates for Stories are increasing, especially for smaller brands (up to 35% for those under 10k followers).
• Between 15% and 25% of users swipe up on links included in branded Stories.
• Nearly half (49%) of Gen Z consumers use Stories to discover new products and services.
• One in three Instagram users report becoming more interested in a product after seeing it on Stories.

Instagram Reels Statistics

• Reels boast the highest reach on Instagram, with an average of 30.81% compared to 13.14% for images.
• Reels enjoy an average engagement rate of 1.23%, surpassing standard video posts by 22%.
• The use of Reels by brands jumped from 19.67% in 2022 to 30.85% in 2023.
• Engagement rates are dropping a bit, currently sitting around 1.23%. However, Reels are still the most engaging content type on Instagram compared to Stories, Feed Posts, and IGTV.
• Brands like Nike are leveraging Reels successfully, averaging 4.6 million views per Reel.

Instagram Reels Users and Demographics

• A whopping 2.35 billion people interact with Instagram Reels every month.
• India leads the pack in terms of Reel users, followed by other countries where short-form video content is popular.
• Gen Z is a major driver of Reels usage, with 87% viewing them as interchangeable with TikTok.
• Over 17.6 million hours of Reels are watched daily.
• Reels can be up to 90 seconds long.
• Brands are starting to jump on the Reels bandwagon, with usage increasing by 57.4% in 2023. 

Instagram Images, and Video Statistics

• An estimated 95 million photos and videos are shared on Instagram daily. This translates to a massive amount of user-generated content being uploaded constantly.
• While videos are gaining traction, photos remain the most common post type. Around 66,000 photos are shared every minute, showcasing their enduring popularity.
• Although less frequent than photos, video posts see higher engagement. Videos generate an average of 38% more engagement compared to photos, highlighting their effectiveness in capturing user attention.
• Carousel posts, featuring multiple swipeable images or videos in a single post, boast the highest average engagement at 1.08%. This format allows for storytelling and product showcasing, leading to greater user interest.
• Posts with faces garner 38% more likes than those without, suggesting a natural human tendency to connect with relatable content.
• The median number of comments on image posts sits around 5.76, while videos see a median of 11.1 comments.

General Usage:

• Users prefer visual content formats like images and videos, with carousels being the second favorite.
• Carousel posts can get up to 10 times more engagement than single image posts.
• Video posts typically receive 38% more engagement than image posts.

Instagram Image Posts Statistics:

• Square images perform 18% better than landscape images in terms of engagement.
• Images with a 4:5 aspect ratio achieve the highest engagement rate.
• Using consistent colors aligned with your brand identity can increase brand recognition by up to 80%.

Carousel Posts:

• It’s recommended to use 3-5 slides in a carousel post to keep users engaged without overwhelming them.
• Carousels are effective for storytelling, showcasing product features, or providing tutorials, resulting in higher engagement.
• Carousel ads can boost conversion rates by up to 2 times compared to single image ads.

Video Posts:

• Keep video posts between 15-60 seconds long to maximize engagement on Instagram.
• Using subtitles can significantly improve reach as 85% of videos are watched on mute.
• Live videos can generate up to 10 times more engagement than pre-recorded videos.

Data on Posting:

• The best times to post on Instagram are generally Wednesdays at 11 AM and Fridays at 10:30 AM EST, but consider your audience’s location and habits. But most of them opine that Thursday, and Sunday are the best days to post. 

• Posting 3-7 times per week is recommended to stay top-of-mind with your audience without overwhelming them.
• Posting at least one Instagram story every day can leverage the engagement benefits of the feature. 

Fitness Reigns Supreme on Instagram Stories

The fitness industry is crushing it on Instagram Stories! Here’s a breakdown by the numbers:

• Dominant Fitness: A whopping 73% of all Instagram Stories from businesses come from the fitness world. (Source: Klear)
• Fashion Follows: The fashion industry isn’t far behind, clocking in at 70% of Stories.
• Retail Rounds Out the Top 3: Retail businesses are actively using Stories too, with 56% representation.
• Tech Takes a Bite: Technology-related content makes up 43% of Instagram Stories.
• Travel & Food Lag Behind: Surprisingly, travel and food & drink content are less prevalent on Stories, with only 24% and 15% respectively.

Instagram Ad Statistics

• Instagram ad revenue is expected to exceed $60 billion in 2024, indicating its effectiveness for businesses.
• In 2023, Instagram had an average ad engagement rate of 0.89%, notably higher than other social media platforms.
• More than 90% of Instagram users access the platform via smartphones, emphasizing the importance of mobile-friendly ads.

• Shoppable Instagram ads experienced a 44% increase in click-through rates in 2023, showing their effectiveness in driving sales.
• The influencer marketing industry on Instagram is predicted to reach $16.4 billion by 2024.
• Video ads constituted over 70% of Instagram ad spending in 2023, with this trend expected to continue in 2024.
• Gen Z, born between 1997 and 2012, constitutes the largest demographic on Instagram, making them a primary target audience for ads in 2024.
• Adoption of augmented reality (AR) ads on Instagram is forecasted to grow by 70% in 2024.

Instagram Statistics: 2024 Trend Talk for Gen Z

In this section, we will take a look at how Instagram has predicted the Gen Z trends for 2024 and how it is expected to influence the global phenomenon on a bigger picture. We will look at the survey conducted by Instagram in collaboration with WGSN and the trends that resonate with them in areas like beauty, fashion, dating, social media, and friendships.

Note: This survey was conducted in countries such as the US, the UK, Brazil, India, and South Korea.

Fashion and Beauty:

• In 2024, Gen Z aims to adopt sustainable fashion practices like buying less new clothing, repeating outfits, and shopping locally.
• Key fashion trends include modest dressing, thrifting, and creative DIY fashion.
• Beauty trends focus on individuality, with preferences for new hairstyles and finding a unique fragrance. However, Gen Z wants to leave behind trends like shaved eyebrows.

Social Media:

• Gen Z plans to use social media for maintaining relationships and keeping up with trends in fashion, music, and technology.
• Their preferred ways to connect with others on Instagram include liking stories, sending memes, and engaging with posts.

Dating and Friendship:

• A majority of Gen Z identifies as single and prioritizes strengthening current relationships over seeking new ones.
• Upon meeting someone new, they often share Instagram handles instead of phone numbers.
• Common dislikes or ‘icks’ include chewing with the mouth open, poor humor, and untidy appearances.

Lifestyle:

• 2024 is seen as a year of personal growth and self-improvement for Gen Z.
• Top priorities include maintaining health, exploring career options, and traveling.

Food:

• Gen Z shows a keen interest in vegan products and plant-based meats.

Celebrities and Fandom:

• Many belong to fan groups, particularly related to TV shows, music, and video games.
• Engaging with celebrities through direct messages on Instagram is a popular way for them to show support.

Activism:

• Gen Z plans to engage in activism by educating themselves and others, voting, and using social media to promote awareness.

Most Followed Accounts On Instagram

Source: Statista, HootSuite, Techjury, 2024 Instagram Trend Talk

Frequently Asked Questions

Conclusion

Instagram’s rise from a photo-sharing app to a social media giant with over two billion users is a testament to its ability to tap into the human desire for visual connection. With its constant evolution, Instagram has embraced features like Stories, Reels, and Shopping, solidifying its place as a platform for entertainment, influence, and commerce.

As it looks to the future, Instagram will likely continue to adapt and innovate, finding new ways to engage its audience and shape the ever-changing social media landscape. Whether it’s the continued rise of video content or the exploration of new immersive technologies, Instagram’s future promises to be just as captivating as its remarkable rise.