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In June 2018, Instagram celebrated a huge milestone: one billion monthly users. Smart marketers know that having a business Instagram account is crucial for a business’s social media marketing strategy. 

While Instagram isn’t as widely used for business purposes as Facebook, it’s a robust app that spreads brand awareness, makes communication with prospects easier, and has some major potential for ROI.

The following Instagram statistics can show you how valuable Instagram is for your business. 

General Instagram Statistics 

  1. With approximately 1 billion monthly active users, Instagram belongs to one of the largest social networks in the world. 

  2. The app is mostly used in the U.S. and India, with a share of 140 million Instagram accounts each. 

  3. By 2023, it’s predicted the number of Instagram users in the U.S. alone will surpass 120 million monthly active users. 

  4. Two months after Instagram’s launch in 2010, it already had one million users.

  5. 24% of Instagram users open the app multiple times per day. 

  6. 46% of people use Instagram to see what their family and friends are up to.

  7. 90% of people follow at least one business on Instagram. 

  8. Two out of three people say that Instagram allows them to interact with brands easier than other platforms. 

  9. 84% of people use Instagram to discover new products.

  10. A large percentage (62%) of Instagrammers use the app to find restaurants and stores at their holiday destination or in their hometowns. 

  11. 66% of Instagram users plan their feed in advance by a few days. 

  12. 21% of people (most likely influencers and businesses) plan their Instagram stories. 

  13. 85.9% of people love being a part of Instagram’s community. 

  14. 14.1% of people find using Instagram stressful. 

  15. 72.9% of people care about how many followers they have. 

  16. Most people spend one to three hours on Instagram per day. 

  17. There’s an average of 95 million pictures being uploaded daily. 

  18. There are approximately 4.2 billion likes per day. 

Instagram Features and Post Format Statistics 

  1. Instagram stories launched in August 2016, throwing a punch at Snapchat. 

  2. In 2019, 500 million people were watching Instagram stories every day.

  3. The Dodo posted nine videos to Instagram Reels, each with an average of 2.9 million views. 

  4. From July to August 2020, Instagram experienced a 7 million app download growth right after Instagram Reels was released. 

  5. 82.2% of Instagram users don’t watch IGTV videos.

  6. 83.6% of people use hashtags to find users with the same interests and boost account awareness. 

  7. 71.9% of people put their hashtags in the post’s caption, while 28% do in the comments. 

  8. Instagram allows users to use up to 30 hashtags, and most people use between 15 and 30. 

  9. In June 2019, image posts made out 68% of the content being posted on Instagram. 

  10. 36.6% of Instagram users like watching stories, while 63.4% prefer seeing posts. 

  11. 86.6% of Instagram account holders post videos and pictures on Instagram stories. 

  12. 76.9% of users have not used Instagram’s shopping feature yet. 

Instagram’s “No Likes” Experiment Results Statistics 

  1. In April 2019, Instagram experimented with hiding likes to decrease related cases of depression among users and influencers. 

  2. 35% of content creators reported hating the no likes experiment, and 19% disliked it. 

  3. On the other hand, 23% of content creators loved the no likes experiment. 

  4. For many creators (18%), the no likes experiment greatly decreased their number of new likes.

  5. A very tiny percentage (2%) of creators saw an increase in their likes.

  6. 22% of Instagram users saw fewer comments on their posts due to the no likes experiment. 

  7. Creators were 223% more likely to agree than to disagree that follower growth had slowed after the experiment began. 

  8. Since the no likes experiment started, 28% of users felt more freedom to post what they wanted. 

  9. 26% of creators less pressure to get more likes during the experiment. 

  10. Removing likes had not increased happiness among two-thirds of creators. 

  11. Creators with hidden likes report feeling 2.5 times less motivated to post frequently. 

  12. 34% of creators who had their likes hidden reported that their followers also disliked the change.

The Most Followed on Instagram Statistics as of June 2020

  1. The most-followed automotive brand in the world in June 2020 was BMW. 

  2. Gordon Ramsay was the most followed food Instagram influencer in the world with 9.2 million followers.

  3. Kylie Jenner had 181.2 million followers, leading the fashion and beauty industry. 

  4. The most-followed pet-related account on Instagram was Jiffpom, with 10.4 million followers.

  5. Narendra Modi, the prime minister of India, was the most-followed political figure in the world. 

  6. Chris Burkard was the most-followed travel influencer in the U.S. 

  7. Wildlife photographer Paul Nicklen was the most followed wildlife photographer globally. 

Instagram Advertising Statistics

  1. 4 million businesses use Stories ads monthly. 

  2. Picture ads are the most effective form of Instagram advertising according to 29% of marketing professionals worldwide. 

  3. 17% of marketing professionals say video marketing is the second most effective ad format, followed by 16% saying Instagram Stories. 

  4. Instagram advertising revenue is to reach $18.16 billion in the U.S. in 2021.

  5. The average cost per click of an Instagram ad ranges between $0.70 and $1.00. 

  6. More competitive spaces and demographics can cost as high as $5.00 per click!

  7. 62% of Instagram users have clicked the call-to-action button underneath an ad. 

  8. 21% of people buy almost monthly when seeing products from ad collections on Instagram.

  9. 33% of consumers have bought something in an online store using a discount code advertised on Instagram. 

  10. 31% bought a product online after seeing “free shipping” on an Instagram ad. 

  11. 50% of people are more interested in a brand when they see an ad on Instagram. 

Instagram Influencer Statistics 

  1. The global Instagram influencer market size in 2020 was worth $2.3 billion.

  2. In 2020, Instagram influencer marketing spending reached $8,080 million, which’s two times more than it was in 2017.

  3. Dwayne Johnson’s cost per post is $1,015,000. 

  4. Kylie Jenner’s posts cost $986,000 and make her the second highest-earning Instagram influencer. 

  5. 48% of people who saw an influencer talking about a product in a story subsequently bought it. 

  6. Most people (33%) would like to see influencers posting daily. 

  7. TV channel was the most popular influencer topic on Instagram, with a 62% average daily follower growth.

  8. News and politics is the second most popular influencer topic, increasing 59% daily followers. 

  9. In 2020, there were $6.12 million sponsored influencer posts active on Instagram.

  10. 79% of Instagram users follow singers/musicians. 

Instagram for B2B and B2C Marketers Statistics

  1. Instagram is the second most used platform for B2C companies and the third most used platform by B2B companies. 

  2. As far as “most important,” 19% of B2C marketers say Instagram is more important to them, and only 12% of B2B marketers say Instagram is most important. 

  3. In general, 59% of marketers worldwide say Instagram is the second-best marketing platform after Facebook. 

  4. 58.8% of businesses use Instagram to promote products or services. 

  5. Still, 73.7% of business marketing efforts on Instagram don’t end up in a sale. 

Instagram User Demographic Statistics 

  1. As of January 2021, 14.5% of Instagram users worldwide were women between the ages of 18 and 24 years old. 

  2. In general, there are more female Instagram users (57%) than male users (42%).

  3. More than half of the global Instagram users are under 34 years old. 

  4. Users between the ages of 25 and 34 make up most Instagram users (33%). 

  5. 43% of people who use Instagram have a college degree. 

  6. As of fall 2020, Instagram was ranked as the preferred photo-sharing app among teenagers in the U.S., second to TikTok and Snapchat.

  7. 3% of parents say their children use Instagram. However, account holders must be at least 13 years old, according to Instagram’s rules. 

Should Your Business Use Instagram?

Considering Instagram has over 25 million business accounts, it’s clear that brands see the value.

Instagram is a dominant player among some of the biggest social media giants. It’s a platform that allows you to connect with your followers (or prospects). It’s visual, very interactive, attracting the younger generations more than other social media platforms.

Besides posting photos and videos, you can use Instagram to highlight your brand’s values and goals, show off products, and use an extensive ad network. These are all efforts that will capture leads and sales, resulting in ROI for your business. 

Did you like this article? Our team is making a series of statistics posts that aim to help inform your business on making healthy decisions. Check out our small business statistics, podcast statistics, and artificial statistics posts.

We got our information from Statista Premium and the following sources:

HubSpot WERSM Buffer Instagram DIGIDAY Preview Statista PEW Research Center 



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