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40+ Instagram Statistics for 2024

latest Instagram Statistics

In the age of digital media, Instagram has emerged as a powerful social networking platform, revolutionizing how individuals and businesses connect and communicate. With its visually appealing interface and extensive user base, Instagram has become a valuable tool for self-expression, personal branding, and marketing. As a result, the analysis and interpretation of Instagram statistics have gained considerable importance in understanding user behavior, content trends, and the overall impact of this platform on society.

Our analysis and interpretation of Instagram statistics are derived from an extensive compilation of data, drawing insights from hundreds of authoritative sources. These sources encompass a wide range of research studies, case studies, and surveys, providing comprehensive information on various aspects such as usage patterns, demographics, engagement metrics, and more.

Key Findings

  • Instagram has a monthly user base of over 2.3 billion active users.
  • Instagram has 1.386 billion daily active users worldwide.
  • American adults spend an average of 30.6 minutes daily on the app.
  • Instagram ranks as the 2nd most downloaded app worldwide.
  • Only 0.2% of Instagram users are unique to the platform.
  • 50.6% of Instagram users identify as male, while the remaining 49.4% are females.
  • An average of 5.44 hashtags can enhance a post’s discoverability and broaden its reach.
  • 90% of Instagram users follow a business account.

General Instagram Statistics

Instagram is one of the most influential platforms on the internet. As the fifth most visited website worldwide, it attracts significant user attention. On average, users spend approximately 00:08:16 per visit on the app.

Each visit has an average of 11.02 pages viewed, indicating the depth of user exploration within the platform. While 34.70% of people only view a single page before leaving, most users delve into multiple pages, highlighting the diverse range of content available on Instagram.

Instagram users per visit

Instagram ranks as the 2nd most downloaded app worldwide

Instagram has firmly established itself as one of the most popular social media platforms globally, as evidenced by its impressive download numbers. According to data, Instagram ranks as the 2nd most downloaded app worldwide across all platforms.

Diving deeper into the download statistics, it becomes apparent that Instagram’s popularity is not confined to a specific operating system.

Among Google Play users worldwide, Instagram takes the 2nd position for the most downloads. Meanwhile, among iOS users worldwide, Instagram secures the 4th position in downloads.

A closer examination of Instagram’s user base reveals a fascinating insight. Surprisingly, only 0.2% of Instagram users are unique to the platform, while the majority of them are also active on other social media platforms, showcasing the tendency for individuals to maintain a presence across various digital channels. Despite this, Instagram’s ability to retain its user base and foster engagement remains remarkable, considering the fierce competition within the social media industry.

Users unique to platforms

Instagram Usage Statistics

With its staggering monthly user base of over 2.3 billion active users (and 1.3 billion daily users), Instagram has firmly established itself as a leading social media platform, revolutionizing how people connect, express themselves, and share their experiences through captivating visual content.

Reasons people use Instagram

Instagram caters to a wide range of user interests and preferences. The majority of individuals, approximately 38%, use Instagram to share their cherished moments through pictures and videos, making it the most prevalent purpose for usage.

However, staying connected with friends and family ranks as the 2nd most common reason for engaging with Instagram, reflecting its significance as a tool for fostering relationships and maintaining social connections.

In contrast, only 27% of Instagram users employ the platform to follow celebrities and influencers, suggesting that while these figures may command substantial attention, they do not represent the primary motivation for the majority of users.

It is worth noting that 24% of people utilize Instagram to keep up with their favorite brands and products, indicating the platform’s influence in marketing and consumer engagement.

Reasons why people use Instagram

How much time do people spend on Instagram?

On a global scale, the average user spends over 12 hours per month on Instagram (Android), reflecting its immense popularity and widespread usage. However, it’s interesting to note the varying levels of usage time across different countries.

In Turkey, Instagram holds a powerful appeal, as users of this country spend an average of approximately 21.4 hours per month browsing the platform on Android. On the other end of the spectrum, South Koreans are more reserved regarding Instagram usage, with an average monthly app duration of 6.1 hours.


Time spent on Instagram by country

30.6 min

American adults spend an average of 30.6 minutes daily on Instagram.

Instagram Demographics Statistics

Instagram’s demographic data highlights its universal appeal among diverse age groups, positioning it as an optimal platform for connecting with a broad spectrum of potential customers.

Instagram gender breakdown: female users 49.4%, male users 50.6%

Instagram exhibits a relatively balanced gender distribution among its worldwide user base. Specifically, approximately 49.4% of Instagram users identify as female, while the remaining 50.6% are males. By fostering an environment that welcomes both males and females, Instagram has established itself as a significant player in the social media landscape, facilitating connections, creativity, and self-expression for millions of users worldwide.

Instagram users by age and gender

Instagram’s advertising reach encompasses a diverse range of age groups, with a notable presence of users aged 13 to 17. The platform’s total ad audience is approximately 131.1 million individuals in this age bracket, constituting around 8.1% of the audience. Interestingly, the distribution of users aged 13 to 17 on Instagram is relatively balanced between females and males, indicating a roughly equal representation of both genders.

Within the age group of 25 to 34, Instagram boasts a substantial user base of approximately 488.7 million individuals, accounting for 29.6% of the total ad audience.

Breaking down this age group further, females and males exhibit slightly different participation rates. Females comprise around 13.9% of the users, while males comprise 15.7%.

Moving on to the age bracket of 45 to 54, Instagram still maintains a notable presence with approximately 132.2 million users, constituting around 8.2% of the total ad audience.

Although this segment represents a smaller proportion than other age groups, it remains a valuable target audience for advertisers looking to engage with a slightly older demographic.

Instagram users by country: India takes the lead with a staggering minimum of 326.6 million users

Instagram enjoys immense popularity and a massive user base in various countries worldwide. India takes the lead with a staggering minimum of 326.6 million active Instagram users.

This enormous user count reflects the country’s vast population and its increasing adoption of social media platforms.

The United States of America, known for its tech-savvy population, boasts at least 168.6 million active Instagram users. Moving on, Brazil boasts a minimum of 132.6 million active Instagram users.

Lastly, Italy, with its deep artistic and cultural roots, has at least 30.3 million Instagram users actively engaged on the platform.

Instagram users by country - map

Instagram Engagement Statistics

Instagram engagement statistics presented below clearly indicate the powerful impact of social media in our digital age.

Whether through likes or comments, engagement on Instagram reflects its unparalleled influence in shaping modern social connections. Highly engaging posts tend to receive approximately 6,314.42 likes.

Videos vs. images

Video content remains the most engaging and influential form of media, captivating audiences worldwide. This effect is particularly pronounced in the Asia-Pacific region, where videos receive an average of 800 more likes than the global average.

Moreover, the impact of videos goes beyond the ability to generate more likes; they also outshine other forms of media in terms of user engagement. Video posts garner an impressive 3x more engagement than single images.

Time, location, and hashtags

Data suggests that Instagram users are more actively engaged with content at night, with 8 p.m. being the optimal time for making a post. This time slot shows the highest engagement rate of 7.33%, compared to the lowest rate of 5.53% at 8 a.m.


Percentage of people engaged at night vs. morning

most favorable day for posting on Instagram

In addition to timing, the choice of the day for Instagram posting plays a crucial role in achieving optimal engagement rates.

Findings suggest that Sunday is the most favorable day, boasting an impressive average engagement rate of 6.47%.

Regarding geographical trends, an analysis of tagged posts reveals that a substantial majority originate from the Americas, comprising 57.2% of all tagged posts. Europe follows closely behind, contributing 30.1% of the total.

Hashtags also play a significant role in determining the engagement level of posts on Instagram. An average of 5.44 hashtags can enhance a post’s discoverability and broaden its reach.

USA and Europe are most tagged locations

Most tagged locations

How do businesses keep users engaged?

Instagram business accounts achieve an average engagement rate of 0.71% for their published posts. Note that engagement rates can vary depending on the post type: on average, photo posts published by Instagram business accounts have an engagement rate of 0.59%. Similarly, video posts have an average engagement rate of 0.58%, indicating a similar level of user interest.


Average instagram engagement rate for all posts types


Average instagram engagement rate for photo posts


Average instagram engagement rate for video posts


Average instagram engagement rate for carousel posts

On the other hand, carousel posts, which allow businesses to share multiple images or videos in a single post, tend to perform better, with an average engagement rate of 1.26%. This higher rate implies that users are more likely to engage with and show interest in this type of content.

Influencers/Content Creators Statistics

Influencers hold significant importance on Instagram due to their ability to shape trends, inspire others, and engage with their audience. They can influence consumer behavior, impact brand perception, and drive sales through authentic content creation and relatability.

More than 65% of Instagram accounts currently boast over 1,000 followers

Approximately 19.63% of Instagram accounts now have a follower count exceeding 10,000.

Around 7.12% of Instagram accounts have collected over 50,000 followers.

Roughly 4.44% of Instagram accounts enjoy a follower base surpassing 100,000.

Approximately 1.12% of Instagram accounts have more than 500,000 followers.

In 2022, about 49% of influencers reportedly bought Instagram followers.

Only 0.59% of accounts currently have over 1,000,000 followers.

Instagram Stories Statistics

Stories play a crucial role on Instagram by driving increased engagement, providing businesses and influencers with a powerful tool for storytelling, and enhancing the overall user experience on the platform.

On average, the top 25% of active brands post Stories approximately every other day, totaling about 17 times a month. On the other hand, the least active 25% of brands publish a little over one Story per week

Here's what the number of stories posted tells about users engagement

0 %

If your Story contains more than four frames, over 90% of viewers tap forward to move to the next frame.

0 %

The median tap-back rate is 4.8%, while the top 25% of brands experience tap-back rates closer to 7%.

0 %

Stories with only one frame typically have an exit rate of approximately 12%.

Instagram Business Statistics

With an astounding 90% of its users actively choosing to follow business accounts, Instagram has solidified its status as the preferred platform for commercial engagement. The significance of this preference is further underscored by the fact that a remarkable 25% of marketers declare Instagram to be the platform that yields the highest return on investment (ROI).

When it comes to determining the success of a business’ online presence, engagement rates are crucial. The statistics below reveal intriguing insights into the relationship between follower count and engagement.

Average instagram engagement rate


Business accounts with fewer than 10,000 followers


Business accounts with 10.000 to 100.000 followers


Business accounts with more than 100,000 followers

Business accounts with fewer than 10,000 followers demonstrate an impressive engagement rate of 0.98%. This suggests that a smaller audience size does not necessarily translate to diminished interaction; instead, a dedicated group of followers actively engages with the content.

As the follower count increases, business accounts experience a gradual decline in engagement. Business accounts with between 10,000 and 100,000 followers share an engagement rate of 0.68%. Notably, the trend continues with accounts with over 100,000 followers, where engagement rates drop to 0.57%.

Threads Statistics: Meta's Revolutionary Text-Based App

Threads, an innovative text-based app from Meta, has redefined the way users engage in the digital sphere. Conceptualized as an alternative to Twitter, Threads leverages the established popularity of Instagram, enabling users to transfer their accounts, credentials, and followers, seamlessly bridging two social media powerhouses.

In a startling display of virality, Threads achieved an unprecedented feat: it became the fastest app to reach 100 million downloads, a milestone it reached within a remarkable span of just five days. As of the current statistics, the app has surpassed over 150 million downloads, exhibiting an awe-inspiring growth trajectory.

Main Thread Statistics

190 million likes

Within the first 24 hours, Instagram Threads reached over 190 million likes

150 million downloads

Currently, Instagram Threads has over 150 million downloads

95 million posts

Within the first 24 hours, Instagram Threads reached over 95 million posts

As Threads continues to captivate users worldwide, India emerges as the leading contributor to its success. Accounting for a whopping 33% of its downloads, India sits at the helm of Threads’ global reach. Following closely behind, Brazil commands a significant share of 22%, reflecting the app’s considerable appeal in this vibrant South American market.

However, it’s not just emerging economies that are swept up in the Threads wave. The United States, a mature digital market, also shows substantial engagement with Threads, accounting for 16% of the app’s total downloads. This spread of adoption indicates Threads’ versatile appeal across diverse cultures and digital behaviors.

Final Thoughts

Instagram is a powerhouse in social media, with staggering statistics highlighting its impact. With over 2 billion active users and daily interactions in the millions, Instagram has become a vital platform for businesses and individuals alike.

The platform’s visual nature and extensive engagement make it a prime channel for brand promotion and influencer marketing. As its user base grows, Instagram remains a significant force, shaping digital culture and providing ample opportunities for connection, creativity, and success.