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2020 Facts & Figures // Instagram Statistics


This is it. The ultimate list of Instagram statistics that you need to know in 2020.

We’ve scoured the web and compiled everything we could find into one complete record, full of sources.

You can also check out a video version of this post here.

general // demographics // stories // advertising // hashtags // engagement

Here we go, all the Insta stats you didn’t know you needed to know.

General Instagram Stats

Instagram User Demographics

Instagram Demographics (US)

Countries with highest number of Instagram users as of Jan 2020

Instagram Stories Stats

Instagram Advertising Stats

Instagram Ad Audience Stats

Below is the percentage of Instagram’s ad audience by age and gender.

  • 13 – 17 years old
    • Female – 3.1%
    • Male – 3%
  • 18 – 24 years old
    • Female – 14%
    • Male – 16%
  • 25 – 34 years old
    • Female – 17%
    • Male – 18%
  • 35 – 44 years old
    • Female – 9.1%
    • Male 7.4%
  • 45 – 54 years old
    • Female – 4.6%
    • Male – 3.2%
  • 55 – 64 years old
    • Female – 2%
    • Male – 1.2%
  • 65+ years
    • Female – 1.1%
    • Male – 0.8%

Instagram Engagement Benchmarks

  • 1.49% is the average engagement rate for all types of posts
  • 1.87% is the average engagement rate for all types of video posts
  • 1.11% is the average engagement rate for photo posts
  • 0.0.6% is the average comments to followers ratio for video posts
  • 0.08% is the average comments to followers ratio for photo posts
  • At a median of 1.60% engagement rate, brands with the highest engagement rates include higher education at 3.96%, nonprofits at 2.40% and sports teams at 2.40%.

Instagram Business Engagement Benchmarks

Instagram Brand Stats

Interactions on Instagram Across Different Industries

Most Followed Instagram Accounts

Stats about Hashtags

Most Used Hashtags

Influencers With the Highest Effectiveness Scores

Socialbakers measure their influencer scores by their effectiveness based on their interactions per 1,000 followers, authenticity, and the strength of their interests.

Most Engaging Instagram Posts

Netflix carousel of various cast members from different Netflix shows sleeping on set.

interactions 1

Maybelline’s Brazil account that partnered with influencer @marimaria for the promotion of their product line.

Maybelline

Netflix’s Season 3 trailer for 13 Reasons Why.

netflix us

Feel the need for more stats?

Be sure to check out the video version of this post.

Looking for some platform specific stats? We got you.

Here are some of our previous Instagram Stat posts:

If the yearn to learn is strong, our Instagram Marketing Workshop might be perfect for you.

2 Comments

  1. NapoleonCat · January 9, 2020 Reply

    The stats are overwhelming! Thanks for sharing!

  2. Instagram Statistics · January 31, 2020 Reply

    Well it looks like I’ll be putting my money towards working with influencers rather than paying for IG ads after reading this! Thanks.

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