Instagram Statistics for 2024

Get ready to dive into the future of social media with the ultimate list of Instagram statistics that you need to know for 2024.

Instagram has been making waves with the introduction of more shopping options and Reels to the platform, cementing its position as one of the world’s most beloved social media apps.

As social media professionals, staying on top of the latest trends is crucial, which is why we’ve scoured the web and compiled everything we could find into one comprehensive record, complete with sources.

From global reports like the Digital Report to more locally-focused Australian sources, we keep this page regularly updated with the most recent news, so you can stay ahead of the curve.

Discover all the fascinating facts and stats about Instagram that you never knew you needed to know. Trust us, the future of social media is looking bright, and Instagram is leading the way.

Instagram Demographics (US)

Countries with highest number of Instagram users as of 2023

  1. India – 229.55 million
  2. USA – 143.35 million
  3. Brazil – 113.5 million
  4. Indonesia – 89.15 million
  5. Turkey – 48.65 million
  6. Japan – 45.7 million
  7. Mexico – 36.7 million
  8. UK – 28.75 million
  9. Germany – 27.45 million
  10. Italy – 26.2 million

Countries with highest ad reach compared to population as of 2023

  1. Bahrain – 88.6%
  2. Cyprus – 84.3%
  3. Turkey – 83.2
  4. Kazakhstan – 83.1%
  5. Brunei – 82.6%
  6. Cayman Island – 80.2%
  7. UAE – 80.2%
  8. Chile – 77.6%
  9. Uruguay – 71.2%
  10. Kuwait – 76.5&

  • Instagram Stories has 500 million users every day.
  • 62% of users say they are more interested in a brand after seeing it in an Instagram Story.
  • The heart love sticker is the most used Giphy in Stories.
  • 15% to 25% of people swipe the links in branded stories.
  • 70% of Instagram users watch stories daily.
  • 86.6% of Instagram users post Stories.
  • Instagram Stories are used by 36% of businesses to promote their products.
  • 49% of Gen Z consumers use stories to find products and services.
  • 70% of Instagram Stories are watched with the sound on.
  • The average reach rate for brands with large followings is 12% for posts and 2% for Stories.
  • About 98% of fashion brands use Instagram.

As shared by Marketing Brew from the email exchange with Team Whistle:

  • 87% of Gen Z TikTok users who have used Instagram Reels agree with the statement, “Instagram Reels is basically the same as TikTok.”
  • Most respondents (daily or weekly) who have used Instagram Reels do not think that TikTok is inherently special.
  • 61% of Gen Z TikTok users said they plan to spend more time on Instagram in TikTok’s place.

Instagram Ad Audience Stats

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

  • 13 – 17 years old
    • Female – 4.2%
    • Male – 4.3%
  • 18 – 24 years old
    • Female – 15.4%
    • Male – 16.2%
  • 25 – 34 years old
    • Female – 13.9%
    • Male – 15.6%
  • 35 – 44 years old
    • Female – 8%
    • Male 7.3%
  • 45 – 54 years old
    • Female – 4.6%
    • Male – 3.6%
  • 55 – 64 years old
    • Female – 2.6%
    • Male – 1.7%
  • 65+ years
    • Female – 1.5%
    • Male – 1.1%

  • Instagram – 651,000,000
  • Christiano Ronaldo – 600,000,000
  • Lionel Messi – 484,000,000
  • Selena Gomez – 427,000,000
  • Kylie Jenner – 398,000,000
  • Dwayne “The Rock” Johnson – 389,000,000
  • Ariana Grande – 378,000,000
  • Kim Kardashian – 363,000,000
  • Beyonce – 315,000,000
  • Khloe Kardashian – 311,000,000

  • If you use just one hashtag on a post, it is going to get 29% more interactions.
  • If you use more than 11 hashtags on a post, then you are going to have 79% more interactions.
  • Longer hashtags typically include between 21 and 24 characters, and they do better than shorter tags.
  • 7/10 hashtags that are on Instagram are brand hashtags.

Most Used Hashtags

  • #love (2.1B)
  • #instagood (1.6B)
  • #instagram (1.1B)
  • #art (1B)
  • #photooftheday (1B)
  • #photography (1B)
  • #beautiful (823M)
  • #picoftheday (720M)
  • #happy (698M)
  • #follow (695M)

Feel the need for more stats?

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Looking for more when it comes to Instagram? Check out our Instagram Resources and get your marketing firing!