30 Quotable Instagram Stats

30 quick, quotable stats and facts about the social media juggernaut that is Instagram:

  1. Instagram has 5 million monthly, active Australian users.
  2. 400 million users worldwide.
  3. There is a relatively even gender split in global user demographic: 51% male and 49% female.
  4. 40 billion images have been shared since the platform’s launch.
  5. On an average day, 80 million photos are shared on the platform, globally.
  6. 90% of Instagram’s global membership consists of users younger than 35 years of age.
  7. 60% log in daily, making it the second most engaged social network (after Facebook).
  8. Average engagement per Instagram post has grown by 416% over two years.
  9. 97% of engagement on Instagram are Likes.
  10. 92% of all Instagram posts are photos.
  11. 50% of Instagram users follow brands!
  12. Photos generate greater engagement than videos do on Instagram.
  13. More than 50% of users do not turn sound on for Instagram video (thanks to shorter attention spans and increased mobile use in public to name a few), leading to the rise in popularity of ‘silent videos’ and apps like Boomerang. Watch this space marketers!
  14. Instagram and Snapchat are Australia’s top two, fastest growing social networks.
  15. Instagram’s per-follower engagement rate for top brands is 58 times higher than on Facebook and 120 times higher than on Twitter.
  16. Posts that include another handle gain 56% more engagement.
  17. Posts with at least one hashtag gain 12.6% more engagement.
  18. Posts with a location included receive 79% more engagement.
  19. Marketers investing 40 plus hours per week on social media are 42% more focused on Instagram than those investing 6 or fewer hours a week.
  20. 72% of marketers in Australia are interested in investing ad budget on Instagram in 2016.
  21. Ad recall from sponsored posts on Instagram was 2.9 times higher than Nielsen’s norms for online advertising.
  22. Instagram will bring in $595 million in mobile ad revenues worldwide this year, and $2.81 billion by 2017.
  23. 48.8% brands, globally, are on Instagram. This is expected to hit 70.7% by 2017.
  24. Of the world’s top 100 brands, 85% have an Instagram account.
  25. Top brands on Instagram are seeing a per-follower engagement rate of 4.21%.
  26. 70% of the most used hashtags are branded.
  27. 8% of Instagram accounts are allegedly fake, spam-bot accounts and 30% are inactive.
  28. 50% of comments are made within the first six hours.
  29. Pizza is the most Instagrammed food, then sushi and then steak.
  30. More photos are taken every two minutes than were taken in the whole of the 1800s!


Meg Coffey
Originally from Texas and now proudly Australian, the “Texstralian” is all about hard work, calculated risks and has a great ‘gift of the gab’. While Meg is a hospitality and tourism sector specialist, her skill and understanding of “social” translates to any application, and she leads the charge for digital empowerment across Australia.