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Instagram Statistics for 2022 // Facts & Figures

This is it. The ultimate list of Instagram statistics that you need to know for 2022.

With the introduction of more shopping options and Reels to the platform, it’s been a big year for Instagram. The social media giant has certainly reaffirmed its position as one of the world’s most popular social media apps.

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

From the global reports such as the Digital Report, to more localised Australian sources, we regularly update this page with the latest news we can find.

Here we go, all the fun facts about Instagram and stats you didn’t know you needed to know.

Instagram Demographics (US)

Countries with highest number of Instagram users as of April 2022

  1. India – 230.5 million
  2. USA – 159.75 million
  3. Brazil – 119.45 million
  4. Indonesia – 99.15 million
  5. Russia – 63 million
  6. Turkey – 52.15 million
  7. Japan – 46.1 million
  8. Mexico – 37.85 million
  9. UK – 31.75 million
  10. Germany – 29.85 million

Countries with the highest number of Instagram users compared to the population as of April 2022

  1. Brunei- 89.0%
  2. Kazakhstan – 82.7%
  3. Turkey – 76.5%
  4. Cyprus – 75.7%
  5. Cayman Island – 75.5%
  6. Iceland – 73.8%
  7. Guam – 72.8%
  8. Chile – 72.3%
  9. Sweden – 71.3%
  10. Uruguay – 71.2%

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 – 4.0%
    • Male – 4.9%
  • 18 – 24 years old
    • Female – 13.4%
    • Male – 16.8%
  • 25 – 34 years old
    • Female – 14.6%
    • Male – 17.1%
  • 35 – 44 years old
    • Female – 8.1%
    • Male 7.7%
  • 45 – 54 years old
    • Female – 4.3%
    • Male – 3.5%
  • 55 – 64 years old
    • Female – 2.2%
    • Male – 1.5%
  • 65+ years
    • Female – 1.2%
    • Male – 0.9%

  • As of April 2022, the average engagement rate for all types of posts is 0.68%
  • The average engagement rate for photos is 0.70%
  • Videos have an average engagement rate of 0.47%
  • Carousel posts have an average engagement rate of 0.85%
  • The average business account has a +1.68% monthly growth in account followers
  • The average business account posts once per day in the main feed
  • 64.9% of all main feed posts are photos
  • 17.3% of all main feed posts are carousels
  • 17.8% of all main feed posts are videos
  • The average business account posts 13.1 stories each month
  • 0.85% is the average engagement rate for all types of posts
  • 0.88% is the average engagement rate for photo posts
  • 1.05% is the average engagement rate for carousel posts
  • 0.55% is the average engagement rate for all types of video posts
  • Business accounts with less than 10,000 followers perform the best:
    • Accounts with less than 10k fans have an average post engagement rate of 1.29%
    • Accounts with between 10k and 100k fans have an average post engagement rate of 1.00%
    • Accounts with more than 100k fans have an average post engagement rate of 0.73%
  • 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 – 458,300,000
  • Christiano Ronaldo – 387,500,000
  • Kylie Jenner – 298,100,000
  • Lionel Messi – 298,000,000
  • Ariana Grande – 288,100,000
  • Dwayne “The Rock” Johnson – 287,800,000
  • Selena Gomez – 287,100,000
  • Kim Kardashian – 276,800,000
  • Beyonce – 230,200,000
  • Justin Beiber – 214,300,000

  • 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 – 2.1 billion
  • #InstaGood – 1.4 billion
  • #Fashion – 1.0 billion
  • #PhotoOfTheDay – 981 million
  • #Art – 877 million
  • Photography – 852 million 
  • Instagram – 808 million 
  • #Beautiful – 786 million
  • Nature – 689
  • #PicOfTheDay – 688 million

Feel the need for more stats?

Looking for some platform-specific stats? We got you.

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