Facts & Figures // Instagram Statistics for 2021

This is it. The ultimate list of Instagram statistics that you need to know for 2021.

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 such as the Yellow Report, 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 Jan 2020

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 - 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%

  • 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

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

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.



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.

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

Facts & Figures // Instagram Statistics for 2021