Facts & Figures // Instagram Statistics for 2022

• 82% of Instagrammers surveyed in Australia say they are open to discovering new brands or products on the platform
• 91% of Instagrammers in Australia surveyed say they use Instagram to follow an interest
• 89% said they’ve taken action in the moment when they saw a product/service on Instagram, such as following the brand, visiting their website or making a purchase online
• The fastest growing place to build brand love, Australians are sharing 1 million Instagram Stories every day

• According to Statista, more than half of the global Instagram user population is younger than 34 years old.
• Nearly two-thirds of Instagram users are aged between 18 – 29.
• 18 – 34 year olds are the most active age group.
• It’s predicted in 2020 that Instagram will see a 5.4% increase in American users and reach 112.5M, and 117.2M in 2021.
• 88% of Instagram users live outside of America.
• As of November 2019, there were 9,442,000 Instagram users in Australia. This accounts for 37.2% of the entire population.
• The majority of Australian Instagram users are female – 57.1%.
• 3,100,000 Australian users are aged between 25-34.

Instagram Demographics (US)

• 43% of females are on Instagram
• 31% of males are on Instagram
• Percentage of users on Instagram
  • 13 – 17 (72%)
  • 18 – 29 (67%)
  • 30 – 49 (47%)
  • 50 – 64 (23%)
  • 65+ (8%)
• Locations of users on Instagram
  • Urban – 46%
  • Suburban – 35%
  • Rural – 21%

Countries with highest number of Instagram users as of Jan 2021

1. India – 140 million
2. USA – 140 million
3. Brazil – 99 million
4. Indonesia – 85 million
5. Russia – 56 million
6. Turkey – 46 million
7. Japan – 38 million
8. Mexico – 32 million
9. UK – 31 million
10. Germany – 26 million

Countries with highest number of Instagram users compared to population as of Jan 2021

1. Kazakhstan – 78.7%
2. Brunei – 70.5%
3. Turkey – 68.4%
4. Iceland – 66.5%
5. Sweden – 66.5%
6. Kuwait – 65.7%
7. Cyprus – 64.5%
8. Cayman Islands – 64.3%
9. Malta – 62.1%
10. Guam – 61.7%

• 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.

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.

• It’s expected that Instagram will account for nearly 30 percent of Facebook’s ad revenue in 2020.
• Compared to Facebook, ad spending on Instagram is 23% higher, according to an internal study.
• Each month there are 2 million advertisers on Instagram.
• The estimated advertising reach for Instagram users is 1.22 billion. In the October to December 2020 quarter, reach grew by 5.4% (63 million)
• Instagram can reach 20% of the global population aged 13 years or older.
• 50.8% of Instagram’s ad audience is female, and 49.2% are male.
• Influencers can be paid between $100 – $2,085 per post by brands.
• Instagram will earn 12.32 billion in ad revenue in 2020. 
• The average cost per click (CPC) is $2.40 per country.
• The average engagement rate per contest post (CP) vs non-contest post (NCP)
  • Image: CP 3.58% – NCP 2.40%
  • Carousel: CP 3.29% – NCP 2.54%
  • Video: CP – 21.98 – NCP 2.04%
• The average engagement rate per giveaway post (GP) vs not giveaway post (NGP)
  • Image: GP 3.25% – NGP 2.40%
  • Carousel: GP 3.58% – NGP 2.53%
  • Video: GP – 2.34 – NGP 2.09%
• 1 in 4 Instagram ads feature video.

Instagram Ad Audience Stats

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

• 13 – 17 years old
  • Female – 3.7%
  • Male – 3.6%
• 18 – 24 years old
  • Female – 14.5%
  • Male – 15.3%
• 25 – 34 years old
  • Female – 16.1%
  • Male – 16.9%
• 35 – 44 years old
  • Female – 8.9%
  • Male 7.1%
• 45 – 54 years old
  • Female – 4.7%
  • Male – 3.4%
• 55 – 64 years old
  • Female – 2.3%
  • Male – 1.5%
• 65+ years
  • Female – 1.2%
  • Male – 0.9%

• 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%.

• 90% of accounts follow at least one business on Instagram
• A significant 67% of marketers plan on increasing their Instagram organic activities over the next 12 months.
• On average, brands post 2.5 stories per week.
• 60% of brands use an interactive element each week. These include polling stickers, mentions, music etc.
• Brand stories have an 85% completion rate. 
• According to a survey, 78% say that they see brands on Instagram as popular, 77% as creative, 76% as entertaining and 72% as committed to building community.
• 92% of users trust UGC more than traditional ads.
• 81% of users say UGC has influenced their purchase decision.
• Brands on Instagram post 11-20 times per month.
• 10% of brands post comments take place after 19 days.
• 98% of fashion brands are on Instagram.
• Half of all brands on Instagram have produced at least 1 story.
• Brands on Instagram receive approximately 10 times more engagement than on Facebook.
• Brands can experience 23% less engagement on Facebook for the same image.
• According to surveyed marketers, 89% indicated that Instagram was the most important social media channel for influencer marketing.
• 79% brands use Instagram for influencer campaigns, compared to:
  • Facebook 46%
  • Youtube 36%
  • Twitter 24%
  • LinkedIn 12%

• Instagram – 383,220,000
• Christiano Ronaldo – 252,240,000
• Ariana Grande – 214,920,000
• Dwayne “The Rock” Johnson – 210,470,000
• Kylie Jenner – 208,250,000
• Selena Gomez – 201,670,000
• Kim Kardashian West – 198,280,000
• Lionel Messi – 175,800,000
• Beyonce – 160,030,000
• Justin Beiber – 157,000,000

• Fashion 31.9%
• E-commerce 15.8%
• Beauty 13.7%
• Auto 10.3%
• Retail 9.1%
• Electronics 4.6%
• Services 2.1%
• Sporting goods 2.1%
• Other 10.5%

• Brands use less hashtags when posting videos, typically between 3 and 9.
• One in three Instagram posts that contained the hashtag #ad were story posts.

Most Used Hashtags

• #Love – 2 billion
• #InstaGood – 1.2 billion
• #Fashion – 908 million
• #PhotoOfTheDay – 879 million
• #Art – 746 million
• #Beautiful – 714 million
• #Photography – 693 million
• #PicOfTheDay – 623 million
• #Follow – 617 million
• #Happy – 615 million

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

• @amiah lynn
• @iblancaj
• @sadiealdis
• @melanie_locke
• @carolinemanning
• @aaashleyk

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

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.