Instagram Statistics for 2023 // Facts & Figures

• In October 2022, Instagram is Australia’s second most-used social media platform. 
• 16.2% of 16 to 64 year-olds say Instagram is their favourite social media platform. 
• Australian users spend 8.3 hours per month on Instagram. 
• Instagram accounts from 6.8% link clicks to third-party sites from social media in Australia. 
• 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.

• 47.8% of all Instagram users are female while 52.2% are male.
• 31.2% of Instagram users are 25-34-year-olds.
• Out of the 25-34 age group, 16.4% are male and 14.8% are female users.
• 31% of Instagram users are 18-24 years old.
• Out of them, 17.9% are male, while 13.1% are female users.
• There are 123 million Instagram users from the U.S. 
• 22.5% of U.S. Instagram users are 25-34 years old.
• 87% of users are outside the U.S. 
• 17.6% of the world population uses Instagram.
• 73% of U.S. teens say Instagram is the best way for brands to reach them about new products or promotions.
• Instagram users spend an average of 30 minutes per day on the platform in 2021. 
• 25% of U.S. teenagers say Instagram is their preferred social media platform.
• 88% of Instagram users live outside of America.

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 October 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 highest number of Instagram users compared to population as of October 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%

• 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.

• Ads in Instagram Reels can reach a potential audience of 758.5 million people. 
• The advertising audience for Reels is 45.0% female and 55.0% male.

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.

• The average Instagram engagement rate for all types of posts is 1.94%
• Turkey has the highest advertising reach of 76.0% of it’s 13+ population
• Engagement rate for photos is 0.46%
• Engagement rate for videos is 0.61%
• Engagement rate for carousel posts is 0.62%
• Each month there are 2 million advertisers on Instagram.
• The estimated advertising reach for Instagram users is 1.32 billion.
• Instagram can reach 22.2% of the global population aged 13 years or older.
• 47.8% of Instagram’s ad audience is female, and 52.2% are male.

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 – 4.7%
• 18 – 24 years old
  • Female – 13.5%
  • Male – 17.1%
• 25 – 34 years old
  • Female – 13.9%
  • Male – 16.5%
• 35 – 44 years old
  • Female – 7.9%
  • Male 7.5%
• 45 – 54 years old
  • Female – 4.5%
  • Male – 3.8%
• 55 – 64 years old
  • Female – 2.4%
  • Male – 1.7%
• 65+ years
  • Female – 1.4%
  • Male – 1.1%

• As of October 2022, the average engagement rate for all types of posts is 0.54%.
• The average engagement rate for photos is 0.46%.
• Videos have an average engagement rate of 0.61%.
• Carousel posts have an average engagement rate of 0.62%.
• The average business account has a +0.98% monthly growth in account followers.
• The average business account posts 1.71 times per day in the main feed.
• 48.9% of all main feed posts are photos.
• 19.3% of all main feed posts are carousels.
• 31.8% of all main feed posts are videos.
• The average business account posts 13.1 stories each month.
• Business accounts with less than 10,000 followers perform the best:
  • Accounts with less than 10k fans have an average post engagement rate of 0.76%.
  • Accounts with between 10k and 100k fans have an average post engagement rate of 0.63%.
  • Accounts with more than 100k fans have an average post engagement rate of 0.49%.
• 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 – 565,000,000
• Christiano Ronaldo – 494,000,000
• Kylie Jenner – 372,000,000
• Lionel Messi – 371,000,000
• Selena Gomez – 355,000,000
• Dwayne “The Rock” Johnson – 346,000,000
• Ariana Grande – 334,000,000
• Kim Kardashian – 332,000,000
• Beyonce – 279,000,000
• Justin Beiber – 261,000,000

• 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 – 2.1 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