There’s no doubt that Instagram is a hugely popular social media platform. It’s currently ranked fourth on the list of the most popular social media platforms with an incredible 2 billion active monthly users in 2023.
But is everything as rosy as it seems? Those with keen eyes will have spotted that at some point over the summer of 2022, the platform shifted away from still images and started pushing “reels.” These video shorts were an attempt to start competing with Instagram’s thorn in its side – TikTok.
As influencers ditch Instagram in favor of TikTok, the platform is scrabbling to find a new identity and stay relevant in the ever-shifting landscape of social media.
This huge change has created a backlash from Instagram’s faithful followers and has raised questions about what Instagram is trying to achieve. Is it attempting to copy and surpass TikTok? Or is it attempting to carve out a new identity?
One thing is for sure, despite the controversy, Instagram still manages to churn out some impressive statistics, so let’s see what the platform has in store for 2024.
General Instagram Statistics
First, let’s check out some general Instagram statistics and facts for 2024:
Key takeaways:
- Instagram has over 2 billion monthly active users as of 2023, with India having the most users.
- Instagram generated $50.58 billion in revenue in 2023, which is 21.8% higher than the $43.28 billion in 2022.
- 41.5% of Meta’s revenue comes from Instagram.
- Instagram images have 23% more engagement than Facebook.
Instagram has over 2 billion monthly active users as of 2023, with India having the most users. In comparison, the platform only had 90 million active users in 2013.
How many Instagram users are there? Instagram has 500+ million daily active users (DAUs).
Facebook still generates most of Meta’s ad revenues. In 2023, 41.5% of Meta’s revenue comes from Instagram.
As of December 2023, the most liked posts were @leomessi winning the World Cup (34.2 million likes), and @cristiano joining Al Nassr FC, (34.1 million likes).
Instagram is the 8th most visited website in the world (with Wikipedia in 7th place and Reddit in 9th place).
In 2023, Zara was the brand with the most mentions on Instagram. Shein and Instagram were the second and third most mentioned brands.
Instagram’s average engagement rate per post is 0.56%. Photo posts have an average engagement rate of 0.56%, and video posts are 0.39%.
As of January 2024, the top five most-followed accounts on Instagram were: Cristiano Ronaldo (@cristiano) 616 million, Lionel Messi (@leomessi) 496 million, Selena Gomez (@selenagomez) 429 million, Kylie Jenner (@kyliejenner) 399 million, and Dwayne “The Rock” Johnson (@therock) 395 million.
The top five most used hashtags on Instagram are #love (2.1 billion), #instagood (1.5 billion), #fashion (1 billion), #photooftheday (988 million), and #art (888.6 million).
In 2023, New York was the world’s most Instagrammed city, and Coffee was the most Instagrammed food.
In 2023, the most Instagrammable places in the United States were: The Brooklyn Bridge, New York (35,980 posts), The Golden Gate Bridge, San Francisco (23,557 posts), Union Station, Denver (11,785), The Hollywood Sign (9,243 posts), and The Space Needle, Seattle (7,120 posts)
Pizza is the most popular Instagrammed food, followed by Sushi and Hamburgers.
The most Instagrammable food and drinks in 2023 were: Coffee, Wine, Pizza, Ice Cream, and Sushi.
Instagram User Statistics
Now, let’s move on to Instagram user statistics and facts for 2024:
Key takeaways:
- The average Instagram user will spend 53 minutes using the app per day.
- 63% of Instagram users open the app at least once per day.
- 11.01% of people online have a registered Instagram account.
59% of users log into Instagram daily, and 21% log into the platform weekly.
The average Instagram user will spend 53 minutes using the app per day. This accounts for eight whole months of a person’s lifetime.
42% of users log into Instagram multiple times a day.
The average length of a single Instagram session is 3.1 minutes.
Instagram is the world’s second most downloaded app of all time. However, the crown for the most downloaded app goes to TikTok.
Around 70% of Instagram users watch the video content in Stories on a daily basis.
The most common number of hashtags used per post is between 3-5. The ideal amount is 11.
Since Instagram was launched, more than 50 billion pictures and videos have been shared on the platform. It’s reported that 1,074 pictures are uploaded on Instagram per second.
63% of Instagram users open the app at least once per day.
The top 5 countries with the most Instagram users are India (229.5 million), the USA (143.4 million), Brazil (113.5 million), Indonesia (89.1 million), and Turkey (48.6 million).
11.01% of people online have a registered Instagram account.
Instagram Demographic Statistics
What do Instagram’s demographic statistics and facts have in store for 2024?
Key takeaways:
- 52.8% of Instagram users are men, and 47.2% of users are women.
- Users aged 25 average 32 minutes per day on Instagram
- 70% of Instagram users are under the age of 35.
- 88 percent of Instagram users live outside of the U.S.
52.8% of Instagram users are men, and 47.2% of users are women.
446.4 million of Instagram’s users are aged 18 to 24. This is the largest user demographic, accounting for 31.2% of the total audience.
There are 170.8 million active Instagram users in North America
88 percent of Instagram users live outside of the U.S.
There are 200 million businesses on Instagram, and 71% claim to use the platform for business purposes.
Users aged 25 spend an average of 32 minutes per day on Instagram compared with those aged over 25, who spend around 24 minutes per day on the app.
Adults aged 50 or over, use Facebook about four times more than they do Instagram
70% of Instagram users are under the age of 35. Only 2.3% are aged over 65.
46% of Instagram US-based Instagram users live in urban locations, 35% in suburban areas, and 21%in rural locations.
45 percent of Instagram users live in urban locations, 41percent in suburban, and 25 percent in rural locations.
Instagram Marketing Statistics
Finally, let’s uncover some great Instagram marketing statistics and facts for 2024:
- Instagram influencers charge, on average, $363 per collaboration
- 58% of Instagram users say they’re more interested in a brand after seeing it featured in a Story
- 44% of consumers use Instagram to shop on a weekly basis
- In 2023, Instagram’s Ad Revenue per user was $34, which was a dollar higher than Facebook’s Ad Revenue per user.
- The most used emoji used on Instagram is “Face with Tears of Joy” 😂
In 2023, Instagram’s Ad Revenue per user was $34, which was a dollar higher than Facebook’s Ad Revenue per user.
It is predicted that Instagram’s Ad Revenue per user will be $43 in 2024, and Facebook’s Ad Revenue per user will be $36.
An estimated 71 percent of U.S. businesses use Instagram, and 80 percent of accounts follow a business on Instagram.
The most used emoji used on Instagram in 2023 was is “Face with Tears of Joy” 😂
Instagram influencers charge, on average, $363 per collaboration. On TikTok, the average is $460.
Instagram influencers charge $363 on average for a collaboration with a brand. However, this is negotiated down, and brands pay $183 on average per collaboration.
58% of Instagram users say they’re more interested in a brand after seeing it featured in a Story.
According to a Collabstr study, 82% of all influencers studied offer services on Instagram, while 61% of all influencers offer services via TikTok.
Instagram business accounts with less than 10,000 followers enjoy an average engagement rate of 1.11%.
80 percent of Instagram users say they have purchased a product they saw on the app.
Brand Stories have a whopping 86% completion rate meaning users view the entire Story in one go. The most active brands post 17 Stories per month.
To get the highest engagement from Instagram, the best time to post is Wednesday between 9-11 am CST.
44% of consumers use Instagram to shop on a weekly basis, and one in two people have used Instagram to discover new brands.
Facebook’s global advertising reach only increased by 6.5% this year, while Instagram’s ad reach grew by a massive 20.5%.
Video posts have the highest overall engagement rate and receive two times more engagement than other types of posts.
The three most important ranking factors for Instagram’s algorithm are relationship, interest, and relevancy.
90% of Instagram users follow at least one business, while the average business account grows its audience by around 1.69% per month.
About Author
Matt Ahlgren
Mathias Ahlgren is the CEO and founder of Website Rating, steering a global team of editors and writers. He holds a master's in information science and management. His career pivoted to SEO after early web development experiences during university. With over 15 years in SEO, digital marketing, and web developmens. His focus also includes website security, evidenced by a certificate in Cyber Security. This diverse expertise underpins his leadership at Website Rating.
WSR Team
The "WSR Team" is the collective group of expert editors and writers specializing in technology, internet security, digital marketing, and web development. Passionate about the digital realm, they produce well-researched, insightful, and accessible content. Their commitment to accuracy and clarity makes Website Rating a trusted resource for staying informed in the dynamic digital world.
Lindsay Liedke
Lindsay is the Chief Editor at Website Rating, she plays a pivotal role in shaping the site's content. She leads a dedicated team of editors and technical writers, focusing on areas such as productivity, online learning, and AI writing. Her expertise ensures the delivery of insightful and authoritative content in these evolving fields.