This is one you’ll want to bookmark…

If you’re looking for must-know Instagram statistics for your next article or video (or to impress your friends), you’re in the right place.

In this simple, easy-to-digest guide, I’m sharing data that every marketer should know about Instagram — the good, bad, and in-between.

Let’s dive right in.

1. Instagram is the 3rd Most Popular Social Network in the World

Worldwide, Instagram’s 2 billion monthly active users (MAU) is tied with WhatsApp and surpassed by only  Facebook’s 3.1 billion and YouTube‘s 2.5 billion, respectively.

2. Outside China, Instagram is the ‘Favorite’ Social Media App for Gen Z Consumers

According to GWI’s 2024 report, Instagram is the preferred platform for Gen Z consumers outside China “by a significant margin.”

And its popularity isn’t limited to Gen Z.

A whopping 21% of social media users outside of China say Instagram is their “favorite” social media platform — tying Instagram with WhatsApp for the top spot.

3. Instagram is One of the Most Visited Websites in the World (Regardless of Category)

As of December 2024, Instagram is the 4th highest-trafficked website in the world.

Only Google, YouTube, and Facebook get more traffic.

4. Instagram’s Year-on-Year Audience Growth Increased 25% in 2024

In January 2024, Instagram’s year-on-year audience growth increased by 25.3%.

For comparison, X/Twitter rose 11.3%, while YouTube and Facebook’s Meta grew by 0.9% and 3.1%, respectively.

5. India — Not the United States — Has the Most Instagram Users in the World

As of January 2024, India has over 362 million Instagram users — the most in the world.

And in a distant second, the United States has 169.65 million users on Instagram.

6. Over 62% of Instagram Users are Between the Ages of 18 and 34

A whopping 31.7% of Instagram users are between the ages 18 to 24 — barely beating the 30.6% mark tallied by ages 25 to 34.

Combined, those between 18 and 34 comprise almost 2/3 of Instagram’s user base.

Which means…

7. Only 16% of Instagrammers are 45 or Older

Even though it’s been around for a while, Instagram leans young.

Users 45 or older — the age group with the most disposable income — comprise only 16.2% of Instagram’s user base.

8. Over 78% of Facebook Users Also Use Instagram

Instagram is popular among users of other social media platforms.

Outside China, 78% of Facebook users also use Instagram at least once per month. And as impressive as that is:

• 86% of Pinterest users also use Instagram monthly
• 84% of LinkedIn users also use Instagram monthly
• And a whopping 88% of X/Twitter users also use Instagram monthly

9. More Than Any Other Platform, Instagrammers Use the App to Research Purchase Decisions

62.7% of active Instagram users use the platform to research brands and products — the highest of any social media platform.

10. Users in the United States Spend Less Time on Instagram Than Other Countries

…about 4.5 hours less per month, on average.

In 2022, Instagrammers in the United States spent approximately 7.5 hours per month on the Instagram app.

Worldwide, Instagram users spend approximately 12 hours per month on the app. And in Turkey, Instagrammers spent a whopping 21.4 hours per month.

11. Over 2/3 of Instagrammers Use the Platform to Post Their Own Content

Almost 70% of Instagram users say they use the app to post/share personal photos or videos.

For comparison, only 26% of TikTok users say the same.

12. Hundreds of Thousands of Reels are DM’d Every Minute

As of December 2023, there are 694,000 reels sent via DM on Instagram every minute.

For perspective, that’s 93% more than the number of posts sent on X/Twitter each minute.

13. The ‘Education’ Industry Has the Highest Engagement Rate on Instagram

…but don’t get too excited. Though it has the highest engagement rate of any industry on Instagram, the education sector has only an average engagement rate of 1.4%.

Still, this runs circles around the competition. Across all industries, the average engagement rate on Instagram is 0.7% — half of the education sector’s average.

14. Almost 51% of Instagram Users are Male

…50.6% to be exact. Which means 49.4% of Instagrammers are female.

However, it’s worth noting that Instagram’s demographics are subtly shifting. In 2023, 51.8% of Instagram users were male and 48.2% were female.

15. The Account With the Most Followers on Instagram Belongs to… Instagram

As of December 2024, the @instagram account has 681 million followers — the most of any account on the platform.

Instagram’s account bests the likes of Cristiano Ronaldo (646 million), Kylie Jenner (395 million), and Taylor Swift (283 million).

16. Footballer Lionel Messi Has the Most-Liked Post on Instagram 

The most liked post on Instagram, with over 75 million likes, belongs to footballer Lionel Messi.

It was posted on December 18, 2022, after Messi and his Argentina teammates won the 2022 FIFA World Cup.

So, Which of These Instagram Statistics is Your Favorite?

Was it the increase in audience growth?

The 694,000 reels sent each minute?

The fact India, not the US, has the most Instagram users?

Let me know in a comment below! And if there’s a great stat I missed, be sure to share it in a comment too.

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