Reaching two billion folks each month, Instagram is a vital part of any model’s digital advertising technique. Nevertheless it’s a difficult platform to pin down, because it’s identified for algorithm modifications and a continuing inflow of recent or adjusted options.
Right here, you’ll discover an in-depth take a look at probably the most related and up-to-date Instagram stats so you’ll be able to perceive who’s utilizing the platform now, what they’re in search of, and how one can greatest have interaction them.
However first…
What the information tells us (TL;DR)
Instagram is a world powerhouse with a younger, engaged viewers. With 2 billion month-to-month energetic customers, it’s the third largest social platform globally. Its demographic stats scream alternative: 72% of U.S. teenagers and 76% of 18-29-year-olds are on it, making it the go-to spot for Gen Z. In case your model’s chasing youthful audiences, that is your playground.
Engagement’s stable, however technique issues. The typical total engagement fee on the platform sits at 2.0%, with carousels crushing it at 2.4%. However much less is extra on the subject of posting. Some retailers publish as many as 17 occasions every week, but it surely’s manufacturers that replace their feeds twice every week that see the very best engagement, TL;DR? High quality over amount, and lean into carousels.
Instagram isn’t simply enjoyable — it’s a hub for purchasing and search. Certain, 86% of customers are there for leisure, however 36% are utilizing Instagram like Google, and seven% begin their purchasing searches there. With advert income projected at $67.27 billion in 2025 and 40.1% of Instagram consumers already dropping over $200 a yr, this platform’s a goldmine for ecommerce. Time to check these purchasing options and discover Instagram search engine optimization!
Common Instagram stats
1. Instagram is the world’s third most-used social platform (tied with WhatsApp)
Instagram and WhatsApp each have 2,000,000,0000 energetic customers worldwide as of April 2024. Probably the most-used platform? Fb, with greater than 3 billion month-to-month energetic customers.
2. Instagram additionally has the 4th most-visited web site on the planet
In accordance with SimilarWeb, as of February 2025, Instagram.com is the fourth most-visited web site globally, behind Google, YouTube, and Fb. The typical go to size is 8:38, which exhibits that individuals are utilizing Instagram’s internet presence to view content material.
3. The most well-liked Instagram account is… @Instagram
…with 685 million followers. Cristiano Ronaldo is available in an in depth second (649M), adopted by Leo Messi (504M), Selena Gomez (421M), and Dwayne Johnson (394M).
4. Instagram has 2 billion energetic month-to-month customers
That’s about two-thirds of Fb’s month-to-month energetic person base (3.065 billion).
Instagram benchmarks for entrepreneurs
5. The typical engagement fee for Instagram is 2.0%
Nevertheless, this varies considerably by trade. Healthcare has the bottom engagement at 1.6%, with authorities having the best (3.2%). Retail is available in at 1.8%
Unsure the place you stand? Attempt our engagement fee calculator right here.
6. Carousels have the best engagement fee at 2.4%
That is unchanged from final quarter, whereas Reels and pictures each noticed minor drops in engagement fee over that point.
7. The typical Instagram weekly follower development fee was 14.7% in This fall 2024
Nevertheless, that could be a large change from the earlier quarter, when it was simply 0.55%. That is seemingly a blip attributable to issues about the way forward for TikTok. The Q3 determine is a extra lifelike benchmark to focus on.
8. The typical Instagram posting frequency is 4.5 per week
That’s the bottom of the social media platforms examined in analysis by Hootsuite and Important Fact. Needless to say this varies by trade, with retail manufacturers posting probably the most at a mean of 8.2 occasions per week.
9. The optimum variety of Instagram posts per week is 2
Manufacturers could also be posting greater than they should. Accounts that publish 2x per week get the best engagement. Nevertheless, be aware that retail once more is an exception. For shopper good retail, the optimum variety of posts is a whopping 17.
Instagram viewers demographic stats
10. India has probably the most Instagram customers: 362.9 million
The USA is subsequent with 169.6 million Instagram customers. Brazil is third with 134.6 million. These statistics spotlight that Instagram is a world channel with wonderful potential for reaching worldwide markets.
11. 72% of U.S. residents aged 15 to 17 use Instagram
Instagram stays a helpful platform for reaching youthful audiences. It’s really the popular platform for this age group, adopted by TikTok at 68%.
12. 76% of U.S. adults aged 18-29 use Instagram
That’s the highest-use age group for the platform. 66% of U.S. adults ages 20-49 use the platform, adopted by 26% of these ages 50-64 and 19% of these ages 65+.
13. 58% of Individuals who earn greater than $100k/yr use Instagram
That’s the most important share of any earnings bracket. 54% of those that earn $70k-$99.9k use the platform, adopted by 47% of those that earn $30k-$69.9k and 41% of those that earn lower than $30k.
14. 55% of U.S. Instagram customers are feminine
And 45% are male. (These had been the one gender choices offered.)
15. Lower than a 3rd (32.2%) of Instagram customers are aged 35 or older
And solely 7.5% are aged 55 or older. You’re more likely to achieve Gen Z on the platform than Gen X and even older Millennials.
Supply: Statista
16. Instagram is the popular social community of U.S. web customers aged 13-28
Regardless of all of the TikTok hype, Instagram is the most-used social community for Technology Z.
Supply: eMarketer
Instagram utilization stats
17. 50% of U.S adults use Instagram
That places it third behind YouTube and Fb. For now, American adults nonetheless use Meta merchandise way more than TikTok, Pinterest, and different platforms.
Supply: Pew Analysis Heart
18. 50% of U.S. youngsters use Instagram no less than as soon as a day
12% of U.S. teenagers go to their Instagram profiles “virtually always,” and 28% use it a number of occasions per day. Of be aware for entrepreneurs: Extra teenagers say they use Instagram each day than Snapchat, which is a change from final yr.
Supply: Pew Analysis
19. U.S. Instagram customers spend a mean of 16 minutes a day on the app
Customers aged 18 to 24 spend probably the most time on the app, at 43 minutes per day. It goes down from there with all ages increment, to simply 3 minutes per day for these age 65+.
Supply: eMarketer
20. 86% of U.S. Instagrammers use the platform as a result of it’s entertaining
Supply: Pew Analysis Heart
That’s an important purpose folks use the platform. This implies your content material had higher be entertaining when you count on folks to observe or have interaction. In our social media technique information, we advocate utilizing 80% of your content material to coach, inform, or entertain your viewers.
21. 36% of individuals use Instagram as a search software
Particularly, they are saying they seek for data on Instagram the identical method they might on Google. This represents a big shift in Instagram use and makes it extra essential than ever for entrepreneurs to know Instagram search engine optimization.
22. 7% of U.S. customers begin their search on Instagram when on-line purchasing
The quantity of people that particularly use Instagram to start out a purchasing search is considerably decrease than the quantity who use it to seek for data. However that is nonetheless vital for entrepreneurs as a result of these are folks actively seeking to purchase a product. Fb is the one social platform the place extra folks start their on-line purchasing search (10%).
Instagram promoting stats
23. Instagram’s advert income will attain $67.27 billion in 2025
Instagram adverts rank second for income amongst all social platforms and fourth within the listing of all firms with digital advert income (behind Google, Fb, and Amazon).
Supply: eMarketer
24. U.S. entrepreneurs will spend $2.56 billion on Instagram influencer advertising in 2024
That’s greater than double what they’ll spend on Fb. And extra U.S. entrepreneurs use Reels than TikTok for influencer advertising, in keeping with eMarketer.
Instagram Tales stats
25. Instagram Tales have a mean attain of 0.91 customers
Sure, the typical Instagram Story is seen by lower than one particular person. Evaluate that to 11 customers per Reel and seven.8 customers per carousel.
This isn’t stunning, provided that Tales are usually solely seen by your Instagram followers. Adam Mosseri mentioned Tales needs to be thought-about as a subset of your Instagram presence to achieve your most passionate followers.
Supply: Statista
26. 71.9% of brand name content material on Instagram seems in Tales
That is by far the most typical kind of brand name content material posted. In truth, Tales are probably the most used format on the platform total, by a protracted shot. Accounts with a follower rely of greater than 50k publish a mean of 46 Tales per week.
Instagram Reels stats
27. Video accounts for greater than 60% of the time folks spend on Instagram
You want a stable Reels technique to have the very best probability of reaching your viewers on the platform. Maybe much more essential by way of getting your content material to new audiences…
28. Reels are reshared greater than 4.5 billion occasions per day
With shares taking the lead as an important engagement metric, which means participating Reels are probably the greatest methods to attach together with your viewers and supply actual worth.
29. For Reels to be really helpful to non-followers, they must be lower than 3 minutes lengthy
You’ll be able to nonetheless create longer Reels in case your content material justifies that, however know that they won’t be really helpful to non-followers.
Instagram statistics for enterprise
30. The perfect time to publish on Instagram varies considerably by day of the week
Hootsuite’s unique analysis with Important Fact exhibits that the very best time for Instagram enterprise accounts to publish for optimum engagement is a bit of too difficult to sum up in a single line. So, we’ve put it into this useful chart.
Needless to say that is total knowledge, and the very best time to publish can differ considerably by trade. We’ve obtained an entire weblog publish with the main points for every trade. Or, use the Greatest Time to Publish function in Hootsuite to get customized suggestions in your particular account.
31. The optimum variety of hashtags on Instagram is 3 to five
The utmost quantity is 30, however that might be … lots. We recommend utilizing far fewer and ensuring you additionally perceive Instagram search engine optimization.
32. Instagram ranks second for ROI confidence
Not less than, that’s the case for entrepreneurs and not using a social listening technique. For people who do have social listening in place, Instagram ties for ROI confidence with LinkedIn at 76%.
Supply: Hootsuite Social Tendencies 2025 Report
33. 44% of U.S. Instagrammers use the app to take a look at product evaluations or suggestions
For entrepreneurs, this implies you want to take note of what different individuals are saying about your model. A social listening technique will help. It’s additionally good motivation to hunt out model ambassadors and influencers who can share first-hand experiences of utilizing your merchandise or working together with your firm.
34. 40.1% of Instagram social consumers spend greater than $200/yr on the platform
That’s considerably increased than on Fb, Pinterest, or TikTok. It additionally ranks highest for folks spending greater than $700/yr at 8.7%. Nevertheless, be aware that TikTok has the best share of people that spend $1000/yr or extra.
Supply: eMarketer
35. Vogue manufacturers are the highest search class on Instagram (12%)
11% of the whole Instagram person base searches for hair and make-up, and 10% seek for inside design. It’s a logical breakdown since this primarily visible platform works effectively to showcase design-oriented manufacturers.
36. 37.3% of U.S. Instagram customers will make purchases by way of the platform in 2025
That places it third for social platforms, behind TikTok and Fb (however simply barely).
Supply: eMarketer
Easy methods to use Instagram stats to tell your technique
1. Analyze the Instagram demographics for a match together with your target market
However transcend the plain. Half of all U.S. adults use the platform. There’s larger penetration in Gen Z than Gen X, however look past age to get a clearer image of viewers match.
Take into account that Instagram’s person base skews feminine, has a excessive earnings stage, and is into vogue. These particulars will help you construct an viewers persona that helps information your content material technique even when you’re indirectly working within the vogue area.
2. Benchmark your efficiency to establish strengths, weaknesses, and alternatives
We’ve included some benchmarking statistics on this publish to present you a way of what sorts of engagement charges and posting frequency it is best to purpose for. To get extra personalised insights to tell your technique, dig into your particular Instagram account statistics as a part of a aggressive evaluation.
Hootsuite’s benchmarking and aggressive evaluation instruments provide the full image of how your Instagram statistics stack up. You’ll even get suggestions on the way to enhance.
3. Lean into Instagram as an ecommerce software
The ecommerce and social purchasing statistics for Instagram are very promising. Persons are utilizing this platform to seek for and analysis merchandise. And so they’re placing their cash the place their searches are.
Sure, social media usually capabilities greatest as a relationship-building software fairly than a direct conversion machine. However these statistics present good motivation to no less than take a look at Instragram purchasing options when you’re not already doing so.
4. Bear in mind why individuals are there
The number-one purpose folks use Instagram is as a result of it’s entertaining. So ask your self: Is your Instagram content material entertaining? If there’s one factor you take a look at this quarter, make it a stretch into extra entertaining content material.
Artistic disruption is certainly one of Hootsuite’s prime social developments for 2025, and the Instagram statistics present good purpose to place it into motion. Forty-three p.c of manufacturers have tried out a brand new tone of voice, character, or persona on social within the final yr. In case you’re feeling nervous about venturing outdoors your common model pointers, Instagram Tales present a comparatively protected testing floor for the reason that content material disappears after 24 hours.
Save time managing Instagram for enterprise utilizing Hootsuite. From a single dashboard, you’ll be able to create, schedule and publish posts on to Instagram, have interaction your viewers, measure efficiency and run all of your different social media profiles. Attempt it free as we speak.
