Important Instagram Stats You Should Know

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Instagram has become one of the most popular social media platforms worldwide, with millions of users sharing photos, videos, and stories every day. Whether you’re a casual user or a business owner looking to leverage Instagram’s marketing potential, understanding the platform’s key statistics can provide valuable insights. In this article, we will explore important Instagram stats that you should know.

Active User Base:

Instagram boasts a massive user base, with over 1 billion active monthly users as of the latest statistics. This makes it a prime platform for businesses to reach a wide audience and connect with potential customers.


Instagram appeals to a broad range of demographics, but it is particularly popular among younger users. Approximately 71% of Instagram users worldwide fall into the 18-29 age group. Additionally, women tend to make up a slightly larger percentage of Instagram users compared to men.

Engagement Rates:

Engagement is a crucial metric on Instagram, as it indicates how well your content is resonating with your audience. On average, Instagram posts receive higher engagement rates than other social media platforms. The engagement rate is calculated by dividing the total number of likes, comments, and shares by the total number of followers.

Stories Feature:

Instagram Stories, a feature that allows users to share temporary content that disappears after 24 hours, has gained tremendous popularity. Over 500 million Instagram users engage with Stories every day. This presents an excellent opportunity for businesses to create more immediate and ephemeral content to connect with their audience.

Influencer Marketing:

Influencer marketing has become a powerful strategy on Instagram. Influencers are individuals with a large following who can influence their audience’s purchasing decisions. Around 89% of marketers consider Instagram to be the most important platform for influencer marketing, making it a valuable channel for brands looking to collaborate with influencers and expand their reach.

Visual Content Dominance:

Instagram is primarily a visual platform, and its emphasis on high-quality visual content is key to its success. Photos tend to generate more engagement than other types of posts, such as plain text or links. To stand out on Instagram, focus on creating visually appealing and captivating content.

Hashtag Usage:

Hashtags play a vital role in content discovery on Instagram. Posts with at least one hashtag receive higher engagement than those without. However, using too many hashtags can dilute your message. The optimal number of hashtags to use per post is generally between 5 and 10.

Video Content Growth:

Video content has gained significant traction on Instagram. Whether it’s short videos in feed posts or longer videos in IGTV (Instagram TV), the platform provides various options to share engaging video content. Over 80% of users watch video content on Instagram, making it an effective way to capture attention and convey your message.

Shopping on Instagram:

Instagram has evolved into a robust e-commerce platform. With features like shoppable posts and the ability to tag products in posts, businesses can sell products directly to their followers. Around 130 million users tap on shopping posts every month, indicating the growing interest in shopping through the platform.

Instagram Stories Ads:

Instagram Stories Ads offer businesses an effective way to reach their target audience. With over 2 million advertisers using Stories Ads, it demonstrates the popularity and effectiveness of this ad format. Stories Ads enable businesses to deliver engaging and immersive content to users while they browse through Stories.

Time Spent on the Platform:

Instagram users spend a considerable amount of time on the platform. On average, users spend around 30 minutes per day scrolling through their Instagram feeds and engaging with content. This extended time spent on the platform provides ample opportunity for businesses to capture the attention of their target audience.

International Reach:

Instagram’s popularity extends globally, with a significant portion of its user base located outside the United States. This makes it an attractive platform for businesses aiming to expand their reach and target international markets.


Understanding the key Instagram statistics is essential for individuals and businesses looking to make the most of the platform. From the active user base and demographics to engagement rates and the rise of influencer marketing, these statistics offer valuable insights into how to effectively engage with your audience, create captivating content, and harness Instagram’s marketing potential. By staying informed and leveraging these statistics, you can optimize your Instagram strategy and achieve better results on the platform.


FAQ 1: What is the average engagement rate on Instagram?

Answer: The average engagement rate on Instagram can vary depending on various factors such as industry, audience, and content type. However, as a general benchmark, an engagement rate of 1-3% is considered average, while an engagement rate of 3-6% is considered good. Keep in mind that engagement rates can differ significantly based on the quality and relevance of your content, as well as the size and activity of your follower base.

FAQ 2: How can businesses leverage Instagram Stories for marketing?

Answer: Instagram Stories provide businesses with a dynamic and engaging way to connect with their audience. Here are a few ways to leverage Instagram Stories for marketing purposes:

Behind-the-scenes content: Share glimpses of your company culture, product creation process, or events to give your audience an authentic and exclusive experience.

Product promotions: Use Instagram Stories to showcase new products, announce sales or discounts, and drive traffic to your website or online store.

Polls and interactive features: Engage your audience by using interactive features like polls, quizzes, or question stickers to gather feedback, conduct market research, or simply entertain your followers.

Influencer takeovers: Collaborate with relevant influencers to host a Stories takeover, where they create content on your behalf and showcase your brand to their followers.

FAQ 3: Are there any recommended practices for using hashtags on Instagram?

Answer: Yes, here are a few best practices for using hashtags on Instagram:

Be specific: Use hashtags that are relevant to your content and target audience. Specific hashtags help you reach a more targeted audience and increase the chances of engagement.

Research popular hashtags: Find out which hashtags are popular in your industry or niche and use them strategically to increase your visibility. However, avoid using overly generic or spammy hashtags.

Mix popular and niche hashtags: A combination of popular hashtags with a high search volume and niche hashtags specific to your content can help you reach a wider audience while targeting a more interested and engaged audience.

Use a moderate number of hashtags: While Instagram allows up to 30 hashtags per post, it’s generally recommended to use a moderate number (between 5 and 10) to maintain a clean and focused caption.

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