34 Instagram Stats Entrepreneurs Must Know in 2023


Instagram in 2023 is a shortly evolving social platform, with options altering and transferring and disappearing at a typically dizzying charge.

Relatively than chasing platform updates from Meta, floor your self in arduous information that reveals what precisely Instagram is true now and the way it’s more likely to change within the yr to come back.

These 34 Instagram statistics paint an image of a platform with a shifting viewers that’s nonetheless holding its personal in a crowded social panorama. You’ll discover some precious insights for planning your Instagram advertising technique this yr.

General Instagram stats

1. Instagram is the 8th most visited website on this planet

In line with Semrush, primarily based on whole web site site visitors, Instagram is among the world’s prime 10 most-visited web sites globally, with 4.25 billion whole visits per 30 days.

Importantly, whereas most customers login by means of the cell app, this stat is an efficient reminder that folks could also be viewing your posts on their desktops or laptops, too. Meaning you possibly can’t depend on everybody seeing options which can be solely out there within the app, like product tags. It’s value mentioning product names in your captions so net customers can monitor them down in the event that they’re impressed to purchase.

2. Instagram is the 9th most-Googled search term

Fb, Youtube and “climate” all beat out Instagram, however contemplating that Insta is primarily accessed by means of the app, that is a powerful quantity and extra proof that your viewers could be viewing your content material by means of a browser — whether or not a cell one or on their laptop.

3. Instagram is the 4th most-used social platform

Solely Fb, Youtube and WhatsApp beat out Instagram when it comes to day by day international lively customers, as Instagram clocks in at a powerful 1.386 billion folks.

For now, it’s beating out TikTok, Twitter, Pinterest and Snapchat, however 2023 can be a yr of huge change, as TikTok is gaining floor quick.

4. Simply 0.1% of Instagram users solely use Instagram

The chance that an Instagram consumer additionally has an account on one other social platform is 99.9%. 83% of Instagram customers, for instance, are Fb customers, whereas 56% are additionally on Twitter and 52% additionally use TikTok.

(Conversely, 81% of TikTokers additionally use Instagram.)

What does this imply for entrepreneurs? You’re probably reaching the identical folks throughout completely different platforms. Be certain that your content material is exclusive, partaking, and related for followers on every platform with a strategic cross-platform campaign.

5. Instagram is the most-downloaded app on this planet

TikTok is available in at second place, adopted by Fb and WhatsApp. Contemplating the Instagram app has been round since 2010, that’s a powerful spot on the obtain charts.

Instagram consumer stats

6. Instagram has greater than 2 billion active monthly users

We stated above that 1.386 billion use Instagram day by day – however greater than 2 billion now use the platform month-to-month, in accordance with the most recent Meta earnings name.

We’ll dive into how a number of the top demographics that make up that vast consumer base within the following Instagram customers statistics.

7. Instagram’s viewers is 52.2% male

And 47.8% feminine. (For now, female and male are the one gender choices out there for Meta reporting.)

This can be a change from earlier years, when the viewers was barely dominated by girls. It’s an necessary platform regardless of which gender(s) you’re attempting to succeed in.

8. 47% of American adults use Instagram

Pew Analysis discovered that just about half of People aged 18+ use Instagram. And Forrester discovered that 40% of U.S. adults use Instagram a minimum of weekly. Message to entrepreneurs: It’s not all about Gen Z. That stated…

9. Instagram is Gen Z’s favorite social platform

International web customers aged 16 to 24 desire Instagram to all different social platforms — even rating it above TikTok. If that’s an age cohort you’re seeking to attain, Insta is the place to be.

It’s additionally the favourite platform for girls aged 25 to 34, though males in that cohort desire Fb.

10. 61% of 12-to-17-year-olds use Instagram weekly

That’s a rise of 4 share factors from final yr. In the meantime, Fb use on this demographic is declining (to 40%), and TikTok use is rising quickest of all (to 69%).

Social media use is clearly shifting on this demographic, so in case you’re advertising to youngsters, you’ll want to remain in your toes. A strong social listening strategy may also help.

11. India has essentially the most Instagram customers on this planet

This can be a nice reminder that Instagram presents entry to a worldwide viewers, with 249 million customers logging in from India (adopted by the U.S. at 147 million).

Within the third place spot, you’ll discover Brazil, with 117 million customers, adopted by Indonesia and Turkey.

That is necessary info when eager about methods to define your target audience on Instagram, and what sort of content material to create.

Instagram utilization stats

12. Customers spend a median of 11.7 hours/month on Instagram

It ranks fifth amongst social platforms, behind YouTube, TikTok, Fb, and WhatsApp. However regardless of the way you slice it, that’s virtually half a day each month spent consuming content material on the platform.

13. People spend 30.1 minutes per day on Instagram

That’s precisely tied with Fb, however behind TikTok, YouTube, Twitter, and Snapchat.

average time spent per day by US adult users on select social platforms 2022

Supply: eMarketer

Let’s put that into context:

14. Instagram accounted for 17% of the time U.S. adults spent on social media in 2022

eMarketer expects this to develop to 18.6% in 2024. In 2022 Instagram nonetheless beat TikTok for share of time spent, however by 2024 they’ll be tied.

share of time spent on select social platforms by US adults, 2019, 2022, 2024

Supply: eMarketer

This chart reveals how shortly issues can change on the social media entrance, with TikTok popping out of nowhere. For now, TikTok’s features appear to be coming from a lack of time spent on Fb, quite than consuming into Instagram’s share (which continues to develop).

Nonetheless, it’s a great reminder that you need to by no means change into overly reliant on a single social platform or technique. Unfold your eggs over a number of baskets to assist future-proof your social marketing strategy.

Instagram Story stats

15. The potential advert viewers on Instagram Tales is 996 million

For reference, you possibly can doubtlessly attain 1.32 billion customers on the primary feed. Does that imply fundamental feed is a greater advert wager? Not essentially. All of it relies upon the place your viewers spends most of their time.

Instagram analytics may also help you determine whether or not Tales or fundamental feed posts get extra consideration out of your viewers. Whereas this isn’t the one issue to think about when planning Instagram ad placement, it’s a helpful data point to have readily available.

16. Probably the most lively manufacturers submit 17 Stories per month

There’s an necessary lesson right here for overworked social media managers: Give your self a break. If the most lively manufacturers are posting tales about each different day, you possibly can really feel assured saying no to a boss who expects day by day Tales content material.

Instagram Reels stats

17. The potential advert viewers on Reels is 758.5 million customers

Once more, for reference, feed adverts can attain as much as 1.32 billion, and Tales adverts can attain as much as 996 million. Count on this to vary within the coming yr as Reels adverts change into extra mainstream.

18. Individuals reshare Reels 1 billion times a day by means of DMs

Via DMs! Dark social is actual. Reels are properly established as the perfect Instagram floor for getting in entrance of Instagram customers who don’t already comply with your account. That is simply one other method during which Reels can develop your attain.

19. Reels take up 30% of the time folks spend on Instagram

And this quantity is rising quick, up 50% from the 20% reported in Meta’s Q2 2022 earnings name. For those who don’t but have an Instagram Reels strategy in place, make 2023 your yr to interrupt into the short-form Instagram video scene.

20. 21% of U.S. Gen Z adults use Reels weekly

Instagram Reels statistics for Gen Z use pale compared to the 53% of the identical demographic who use TikTok each week. However it’s nonetheless a considerable portion of younger folks consuming short-form video on Instagram.

This, mixed with the Instagram consumer statistics above that confirmed substantial overlap between Instagram and TikTok audiences, means you possibly can’t get away with simply posting your TikToks to Reels and hoping for the perfect. Simply to drive it residence once more, it’s all the time a finest observe to create distinctive content material for every platform.

21. Reels accounted for 5.4% of Instagram ad impressions between Thanksgiving and Cyber Monday

That’s nonetheless a small share, however it’s an astonishing improve from simply 0.9% throughout this extremely necessary procuring interval final yr. Reels adverts are nonetheless comparatively new and provide a great likelihood for experimentation and testing.

22. 15 of the top 20 most used songs globally on Instagram Reels are by Indian artists

We stated above that India has extra Instagram customers than another nation, which definitely contributes to this statistic.

Instagram analytics may also help you perceive the place your individual viewers is predicated. Don’t assume your followers all dwell in the identical nation (and even continent) as you do, or that their cultural experiences are the identical as your individual.

Social is a worldwide medium, which is all of the extra motive to create a diverse social team inside your group.

example of music available on reels Meta

Supply: Meta

Instagram stats for enterprise

23. Instagram is the #1 social media platform for folks to attach with manufacturers

This stat comes from a Meta-commissioned Ipsos Advertising and marketing research. The precise phrasing is “folks surveyed stated Instagram is the #1 place to maintain up with their favourite manufacturers in comparison with different platforms.” What precisely this implies could also be open to interpretation, however it definitely reveals that folks inquisitive about your model anticipate finding you on Instagram.

24. The typical Instagram business account grows its followers by 0.98% every month

After all, this varies considerably by business. Listed below are some industry-specific Instagram follower growth stats benchmarks:

  • Training: 0.03%
  • Leisure and media: -1.59%
  • Monetary companies: -0.07%
  • Meals and beverage: -0.88%
  • Actual property: -0.06%
  • Retail: -0.37%
  • Journey/hospitality/leisure: 0.33%

Discover that development is adverse proper now for a lot of industries – so don’t be alarmed in case you’ve seen your individual follower depend drop a bit of in current months. To counteract the pattern, take a look at our ideas for growing your Instagram followers here.

25. Enterprise accounts submit an average of 1.71 feed posts a day

To interrupt that down: for the common Instagram Enterprise account, 48.9% of all fundamental feed posts are photographs, whereas 31.8% are movies and 19.3% are carousel posts.

It’s value noting that the proportion of video posts virtually doubled from 16.3% final yr. For those who’re nonetheless centered solely on photographs when posting on Instagram, it might be time to modernize your content material technique.

26. The average engagement rate on Instagram business account posts is 0.54%

That skews a bit of greater on video posts (0.61%) and a bit of decrease on photographs (0.46%), however in case you’re beating that benchmark of 0.54%, pat your self on the again.

Curiously, engagement charge adjustments at the side of a model’s Instagram follower stats. As manufacturers develop their followers, engagement charges sometimes dip. Our digital trends report revealed the that enterprise accounts with fewer than 10K followers loved greater engagement charges than manufacturers with 100K+ followers.

Instagram engagement rates comparison

Searching for inspiration to develop your engagement past that? We’ve got you covered with Instagram engagement tips right here.

27. 35% of Instagram users will make a purchase order on the platform in 2023

That’s simply behind Fb and TikTok, each of which can see a purchase order share of 37%.

However percentages don’t inform the entire story due to the various consumer numbers for every platform. Right here’s the way it breaks down when it comes to precise folks making purchases on every social community:

US social commerce buyers, by platform, 2019-2025

Supply: eMarketer

Needless to say buying behaviors additionally differ by demographic. For Gen Z, Instagram is the top social commerce platform.

28. 15% of U.S. shoppers begin their on-line procuring searches on Instagram

TikTok made information this yr as the popular search engine amongst youthful Web customers. However for now, Instagram nonetheless ranks greater as a platform for beginning a web-based procuring search. For comparability, TikTok is the platform of alternative for 11% of People starting their procuring searches.

29. Instagram accounts for 7.51% of web traffic referrals from social media

That may not sound like loads, however it’s truly the third-ranked platform behind Fb and Twitter. (Fb is the runaway chief on this class with 71.64%.)

The extra necessary element right here is that Instagram’s share of net site visitors grew 88.2% final yr, whereas Fb’s shrank 0.8%. Instagram used to have an actual scarcity of how to hyperlink out to web sites, however that’s dramatically modified with procuring options like hyperlink stickers and tags. Look ahead to this determine to proceed to develop.

30. Solely 25% of Instagram customers assume the the platform protects their privateness and information

That’s a major drop from 41% in 2020. Oddly, provided that Instagram falls below the Meta umbrella, it’s nonetheless trusted by extra folks than Fb (18%).

That is necessary for entrepreneurs as a result of belief is a vital factor of social commerce.

Not surprisingly, the proportion of people that say they really feel protected utilizing the platform can also be dropping, from 50% in 2020 to 36% in 2022. That places it about in the midst of the pack in relation to social belief.

US social media users who feel safe participating/posting on social platforms, 2022-2022

Supply: eMarketer

Instagram advert stats

31. 61% of Instagram’s promoting viewers is aged 18 to 34

Listed below are the specifics of the way it breaks down by age and gender.

Instagram advertising audience profile

32. Instagram adverts can attain 76% of the inhabitants aged 13+ in Turkey

That’s the very best advert penetration on this planet, adopted by 66.5% in Argentina and 65.9% in Brazil.

For comparability, Instagram’s advert penetration within the U.S. is 51.4%. The UK and Canada are available in at 51.9% and 49.4%, respectively.

But once more we see that whereas Instagram is a worldwide medium, it’s not the identical across the globe.

Instagram advertising eligible reach rate

33. Instagram’s advert income is predicted to be $50.58 billion in 2023

That’s nonetheless behind Fb’s $71.32 billion, however Instagram’s share of the Meta promoting pie is growing steadily.

That’s as a result of Fb’s advert revenues are falling, whereas Instagram’s proceed to extend. eMarketer predicts Instagram’s advert income will develop 12.1% this yr whereas Fb’s falls 1.2%.

US social network ad revenue growth, by company, 2019-2024

Supply: eMarketer

34. Instagram adverts’ CPM increased 17% in Q3 2022

Within the final two years, they elevated 55%.

It’s getting costlier to succeed in your viewers by means of Instagram, which makes it ever extra necessary to know your viewers and profit from the out there ad targeting options.

Save time managing your Instagram presence utilizing Hootsuite. From a single dashboard, you possibly can schedule and publish Instagram posts, Tales, and Reels, reply feedback and DMs, monitor efficiency, and run all of your different social media profiles. Attempt it free at the moment.

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