77 Instagram Statistics 2023 (Active Users & Trends) (2024)

Since its introduction in 2010, Instagram has skyrocketed to over 2.3 billion active users, making it one of the top 5 social networking platforms globally. If we put it on a scale, aquarter of the world’s active netizens use the platform every month!

Instagram will turn 13 this coming October, and it is only getting young with more features and improved algorithms! Recently, the Instagram team also launched a new social media “Threads.”

If you want to plan your marketing strategy for Instagram in 2023, it’s critical to stay up to date on its current state and trends. We have covered everything from Instagram’s demographics, to the best time to post on the platform in this post.

Let’s get right into it, shall we?

About Instagram:

Instagram Statistics 2023 (Top Picks)

1. Instagram has over 2.35 billion users currently and this number is projected to reach 2.5 billion by the end of 2023.

2. 71% of Instagrammers in the United States are aged between 18 to 29.

3. An average user spends 24 minutes on Instagram every day.

4. Instagram has a pretty even gender split in its users with 50.7% males and 49.3% females making up the total audience.

5. India has the most Instagram users accounting for 326.6 million Instagrammers.

6. Up to 95 million Instagram users may be bots, costing marketers $1.3 billion each year.

7. Over 900 million people interact with Instagram stories.

8. Threads, an app by the Instagram team gained 2 million users within 2 hours of its launch. The platform now has over 100 million users.

9. Instagram’s workforce consists of 450 people.

10. Cristiano Ronaldo is the most followed person on the platform, with 599 million followers.

• Lionel Messi’s post with the world cup trophy is Instagram’s most-liked post, with over 75.7 million likes.
• With over 43.2 million comments, Alexandros Kopsialis’s post ‘Giveaway With Lavineenrose’ has the most number of comments on Instagram.

Instagram Monthly Active Users (MAUs)

There are currently over 2.35 billion monthly active Instagram users. This number makes Instagram the 4th most popular social media in the world in terms of MAUs.

The platform is estimated to reach over 2.5 billion by the end of 2023.

47.84% of the world’s 4.18 billion smartphone users access Instagram every month.

Statistics on Instagram’s Monthly Active Users:

11. India, with 230.25 million Instagrammers, has the greatest potential for ad-generated revenue, followed by the USA (159.75 million) and Brazil (119.45 million).

12. Instagram is used on a regular basis by 46.35% of the world’s 5.07 billion people who actively surf the internet.

13. Instagram is used by 25.31% of the world’s population

The monthly active user base of Instagram is equivalent to the population of the EU and North America combined.

Below is the table showing the Instagram Monthly Active Users since 2013:

Sources: (Facebook) (Statista) (Mention) (Worldometers) (WordPopulationReview) (Statista) (Statista)

Instagram MAUs As It Happened Over The Years:

14. On October 6th, 2010 (a year after launch), founders Kevin Systrom and Mike Krieger renamed the platform from Burbn, and grabbed over 1 lakh members in 1 week!

15. It took Instagram just 67 days to reach the 1 million user mark.

16. Instagram reached 10 million MAUs in 2011.

17. In February 2011, with the help of investors, Instagram’s value reached $25 million

18. Then, with the debut of an iPhone app, Facebook (META) bought the social network with 30 million monthly active members for a $1 billion.

Instagram Daily Active Users (DAUs)

The most recent announcement by Meta (Facebook) indicates that 500 million individuals use Instagram on a daily basis. That is one in every eight netizens at least once every 24 hours.

Instagram’s DAUs outnumber the population of the South American continent.

Some Quick Pointers on Instagram DAUs:

19.) With 500+ mil. DAUs, Instagram is ranked second only to Facebook in terms of daily logins.

20.) All of the 500 million traffic interact with Instagram stories.

21.) Instagram is used by 9.86% of the world’s 5.07 billion Netizens daily.

22.) Instagram is used by 13.15% of the globe’s 3.8 billion active social media users daily.

23.) Instagram is used by 6.32% of the world’s population daily.

24.) Instagram’s DAUs are 69 million more in numbers than the entire population of South America.

Sources: (Facebook) (Statista) (Worldometers) (WordPopulationReview) (Statista) (Recode)

Instagram Users By Country

India with 327 million users has the most Instagram users in the world, followed by the United States (169 million) and Brazil (133 million). These three countries account for over half of the world’s Instagram users.

Other countries with a large number of Instagram users include Indonesia, Turkey, Japan, Mexico, Germany, the United Kingdom, and Italy.

Here is a table showing the countries with the most Instagram users:

25.) Around 87% of Instagram’s 1.31 billion users who might potentially be targeted with ads are located outside of the United States.

26.) It’s also worth noting that the number of Instagram users in each country is growing rapidly. For example, the number of Instagram users in India has increased by over 50%.

Source: (Oberlo)

Instagram Features that Account for Its Growth

When you compare Instagram’s DAUs ever since its inception, it’s evident that the amount of exciting new features they’ve introduced over the years have had a significant influence on the app’s stickiness.

27.) Although Instagram had 550 million monthly users back in 2016’s 4th quarter. Only 100 million users were DAUs, that’s roughly 18%

Fast forward to today, and more than half of MAUs interact with the app on a daily basis as a result of the introduction of several amazing user-centric features.

Let’s discuss them in brief below:

• Instagram Stories: Photo and video montages that last 24 hours.

• Ephemeral messages: Secured and private messages that disappear after being seen.

• Feed algorithm: Sorts feed based on which posts their algorithm predicts users will enjoy.

• Instagram Television (IGTV): upload lengthier videos, erasing the prior restrictions.

• Live video: Stream videos to your followers, who can interact with you.

• Instagram Reels: Instagram’s response to TikTok allows users to make 15-second videos.

• The capacity to translate comments, captions, and bios in real-time aided their spread into non-English speaking countries.

Instagram Stories Statistics:

Instagram launched the stories feature on August 2nd, 2016, a direct challenge to rival Snapchat. It provides the users with video and photo sequences that disappear after 24 hours from the time of post. Just a couple of months after releasing the feature, 100 million users started interacting with it on a daily basis.

The feature overtook Snapchat’s 150 million DAUs 8 months after its introduction.

Below is the breakdown of Instagram Stories Daily Active Users:

Additional Statistics On Instagram Stories:

28.) 62% of people are more interested in a brand after viewing it on Instagram Stories.

29.) The most popular Giphy in Instagram Stories is the “heart love sticker.”

30.) The most active brands post17 Stories per month.

What does this tell us? It is okay to keep some vacant days on your content calendar for Instagram stories.

Instagram User Growth Rate Timeline

As per Instagram’s official data,

31.) The platform has been gaining around 100 million new users every 4 to 9 months (Constant since 2014).

32.) However, the corporation saw a significant rise of 200 million new users between September 2017 and June 2018. From 2018 to 2019, the rate slowed to a more consistent 6.7%

Check On Instagram Bot Accounts

33.) It is reported that Instagram has 95 million bot accounts, implying that 4.75% of their 2 billion MAUs are false profiles.

34.) Instagram’s bogus bot accounts cost marketers an estimated $1.3 billion each year in the advertising ecosystem.

35.) Around 15% of an influencer’s followers are fake.

Source: (Basic Thinking)

Instagram Users By Country

India with 327 million users has the most Instagram users in the world, followed by the United States (169 million) and Brazil (133 million). These three countries account for over half of the world’s Instagram users.

Other countries with a large number of Instagram users include Indonesia, Turkey, Japan, Mexico, Germany, the United Kingdom, and Italy.

Here is a table showing the countries with the most Instagram users:

36.) Around 87% of Instagram’s 1.31 billion users who might potentially be targeted with ads are located outside of the United States.

37.) It’s also worth noting that the number of Instagram users in each country is growing rapidly. For example, the number of Instagram users in India has increased by over 50%.

Source: (Oberlo)

Top Nations With The Highest Instagram Penetration

Instagram and its Rank Amongst the Social Media Giants

38.) With 2.35 billion active users, Instagram ranks 4th among the biggest social media networks globally as of 2022.

Parent corporation Meta (Facebook) owns 4 of the top 6 social networks (Facebook, WhatsApp, Messenger, and Instagram).

Instagram Demographics

Expect to see all the Instagram demographics such as gender distribution, age-wise distribution, and much more in this section.

39.) The majority of Instagram users are between the ages of 18 and 34:

Users aged between 18 to 35 form a handsome 61.6% of the total Instagram audience!

Here is a table showing the age of Instagram users:

40.) The count of Males and female Instagrammers is pretty equal:

50.7% of males and 49.3% of females make up the total Instagram audience.

Here is a table showing Instagram’s gender split:

41.) Instagram is Gen Z’s favorite platform to socialize:

Instagram is preferred by individuals of age 16 to 24 over other social networks, even surpassing TikTok. If you want to reach that age group, Instagram appears to be the place to go.

42.) Males of Generation X are the fastest-growing Instagram users:

The number of male users aged 55 – 64 who use Instagram increased by 63.6%. So, certainly, it’s a location where youngsters hang out, but don’t overlook the fact that other generations are engaged here as well.

43.) Instagram is used by 5% of youngsters under the age of 11 in the United States:

This is against Instagram’s user standards, which state that users must be at least 13 y/o to establish an account. Still, the platform is used by 11% of children aged 9 -11.

44.) 14% of adults in the United States have never heard about Instagram:

While Instagram has a large following in the United States, it does not reach everyone. This fact makes it more critical to understand the audience.

Instagram Users in the United States by Location:

The Average Age of A USA-Based Instagrammer

The majority of Instagram users in the USA belong to the 18 to 29 age group. They account for 71% of total American users

Income data of Instagrammers:

42% of the Instagram users in the US earn less than $75k a year while 39% of the users earn between 30k to 75k

Here is a table showing the income of Instagram users in the United States:

Source: (Statista) (PEWResearch) (Statista)

Instagram Reel Statistics

Instagram reels are the direct answer to TikToks. Instagram reels have gained immense popularity ever since their launch in 2020. As a matter of fact, all of Instagram’s 2 billion MAUs now interact with the reels feature. Here are some more facts and figures associated with this cool feature:

45.) 2 billion people all over the world interact with Instagram reels every month.

46.) It is estimated that around 2.5 billion people will interact with the reels feature in 2023.

47.) Ads on reels have a 60-second limit.

48.) Reels have a 22% higher chance of engaging users on Instagram compared to a standard video post.

49.) Instagram reels are used most by people aged 18 to 34.

50.) 53.9% of the Instagram reel audience are males, and 46.1% are females.

Threads by Instagram Statistics

Threads is anapp by Instagramthat focuses on discussions rather than visual material. Users can post threads and reply to others. These replies can include text (up to 500 characters), links, photos, and videos. Basically, this is Instagram’s counter to Twitter.

>> See how Threads by Instagram stands against its arch-rival Twitter in our side-by-side comparison.

Let us look at some of the interesting facts and figures associated with the Threads app!

51.) Thread become the fastest-growing consumer product ever.

52.) Threads acquired 100 million users in just 5 days.

53.) Threads acquired 2 million users within the first 2 hours and 10 million users in the first 7 hours of its launch.

54.) 100+ MillionThreads were shared within 24 hours.

55.) Threads app is available in 100 countries.Nations in the European Unionare excluded due to data-sharing policies between Instagram and Threads.

Seeing all these stats you might think, Threads is going to kill Twitter (now rebranded as “X”) in no time, right?

well, think about it again. Twitter is already working on rebranding and introducing new features and Thread’s traffic too took a hit.

According to Similarweb estimates, on July 7, Threads had over 49 million daily active users worldwide, which was about 45% of Twitter’s usage that day, with over 109 million active users. However, by July 14, Threads’ active users dropped to 23.6 million, which accounted for only about 22% of Twitter’s audience.

Let us wait and watch!

Average Number of Instagram followers

According to a BrandWatch survey, Most Instagrammers have fewer than 1k followers. Micro-influencers, who generally have 50,000 – 100,000 fans, are used by businesses to advertise their products.

As you can see below, this accounts for just 0.94 percent of the platform’s entire population.

Instagram Influencer Statistics:

Being a media-sharing platform, Instagram is a prominent participant in the influencer economy, where people receive money in part based on their follower count.

56.) Influencers are paid based on their follower count, and if it’s full of bots, marketers are the ones losing their money.

57.) If an influencer has 43,000 followers and consistently posts 8 posts and 8 stories every month, they may expect to make $37,442 per year. That is equal to the typical income of a UK citizen

58.) in 2019, bogus bot profiles cost brands $1.3 billion.

59.) Influencers with fewer than 10k followers get paid around $80-$90/post.

60.) Influencers with fewer than 100k followers are paid around $200/post

61.) Influencers with between 250k to 500k followers may expect to earn roughly $670/post

62.) Influencers with more than 1 million followers will be paid around $1900 for each post.

According to Instagram, 87% of individuals claim an influencer influenced them to make a purchasing decision. The data also suggests that around 70% of “shopping fanatics” use Instagram to find new products.

Even if users aren’t directly shopping from influencers, there’s no doubting their effect on maintaining Instagram’s status as a shopping destination along with a social media platform. Picture posts (78%) & Stories (73%) are viewed as the most successful kinds of content by people who engage in shopping from influencers.

Sources: (Ghostdata) (WSJ) (Wired) (PetalCard)

The Top 50 Instagram Influencers Have a follower count equivalent to World’s population

63.) The top 50 Instagram influencers have almost 7 billion Followers combined.

64.) As of 2017, the count was just around 4 billion. Now in 2023, these top Instagrammers have added approximately 70% more followers.

Most Followed Instagram Users (August 2023)

Leaving aside Instagram’s official profile, which is the most followed handle on the network, the top ranks are dominated by people from the music, sports, and entertainment industry. Some of the celebrities on the list, such as Kylie Jenner and Kim Kardashian, have increased their reputation and money by using Instagram and other social media.

65.) Cristiano Ronaldo is the most followed person on Instagram, with 596 million followers, accounting for over 23% of the platform’s overall user population.

Below is the list of the top 20 most-followed people on Instagram as of December 2022:

Source: (BrandWatch) (Statista) (Wikipedia)

Top 20 Most Liked Posts On Instagram.

Until 20th December 2022, Chris Godfrey’s photo of an egg was the most-liked post on Instagram. Lionel Messi surpassed it with his post of the FIFA World Cup 2022 celebration;

66.) Lionel Messi’s post has over 75.7 million likes at the time of writing this article.

Let us take a look at Instagram’s top 10 most-liked posts of all time:

The Average Amount of Time Spent on Instagram Every Day

67.) As per Data Reportal’s global overview report, Instagram users spend an average of 24 minutes each day on the platform. This translates to 11.2 hours every month.

This figure may be further broken down as per users’ age. Instagram users under the age of 25, spend 32 minutes/per day, and users over the age of 25, spend 24 minutes/per day on the platform.

Additional Stats:

68.) Users of age below 25 spend more than 8 days each year on the network.

69.) Users of age over 25 spend more than 6 days each year on the network.

70.) A heavy social media user spends 1 hour and 25 minutes on average each day on the platform.

71.) An average individual over the age of 18 will spend more than 19 days a year on social media across all platforms.

The introduction of Instagram Stories in 2016, which included features such as Boomerang & GIPHY stickers, has also led to an increase in the amount of time individuals spend on Instagram.

Source: (Instagram) (eMarketer)

Instagram Statistics for Businesses:

72.) 90% of Instagrammers follow at least one brand: Instagram is a place to build brand networks and enhance engagement with existing and potential consumers. Instagram delivers new business features on a regular basis. The platform also has a dedicated Instagram for Business handle to help you get started.

Know all about Instagram for Business by clicking HERE.

73.) Every month, A typical Instagram business profile gains 1.69% more Audience.

74.) One in every two people has used Instagram to explore new businesses: It’s a fantastic discovery tool! 50% of consumers use it to find new companies, goods, or services. Furthermore, two-thirds of respondents believe the platform promotes meaningful engagement with businesses.

75.) Instagram is used by 44% of individuals to purchase on a weekly basis: The shopping function was introduced recently, but it has already taken the retail industry by storm. According to an official Instagram report, 44 percent of users use the platform to shop on a weekly basis.

76.) In 2021, Instagram’s ad reach surpassed that of Facebook: Facebook’s worldwide ad. reach expanded by just 6.5%, while Instagram’s increased by a staggering 20.5%. If sponsored reach is a cornerstone of your social media plan. Take your business on the platform ASAP!

77.) Brands post 1.6 times/day on average: Taking yearly posts into account, 62.7 % are images, and 16.3 % are videos. If you’ve been sticking to a photo-only strategy, now could be the time to branch out.

The Best Time To Post On Instagram (2023)

The best time to post on Instagram varies from day to day. We have also covered this topic in a detailed manner in another post. You can check it out HERE.

Here is a table that shows the best time to post on Instagram each day of the week:

One thing to remember is that these times may not work for all. You might want to consider the following factors before deciding your sweet spot for posting:

• Time Zone and Location (of both yours and your audience).
• Primary audience.
• Your CTA.

NOTE: You might want to avoid publishing on Sundays because it has the lowest user involvement of the week.

How to Tackle the Issue of Time Zones:

If your followers are from various nations or even the east and west coasts of the United States, this might affect your engagement.

The easiest approach to deal with this is to use Instagram’s insights function, which provides free statistics to all professional account users in the application itself.

To access it,

• navigate to your profile page and click the menu icon in the upper right corner.
• Select ‘insight’ from the list.
• Select the ‘audience tab’.
• scroll down to see the ‘Cities and location’ section.

By examining this data, you can determine what time zones the bulk of your users are in, and then arrange your posts around the top engagement periods We’ve shown above! Easy isn’t it?

Sources: (SproutSocial) (HubSpot)

Instagram Employee strength

78.) There are currently 450 people working at Instagram serving 2 billion monthly users. This is a minuscule figure when compared to parent corporation Meta’s Facebook, which has approximately 58,600 employees serving 2.9 billion users.

In comparison to other successful social media players, Instagram has always managed to operate with a small crew. For e.g., Twitter employs 6,600 people and serves over one-third of Instagram’s MAUs.

Timeline of workforce

• 2009: Kevin Systrom begins development on Burbn (Instagram) (single employee)
• 2010: Mike Krieger joined the project, bringing the total number of staff to 2.
• 2012: The Instagram staff expands to 13 people serving 30 million members before being acquired by Meta for half a billion U.S. dollars.
• 2022: Instagram has 450 employees serving Over 2 Billion active users.

Future Statistics for Instagram (2023)

Change is the only constant on Instagram! If you want your presence to be felt by the majority of the audience, you need to stay up-to-date with the latest trends. As we wind up 2022 and enter 2023, we have mentioned some crucial Instagram trends to look into and implement into your campaign to make it big!

Trend #1: Reels, Reels, and more Reels.

Short-form video content is the eye-catcher on almost all social media platforms. Instagram reels, which were launched back in 2019 as the answer to TikToks, are spreading like wildfire. For a matter of fact, every Instagram user interacts with reels when they are on the platform. Check our complete guide on Instagram Reels here.

Trend #2: Paid advertising can be a way!

With the ever-changing Instagram algorithm, it is almost impossible to maintain a good organic reach on the platform. Harness the power of Instagram ads and get your business/brand in front of millions of eyeballs. A survey by Data reportal reveals that Instagram can reach 1.44 billion people through ads.

Trend #3: Collaborations!

One more great way to get extra reach is to post collaborative posts with accounts with higher engagement.

Trend #4: Dance and Meme Revolution.

One third of Instagram’s young users are “eager to see more dancing challenges in 2022,” according to the social media platform’s own 2022 trend report. Talking about memes, it has always been there isn’t it? Make use of these and grow your account to the next level.

Related Statistics:

• Telegram Statistics
• Quora Statistic
• Chatbot Statistics
• Spotify Stats
• Clubhouse Statistics
• Disney Users

Conclusion

Hopefully, this detailed breakdown of Instagram’s facts and figures will assist you in harnessing the power of this powerful platfrom in your future campaigns.

Which statistic on this list astonished you the most? Or perhaps you have a statistic that we haven’t included here.

I will keep on updating this post at regular intervals so that you guys always ahve access to fresh information. Until then, happy Instagramming & Threading!