Instagram Statistics for 2024 (2024)

• Instagram has a potential ad reach of 1.65 billion people.
• Instagram’s audience is 49.4% female and 50.6% male.
• The engagement rate for all post types is 1.89%. Photo posts are the most engaging at 3.38%.
• Instagram ads reach 30.9% of all internet users.
• #Love is the most used hashtag on Instagram. It has been used more than 2.15 billion times
• The first photo ever posted to Instagram was of a dog near a taco stand, taken by Instagram co-founder Kevin Systrom.
• Instagram has more than 2 billion users using the app every month.
• Instagram ads reach 20.4% of the world’s population.
• The second most downloaded free app in the Apple store is Instagram.
• Instagram is the 4th most-used social media platform in the world.
• Instagram users spend almost as much time on the platform as Facebook users. They browse for an average of 53 minutes per day versus Facebook’s 58 minutes daily.
• 71.9% of posts on Instagram are photos.
• 14.2% of posts on Instagram are videos.
• 13.9% of posts on Instagram are carousels.
• Instagram is currently hiding likes for the following 7 countries: Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand.
• 62% of users log into their account at least once per day.
• 42% of users check their accounts multiple times per day.
• The Like button is hit 4.2 billion times per day.

Countries with the highest number of Instagram users as of 2024

1. India – 362.9 million
2. USA – 169.65 million
3. Brazil – 113.6 million
4. Indonesia – 100.9 million
5. Turkey – 57.1 million
6. Japan – 55.45 million
7. Mexico – 44.85 million
8. UK – 33.1 million
9. Germany – 30.35 million
10. Argentina – 27.85 million

Countries with the highest ad reach compared to the population as of 2024

1. UAE – 87%
2. Turkey – 86.8
3. Chile – 81.6%
4. Argentina – 79.4%
5. Brazil– 78%
6. Israel – 68.3%
7. Portugal – 67.4%
8. Sweeden – 65.3%
9. Australia – 64.3%
10. Ireland – 61.5%

• In 2024, Instagram is Australia’s third most-used social media platform.
• Instagram has a potential ad reach of 13.95 million people in Australia.
• Instagram’s Australian audience is 55.7% female and 44.3% male.
• On average, business accounts in Australia have an engagement rate of 0.92%.
• Instagram accounts for 6.8% of link clicks to third-party sites from social media in Australia.

• Instagram Stories has500 million usersevery day.
• 62% of userssay they are more interested in a brand after seeing it in an Instagram Story.
• Theheart love stickeris the most used Giphy in Stories.
• 15% to 25%of people swipe the links in branded stories.
• 70%of Instagram users watch stories daily.
• 86.6%of Instagram users post Stories.
• Instagram Stories are used by36%of businesses to promote their products.
• 49%of Gen Z consumers use stories to find products and services.
• 70%of Instagram Stories are watched with the sound on.
• The average reach rate for brands with large followings is12%for posts and 2% for Stories.
• About98%of fashion brands use Instagram.

• Ads in Instagram Reels can reach a potential audience of758.5 million people.
• The average engagement rate for Reels from Business Accounts is1.21% of engagement vs followers.
• Theadvertising audience for Reelsis 45.0% female and 55.0% male.

As shared by Marketing Brew from the email exchange with Team Whistle:

• 87% of Gen Z TikTok users who have used Instagram Reels agree with the statement, “Instagram Reels is basically the same as TikTok.”
• Most respondents (daily or weekly) who have used Instagram Reels do not think that TikTok is inherently special.
• 61% of Gen Z TikTok users said they plan to spend more time on Instagram in TikTok’s place.

• The average Instagram engagement rate for all types of posts is1.89%
• UAE has the highest advertising reach of87% of its 18+ population
• The engagement rate for photos is3.38%
• The engagement rate for videos is0.78%
• The engagement rate for carousel posts is1.10%
• Each month, there are2 million advertiserson Instagram.
• The estimated advertising reach for Instagram users is1.65 billion.
• Instagram can reach20.4% of the global population aged 18 years or older.
• 49.4%of Instagram’s ad audience is female, and 50.6% are male.

Instagram Ad Audience Stats

Below is the percentage of Instagram’s ad audience by age and gender.

• 18 – 24 years old
  • Female – 15.4%
  • Male – 16.4%
• 25 – 34 years old
  • Female – 14.3%
  • Male – 16.3%
• 35 – 44 years old
  • Female – 8.2%
  • Male 7.8%
• 45 – 54 years old
  • Female – 4.8%
  • Male – 3.9%
• 55 – 64 years old
  • Female – 2.7%
  • Male – 1.8%
• 65+ years
  • Female – 1.6%
  • Male – 1.2%

• The average business account has a +1.09% monthly growth in account followers.
• The average business account posts 1.32 times per day in the main feed.
• 39.8% of all main feed posts are photos.
• 21.6% of all main feed posts are carousels.
• 38.5% of all main feed posts are videos.
• The average business account posts 13.1 stories each month.
• Business accounts with less than 10,000 followers perform the best:
  • Accounts with less than 10k fans have an average engagement rate of 0.90%.
  • Accounts with between 10k and 100k fans have an average engagement rate of 0.71%.
  • Accounts with over 100k fans have an average engagement rate of 0.65%.

• Instagram – 672,000,000
• Christiano Ronaldo – 627,000,000
• Lionel Messi – 502,000,000
• Selena Gomez – 430,000,000
• Kylie Jenner – 400,000,000
• Dwayne “The Rock” Johnson – 397,000,000
• Ariana Grande – 380,000,000
• Kim Kardashian – 310,000,000
• Kendal Jenner – 294,000,000