Instagram statistics you need to know for 2023 (2023)

Your Instagram analytics provides account-specific performance insights, which then inform your strategy. But looking at your brand’s performance alone isn’t enough to get ahead of the competition. You need to keep a close eye on Instagram stats to stay on top of trends shaping the platform’s marketing landscape. This will then give you the insights you need to anticipate changes and fine-tune your strategy.

According to the Sprout Social Index, Instagram is among the “big three” social media platforms. With 49% of consumers and 59% of marketers planning to use it in the next 12 months, you can’t afford to notpay attention to the platform’s key statistics.

So let’s find out some of the vital Instagram statistics that will shape your strategy in 2023.

Table of contents

  • Instagram stats to pay attention to moving into 2023
  • Instagram user statistics
  • Instagram usage statistics
  • Instagram audience and demographics statistics
  • Instagram advertising and marketing statistics
  • Instagram Stories and Reels statistics
  • Instagram for Business stats

Instagram stats to pay attention in 2023

  • Instagram currently boasts 2 billion monthly active users. This makes it the fourth most used social media platform. And if you make use of the latest Instagram trends, you have the potential to exponentially grow your reach.
  • It’s now the fifth most visited website worldwide. Although this puts it behind other platforms like Facebook and Twitter, it’s still one of the most popular social media sites.
  • According to Insider Intelligence, Instagram generated $43.2 billion in ad revenue in 2022. This is a slight increase from 2021 when the platform’s ad revenue amounted to $42.1 billion.

Instagram user statistics

Understanding how people perceive and use the platform will help you devise best practices for Instagram to connect with them. These Instagram user statistics can give you a better look:

1. Almost every Instagram user uses it alongside other platforms

According to data from We Are Social, only 0.1% of Instagram users are unique to the platform. A large number of users use it alongside other social media platforms such as Facebook (82.9%), YouTube (75.5%) and TikTok (52.2%). That means having a solid cross-platform marketing strategy is crucial for your brand to succeed.

Instagram statistics you need to know for 2023 (1)

2. Only 25% of American users feel that Instagram protects their data and privacy

A study by Insider Intelligence found that trust in social media platforms dropped significantly in 2022. When it comes to Instagram, only 25% of American users feel that the platform protects their data and privacy. This makes it one of the lesser trusted social media platforms. But it’s still ahead of Facebook, Twitter and TikTok.

3. Posting/sharing photos and videos is the top activity

According to DataReportal, 69.7% of users use Instagram to post or share photos and videos. This makes it the top activity on the platform, indicating the desire for users to be creative and express themselves.

4. It’s the second most preferred platform for customer service

As more and more people turn to social media for customer support, Instagram is a popular channel choice. The 2022 Sprout Social Index reports that 35% of U.S. consumers use Instagram for customer service. This makes it the second most popular platform for customer service after Facebook.

(Video) Instagram’s Algorithm CHANGED! 🥺 The Latest 2023 Instagram Algorithm Update (GET MORE REACH)

Reviewing your brand’s customer service strategy on the platform could help you get ahead of the race and enhance the user experience.

Instagram statistics you need to know for 2023 (2)

Instagram usage statistics

How popular is Instagram in terms of usage? Let’s take a look at these Instagram usage statistics to find out:

5. There are 2 billion monthly active users on Instagram

Latest reports show that Instagram has 2 billion monthly active users. While not at the Facebook level, this is still huge for brands. It means there are billions of people you could potentially reach. With the right strategies to get more Instagram followers, these users could turn into loyal fans of your brand.

6. U.S adults spend 30 minutes per day on the platform

Over the past couple of years, video-based platforms like YouTube and TikTok have become a huge hit among social media users. At the same time, people are still spending a significant amount of time on Instagram. American adults spend about 30.1 minutes a day using the platform.

Instagram audience and demographics statistics

Looking at social media demographics helps you gauge which platforms your target audience is using. Let’s look at these Instagram demographic statistics to get a better idea:

7. Instagram is most popular among younger audiences

The platform sees the highest usage among people aged between 18 and 34. People within these age groups make up over 60% of Instagram’s user base. As such, the platform is ideal if your target audience consists of young adults and Millennials.

Instagram statistics you need to know for 2023 (3)

8. There are more male than female users

Instagram limits its gender-based reporting to male and female. And based on this data, there are more male users (51.8%) than female users (48.2%). However, the difference isn’t too drastic, meaning the platform isn’t inherently better for reaching a male audience.

9. India and the United States have the greatest number of users

Much like other platforms, India leads the way even when it comes to Instagram. The country has 229.5 million Instagram users. The United States comes next with 149.35 million users.

Instagram advertising and marketing statistics

Are you getting the most out of your Instagram advertising efforts? Is it even worth it to market your brand on Instagram? Here are a few Instagram stats to give you the answers you need.

(Video) Instagram’s Algorithm CHANGED! 🥺 The Latest 2023 Instagram Algorithm Explained (2023 Update)

10. Seeing an ad on Instagram gets people interested in a brand

According to internal Instagram data, 50% of users become more interested in a brand after they see an ad for it on Instagram. This speaks volumes about the power that advertising on Instagram has for your brand.

11. Feed ads have a higher click-through rate (CTR) than Stories ads

Brafton reports that the CTR for feed ads on Instagram range between 0.22% and 0.88%. Meanwhile, Stories ads have a CTR between 0.33% and 0.54%. These numbers suggest that in-feed ads have a higher potential to drive clicks than Stories ads. However, consider experimenting with different ad placements to see which one works best with your audience.

12. Instagram has the highest cost per click (CPC)

Instagram may have a competitive advantage over other social platforms when it comes to engagement. But that comes with a higher cost, especially when it comes to advertising. The averageCPC for Instagram ads is a whopping $3.56 while platforms like Facebook, Twitter and Pinterest manage to keep it under $2.

13. Conversion rates range between 0.30% and 2.6% depending on reach

Brands with a higher reach on Instagram tend to see a higher conversion rate. Interestingly, the study found that reach rate is higher for brands with a smaller following size.

In fact, brands with fewer than 10,000 followers saw the highest conversion rate (2.6%). Meanwhile, some of the top-performing brands had an average conversion rate of 1%.

Instagram statistics you need to know for 2023 (4)

Instagram Stories and Reels statistics

Instagram offers a wide range of content types to choose from, with Stories and Reels being popular options. Check out these Stories and Reels statistics to see how these formats are performing:

14. Story reach rate is on the decline

According to a Rival IQ study, Instagram story reach rate declined between 2021 and 2022. This decline is consistent across all following sizes. However, smaller brands with fewer than 10,000 followers saw the least decline. Their Story reach rate dropped from 5.4% in 2021 to 4.8% in 2022.

Meanwhile, mid-size brands having 50,000-200,000 followers felt the biggest impact as their reach rate dropped to 1.6% from 2.4%.

15. Story retention rate declines as the number of frames increases

The same Rival IQ study found that the number of frames you post to your Instagram Stories determines how well you retain your audience. Story retention rate starts to dip below 75% after the sixth frame.

(Video) Instagram Analytics Explained

16. Short narrative-type Stories are the most popular format

When it comes to the types of Stories that people want to see, short narratives were the most popular. Thirty-five percent of consumers prefer these types of Stories with a mix of photos, videos and text. Stories with quizzes and polls were another popular option.

So if you’re running out of Instagram Story ideas, use these stats to brainstorm new ideas that engage your audience.

Instagram statistics you need to know for 2023 (5)

17. Reels have the highest reach rate

Unsurprisingly, Reels see the highest reach rate among all media types on Instagram. The Rival IQ study revealed that Reels boast a 14% reach rate while other media types see a reach rate between 9% and 10%.

In another study from Socialinsider, the average reach rate for Instagram Reels stood at 20.59%. This puts it far above other media types such as carousels, images and videos. In line with the Bazaarvoice report from earlier, accounts with the smallest following size saw the highest reach rates.

Instagram statistics you need to know for 2023 (6)

18. Instagram Reels boast an average engagement rate of 1.95%

In addition to an exceptional reach rate, Reels also see significant engagement. Based on the Socialinsider study, Instagram Reels have an average engagement rate of 1.95%. This puts it well ahead of other media types. So your brand could benefit from creating more Reels to attract and engage your target audience.

Instagram for business stats

So far, the benefits of Instagram for marketing your business are clear. Let’s further dive into these Instagram for business stats to really understand its value:

19. 70% of shoppers look to Instagram for their next purchase

Internal Instagram data reveals that 70% of shoppers look to the platform for their next purchase. Meaning this is where people go to find purchase inspiration and discover new products.

20. Following and researching brands is the second most popular activity

The DataReportal study from earlier found that many users follow and research brands and products on Instagram. It’s the second most popular activity on the platform with 62.3% of users engaging in it. So there’s a good opportunity to attract followers who want to hear what your brand has to say.

21. 90% of users follow a business

To further drive home the above point, 90% of users on the platform follow a business. This indicates that people aren’t hesitating to keep up with brands on Instagram.

(Video) Instagram Statistics You Should Know in 2022 - Webzyro

Want to know more?

Discover the latest social media marketing statistics for 2023.

Making the most of these Instagram stats

Based on these vital Instagram statistics, you can see where the platform currently stands and how people are using it. It’s clear that there’s no dearth of users who use the platform to follow and engage with brands. Plus, many consumers are also using Instagram to inspire their purchases and inform their buying decisions.

In short, there’s huge potential to tap into with the right strategy. Need help with this? Check out our guide on developing a powerful Instagram marketing strategy.

Instagram stats FAQs

How do you see post stats on Instagram?

You can see your Instagram post stats by tapping on the “View Insights” button under the post. Keep in mind that post stats are only available to users with a business or creator account.

How effective are Instagram Reels for marketing?

Instagram Reels see the highest reach and engagement among all other media types. This makes it a highly effective way to market your brand.

How has Instagram influenced social media?

Instagram has brought on a social media evolution when it comes to media usage. Instagram’s focus on visual content has influenced other social media platforms to also adopt more visual formats.

(Video) How to Show Instagram Statistics?


What is a good engagement rate on Instagram 2023? ›

Most social media marketing experts agree that a good engagement rate is between 1% to 5%. The more followers you have, the harder it is to achieve.

What are the demographics of Instagram in 2023? ›

What do Instagram's audience demographics look like in 2023? Based on Instagram's advertising audience data* for April 2023: 49.4% of Instagram's global users are female. 50.6% of Instagram's global users are male.

Who is Instagram's target audience 2023? ›

The platform sees the highest usage among people aged between 18 and 34. People within these age groups make up over 60% of Instagram's user base. As such, the platform is ideal if your target audience consists of young adults and Millennials.

What is the average organic reach on Instagram 2023? ›

In 2023, Instagram gets an engagement rate by reach of 4.20% on average, Facebook records average values that go up to a maximum of only 1.90%.

How can I increase my Instagram engagement in 2023? ›

Here are 11 tried-and-tested ways to increase your Instagram engagement in 2023:
  1. Engage Through Stories Stickers.
  2. Create Relatable Memes.
  3. Create Shareable Graphics.
  4. Share Information in Carousel Posts.
  5. Include Call-to-actions.
  6. Let Your Personality Shine on Stories.
  7. Host a Giveaway.
  8. Collab on Instagram Reels.
Dec 14, 2022

Is 15% engagement good on Instagram? ›

Less than 1% = low engagement rate. Between 1% and 3.5% = average/good engagement rate. Between 3.5% and 6% = high engagement rate. Above 6% = very high engagement rate.

What are the influencer trends for 2023? ›

Employee-Driven Content Will Increase. An influencer marketing trend for 2023 that stems from the demand for more authentic content is the desire to see employee-driven or employee-based content increase. We've already seen how user-generated content can significantly impact sales and how brands are perceived.

How do you go viral on Instagram 2023? ›

How to Go Viral on Instagram (or at least increase your chances)
  1. Know your audience.
  2. Know your brand voice and personality.
  3. Know the trends (and hop on those that fit your brand)
  4. Know your competition.
  5. Know your performance results to date.
  6. Know your best time to post on Instagram.
  7. Know who to collaborate with.
Apr 7, 2023

What is the most liked Instagram post 2023? ›

The most-liked post as of June 2023 is a carousel of the Argentine footballer Lionel Messi and his teammates celebrating the 2022 FIFA World Cup win at Lusail Stadium in Lusail, Qatar, which has been liked by over 75.6 million different accounts.

Who has the most followers on Instagram in World 2023? ›

Views: 1527209 | Updated On: 11 Jun 2023 11:05:02 pm IST | By Sacnilk Team. Here is the list of the most followed Instagram profiles in World. As of now, Instagram itself has the most follower profile in World and For an individual, Cristiano Ronaldo is the most-followed person.

What gets the most reach on Instagram? ›

11 Tips to Boost Instagram Reach
  1. Post at the right time. ...
  2. Experiment with different types of posts. ...
  3. Get smart with hashtags. ...
  4. Reach multiple communities with Instagram Collabs. ...
  5. Encourage engagement with contests and giveaways. ...
  6. Use interactive stickers on your Stories and Reels. ...
  7. Spotlight user-generated content.
Oct 12, 2022

What affects reach on Instagram? ›

Instagram algorithm analyses the depth of the relationship between you and your followers. If someone likes and comments on your Instagram posts more often than on content from other Instagram users, that users will be more likely to see more content from you.

How long can an Instagram story be 2023? ›

Each Story can be up to 15 seconds in length. However, you can share up to 4 Stories at a time, to a maximum length of 60 seconds.

Why is my Instagram not growing 2023? ›

Post your photos, reels, and stories daily, go live a few times a week, answer your DM's as soon as possible, and reply to comments on your latest posts immediately. If you aren't doing these things daily, you will not see growth and will continue to feel the oppression of the 2023 Algorithm.

Can you follow more than 10k on Instagram 2023? ›

To help reduce spam, Instagram doesn't allow anyone to follow more than 7,500 people. Anyone who tries to follow more than 7,500 people will see an error message, regardless of how many followers they have.

Is 20% engagement on Instagram good? ›

If you're not, then you may want to work on increasing your engagement rate. Is a 20% engagement rate on Instagram good? For many brands, a 20% engagement rate is considered to be excellent. However, it's important to keep in mind that engagement rates can vary depending on the size of a brand's following.

What is 30% engagement on Instagram? ›

For example, if you have 100 followers and your post got 30 likes, but 150 people have actually seen it, your traditional engagement rate would be 30%.

What will be the biggest PR trend in 2023? ›

Here are a few current PR trends to keep in mind in 2023.
  1. Economic Turbulence. With inflation, war and interest rates featured across many headlines, the economy in 2023 probably feels more uncertain than usual. ...
  2. Increased Use Of AI. ...
  3. Drive For Diversity. ...
  4. Social Responsibility. ...
  5. Newsworthy Content.
Mar 6, 2023

What are consumers looking for in 2023? ›

Five Direct-To-Consumer Trends To Look For In 2023
  • Livestream shopping will continue to grow. Gone are the days of written reviews. ...
  • It's time to prioritize social commerce. ...
  • Brands need supply chain resilience. ...
  • Sustainability is the key ingredient. ...
  • Storefronts are gaining popularity.
Jan 18, 2023

Why is social media important in 2023? ›

A whopping 90% of social media marketers say building an active online community is crucial to a successful social media strategy in 2023. Social media communities enable your followers to engage and learn from each other — which helps them perceive your brand as even more valuable.

What will replace Instagram 2023? ›

Best Instagram Alternatives in 2023
  • Snapchat.
  • 500px – Best Instagram Alternative for Photographers.
  • Behance.
  • DeviantArt.
  • Pinterest.
  • Tumblr.
  • Imgur.
  • VSCO.
Mar 24, 2023

Did the Instagram algorithm change 2023? ›

Instagram initially used a simple chronological algorithm that displayed posts in order of how they were created. But the Instagram algorithm in 2023 has become a highly sophisticated system for determining which content to display to each user based on what they care about the most.

Why did my Instagram post flop? ›

If you're not posting regularly, you're likely to see a drop in reach. Consistent doesn't mean multiple times a day, every day. In fact, unless you have a team to help you accomplish this, you're sure to burn out. Consistency is one of the most talked-about elements of success on Instagram, but it's also the hardest.

How many views is considered viral? ›

To recap, a video normally becomes viral when it gets five million or more views in a week or less. Getting your video content to go viral is one of the best things you can do as a video marketer and creator. And it's one of the best ways to spread brand awareness of your business or attract new customers and clients.

How many views is considered viral on Instagram? ›

Instagram videos with more than 100,000 views are considered to be viral. However, that number largely varies depending on your specific goals, audience and industry benchmarks. How many likes does it take to go viral on Instagram? Instagram posts with 100,000+ likes are considered to be viral.

How many times should I post on Instagram to go viral? ›

Generally, you need at least 100,000 likes to go viral on Instagram. However, there are a few exceptions. For example, if you have a large and engaged following, you may be able to go viral with fewer than 100,000 likes. But in most cases, you'll need at least 100,000 likes to reach a significant number of people.

How many hashtags should I use on Instagram 2023? ›

How many hashtags should I use on Instagram? For best results, limit yourself to 3 to 5 hashtags per Instagram post (or Story, or Reel). Technically, you can post up to 30 hashtags… but too many hashtags can look spammy and may even hurt your reach.

What are the best times to post on Instagram reels 2023? ›

Our data shows that Reels can get up to 300% more engagement than regular Instagram videos. At Hootsuite, we've been posting Reels to our Instagram audience of 170k followers for over two years. Over that time, we've learned that the best post time for Instagram Reels is 9 AM and 12 PM, Monday to Thursday.

What is the best time and day to post on Instagram 2023? ›

Best Times to Post on Instagram:
  • Monday: 5 AM, 11 AM, 12 PM, 1 PM.
  • Tuesday: 7 AM, 8 AM, 9 AM, 10 AM.
  • Wednesday: 5 AM, 6 AM, 9 AM, 10 AM, 11 AM.
  • Thursday: 6 AM, 11 AM, 12 PM, 1 PM.
  • Friday: 7 AM, 2 PM, 3 PM, 4 PM.
  • Saturday: 6 AM, 8 AM, 9 AM, 10 AM.
  • Sunday: 1 AM, 6 PM, 7 PM, 8 PM.
Dec 14, 2022

What gender uses Instagram the most? ›

Worldwide, 51.6% of Instagram's Users are Male

If you look at Instagram's worldwide audience, you'll also find that a majority of its users are male. 51.6% of users are male, while 48.4% are female. If you look at just the United States, 56% of Instagram's users are female, and only 44% are male.

Which gender uses social media more? ›

In general, women seem to use SNSs more to explicitly foster social connections. A study conducted by Pew research centers found that women were more avid users of social media.

Who has 23 million followers on Instagram? ›

Cristiano Ronaldo

Ronaldo has been topping the charts of the person with the highest number of followers on Instagram in the world ever since!

Who has 24 million followers on Instagram? ›

Salma Hayek is feeling pretty good about reaching a major milestone. To celebrate hitting the 24 million-follower mark on Instagram, the House of Gucci star posted a new video of herself dancing while in the midst of getting ready yesterday.

Who is the youngest person to hit 100 million followers on Instagram? ›

Even though she hasn't posted in six weeks, Selena Gomez smashed through the ceiling of Instagram users when she became the first person to rack up 100 million followers.

What is considered a good engagement rate on Instagram? ›

So while 0.67% is the overall median engagement rate, 1.39% or higher is considered a good engagement rate on Instagram for brands that want to aim higher.

What is a good engagement rate on LinkedIn 2023? ›

While there is no exact benchmark for a good engagement rate, anything between 1% to 3.5% can be considered good engagement on LinkedIn.

What is considered an average engagement rate on Instagram? ›

Iconosquare recently conducted a study of more than 30,000 Instagram profiles and found that the average engagement rate is 4.7%. Other studies have found the average engagement rate to be 1.22% and 4.59%. These statistics are averages and vary from industry to industry.

What is a good engagement rate for 100k followers? ›

And here are the global average engagement rates per number of followers for business accounts: Fewer than 10,000 followers: 0.76% 10,000 – 100,000 followers: 0.63% More than 100,000%: 0.49%

How much money does 10k Instagram followers make? ›

Influencers with followings between 1,000 and 10,000 followers earn $1,420/month on average while influencers with over a million followers earn $15,356/month.

How many impressions is good on Instagram? ›

Impressions are how often your post is seen. So, if you have 1,000 followers and your post is seen by five people, you have 5,000 impressions. While there's no perfect answer to how many impressions you should aim for, it's generally agreed that anything over 1,000 is good.

Is reach more important than impressions? ›

In most cases, impressions will be higher than reach. This is because impressions count exposure, and reach counts interaction. Impressions, then, can oftentimes be close to the number of followers your accounts have.

How to measure engagement rate? ›

Traditionally, you can calculate your social media engagement rate using the following formula: the number of public interactions with a post divided by the number of account followers and multiplied by 100.

What is the engagement rate for less than 1000 followers? ›

For example, Instagram accounts with fewer than 1,000 followers average 8% engagement. This drops down to 5.7% when you look at accounts with <5,000 followers.

Who has the highest engagement rate on Instagram? ›

Top 10 Instagram Influencers with the Highest Engagement (Updated for 2021)
  • David Dobrik.
  • Corinna Kopf.
  • Zane Hijazi.
  • Jeff Wittek.
  • Olivia Jade.
  • Dolan Twins.
  • Emma Chamberlain.
  • Pewdiepie.
Aug 14, 2019

Who has the highest average likes on Instagram? ›

Top 20 posts
RankAccount nameLikes (millions)
17 more rows

How much does it cost to buy 20k followers? ›

10,000 followers will cost you $899. 15,000 followers will cost you $1,349. 20,000 followers will cost you $1,800.

What is a good engagement rate for 5000 followers? ›

For micro-influencers, who have between 1,000 and 5,000 followers, the average rate is 5.6% according to Phlanx. This reduces as follower counts go up: 1k – 5k: 5.6% 5k – 20k: 2.43%

What is a good reach on Instagram? ›

What Is a Good Reach on Instagram? For larger brands with more than 500k followers, a good Instagram reach rate is perceived to be 2% for stories and 12% for a post. For mid-level and small size following, a good reach rate is 32% for posts and 8% for stories!


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