Table of Contents
1.51 Billion Monthly Active Users;
500 Million Stories Posted by Daily Active Users;
2 Billion Reels Users;
200 B Reels Views per Day;
Avg IG engagement 3.8 %;
Ad Revenue $70.9 Billion 2024;
29 % Users Purchase on IG;
70 % shop weekly.
Instagram is now the digital equivalent of a packed megacity – 2 billion people roam its streets every month and they still find room for more selfies in the cloud.
Marketers can tap 1.74 billion of those users through ads which means your promoted post has a potential audience larger than India’s voter roll and far less opinionated about cricket.
Growth refuses to slow down – ad reach alone jumped 5 percent in the last year proving Instagram sips expansion like bottomless brunch prosecco.
Skip to the “Conversation-starter” Instagram Statistics that you probably didn’t know about yet.
Every sunrise triggers a tidal wave of content: users share 1.3 billion images per day then hit the heart button 4.2 billion times before bedtime which surely counts as cardio.
Reels keep the carousel spinning with a staggering 200 billion plays every day so if a sound bite lodges in your brain blame the other two billion people humming along with you.
All that scrolling stacks up to 33 minutes of daily screen-staring for the average user a stretch long enough to watch an episode of your favorite sitcom yet short enough to pretend you were totally productive.
Together these milestones and behaviors show the platform is not just alive it is sprinting and it brought the whole internet along for the jog.
Knowing who taps the heart icon lets you tighten targeting and stretch budget.
Use the facts below to tune creative, segment ads and localise copy that lands.
Lean on vertical video, fast captions and trending audio for all prospecting campaigns.
Place Reels and Stories at the centre when your core buyer is under 30. If you sell to professionals aged 30 plus fold in carousel explainers and static graphics.
Post just before morning commutes lunch breaks and late evening wind downs to catch natural scroll spikes.
Localise captions and hashtag sets in Hindi Portuguese and region specific English to lift organic reach without extra ad spend.
Run pilot ads in high penetration micro markets to validate creative at lower cost before rolling out to larger countries.
Blend product education with clear calls to action. Track lifts in saves shares and profile visits instead of likes alone.
Instagram engagement slipped again this year. Across thirty one million brand posts analysts measure an average engagement rate of 0.50 percent down twenty eight percent year on year.
Carousels soften the fall by edging every other format with 0.55 percent engagement while Reels follow at 0.50 percent and single images trail at 0.45 percent.
Carousels generate the highest save counts on the platform signalling depth that users want to revisit.
Reels still pull more comments than any other format especially for accounts under fifty thousand followers.
Posts that feature four to five collaborators reach three point eight times more accounts than solo posts thanks to shared audience overlap.
Adding a location tag lifts engagement by 79 percent because the algorithm rewards local context
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Photos with a human face earn 38 percent more likes and 32 percent more comments than faceless shots.
Images packed with negative space attract 29 percent more likes while blue-tinted photos outperform red counterparts by 24 percent.
Using four to five highly relevant hashtags delivers stronger reach than stuffing twenty tags and it avoids spam penalties
1. Prioritise carousel posts for deep dives tutorials and listicles then add a strong save call to action.
2. Publish at least two Reels each week and invite niche co-creators to tap fresh audiences.
3. Tag every post with a precise location and craft copy that references local culture or events.
4. Feature real people or customers whenever possible and keep compositions clean with ample whitespace.
5. Limit captions to two or three focused hashtags that mirror the primary keyword to stay algorithm friendly.
Follow these five moves and you tighten the gap between impressions and meaningful interactions.
Instagram Stories sit at the very top of the app and users treat that slot like prime time TV. More than 500 million accounts open Stories every day and 7 in 10 members watch at least one Story during a 24-hour window.
Brands that show up there are rewarded. Completion data puts business Stories at an 88.2 percent finish rate and 62 percent of viewers say a Story raised their interest in a product.
Short video still drives the loudest buzz. Reels attract 2 billion monthly users and rack up 200 billion plays every single day. That activity translates to performance lifts: Reels draw 22 percent more interactions than standard video uploads.
On the paid side the format remains cost-efficient. The average global CPM for Reels ads sits at 4.29 USD while the cost per link click is 1.21 USD and link click-through rate holds around 0.35 percent.
Live streaming has carved out a solid niche with 100 million viewers tuning in each day. Meanwhile evergreen carousel posts keep outperforming every other static format.
A fresh Socialinsider benchmark shows carousels average a 0.55 percent engagement rate ahead of Reels at 0.50 percent and single images at 0.45 percent.
Video in general maintains an edge too: across all industries video posts generate 49 percent more engagement than photos.
Focus content mix on high retention formats.
Optimise creative for each slot
Measure what matters
Use the checklist as a repeatable framework. The numbers show where attention concentrates so strategy can follow audience behaviour rather than guesswork.
1. 50% of Instagram accounts tap the Explore tab every month
2. 36% of Gen Z shoppers begin a product search inside Instagram
3. 19% of all US adults also start a product hunt there
4. 58% of users check the app to research brands before buying
Half the user base visits Explore each month which puts the tile grid on equal footing with the main feed for discovery.
The ranking system rewards saves and shares first so posts that prompt those deeper interactions surface sooner.
Reels and carousels enjoy preferred slots because they keep viewers engaged long enough to send positive signals.
More than one user in three treats the Instagram search bar like Google.
They type “best running shoes,” “coffee near me,” or a brand name expecting answers. Captions profile names alt text and even on screen text all feed the search index.
Keyword work is no longer optional if you want fresh reach without paying for it.
The moment a user lands on a Reel or Story with a tag the shopping journey can finish in a single swipe.
Nearly one adult in five across the US and more than one in three Gen Z buyers never leave the app.
Add the fact that 58% of all members already research brands on Instagram and you have a funnel that moves from glimpse to checkout without outside clicks.
High-intent traffic already lives inside the app so every tagged asset is a chance to shorten the path to checkout.
High-intent traffic already lives inside the app so every tagged asset is a chance to shorten the path to checkout.
1. Tag every sellable item in Reels, Stories and carousels to tap into 130 million monthly product-detail clicks.
2. Enable Instagram Checkout. 29% of shoppers already trust the in-app payment flow which removes friction.
3. Test AR try-on effects for top SKUs. A potential 40% conversion lift can offset rising CPMs.
4. Benchmark ad performance against USD 8.16 CPM and 0.69 CPC. Shift budget toward Stories or Reels if costs creep above these marks.
5. Use Stories for nurturing. 62% of viewers report higher intent after a single Story, which makes this format ideal for remarketing.
A human face in the frame
+38% likes and +32% comments
Lots of negative (background) space
+29% likes
Dominant blue or cool tones
+24% likes over red-heavy shots
Location tag on a post
+79% engagement
Carousel format
0.55% avg. engagement (top static format)
Reel format
0.50% avg. engagement and 2× comments vs. photos
Prioritise people. Photos and thumbnails with a face reliably outrank anonymous imagery.
Design for breathing room. Background and cool hues add easy like-ability without extra production cost.
Add a precise location tag. The simple geo pin lifts engagement almost 80% and improves local search visibility.
Stick to carousels and Reels. These formats give the highest engagement baselines today, use carousels for depth, Reels for reach.
Optimise captions for search. Lead with the main keyword, limit to 20 niche hashtags, and include a save CTA to bump secondary signals.
Post mid-week, mid-day. Wednesday or Friday lunches remain the clearest engagement sweet spots; schedule accordingly.
Follow these data-backed cues and every creative asset works harder before you spend another cent on promotion.
A growing pie means more creators and more price variety for brands.
Shows paid partnerships can outpace ad ROAS when matched with the right tier.
Confirms the channel is still a top choice for social proof.
Indicates budget fluidity is low so placements must perform.
Highlights the supply of affordable authentic voices.
Instagram still captures most influencer spend and the math supports it.
Lean on nano and micro talent for efficient reach, pay strict attention to post cost caps, and promote the best performers into ongoing partnerships.
This pipeline maximises return while the market keeps expanding at billionaire speed.
Competition is everywhere so differentiation counts.
Audiences welcome branded content when it is useful.
Stories are the new newsfeed for brands.
Align spend with where attention lives.
Most teams see clear return when strategy is tight.
| Industry | Engagement rate per post |
| Higher education | 3.39% |
| Sports teams | 2.28% |
| Non-profits | 2.14% |
| Retail brands | 1.30% median across catalog posts |
| Fortune 500 interactions that are likes | 98.9 % |
1. Audit feed mix. If Stories supply one third of paid reach invest at least 30 % of creative output in vertical video and short sequences.
2. Use sector benchmarks. Aim to beat your industry engagement median by 20 %. For retail that means a target of 1.56 % per post.
3. Add one value hook to every piece. Tutorials, stats or behind-the-scenes clips drive the saves and shares that signal quality.
4. Optimise likes into actions. Pair every high-like post with a follow-up Story that carries a swipe-up or product tag.
5. Report ROI quarterly. Track cost per action and revenue per follower against the 68% positive benchmark. Pivot formats that fall short inside one quarter.
Follow this blueprint and a business profile can outpace crowded feeds, convert passive likes into measurable results and keep spend aligned with outcomes.
I gathered here some of the more less talked about stats and facts about Instagram that you might like to know and keep in your pocket as great “conversation-starters”.
1. Instagram is the 5th most popular query in GoogleWhat do people google most often? Well, the most popular queries are generic: people are simply looking for “videos,” “news,” or “weather.” However, people are also searching for their favorite websites. For example, Facebook, YouTube, Amazon, and Google itself are all in the top 10 queries. Instagram also made it to the list. However, this fact is more important for Instagram because this platform usually isn’t used through a web interface.
2. Women are five times more popular than menAccording to research, female users get five times as many likes as men. The reason is obvious: Instagram is a photo-based platform so women are more likely to get likes. Another fun fact about this platform is that the majority of businesses present on the platform are fashion brands. Instagram is also more popular among women: 43% of female adults in America use it, compared to 31% of adult men.
3. Christiano Ronaldo is the most followed personThe famous footballer has managed to accumulate over 658 million followers to his account. Why don’t we all contribute to this number and make sure he stays on top. Here’s the link for his profile.
4. Instagram has the highest reach in BruneiAlthough Brunei certainly doesn’t have most Instagram users, in this country Instagram reaches the highest percentage of the population. 62% of Brunei citizens have Instagram accounts. Brunei is followed by Iceland, Turkey, and Kuwait: 57%, 56%, and 55%, respectively.
In the U.S., only 37% of people use this platform. Such figures mean that Instagram can be especially effective for promoting your brand in other countries.
5. Instagram is (not) the most popular social media among teensThe platforms heavily competing with Instagram are Snapchat and TikTok. When creating a social media strategy trying to reach teenagers, we suggest going omni-channel and using all these three platforms.
According to research, if you want to get more likes, you should post more images with faces. We recommend that you choose a face that will promote your brand on this platform or just post more photos of people.
7. In 2024, People spent about 12 hours per month on InstagramIn 2019, Instagram users have spent an average of 27 minutes a day on the platform. In 2025, this figure is expected to increase, while people will continue to spend less time on Facebook. With the increase popularity of TikTok the increase is likely small. However the time spent on platform is up 24% compared to the previous year thanks to the new AI ranking algorithm.
8. In 2024, Instagram generated $66.9 billion in revenueAs the main audience on Instagram is maturing we ca expect more advertisers focus their media spend on this platform generating even higher revenue in the coming years. In comparison in 2020 the platform has only earned $9.08 billion and in 2018 it generated $6.18 billion.
9. #love is the most popular hashtagIn 2023, #love remains to be the most popular hashtag with over 2.14 billion posts, followed by #instagood and #photooftheday. Don’t be afraid to spread love in your captions.
10. 20% of American adults get news from InstagramOf course, Instagram isn’t the most popular news source, but you certainly should make informative posts on relevant topics. 20% of Americans get their daily portion of news on Instagram.
11. More than 100 million users record or watch live videos every dayStories are not the only type of extra-engaging content on Instagram. The popularity of Facebook Live was a reason why such a feature also appeared on Instagram. More than 100 million people create or watch live videos every day so marketers should use this type of content to their advantage.
12. There are two million monthly advertisers on InstagramAccording to statistics, we see two millions of posts labeled “Sponsored” on our feed and Stories every month.
13. The biggest number of likes on Instagram is 75 millionAfter Kylie Jenner made a record with 18 million likes, it only took 10 days for the account @world_record_egg to break it. However the recent record holder is Messi @leome with his post celebrating Argentina’s 2022 FIFA World Cup victory.
It turns out that adding a sticker to video Stories improves their performance 83% of the time. However, it’s important to be careful with stickers when posting photo Stories, as two stickers can easily reduce their performance.
15. The most popular videos are how-to tutorialsHow-to videos are the most engaging type of video content on Instagram, followed by behind-the-scenes videos, news, and interviews. Besides, such videos are easy to make.
16. Videos are 38% more engagingPeople love dynamic content and they are more likely to share it. According to statistics, Instagram videos demonstrate 38% better engagement rates compared to images. They also get twice more comments.
17. The number of Instagram users grows extremely fastAccording to statistics, the user base of this platform grows even faster than the overall social network usage in the U.S. However, experts predict a 3.7% growth by 2026, which is a significant drop compared to 2018 (13.1%).
18. The most followed businesses on Instagram are retail brandsAccording to statistics, eight out of the 15 most followed companies on Instagram are retail brands.
19. The higher education industry has the highest engagement ratesIt turns out that the higher education industry outperforms any other industry in terms of engagement. The engagement rate per post in this industry is 3.39%. Higher education is followed by sports teams and nonprofits—2.28% and 2.14%, respectively.
20. Negative space generates likesAccording to statistics, images with a higher amount of negative space get 29% more likes. We recommend that you consider this fact when creating your Instagram photos.
21. Android users love InstagramAndroid users spend about 53 minutes a day on Instagram. Instagram follows Facebook, which is used 58 minutes a day.
22. We hit like 4.2 billion times a dayInstagram is one of the most engaging social media platforms. Every day, its users like posts 4.2 billion times.
Instagram is a very popular social network, and its user base continues to grow.
Besides, Instagram users are interested in marketing content so there’s no reason for a marketer to ignore it. However, if you want your Instagram marketing strategy to actually bring profits, you should know what content is the most popular, what audience is the most engaged, etc.
We hope that these stats will help you find the right direction for your marketing efforts, delivering the right content to the right people.
And let us know where you’re setting your focus for 2025.
What’s the main number you’re monitoring?
Hey, I’m Johannes. I’ve been doing digital marketing since 2010. Over that time I’ve sold courses, sold digital products and managed my own marketing agency.
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Hey, I’m Johannes. I’ve been doing digital marketing since 2010. Over that time I’ve sold courses, sold digital products and managed my own marketing agency.
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