Updated 02.09.2020

Although the effectiveness of social media marketing is unquestionable, choosing the right approach is still a common challenge.

The main reason is that social media isn’t static. Not only do people get interested in new things and lose interest in topics that had been trending just a few weeks ago, but the social media platforms themselves also change all the time.

We decided to take a look at statistics that will help you better understand the trends of 2020 and adjust your marketing strategy.

Nothing remains the same

Instagram updates its algorithm every month, and each update immediately affects everyone who uses this platform: users, influencers, and businesses.

The reason why the algorithm changes all the time is that the platform aims to deliver the best experience possible. Besides, Instagram itself is a huge business that needs to maximize profits.

The only way to increase profits is to make sure that the platform will remain popular. In turn, this goal can be achieved if people spend more time on it, so the algorithm updates are aimed to provide users with the most engaging content.

Why you should care

Although changes in the algorithm may help the owners of the platform by keeping the audience engaged, they can create many problems for businesses and influencers because brands have to change their strategies.

For instance, marketers had just managed to adjust their strategies to the 2018 update that killed their organic reach on Facebook when the 2019 update became a reason why only 10% of their followers were able to see their posts.

Therefore, it’s especially important to keep up with all the latest trends. The best way to understand exactly what matters now and what trends are ceasing to exist is to check out real figures, so we prepared a list of the most important Instagram stats for 2020.

Instagram stats that you should know

Instagram stats followers1. 90% of Instagram accounts follow businesses

There are more than a billion registered Instagram accounts, and about 900 million users follow at least one business account on this platform. Instagram users are interested in the marketing content and your messages can hit the right audience that is interested in fresh offers and ready to purchase products.

instagram stats google2. Instagram is the 10th most popular query in Google

What 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.

instagram stats ecommerce3. 60% of users discover new products on Instagram

Instagram also helps people find new products. In other words, it helps businesses show their new products to the right audience. 60% of Instagram users claim that they learn about new products by viewing other people’s profiles or Instagram ads.

instagram stats getting rid of likes4. Instagram is getting rid of likes

Influencers are willing to do all sorts of crazy things to get more likes, while the lack of likes causes depression, anxiety, and even suicidal thoughts. Currently, Instagram tests a new, more humane approach in Canada, Australia, Japan, Italy, Ireland, Brazil, and New Zealand. 41% of Canadian influencers note that their engagement rates drop without likes so it becomes especially important to create engaging content.

instagram stats uploads5. People upload more than 100 million photos every day

Since Instagram was launched in 2010, users have uploaded more than 40 billion images. However, the popularity of the platform continues to grow, and now Instagram users upload more than 100 million photos every day. So, your content must be unique.

instagram stats on women6. Women are five times more popular than men

According 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.

instagram stats on stories7. Instagram Stories are extremely popular

Stories are the thing that allowed Instagram to withstand strong competition with Snapchat. According to statistics, 500 million people use Stories every day. Therefore, you shouldn’t ignore Stories when planning your social media marketing campaign.

instagram stats cpc8. The average cost per click on Instagram is $2.40

As the popularity of the platform grows, so does the cost of one click, as well. However, $2.40 is the average figure so it’s important to know that the cost differs depending on the country. For example, in the U.S. one click costs $3.56, while in Japan it only costs $1.48.

instagram stats users9. There will be 112.5 million U.S. users in 2020

Researchers predict that the number of U.S. users will increase by 5.4% in 2020. In 2021, the platform is expected to have 117.2 million users. However, it’s important to keep in mind that the U.S. users only account for 11% of the overall Instagram audience.

instagram stats brunei10. Instagram has the highest reach in Brunei

Although Brunei certainly doesn’t have most Instagram users, in this country Instagram reaches the highest percentage of the population. 60% 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. However, we also recommend that you use localization and translation services, such as The Word Point, to adjust your content properly.

instagram stats adults11. More than one-third of adult Americans use Instagram

Now let’s consider American demographics in more detail. We’ve already mentioned that more than 37% of U.S. citizens use Instagram. This platform is most popular among people aged between 18 and 29 years (67%). However, 47% of people aged between 30 and 49 also use it, as well as 23% of 50-64 years old citizens.

instagram stats teens12. Instagram is the most popular social media among teens

The only platform that is more popular than Instagram is YouTube. 72% of teenagers use Instagram, which makes this platform even more popular than Snapchat (69%). However, most teens claim that they use Snapchat more often.

instagram stats hashtags13. Nine Instagram hashtags are just enough

Although Instagram allows you to use up to 30 hashtags in your posts, it turns out that you don’t need that many. According to research, posts with nine hashtags demonstrate the highest engagement rate.

instagram stats selfies14. Images with faces get more likes

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.

instagram stats on time15. In 2020, People will spend 28 minutes per day on Instagram

In 2019, Instagram users have spent an average of 27 minutes a day on the platform. In 2020, this figure is expected to increase, while people will continue to spend less time on Facebook.

instagram stats revenue16. In 2020, Instagram is expected to earn $12.32 billion in ad revenue

Experts predict a big jump in ad revenue, compared to 2019. This year, the platform has only earned $9.08 billion on selling ads. However, it’s still a significant growth compared to 2018 ($6.18 billion).

instagram stats mobile17. More than one-third of Instagram users will make mobile purchases

More than 33% of Instagram users say that they’ve made a purchase using their mobile devices, and many of them bought things on Instagram directly, since the platform now features built-in payments. Thus, Instagram becomes a more valuable channel for businesses. Learn how to use influencers to promote your mobile app.

instagram stats explore18. More than half of Instagram accounts use Explore every month

The Explore page is great because it can help people discover both your regular posts and your Stories. It turns out that more than 50% of users look for new content using this feature so you should keep it in mind when creating content. Make your posts engaging, use relevant and specific hashtags, and experiment with dynamic content.

instagram stats love19. #love is the most popular hashtag

In 2019, #love has been the most popular hashtag with over 1.38 billion posts, followed by #instagood and #photooftheday. Don’t be afraid to spread love in your captions.

instagram stats news20. 14% of American adults get news from Instagram

Of course, Instagram isn’t the most popular news source, but you certainly should make informative posts on relevant topics. 14% of Americans get their daily portion of news on Instagram. 14% may look like a small number, but Twitter serves as a news platform for only 17% of Americans.

instagram stats stories21. The completion rate of brand Stories grows

In 2019, brand Stories have demonstrated an 85% completion rate, which is a significant increase compared to 69% in 2018. One of the reasons is that now brands use shorter stories. However, longer stories demonstrate a better reach.

instagram stats business22. Businesses account for one-third of the most viewed Stories

Stories seem to become the most popular type of content on Instagram, and one-third of them are posted by businesses.

instagram stats live23. More than 100 million users record or watch live videos every day

Stories 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.

instagram stats influencers24. American marketers spend 69% of their influencer budget on Instagram

It turns out that influencer marketing on this platform is even more popular than that on YouTube, as U.S. marketers spend 69% of their budget on Instagram.

instagram stats stories25. Marketers spend 31% of their Instagram budget on Stories

If you don’t know how much you should invest in Stories, here’s the answer: most U.S. marketers spend 69% of their budget on the newsfeed and the rest of their ad budget is for Stories.

instagram stats marketing26. There are two million monthly advertisers on Instagram

According to statistics, we see two millions of posts labeled “Sponsored” on our feed and Stories every month.

instagram stats likes27. The biggest number of likes on Instagram is 53 million

After Kylie Jenner made a record with 18 million likes, it only took 10 days for the account @world_record_egg to break it. The most liked post on Instagram is a photo of an egg with 53.9 million likes.

instagram stats stickers28. Stickers in Stories increase video performance

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.

instagram stats posting times29. The best time to post on Instagram is between 10 am and 3 pm

If you want your photos and videos to get more likes, you should post them on weekdays, from 10 am to 3 pm. The best days are Wednesday and Friday. However, the perfect time for your business depends on your niche and the type of your audience.

instagram stats how to videos30. The most popular videos are how-to tutorials

How-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.

instagram stats video31. Videos are 38% more engaging

People 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.

instagram stats business32. In 2020, more than 75% of U.S. businesses will have Instagram accounts

Although Facebook will continue to be the most popular social media platform, experts predict that 75.3% of businesses will use Instagram next year.

instagram stats growth33. The number of Instagram users grows extremely fast

According 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 4% growth by 2022, which is a significant drop compared to 2018 (13.1%).

instagram stats retail34. The most followed businesses on Instagram are retail brands

According to statistics, eight out of the 15 most followed companies on Instagram are retail brands.

instagram stats eductaion35. The higher education industry has the highest engagement rates

It 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.

instagram stats space36. Negative space generates likes

According 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.

instagram stats colors37. Blue is better than red

Choosing the right color palette is also important, as predominantly blue images get 24% more likes than images that feature red as the dominant color.

instagram stats android38. Android users love Instagram

Android users spend about 53 minutes a day on Instagram. Instagram follows Facebook, which is used 58 minutes a day.

instagram stats likes39. We hit like 4.2 billion times a day

Instagram is one of the most engaging social media platforms. Every day, its users like posts 4.2 billion times.

instagram stats influencer40. Influencers choose Instagram

According to research, as much as 80% of influencers choose Instagram as their favorite collaboration platform. When it comes to influencer marketing, Instagram offers a considerable advantage.

instagram stats corporate41. Fortune 500 companies get 98.9% of interactions in the form of likes

A study focused on 40,000 Instagram posts showed that 98.9% of interactions between Fortune 500 companies and their followers are likes. Both small businesses and big brands can benefit from using this platform.

42. Instagram can boost your eCommerce conversions

Adding curated customer photos and reviews of your product from Instagram can contribute to an impressive uptick in conversion rate. There are several good apps on Shopify and BigCommerce that can help you with this.

Wrapping Up

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 2020. What’s the main number you’re monitoring?

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Cynthia Young
Author

Cynthia Young loves taking every opportunity to share her knowledge with others. Along with digital marketing, Cynthia is also passionate about personal growth and wellness. When she isn’t writing, she can be found hiking with her dog, cooking Thai cuisine, and enjoying hi-tech thrillers. She also frequently writes articles on the company The Word Point translation service.