Instagram Statistics 2024: Users, Demographics & Revenue

Instagram Statistics

Instagram is getting bigger and bigger, and it is showing no signs of slowing down.

The Instagram statistics for 2024 that you see below prove just how important Instagram is as a network to marketers.

As you think about what your Instagram marketing strategy looks like in 2024, it’s important that you know the latest information about this incredibly popular social network.

To make sure that you are working with the right information, we have gotten together what we think are the most important Instagram statistics that you need to be aware of right now.

Without further ado, let’s dive in.

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Key Instagram Statistics 2024

  • Instagram is the second-most downloaded app
  • Instagram is the 10th most googled search result
  • Instagram is used by 1.393 billion people every month
  • 500 million people post Instagram stories daily
  • 89% of Instagram users are from outside of the U.S.
  • 37% of adults in America use Instagram
  • 48% of Instagram users are male

Instagram Statistics for Marketers in 2024

Instagram is the Second-Most Downloaded app for Free From the Apple Store

Second-Most Downloaded app

According to Instagram statistics, the only social media sharing app out there that has more downloads than Instagram is YouTube.

This means that Instagram is still going strong when it comes to attracting new users, and it is definitely the kind of company that you should be looking at working with when it comes to your business marketing in general.

Instagram is the 10th Most Googled Query

Of course, a lot of Google queries are about generic things like news, weather, and videos.

But big social media corporations like Amazon, YouTube, Google, and Facebook also feature in the top 10, all coming in before Instagram.

However, because Instagram isn’t technically a website, the fact that it is the most queried app says a lot about its popularity.

Instagram Currently Hides Likes in Seven Countries

It was only recently that Instagram decided to start hiding like counts, but the interesting thing is that they’ve only done this with a few countries around the world.

These countries are Japan, Italy, New Zealand, Canada, Ireland, Brazil, and Australia.

However, this doesn’t mean that likes are irrelevant at this point, it just means that only the user of the Instagram profile can see them.

More Than One Billion People are on Instagram Each Month

We keep emphasizing just how important Instagram is when it comes to brands and marketers out there, but did you know that it is so popular that more than 1/7 of the world’s population gets on it every month?

According to Instagram statistics, this officially makes Instagram the second most important social network, right behind Facebook.

However, this is traditionally speaking, so when you look at all social platforms, it comes in 5th, behind WeChat, Facebook Messenger, WhatsApp, YouTube, and Facebook.

500 Million People Post to Instagram Stories Each Day

Instagram stories is another relatively new feature, but since its inception almost three years ago, it has proved to be hugely popular among Instagram users.

These days more than half a billion people interact with and post to Instagram stories every day.

This makes it clear that Instagram stories is pretty important if you are a brand or marketer.

89% of Instagrammers are Outside of America

This next Instagram statistic might surprise you, but out of Instagram’s 1 billion monthly users, only 110 million of them can be found in America. Yes, this does mean that Americans are still the largest Instagram audience, but they are far from the majority.

When looking at the rest of Instagram users, 17 million are from Brazil, 69 million are from India, 59 million are from Indonesia, and 40 million are from Russia. This statistic is important when thinking about how to define your target audience for Instagram, and what kind of content you should be creating.

Instagram Has Reached 112 Million American Users in 2020

112 Million American Users in 2020

Instagram has now reached 112 million American users in 2020, which is a 5% increase from 2019. The projections are that the network will reach 117 million American users in 2021.

Again, Instagram statistics show only 11% of all Instagram users are located in the US, but it is still important to keep this audience in mind and take note of how quickly it is growing.

Instagram is the Quickest Growing Platform in Canada

Canadians seem to really like Instagram, and back in 2018, there was a 20% growth in Canadian users, with a 7% growth in 2019. In 2020, there was a growth of 6% in Canada.

Brunei has the Highest Instagram Percentage Reach

Brunei may not comprise the most Instagram users when compared to other countries, but it is the location where Instagram connects with the highest number of the population. This is a whopping 60%, compared to just 37% of people in America.

When it comes to other countries, Instagram is reaching 57% of the population in Iceland, 56% of the population in Turkey, 55% of the population Sweden, and 55% of the population in Kuwait. This means that if you are trying to market to people located in these countries, Instagram is going to be a good bet.

37% of American Adults are on Instagram

According to the most recent Instagram statistics, 37% of American adults are on Instagram, and this can be divided into different age groups. This means that 67% of 18 to 29-year-old’s use Instagram, while 47% of 30 to 49-year-old’s do.

When it comes to 50 to 60-year-old’s, 23% of them use it, and 8% of 65-plus-year-olds are on Instagram. A statistic like this is a great starting point when you are thinking about buyer personas for your brand.

Instagram Most Popular Traditional Network for Teens

While teens in the US have Snapchat and TikTok to go on as well, when it comes to traditional social networks, Instagram is the most popular. 72% of US teens say that they are on Instagram, compared to 51% for Facebook, and 69% for Snapchat.

We’re sure at this point that TikTok is up there as well, and is quickly gaining ground.

The Gender Mix is Pretty Equal on Instagram

As far as we can tell, the gender mix on Instagram is pretty even at this point, with 52% being female, and 48% being male. However, in America, 43% of women use Instagram, compared to 31% of men.

This kind of discrepancy means that you can’t make assumptions about particular demographics, especially when it comes to your own followers.

63% of Users Log in to Instagram Once a Day

How often do you log in to your Instagram account every day? If it is at least once a day, then you are part of the majority. 63% of Instagram users log in to their Instagram accounts at least once a day, and 42% of them check their Instagram page multiple times.

Only 16% of Instagram users log in less than once a week. Knowing a stat like this can go a long way when it comes to figuring out the best times to post your content on your Instagram profile.

An Average of 28 Minutes a Day is Spent on Instagram

Instagram statistics show us that the average Instagram user will spend 28 minutes a day on the platform, which is only a minor increase from 27 minutes in 2019. However, when you compare this to Facebook usage, it is still increasing, which says a lot about Instagram for your brand.

200 Million Instagram Users Visit Business Profiles

If you are someone who is still skeptical about using Instagram for business, then this stat might help you. More than 200 million Instagram users visit at least one business Instagram profile a day. This means there is every chance that they will want to visit your Instagram business page.

62% of People Say that Seeing a Brand in Stories Helps with the Buying Process

If you are not using Instagram stories yet to promote your brand, then we think you should be. 62% of people say that they have become more interested in a product or brand after viewing it in stories. There is evidence that this relatively new Instagram feature is an essential part of any business’s marketing strategy.

11% of Social Media Users in America Shop Through Instagram

The two top reasons for using Instagram are looking at videos and photos. However, this doesn’t mean that there aren’t people out there using Instagram to shop, and 11% is a significant number of when you are thinking about putting your brand out there.

130 Million Users Click on Shopping Posts Per Month

As you can see, there are more and more Instagram statistics that point towards people using Instagram for business. In fact, 130 million Instagram users click on a shopping post every month.

Shoppable posts are still a pretty new feature on Instagram, but this does mean that you can purchase products on Instagram, without having to go anywhere else. This kind of convenience is definitely something that you could be using to your brand’s advantage.

50% of Instagram Users are on the Explore Page Each Month

Of course, we all know the Explore page is a great way to find new Instagram profiles that fit within your niche.

Getting your content featured on the Explore page is a great way to expose your brand to new people, and considering that more than 50% of Instagram accounts use the Explore page every month, we think that it is worth trying to get it on there.

Instagram Users Post More Red Apple Emojis than Green Ones

Apple Emojis

Why is this something that you need to know as an Instagram brand? It is a pretty weird Instagram statistic, but it shows that even minute changes can be big when connecting with new potential customers.

Of course, there is no logic to why people prefer one color to the other but knowing this kind of information can help you tweak your content to favor your audience, which will get more of them interested in your product or service.

The most popular face filter is the heart eyes and the red heart was used 14 billion times back in 2018.

Instagram is a News Source for 14% of American Adults

While this is nowhere near the amount of people who get their news from Facebook, which is 52%, it is still worth thinking about when considering brand announcements and product launches.

Remember, women make up the majority of news consumers on Instagram, which is a helpful statistic to have as a marketer.

Instagram has a Potential Marketing Reach of 849 Million Users

When you boil this down to a percentage, that’s 14% of adults aged 13 and over.

52.9 Million Instagram Users are Considered Youths

This means that Instagram marketers can reach a youth audience of 52.9 million people. This is a demographic that refers to people that fall within the ages of 13 to 17.

In terms of youth marketing reach, this ranks Instagram third, behind Facebook and Snapchat.

Influencers Get Paid Between $100 and $2,085 Per Post


Of course, this is an average, but when it comes to videos, you can get paid between $114 and $3138, and for Instagram stories, influencers are paid between $43, and $721..

69% of American Marketers Spend Their Infuencer Budget on Instagram

This is significant, because it is way more than any other network. YouTube is in second place at only 11%. This means that if you’re hoping to implement influencer marketing into your strategy in 2021, Instagram is the best place to begin.

31% of American Ad Budgets are Spend on Instagram Stories

According to Instagram statistics, the other 69% is spent on the news feed. This means that roughly a third of Americans’ marketing budget for Instagram is spent on stories, and the rest on their news feed.

This is a pretty good balance when you are trying to think about what your personal mix for your Instagram brand will be.

Instagram Earned $12 Billion in Ad Revenue in 2020

Ad Revenue

This is a huge jump from the 9 billion that was earned in 2019, and the 6 billion that was earned in 2018. Instagram’s ad revenue as quickly outdoing Facebook, which is of course its parent company.

This means that more brands are feeling confident about using Instagram to market their product or service.

73% of American Teens Say that Instagram is the Best way to Market to Them

Again, this is a lot higher than other options, including Snapchat at 49% and email at 37%. If you are trying to market your brand to Generation Z, then Instagram should be your first option.

75% of American Businesses Used Instagram in 2020

The only other social media network that beat Instagram in 2020 was Facebook.

Brands Post an Average of 2 ½ Stories Every Week

If you are feeling a bit overwhelmed about adding Instagram stories to your marketing strategy for Instagram, then you might find a bit of relief with this stat. If you are trying to keep up with other brands, then you don’t need to be worried about posting to Instagram stories every day.

1/3 of Instagram Stories are From Brands

A lot of people prefer to view Instagram stories because they are a creative, more laid-back form of content on Instagram. However, they can also be incredibly powerful if used for marketing, as you can see 1/3 of the most viewed stories on Instagram are from brands.

60% Get Interactive with Instagram Stories each Month

This includes things like polling stickers, mentions, and location tags. Instagram stories feature a lot of interactive options, and this is for a good reason. The easier it is for your audience to interact with your Instagram stories if you are a brand, the more likely they are to go through and purchase your product.

Brand Stories Have a 85% Completion Rate

This means that your Instagram stories have a greater reach and are an essential part of your brand’s marketing strategy, especially if you’re trying to reach more potential customers, and generate more sales through your Instagram profile.

Instagram is 10% of Social Referral Shares to Brand Sites

This is a lot less than Facebook at 80%, but it is still a lot more than other social networks out there.

Stories Stickers Enhance your Videos by 83%

What is interesting about this particular stat is that story stickers actually reduce the performance of your video if you use two stickers. This is why you need to maintain a balance, and use them to your advantage, but remember to not overdo it.

This is closely followed by interviews, behind-the-scenes posts, and news coverage. Think about what kind of informational instructional videos related to your brand that you can post with your content.

Instagram Statistics: Final Thoughts

So, there you have it – some of the most relevant, popular Instagram statistics that you need to know in 2024 if you are a brand or a marketer trying to make it big out there.

There is no doubt that social media plays a big role in your brand’s online marketing these days, you’ve just got to know how to use it to your advantage.

As you can see from these Instagram statistics, Instagram is by far one of the most popular platforms when it comes to marketing your brand, so make the most of this today, and rely on statistics like the ones above to boost your marketing strategy today. Good luck!


Pew ResearchPew ResearcheMarketer

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