100+ Critical Instagram Stats That Matter to Marketers in 2022
In 2021, Instagram saw a massive increase in users. These Instagram stats demonstrate how beneficial the platform is to your company.
When Instagram CEO Adam Mosseri said this year that the app was no longer a “square photo-sharing platform,” he was actually just stating the obvious: one look at this year’s Instagram statistics shows just how far the app has come since its humble beginnings.
In 2021, Instagram saw a massive increase in users. But, as with any social network, the brands that are getting the most out of Instagram are the ones who are savvy about what they post, when they post, how often they post, and who they target.
But how do they determine which posts are “smart” for their company?
The Instagram data comes into play here. There’s a lot of study on Instagram, from user demographics to how often marketers post to how negative space influences post-performance.
Instagram’s user base, business features, algorithms, and technological capabilities have all developed over the last twelve years. As you prepare your Instagram marketing strategy for 2022, make sure you’re up to date on everything on Instagram.
Quick Menu:
- The most important Instagram statistics
- Statistics on Instagram users
- Statistics on usage and interaction
- Statistics on Instagram posts
- Statistics on Instagram stories
- Statistics on Instagram Reels
- Instagram live stats
- Statistics on Instagram videos
- Statistics about Instagram’s business
- Statistics on Instagram Ads
- Statistics about Instagram influencers
1. The most important Instagram statistics
- Instagram is used by over one billion people each month, more than any other social media site except Facebook (Hootsuite).
- Every day, Instagram Stories are used by more than 500 million accounts (Hootsuite).
- At least once a day, 200 million Instagram users view a company’s profile. (Hootsuite).
- Every month, almost 130 million Instagram users interact with a shopping post (Hootsuite).
- The Explore feature is used by nearly half of Instagram accounts to find new material (Hootsuite).
- According to the poll, 81% of individuals use Instagram to find new products and make purchases (Hootsuite).
- According to a recent survey, 47 percent of Millennials use Instagram to communicate (Neal Schaffer).
- Instagram is now utilized by 33% of B2B businesses (Foundation).
- Brands that publish stores on Instagram have an 85% completion rate, which means that the majority of viewers watch them all the way through (SM Perth).
- Every week, 60% of brands on Instagram use an interactive feature. Stickers, remarks, and music is all interactive components (SM Perth).
- The top 50 Instagram influencers have a combined following of more than 3.1 billion people (Social Blade).
- Statistics on Instagram users
- Instagram has a monthly user base of over 2 billion people (CNBC).
- Instagram is the world’s fourth most popular social media site (DataReportal).
- Since 2013, the global monthly users of Instagram have expanded by almost 2,200%. (CNBC).
- Outside of the United States, 87 percent of Instagram users are from (Omnicore).
- With 201.1 million Instagram users, India is the most populous country in the world (Statista).
- With 157.1 million Instagram users, the United States comes in second (Statista).
- In 2021, females accounted for 57.9% of Instagram users in the US (Statista).
- 71% of Instagram users worldwide are under 35 years old (Statista).
- In the United States, 31.9 percent (52.92 million) of Instagram users are between the ages of 25 and 34, 22.8 percent (37.82 million) are between the ages of 18 and 24, and 19 percent (31.52 million) are between the ages of 35 and 44. (NapoleonCat).
- In the United States, about 6 million Instagram users are 65 and up (NapoleonCat).
- Urban areas are home to 45 percent of Instagram users (Pew Research).
- According to a Morning Consult study of 2,200 participants conducted in 2021, 31% of US adults aged 18-34 think Instagram is “very favorable.” Adults aged 35-44 accounted for 23%, 45-64 accounted for 15%, while those aged 65 and up accounted for 4%. (Morning Consult).
3. Statistics on usage and interaction
- At least once a month, 24 percent of all mobile internet users visit Instagram (Backlinko).
- The average American uses Instagram for 29 minutes every day (Backlinko).
- An average of 5.5 hours per week is spent on Instagram by Americans aged 18 to 25. (Measure Protocol).
- Instagram is used by children aged 4 to 15 in the United Kingdom for an average of 40 minutes per day (Qustodio).
- An Instagram post’s average engagement rate is 5.86 percent (likes and comments divided by account followers). An Instagram post receives an average of 460.6 engagements (HubSpot).
- Posts with a location tag on Instagram receive 79 percent more attention than those without (HubSpot).
- Between 11:00 a.m. and 2:00 p.m. CDT, the most people throughout the world are online (HubSpot).
- The average business Instagram post engagement rate is 0.67 percent across all industries (RivalIQ).
- Among all brand categories, Higher Ed brands have the greatest average engagement rate (3.19 percent) (RivalIQ).
- Instagram video postings attract more than twice as much interaction as image posts (Mention). This indicates that, if you haven’t already, you should start using video in your Instagram marketing strategy.
4. Statistics on Instagram posts
- Instagram has almost 50 billion images (Spokesman).
- Every second, 1,074 photographs are uploaded to Instagram (Omnicore).
- Images make up 68 percent of all Instagram postings (Quintly).
- At least once a month, 39% of Instagram users in the United States check their feed (eMarketer).
- At least once a month, 29% of Instagram users in the United States update their feed (eMarketer).
- With over 6 million Instagram postings, Central Park is the most Instagrammed tourist site on the planet (Winfields).
- With 1.08 percent worldwide involvement, carousel posts have the highest average global engagement. The average engagement for photo posts is 0.81 percent, and for video postings, it is 0.61 percent (Statista).
- Photos with people in them receive 38% more likes than photos without them (Omnicore).
- @world record egg’s Instagram post with over 56 million likes was the most popular (WordStream).
- Image posts receive an average of 5.76 comments (Social Insider).
- The Instagram filter Clarendon is the most popular (Backlight).
- Emojis appear in the caption of 48% of Instagram postings (Statista).
- Over 300 characters are used in the caption of 36% of Instagram photos (Quintly).
- #Love has been used over 1.7 billion times on Instagram (SM Perth).
- There are 10.7 hashtags in the average Instagram post (HubSpot).
- Brands, on the other hand, utilize fewer hashtags, with an average of 3 to 9 per post (SM Perth).
- Branded hashtags account for seven out of ten hashtags (Omnicore).
- On average, posts with only one, two, or no hashtags perform best (Mention).
- Approximately one-third of Instagram postings contain 1-3 hashtags (Quintly).
- In addition to static postings, Instagram now offers a variety of video formats, including feed videos, Reels, Stories, Lives, and IG TVs.
- 70% of marketers want to raise their video advertising spending (Growthoid)
5. Statistics on Instagram stories
- The most popular Instagram activity in the United States is watching other people’s stories (eMarketer).
- In 2020, 68 percent of users tapped forward on Instagram Stories (99 Firms).
- Instagram users upload Stories 86.6 percent of the time (99 Firms).
- In Instagram Stories, 67 percent of users clicked on sponsored links (HubSpot).
- Instagram Stories has nearly twice the number of users as Snapchat Stories (Growthoid).
- In Instagram Stories, the heart love sticker is the most popular (Instagram).
- Instagram accounts with more than 100,000 followers are more likely to share video tales than photo stories (SocialInsider).
- Instagram accounts with more than 100K followers publish an average of 49 Instagram Story posts every month, which is more than double the quantity in 2020. (SocialInsider).
- With each new story, accounts that post numerous tales each day lose some of their audience. The second piece receives 81 percent more views than the first story posted in a 24-hour period. The third story receives 77 percent of views, the fourth story receives 72 percent, and the fifth story receives 70 percent (SocialInsider).
6. Statistics on Instagram Reels.
- When compared to TikTok videos, Instagram Reels use about 8% more screen space (Conviva).
- 87% of Gen Z thinks Instagram Reels and TikTok are “essentially the same thing” (SM Perth).
- Instagram Reels first appeared in Brazil and has now expanded to over 50 countries, including the United States (Later).
- Videos can be up to 60 seconds long on Instagram Reels (Instagram).
- Instagram Reels has the highest average engagement of any short-form video app, with users spending an average of 53 minutes per session around the world (MediaKix).
7. Instagram live stats
- After YouTube and Facebook, Instagram Live is the third most popular Livestream e-commerce platform (RetailTouchPoints).
- Nearly half of Indian internet users say they watch influencer livestreams frequently. In comparison, 29% of Chinese, 23% of Brazilians, and 17% of Americans have access to the internet (LabsNews).
- Instagram Live is used by 43% of 18-34-year-olds in the US (Statista).
- Eighty percent of users choose to watch a brand’s live video rather than read its blog. Users prefer live videos from brands to other social media, according to 82 percent of users (AdSpresso).
8. Statistics on Instagram videos
- On Instagram, video postings account for 14.9% of total content (Social Pilot).
- Today’s Instagram users view 80 percent more videos than they did in 2017. (Growthoid).
- Video postings on Instagram are more than twice as likely as image ones to attract engagement (Mention).
- Video postings receive 38% more attention than image posts (Kicksta).
- Instagram video posts receive an average of 11.1 comments (SocialInsider).
- According to a 2020 poll of international marketing professionals, 58 percent of marketers use Instagram videos (Wyzowl).
- Sponsored video posts receive three times the number of comments as sponsored picture postings (Impact).
9. Statistics about Instagram’s business
- According to Instagram, there are 200 million business accounts (Omnicore).
- Instagram is currently used by only 71% of businesses (Omnicore).
- The United States has the greatest percentage of online stores with Instagram accounts in the world, at 86 percent. This contrasts to 81 percent for online retailers based in the United Kingdom and 75 percent for online stores based in Germany (Statista).
- Every month, the number of followers on business Instagram profiles grows by 1.46 percent (Hootsuite).
- Instagram is the most popular social media channel for brand followers (Marketing Charts).
- With 609.9 million mentions in 2020, LikeToKnowIt was the most talked brand on Instagram (Statista)
- At least one business is followed by 90% of Instagram users (Instagram).
- Instagram has helped 80 percent of users make purchasing decisions (Facebook).
- Businesses in all industries post four times every week on average (RivalIQ).
- The average number of postings per week for beauty, fashion, health, and media brands is above 6. (RivalIQ).
- 37% of men and women in the United States said they use Instagram to shop for holiday gifts (Tinulti)
- In comparison to other social media platforms, Instagram is preferred by 23% of worldwide shoppers for making purchases (Wunderman Thompson).
- Instagram purchases are made by 47% of American shoppers (Statista).
10. Statistics on Instagram Ads
- In the United States alone, Instagram produced $17.4 billion in ad income in 2020. (eMarketer).
- In the United States, Instagram’s ad income might reach $39.7 billion by 2023. (eMarketer).
- Instagram advertising account for 29% of marketers’ social media ad budget (Smartly)
- After seeing businesses and goods featured in Instagram advertising, 50% of users say they’re more interested in them.
- 63% of users prefer commercials shot on mobile devices to ads shot in a studio (Instagram).
- Photo is the most effective ad format on Instagram, according to 29 percent of marketing specialists (Hanapin Marketing).
- Marketers spend 97 percent of their advertising budget on social media (Hanapin Marketing).
- 69% of marketers spend a percentage of their ad money on Instagram (Hanapin Marketing).
- According to marketers, what are the biggest advantages of Instagram marketing? Increased visibility (88%), traffic (79%), and lead generation (69%) (Social Media Examiner).
- Instagram Reels advertising have a potential reach of 675.3 million users, according to Meta (DataReportal).
- The total ad reach of Instagram Reels is 45.7 percent (DataReportal).
- Instagram Reels’ ad audience is 53.9 percent male (DataReportal).
- Females account for 46.1 percent of the Instagram Reels audience (DataReportal).
11. Statistics about Instagram influencers
- The $1.7 billion Instagram influencer marketing sector (MediaKix).
- At least one social media influencer is followed by 43 percent of global customers (YouGov).
- Cristiano Rinaldo is the most influential person on the planet, with 401.2 million followers (Statista).
- Virat Kohli is India’s most popular influencer, with 136.2 million followers (HypeAuditor).
- Lifestyle influencers account for 11.59 percent of all Instagram users worldwide (Statista).
- Brand-sponsored Instagram posts totaled 6.12 million in 2020. (MediaKix).
- Around the world, 55.39 percent of Instagram influencers boost their follower or engagement counts falsely (Statista).
- Mega-influencers (followers of over one million) charge an average of $1,118 for each post (Statista).
- Macro-influencers (followers of 100,000 to one million) charge an average of $165 to $1,804 for each post (Statista).
- Influencers with under 100K followers charge anywhere from $10 to $296 for each post (Statista).
- Influencers with fewer than 15 thousand followers have the highest average engagement rates—3.86% (InfluencerMarketingHub)
Instagram will scale busineses
Instagram has proven to be an effective marketing platform for companies trying to increase their visibility and reach over time. We hope that these Instagram statistics for 2022 have provided you with some insight into why your business should invest in Instagram and given you some ideas for what to do next.
