Instagram is a photo and short video sharing social network. It was founded in 2010 by software engineer Michel Krieger and computer programmer and former Google-employee Kevin Systrom. The iOS release took place in October 2010, and the Android in April 2012.

The idea for Instagram came when Systrom was holidaying with his partner in Mexico in 2010. He and Krieger had a developed a multi-feature social platform called Burbn, focused on location sharing. He was contemplating adding photo sharing to the platform.



His partner, however, protested that the photos taken on her iPhone 4 were not of a standard to share. Systrom’s solution was to apply filters to the pictures – which quickly became Instagram’s key selling point.

It quickly became apparent that the best course would be to pare down Burbn, which had already attracted $500,000 in seed funding, to focus on this element. Thus, Instagram was born.

In April 2012, it was sold to Facebook for $1 billion. Systrom remained on as CEO until 2018, when Krieger (head of engineering) also left the company.

Instagram was a hit – rapid gathering users to become one of the world’s biggest and most-influential social media platforms. By June 2018, the platform had hit 1 billion monthly active users

To the initial photo-focused functionality was added video sharing in 2013, and then Instagram Stories in 2016, which allows users to upload a short series of photos, which are deleted after 24 hours.

The latter may have been pilfered from Snapchat, but in terms of sheer user numbers it soon left its rival in the dust – with Stories alone boasting twice as many daily active users as its rival counts in total (500 million to 249 million).

Instagram has played a central role in 21st century popular culture, with popular users dubbed ‘influencers’. The name is apt, with followers of these popular users (the Kardashian klan in particular are synonymous with the platform) certainly being, well…influenced.

Instagram, consequently has become an important marketing platform. There is a dark side to this, of course. Aspiring to the perfect bodies and lives depicted in heavily-filtered and carefully-curated Instagram posts is potentially damaging to the mental health of those without the means to recreate what they see. Nonetheless, it has become central to many brands’ strategies.

There are a lot of Instagram stats out there – some of them wildly fluctuating. We’ve gathered a good proportion of them for you below. Read on if you want to learn who uses Instagram, the most successful brands and the most-followed users, how much marketers are investing in the platform, and much, much, more.

We’ll start with raw figures (under Key Statistics), with analysis following beneath.

Table of Contents

Instagram Overview and Key Statistics

Instagram User Statistics

Instagram Usage Statistics

Instagram Influencer Statistics

Instagram Influencer Marketing Statistics

Brands on Instagram

Shopping on Instagram

Instagram Revenue Statistics

Instagram Overview 

LaunchedOctober 2010
Parent companyFacebook (Since April 2012)
HQMenlo Park, California
Key peopleKevin Systrom (cofounder), Mike Krieger (cofounder), Adam Mosseri (Head of Instagram)
Company typePublic (NASDAQ:FB)
IPO date18 May 2012

Key Instagram Statistics

  • 1 billion Instagram users (official statistics), 1.16 billion estimated as of Q3 2020 (Hootsuite/We Are Social)
  • 500 million daily active users of Instagram Stories (official statistics)
  • Gender split of Instagram users estimated at 51% female to 49% male (Hootsuite/We Are Social)
  • 70% of Instagram users are under 35 (Hootsuite/We Are Social)
  • Cristiano Ronaldo is the most-followed person on Instagram, with 244 million followers in December 2020 (Social Blade)
  • After Instagram (382 million followers), National Geographic is the most-followed brand on Instagram, with 147 million followers as of December 2020 (Social Blade)
  • Fashion accounts for 25% of brand interactions on Instagram (Socialbakers)
  • 39% of brands spend over 20% of their marketing budget on influencer marketing (Influencer Marketing Hub)
  • Brands in the US and Canada spent $1.35 billion on influencer marketing in 2019, with Fashion Nova alone spending $40 million (Instascreener)
  • Instagram estimated to have brought in $20 billion in ad revenue in 2019, against total Facebook ad revenue of $70 billion (Bloomberg)

Jump to:

Key Instagram User Statistics

Key Instagram Usage Statistics

Key Instagram Brand Statistics

Key Instagram Influencer Statistics

Key Instagram Revenue Statistics

Other Key Instagram Statistics

Key Instagram User Statistics

Instagram users

Date (month/year)Monthly active users, millions
Jan-1390
Feb-13100
Jun-13130
Sep-13150
Mar-14200
Dec-14300
Sep-15400
Jun-16500
Dec-16600
Apr-17700
Sep-17800
Jun-181000

Source: various

Instagram users vs other top social apps

App nameMonthly active users, billions
Facebook2.7
YouTube2
WhatsApp2
Facebook Messenger1.3
WeChat1.21
Instagram1.16*
TikTok0.79
QQ0.65
Douyin0.6
Sina Weibo0.52

*estimated

Source: Hootsuite/We Are Social

Instagram users vs other Facebook apps

App nameMonthly active users, billions*
Instagram1
Facebook2.7
WhatsApp2
Messenger1.3

*official stats, latest as of Q3 2020

Source: Facebook

Instagram Stories users

Date (month/year)Daily users, millions
Oct-16100
Jan-17150
Apr-17200
Jun-17250
Oct-17300
Jun-18400
Jan-19500

Source: various

Instagram users by country

CountryMonthly active users, millions
US140
India120
Brazil95
Indonesia78
Russia54
Turkey44
Japan37
Mexico31
UK28
Germany25
Italy24
France22
Argentina20
Spain20
South Korea16

Source: Hootsuite/We Are Social

Instagram penetration by country, top markets

CountryPercentage of Instagram users among total internet users aged 16-64
Turkey88%
Indonesia86%
Brazil84%
Argentina80%
Malaysia76%
Saudi Arabia76%
Portugal74%
Nigeria74%
Mexico72%
Egypt70%
Philippines70%
Kenya69%
UAE69%
Sweden69%
India67%
Thailand67%
Spain67%
Italy67%
South Africa67%
Singapore64%

Source: GlobalWebIndex

Instagram penetration by country, other key markets

CountryPercentage of Instagram users among total internet users aged 16-64
Germany63%
Hong Kong62%
Russia61%
South Korea59%
US56%
Australia56%
Canada56%
UK53%
France50%
Japan39%

Source: GlobalWebIndex

Instagram penetration levels among US adults

Date (month/year)Percentage of US adults using Instagram
Aug-129%
Dec-1211%
Sep-1314%
Sep-1421%
Apr-1524%
Apr-1628%
Jan-1835%
Feb-1937%

Source: Pew Research Center

Instagram users by age and gender

All usersFemaleMale
All ages51%49.1%
13-177.1%3.6%3.5%
18-2429.6%13.9%15.7%
25-3433.1%16.5%16.6%
35-4415.9%8.6%7.3%
45-548.3%4.8%3.5%
55-643.8%2.3%1.5%
65+2.3%1.3%1%

Source: Hootsuite/We Are Social

Instagram US demographics

DemographicPercentage of Instagram users/demographic
Men31%
Women43%
White33%
Black40%
Hispanic51%
Aged 18-2475%
Aged 25-2957%
Aged 30-4947%
Aged 60-6423%
Aged 65+8%
Household income: <$30,00035%
Household income: $30,000-$74,99939%
Household income: $75,000+42%
Educated to: High school or less33%
Educated to: Educated to: Some college37%
Educated to: College +43%
Urban base46%
Suburban base35%
Rural base21%

Source: Pew Research Center

Instagram users’ top interests

InterestPercentage of users interested
Travel45%
Music44%
Food & Drink43%
Fashion42%
Movies41%
Health & Fitness35%
Technology32%
Skin care/Cosmetics30%
Sports30%
News28%

Source: Facebook

Distribution of Instagram users by follower count

Follower countPercentage of users
<100052.35%
1000-10,00037.41%
10,000-500,0009.76%
500,000+0.5%

Source: Hubspot

Most-followed Instagram accounts (individuals)

Account ownerFollowers, millions
Cristiano Ronaldo244
Ariana Grande208
Dwayne ‘The Rock’ Johnson205
Kylie Jenner202
Selena Gomez196
Kim Kardashian West192
Lionel Messi170
Beyoncé157
Justin Bieber152
Neymar Jr144
Kendall Jenner143
Taylor Swift141
Jennifer Lopez134
Khloé Kardashian123
Miley Cyrus117
Katy Perry108
Kourtney Kardashian104
Kevin Hart100
Demi Lovato94
Ellen DeGeneres92

*as of December 2020

Source: Social Blade 

Key Instagram Usage Statistics

Instagram users who use app multiple times per day, by age

AgePercentage using app multiple times daily
18-2467%
25-3460%
35-4449%
45-5443%
55+31%

Source: Facebook

Instagram users who use app multiple times per day, by generation

GenerationPercentage using app multiple times daily
Gen Z67%
Millennials57%
Gen X38%
Baby Boomers21%

Source: GlobalWebIndex

Average daily time spent on Instagram

SourceAge/yearTime, minutes
FacebookUsers aged 2532
Users aged 25+24
eMarketer*201622
201725
201826
201927
202028
202129
Recode*53

*US users

Source: Facebook/eMarketer/Recode

Instagram average daily usage/visits

SimilarWebAlexa
Time7:468:48
Pageviews11.059.71

*SimilarWeb stats refer to visits, Alexa to daily usage. Stats pulled December 2020.

Source: Alexa/SimilarWeb

Percentage of Instagram users who have used features

FeaturePercentage of users
Watched a video clip38%
Created/viewed a story27%
Watched IGTV23%
Used live feature11%

Source: GlobalWebIndex

Percentage of Instagram users who have viewed content types

Content typePercentage of users
Photos from brands68%
User content67%
Videos from brands66%
Influencer photos63%
Celebrity videos62%
Influencer videos62%
Celebrity videos61%

Source: Facebook

Percentage of users sharing content types on Instagram vs other platforms

InstagramFacebookTikTok
Funny videos42%36%48%
Personal news/updates43%40%47%
Memes34%29%39%
Coronavirus news26%25%28%
Influencer posts16%13%24%
Brand posts14%11%21%
Non-coronavirus news21%19%21%
Brand/product recommendations15%12%21%

Source: GlobalWebIndex

Proportion of users who use Instagram as news source vs overall penetration among internet users by country

CountryNews usersOverall users
UK3%30%
Austria9%30%
Belgium8%28%
Bulgaria12%31%
Croatia10%37%
Czechia9%26%
Denmark7%37%
Finland7%40%
France9%27%
Germany6%25%
Greece16%46%
Hungary7%31%
Ireland11%35%
Italy17%48%
Netherlands9%32%
Norway8%46%
Poland12%34%
Portugal14%47%
Romania12%35%
Slovakia8%25%
Spain17%47%
Sweden10%49%
Switzerland11%33%
Turkey41%66%
US8%30%
Argentina23%55%
Brazil30%61%
Canada10%35%
Chile28%55%
Mexico13%39%
Australia9%35%
Hong Kong16%39%
Japan3%21%
Malaysia20%47%
Philippines12%36%
Singapore16%51%
South Korea9%38%
Taiwan8%28%
Kenya26%56%
South Africa17%43%

Source: Reuters

Proportion of 18-24 year olds using Instagram as a news source by country

CountryPercentage of users
UK24%
US26%
Germany38%
Spain26%
South Korea10%
Argentina49%

Source: Reuters

Most-liked posts on Instagram, as of December 2020

AccountContentLikes, millions
Chris GodfreyEgg54.9
XXXTentacionFinal post before death22.4
Cristiano RonaldoIn remembrance of Diego Maradona19.5
Chadwick BosemanAnnouncement of death19.1
Kylie JennerPhoto of newborn daughter18.5
Jennifer AnistonFriends cast16.3
Lionel MessiIn remembrance of Diego Maradona16.2
Kylie JennerWishing Travis Scott happy birthday15.9
TentreePlanting trees in Indonesia15.5
LeBron JamesIn remembrance of Kobe Bryant15.4

Source: various

Median post engagement on Instagram by content format

Content typeLikesComments
Carousel288282
Image4420106
Video349994

Source: Hubspot

Key Instagram Brand Statistics

Most-followed brands on Instagram

BrandFollowers, millions
Instagram382
National Geographic147
Nike123
Real Madrid94
FC Barcelona92
Victoria’s Secret69
UEFA Champion’s League67
NASA62
9GAG55
NBA53

*as of December 2020

Source: Social Blade

Brand content on Instagram by content type

SocialbakersLocowise
Images67.7%59%
Video15.4%14.9%
Carousels17%26.1%

Source: Socialbakers/Locowise via Hootsuite/We Are Social

Instagram brand account engagement rate by post format

Post formatEngagement rate
Overall0.96%
Images1.03%
Videos0.75%
Carousels0.86%

Locowise via Hootsuite/We Are Social

Instagram brand account engagement rate by follower count

Post formatEngagement rate
<10,0001.55%
10,000-100,0000.99%
100,000+0.62%

Locowise via Hootsuite/We Are Social

Instagram brand interactions by industry

IndustryPercentage of total interactions, Q3 2020
Fashion24.7%
Ecommerce20.3%
Beauty11.1%
Auto9.4%
Retail9.2%
Electronics5%
Services4.1%
Sporting Goods3.7%
Others12.4%

Source: Socialbakers

Values ascribed to brands on Instagram by users

ValuePercentage of users ascribing value
Popular78%
Creative77%
Entertaining76%
Relevant74%
Community focused72%

Source: Facebook

Qualities sought by users in branded content on Instagram

QualitiesPercentage of users seeking value
Fun/entertaining55%
Real/authentic53%
Creative53%
Informative51%
Personally relevant46%
Inspiring/uplifting45%
Beautifully produced36%

Source: Facebook

Actions taken after seeing product/service on Instagram

ActionPercentage of users taking action
Searched for more information79%
Visited brand website/app65%
Made a purchase46%
Visited a retail store37%
Followed brand account31%
Spoke to someone about brand29%

Source: Facebook

Actions taken after seeing product/service on Instagram

ActionPercentage of users taking action
Discover new products/services83%
Research products/services81%
Decide whether to buy products/services80%

Source: Facebook

Instagram CTR

Instagram StoriesInstagram Feed
Q2 20200.230.33
Q3 20200.240.33

Source: Socialbakers

Key Instagram Influencer Marketing Statistics

Marketers planning to use Instagram for influencer marketing in 2021 vs other platforms

Influencer marketing platformPercentage of marketers
Instagram55%
YouTube58%
online ads43%
TikTok35%
Tv ads29%
OOH ads20%
Twitch20%
Triller10%

*in the US, UK, and Germany

Source: Takumi

Marketers who believe Instagram offers best influencer marketing ROI vs other platforms

Influencer marketing platformPercentage of marketers
Instagram18%
Online ads21%
YouTube18%
Tv ads10%
TikTok6%

Source: Takumi

Percentage of influencers active on Instagram vs other key social channels by country

USUKGermany
Instagram100%97%100%
TikTok14%33%
Pinterest38%9%
Twitch19%17%23%
Triller10%8%11%

Source: Takumi

Users interacting with influencers on Instagram, vs other social channels

Influencer platformPercentage of users
Instagram37%
YouTube47%
Pinterest17%
Snapchat15%
TikTok14%
Twitch8%
Triller2%

*in the US, UK, and Germany

Source: Takumi

Proportion of consumers* who think Instagram influencer marketing is most likely to lead to purchase vs other social channels

Influencer  channelAllConsumers aged 16-24
Instagram1125
Tv ads21
YouTube1621
Online ads812
TikTok4

*in the US, UK, and Germany

Source: Takumi

Users interacting with influencers weekly on Instagram, vs other channels

Influencer channelProportion of users engaging weekly
Instagram94
YouTube95
TikTok95
Instagram94
Snapchat92
Pinterest87
Twitch83
Triller75

*in the US, UK, and Germany

Source: Takumi

Average Instagram influencer engagement rate by follower count

Follower countEngagement rate
1-5k5.6%
5-20k2.43%
20k-100k2.15%
100k-1m2.05%
1m+1.97%

Source: HubSpot

Instagram influencer engagement rate by follower count, vs other platforms

Follower countInstagramTikTokTwitter
<10007.2%9.4%1.4%
<50005.3%8.6%1.2%
<10,0003.7%8.1%0.6%
<100,0002.1%7.2%0.4%
100,000+1.1%5.3%0.3%

Source: Influencer Marketing Hub

Instagram influencer engagement rate by follower count, vs other platforms

Follower countInstagramYouTubeFacebookTwitter
Nano (1-10k)4.4%6.7%0.42%0.17%
Micro (10-100k)2.4%6.2%0.13%0.04%
Medium (100k-1m)1.8%5%0.03%0.02%
Mega (1m+)0.7%4%0.01%0.01%

Source: CreatorIQ via  Influencer Marketing Hub

How much do brands spend on influencer marketing?

Proportion of marketing budgetProportion of brands
<10%22%
10-20%39%
20-30%23%
30-40%7%
40%+9%

Source: Influencer Marketing Hub   

How much do brands spend on influencer marketing?

Proportion of marketing budgetProportion of brands
0-10%34%
11-20%20%
21-30%11%
31-40%10%
41-50%8%
51-60%4%
61-70%4%
71-80%1%
81-90%2%
91-100%6%

Source: Mediakix

How many influencers do brands work with?

Influencers worked with over past yearProportion of brands
0-1051%
10-5028%
50-10013%
100-10005%
1000+3%

Source: Influencer Marketing Hub

Most-expensive influencers by average post cost

InfluencerAverage post cost, USD thousands
Dwayne Johnson1015
Kylie Jenner986
Cristiano Ronaldo889
Kim Kardashian858
Ariana Grande853
Selena Gomez848
Beyoncé Knowles770
Justin Bieber747
Taylor Swift722
Neymar Jr704

Source: HopperHq

Most-effective brand influencers in Q3 2020

InfluencerFollowers, thousandsInteractions, thousands
Mridul Sharma98.61247.3
Julie Ferrat165.71024
Pamela Pedroza13.5591.5
Kanaan Pitan54.7483
Lauren Kettering843.98077.8
Samira Ahmed106.2604.6

*effectiveness measures number of followers, interactions per followers, and posting activity.

Source: Socialbakers

Instagram influencer marketing: Most and least effective industries

IndustryAverage interactions vs brand post
Health Care4.2x
Finance3.9x
Telecom3.8x
Accommodation2.7x
Auto0.6x
Sporting Goods0.4x
Airlines0.2x

Source: Socialbakers

Most-affected influencer categories, first months of coronavirus pandemic

CategoryInfluencers mentioning 16 March 2020Influencers mentioning 18 May 2020% Change
Insurance1650188214.1%
Mobile phones11,07611,5734.5%
Recipes20,80221,7354.5%
Televisions263127183.3%
Politics15,19015,4111.5%
Environmentalism21312,1611.4%
Healthcare78,69479,6011.2%
Newspapers28,13528,2580.4%
Baking658666000.2%
Engineering29,64829,571-0.3%
Parties41,62626,829-35.6%
Sunglasses36082663-27.0%
Music festivals32252443-24.3%
Performing arts17,65313,377-24.2%
Vacations18,53114,284-22.9%
Wine56614577-19.2%
Live events137,115111,187-18.9%
Hotels15,86312,935-18.5%
Seafood16671366-18.1%
Nightclubs56474641-17.8%

Source: Socialbakers

Brands most mentioned by Instagram influencers, Q3 2020

BrandsMentionsInfluencers
Ideal of Sweden19491301
Walmart1068720
Pretty Little Thing1018351
Question Nutrition616286
Michelob Ultra395271
L’Oréal Paris327257

Source: Socialbakers

Total US & Canada influencer spend by quarter, USD millions

Q1 2018163
Q2 2018171
Q3 2018174
Q4 2018235
Q1 2019265
Q2 2019314
Q3 2019340
Q4 2019434

Source: Instascreener via Jay Jay Ghatt

Brands with most fake follower interactions, Q3 2019

Brand Proportion of fake interactions
Febreze54%
Baby Einstein51%
Carefree Liners51%
Wines of Sicily50%
Albion Fit48%
Disneyland47%
Kroger46%
Ellie Activewear46%
Green Chef45%
Zappos45%

Source: Instascreener via The Drum

Top brands by influencer marketing spend in 2019, USD thousands

Fashion Nova40072
Flat Tummy Co13586
Ciroc11837
Walmart9378
PrettyLittleThing7653
Luc Belaire & Bumbu6766
Carolina Lemke6237
BOOMBOD5980
Calvin Klein5370
SugarBearHair5073

Source: Instascreener via Aaron McClendon

Key Instagram Revenue Statistics

Estimated Instagram net* ad revenue as a share of Facebook ad revenue

YearInstagram ad revenue, USD billionsNon-Instagram ad revenue, USD billionsTotal Facebook ad revenue,USD billions
20161.6110.6312.24
20173.2214.217.42
20186.1817.4823.66
20199.0819.4428.52
202012.3221.3933.71
202115.6523.7839.43

*after traffic acquisition costs paid to partner sites, US only

Source: eMarketer

Instagram ad revenue as a share of total Facebook revenue

2019 Instagram ad revenue, USD billions2019 Facebook ad revenue, USD billionsTotal 2019 Facebook revenue, USD billions
207071

Source: Bloomberg

Instagram funding rounds

SeriesDateAmountLed by
Seed roundOctober 2010$0.5 millionChris Sacca, Baseline, Andreessen Horowitz
Series AFebruary 2011$7 millionBenchmark
Series BApril 2012$50 millionSequoia

Source: Crunchbase

Other Key Instagram Statistics

  • Instagram MAUs estimated at 1.15 billion in October 2020 (Hootsuite/We Are Social)
  • 51% of the global Instagram user base are female, 49% male (Hootsuite/We Are Social)
  • 69% of global internet users in selected markets are Instagram users, 66% are users (GlobalWebIndex)
  • Instagram downloaded 425 million times in 2019, putting it fifth in terms of overall downloads (Sensor Tower)
  • Around 135 million Instagram downloads in Q3 2020, following on from 140 million in Q2 2020, again putting it fifth in terms of global downloads (Sensor Tower)
  • Instagram was the fourth most-downloaded app of the 2010s (App Annie)
  • 25% of US teenagers say Instagram is their favourite social media, down from 35% in 2019 after being overtaken by TikTok (Marketing Charts)
  • 84% of US teens use Instagram (Marketing Charts)
  • 41% of Instagram users don’t watch television on any sort of regular basis (Facebook)
  • Only 7 millions downloads of IGTV in the first 18 months (TechCrunch)
  • 26% of Millennial and Gen Z internet users in the US/UK use Instagram Live (GlobalWebIndex)
  • 95 million pictures posted to Instagram every day as of June 2016 (Wired)
  • Average users posts to their main feed once per day (Locowise via Hootsuite/We Are Social)
  • Average Instagram post has 10.7 hashtags, though 50% of posts use fewer than six (HubSpot)
  • Most-used hashtag is #love, with over 2.1 million uses (in an analysis of 80 million posts), followed by #photography and #instagood, with a little under 1.5 million each (HubSpot)
  • Hashtag with highest average engagement is #tbt, with nearly 400 interactions, followed by #hair (just under 350), and #dance (~275) (HubSpot)
  • Median Instagram brand profile interactions per posts are 188 for carousels, ~140 for imagines, and ~95 for video (Socialbakers)
  • Rupert Grint reached 1 million followers in 4 hours 1 minute, the current record for reaching this milestone (Guinness World Records)
  • Influencer marketing industry worth $9.7 billion in 2020 (Influencer Marketing Hub)
  • Most-followed demographic influencer demographic is females aged 25-34, who claim nearly 25% of Instagram influencer followers (Socialbakers)
  • Female influencers aged 18-34 claim over 50% of influencer interactions and 45% of influencer followers (Socialbakers)
  • More than 90% of influencer marketing campaigns use Instagram (Influencer Marketing Hub)
  • 10.6% increase in number of influencers using of #ad hashtag between Q3 2019 and Q3 2020; 30% decline between April 2019 and April 2020; 60% increase registered between Q3 2018 and Q3 2019 (Socialbakers)
  • 33.3% influencers working with brands have fewer than 10,000 followers; these XS influencers account for 31.9% of posts using #ad (Socialbakers)
  • 93.9% of brand partnerships are with influencers with fewer than 100,000 followers; this varies between regions: from 92.3% in North America to 95.9% in Latin America (Socialbakers)
  • 15% of macro influencers (over 1 million followers) use #ad, compared to only 1.3% of micro influencers (under 10,000 followers) (Socialbakers)
  • 17% of Instagram users have clicked on a brand tagged by a brand/seller (GlobalWebIndex)
  • 14% of Instagram users have clicked on a sponsored post (GlobalWebIndex)
  • Median Instagram post engagement levels for branded posts is 1.6%, say Sprout Social (Sprout Social)
  • Trust Insights reports average engagement levels of 0.9% for branded content (Trust Insights)
  • Iconosquare give a more positive 4.7% engagement level for branded content (Iconosquare)
  • InfluencerDB pegs sponsored post engagement at 2.4% (InfluencerDB)
  • InfluencerDB finds 8.8% engagement for influencers with under 1,000, and 3.6% for those with over 1,000 (InfluencerDB)
  • Average Instagram brand campaign uses 726 influencers (InfluencerDB)
  • 78% of Millennials claim to be indifferent or averse to celebrity endorsements (eMarketer)
  • More 16-24-year-olds in the US, UK, and Germany (23%) believe Instagram is the social media channel most representative of society than any other (Takumi)
  • Fashion influencers account for 25% of sponsored posts (Socialbakers)
  • Somewhere between 80-91% of marketers believe influencer marketing is effective, depending on who you ask… ( Mediakix/Influencer Marketing Hub)
  • 72% of brand representatives believe that influencer marketing results in higher quality leads (Influencer Marketing Hub)
  • 66% of brands planned to increase their influencer marketing spend in 2020 (Influencer Marketing Hub)
  • 47% of influencer marketing spend goes on micro influencers, with 23% spent on celebrity influencers (Influencer Marketing Hub)
  • 87% of marketers say Instagram is important to their marketing strategy (Influencer Marketing Hub)
  • Marketers can make $5.20 for every $1 invested in influencer marketing (Influencer Marketing Hub)
  • 17% of marketers spend over 50% of their budget on influencer marketing (Mediakix)
  • 60% of marketers will spend over 50% of their influencer marketing budget on Instagram (Mediakix)
  • Global spend on influencer marketing is predicted to be worth somewhere between $5 billion and $10 billion by 2020 – rising as high as $15 billion by 2022 (Mediakix)
  • Daniel Wellington was the most influencer mentioned brand over 2018, with 20,000 mentions from over 7,000 influencers (using the #ad hashtag) – one post from Kylie Jenner was interacted with 4.6 million times (Socialbakers)
  • In Q3 2020, influencers posts mentioning BT were interacted with more than 175,000 times more than posts originating from the brand (Socialbakers)
  • In 2019, $255 million of total $1.4 billion influencer marketing spend on Instagram went on fake followers (Instascreener via Digiday)
  • Only 11.1% of marketers would choose Instagram as the most data secure channel (Takumi)
  • 66% of people say they use Instagram specifically to interact with brands; 53% see they would follow a brand for its content alone (Facebook)
  • Nike Football was the brand account with the most interactions over 2018, with 2 million
  • 2 million advertisers use Instagram on a monthly basis (Talkwalker via Marketing Dive)
  • Number of advertisers using Story ads at 4 million (TechCrunch)
  • 3 million of Facebook’s total advertisers use Facebook, Instagram, and Messenger Stories combined (TechCrunch)
  • Between Q1 2019 and Q3 2020, Instagram main feed ads accounted 18.7-21.2% of ad spend (Socialbakers)
  • 10.4% of Facebook ad spending went on Stories in Q3 2020, and 17.5% in main feed ads  (Socialbakers)
  • Audience size of 50 biggest brands 35% larger on Instagram than Facebook, with engagement 22x greater; despite this, only 38.1% of brands posts are made on Instagram (Socialbakers)
  • In Q3 2020 Instagram feed ad CPC fell by 20.1% year-on-year, and Stories by 15.2% (to around $0.45 and $0.38) and ; Q2 saw a 37% decline in both (Socialbakers)
  • In Q3 2020, Instagram feed ad CPM fell by 11.9%, and stories by 8.4% (to around $1.40 and $0.75); Q2 saw a 28% decline in both (Socialbakers)
  • CPC for Instagram feed ads is around $0.45, and for Stories $0.38 (Socialbakers)
  • CPM for Instagram feed ads is around $1.40, and for Stories around $0.80 (Socialbakers)
  • It is estimated that Instagram brought in $2 billion in ad revenue in Q2 2018; this was predicted to reach as much as $7 billion by Q4 2020 (Recode)
  • Instagram ad revenue as a share of Facebook ad revenue was predicted to rise from 9% in 2017 to 30% by 2020 (Recode)
  • Instagram valued at $100 billion by Bloomberg in 2018 (Bloomberg)

Instagram User Statistics

In June 2018, Instagram users hit the 1 billion mark. This would make it the third most-populous country in the world, after China (1.44 billion) and India (1.38 billion). Or to put it another way, the Instagram user base is equal to the entire population of the Americas.

We have not heard any further updates from Instagram for a little while, so we might assume that monthly Instagram user levels have stayed at around this level. Certainly, saturation may well kicked in at this stage. Hootsuite and We Are Social estimated Instagram user numbers to be at 1.16 billion as of October 2020.

If we discount messenger apps, including the multifaceted (and China-focused) WeChat, this puts Instagram behind only parent site Facebook and YouTube in terms of active users. We might note, however, that if we add TikTok and Douyin users together, the figure would be in excess of Instagram’s MAU figure.

Instagram MAUs vs other top apps, billions

In the below graphic, we can see how the user base has grown since 2013. Growth has been consistently strong though this five-and-a-half-year period. The 100 million Instagram user mark was crossed in February 2013. This had risen to 500 million by June 2016, before doubling over the next two years to reach the current 10-figure point.

The 1 billion figure remains the latest official Instagram statistics related to MAUs as December 2020.

Instagram MAUs, January 2013 – June 2018, millions

Going by the 1 billion figure, Instagram has the smallest user base of four major names in the Facebook family of apps.

Instagram MAUs vs other Facebook apps, billions

According to Instagram, over 500 million accounts use Stories on a daily basis. Instagram Stories was introduced in August 2016. These Instagram Stories statistics date back to Q4 2018 – so may well have fluctuated since this point.

It only took until January 2017 for Instagram Stories users to outstrip Snapchat’s entire userbase.

Instagram Stories DAUs, Aug 2016 – January 2019, millions

Instagram users by country

The largest single constituency of Instagram users in a single country can be found in the US, with 140 million users. So far, so predictable – but Instagram’s success is truly international. India (120 million Insta users), Brazil (95 million), Indonesia (78 million), and Russian (54 million) round out the top-five. Clearly the appeal of nicely filtered photos truly transcends national boundaries.

But if that makes it sound like Instagram users are concentrated across emerging app markets, its popularity in Japan (37 million), the UK (28 million), and Germany (25 million) confirms that this is not the case.

Indeed, Instagram’s universal popularity means that many of countries in the top-15 by Instagram MAUs are there by virtue of the size of their populations.

Instagram MAUs by country, top-15, millions

Focusing on internet users aged 16-64, GlobalWebIndex statistics show that the highest level of Instagram penetration can be found in Turkey, at 88%.

Elsewhere, we see particularly high levels of Instagram penetration in Latin America (84% in Brazil, 80% in Argentina, 72% in Mexico), and Southeast Asia (86% in Indonesia, 76% in Malaysia, 70% in the Philippines).

We also high penetration levels in emerging regions, such as the Middle East (76% in Saudi Arabia and 69% in the UAE) and Africa (74% in Nigeria, 69% in Kenya, 67% in South Africa). In a sign of Instagram’s wide appeal, we also see several European markets featured in the top-20,  led by Portugal on 74% and Sweden on 69%.

Top-20 countries by Instagram penetration (eligible reach), 2020, percent