34 Instagram Stats Entrepreneurs Have to Know in 2023

Instagram in 2023 is a shortly evolving social platform, with options altering and transferring and disappearing at a generally dizzying price.

Moderately than chasing platform updates from Meta, floor your self in arduous knowledge that reveals what precisely Instagram is true now and the way it’s more likely to change within the yr to return.

These 34 Instagram statistics paint an image of a platform with a shifting viewers that’s nonetheless holding its personal in a crowded social panorama. You’ll discover some helpful insights for planning your Instagram advertising technique this yr.

Normal Instagram stats

1. Instagram is the eighth most visited web site on the planet

In line with Semrush, primarily based on complete web site visitors, Instagram is likely one of the world’s high 10 most-visited web sites globally, with 4.25 billion complete visits per 30 days.

Importantly, whereas most customers login by way of the cell app, this stat is an efficient reminder that individuals could also be viewing your posts on their desktops or laptops, too. Which means you may’t rely on everybody seeing options which are solely obtainable within the app, like product tags. It’s value mentioning product names in your captions so net customers can observe them down in the event that they’re impressed to purchase.

2. Instagram is the ninth most-Googled search time period

Fb, Youtube and “climate” all beat out Instagram, however contemplating that Insta is primarily accessed by way of the app, that is a powerful quantity and extra proof that your viewers could be viewing your content material by way of a browser — whether or not a cell one or on their pc.

3. Instagram is the 4th most-used social platform

Solely Fb, Youtube and WhatsApp beat out Instagram by way of each day international energetic customers, as Instagram clocks in at a powerful 1.386 billion individuals.

For now, it’s beating out TikTok, Twitter, Pinterest and Snapchat, however 2023 shall be a yr of huge change, as TikTok is gaining floor quick.

4. Simply 0.1% of Instagram customers solely use Instagram

The probability that an Instagram consumer additionally has an account on one other social platform is 99.9%. 83% of Instagram customers, for instance, are Fb customers, whereas 56% are additionally on Twitter and 52% additionally use TikTok.

(Conversely, 81% of TikTokers additionally use Instagram.)

What does this imply for entrepreneurs? You’re doubtless reaching the identical individuals throughout completely different platforms. Be sure that your content material is exclusive, participating, and related for followers on every platform with a strategic cross-platform marketing campaign.

5. Instagram is the most-downloaded app on the planet

TikTok is available in at second place, adopted by Fb and WhatsApp. Contemplating the Instagram app has been round since 2010, that’s a powerful spot on the obtain charts.

Instagram consumer stats

6. Instagram has greater than 2 billion energetic month-to-month customers

We stated above that 1.386 billion use Instagram each day – however greater than 2 billion now use the platform month-to-month, in line with the newest Meta earnings name.

We’ll dive into how a few of the high demographics that make up that massive consumer base within the following Instagram customers statistics.

7. Instagram’s viewers is 52.2% male

And 47.8% feminine. (For now, female and male are the one gender choices obtainable for Meta reporting.)

This can be a change from earlier years, when the viewers was barely dominated by ladies. It’s an essential platform irrespective of which gender(s) you’re making an attempt to achieve.

8. 47% of American adults use Instagram

Pew Analysis discovered that almost half of Individuals aged 18+ use Instagram. And Forrester discovered that 40% of U.S. adults use Instagram at the very least weekly. Message to entrepreneurs: It’s not all about Gen Z. That stated…

9. Instagram is Gen Z’s favourite social platform

International web customers aged 16 to 24 want Instagram to all different social platforms — even rating it above TikTok. If that’s an age cohort you’re trying to attain, Insta is the place to be.

It’s additionally the favourite platform for ladies aged 25 to 34, though males in that cohort want Fb.

10. 61% of 12-to-17-year-olds use Instagram weekly

That’s a rise of 4 proportion factors from final yr. In the meantime, Fb use on this demographic is declining (to 40%), and TikTok use is rising quickest of all (to 69%).

Social media use is clearly shifting on this demographic, so if you happen to’re advertising to youngsters, you’ll want to remain in your toes. A strong social listening technique can assist.

11. India has probably the most Instagram customers on the planet

This can be a nice reminder that Instagram presents entry to a worldwide viewers, with 249 million customers logging in from India (adopted by the U.S. at 147 million).

Within the third place spot, you’ll discover Brazil, with 117 million customers, adopted by Indonesia and Turkey.

That is essential data when excited about learn how to outline your target market on Instagram, and how much content material to create.

Instagram utilization stats

12. Customers spend a mean of 11.7 hours/month on Instagram

It ranks fifth amongst social platforms, behind YouTube, TikTok, Fb, and WhatsApp. However irrespective of the way you slice it, that’s virtually half a day each month spent consuming content material on the platform.

13. Individuals spend 30.1 minutes per day on Instagram

That’s precisely tied with Fb, however behind TikTok, YouTube, Twitter, and Snapchat.

Supply: eMarketer

Let’s put that into context:

14. Instagram accounted for 17% of the time U.S. adults spent on social media in 2022

eMarketer expects this to develop to 18.6% in 2024. In 2022 Instagram nonetheless beat TikTok for proportion of time spent, however by 2024 they’ll be tied.

Supply: eMarketer

This chart reveals how shortly issues can change on the social media entrance, with TikTok popping out of nowhere. For now, TikTok’s positive factors appear to be coming from a lack of time spent on Fb, fairly than consuming into Instagram’s share (which continues to develop).

Nonetheless, it’s reminder that you must by no means turn out to be overly reliant on a single social platform or technique. Unfold your eggs over a number of baskets to assist future-proof your social advertising technique.

Instagram Story stats

15. The potential advert viewers on Instagram Tales is 996 million

For reference, you may doubtlessly attain 1.32 billion customers on the principle feed. Does that imply fundamental feed is a greater advert wager? Not essentially. All of it relies upon the place your viewers spends most of their time.

Instagram analytics can assist you determine whether or not Tales or fundamental feed posts get extra consideration out of your viewers. Whereas this isn’t the one issue to think about when planning Instagram advert placement, it’s a helpful knowledge level to have readily available.

16. Probably the most energetic manufacturers publish 17 Tales per 30 days

There’s an essential lesson right here for overworked social media managers: Give your self a break. If the most energetic manufacturers are posting tales about each different day, you may really feel assured saying no to a boss who expects each day Tales content material.

Instagram Reels stats

17. The potential advert viewers on Reels is 758.5 million customers

Once more, for reference, feed adverts can attain as much as 1.32 billion, and Tales adverts can attain as much as 996 million. Anticipate this to vary within the coming yr as Reels adverts turn out to be extra mainstream.

18. Folks reshare Reels 1 billion occasions a day by way of DMs

Via DMs! Darkish social is actual. Reels are effectively established as the perfect Instagram floor for getting in entrance of Instagram customers who don’t already comply with your account. That is simply one other method during which Reels can broaden your attain.

19. Reels take up 30% of the time individuals spend on Instagram

And this quantity is rising quick, up 50% from the 20% reported in Meta’s Q2 2022 earnings name. Should you don’t but have an Instagram Reels technique in place, make 2023 your yr to interrupt into the short-form Instagram video scene.

20. 21% of U.S. Gen Z adults use Reels weekly

Instagram Reels statistics for Gen Z use pale compared to the 53% of the identical demographic who use TikTok each week. But it surely’s nonetheless a considerable portion of younger individuals consuming short-form video on Instagram.

This, mixed with the Instagram consumer statistics above that confirmed substantial overlap between Instagram and TikTok audiences, means you may’t get away with simply posting your TikToks to Reels and hoping for the perfect. Simply to drive it residence once more, it’s all the time a finest apply to create distinctive content material for every platform.

21. Reels accounted for 5.4% of Instagram advert impressions between Thanksgiving and Cyber Monday

That’s nonetheless a small proportion, but it surely’s an astonishing improve from simply 0.9% throughout this extremely essential purchasing interval final yr. Reels adverts are nonetheless comparatively new and provide likelihood for experimentation and testing.

22. 15 of the highest 20 most used songs globally on Instagram Reels are by Indian artists

We stated above that India has extra Instagram customers than another nation, which actually contributes to this statistic.

Instagram analytics can assist you perceive the place your personal viewers is predicated. Don’t assume your followers all reside in the identical nation (and even continent) as you do, or that their cultural experiences are the identical as your personal.

Social is a worldwide medium, which is all of the extra purpose to create a various social staff inside your group.

Supply: Meta

Instagram stats for enterprise

23. Instagram is the #1 social media platform for individuals to attach with manufacturers

This stat comes from a Meta-commissioned Ipsos Advertising and marketing examine. The precise phrasing is “individuals surveyed stated Instagram is the #1 place to maintain up with their favourite manufacturers in comparison with different platforms.” What precisely this implies could also be open to interpretation, but it surely actually reveals that individuals interested by your model look forward to finding you on Instagram.

24. The typical Instagram enterprise account grows its followers by 0.98% every month

After all, this varies considerably by {industry}. Listed here are some industry-specific Instagram follower progress stats benchmarks:

• Training: 0.03%
• Leisure and media: -1.59%
• Monetary providers: -0.07%
• Meals and beverage: -0.88%
• Actual property: -0.06%
• Retail: -0.37%
• Journey/hospitality/leisure: 0.33%

Discover that progress is detrimental proper now for a lot of industries – so don’t be alarmed if you happen to’ve seen your personal follower rely drop a bit in current months. To counteract the pattern, take a look at our ideas for rising your Instagram followers right here.

25. Enterprise accounts publish a mean of 1.71 feed posts a day

To interrupt that down: for the typical Instagram Enterprise account, 48.9% of all fundamental feed posts are pictures, whereas 31.8% are movies and 19.3% are carousel posts.

It’s value noting that the share of video posts virtually doubled from 16.3% final yr. Should you’re nonetheless targeted solely on pictures when posting on Instagram, it might be time to modernize your content material technique.

26. The common engagement price on Instagram enterprise account posts is 0.54%

That skews a bit larger on video posts (0.61%) and a bit decrease on pictures (0.46%), however if you happen to’re beating that benchmark of 0.54%, pat your self on the again.

Apparently, engagement price modifications together with a model’s Instagram follower stats. As manufacturers develop their followers, engagement charges sometimes dip. Our digital developments report revealed the that enterprise accounts with fewer than 10K followers loved larger engagement charges than manufacturers with 100K+ followers.

On the lookout for inspiration to develop your engagement past that? We’ve bought you coated with Instagram engagement ideas proper right here.

27. 35% of Instagram customers will make a purchase order on the platform in 2023

That’s simply behind Fb and TikTok, each of which can see a purchase order proportion of 37%.

However percentages don’t inform the entire story due to the various consumer numbers for every platform. Right here’s the way it breaks down by way of precise individuals making purchases on every social community:

Supply: eMarketer

Remember that buying behaviors additionally differ by demographic. For Gen Z, Instagram is the high social commerce platform.

28. 15% of U.S. buyers begin their on-line purchasing searches on Instagram

TikTok made information this yr as the popular search engine amongst youthful Web customers. However for now, Instagram nonetheless ranks larger as a platform for beginning a web based purchasing search. For comparability, TikTok is the platform of alternative for 11% of Individuals starting their purchasing searches.

29. Instagram accounts for 7.51% of net visitors referrals from social media

Which may not sound like loads, but it surely’s really the third-ranked platform behind Fb and Twitter. (Fb is the runaway chief on this class with 71.64%.)

The extra essential element right here is that Instagram’s share of net visitors grew 88.2% final yr, whereas Fb’s shrank 0.8%. Instagram used to have an actual scarcity of how to hyperlink out to web sites, however that’s dramatically modified with purchasing options like hyperlink stickers and tags. Look ahead to this determine to proceed to develop.

30. Solely 25% of Instagram customers assume the the platform protects their privateness and knowledge

That’s a big drop from 41% in 2020. Oddly, provided that Instagram falls below the Meta umbrella, it’s nonetheless trusted by extra individuals than Fb (18%).

That is essential for entrepreneurs as a result of belief is a crucial component of social commerce.

Not surprisingly, the share of people that say they really feel protected utilizing the platform can also be dropping, from 50% in 2020 to 36% in 2022. That places it about in the course of the pack relating to social belief.

Supply: eMarketer

Instagram advert stats

31. 61% of Instagram’s promoting viewers is aged 18 to 34

Listed here are the specifics of the way it breaks down by age and gender.

32. Instagram adverts can attain 76% of the inhabitants aged 13+ in Turkey

That’s the very best advert penetration on the planet, adopted by 66.5% in Argentina and 65.9% in Brazil.

For comparability, Instagram’s advert penetration within the U.S. is 51.4%. The UK and Canada are available at 51.9% and 49.4%, respectively.

But once more we see that whereas Instagram is a worldwide medium, it’s not the identical across the globe.

33. Instagram’s advert income is predicted to be $50.58 billion in 2023

That’s nonetheless behind Fb’s $71.32 billion, however Instagram’s share of the Meta promoting pie is growing steadily.

That’s as a result of Fb’s advert revenues are falling, whereas Instagram’s proceed to extend. eMarketer predicts Instagram’s advert income will develop 12.1% this yr whereas Fb’s falls 1.2%.

Supply: eMarketer

34. Instagram adverts’ CPM elevated 17% in Q3 2022

Within the final two years, they elevated 55%.

It’s getting dearer to achieve your viewers by way of Instagram, which makes it ever extra essential to know your viewers and take advantage of the obtainable advert focusing on choices.

Save time managing your Instagram presence utilizing Hootsuite. From a single dashboard, you may schedule and publish Instagram posts, Tales, and Reels, reply feedback and DMs, observe efficiency, and run all of your different social media profiles. Strive it free at the moment.

Get Began