34 Instagram Stats Marketers Need to Know in 2023


Instagram in 2023 is a shortly evolving social platform, with alternatives altering and transferring and disappearing at a usually dizzying worth.

Comparatively than chasing platform updates from Meta, flooring your self in laborious information that reveals what exactly Instagram is appropriate now and the simplest means it’s inclined to vary contained within the 12 months to return once more as soon as extra.

These 34 Instagram statistics paint a picture of a platform with a shifting viewers that’s nonetheless holding its personal in a crowded social panorama. You’ll uncover some useful insights for planning your Instagram promoting and selling and promoting methodology this 12 months.

General Instagram stats

1. Instagram is the 8th most visited website on the earth

In accordance with Semrush, based totally utterly on full web page on-line web page pals, Instagram is little query thought-about one in every of many world’s prime 10 most-visited internet web sites globally, with 4.25 billion full visits month-to-month.

Importantly, whereas most prospects login by the cell app, this stat is an environment nice reminder that people may be viewing your posts on their desktops or laptops, too. Which suggests it’s doable you’ll’t rely on everyone seeing alternatives which could be solely obtainable contained within the app, like product tags. It’s value mentioning product names in your captions so web prospects can monitor them down all through the occasion that they’re impressed to buy.

2. Instagram is the 9th most-Googled search term

Fb, Youtube and “native local weather” all beat out Instagram, nonetheless considering that Insta is primarily accessed by the app, that will very nicely be a extraordinarily environment friendly amount and extra proof that your viewers is maybe viewing your content material materials supplies provides by a browser — whether or not or not or not or not a cell one or on their laptop computer laptop.

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

Solely Fb, Youtube and WhatsApp beat out Instagram by means of day-to-day worldwide vigorous prospects, as Instagram clocks in at a powerful 1.386 billion of us.

the world's most used social platforms

For now, it’s beating out TikTok, Twitter, Pinterest and Snapchat, nonetheless 2023 will more than likely be a 12 months of huge change, as TikTok is gaining flooring fast.

4. Merely 0.1% of Instagram users solely use Instagram

The likelihood that an Instagram shopper moreover has an account on one completely totally different social platform is 99.9%. 83% of Instagram prospects, for instance, are Fb prospects, whereas 56% are moreover on Twitter and 52% moreover use TikTok.

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

What does this level out for entrepreneurs? You’re attainable reaching the an related of us all by totally utterly completely totally different platforms. Make it attainable on your content material materials supplies provides is unique, partaking, and associated for followers on each platform with a strategic cross-platform campaign.

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

TikTok is accessible in at second place, adopted by Fb and WhatsApp. Considering the Instagram app has been spherical since 2010, that’s a powerful spot on the pay cash for charts.

Instagram shopper stats

6. Instagram has elevated than 2 billion active monthly users

We said above that 1.386 billion use Instagram day-to-day – nonetheless elevated than 2 billion now use the platform month-to-month, in accordance with the most recent Meta earnings set up.

We’ll dive into how a great deal of the top demographics that make up that large shopper base inside the subsequent Instagram prospects statistics.

7. Instagram’s viewers is 52.2% male

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

This sometimes is a change from earlier years, when the viewers was barely dominated by ladies. It’s an important platform no matter which gender(s) you’re attempting to comprehend.

8. 47% of American adults use Instagram

Pew Evaluation found that almost half of Individuals aged 18+ use Instagram. And Forrester found that 40% of U.S. adults use Instagram a minimal of weekly. Message to entrepreneurs: It’s not all about Gen Z. That said…

9. Instagram is Gen Z’s favorite social platform

World web prospects aged 16 to 24 need Instagram to all utterly completely totally different social platforms — even ranking it above TikTok. If that’s an age cohort you’re looking out for to comprehend, Insta is the place to be.

It’s moreover the favorite platform for ladies aged 25 to 34, although males in that cohort need Fb.

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

That’s an increase of 4 share components from last 12 months. Contained 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 do that you must’re promoting and selling and promoting to kids, you’ll wish to preserve in your toes. A strong social listening strategy might assist.

11. India has more than likely more than likely in all probability probably the most Instagram prospects on the earth

This sometimes is an efficient reminder that Instagram offers entry to a world viewers, with 249 million prospects logging in from India (adopted by the U.S. at 147 million).

All by means of the third place spot, you’ll uncover Brazil, with 117 million prospects, adopted by Indonesia and Turkey.

That’s important data when fascinated with the simplest solution to define your target audience on Instagram, and what kind of content material materials supplies provides to create.

Instagram utilization stats

12. Prospects spend a median of 11.7 hours/month on Instagram

It ranks fifth amongst social platforms, behind YouTube, TikTok, Fb, and WhatsApp. Nonetheless whatever the methodology you slice it, that’s just about half a day every month spent consuming content material materials supplies provides on the platform.

13. Individuals spend 30.1 minutes per day on Instagram

That’s exactly tied with Fb, nonetheless behind TikTok, YouTube, Twitter, and Snapchat.

average time spent per day by US adult users on select social platforms 2022

Current: 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 share of time spent, nonetheless by 2024 they’ll be tied.

share of time spent on select social platforms by US adults, 2019, 2022, 2024

Current: eMarketer

This chart reveals how shortly elements can change on the social media entrance, with TikTok coming out of nowhere. For now, TikTok’s good elements seem like coming from an absence of time spent on Fb, pretty than consuming into Instagram’s share (which continues to develop).

Nonetheless, it’s a fantastic reminder that you simply presumably can under no circumstances develop to be overly reliant on a single social platform or methodology. Unfold your eggs over a great deal of baskets to help future-proof your social marketing strategy.

Instagram Story stats

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

For reference, it’s doable you’ll doubtlessly attain 1.32 billion prospects on the first feed. Does that time out important feed is the subsequent advert guess? Not primarily. All of it depends upon upon the place your viewers spends most of their time.

Instagram analytics might make it easier to resolve whether or not or not or not or not Tales or important feed posts get further consideration out of your viewers. Whereas this isn’t the one challenge to ponder when planning Instagram ad placement, it’s a useful data point to have accessible.

16. Maybe more than likely in all probability probably the most vigorous producers publish 17 Stories per month

There’s an important lesson right correct proper right here for overworked social media managers: Give your self a break. If the most vigorous producers are posting tales about every utterly completely totally different day, it’s doable you’ll actually really actually really feel assured saying no to a boss who expects day-to-day Tales content material materials supplies provides.

Instagram Reels stats

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

As shortly as further, for reference, feed commercials can attain as heaps as 1.32 billion, and Tales commercials can attain as heaps as 996 million. Anticipate this to range contained in the approaching 12 months as Reels commercials develop to be further mainstream.

18. Of us reshare Reels 1 billion times a day by DMs

By means of DMs! Dark social is precise. Reels are effectively established as the proper Instagram flooring for getting in entrance of Instagram prospects who do not already observe your account. That’s merely one completely totally different methodology all by means of which Reels can enhance your attain.

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

And this amount is rising fast, up 50% from the 20% reported in Meta’s Q2 2022 earnings set up. While you don’t nonetheless have an Instagram Reels strategy in place, make 2023 your 12 months 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 in contrast with the 53% of the an related demographic who use TikTok every week. Nevertheless it certainly completely utterly’s nonetheless a substantial portion of youthful of us consuming short-form video on Instagram.

This, blended with the Instagram shopper statistics above that confirmed substantial overlap between Instagram and TikTok audiences, means it’s doable you’ll’t get away with merely posting your TikToks to Reels and hoping for the proper. Merely to drive it residence as shortly as further, it’s always a largest observe to create distinctive content material materials supplies provides for each platform.

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

That’s nonetheless a small share, nonetheless it utterly’s an astonishing improve from merely 0.9% all by this terribly important looking for interval last 12 months. Reels commercials are nonetheless comparatively new and provide a fantastic chance for experimentation and testing.

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

We said above that India has further Instagram prospects than each completely totally different nation, which positively contributes to this statistic.

Instagram analytics might make it easier to understand the place your personal viewers depends upon. Don’t assume your followers all maintain all through the an related nation (and even continent) as you do, or that their cultural experiences are the an related as your personal.

Social is a world medium, which is the entire further motive to create a diverse social team inside your group.

example of music available on reels Meta

Current: Meta

Instagram stats for enterprise

23. Instagram is the #1 social media platform for folk to connect with producers

This stat comes from a Meta-commissioned Ipsos Promoting analysis. The exact phrasing is “of us surveyed said Instagram is the #1 place to take care of up with their favorite producers as in distinction with utterly completely totally different platforms.” What exactly this means may be open to interpretation, nonetheless it utterly positively reveals that people keen about your mannequin anticipate finding you on Instagram.

24. The same old Instagram business account grows its followers by 0.98% each month

Really, this varies significantly by commerce. Listed beneath are some industry-specific Instagram follower growth stats benchmarks:

  • Educating: 0.03%
  • Leisure and media: -1.59%
  • Financial corporations: -0.07%
  • Meals and beverage: -0.88%
  • Actual property: -0.06%
  • Retail: -0.37%
  • Journey/hospitality/leisure: 0.33%

Uncover that progress is unfavourable applicable now for loads of industries – so don’t be alarmed do that you must’ve seen your personal follower rely drop barely in newest months. To counteract the event, strive our ideas for growing your Instagram followers here.

25. Enterprise accounts publish an average of 1.71 feed posts a day

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

It’s value noting that the proportion of video posts just about doubled from 16.3% last 12 months. While you’re nonetheless centered solely on pictures when posting on Instagram, it might in all probability be time to modernize your content material materials supplies provides methodology.

26. The average engagement rate on Instagram business account posts is 0.54%

That skews barely elevated on video posts (0.61%) and barely lower on pictures (0.46%), nonetheless do that you must’re beating that benchmark of 0.54%, pat your self on the as quickly as additional.

Apparently, engagement worth modifications alongside aspect a mannequin’s Instagram follower stats. As producers develop their followers, engagement expenses normally dip. Our digital trends report revealed the that enterprise accounts with fewer than 10K followers favored elevated engagement expenses than producers with 100K+ followers.

Instagram engagement rates comparison

Trying to find inspiration to develop your engagement earlier that? We’ve got you covered with Instagram engagement tips right here.

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

That’s merely behind Fb and TikTok, every of which may see a purchase order order order order share of 37%.

Nonetheless percentages don’t inform your full story as a result of quite a few shopper numbers for each platform. Appropriate correct proper right here’s the simplest means it breaks down by means of precise of us making purchases on each social neighborhood:

US social commerce buyers, by platform, 2019-2025

Current: eMarketer

Take into account the fact that looking for behaviors moreover fluctuate by demographic. For Gen Z, Instagram is the top social commerce platform.

28. 15% of U.S. shoppers start their on-line looking for searches on Instagram

TikTok made information this 12 months as a result of the favored search engine amongst youthful Internet prospects. Nonetheless for now, Instagram nonetheless ranks elevated as a platform for starting an web looking for search. For comparability, TikTok is the platform of various for 11% of Individuals beginning their looking for searches.

29. Instagram accounts for 7.51% of web traffic referrals from social media

Which can’t sound like a lot of, nonetheless it utterly’s actually the third-ranked platform behind Fb and Twitter. (Fb is the runaway chief on this class with 71.64%.)

The additional important half right correct proper right here is that Instagram’s share of web web page pals grew 88.2% last 12 months, whereas Fb’s shrank 0.8%. Instagram used to have a precise shortage of the simplest solution to hyperlink out to internet web sites, nonetheless that’s dramatically modified with looking for alternatives like hyperlink stickers and tags. Look ahead to this resolve to proceed to develop.

30. Solely 25% of Instagram prospects suppose the the platform protects their privateness and data

That’s an enormous drop from 41% in 2020. Oddly, provided that Instagram falls beneath the Meta umbrella, it’s nonetheless trusted by further of us than Fb (18%).

That’s important for entrepreneurs on account of notion is a crucial aspect of social commerce.

Not surprisingly, the proportion of people who say they actually really actually really feel safe using the platform will even be dropping, from 50% in 2020 to 36% in 2022. That locations it about all through the midst of the pack nearly about social notion.

US social media users who feel safe participating/posting on social platforms, 2022-2022

Current: eMarketer

Instagram advert stats

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

Listed beneath are the specifics of the simplest means it breaks down by age and gender.

Instagram advertising audience profile

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

That’s top-of-the-line advert penetration on the earth, adopted by 66.5% in Argentina and 65.9% in Brazil.

For comparability, Instagram’s advert penetration contained within the U.S. is 51.4%. The UK and Canada could be current in at 51.9% and 49.4%, respectively.

Nonetheless as shortly as further we see that whereas Instagram is a world medium, it’s not the an related all by means of the globe.

Instagram advertising eligible reach rate

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

That’s nonetheless behind Fb’s $71.32 billion, nonetheless Instagram’s share of the Meta selling pie is rising steadily.

That’s on account of Fb’s advert revenues are falling, whereas Instagram’s proceed to increase. eMarketer predicts Instagram’s advert earnings will develop 12.1% this 12 months whereas Fb’s falls 1.2%.

US social network ad revenue growth, by company, 2019-2024

Current: eMarketer

34. Instagram commercials’ CPM increased 17% in Q3 2022

All by means of the ultimate two years, they elevated 55%.

It’s getting costlier to comprehend your viewers by Instagram, which makes it ever further important to know your viewers and make the most of the obtainable ad targeting options.

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