27 stats that show the power of Instagram in 2024

Instagram is the social platform that allows users to create edit and share media with their online network. With over 2 billion active monthly users, it’s definitely a platform that should be included in your paid social strategy. Not convinced? Here are some statistics that should persuade you.

Contact Us

Who’s using Instagram?

So we already know the social platform has a large number of monthly users, but what are the exact demographics of those users? Below are some stats to give you an idea of Instagram personas.

  1. Statista also found that 77% of Instagram users are aged 44 and under. With the largest age bracket being 18-24.
  2. India has the most active Instagram users, with over 326.6 million. Whereas Italy only has around 30.3 million active users.
  3. 65.4% of influencer accounts on Instagram are classed as nano influencers (less than 10,000 followers).
  4. Nearly 23% of Instagram accounts have between 10,000 and 1 million followers.
  5. The official Instagram account has the largest following with over 648 million followers.
  6. ‘Instagram’ is the 13th most Google search term in the US, tied with other platforms such as eBay and Google Maps.
  7. Though over 80% of Instagram users live outside of the US.
  8. Instagram is the fourth most popular website, with the average user visit lasting 8 minutes and 20 seconds.
  9. Accounts from musicians have the most followers, accounting for 36% of the top 50 types of accounts.

How are users using Instagram?

After launching in 2010, Instagram quickly became known as the photo and video-sharing social network, that allowed users to apply filters and categorise their content using hashtags. Fast forward 14 years later and with numerous new features, how is the platform being used today?

  1. The afternoon is the busiest time for Instagram engagement, especially between 1pm and 5pm.
  2. The most used hashtag of all time is #love.
  3. In 2022, Statista found that users spend 12 hours per month on Instagram, which grew 7% from 2021.
  4. Over 694,000 Instagram reels are shared via direct message every minute.
  5. Thread gained over 100 million users in the first five days of the platform launch. Whereas, it took Instagram 2 and a half months to reach this number of users.
  6. A survey from Oberlo discovered that in 2024 over 80.8% of marketers plan to use the platform for influencer marketing.
  7. Carousel posts are the most engaging pieces of content on the platform. On average their engagement rate is 1.26%, whereas for a single photo post, it’s only 0.59%.
  8. The use of Instagram reels has grown over 57% YoY.
  9. HubSpot reports UK users are most engaged with the platform after midnight.

Businesses and Instagram

With such a large user base to target, Instagram is the perfect platform for businesses to include in their digital marketing strategy. Here are x stats that prove our point.

  1. The average business account shares 1.55 posts on its main feed per day.
  2. 70% of online shoppers are using Instagram to make their next purchase.
  3. Over 60% of Instagram users are using the platform to discover or follow brands.
  4. Businesses that tag products in their posts increase their sales by 37%.
  5. Stories shared by brands have an average completion rate of 87.8% (Flick).
  6. A study conducted by Kepios discovered profiles with less than 10,000 followers tend to have an engagement rate of 0.98%, whilst those with over 100,000 followers have an average engagement rate of 0.57%.
  7. 60% of brands share interactive content (polls, mentions etc.) each week.
  8. Instagram ads reach 96.6% of users each month.
  9. HubSpot found that 18% of marketers believe Instagram Stories which reflect their brand values generate the most ROI.

Or if you’d like more support, then reach out to our award-winning social team. We can conduct an audit of your accounts and implement a strategy that generates a return on investment.

So now you know why Instagram needs to form part of your social strategy, it’s time to get started.

Contact Us

Here is a range of resources that should help you on your way


Latest News & Blogs