There’s no doubt that Instagram is a hugely popular social media platform. It’s currently ranked fourth on the list, with an incredible 1.28 billion active monthly users, and is expected to achieve around $40 billion in annual ad sales in 2023.
But is everything as rosy as it seems? Those with keen eyes will have spotted that at some point over the summer of 2022, the platform shifted away from still images and started pushing “reels.” These video shorts were an attempt to start competing with Instagram’s thorn in its side – TikTok.
As influencers ditch Instagram in favor of TikTok, the platform is scrabbling to find a new identity and stay relevant in the ever-shifting landscape of social media.
This huge change has created a backlash from Instagram’s faithful followers and has raised questions about what Instagram is trying to achieve. Is it attempting to copy and surpass TikTok? Or is it attempting to carve out a new identity?
One thing is for sure, despite the controversy, Instagram still manages to churn out some impressive statistics, so let’s see what the platform has in store for 2023.
General Instagram Statistics
First, let’s check out some general Instagram statistics and facts for 2023:
Key takeaways:
- Instagram has over 1.28 billion monthly active users (MAUs).
- Instagram has 500 million daily active users (DAUs).
- Instagram is the 7th most visited website in the world.
- Instagram images have 23% more engagement than Facebook.
Instagram has over 12.8 billion monthly active users (MAUs) worldwide. In comparison, the platform only had 90 million active users in 2013.
How many Instagram users are there? Instagram has 500 million daily active users (DAUs).
As of December 2022, the most liked posts were @leomessi – photos of winning the world cup (61.2 million likes), @world_record_egg – photo of an egg (55.9 million likes), and @cristiano and @georginageo’s twins pregnancy announcement (32.8 million likes).
Instagram is the 7th most visited website in the world.
In 2022, Zara was the brand with the most mentions on Instagram. Shein and Nike were the second and third most mentioned brands.
Instagram’s average engagement rate per post is 0.56%. Photo posts have an average engagement rate of 0.56%, and video posts are 0.39%.
As of June 2022, the top five most-followed accounts on Instagram are Instagram (520 million), Cristiano Ronaldo (455 million followers), Kylie Jenner (349 million followers), Lionel Messi (338 million followers), and Selena Gomez (328 million followers).
The top five most used hashtags on Instagram are #love (2.1 billion), #instagood (1.5 billion), #fashion (1 billion), #photooftheday (988 million), and #art (888.6 million).
In 2022, Singapore was the world’s most Instagrammed country, London was the most Instagrammed city, and Japanese cuisine was the most Instagrammed food.
Sushi is the most popular Instagrammed food, followed by Pizza and Hamburgers.
Instagram User Statistics
Now, let’s move on to Instagram user statistics and facts for 2023:
Key takeaways:
- The average Instagram user will spend 53 minutes using the app per day.
- 63% of Instagram users open the app at least once per day.
- 11.01% of people online have a registered Instagram account.
59% of users log into Instagram daily, and 21% log into the platform weekly.
The average Instagram user will spend 53 minutes using the app per day. This accounts for eight whole months of a person’s lifetime.
42% of users log into Instagram multiple times a day.
The average length of a single Instagram session is 3.1 minutes.
Instagram is the world’s second most downloaded app of all time. However, the crown for the most downloaded app goes to TikTok.
Around 70% of Instagram users watch the video content in Stories on a daily basis.
The most common number of hashtags used per post is between 3-5. The ideal amount is 11.
Since Instagram was launched, more than 50 billion pictures and videos have been shared on the platform. It’s reported that 1,074 pictures are uploaded on Instagram per second.
63% of Instagram users open the app at least once per day.
The top 5 countries with the most Instagram users are India (263.8 million), the USA (153.6 million), Brazil (119.6 million), Indonesia (97.6 million), and Turkey (53.6 million).
11.01% of people online have a registered Instagram account.
Instagram Demographic Statistics
What do Instagram’s demographic statistics and facts have in store for 2023?
Key takeaways:
- 52.8% of Instagram users are men, and 47.2% of users are women.
- Users aged 25 average 32 minutes per day on Instagram
- 70% of Instagram users are under the age of 35.
- 88 percent of Instagram users live outside of the U.S.
52.8% of Instagram users are men, and 47.2% of users are women.
446.4 million of Instagram’s users are aged 18 to 24. This is the largest user demographic, accounting for 31.2% of the total audience.
There are 170.8 million active Instagram users in North America
88 percent of Instagram users live outside of the U.S.
There are 200 million businesses on Instagram, and 71% claim to use the platform for business purposes.
Users aged 25 spend an average of 32 minutes per day on Instagram compared with those aged over 25, who spend around 24 minutes per day on the app.
Adults aged 50 or over, use Facebook about four times more than they do Instagram
70% of Instagram users are under the age of 35. Only 2.3% are aged over 65.
46% of Instagram US-based Instagram users live in urban locations, 35% in suburban areas, and 21%in rural locations.
45 percent of Instagram users live in urban locations, 41percent in suburban, and 25 percent in rural locations.
Instagram Marketing Statistics
Finally, let’s uncover some great Instagram marketing statistics and facts for 2023:
- Instagram influencers charge, on average, $363 per collaboration
- 58% of Instagram users say they’re more interested in a brand after seeing it featured in a Story
- 44% of consumers use Instagram to shop on a weekly basis
- The Instagram advertising revenue was estimated to be 33.3 billion dollars in 2022
- The most used emoji used on Instagram is “Face with Tears of Joy” 😂
In the first half of 2022, Instagram experienced its first-ever drop in ad revenue. For Q2, it achieved $2.28 billion. This was less than the expected amount of $28.94 billion.
An estimated 71 percent of U.S. businesses use Instagram, and 80 percent of accounts follow a business on Instagram.
The most used emoji used on Instagram in 2022 was is “Face with Tears of Joy” 😂
As of December 2022, Instagram influencers charge, on average, $363 per collaboration. On TikTok, the average is $460.
Instagram influencers charge $363 on average for a collaboration with a brand. However, this is negotiated down, and brands pay $183 on average per collaboration.
58% of Instagram users say they’re more interested in a brand after seeing it featured in a Story.
According to a 2022 Collabstr study, 82% of all influencers studied offer services on Instagram, while 61% of all influencers offer services via TikTok.
Instagram business accounts with less than 10,000 followers enjoy an average engagement rate of 1.11%.
80 percent of Instagram users say they have purchased a product they saw on the app.
Brand Stories have a whopping 86% completion rate meaning users view the entire Story in one go. The most active brands post 17 Stories per month.
To get the highest engagement from Instagram, the best time to post is Wednesday between 9-11 am CST.
44% of consumers use Instagram to shop on a weekly basis, and one in two people have used Instagram to discover new brands.
Facebook’s global advertising reach only increased by 6.5% this year, while Instagram’s ad reach grew by a massive 20.5%.
Video posts have the highest overall engagement rate and receive two times more engagement than other types of posts.
The three most important ranking factors for Instagram’s algorithm in 2022 are relationship, interest, and relevancy.
90% of Instagram users follow at least one business, while the average business account grows its audience by around 1.69% per month.