Instagram Marketing Statistics and Facts (2025)

Introduction

Instagram Marketing Statistics: Instagram has become one of the most important platforms for both brands and consumers. With more and more users joining, the platform is growing quickly. But with all these benefits comes a challenge: standing out among many marketers, reaching more users, and making more sales.

Instagram marketing is getting tougher. Instagram’s large and growing user base gives marketers many chances to connect with people, build their brand, and boost sales. To take full advantage of what Instagram has to offer, it’s important to understand how the platform works and how its users interact.

That’s why we’re sharing key Instagram Marketing Statistics, trends, and facts you shouldn’t miss. In 2023, Instagram was the 4th most popular social media platform worldwide.

Editor’s Choice

• Instagram posts get an engagement rate of 0.96%, which is 13.5 times higher than Facebook and 27 times higher than Twitter, according to Rival IQ.
• Instagram Marketing Statistics stated that small brands tend to get the most views on their Instagram Reels, with an average 13.3% view rate. In comparison, larger brands with more than 100k followers only get about half that amount.
• The best times to post on Instagram are on Wednesdays at 11 a.m. and Fridays between 10 a.m. and 11 a.m., according to Sprout Social.
• Posts that show faces get 38% more likes compared to those without faces, as found by Georgia Tech.
• Instagram had over 1.35 billion monthly active users in 2023, and this number is expected to rise to more than 1.44 billion by 2025.
• In 2024, over half of the content people see on Instagram is suggested by AI. To get your posts noticed, it’s more important than ever to understand how the platform’s algorithm works.
• More than 50% of the time users spend on Instagram is spent watching Reels. If you want to boost engagement or reach new followers, focusing on Reels is key.
• Single-photo posts are now getting the highest engagement rates for business accounts, taking over from carousels. It may be time to go back to posting one photo at a time.
• Smaller influencers are becoming more attractive to brands because they have higher engagement and lower costs.
• Instagram Marketing Statistics stated that around 47 million people in the US will make a purchase through Instagram this year. Businesses using product tagging see a 37% increase in sales.
• Over 200 million Instagram users check at least one business profile daily, offering brands a chance to connect with potential customers directly.
• Instagram users log in 60% of the time daily, providing businesses with a consistent and active audience with which to interact.
• Instagram Marketing Statistics stated that around 60% of Instagram users find new products on the platform, making it a key place for businesses to build brand recognition.

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General Instagram Marketing Statistics

• As of 2023, Instagram has over 2.35 billion active users worldwide, making it a powerful tool for reaching a large audience and increasing brand awareness.
• 63% of Instagram users are between the ages of 18 and 34. This group is important for brands that want to target a younger, tech-savvy audience.
• About 500 million people use Instagram Stories every day. This feature allows businesses to share more personal, behind-the-scenes content and promote time-sensitive offers.
• 83% of Instagram users discover new products on the platform. With Instagram’s shopping features, users can buy directly from posts and Stories, making it easier for businesses to sell.

(Source: websiteplanet.com)

• Instagram engagement is highest on Wednesdays. Brands should schedule posts, sales, and interactive content during this time to get the best results.
• Video posts on Instagram get 150% more comments than photos. This shows that dynamic, engaging content helps brands connect with their audience better.
• Instagram’s ad revenue is expected to reach $50.6 billion in 2023, showing the growing importance of Instagram in digital advertising.
• In 2023, 93% of influencer marketing campaigns used Instagram. Influencers help brands reach their target audience and build trust.
• Using at least one hashtag can increase engagement by 12.6%, helping businesses reach more people and connect with relevant conversations.
• UGC posts see a 4.5% higher conversion rate than non-UGC posts. Sharing content created by customers helps build trust and encourages more interaction with the brand.
• Instagram Shopping grew by 130% in 2023, showing that users are more comfortable shopping directly from the app.
• Instagram Marketing Statistics stated that Carousel posts, which allow multiple images or videos in one post, get more interactions and engagement from users.

(Source: websiteplanet.com)

• Instagram Live usage grew by 70% in 2023. This feature helps businesses engage with followers in real time for things like product launches, Q&A sessions, and more.
• Sponsored posts on Instagram have an average engagement rate of 1.6%. Targeted ads help businesses reach the right audience and improve their return on investment.
• One hundred fifty million monthly conversations happen between businesses and users through Instagram Direct, which is great for customer service and building relationships.
• Instagram Marketing Statistics stated that nearly 45% of Instagram users like watching Reels. This short video feature is a fun way for businesses to engage new audiences and be creative.
• Almost half of Instagram users follow at least one local business. This makes Instagram a great platform for local brands to connect with their communities.

Influencer Marketing Statistics

(Reference: influencermarketinghub.com)

• The rise in collaborations with smaller influencers has led to more brands spending under $50,000 on influencer marketing.
• In 2023, 65% of brands stayed within this budget, and by 2024, that number increased to 68.3%.
• This change is mainly due to more brands spending under $10,000 on influencer marketing.
• In 2023, 43% of brands spent less than $10,000, and in 2024, this grew to 47.4%. At the same time, fewer brands are spending between $10,000 and $50,000, with this number dropping from 22% to 20.9%.
• This trend could be linked to the growing use of nano-influencers, which has helped experienced marketers lower their spending.
• It could also reflect new brands trying influencer marketing with smaller budgets.

(Reference: influencermarketinghub.com)

• Smaller influencers are becoming more attractive to brands because they have higher engagement and lower costs.
• The HubSpot 2024 Social Media Marketing Report found that 64% of marketers have worked with micro-influencers, and 47% said they had the most success with them.
• Additionally, the rise of Influencer Marketing Agencies has made it easier for brands to manage influencers on a larger scale.
• However, micro-influencers aren’t the only small influencers that brands are interested in.
• According to Instagram Marketing Statistics 2024, more brands are choosing nano-influencers.
• Now, 44% of brands prefer working with nano-influencers, while the number of brands choosing micro-influencers has decreased from 30% to 25.7%.
• The State of Marketing Report 2024 also confirms that 43% of brands are shifting their budgets towards smaller influencers.

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Hashtags Statistics

(Source: enterpriseappstoday.com)

• Surprisingly, research from Mention shows that there is no clear link between using hashtags and increasing engagement on a post.
• Other popular hashtags include #art (1 billion), #photooftheday (1 billion), #photography (1 billion), #beautiful (823 million), #picoftheday (720 million), #happy (698 million), and #follow (695 million).
• According to Instagram Marketing Statistics, 70% of the hashtags on Instagram are connected to brand campaigns.
• Posts on Instagram get 29% more engagement with just one hashtag, and using at least 11 hashtags can increase engagement by 79%.
• In 2023, around 70% of hashtags on Instagram are related to brands.
• If you think using more hashtags leads to more engagement, you’re mistaken. Using more than six hashtags can actually reduce engagement.

Global Instagram Monthly Active Users

Instagram’s global monthly active user growth has changed over the past few years. Here’s a summary of the yearly increase in users:

• From 2020 to 2021, Instagram added about 170 million new users, mainly because more people were online during the pandemic.
• 2021 to 2022: The growth slowed to 70 million new users, likely due to things returning to normal after the pandemic.
• 2022 to 2023: Growth stayed steady with 70 million more users, showing that interest in Instagram remained strong.
• 2023 to 2024: New users dropped to 50 million, indicating that growth is slowing down.
• 2024 to 2025: The expected growth is 40 million new users, continuing the trend of slower growth. This prediction could change based on market conditions.
• Instagram Marketing Statistics stated that India has the largest number of Instagram users, with over 326.6 million users.
• The US ranks second with more than 168.6 million users.
• Instagram has a huge global audience, with users from all over the world.
• Global Instagram audience size as of April 2023:

Instagram User Behaviour Statistics

• People spend about 53 minutes each day on Instagram. Since the average time spent on social media worldwide is 2 hours and 27 minutes, Instagram offers a chance to connect with over 1.4 billion users daily.

(Source: clearvoice.com)

• Instagram posts usually have 10.74 hashtags on average. Even though hashtags started on Twitter, they are now important on Instagram to help brands connect with more people. Around half of posts have less than six hashtags.
• Over 1,100 photos are uploaded to Instagram every second, showing how active users are on the platform.
• Instagram had over 503 million downloads worldwide in 2020, making it the fourth most downloaded app.
• In the US, it was the third most popular app with 62 million downloads, just behind TikTok.

(Reference: clearvoice.com)

• Instagram is the third most popular social media platform among teens in the US 35% of teens prefer Snapchat, while 22% still choose Instagram.
• TikTok ranks second with 30% but is expected to surpass Snapchat soon.
• Instagram Marketing Statistics stated that around 57% of millennials find fashion trends on Instagram.
• Additionally, 82% of millennials are likely to buy something right away if they like it the first time they see it.
• 83% of millennials want to buy from brands that reflect their values. If you’re targeting millennials on Instagram, it’s important to share your brand’s values and not just focus on selling products.

Instagram Advertising Statistics

• Instagram’s ability to reach people with ads is growing. Instagram Marketing Statistics shows that Instagram’s ad reach increased by 12.2% from one year to the next. This makes Instagram a great platform for businesses to promote their products.
• In 2023, Instagram made $50.58 billion from ads. The majority of this revenue came from in-feed ads.
• On the other hand, ads in Instagram Stories made up 26.7% of the total ad income. Instagram’s ad revenue is expected to grow to $59.6 billion in 2024.

(Reference: sproutsocial.com)

• Feed ads tend to get more clicks than Stories ads. Brafton found that feed ads on Instagram have a click-through rate (CTR) between 0.22% and 0.88%, while Stories ads have a CTR between 0.33% and 0.54%.
• This means feed ads may be better at getting people to click. However, it’s worth testing different types of ads to see which ones work best for your audience.
• Instagram ads are priced similarly to ads on other popular platforms like Facebook.
• Instagram Marketing Statistics stated that the cost-per-click (CPC) for Instagram ads is between $0.00 and $0.25.
• If you’re paying for impressions, the cost is usually between $0.00 and $4.00 per 1,000 impressions (CPM). For engagement, the cost ranges from $0.03 to $0.08 per engagement (CPE).

(Source: sproutsocial.com)

• Instagram Marketing Statistics found that top brands on Instagram have an average conversion rate of 1%. This means that as the number of people who see a brand’s post increases, the chances of them taking action (like buying a product) also rise.
• What’s interesting is that brands with smaller followings aren’t the only ones getting good results anymore.

(Reference: sproutsocial.com)

• Brands with up to 100k followers saw better conversion rates this year (1.1% compared to 0.3% last year).
• Brands with fewer than 10k followers still had the highest conversion rate (1.3%), though it has decreased from 2.6% last year. Meanwhile, brands with between 500k and 1 million followers had conversion rates similar to those before (0.7%).

Instagram Reels Marketing Statistics

• Instagram Marketing Statistics stated that Instagram Reels get the most interaction compared to other content on Instagram. Social Insider reports that the engagement rate for Reels is 1.48%. However, this is 20% lower than the previous year.

(Source: napoleoncat.com)

• Brands are still putting a lot of focus on Instagram Reels, and the number of Reels shared has been increasing. In 2023, brands posted 46% more Reels than in the past.

(Source: napoleoncat.com)

• Instagram Marketing Statistics stated that small brands tend to get the most views on their Instagram Reels, with an average 13.3% view rate. In comparison, larger brands with more than 100k followers only get about half that amount.
• Reels also get the most comments on average. They have a 22% higher chance of getting users to engage than regular video posts.
• Since Reels are more discoverable, they also reach a larger audience. Some sources show that Reels have an impression rate of over 30% on average.
• As for the audience, 53.9% of viewers are male, while 46.1% are female.

Conclusion

In the fast-changing world of social media, using Instagram Marketing Statistics is more important than ever. Businesses see higher engagement and conversion rates with features like Reels and interactive shopping. These numbers give marketers valuable information to improve their strategies. To get the most out of Instagram, use tools like SocialPilot to manage your campaigns.

Whether you’re scheduling posts or checking your performance, understanding these stats is key. With these insights, create engaging posts and use tools that help grow your presence across different platforms. Look at the data, plan smartly, and watch your online presence grow.