87 Surprising Instagram Facts & Stats (2024)

Did you know that 30% of Alight Motion users are Instagram creators?

Whether you’re an Instagram user or not, you might not fully realize just how massive this platform has become. That’s why I’ve put together this article, packed with some of the most eye-opening Instagram facts & stats that will leave you amazed.

As you explore these stats, you’ll gain a much clearer picture of how users interact with Instagram, what types of content perform best, and the immense exposure it offers to brands and e-commerce businesses.

If these insights resonate with you, don’t hesitate to share them with your Instagram friends, or drop a comment if there’s a specific aspect of Instagram you’re curious about. My research team and I will do our best to get the answers for you.

But for now, let’s dive into these surprising insights.

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Instagram Facts & Stats (2024) | The Latest Numbers Reveal A Surprising Picture

Numbers often don’t tell the full story. But they do give you a pretty good idea of a platform’s impact.

Let’s dive into Instagram’s data to understand its role in the global social media landscape.

Instagram Usage Statistics & Facts

2 billion monthly active users: Instagram has a massive user base, making it an ideal platform for businesses and individuals to connect with their audience.
11.2 years to reach 2 billion users: Instagram has grown faster than Facebook (13.3 years) and YouTube (14 years) to achieve 2 billion monthly active users.
361.1 million new users by 2028: More people will join Instagram in the next few years, giving businesses and individuals more opportunities to reach new audiences.
+25.68% growth rate: Instagram’s user base is growing quickly, making it a great platform for marketing and engagement.
2.5 billion users by 2028: Instagram will continue to grow and remain a top social media platform, providing a large audience for businesses and individuals.
9 consecutive years of growth: Instagram has consistently grown its user base, showing its ability to keep users engaged and attract new ones.
83% of Instagram users open the app to keep up with friends and family.

Instagram Demographics Stats

362 million users in India: India has the largest number of Instagram users worldwide.
172.61 million users in the US: The US has the second-largest Instagram user base worldwide.
134 million users in Brazil: Brazil has the third-largest number of Instagram users.
1.4 million monthly traffic from the US: Instagram gets 19.33% of its monthly traffic from the US, the most from a country.
55.4% women in the US: The majority of Instagram users in the US are women.
44.6% men in the US: Men make up a significant portion of Instagram users in the US.
57% of Gen Z users: Most Gen Z social media users in the US are on Instagram.
47% of teenagers in the US use Instagram at least once a day (most use it more than once)
25-34 years is the largest age group: This age group has the most Instagram users in the US.
24.4% male and 24.4% female users aged 16-24 consider Instagram their favorite social media platform.
16.3% male and 20% female users aged 25-34 consider Instagram their favorite social media platform.
16.5% of global users are young men: A significant portion of global Instagram users are men between 18 and 24 years old.
Over half of users are under 34: Most global Instagram users are 34 years old or younger.

Instagram Advertising Revenue Stats

$39.7 billion advertising revenue in 2023: Instagram’s ad revenue in the U.S. reached $39.7 billion in 2023, a significant increase from 2022 ($33.25 billion).
$59.61 billion ad revenue in 2024: Instagram advertising revenue is expected to increased dramatically in 2024.
Instagram will account for 10.2% of US digital ad spend in 2024, and its share is increasing.
Instagram will account for 49.5% of Meta’s US revenues by 2025.
Instagram’s potential advertising audience is 1.64 billion people worldwide. That is equivalent to 27.2% of the global population aged 18+.
US marketers allocate around 31% of their Instagram budget for ads on Stories.

Instagram Content & Engagement Stats

500 million people use Instagram Stories daily.
347.8 sessions per month: An average Instagram user opens the app almost 350 times a month on their smartphone.
15 hours and 50 minutes per month per user: The average time spent on Instagram’s Android app per user.
2 minutes and 44 seconds per session: The average duration of an Instagram session.
5th rank in average time per user: Instagram ranks below TikTok, YouTube, Facebook, and WhatsApp in terms of average time spent per user.
0.47% is the median engagement rate for posts by Instagram Business accounts with more than 10K followers.
1.22% is the median engagement rate for small accounts with fewer than 10,000 followers on Instagram.
2.58% engagement on Higher Education content: Posts in the Higher Education industry have the highest per-post engagement rate on Instagram.
50% want funny content: Half of weekly Instagram users want to see humorous posts that entertain them.
46% want creative content: Almost half of users want to see unique and imaginative content that inspires them.
41% want informative content: A significant portion of users want to see educational or enlightening content that teaches them something new.
Over a third want engaging content: More than 33% of users want to see content that sparks conversation, asks questions, or encourages interaction
42% of gamers love Instagram: In the US, a significant number of eSports and online gaming professionals consider Instagram their favorite platform.
82% of Instagram users get say they regularly see news content on the platform.
41.7% of Instagram Business accounts post Photos.
38.2% of Instagram Business accounts post Videos.
20% of Instagram Business accounts post Carousels.
The average reach of carousel posts is 2,641 users: Carousel posts get a significant number of eyeballs.
The average reach of Image posts is 2,002 users: Single image posts on Instagram reach fewer users.
271 interactions for carousels: Posts with multiple images receive more interactions than single-image posts.
117 interactions for single-image posts: Single-image posts receive fewer interactions than carousels.
15.82% increase in carousel interactions: Engagement with carousels is growing year-over-year.
16 million posts with #AIart: As of August 2024, Instagram had over 16,144,096 posts with the hashtag #AIart, indicating the explosive rise of AI content on the platform.
6 million active AI art creators: #AIartcommunity, a hashtag used by active AI content creators on Instagram, had over 6 million live posts at the start of August 2024.

Instagram Influencer Marketing Stats

$2.56 billion on Instagram influencer campaigns: In 2024, US marketers will spend more than 2.56 billion on influencer marketing campaigns on Instagram, the highest among all social networks.
97.6% of US influencers use Instagram for marketing.
62.2% of US marketers use Instagram Reels, more than TikTok (57.7%).
According to multiple studies, here’s what different influencers charge for sponsored content on Instagram:
- Nano-influencers (500–10,000 followers): $10 to $100 per post
- Micro-influencers (10,000–50,000 followers): $100 to $500 per post
- Mid-tier influencers (50,000–100,000 followers): $500 to $5,000 per post
- Macro-influencers (100,000–500,000 followers): $5,000 to $10,000 per post
- Mega-influencers (500,000+ followers): $10,000+ per post
Instagram Reels vary from $100 to more than $7,000 depending on account reach.
Cristiano Ronaldo has 628 million followers: He is the most followed individual on Instagram.
Leonel Messi has 502 million followers: He is the second most followed individual on Instagram.
Selena Gomez has 429 million followers: She is the third most followed individual on Instagram.

Instagram eCommerce and Shopping Stats

35% US Buyer Penetration: In 2024, 35% of Instagram users in the US are expected to purchase through the platform.
19% of US adults start online product searches on Instagram.
37 billion U.S. dollars is Instagram’s estimated social commerce revenue in 2024.
59% of US teens who use Instagram have an annual household income of $75000+

What Did You Learn From These Instagram Stats & Facts?

As we’ve explored these Instagram facts & stats, it’s clear that the platform is more than just a social network—it’s a thriving ecosystem where content creation, engagement, and commerce intersect.

With over 2 billion users and a staggering growth rate, Instagram isn’t slowing down anytime soon. The fact that so many users, including a significant portion of Alight Motion creators, turn to Instagram to showcase their creativity speaks volumes about its influence.

Whether you’re analyzing user behavior or leveraging the platform’s vast advertising potential, one thing stands out: Instagram is a powerhouse that offers endless opportunities for those who know how to navigate it.

Data Source: Statista, Data Portal, eMarketer, Shopify, Influencer Marketing Hub, Rival IQ, Pew Research

89 Surprising Instagram Facts & Stats (2024)