85 Basic Instagram Statistics for 2021/2022: Data Analysis & Market Share

Who would have thought that rather than having hashbrowns for breakfast, we would now have #hashtags instead? Indeed, technology has changed the world. We now have virtual lives to live matched only by how much data we can consume. All these are fed by social networks that offer multiple ways to connect with family and friends or shop and purchase products and services. One of these, Instagram, is currently showing remarkable market adoption. How remarkable? This set of basic Instagram statistics and more will show you.

In just a short time, Instagram has become the second-fastest-growing social network behind its parent company Facebook. It is increasingly becoming the new apple of every marketer’s eye. And there’s more than enough data to prove they’re right. This is why knowing its users and how they are using it can help your business to create a better marketing strategy. Let’s check out the Instagram statistics below and see if you’re properly “hashtagged” for success. Moreover, let’s assess the different social media management software that you can use to execute your Instagram strategy successfully.

key instagram statistics

1. Instagram Market Growth Statistics

The third-largest social network behind giants Facebook and YouTube, Instagram continues to grow as one of the most popular social media platforms worldwide. Data from multiple industries indicate that the present and future remain bright for Instagram as an effective marketing platform.

  • As of October 2020, Instagram had 1.16 billion active users worldwide. (DataReportal, 2020)
  • Every day, over 500 million people log into Instagram accounts and around the same number of people view Stories. (Omnicore, 2021)
  • With over 1.1 billion active users, Instagram maintains a wide lead over rivals Tiktok (689 million), Snapchat (433 million), and Twitter (353 million). (DataReportal, 2020)
  • Instagram’s community of users is one of the fastest-growing within the US than any other social platform. (SocialMediaToday, 2020)
  • From 2016 to 2020, Instagram is estimated to have added another 26.9 million users, which is almost twice that of Twitter, and significantly more than those of other social platforms. (Hubspot, 2020)
  • In 2020, Instagram is estimated to have generated 36.5% ($12.32 billion of $33.71 billion) of Facebook’s total ad earnings worldwide. (eMarketer, 2019)
  • In 2021, Instagram is estimated to generate 39.7% ($15.65 billion of $39.43 billion) of Facebook’s total ad earnings worldwide. (eMarketer, 2019)
  • Instagram is one of the most popular apps among Gen Z (71%) and millennial (60%) users. (YPulse, 2020)
  • Still, with a predominantly young user base, the ratio of adult Instagram users has increased by almost 400% since 2012. (Pew Research Center, 2018)
  • Users spend almost half an hour—or 28 minutes to be exact—on Instagram daily. (TechJury, 2020)
  • As of January 2021, Instagram’s own account continues to be the most followed IG account (384 million), followed by the accounts of Cristiano Ronaldo (256 million), Ariana Grande (217 million), Dwayne “The Rock” Johnson (213 million), and Kylie Jenner (211 million). (Social Blade, 2020)

If these figures don’t add up to your business plans, it’s time to start accepting these powerful Instagram facts and craft a better marketing plan for good measure. There’s simply no reason not to use a major social media platform that occupies almost an entire hour out of every user’s day spent scrolling through images, watching Stories, interacting with accounts, etc. If you want to sell something effectively, better do it on Instagram.

percent of people worldwide using Instagram

2. Instagram Users Statistics

Knowing the demographics of every social media platform that you use can help you identify which ones you need to target in your social media strategy. Check out these important Instagram data to help you better fine-tune your marketing campaigns.

  • As of October 2020, 25-34-year-olds comprise Instagram’s largest user demographic, at 33.1%. (DataReportal, 2020)
  • 25% of teens pick Instagram as their favorite social app, and engagement on the app remains high among teens at 84%. (CNBC, 2020)
  • 69.8% of Instagram users are between 18 and 34. (DataReportal, 2020)
  • In 2014, 21% of adults in the US began to actively use Instagram. By 2019, that figure had increased to 37%. (Pew Research Center, 2019)
  • As of January 2019, the top countries with the most Instagram users are the US. (140 million), India (120 million), and Brazil (95 million). (DataReportal, 2020)
  • Over one-third of Instagram users have used their mobile devices to purchase something online. (GlobalWebIndex, 2015)
  • In 2020, a study found that 67% of American young adults aged 18-29 used Instagram. This is a decrease from 71% in 2018. (Pew Research Center, 2019)
  • On average, female users make up around 56% of Instagram’s base in Latin America. (eMarketer, 2017)
  • Currently, 88% of Instagram users are outside the US. (Backlinko, 2021)
  • From 51% of young adult users who use Instagram daily in 2016, 62% are now using the platform, with 55% visiting the site several times a day. (DataReportal, 2020)
  • 60% of millennials create or watch Instagram Stories, which are more popular with Gen Z, 72% of whom consume the content. (TechJury, 2020)
  • 52.4% of Instagram followers have less than 1,000 followers. (Hubspot, 2020)

Source: DataReportal

Having a clear direction on how to reach your destination is a must. For marketers, Instagram provides you the opportunity to reach out to your target audience to better showcase your brand. With its continuously growing communities worldwide, the case of using Instagram to connect with your customers remains to be a solid and logical one for every marketer.

3. Instagram Business Use Statistics

A true game-changer, Instagram is a proven social platform for helping drive traffic to your site or online store to boost sales. We’ve gathered these essential statistics on why using Instagram for business is the way to go:

  • Instagram has the highest engagement rate of all social networks, at 2 to 7% of users interacting with all posts. (WebStrategies, 2018)
  • Images on Instagram get an average of 23% more engagement than images on Facebook. (AdEspresso, 2020)
  • As of 2019, there are over 25 million businesses on Instagram. (Instagram)
  • Instagram visitors stay on the site an average of 192 seconds, indicating that the platform has highly engaged traffic. (Yotpo, 2020)
  • Around 90% of all Instagram users follow a business on the platform. (Instagram, 2019)
  • Posts account for 81% of impressions for a brand’s Instagram account, while Stories account for the remaining 19%. (Jumper Media, 2020)
  • The top five retail brands by number of Instagram followers are Nike (129.6 million), Victoria’s Secret (68.8 million), Chanel (42.8 million), Gucci (42.6 million), and ZARA (42.3 million). (Social Blade, 2020)
  • This gives you ample opportunity to showcase your business and give your brand some extra exposure on Instagram.
  • Instagram photos and Stories of brands receive more interactions versus other platforms. (Mention, 2020)
  • For every 10 Instagram hashtags, 7 are branded. (AdEspresso, 2020)
  • In 2020, the median post frequency for businesses across all industries was .62 posts per day. Sports teams posted the most frequently at 1.76 posts per day. (Rival IQ, 2020)
  • 60% of users say they first learned about a brand on Instagram. (Instagram, 2019)
  • For 2020, the industry that received the highest engagement rate was higher education at 3.57%, followed by sports teams at 2.33%, and nonprofits at 1.75%. (Mention, 2020)
  • 30% of Instagram users purchased something they found on the network. (Yotpo, 2016)
  • Around 50% of businesses are active users of Instagram Stories, disproving the notion that Instagram Stories are only used for personal purposes. (EmbedSocial, 2020)
  • 100% of car brands and 98% of fashion brands use Instagram. (L2, 2016)
  • Instagram’s new IGTV, which allows users to upload videos up to 10 minutes long, is part of the network’s strategy in the dynamic online video wars versus the top sites YouTube and Twitch. (The Verge, 2018)
  • IGTV started 2020 with an engagement rate of .45%, the worst among Instagram’s media types. (Trust Insights, 2020)
  • A third of the most-watched Instagram Stories are posted by businesses. (Jumper Media, 2020)
  • 99% of marketers in the US plan to incorporate Instagram Stories into their strategies. (Jumper Media, 2020)
  • The use of the #ad hashtag grew by 133% in 2019. (SocialBakers, 2019)
  • Instagram helps 80% of users decide whether to purchase a product or service. (Facebook, 2019)

Influencer marketing

Influencer marketing has grown from a supplementary marketing strategy to a multi-billion dollar industry. By partnering up with influencers, brands are able to expand their follower base and boost awareness of their products and services. The following statistics paint a

  • Influencer marketing on Instagram grew by over 48% in 2019. (Klear, 2019)
  • In 2020, the Instagram influencer market size is estimated to reach 2.3 billion. (Mediakix, 2019)
  • In 2019, monthly spending on Instagram influencer marketing by the end of 2019 clocked in at $479 million. (Hype Auditor, 2020)
  • In December of 2019, there were 300,000 sponsored posts and 315,000 sponsored stories on Instagram. (Hype Auditor, 2020)
  • The fastest-growing influencers in the US in terms of follower growth are Zion Moreno (1050%), brittany packnett cunningham (496%), and Mary Fitzgerald (288%). (InfluencerDB, 2020)
  • Finland (5.51%), Greece (5%), and Croatia (4.12%) have the highest engagement rates for Instagram influencers. (HypeAuditor, 2020)

Aside from the above statistics, companies using Instagram are welcoming the recent upgrade of the Instagram Graph API—which now includes hashtag analytics—for better BI and reporting capabilities. No wonder more and more businesses, especially SMBs that use mostly SaaS apps in their operations, are now embracing social media management platforms to support most of their core tasks, including leveraging their content marketing software.

Instagram highest engagement rate

Most Popular Social Media Management Software

  1. HubSpot Marketing is a robust inbound marketing software that helps you create and modify your website. It has email tools and drip campaigns so you can easily turn leads into customers. You can find out more about it in our HubSpot Marketing review.
  2. Facebook Pages Manager is designed to improve your business presence on Facebook. It allows you to manage your pages and provide excellent customer service. To know more about its tools, you can check out our Facebook Pages Manager review.
  3. lets you manage social media campaigns in one visual, collaborative workspace. It provides you with a complete picture of your ongoing projects in a neat dashboard. See what else it has to offer in our review.
  4. Tweetdeck is a social media management platform built specifically for Twitter. It tracks and organizes your engagements in real-time, ensuring that you reach your target audience. check out our Tweetdeck review for more information.
  5. Zoho Social is a social media management tool that lets you manage your brand’s reputation easily. It allows you to schedule posts and monitor engagements. Read more about this product in our Zoho Social review.

4. Instagram Content Statistics

Instagram users are among the busiest today and in the years to come:

  • Every day, over 100 million videos and photos are shared on Instagram. (Omnicore, 2021)
  • For every four ads on Instagram, one is a video. (Sensor Tower, 2016)
  • One study found that engagement for Instagram posts starts to drop off after 6 or more hashtags are included. (Mention, 2020)
  • However, another study revealed that using 11 hashtags generates the most number of interactions—79.5% interaction per 1,000 followers—on Instagram posts. (Louise Myers, 2020)
  • 200 million users visit business profiles on Instagram daily, with 8 of 10 users active business followers. (Instagram)
  • Photos with faces receive 38% more likes on Instagram. (Omnicore, 2021)
  • Image posts received more likes (37.5%) and more comments (36.5%) compared to video posts and carousel posts. (Mention, 2020)
  • A study of 8 million Instagram images found that images having one dominant color get 17% more likes than those with many dominant colors. (Sprout Social, 2021)
  • A total of 4.2 billion likes are made on Instagram per day. (AdEspresso, 2020)
  • Instagram enjoys the best organic engagement among social platforms. (Five-Minute Marketing, 2020)
  • Instagram photos with large negative space (or the area surrounding the main subject) elicit 29% more likes than those with lesser negative space. (Sprout Social, 2021)
  • According to an Instagram engagement report, captions that are more than 500 characters in length tend to get a higher engagement rate. (Mention, 2020)
  • Over 100 million people use Instagram Live every day for watching or creating live video. (Instagram, 2018)
  • Instagram images that are predominantly blue receives 24% more likes compared to those that are mostly red. (Sprout Social, 2021)
  • The US flag is the only flag emoji in the top 100 emojis, taking 59th place. The Italian flag ranks 125th, followed by the French flag (160th) and the Japanese flag (166th). (Business 2 Community, 2015)
  • The most frequently shared emoji on Instagram is the red heart, followed by a smiling face with heart eyes. (Business 2 Community, 2015)
  • However, the majority of Instagram posts (52%) didn’t contain any emojis, while 38.2% of posts featured 1 to 3 emojis. (Quintly, 2019)
  • Topping the list of most Instagrammed food is pizza (37.9 million posts), hamburger (35 million posts), and sushi (23.6 million posts). (Gousto, 2019)
  • Upon launching video on Instagram in June 2013, over 5 million videos were shared on the first day. (CNET, 2013)
  • After running a batch of sponsored posts on Instagram for four days, one brand was able to add 36 times its usual number of new followers a day, boosting its number of followers by 18.15%. (Union Metrics, 2014)
  • Over 86% of Instagram users create Stories on the platform. (Social Captain, 2019)
  • The average Instagram post receives 14,869 likes and 254 comments. (Hubspot, 2020)
  • Around 34.4% of Instagram posts don’t contain tagged users. (Hubspot, 2020)

Source: Louise Myers

By now, your brand should already be inside the Instagram universe. Let these statistics help you rethink your social media strategy. A good way to facilitate this is by taking advantage of the benefits of an enterprise social networking software, which businesses nowadays are increasingly using.

5. Instagram Posting Statistics

Just like any other tool, knowing how a social marketing platform like Instagram is critical to maximizing its benefits. You only need to know what kind of posting strategies work on this social network.

  • The average Instagram post contains 10.7 hashtags. (Hubspot, 2020)
  • Brands post 1.5 times a day on average, based on a study of 55 popular brands. (Union Metrics, 2014)
  • 18 to 20 times a month is the most common posting frequency of most brands across all industries. (Rival IQ, 2020)
  • Instagram posts with hashtags between 21 and 24 characters in length, create better engagement than the average. (AdEspresso, 2020)
  • Thursday at 5 AM, 11 AM, 3 PM, and 4 PM in any timezone is the best time to post on Instagram. (Hubspot, 2020)
  • A study of 100 top brands indicates a 53% year-over-year growth rate of engagement per post. (Scribd, 2015)
  • Most brand posts continue to receive likes and comments around 18 to 24 hours after posting on Instagram, a slightly slower pace from its typically initial fast start. (Union Metrics, 2014)
  • Posts with at least one Instagram hashtag gets an average of 12.6% more engagement than posts without hashtags. (Later, 2021)
  • A study of thousands of brand posts found that a brand must have around 2,325 followers to receive 100 likes and comments for each post. (Union Metrics, 2014)
  • 90% of the Interbrand 100 companies have Instagram accounts, and 80% of them are posting one video or photo on Instagram every week. (MobileMonkey, 2019)
  • The majority of the posts made by top brands need over 19 hours to reach 50% total comments and 19 days for 10% more comments. (Reuters Events, 2015)

best times to post on Instagram

These statistics truly indicate the power of social media to influence today’s consumers. As a marketer, you’re busy most of the time, so it’s best to take advantage of the benefits of marketing automation tools to allow you to focus on more important things like planning and expanding your marketing reach.

Leverage these statistics in your Instagram business strategy

At the end of the day, people and businesses use Instagram to connect in more meaningful ways. Keep this in mind and make that important move. Millions of companies across cultures and continents are getting involved in this social network, which is allowing their brands to build more meaningful connections to over a billion of existing and prospective customers

Here are some of the key takeaways of this compelling compilation of Instagram statistics:

  • With over a billion active users per month, Instagram is one of the most powerful, highly-engaging marketing platforms today.
  • Instagram helps businesses grow their brands with its user profiles for better audience targeting and market segmentation.
  • Empowered by its high engagement rate, the platform is already helping businesses of all sizes boost traffic to their online stores or websites for increased sales.
  • With over 100 million visual content shared every day, Instagram users are among the most active social media networks today and in the future.

After reading this post, you’ll likely share a photo, video, or story of your brand on your social network account for that increased user engagement. There are many ways to boost your leads using social media marketing, such as by using the best social media management tools in the market today.



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James Anthony

By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.

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