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Image of a large Instagram logo on pale pink background, next to bright pink arrow following a bar chart up and to the right. Instagram statistics blog post

65 Instagram Statistics for 2024

TJ Kiely

Feb 2, 2024

Instagram continues to be a powerhouse in the social media scene, especially when it comes to influencer marketing. This isn’t news for brands that have been using Instagram for years. But with so many other platforms on the scene, it’s always a good idea to re-evaluate where you’re putting your time and budget.

Despite the growing popularity of TikTok, Instagram continues to hold its own, adding new features and functions so you can keep engaging your audiences in new and exciting ways.

In another blog, we have covered basic social media statistics already — let’s look at the top Instagram statistics and fun facts for 2024 so you can start planning your Instagram marketing strategy!

Table of Contents:

Instagram app.

General Instagram Stats

Instagram boasts global popularity, so it’s no surprise the platform continues to enthrall marketers and users alike. Let’s start with some basic Instagram statistics you’ll want to know.

Instagram Growth Statistics

Instagram has enjoyed steady growth since it emerged in 2010. With more than one billion users and more than 3.8 billion total downloads, it continues to be a useful and powerful channel for influencers and marketers.

Here’s a peek at some key Instagram growth statistics:

  • Advertising reaching between January 2023 and January 2024 increased from 1.4 million to 1.6 million (2024 Global Digital Report)
  • Influencer marketing can be partly to thank for Instagram’s continued growth with over half of marketers still preferring Instagram to TikTok for their influencer programs. (Hootsuite)

*Graphic Source: Insider Intelligence

Instagram User Statistics

Instagram once represented a stomping ground for Millennials, most of us sharing way too many overly filtered photos. Be honest, when is the last time you actually used good ol' xPro II?

Those simple days are long over. The platform now caters to a variety of different age groups around the world.

These Instagram user statistics underscore just how diverse the platform's users have become.

Instagram Usage Statistics

Instagram usage is going strong, with a majority of its users visiting the platform daily.

Here are some Instagram usage statistics to give more context to its popularity.

Trying to leverage Instagram for your business? These resources will help you: Ultimate Guide to Social Media Video Sizes in 2024, 5 Quick Tips for Social Video Content, The Complete Guide to Instagram Stories, What is Instagram Reels? The Complete Guide

Instagram Followers Statistics

To succeed on Instagram, you need followers to view, share, and engage with your content.

These Instagram follower stats show just how important it is to build a good following.

  • Instagram accounts that post at least 7 times per week (once per day is recommended) have the best follower growth rates. (Shopify)
  • On average, business accounts post single photos once a day. (Hootsuite)
  • The average engagement rate on photos posted by business accounts is 3.38%. (2024 Global Digital Report)
  • Business accounts with fewer than 10,000 followers have an average engagement rate of .98%. (SocialPilot)
  • Business accounts with 10,000-100,000 followers have an average engagement rate of 0.68%. (SocialPilot)
  • .57% is the engagement rate for business accounts with 100K+ followers. (SocialPilot)
  • The most followed brand account on Instagram is Instagram which has more than 668 million followers. (eDigital Agency)

Tip: Learn about the best times to post on social media and read our guides about how to get more Instagram followers and how to post on Instagram.

Instagram business profile on Instagram
  • The second most followed brand is National Geographic with 306 million followers. (Wikipedia)
  • Accounts with under 5000 followers have the highest engagement rates — as much as 8.01%! (socialinsider)
  • 90% of IG users follow at least one business. (Hootsuite)

Live Instagram Statistics

Instagram Live allows users to livestream themselves to their audience. Users can access Instagram Live next to Stories in the app, just above their regular feed.

How popular is this feature? These Instagram Live statistics reveal more.

  • More than 100 million social media users watch or launch Instagram live videos each day. (SocialPilot)
  • 80% of Instagram users would rather watch a Live video than read a blog post. (EarthWeb)
  • 26% of Gen Z and millennial users watch Instagram Live. (EarthWeb)
  • During the pandemic there was a 70% increase in Instagram Live usage. (EarthWeb)

Instagram Reels Statistics

Instagram Reels are short-form videos that brands can use to create ads, take part in trends, and relay information in a fun bite-size format. You can add text, effects, and music to the videos to draw in more viewers and increase your brand’s presence. Here’s a closer look at Instagram Reels stats and how this feature is growing.

  • Instagram Reels has seen a 57.4% increase in usage over the past year. (SocialInsider)
  • Gen Z accounts for roughly 21% of Reels views. (SocialPilot)
  • Profiles with less than 5K followers see the highest engagement rates on Reels. (SocialPilot)
  • On the whole, however, Instagram Reels have lower engagement rate than TikTok videos (Hootsuite)

*Graphic Source: Insider Intelligence

Tip: Read our full guide about what Instagram Reels is all about.

Instagram Stories Statistics

Another popular feature, Instagram Stories allows marketers to connect with followers beyond the feed. These Instagram Stories stats underscore just how essential this feature has become.

  • An impressive 500 million+ Instagrammers watch Stories every day. (Hootsuite)
  • 36% of brands using Instagram use Stories for promoting products. (SocialPilot)
  • Brands publish an average of 10 Instagram Stories per month. (StartupBonsai)
  • The more Story frames, the lower the retention rate. (Rival IQ)
  • Posting 2 stories per day is recommended by Instagram for maintaining a good completion rate and engagement rate. (Buffer)
  • In October 2023, Instagram added a "Reminder Ad" feature to Stories to help brands encourage conversions. (Instagram)
  • The top 25% of brands see an average tap-back rate of about 6.5%. (Rival IQ)
Tab back rate on Instagram Stories

Tip: Read our complete guide to Instagram Stories.

Instagram Influencer Statistics

Instagram is the OG of influencer marketing and continues to help brands broaden their reach.

These Instagram influencer statistics show why if you’re not already working with Instagram influencers, you should consider starting.

  • 72% of marketers are using Instagram for influencer marketing. (Neal Schaffer)
  • Research shows that marketers spend a collective $8 billion a year on Instagram influencers alone. (Neal Schaffer)
  • Well over half of influencers (78%) prefer to use Instagram for their branded partnerships. (Neal Schaffer)
  • It is estimated that 37% of Instagram users interact with influencers. (Neal Schaffer)
  • There are more than half a million active Influencers on Instagram. (EarthWeb)
  • Of the brands that use influencer marketing, 79% prefer Instagram. (EarthWeb)
  • There are approximately 157 million micro influencers on Instagram (Buffer)

Tip: Learn more about influencer marketing statistics.

Instagram Marketing Stats

Considering using Instagram in your social media marketing? There’s plenty of incentive to do so. Check out these Instagram marketing stats that will make using Instagram an easy choice.

  • Revenue for Instagram ads is expected to reach $59.6 billion in 2024. (Oberlo)
  • Carousel posts have a higher engagement rate than single photos for business accounts. (Hootsuite)
  • 62.4% of Instagram users rely on the platform when researching brands. (Hootsuite)
  • 81% of Instagrammers rely on Instagram for finding new products and services. (SocialPilot)
  • 87% of users say they take further action upon seeing a product on Instagram. (SocialPilot)
  • Instagram has an estimated advertising reach of 1.6 billion. (2024 Global Digital Report)
  • The cost-per-click for Instagram ads is anywhere from $0.20 to $2. (Influencer Marketing Hub)
  • The average click-through rate on Instagram feed ads is between 0.22 and .88%. (Sprout Social)
  • Advertising options in Instagram include Stories Ads, Image Ads, Video Ads, Carousel Ads, Collection Ads, Explore Ads, and Shopping Ads.

These resources will help you step up your Instagram marketing game: How To Be Successful With Instagram Marketing, How to Use Instagram Ads for Marketers, How to Use Instagram for Business, The Ultimate Instagram Analytics & Insights Guide, What is Social Commerce? Definition, Examples, Tips, A Comprehensive Guide to Social Commerce (Download)

Instagram and Mental Health Statistics

Many experts have shared that Instagram may have a negative impact on users’ mental health. Some studies have linked the platform to depression, body negativity, low self-esteem, and social anxiety. Brands using Instagram for marketing should be mindful of how the platform may affect their target audience.

These Instagram and mental health statistics shed some light on the subject:

Final Thoughts

These Instagram stats show that IG is growing, both in terms of platform usage and in the expansion of features and services. It continues to play an important role in social media marketing, especially when it comes to using influencers. Whether you’re creating a single Instagram post, a whole series of Reels, or uploading to Stories learning more about what makes this platform tick will help you improve your approach.

No matter which social media platform you’re on, Meltwater can help you maximize your Instagram content marketing investment. Our AI-driven social listening and our consumer intelligence technology helps you learn more about your audience so you can create content that resonates. See who’s driving the conversation, learn how they feel about your brand, manage your social reputation, and meet users wherever they are with content that matters.

To learn more, schedule a free demo!