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 basic social media statistics covered already — let’s look at the top Instagram statistics and fun facts for 2025 so you can start planning your Instagram marketing strategy!
Table of Contents:
General Instagram Stats
Instagram Growth Statistics
Instagram User Statistics
Instagram Usage Statistics
Instagram Followers Statistics
Instagram Live Statistics
Instagram Reels Statistics
Instagram Stories Statistics
Instagram Influencer Statistics
Instagram Marketing Stats
Instagram and Mental Health Statistics
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 top level Instagram statistics you’ll want to know:
- Instagram has 2 billion monthly active users (MAU). (Global Digital Report)
- Instagram has been downloaded 3.8 billion times. (Neal Schaffer)
- Users share more than 95 million photos and videos on Instagram each day. (Neal Schaffer)
- Instagram was the second most downloaded app in 2024, with more than 759 million downloads worldwide. (Business of Apps)
- Instagram is the 3rd most popular app by MAU. (Global Digital Report)
- 50% of Instagram users engage with brands on a regular basis. (SproutSocial)
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 brands.
Here’s a peek at some key Instagram growth statistics:
- Instagram advertising reach increased by 3.2% between Q4 2024 and Q1 2025 (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 gone. 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:
- 55% of Instagram users around the world identify as female, compared to 45% who identify as male. (Hootsuite)
- Users in the 18-34 age group make up Instagram’s core user base, with men in the majority. (Global Digital Report)
- However women aged 35-65+ use Instagram more than men. (Global Digital Report)
- Southern Asia has the highest advertising reach for Instagram at 25.7%, followed by South America at 13.6% (Global Digital Report)
- Users in Turkey spend the most time on Instagram, averaging 32 hours a month. (Global Digital Report)
- Teens say that Instagram is their fourth most preferred social network, behind YouTube, TikTok and Snapchat. (Pew Research Center)
- There are over 200 million Instagram business profiles worldwide. (Omnicore Agency)
Instagram Usage Statistics
Instagram usage is going strong, with a majority of users visiting the platform daily.
Here are some Instagram usage statistics to give more context to its popularity:
- About 20% of Instagram total users are daily active users (SocialPilot)
- 21% of users log in on a weekly basis. (SocialPilot)
- On average Instagram users worldwide spends about 16 hours and 13 minutes a month on the platform. (Global Digital Report)
- 38% of users log in for multiple sessions per day. (SocialPilot)
- Carousel posts have the highest average engagement (.64%) (Global Digital Report)
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 3 times per week have the best engagement. (Shopify)
- The average engagement rate on photos posted by business accounts is .35%. (Global Digital Report)
- Business accounts with fewer than 10,000 followers have an average engagement rate of .6%. (Global Digital Report)
- Accounts in the education sector have the highest engagement rate compared to other industries (SocialPilot)
- Reels that are between 60-90 seconds generate 24% more shares (SocialPilot)
- The most followed account on Instagram is Instagram which has more than 684.7 million followers. The second most followed account is Cristiano Ronaldo who has 646.8 million followers. (Global Digital Report)
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.
- The second most followed brand (besides Instagram) is Nike with 302.9 million followers. (Global Digital Report)
- 67% of Instagram users actively follow at least one brand on Instagram. (SocialPilot)
Instagram Live 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 tune into 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:
- 90% of users engage with Instagram Reels on a regular basis. (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)
- Over half of all engagement (59%) for content creators on Instagram comes from Reels posts. (SocialPilot)
- Business accounts see a .45% engagement rate on Reels (Global Digital Report)
- Beauty brands invest heavily in Reels with 44% of their content production going toward Reels.
Source: (SocialPilot)
Tip: Read our full guide about what Instagram Reels is all about and learn how to schedule Instagram Reels.
Instagram Stories Statistics
Instagram Stories allow marketers to connect with followers beyond the feed. These Instagram Stories stats underscore just how essential this feature has become:
- 70% of Instagrammers watch Stories every day. (SocialPilot)
- 71.9% of brand content appears on Stories (Hootsuite)
- Stories have an average reach of .91 (Hootsuite)
- Brands publish an average of 10 Instagram Stories per month. (StartupBonsai)
- The more Story frames, the lower the retention rate. (Rival IQ)
- Posting between 1-7 Stories per day is recommended by Instagram for maintaining a good completion rate and presence on Instagram. (Buffer)
- In 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)
Tip: Read our complete guide to Instagram Stories.
Instagram Influencer Statistics
Instagram is a very popular platform for influencer marketing and continues to help brands broaden their reach.
These Instagram influencer statistics show why you should consider working with Instagram influencers (if you're not already!):
- 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)
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 from Instagram ads reached $70 billion in 2024. (Oberlo)
- Carousel posts have a higher engagement rate than single photos for business accounts. (Global Digital Report)
- 44% of Instagram users rely on the platform for product reviews and recommendations. (Hootsuite)
- 67% use Instagram for researching brands. (SocialPilot)
- 87% of users say they take further action upon seeing a product on Instagram. (SocialPilot)
- Instagram has an estimated advertising reach of 1.74 billion. (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:
- Depression among adolescents is increasing. As of 2021 it had increased by 52% within 1 year. (American Psychology Association)
- 27% of teens who use social media for 3+ hours per day face psychological issues, including an increase in suicidal thoughts. (American Psychology Association)
- Kids and teens spent 17% longer on media platforms in 2019-2020 compared to previous years. (Common Sense Media)
- One in three women say they edit their photos to change their height, weight, or shape before posting to Instagram. (American Psychology Association)
Final Thoughts
These Instagram stats show that Instagram 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 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!
