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How Many Users Does Instagram Have? and Other Instagram Statistics

Updated: December 13,2020

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Instagram. Isntagram. Instigram. Imstagram. Instargram. One of the most commonly misspelled social networks ironically got its name with the idea of being easy to spell and pronounce. A portmanteau of “instant camera” and “telegram,” Instagram’s aim was to provide a platform where snapping photos, applying cool filters and sharing images with your friends was always just a few clicks away.

While the name turned out to be more challenging than its creators envisioned, the platform itself took just two months to reach its first million users. Just two years later, Facebook bought it for $1 billion in October 2010.

So, how many users does Instagram have anyway? Read on to find out!

Instagram Demographics

1. There are over 1 billion active monthly users on Instagram.

(Instagram) (Statista)

According to Instagram, they passed the one billion mark in June of 2018, and the number of Instagram users has only been growing since.

Just how many users does Instagram have in total? No one knows, really, as there are many inactive accounts. Instagram monthly active users are users who logged in to the platform at least once a month during the survey period, so we can safely assume that the total number of Instagram accounts is larger still.

As far as these Insta stats are concerned, they place the network in sixth place globally in terms of active monthly users, behind WeChat with 1.1 billion, FB Messenger with 1.3 billion, WhatsApp with 1.6 billion, YouTube with 2 billion and Facebook with 2.4 billion active monthly users.

2. Over 500 million people use Instagram Stories daily.


Ever since their launch in 2016, Instagram Stories have been a staple feature for the social network. Originally modelled after Snapchat’s idea, other networks such as Instagram and Twitter quickly adopted the format - take photos or video clips, add effects, and have the content automatically disappear after 24 hours.

Looking at how many people use Instagram to post stories, it’s clear that this feature is one of the most popular types of Instagram posts on the platform. They are also very popular with brands, who invest a lot of time and money into their Stories content.

3. Instagram’s population is 49% male and 51% female.


According to the latest Instagram statistics, unlike the female-dominated Facebook, and the male-dominated LinkedIn, Instagram demographics are more evenly distributed between men and women, with the latter being slightly in the lead. Bear in mind that this refers to the addressable ad audience of Instagram. While these Instagram gender statistics might not be fully representative of all of the platform’s accounts, it should be fairly accurate as an estimate.

4. 43% of women and 31% of men use Instagram in the United States.

(Pew Research Center)

While the global Instagram account statistics show a pretty even mix between male and female accounts, women are a lot more active on Instagram in the States. This mirrors Facebook (75% women vs 63% men) and Pinterest (42% vs 15%), while YouTube (68% vs 78%), LinkedIn (24% vs 29%) and Twitter (21% vs 24%) are used more by men. Snapchat is the only social network with an even 24% split across both genders.

5. With 116 million active users, the United States is the largest Instagram market worldwide.


According to Statista’s Instagram statistics from 2019, the United States is, by far, the largest market for the social network. India and Brazil are behind with 73 and 72 million active monthly users. Indonesia ranks fourth with 60 million, followed by Russia with 42 million, Turkey with 37 million and Japan with 27 million.

6. People aged 18 to 24 are the most frequent Instagram users in the United States.

(Pew Research Center)

Instagram users statistics haven’t really changed much in the past couple of years. Instagram is a network primarily popular with the younger demographic in the United States, with 75% of those in the 18-to-24 age bracket claiming to have used it at least once.

Instagram Business Statistics

7. Instagram earned $9.08 billion in US ad revenue in 2019.


Instagram revenue has been steadily improving year by year over the past decade. In 2019, it leapfrogged the previous year’s $618 billion, which, itself, nearly doubled 2017’s $3.22 billion. According to EMarketer’s predictions, by the end of this year net ad revenue will surpass $12 billion and by the end of 2021 it will be over $15 billion.

8. By the end of 2020, Instagram will account for around 30% of Facebook’s ad revenue.


Instagram growth statistics are impressive in their own right - doubly so when you consider that Facebook owns Instagram. The photo-sharing platform has been a key driver of new Facebook IP related growth in the past few years. Andy Hargreaves, an analyst at KeyBanc Capital Markets, expects the trend to continue in the future, with Instagram accounting for 30% of the total and 68% of the new ad revenue that the corporation earns during the fourth quarter of 2020.

9. Influencer marketing will be worth $8 billion on Instagram in 2020.


Advertising spent on the most popular people on Instagram was $5 billion in 2018, and as both the total number of influencers and the average number of Instagram followers increases we can be sure that advertisers will be willing to shell out more to use this momentum for marketing purposes.

10. 90% of users follow a business on Instagram.


According to Instagram statistics for business, almost everyone who’s active on Instagram these days follows at least one business on the network.


According to Unimetric’s Instagram follower statistics, Fashion is the undisputed leader across all consumer industries, ahead of athleisure with 21.77 million, cosmetics with 15.37 million, Auto (15.02 million) and food (4.42 million).


Nike remains the sovereign brand leader on Instagram. According to Unmetric’s Instagram statistics, Victoria’s Secret only managed to reach second place with 68 million followers. Huda Beauty came in third with 38 million, followed by Chanel and Gucci hovering around the 36 million mark, along with Zara, Louis Vuitton, Dior and Adidas. Mac is the only non-fashion brand in the Top 10 with around 22 million followers on Instagram.

13. The best time to post on Instagram is between 10 AM to 3 PM from Tuesday to Friday.

(Sprout Social)

Let’s get this out of the way first - the best time to post on Instagram is heavily going to depend on your industry, target audience...etc. Still, according to SproutSocial’s Instagram post statistics, high engagement windows are generally from Tuesday to Friday between 10 AM and 3 PM every week, while peak times tend to be Wednesdays at 11 AM, and Fridays between 10 and 11 AM. Conversely, the worst day for Instagram engagement tends to be Sunday, while the worst time is generally between 11 PM and 3 AM.

14. One-third of the most-viewed Instagram Stories come from businesses.


Much like Facebook, Instagram also quickly adopted Snapchat’s Stories feature. Instagram Stories posted by various brands tend to be very popular, as they are often one of the primary methods companies use to communicate with their followers.

15. 50% of businesses create at least one Instagram Story per month.


According to EmbedSocial’s Instagram Story statistics, many businesses post a lot more than one story. However, half of those interviewed don’t even bother with one, missing out on potential audience interaction, considering that 500 million people use the Stories feature every day.

Instagram Usage Statistics

16. Instagram is the sixth most visited website globally.


There are a lot of different metrics for website popularity, and some, like Alexa, place Instagram way lower on the global list. SimilarWeb’s Instagram page statistics, however, take a lot of different metrics into consideration to arrive at their results. These include: the number of pages visited, the average visit time, and the bounce rate. Google is the sovereign leader, followed by its most profitable acquisition, YouTube. The website of Instagram’s parent company Facebook ranks third, ahead of Baidu and Twitter. According to Instagram statistics, the website is ahead of Xvideos, Wikipedia and Amazon.

17. Instagram is the second most downloaded app on the App Store.


According to Apple, Instagram statistics since 2018 have consistently placed the app near the top of the pack, just shy of the undisputed leader, YouTube. Instagram also has a fantastic 4.8 score out of over 15 million ratings. As for the Google Play store, it has been installed on more than one billion systems, and has an average score of 4.4 from over 93 million users who left a rating.

18. The average user spends 27 minutes a day on Instagram.


Whether logging in through the Instagram desktop app or using Instagram mobile, the typical user spends almost half an hour a day browsing the platform. While still lower than Facebook’s 38 minutes, it shows a growth trend, with  time predicted to rise to 28 minutes in 2020.

Meanwhile, looking at Instagram vs Facebook statistics, the latter has gone down from an average of 41 minutes a day in 2017, to 38 minutes in 2019. Predictions see a further drop to 38 minutes in 2020.


When it comes to Instagram use statistics, most people use the platform primarily to view images and videos. In fact, when it comes to pictures, it’s the most popular social platform around, ahead of Facebook and Snapchat. What else is Instagram used for? Publicly sharing photos, videos and other content is popular with 45% of the users, while 31% prefer to do so in private one-on-one or group messages. 23% prefer to use it for networking purposes, and 18% of people read their news on Instagram. Finally, about 11% shop for products and another 9% promote their own merchandise on Instagram.


When it comes to user engagement, the general metric used by Statista is how many minutes people spend on a social network per month. Facebook is first, with nearly 770 minutes a month. It is followed by TikTok (498 minutes), Messenger by Google (335 minutes), WhatsApp (292 minutes), Telegram (274 minutes) and Discord (253 minutes).

Instagram engagement statistics show that the average user spends around 203 minutes on the platform per month. We already saw that the mean daily time on Instagram is around 27 minutes. Thus, when it comes to Instagram, daily active users seem to be a small part of the overall demographic.

21. Video posts receive twice as many comments compared to other post types on Instagram.


Hubspot’s Instagram video stats show an interesting trend: although it is primarily an image sharing platform, and people generally spend more time on watching and sharing images, video content is still most likely to generate user engagement. The most followed brands on Instagram make ample use of video content in their advertising campaigns, as well.

22. There are 4.2 billion likes on Instagram per day.


How many users does Instagram have that like photos every day? It’s impossible to tell, really. However, if we consider that the average number of Instagram active users is around one billion per month, this means that quite a few people “like” more than one photo per day.

23. Around 95 million photos are uploaded to Instagram every day.


Speaking of live Instagram statistics, Wired reported that nearly 100 million images were uploaded on Instagram in 2016. There haven’t been any updates from Instagram or other sources, but we can safely assume that by 2020 the number has grown well over 100 million. If we compare another popular image-sharing platform, Snapchat vs Instagram statistics show that there are 2.1 million snaps every second.

24. 130 million Instagram accounts per month tap on a shopping post to learn more about products.


According to Facebook’s statistics on Instagram, over 10% of the network’s active user base makes use of shopping posts in their news feeds to find out more about various branded products. In fact, 70% of shopping aficionados turn to Instagram for product discovery.

Instagram User Statistics

25. 37% of US adults have used Instagram at least once on their desktop or mobile devices.

(Pew Research Center)

According to Pew Research Center’s Instagram facts and statistics, well over a third of US adults were active on Instagram at some point. This includes 43% women and 31% men, and makes it the third most popular social network in the United States after Facebook (73%) and YouTube (69%).

26. 63% of users in the United States visit Instagram at least once a day.

(Pew Research Center)

Instagram account data from Pew Research Center tells us that over two-thirds of the Instagram population in the States is active on the platform on a daily basis. Of those on Instagram active now, 21% visit the platform once a day, while another 42% do so more than once daily. This makes it the second most visited social network in the United States after Facebook (74% visit it at least once per day), but ahead of Snapchat (61%), YouTube (51%) and Twitter (42%).

27. 72% of teens in the United States use Instagram, and for 15%, it is the most used social network.

(Pew Research Center)

So now we know about the adults in the country. But how many users does Instagram have among the younger population in the United States? Over 70%. However, only 12% cite Instagram as their favorite social network around. Compare this to Snapchat, which is used by fewer teens (69%) but half of those claim it’s their social network of choice (35%). Still, Instagram ranks just behind YouTube (85%) in terms of how many teens use it in the United States. Facebook is no longer as popular as it was in the past - only about 51% of teens interviewed by Pew Research Center mentioned using it, and just 10% said it was their favorite social network around.

28. Travel (45%), music (44%), food (43%) and fashion (42%) are the most commonly pursued user interests on Instagram.


When thinking about how to market on Instagram, you have to consider what the target audience really wants. When it comes to Instagram, most people are interested in travel, music, food and fashion. Other topics of interest for the average Instagram user include movies (41%), health and fitness (35%), technology (32%), skin care/cosmetics, sports (30%), and news (28%). Fashion and sports brands, along with popular celebrities, tend to have the highest live subscriber count on Instagram.


Instagram’s Explore feature is basically a curated news feed, presenting users with different posts from people that they don’t follow yet, based on their interests and likes. Considering how many Instagram users in 2019 made use of this function, it’s no wonder thatInstagram’s parent company Facebook started rolling out ads in the feature in the summer of 2019. According to their Instagram insights, the number of people using the Explore function is growing daily, so providing that advertisers don’t overdo it with aggressive marketing, it should provide one of the best ways to reach new audiences on Instagram.

30. There are over 558 thousand active influencers on Instagram at the moment.


Speaking of facts about Instagram, it’s impossible to understate the importance of influencer marketing. Influencers are basically people with enough “pull” on social networks to influence people’s purchasing decisions. This influence can be gained through perceived (and proven) experience and expertise in a chosen field, popularity and relationship with their audience.

The most popular people on Instagram tend to be important as influencers, and are widely used by advertisers. Over half a million users on the platform count as influencers, with the least influential of them having around a thousand followers and the most influential people well in excess of a million.

31. One-third of all Instagram channels are influencers with fewer than 100k followers.


Speaking of Instagram follower statistics, we can categorize influencers into several categories based on how many followers they have. The least influential people still recognized as influencers are called nano-influencers, and their live sub count is between 1,000 and 10,000 followers. Micro-influencers sometimes refer to anyone below 100k followers, but generally we’d consider it people with 10k to 50k subs. Mid-tier influencers are anywhere between 50k and 500k, while macro-influencers have 500k to 1 million followers. Finally, the elusive 1 million+ club is usually reserved for big movie, music and sports celebrities, and these are the so-called mega-influencers.

32. Influencers on Instagram charge anywhere between $41 and $3,138 for a piece of content.


Now that we have a better idea about how influencer marketing works on Instagram, let’s talk numbers. Obviously, top Instagram accounts are able to rake in serious money, but even micro and nano influencers can earn pretty decent money if they are reasonably active on the platform. Klear simplifies influencer marketers by splitting them into just four groups, from nano to celebrity status (500 to 500k+ followers). If you have at least 500 followers (but realistically closer to 1k) you can expect around $43 for an Instagram Story, $100 for a post, and around $114 for a video.

On the other end of the spectrum, those with the most Instagram follower charge from $721 for Instagram Stories to a staggering $3,138 for video content. For reference, celebrity posts on Facebook are worth around $2,400 on average, and the only more expensive type of content around is celebrity-status influencer videos on YouTube, which average $3,857 per video.


The Real Madrid star and winner of several “Footballer of the Year” awards is the most followed person on Instagram, ahead of Ariana Grande (163 million) and Selena Gomez (156 million). They are followed by Dwayne “The Rock” Johnson (155 million), Kim Kardashian West (147 million) and her sister Kylie Jenner (145 million). The only account more popular than these celebrities is the official account of Instagram itself, which has almost 312 million followers.

34. Kylie Jenner is the world’s highest earning Instagram celebrity with an average post costing around $1.26 million.

(Influencer Marketing Hub)

Although she’s only the sixth most popular celebrity on Instagram, Kylie is, by far, the highest earner. With well over 140 million followers, and an engagement rate of 2.62%, she’s able to reach nearly 4 million potential customers, which is a huge number for any brand able to afford her.

The second highest earner is Ariana Grande, costing $0.99 million per post, Christiano Ronaldo’s posts cost around $0.97m, while Kylie’s sister and original Instagram sensation Kim Kardashian earns about $0.91 million per post. Other people turning their impressive Instagram follower count into serious cash include Selena Gomez and Dwayne “the Rock” Johnson ($0.88m), as well as Beyonce ($0.78m), Taylor Swift ($0.74m) and Justin Bieber ($0.72m).

35. 46.6% of Instagram users have less than 1,000 followers.


Instagram facts to make you depressed: Kylie Jenner earns more than most people see in a lifetime just by making a post on Instagram. It’s hard to read these and similar Instagram statistics free of any prejudice, but how much success can we, “mere mortals” expect on Instagram, should we commit to gaining a follower army? According to Hubspot’s research, the majority of people on Instagram have less than 1,000 followers. Around 33.5% have between 1k and 10k, 9.8% have between 10k and 50k and 2.7% between 50k and 100k. Around 5.5% have a follower base of up to a million, and about 2% of Instagramers are mega influencers with over 1 million followers.

Instagram ads statistics are clear - over 70% of influencers on the network are nano or micro influencers, and this is definitely a market that advertisers need to pay attention to. Sure, big brands can afford the ludicrous prices that come with the massive reach of celebrities, but people with a dedicated follower base of a few thousand people can be just as beneficial for smaller businesses who are on a budget.

Instagram Hashtag Statistics

36. The average Instagram post contains 1.01 hashtags.


Hashtags originally appeared on Twitter in 2007, as a way to organize post metadata and broaden the reach of people’s posts. This is done by indexing all posts with specific hashtags and thus making it easier for people to search for specific content and be directed towards matching posts. Despite taking off on Twitter, it quickly became viral on all major social networks such as Facebook and Instagram, too.

If we look at the history of Instagram, the network was always very visual and attention-grabbing in its approach and presentation. You would think that this translates into a formula whereby cramming as many hashtags into your posts guarantees broad coverage and mass reach. But, a lot of the spammy content on Instagram and other social networks includes a large number of hashtags, and many people mislabel their hashtags which causes people to avoid posts that go overboard with them.

Furthermore, good content and influential users get their engagement naturally, not so much because of the number of hashtags and/or people outside of their following who stumble upon their posts. While new Instagram statistics show that the average user’s post has just over one hashtag, not everyone is an influencer or has aspirations of reaching new crowds with their posts. Meanwhile, engagement steadily drops between one and twenty hashtags used, so experts advise using no more than five in any given post, no matter the topic.

37. #Love is the most used hashtag on Instagram, with nearly 1,250,000 uses yearly.


Since the average Instagrammer uses approximately one hashtag per post, chances are Instagram posts would have #love, #fashion, #instagood, #repost, #photooftheday or #style. These top five hashtags saw more than 500,000 uses during the previous year, with #love and #fashion being the only ones to break the one million mark. Widely-used and engagement-generating hashtags are not the same thing, though, as we’ll see in our next stat.

38. When it comes to engagement, #9gag wins with nearly 80,000 user engagements.


According to Hubstaff’s Instagram stats from 2018, #9gag was far and away the most popular hashtag when it comes to generating user engagement and reactions to posts. A distant second place was claimed by #WorldCup. #Football was also popular, as was #Space, both hovering around the 20,000 Instagram user count. #Science and #Soccer also made the list, while the most popular brand on Instagram - #Nike - only managed to score eight place on the list.

Instagram Advertising Statistics

39. There are 878.8 million users reachable by advertising on Instagram.


According to Hootsuite’s Instagram statistics, 15% of the internet audience aged 13 and older can be reached with advertisements. Just how many Instagram accounts are there in total? No one’s really sure, but according to the company, over a billion people are active on the platform daily. Most of the time, there is some discrepancy between the total number of active users and those reachable by advertisements, though, hence the difference in stats reported by Instagram and Hootsuite. The largest percentage of the global advertisable population comes from the United States, India and Brazil.

40. 46% of people globally have made a purchase after seeing a product or service on Instagram.


Almost half of users who saw a product or service on Instagram, proceeded to buy it. This stat includes both online and offline purchases, and we can only hazard guesses as to which products see higher conversion rates, but Instagram like statistics give us a pretty good idea as to what’s popular on the platform (hint - fashion and beauty industries). The conversion potential may vary wildly from industry to industry, and the top influencers might cost a small fortune to hire, but considering how prolific of a shopping crowd Instagram users are, it’s no wonder that advertisers are investing more and more into Instagram.

41. 73% of marketers use Instagram.

(Social Media Examiner)

According to Social Media Examiner, the two Facebook owned properties are dominant forces when it comes to social network marketing. Facebook is in the lead with 94% of marketers making use of the platform. Twitter is in third place with 59%, followed by LinkedIn with 58% and YouTube with 54%. Pinterest is in a distant sixth place with 28%, while Snapchat has only 6%.

42. 38% of social media marketers use Instagram Stories, while 26% use Instagram native video.

(Social Media Examiner)

According to Social Media Examiner,  Instagram video statistics are not all that impressive when it comes to advertisers. In fact, Facebook videos are nearly twice as popular, while YouTube videos are used by 57% of advertisers. Stories are doing a lot better, though. Instagram live statistics play a big part in the popularity of Instagram Stories as a video content marketing vessel. It allows influencers on Instagram to stream live videos to their followers and engage with them directly. Stories video content ranks third for advertisers, just below Facebook and YouTube videos, and ahead of other native Instagram video types, Facebook Stories and Twitter/LinkedIn videos.

43. 25% of all sponsored posts on Instagram revolve around the fashion Industry.


Sponsored ads don’t contribute to Instagram stats for free, but they are not classic advertisements either. A sponsored post is basically an organic post that you then pay to promote, so it gets a higher audience reach (mostly so that it will be seen better by those not following you/your brand). Considering that fashion is one of the most popular topics on Instagram, and certainly the one with the most followers, it’s little wonder that so many people and businesses opt for giving their posts a little financial injection to boost their visibility. According to Instagram food statistics, people in this sector sponsor around 12% of all posts. Entertainment follows with 11%, and then we have baby and humor sectors (10%), beauty (7%) and art and travel (5% each).

44. With 22.61 million followers, MAC Cosmetics is the world’s leading beauty brand on Instagram.


We mentioned earlier that cosmetics are, next to fashion, one of the main topics of interest to people on Instagram. When it comes to beauty-related brands, MAC Cosmetics just edges out Kylie Cosmetics (a brand established and owned by the world’s richest Instagrammer Kylie Jenner), whose 21.81 million followers places it in second place, ahead of Anastasia Beverly Hills (19.71m), Calvin Klein (18.73m) and Sephora (18.38m).

45. 78% of B2C marketers use Instagram.

(Social Media Examiner)

According to Instagram statistics, the app is very popular with Business to Client (B2C) Marketers. Facebook is more widely used (97%) but Instagram beats out Twitter (57%), YouTube (54%), LinkedIn (46%) and Pinterest (30%). Instagram is gaining ground each year, but Facebook is still far ahead.

46. 66% of B2C marketers use Instagram.

(Social Media Examiner)

Speaking of Instagram marketing statistics, it’s not doing as well with Business to Business marketers (B2B) as it is when it comes to B2C marketing. While over two-thirds of B2B marketers use the platform, that gave it only fourth place in Social Media Examiner’s survey. Facebook was first with 91%, followed by LinkedIn (80%) and Twitter (67%). YouTube scored fifth place with 54%, while 25% of B2C marketers use Pinterest.

47. Instagram is the most important social network for 14% of social media marketers.

(Social Media Examiner)

When it comes to social network advertising, Facebook still reigns supreme. Over a third of marketers (61%) consider it their most important tool for social media marketing.  What is Instagram doing? Well, they improved from 10% to 14%, moving to a shared second spot with LinkedIn, which also grew from 12%. YouTube is favored by only 5% of marketers, while Twitter is the preferred platform of 4% of social media marketers.

48. 13% of video marketers use Instagram Live Video.

(Social Media Examiner)

When it comes to video, Instagram live statistics account for a small fraction of the overall result. Interestingly enough, 43% of marketers don’t even use live video. Of those that do, 31% make use of Facebook Live, with Instagram Live coming in second. YouTube Live follows with 7% and Twitter/Periscope Live has 3%. Live video is still an underused tool by advertisers, but more and more are embracing it each year.

Fun Facts about Instagram

49. Pizza is the most Instagrammed food of all time with over 43 million posts to date.


The most well-known and popular food worldwide is quite the sensation on Instagram, as well. According to Cooknst and their Instagram blog, Pizza is in the lead ahead of hamburger (35 million posts), sushi (23.6 million), steak (10.2 million) and macarons (5m). We are talking about hashtag mentions here, as it is the easiest way to quantify how much a topic is being talked about.

50. A picture of an egg is the most-liked image on Instagram with over 54 million likes as of January 2020.


The photo started as a joking attempt to beat the popularity of Kylie Jenner’s picture which was the previous leader with 18 million likes. The number was beaten easily within a much shorter time frame than expected, and it just kept growing from there. Many users made an Instagram log in just to leave their “like.” As of writing this article, the number was at 54,181,074 likes, but by the time you read this it might even break 55 million. It’s the most viewed post on Instagram by a rather large margin and is likely to stay so unless a similar initiative dethrones it in the future.


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A true tech and gaming savant, Ivan has been fascinated by the digital world since the early days of gaming on antiques such as the ZX Spectrum and Commodore’s beloved Amiga. Whether you’re interested in the latest PC and console gaming news, antivirus software, or smartphone reviews, or simply want to learn about the newest geeky gadgets around, we at KT have you covered, and Ivan’s likely the one we’ll ask.

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