34 Instagram Stats Entrepreneurs Must Know in 2023

Instagram in 2023 is a shortly evolving social platform, with options altering and shifting and disappearing at a generally dizzying fee.

Somewhat than chasing platform updates from Meta, floor your self in onerous information that exhibits what precisely Instagram is true now and the way it’s prone to change within the yr to come back.

These 34 Instagram statistics paint an image of a platform with a shifting viewers that’s nonetheless holding its personal in a crowded social panorama. You’ll discover some invaluable insights for planning your Instagram advertising technique this yr.

Common Instagram stats

1. Instagram is the eighth most visited web site on the earth

In accordance with Semrush, primarily based on whole web site visitors, Instagram is likely one of the world’s prime 10 most-visited web sites globally, with 4.25 billion whole visits per 30 days.

Importantly, whereas most customers login via the cell app, this stat is an effective reminder that individuals could also be viewing your posts on their desktops or laptops, too. Meaning you possibly can’t depend on everybody seeing options which are solely out there within the app, like product tags. It’s price mentioning product names in your captions so net customers can observe them down in the event that they’re impressed to purchase.

2. Instagram is the ninth most-Googled search time period

Fb, Youtube and “climate” all beat out Instagram, however contemplating that Insta is primarily accessed via the app, that is a powerful quantity and extra proof that your viewers is perhaps viewing your content material via a browser — whether or not a cell one or on their pc.

3. Instagram is the 4th most-used social platform

Solely Fb, Youtube and WhatsApp beat out Instagram when it comes to every day international energetic customers, as Instagram clocks in at a powerful 1.386 billion folks.

the world's most used social platforms

For now, it’s beating out TikTok, Twitter, Pinterest and Snapchat, however 2023 can be a yr of massive change, as TikTok is gaining floor quick.

4. Simply 0.1% of Instagram customers solely use Instagram

The probability that an Instagram person additionally has an account on one other social platform is 99.9%. 83% of Instagram customers, for instance, are Fb customers, whereas 56% are additionally on Twitter and 52% additionally use TikTok.

(Conversely, 81% of TikTokers additionally use Instagram.)

What does this imply for entrepreneurs? You’re probably reaching the identical folks throughout completely different platforms. Be sure your content material is exclusive, participating, and related for followers on every platform with a strategic cross-platform marketing campaign.

5. Instagram is the most-downloaded app on the earth

TikTok is available in at second place, adopted by Fb and WhatsApp. Contemplating the Instagram app has been round since 2010, that’s a powerful spot on the obtain charts.

Instagram person stats

6. Instagram has greater than 2 billion energetic month-to-month customers

We mentioned above that 1.386 billion use Instagram every day – however greater than 2 billion now use the platform month-to-month, in line with the newest Meta earnings name.

We’ll dive into how a number of the prime demographics that make up that vast person base within the following Instagram customers statistics.

7. Instagram’s viewers is 52.2% male

And 47.8% feminine. (For now, female and male are the one gender choices out there for Meta reporting.)

It is a change from earlier years, when the viewers was barely dominated by girls. It’s an vital platform regardless of which gender(s) you’re making an attempt to achieve.

8. 47% of American adults use Instagram

Pew Analysis discovered that just about half of Individuals aged 18+ use Instagram. And Forrester discovered that 40% of U.S. adults use Instagram at the least weekly. Message to entrepreneurs: It’s not all about Gen Z. That mentioned…

9. Instagram is Gen Z’s favourite social platform

International web customers aged 16 to 24 choose Instagram to all different social platforms — even rating it above TikTok. If that’s an age cohort you’re trying to attain, Insta is the place to be.

It’s additionally the favourite platform for ladies aged 25 to 34, though males in that cohort choose Fb.

10. 61% of 12-to-17-year-olds use Instagram weekly

That’s a rise of 4 proportion factors from final yr. In the meantime, Fb use on this demographic is declining (to 40%), and TikTok use is rising quickest of all (to 69%).

Social media use is clearly shifting on this demographic, so if you happen to’re advertising to youngsters, you’ll want to remain in your toes. A stable social listening technique may also help.

11. India has essentially the most Instagram customers on the earth

It is a nice reminder that Instagram affords entry to a worldwide viewers, with 249 million customers logging in from India (adopted by the U.S. at 147 million).

Within the third place spot, you’ll discover Brazil, with 117 million customers, adopted by Indonesia and Turkey.

That is vital info when occupied with learn how to outline your audience on Instagram, and what sort of content material to create.

Instagram utilization stats

12. Customers spend a mean of 11.7 hours/month on Instagram

It ranks fifth amongst social platforms, behind YouTube, TikTok, Fb, and WhatsApp. However regardless of the way you slice it, that’s virtually half a day each month spent consuming content material on the platform.

13. Individuals spend 30.1 minutes per day on Instagram

That’s precisely tied with Fb, however behind TikTok, YouTube, Twitter, and Snapchat.

average time spent per day by US adult users on select social platforms 2022

Supply: eMarketer

Let’s put that into context:

14. Instagram accounted for 17% of the time U.S. adults spent on social media in 2022

eMarketer expects this to develop to 18.6% in 2024. In 2022 Instagram nonetheless beat TikTok for proportion of time spent, however by 2024 they’ll be tied.

share of time spent on select social platforms by US adults, 2019, 2022, 2024

Supply: eMarketer

This chart exhibits how shortly issues can change on the social media entrance, with TikTok popping out of nowhere. For now, TikTok’s beneficial properties appear to be coming from a lack of time spent on Fb, reasonably than consuming into Instagram’s share (which continues to develop).

Nonetheless, it’s an excellent reminder that it’s best to by no means develop into overly reliant on a single social platform or technique. Unfold your eggs over a number of baskets to assist future-proof your social advertising technique.

Instagram Story stats

15. The potential advert viewers on Instagram Tales is 996 million

For reference, you possibly can doubtlessly attain 1.32 billion customers on the primary feed. Does that imply essential feed is a greater advert guess? Not essentially. All of it relies upon the place your viewers spends most of their time.

Instagram analytics may also help you determine whether or not Tales or essential feed posts get extra consideration out of your viewers. Whereas this isn’t the one issue to contemplate when planning Instagram advert placement, it’s a helpful information level to have readily available.

16. Probably the most energetic manufacturers submit 17 Tales per 30 days

There’s an vital lesson right here for overworked social media managers: Give your self a break. If the most energetic manufacturers are posting tales about each different day, you possibly can really feel assured saying no to a boss who expects every day Tales content material.

Instagram Reels stats

17. The potential advert viewers on Reels is 758.5 million customers

Once more, for reference, feed adverts can attain as much as 1.32 billion, and Tales adverts can attain as much as 996 million. Anticipate this to alter within the coming yr as Reels adverts develop into extra mainstream.

18. Folks reshare Reels 1 billion occasions a day via DMs

By DMs! Darkish social is actual. Reels are properly established as the very best Instagram floor for getting in entrance of Instagram customers who don’t already observe your account. That is simply one other method wherein Reels can broaden your attain.

19. Reels take up 30% of the time folks spend on Instagram

And this quantity is rising quick, up 50% from the 20% reported in Meta’s Q2 2022 earnings name. For those who don’t but have an Instagram Reels technique in place, make 2023 your yr to interrupt into the short-form Instagram video scene.

20. 21% of U.S. Gen Z adults use Reels weekly

Instagram Reels statistics for Gen Z use pale compared to the 53% of the identical demographic who use TikTok each week. However it’s nonetheless a considerable portion of younger folks consuming short-form video on Instagram.

This, mixed with the Instagram person statistics above that confirmed substantial overlap between Instagram and TikTok audiences, means you possibly can’t get away with simply posting your TikToks to Reels and hoping for the very best. Simply to drive it dwelling once more, it’s at all times a finest follow to create distinctive content material for every platform.

21. Reels accounted for 5.4% of Instagram advert impressions between Thanksgiving and Cyber Monday

That’s nonetheless a small proportion, nevertheless it’s an astonishing improve from simply 0.9% throughout this extremely vital purchasing interval final yr. Reels adverts are nonetheless comparatively new and supply an excellent likelihood for experimentation and testing.

22. 15 of the highest 20 most used songs globally on Instagram Reels are by Indian artists

We mentioned above that India has extra Instagram customers than some other nation, which definitely contributes to this statistic.

Instagram analytics may also help you perceive the place your personal viewers is predicated. Don’t assume your followers all reside in the identical nation (and even continent) as you do, or that their cultural experiences are the identical as your personal.

Social is a worldwide medium, which is all of the extra cause to create a various social crew inside your group.

example of music available on reels Meta

Supply: Meta

Instagram stats for enterprise

23. Instagram is the #1 social media platform for folks to attach with manufacturers

This stat comes from a Meta-commissioned Ipsos Advertising research. The precise phrasing is “folks surveyed mentioned Instagram is the #1 place to maintain up with their favourite manufacturers in comparison with different platforms.” What precisely this implies could also be open to interpretation, nevertheless it definitely exhibits that individuals all for your model anticipate finding you on Instagram.

24. The typical Instagram enterprise account grows its followers by 0.98% every month

In fact, this varies considerably by {industry}. Listed here are some industry-specific Instagram follower progress stats benchmarks:

  • Schooling: 0.03%
  • Leisure and media: -1.59%
  • Monetary providers: -0.07%
  • Meals and beverage: -0.88%
  • Actual property: -0.06%
  • Retail: -0.37%
  • Journey/hospitality/leisure: 0.33%

Discover that progress is unfavorable proper now for a lot of industries – so don’t be alarmed if you happen to’ve seen your personal follower depend drop a bit in latest months. To counteract the pattern, try our suggestions for rising your Instagram followers right here.

25. Enterprise accounts submit a mean of 1.71 feed posts a day

To interrupt that down: for the common Instagram Enterprise account, 48.9% of all essential feed posts are photographs, whereas 31.8% are movies and 19.3% are carousel posts.

It’s price noting that the share of video posts virtually doubled from 16.3% final yr. For those who’re nonetheless targeted solely on photographs when posting on Instagram, it could be time to modernize your content material technique.

26. The common engagement fee on Instagram enterprise account posts is 0.54%

That skews a bit larger on video posts (0.61%) and a bit decrease on photographs (0.46%), however if you happen to’re beating that benchmark of 0.54%, pat your self on the again.

Apparently, engagement fee modifications along with a model’s Instagram follower stats. As manufacturers develop their followers, engagement charges usually dip. Our digital developments report revealed the that enterprise accounts with fewer than 10K followers loved larger engagement charges than manufacturers with 100K+ followers.

Instagram engagement rates comparison

On the lookout for inspiration to develop your engagement past that? We’ve acquired you lined with Instagram engagement suggestions proper right here.

27. 35% of Instagram customers will make a purchase order on the platform in 2023

That’s simply behind Fb and TikTok, each of which is able to see a purchase order proportion of 37%.

However percentages don’t inform the entire story due to the various person numbers for every platform. Right here’s the way it breaks down when it comes to precise folks making purchases on every social community:

US social commerce buyers, by platform, 2019-2025

Supply: eMarketer

Take into account that buying behaviors additionally differ by demographic. For Gen Z, Instagram is the prime social commerce platform.

28. 15% of U.S. customers begin their on-line purchasing searches on Instagram

TikTok made information this yr as the popular search engine amongst youthful Web customers. However for now, Instagram nonetheless ranks larger as a platform for beginning a web based purchasing search. For comparability, TikTok is the platform of selection for 11% of Individuals starting their purchasing searches.

29. Instagram accounts for 7.51% of net visitors referrals from social media

That may not sound like lots, nevertheless it’s truly the third-ranked platform behind Fb and Twitter. (Fb is the runaway chief on this class with 71.64%.)

The extra vital element right here is that Instagram’s share of net visitors grew 88.2% final yr, whereas Fb’s shrank 0.8%. Instagram used to have an actual scarcity of the way to hyperlink out to web sites, however that’s dramatically modified with purchasing options like hyperlink stickers and tags. Look ahead to this determine to proceed to develop.

30. Solely 25% of Instagram customers suppose the the platform protects their privateness and information

That’s a major drop from 41% in 2020. Oddly, provided that Instagram falls underneath the Meta umbrella, it’s nonetheless trusted by extra folks than Fb (18%).

That is vital for entrepreneurs as a result of belief is a crucial ingredient of social commerce.

Not surprisingly, the share of people that say they really feel protected utilizing the platform can also be dropping, from 50% in 2020 to 36% in 2022. That places it about in the course of the pack in terms of social belief.

US social media users who feel safe participating/posting on social platforms, 2022-2022

Supply: eMarketer

Instagram advert stats

31. 61% of Instagram’s promoting viewers is aged 18 to 34

Listed here are the specifics of the way it breaks down by age and gender.

Instagram advertising audience profile

32. Instagram adverts can attain 76% of the inhabitants aged 13+ in Turkey

That’s the best advert penetration on the earth, adopted by 66.5% in Argentina and 65.9% in Brazil.

For comparability, Instagram’s advert penetration within the U.S. is 51.4%. The UK and Canada are available at 51.9% and 49.4%, respectively.

But once more we see that whereas Instagram is a worldwide medium, it’s not the identical across the globe.

Instagram advertising eligible reach rate

33. Instagram’s advert income is predicted to be $50.58 billion in 2023

That’s nonetheless behind Fb’s $71.32 billion, however Instagram’s share of the Meta promoting pie is rising steadily.

That’s as a result of Fb’s advert revenues are falling, whereas Instagram’s proceed to extend. eMarketer predicts Instagram’s advert income will develop 12.1% this yr whereas Fb’s falls 1.2%.

US social network ad revenue growth, by company, 2019-2024

Supply: eMarketer

34. Instagram adverts’ CPM elevated 17% in Q3 2022

Within the final two years, they elevated 55%.

It’s getting dearer to achieve your viewers via Instagram, which makes it ever extra vital to grasp your viewers and take advantage of the out there advert focusing on choices.

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