25+ Instagram Marketing Statistics For 2023: The Definitive List

Are you looking for the latest Instagram statistics to improve your social media strategy?

Founded in 2010 by software engineer Michel Krieger, Instagram continues to reign as one of the most popular social networks around.

The hard part about Instagram marketing is competing with the hordes of other marketers trying to do the same thing as you – expand their reach, engage more people, and land more sales.

That’s why today we’ve gathered some of the most important Instagram marketing statistics, facts, and trends you need to know.

Let’s get started with the all-important Instagram demographics and usage statistics.

User demographics

To help you maximize results, let’s start by looking at some Instagram user demographics so you can know who the people are that love using the photo-sharing social media platform.

The leading country using Instagram is the United States with 140 million users.

Knowing which countries lead the pack with Instagram use will help you target the right people in the right place. If your consumers live in the United States, India, or Brazil, you’re off to a great start.

The young (aged 13-17) continue to use Instagram nearly as much as Facebook and Snapchat.

Instagram is as popular as ever with the youth of the world. Although Facebooks is superior (locking in more users than Snapchat and Instagram combined) the opportunity to reach the young is still there. It’s also worth noting that 34% of users are 25-34 years old and 31% of users are 18-24 years old.

Canadians love Instagram, which is the fastest growing social media platform in Canada.

In 2018, Instagram saw a whopping 20.4% growth. By 2019, the popular social media network saw a jump of 7.3% growth. And 2020 was expected to rake in another 12.6 million users for a total growth of 6.1% over the prior year. (Source: eMarketer)

Gender use of Instagram is split nearly in half.

As of October of 2020, the gender mix on Instagram remains pretty equal with 51% of users being female and 49% of users being male.

Education is not necessarily a factor when it comes to Instagram demographics.

33% of people with a high school education or less use the Instagram app. In addition, 37% of people with some college education use it and 43% with more than a college level education enjoy Instagram. (Source: Pew Research)

Usage statistics

The next best thing to know when it comes to Instagram marketing is how people are using the social media platform and how often.

63% of Instagram users log in to the app on a daily basis.

Well over half of all Instagram users log in to the app on a daily basis. Adding to that, 21% check in at least once a week and 16% claim they log in less than weekly.

Users will log an average of about 28 minutes per day on Instagram.

As of this year, Instagram users will average about 28 minutes per day on the Instagram app. In addition, it’s expected that by 2021 time spent on the app will increase by about a minute per day, which is in line with what has been happening since 2016.

This means it is important to ensure you’re publishing on Instagram at the right times. Not sure when you should be publishing? Check out our article on the best time to publish on Instagram.

Over 200 million Instagrammers visit at least one Business Profile per day.

Marketers should know that millions of Instagram users are checking out official Business Profiles on the daily. Adding to this, 60% of people claim they discover new products on Instagram and the most viewed stories on Instagram are from businesses. (Source: Instagram Business)

Making purchases directly from Instagram is not unusual.

Although still a relatively new feature, shoppable posts on Instagram are making it easier than ever for consumers to buy what they find on Instagram a cinch. That’s why 130 million+ users tap on shopping posts to learn more about products each month. Marketers should take advantage of selling products right on Instagram, without forcing people to leave the interface. (Source: Instagram Business)

More than 50% of Instagram accounts use the Explore tab every month.

The Explore tab is a great place to discover new content and Instagram accounts to follow. In other words, marketers can use this section to expose their brands to a broader audience by being featured in the Explore tab. (Source: Facebook Earnings Report)

14% of people still use Instagram as a source of news.

Although the majority of people are wary of social media platforms delivering credible news, it’s good to know that 14% of Instagram users still rely on the app to get them to news that means something to them. Of course, it’s nowhere near what Facebook does for news seekers. However, it’s still an important factor to consider in your marketing plan.

Instagram advertising statistics

As a marketer, it’s your job to know and understand how advertising works on the social media platform you promote your brand on.

12. Instagram ads have the potential to reach 849.3 million users.

Instagram claims that nearly 850 million people can be reached with ads. Not to mention, 14% of people aged 13 and above can be reached and advertising reach is expected to increase 5.9% this year.

Influencers have a direct impact on your advertising strategies, but they require a lot of money to help.

Influencers have the power to expose your brand to a whole new audience – one that knows and trusts their influencer and will be likely to try your brand.

With Instagram, the average post will cost you between $100-$2,085. A video will cost you between $114-$3,138. Lastly, a story will cost between $43-$721. Of course, it all depends on who you hire, but advertising comes in many forms and sometimes using an influencer is the best route.

Brand content helps people make better shopping decisions.

83% of consumers claim that they use Instagram to discover new products or services. Adding to that, 81% use the platform to research products and brands, and 80% of people claim that they use Instagram to make final purchasing decisions.

The average cost-per-click ad cost is between $0.70-$1.00

Though this is a very low average, your costs will vary depending on your industry. Plus, the day of the week, time of year, ad placement, and target audience will influence the average CPC. Some competitive industries will have to shell out as much as $5.00 per click to make it in Instagram advertising. (Source: Hubspot)

38% of marketers take advantage of Instagram’s ad platform.

Understanding the power of Instagram and having a solid marketing plan in place will help your business grow. If your target audience frequents Instagram, you should join the 38% of marketers utilizing this unique platform to promote your brand. (Source: Social Media Examiner)

How your brand is perceived by users makes a difference.

People on Instagram believe that most brands are credible, lending you plenty of opportunities to land more sales. For example, people perceive brands they see on Instagram as popular (78%), creative (77%), entertaining (76%), relevant (74%), and committed to building community (72%). (Source: Facebook)

Instagram ads have the power to convince people to take action.

People take action when they see brands advertising on Instagram. Most notably, 87% of people claim that they did things such as follow a brand, visit the brand’s website, or make an online purchase once seeing an ad on Instagram.

91% of luxury brands work with an influencer as part of their Instagram advertisement strategy.

With 91% of luxury brands, 84% of sports clothing brands, and 83% of beauty brands using influencers in tandem with their Instagram ads, it makes sense to hire an influencer when you find your company growing. Not to mention, Osiris Parikh of Summit Mindfulness predicts that the one thing that will become standard across all industries is influencer marketing.

Instagram ranks as the third social media platform marketers want to devote the most time and money to.

Of course, the social media platform you use most for promoting your business will depend on the industry you’re in and the type of audience you’re targeting. However, it’s worth noting that Instagram ranks as the third platform marketers want to devote the most time and money to.

Instagram Stories statistics

Instagram Stories are not just for the casual Instagrammer looking to share a glimpse into their daily life. Business have a lot to gain from posting Stories on a regular basis.

Next, let’s take a look at some of the most significant Instagram Stories stats:

As of January of last year, it was reported that 500 million people used Instagram Stories a day.

After launching just a few short years ago, Instagram Stories has proven to be one of the staples of the social media platform. Connecting people in an instant and effective way is what makes Instagram so powerful. And with millions of people checking out Stories on the daily, it’s a great place for brands to get seen.

62% of people admit becoming more interested in a brand or product after seeing it in Stories.

Personalizing your brand, showing it in real time, and reaching a wider audience base is exactly what Instagram Stories was meant to do for your company. And with well over half of all people discovering new brands or products and becoming interested in them after seeing them in Stories, we don’t have to tell you it works – the proof is there. (Source: Instagram Business)

US marketers spend 31% of their total ad budget on Instagram Stories.

Although the newsfeed is still where most of the United States marketers’ ad budget goes each year, it’s worth noting that a significant amount is allocated to Stories. This advertisement balance seems like a perfect mix. After all, brands post an average of 2.5 Stories a week (according to Conviva).

One-third of the top viewed Instagram Stories is from a business.

Don’t let the casual nature of Instagram Stories prevent you from creating them for your business. People love to see the real-time video content of the brands they know and love. And when a new brand promotes itself through Stories, people can get a real glimpse into what it’s all about without wasting a lot of time. (Source: Instagram Business)

Related Reading: Top Instagram Reels Statistics You Need To Know.

Engagement statistics

When it comes to social media, it’s all about engagement. Check out what earns brands the most activity and tap into those strategies yourself.

Instagram leads the way when it comes to engagement rates.

Instagram’s median engagement rate – which is 1.6% – is a whopping 17x higher than Facebook posts and even more impressive 33x higher than a Tweet.

Post on Instagram Wednesdays at 11a.m. and Fridays from 10a.m. – 11a.m. (CST)

The best day to post on Instagram if you want high engagement rates is Wednesday. You can throw in some Friday posts too and get some action. The worst day to post, however, is Sunday.

Want more engagement? Encourage users to tag their friends!

Every time a user tags another in an Instagram post comment, you can expect to earn between 0.5-1.0 likes per tag. In other words, your followers tagging others helps build your brand and extend your reach. With 4.2 billion likes happening each day on Instagram, it’s high time you get more for yourself. (Source: Mention)

Instagram video posts will generate 2x more comments than image posts.

Video posts on Instagram are a must. They generate double the amount of comments than image posts, which all marketers know is a good thing. (Source: Mention)

Final thoughts

And there you have it! The top Instagram marketing statistics you need to know to grow your business. Although not always the top social media platform in the world, Instagram has established itself as a powerhouse that you should consider when it comes to your overall marketing plan.

And if you want to save time on managing your Instagram accounts, check out our guide to the best Instagram marketing tools.

Looking for more marketing statistics? Check out these posts:

• Social media statistics
• Twitter statistics
• Facebook statistics
• TikTok statistics
• WeChat statistics
• LinkedIn statistics
• Video marketing statistics
• Digital marketing statistics