82 Instagram Stats You Need to Know in 2024

You probably know Instagram, one of the most popular and used social networks in the world. In 2023, there will be 1.3 billion monthly users worldwide, and that number is expected to grow to 1.5 billion by 2025. 📈

The social network has been around for many years and has been able to adapt to user behavior over time. By offering different formats, a messaging service and business features, Instagram is getting ahead in the race to be the most complete social network.

There are a lot of key figures that are interesting to know about this social network. We will present you with several statistics about the use of Instagram. 📊

Who are the users?

As we told you in the introduction, Instagram has 1.3 billion users worldwide. But which countries have the most users?

Here are the top 10 countries with the most monthly active Instagram users ( DataReportal – 2022) : 🌎

• 10/ Germany: 29 million
• 9/ United Kingdom : 31 million
• 8/ Mexico: 37 million
• 7/ Japan: 46 million
• 6/ Turkey: 52 million
• 5/ Russia: 63 million
• 4/ Indonesia: 99 million
• 3/ Brazil: 119 million
• 2/ United States: 159 million
• 1/ India: 230 million

Worldwide, 51.9% of users are women. 48.1% are men.

In France: 🇫🇷

👉 47.8% of users are male

👉 52.2% of the users are female

But we can have even more advanced statistics to know more about the daily users of Instagram.

For example, we can know the level of education of users in France: 👨‍🎓

• 30% are graduates(Bac +2/+3)
• 20% have a high school diploma and/or baccalaureate
• 6% have a university degree
• 4% have a master’s degree(bac+5)
• 6% have a degree from a top school

35% of users indicate their relationship status on the application:

• 61% are in couples
• 39% are single

How old are Instagram users in France? 🎂

• 6. 2% are between 13 and 17 years old
• 27. 6% are between 18 and 24 years old
• 30. 2% are between 25 and 34 years old
• 17. 3% are between 35 and 44 years old
• 10. 7% are between 45 and 54 years old
• 4. 9% are between 55 and 64 years old
• 3. 1% are over 65 years old

As you can see, all age groups are represented on Instagram. But when you look at which age group is logging on every day, you can see that Generation Z is monopolizing this statistic.

In fact, of the users who go on Instagram every day, 69% are between 15 and 24 years old. (Soprism – December 2021) 📅

Instagram has 34.75 million unique visitors per month(Médiamétrie). By comparison, 47.9 million people visit YouTube each month.

Instagram is the second favorite social network of 15-24 year olds behind Snapchat.

How is Instagram used on a daily basis?

Now that you know Instagram users better, let’s see what their usage preferences are.

63% of users log in at least once a day on Instagram. 42%, meanwhile, say they log in several times a day.📱

Among the interesting statistics, the time spent on the social network.

For users between the ages of 15 and 24 in France, the average time spent on Instagram is 19 minutes per day.

Across all users, the average time spent on Instagram is only 5 minutes per day. (Médiamétrie)

Worldwide, users spend an average of 53 minutes per day on the application(all age categories included). ⏱️

What is the preferred format for users?

Instagram is a content-based platform. But it is possible to post several formats on the application. You can for example publish photos, videos, but also stories(photo/video only available 24 hours) and Real(short videos like TikTok).

The most popular format is of course standard publications(photos, videos, carousels, etc.).

However, stories are also very popular, with 500 million monthly users. 🤳

Reels have fewer users (about 200 million), but have a higher engagement rate.

👉 45% of users interact at least once a week with a Reel. (Instagram Internal Data)

👉 Reels content gets an average of 22% more engagement than a traditional post(Earthweb data).

If you are interested, you can discover our comparison of the best Instagram software .

Instagram and brands

Like all other social networks, Instagram is a great place for brands and businesses. Being present on this social network is even becoming crucial for brands, which can find new customers easily. 👀

Instagram lists more than 25 million professional accounts worldwide. (business.instagram.com)

In all, that’s 2 million advertisers using Instagram to advertise.

In other important statistics, 200 million users visit a business account on the app at least once a day. Besides, 90% of users follow a brand on the social network.

83% of users have discovered a new product/service through a brand’s posts on Instagram. 📦

Some of the most famous brands have an amazing number of followers on the social network.

Here are the 5 most followed brands in the world:

• 5/ Nike: 264 million subscribers
• 4/ National Geographic : 258 million subscribers
• 3/ Real Madrid: 131 million subscribers
• 2/ FC Barcelona : 116 million subscribers
• 1/ UEFA Champions League: 101 million subscribers

The 5 most followed French brands:

• 5/ Chanel: 54 million subscribers
• 4/ Louis Vuitton: 51 million subscribers
• 3/ Dior: 43 million subscribers
• 2/ PSG: 68 million subscribers
• 1/ Sephora: 21 million subscribers

The stories format is also used daily by brands. In fact, brands publish an average of 2.5 stories per week. Of the most viewed stories in the world, one-third are from business accounts.

60% of companies add interactions to their stories (polls, Q&A, etc.). 📊

Influencers on Instagram

Here are the 5 most followed Instagram accounts in the world 🌎 :

1. Cristiano Ronaldo – 536 million subscribers
2. Lionel Messi – 417 million subscribers
3. Kylie Jenner – 377 million followers
4. Selena Gomez – 371 million followers
5. The Rock – 357 million subscribers

The 5 most followed French Instagram accounts 🇫🇷 :

1. Kylian Mbappé: 95 million subscribers
2. Karim Benzema: 64 million subscribers
3. Paul Pogba: 56 million subscribers
4. Antoine Griezmann: 38 million subscribers
5. Zinedine Zidane: 35 million subscribers

Instagram and influencer marketing

You may be familiar with the concept of influencer marketing. In short, a company will ask an influencer to promote its brand in exchange for a fee. In this way, the brand will leverage the influence of an Instagram account to promote its products.

Along with other social networks like TikTok or YouTube, Instagram is favored by brands for their influencer marketing campaign. 🤝🏿

We’ve already told you about the engagement rate, which is the percentage of likes, comments and other “interactions” left by the subscribers of an account. This is one of the things brands look at first before working with an influencer. The higher the engagement rate of a profile, the more effective a product placement will be.

Generally, as the number of subscribers increases, the number of likes or comments will decrease. 📉

At 1000 followers, an Instagram account has about an 8% like rate. That is to say that for each publication, 80 subscribers post a like.

Between 1000 and 10,000 subscribers, the rate of likes is 4%.

Between 10.000 and 100.000 subscribers, the rate of likes is about 2%.

Beyond 100,000 subscribers, the rate of likes will be less than 2%.

Thanks to several studies, we note that certain elements can have an impact on the engagement rate. 💪

A post with a location gets on average 79% more engagement.

A post that incorporates at least one hashtag gets an average of 12.6% more engagement. This figure can increase by adding multiple hashtags(Adweek)

The average engagement rate on Instagram is 0.83%. (Social Insider – 2021)

There are, however, disparities according to the sector of activity. Here are some examples of average engagement rates by sector:

• Travel: 1.41
• Auto: 1.04%.
• Household: 0,73
• Jewelry: 0.58%.
• Beauty: 0.54%.
• Fashion: 0.53

The effectiveness of influencer marketing and advertising on Instagram

Influencer marketing and advertising on social networks tend to be much more profitable than traditional advertising. And you can see this through the various brand-related statistics on Instagram. 🎯

Many users use Instagram to discover new products/services. At this example, 50% of users in the 25-34 age group have purchased a product after seeing an ad/post on Instagram.

Among 18-24 year olds, this percentage increases to 53%.

Instagram is the preferred social network for marketers to run an influencer marketing campaign. The Instagram stories format is also popular. However, classic publications(photos/videos) remain the favorite format for marketers. 📸

In France 94% of influencers indicate thatInstagram is their main social network. That is to say, the one where they are the most present, and are therefore the most likely to accept a product placement.(Reech 2020 study)

For 71.7% of French influencers, Instagram is the social network thatgets the most engagement. This is ahead of YouTube, Facebook and Twitter.

Here are some examples of engagement rates on ad campaigns and sponsored posts. 🤝

Ad engagement rate: 4%.

Influencer engagement rate :(Hype Auditor)

• Between 100,000 and 1,000,000 subscribers: 1.7
• Between 20,000 and 100,000 subscribers: 2.15
• Between 5000 and 20,000 subscribers: 2.43%.
• Between 1000 and 5000 subscribers: 5.6%.

Thanks to a study by Hype Auditor, we know which brands spent the most money on influencer marketing in 2020💰:

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There you go, you now know several statistics about Instagram, which surely allow you to better understand this social network and its impact. As you can see, Instagram represents a real opportunity to create a business, or simply to earn money online. 🤑

If this is your goal, we invite you to read our guides on how to make money on Instagram and how to make it on Instagram . In case you want to gain subscribers quickly, we’ve written a comparison of the best Instagram courses .

These classes will teach you how to build an Instagram account from 0 to 10,000 followers in about 3 months! 👀