Research Summary. While Instagram may not be the largest social media platform globally, it remains a critical hub for photo and video sharing, as well as brand promotion. Instagram’s significance in the marketing landscape is underscored by the following insights from our comprehensive research:
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As of 2026, Instagram boasts over 2.5 billion monthly active users.
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81% of Instagram users utilize the platform to research new products and services.
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On any given day, at least 95 million photos and videos are shared on Instagram.
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The average user spends approximately 53 minutes daily on the platform.
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90% of Instagram users follow at least one business, showcasing its importance for brands.
For further analysis, we have categorized the data into the following sections:
Demographics | User Behavior | Business Profiles | Product Discovery | Trends
General Instagram Statistics
Despite being younger than platforms like YouTube and Facebook, Instagram’s popularity continues to soar. Here are some key facts that illustrate its significance:
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Over 500 million users utilize Instagram Stories daily.
The user base for Instagram Stories grew from 100 million to 500 million between 2016 and 2022, reflecting a remarkable surge in engagement.
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Instagram’s annual ad revenue is projected to reach $39.7 billion by the end of 2026.
This follows an impressive growth trajectory, with Instagram’s ad revenue rising from $12.4 billion in 2019 to an estimated $51.4 billion in 2022.
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Instagram remains the fourth largest social media platform by monthly active users (MAUs).
With 2.5 billion monthly active users, it trails Facebook (2.9 billion), YouTube (2.2 billion), and WhatsApp (2 billion).
Social Media By Users
Social Media Platform MAUs Facebook 2.9B YouTube 2.2B WhatsApp 2B Instagram 2.5B Facebook Messenger 1.3B WeChat 1.26B TikTok 1B Telegram 0.7B Sina Weibo 0.5B QQ 0.5B
Instagram Statistics by User Demographics
Instagram attracts a diverse audience, with certain demographics dominating its user base. Our findings indicate that:
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Users aged 25-34 comprise the largest group at 31.5%.
Close behind are users aged 18-24, who represent 30.1%. The representation decreases for those aged 13-17 (8.5%), 45-54 (8%), and 55+ (5.7%).
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56.9% of Instagram users are women.
This gender distribution remains consistent across all ages.
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India leads with 230.25 million Instagram users.
Other countries with significant user bases include the United States (159.75 million), Brazil (119.45 million), and Indonesia (99.15 million).
Instagram by Country
Country Audience Size (in millions) India 230.25M United States 159.75M Brazil 119.45M Indonesia 99.15M Russia 63M Turkey 52.15M Japan 46.1M Mexico 37.85M United Kingdom 31.75M Germany 29.85M
Instagram Statistics by User Behavior
Instagram’s unique features set it apart, resulting in distinct user behaviors. Key insights include:
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Instagram boasts the highest engagement rate among social media platforms, averaging 2-7% per post.
This is substantially higher than platforms like Facebook, which typically see engagement rates below 1%.
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Posts with only one hashtag see up to 12% more engagement.
Using fewer hashtags often leads to better engagement than using too many.
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60% of U.S. Instagram users log in daily.
A significant 38% access the platform multiple times each day.
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Cristiano Ronaldo leads with 514 million followers on Instagram.
He is followed by other celebrities, including Lionel Messi (443 million) and Selena Gomez (401 million).
Most Followed Instagram Accounts
Person/Account Number of Followers (in millions) Cristiano Ronaldo 514M Lionel Messi 443M Selena Gomez 401M Kylie Jenner 382M Dwayne ‘The Rock’ Johnson 369M Ariana Grande 361M Kim Kardashian 349M Beyoncé 301M
Instagram Statistics by Business Profiles
Instagram has emerged as a vital marketing tool, particularly for businesses. Notable statistics include:
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71% of U.S. businesses utilize Instagram.
Globally, there are over 200 million business profiles on the platform.
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Brand stories boast an 87.2% monthly completion rate.
This is significantly higher than completion rates on Facebook and YouTube, which can hover around 40-50%.
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On average, brands post four to five Instagram stories weekly.
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Approximately 70% of all Instagram hashtags are branded.
Examples of popular branded hashtags include:
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#ShareACoke by Coca-Cola.
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#LikeAGirl by Always.
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#OreoHorrorStories by Oreo.
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#letsdolunch by Domino’s Pizza.
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#OpenYourWorld by Heineken.
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Instagram Statistics by Product Discovery
Instagram is a crucial platform for product discovery, with many users following brands and making purchases. Key statistics include:
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90% of users follow at least one business on Instagram.
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72% of users indicate that Instagram content influences their buying decisions.
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33% of users have made a purchase directly from an Instagram ad.
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58% of consumers express increased interest in a brand after seeing it in an Instagram Story.
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96% of U.S. fashion brands leverage Instagram for marketing.
Instagram Trends and Projections
Instagram’s journey continues to evolve, with various trends and projections shaping its future:
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From 2015 to 2022, Instagram’s annual revenue surged by 1,028%.
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Instagram’s revenue has accounted for a growing share of Facebook’s total revenue, rising to 45% by 2022.
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The platform’s user count has increased consistently, with projections suggesting continued growth.
Amount of Instagram Users
Year Number of Annual Users 2013 110M 2014 200M 2015 370M 2016 500M 2017 700M 2018 1B 2019 1.1B 2020 1.3B 2022 2.5B
Instagram Statistics FAQ
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How many active users are on Instagram?
There are currently 2.5 billion monthly active users on Instagram. This includes users globally and in the United States. Instagram’s MAUs solidify its position as the fourth largest social media platform.
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Is Instagram decreasing in popularity?
Yes and no. Instagram’s growth has slowed, but it continues to show positive trends. Factors influencing this include platform maturity and user preferences shifting toward newer apps.
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Is TikTok more popular than Instagram?
As of now, TikTok has not surpassed Instagram. Instagram maintains a larger user base, but TikTok’s rapid growth could change this dynamic.
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What percentage of Facebook revenue is from Instagram?
Instagram accounts for approximately 45% of Facebook’s revenue.
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The primary users are women and Millennials.
Conclusion
With 2.5 billion monthly active users, Instagram remains a formidable force in the social media landscape. The platform’s rapid growth in users and revenue underscores its relevance for brands and marketers. Despite shifting interests among younger generations, Instagram continues to offer high engagement and conversion rates, making it a valuable tool for businesses aiming to connect with consumers.
Sources:
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Statista. “Number of monthly active Instagram users from January 2013 to December 2021.”
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BusinessofApps. “Instagram Revenue and Usage Statistics (2026).”
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Hootsuite. “Instagram Demographics in 2026: Most Important User Stats for Marketers.”
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MarketingDive. “1/3 of Instagram users have bought directly from an ad, study finds.”
Author
Jack Flynn is a writer for Zippia. In his professional career he’s written over 100 research papers, articles and blog posts. Some of his most popular published works include his writing about economic terms and research into job classifications. Jack received his BS from Hampshire College.
