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

Relatively than chasing platform updates from Meta, floor your self in onerous information that reveals 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 precious insights for planning your Instagram advertising and marketing technique this yr.

Basic Instagram stats

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

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

Importantly, whereas most customers login by way of the cell app, this stat is an efficient reminder that individuals could also be viewing your posts on their desktops or laptops, too. Meaning you’ll be able to’t rely on everybody seeing options which can be solely accessible within the app, like product tags. It’s price mentioning product names in your captions so internet customers can monitor 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 by way of the app, that is a powerful quantity and extra proof that your viewers may be viewing your content material by way of a browser — whether or not a cell one or on their laptop.

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

Solely Fb, Youtube and WhatsApp beat out Instagram when it comes to day by day world lively customers, as Instagram clocks in at a powerful 1.386 billion individuals.

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 chance 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 doubtless reaching the identical individuals throughout totally different platforms. Be sure that your content material is exclusive, partaking, 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 lively month-to-month customers

We mentioned above that 1.386 billion use Instagram day by day – however greater than 2 billion now use the platform month-to-month, based on the newest Meta earnings name.

We’ll dive into how a number of the high demographics that make up that massive 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 accessible for Meta reporting.)

This can be 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 People aged 18+ use Instagram. And Forrester discovered that 40% of U.S. adults use Instagram at the very least weekly. Message to entrepreneurs: It’s not all about Gen Z. That mentioned…

9. Instagram is Gen Z’s favourite social platform

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

It’s additionally the favourite platform for girls aged 25 to 34, though males in that cohort desire 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 in the event you’re advertising and marketing to youngsters, you’ll want to remain in your toes. A stable social listening technique can assist.

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

This can be a nice reminder that Instagram gives 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 fascinated with learn how to outline your target market on Instagram, and how much content material to create.

Instagram utilization stats

12. Customers spend a median 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 nearly half a day each month spent consuming content material on the platform.

13. People 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 reveals how rapidly issues can change on the social media entrance, with TikTok popping out of nowhere. For now, TikTok’s features appear to be coming from a lack of time spent on Fb, relatively than consuming into Instagram’s share (which continues to develop).

Nonetheless, it’s a superb reminder that you need to by no means turn 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 and marketing technique.

Instagram Story stats

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

For reference, you’ll be able to probably attain 1.32 billion customers on the principle feed. Does that imply primary feed is a greater advert wager? Not essentially. All of it relies upon the place your viewers spends most of their time.

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

16. Essentially the most lively manufacturers publish 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 lively manufacturers are posting tales about each different day, you’ll be able to really feel assured saying no to a boss who expects day by 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 vary within the coming yr as Reels adverts turn into extra mainstream.

18. Folks reshare Reels 1 billion occasions a day by way of DMs

By means of DMs! Darkish social is actual. Reels are nicely established as the perfect Instagram floor for getting in entrance of Instagram customers who don’t already observe your account. That is simply one other method during which Reels can develop your attain.

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

And this quantity is rising quick, up 50% from the 20% reported in Meta’s Q2 2022 earnings name. If you happen to 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. Nevertheless it’s nonetheless a considerable portion of younger individuals 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’ll be able to’t get away with simply posting your TikToks to Reels and hoping for the perfect. Simply to drive it house once more, it’s all the time a finest apply 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, however it’s an astonishing improve from simply 0.9% throughout this extremely vital purchasing interval final yr. Reels adverts are nonetheless comparatively new and provide a superb probability 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 can assist you perceive the place your individual viewers relies. 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 individual.

Social is a worldwide medium, which is all of the extra motive 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 individuals to attach with manufacturers

This stat comes from a Meta-commissioned Ipsos Advertising research. The precise phrasing is “individuals 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, however it definitely reveals that individuals curious about your model look forward to finding you on Instagram.

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

After all, this varies considerably by {industry}. Listed below are some industry-specific Instagram follower progress stats benchmarks:

  • Training: 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 detrimental proper now for a lot of industries – so don’t be alarmed in the event you’ve seen your individual follower rely drop a bit in current months. To counteract the development, try our ideas for rising your Instagram followers right here.

25. Enterprise accounts publish a median of 1.71 feed posts a day

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

It’s price noting that the share of video posts nearly doubled from 16.3% final yr. If you happen to’re nonetheless centered solely on pictures 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 increased on video posts (0.61%) and a bit decrease on pictures (0.46%), however in the event you’re beating that benchmark of 0.54%, pat your self on the again.

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

Instagram engagement rates comparison

Searching for inspiration to develop your engagement past that? We’ve acquired you coated with Instagram engagement ideas 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 can 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 individuals making purchases on every social community:

US social commerce buyers, by platform, 2019-2025

Supply: eMarketer

Understand that buying behaviors additionally differ by demographic. For Gen Z, Instagram is the high 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 increased as a platform for beginning a web-based purchasing search. For comparability, TikTok is the platform of alternative for 11% of People starting their purchasing searches.

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

Which may not sound like so much, however it’s really 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 internet visitors grew 88.2% final yr, whereas Fb’s shrank 0.8%. Instagram used to have an actual scarcity of how 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 big drop from 41% in 2020. Oddly, provided that Instagram falls underneath the Meta umbrella, it’s nonetheless trusted by extra individuals than Fb (18%).

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

Not surprisingly, the share of people that say they really feel protected utilizing the platform can be dropping, from 50% in 2020 to 36% in 2022. That places it about in the course of the pack in the case 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 below 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 very 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 growing 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 costlier to achieve your viewers by way of Instagram, which makes it ever extra vital to grasp your viewers and benefit from the accessible advert focusing on choices.

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34 Instagram Stats Entrepreneurs Have to Know in 2023