This is it. Here’s the complete list of Instagram statistics for 2022.
Instagram’s biggest year has been marked by the addition of Reels and shopping options to the platform. It has been a great year for Instagram, which is now one of the most widely used social media platforms in the world.
We searched the web for information and have assembled everything into one record.
We regularly update this page with all the latest news, from global reports like the Digital Report to localised Australian sources, such as Yellow Report.
Here are all the facts and stats about Instagram that you didn’t need to know.
Kevin Systrom, Instagram founder, posted the first Instagram photo of a dog in front of a taco stand.
Instagram is used every month by over 1 billion people.
Instagram is the second most downloaded and free app on the Apple store.
Instagram users spend almost twice as long on the platform than Facebook users. They browse on average for 53 minutes per days, compared with Facebook’s 58 minutes.
25% of smartphone users use Instagram.
#Love is one of the most frequently used hashtags on Instagram. It has been used more that 1.7 billion time.
Instagram is the 9th most-requested Google query.
Over 40 billion photos have already been shared via the app.
Instagram posts are 71.9% photos.
14.2% Instagram videos account for posts.
13.9% are carousels in Instagram photos.
Instagram is hiding likes from the following countries: Australia Brazil, Canada, Ireland and Italy.
62% log in at least once per day.
42% of users check the account more than once per day.
The Like button gets pressed 4.2 million times per day.
Explore is used by over 50% of Instagram accounts.
Eighty-three% of Instagram users have discovered new products or services via the platform.
200 million people check at least one profile per day.
130 million Insta users each month click on shopping posts.
Each day, more than 1,000,000 users view live video.
Carousels are more likely to get organic interactions than both videos and images on Instagram.
The “perfect caption” is less than 10 lines and contains 20 emojis.
23 emojis are used in video posts to increase engagement rates by 4.95%
For the best performance, carousels should contain 24 emojis.
Images should contain 20 emojis to get the best performance.
Videos are more liked than images by consumers.
However, questions are used in 45.7% Instagram post but this doesn’t mean that there is an increase in engagement.
Instagram users are most active in the afternoons, especially at 1:00 PM and 5:05 PM.
“How-to” tutorials are the most viewed video content.
Geo-locations get nearly 80% more attention than posts that do not.
Want to know how to find out who made a fake Instagram account? Head on over to Tech Limbs.
Instagram is Australia’s second most popular social media platform, as of 2022.
16.2% (16-64 year olds) say Instagram is the most popular social media platform.
Instagram users in Australia spend 8.3 hours a month on the site.
Instagram accounts start at 6.8% for link clicks to third party sites via social media Australia.
82% of Instagrammers interviewed in Australia said that they are open for new brands and products to be discovered on the platform.
91% of Instagrammers Australia surveyed stated that they use Instagram for following an interest.
89% stated that they have taken action since seeing a product/service via Instagram. This could include following the brand, visiting their site, or making a purchase online.
Australians are creating 1 million Instagram Stories each day. This is the fastest growing area to build brand loyalty.
Statista says that over half of global Instagram users are younger than 34.
Nearly two thirds of Instagram users have an age between 18-29.
The most active age range is 18-34 year olds.
It is predicted that Instagram will experience a 5.4% increase of American users in 2020 and reach 112.5M in 2021.
88% Instagram users live in other countries than America.
There were 9,442,000 Instagram accounts in Australia as of November 2019. This is 37.2% of all Australians.
Australian Instagram users are overwhelmingly female (57.1%).
3,100,000. Australians are between 25-34 years old.
Instagram Demographics (US).
43% of females have an Instagram account
31% males use Instagram
Instagram: Percentage of Instagram users
13 – 17 (72%)
18 – 29 (67%)
30 – 49 (47%)
50 – 64 (23%)
65+ (8%)
Instagram’s locations
Urban – 46%
Suburban – 35%
Rural – 21%
The countries with the most Instagram users in January 2021 were those that had the highest numbers.
India – 140 millions
USA – 140 million
Brazil – 99 million
Indonesia – 85 millions
Russia – 56 millions
Turkey – 46 millions
Japan – 38 millions
Mexico – 32 million
UK – 31,000,000
Germany – 26 millions
The countries with the most Instagram users, compared to their population, as of Jan 2021
Kazakhstan – 78.7%
Brunei – 70.5%
Turkey – 68%
Iceland – 66.55%
Sweden – 66.5%
Kuwait – 65.7%
Cyprus – 64.5%
Cayman Islands – 64.3%
Malta – 62.1%
Guam – 61%
Instagram stories are used by 500 million people every day.
62% of Instagram users claim they are more interested than ever in a brand after watching it in an Instagram story.
Giphy’s most-used sticker in Stories is the heart love one.
Marketing Brew shares this information via email exchange with Team Whistle
87% Gen Z TikTok users have used Instagram Reels and agree that it is almost the same as TikTok.
The majority of respondents (daily and weekly) who have used Instagram Reels don’t think TikTok has anything special.
61% Gen Z TikTok users stated they planned to spend more time using Instagram in TikTok’s place.
It is predicted that Instagram will account almost 30% of Facebook’s ad revenue for 2020.
An internal study found that Instagram has 23% more ad spend than Facebook.
Instagram has 2 million advertisers per month.
Instagram users are estimated to have reached 1.22 billion people through advertising. Reach grew 5.4% (63M) during the October-December 2020 quarter.
Instagram can reach 20% to 13-year-olds or older.
Instagram’s ad audience consists of 50.8% women and 49.2% men.
Brands pay between $100-$2,085 to influencers for their posts.
Instagram will make 12.32 Billion in ad revenue by 2020.
The average cost of a click (CPC), in each country, is $2.40
The average engagement rate per contest (CP) is higher than that for non-contest (NCP).
Image: CP 3.58% – NCP 2.40%
Carousel – CP 3.29% – NCP 2.54
Video: CP 21.98 – CP 2.04%
The average engagement rate for giveaway posts (GP), versus giveaway posts not (NGP).
Image: GP 3.25% – NGP 2.40%
Carousel – GP 3.58% – NGP 2.53
Video: GP – 2.34 – NGP 2.9%
1 in 4 Instagram ads feature video.
Instagram Ad Audience Stats
Below is the percentage of Instagram’s ad audience sorted by gender and age.
13 – 17 Years Old
Female – 3.7%
Male – 3.6%
18 – 24 Years Old
Female – 14.5%
Male – 15.3%
25-34 Years Old
Females: 16.1%
Male – 16.9%
Ages 35-44
Female – 8.9%
Male 7.1%
Between 45 and 54 years of age
Females: 4.7%
Male – 3.4%
55-64 Years Old
Female – 2.3%
Male – 1.5%
65+
Females: 1.2%
Male – 0.9%
An average business account experiences a monthly growth of +1.68% in account followers
An average business account posts one time per day to our main feed
64.9% all main feed posts contain photos
17.3% are carousels in main feed posts
Videos account for 17.8% in all main feed posts
Each month, the average business account posts 13.1 stories
Average engagement rate for all types is 0.85%
The average engagement rate on photo posts is 0.88%
The average engagement rate of carousel posts was 1.05%
Average engagement rate for all types and video posts is 0.55%
The best business accounts have less than 10,000 fans.
Accounts that have less than 10k followers have an average post engagement rate (1.29%)
Accounts that have between 10k-100k fans have an average engagement rate of 1.00%
Accounts with over 100k fans have an average engagement rate post engagement of 0.73%
Average comments to follow ratio for video posts: 0.0.6%
The average ratio of comments to followers for photo posts is 0.088%
Higher education, nonprofits, and sports teams have the highest engagement rates at 3.96%, 2.40%, and 1.60% respectively.
90% of Instagram accounts follow at least 1 business.
A significant 67% percent of marketers expect to increase their Instagram organic activity over the next 12 month.
On average, brands post 2.5 stories per week.
60% of brands use an interactivity element every week. These could be polling stickers or mentions.
Brand stories are completed at an average of 85%
According to a survey 78% said that Instagram brands are popular to them, 77% thought they were creative and 76% found it entertaining. 72% also believed that Instagram was committed to building community.
UGC is more trusted than traditional ads by 92% of users.
81% say UGC influences their purchasing decisions.
Instagram brands post between 11-20 times per day.
10% of brands make comments within 19 days.
98% fashion brands are on Instagram.
Instagram accounts have half the number of stories.
Instagram brands receive around 10 times the engagement as Facebook.
For the same image, Brands may get 23% less engagement through Facebook
89% of marketers polled said Instagram was the most important channel for influencer-marketing.
79% of companies use Instagram for influencer marketing, compared to:
Facebook 46%
Youtube 36%
Twitter 24%
LinkedIn: 12 %
Instagram – 383,220,000
Christiano Ronaldo – 252,240,000
Ariana Grande – 214,920,000
Dwayne Johnson, “The Rock”, 210,470,000
Kylie Jenner – 208,250,000
Selena Gomez – 201,670,000
Kim Kardashian West – 198,280,000
Lionel Messi – 175,800,000
Beyonce – 160,030,000
Justin Beiber – 157,000,000
Fashion 31.9%
E-commerce 15.8%
Beauty 13.7%
Auto 10.3%
Retail 9.1%
Electronics 4.6%
Services 2.1%
Sporting goods 2.1%
Additional 10.5%