You’ve scrolled it, posted on it, maybe even obsessively checked your likes on it. As a brand, you know that Instagram is a powerful tool for reaching millions of people worldwide. Instagram has been on a growth trajectory since its launch in 2010, and the app now has 2 billion monthly active users.
That’s a huge audience just waiting for you to grab their attention.
But Instagram (and parent company Meta) doesn’t make things easy. With constant algorithm changes, feature rollouts, and fickle trends, it can sometimes feel like you’re trying to hit a moving target. Instagram marketing can be tough to nail down. If you want to succeed on the platform, you need a rock-solid Instagram marketing strategy. And you need to stay nimble.
Understanding Instagram demographics and Instagram user statistics is like getting a backstage pass. You’re not just marketing to everyone—you’re marketing to the right people, at the right time, with the right message.
If you’re looking to plan your Instagram approach for the year ahead, keep reading. Below we dig into essential Instagram statistics brands need to know in 2024—things like how many people use Instagram, Instagram user age and demographic stats, and more.
Here are some key stats to know about the company.
Since the release of Instagram for iOS in October 2010 and Android in April 2012, Instagram has been downloaded approximately 3.8 billion times, and it’s still one of the most popular Android apps in the world.
This makes Instagram a must-have platform for building a strong presence and connecting your brand with millions of potential customers.
Given the sheer number of social media platforms available today—and the fact that the US is home to the third largest social media audience worldwide—14% is nothing to scoff at. Facebook still dominates with 45% of all social media site visits in the US, followed by Pinterest, with 21%.
From engagement rates to daily habits, these Instagram statistics will give you a clear picture of how users are interacting with Instagram—and how your brand can meet them where they are.
With an estimated 2 billion monthly active users as of early 2024, Instagram is the third most popular social media platform in the world, coming in just behind Facebook and WhatsApp. That’s nothing to sneeze at. TikTok and Douyin (China’s version of TikTok) may be getting all the buzz lately, but Insta’s where it’s at.
The number of minutes users spend on Instagram and other social media platforms has been on the rise for more than a decade. Users spend an average of 2:44 per session on Instagram, less than YouTube but significantly higher than Snapchat, where users spend an average of 1:23 per session.
The US has the second largest Instagram audience in the world, outnumbered only by India, with 363 million users. The third spot belongs to Brazil, with 135 million users, followed by Indonesia with 101 million users.
According to a report by Morning Consult, nearly 8 in 10 Gen Zers use Instagram, surpassed only by YouTube, which nearly 9 in 10 Gen Zers use. TikTok (69%) and Snapchat (63%) aren’t too far behind, but there’s a big drop off with Facebook and X (Twitter).
That’s according to Instagram, so we’ll take the claim with a grain of salt. But given how easy it is to view products and engage with businesses on the platform, it’s no surprise that shoppers would turn to Instagram for purchase inspiration.
Businesses can create compelling content that drives interest and encourages immediate action, converting browsing into purchasing and fostering long-term customer relationships.
To make the most of your Instagram marketing strategy, you need to understand who’s using the platform. From age and gender to geographic location and income distribution, these Instagram user demographics statistics offer valuable insights about who uses the app, so you can tailor your marketing strategy.
The average Instagram user age trends young. 62.3% of Instagram users are aged 18-35, while just 7.5% of users are aged 55+. Adults aged 35-54 make up around a quarter of Instagram users.
Instagram’s popularity among young adults is uncontested. If your target audience trends young, you need to be marketing on Instagram. Also, consider investing in paid media and influencer marketing on the platform.
According to the latest Instagram user demographics stats, 50.6% of Instagram users worldwide are male, while 49.4% are female. However, the gender distribution changes considerably by country. In the US, women make up 55% of users, while only 44% are male. The UK has almost identical stats, with more female users (55%) than male users (45%).
According to data from Pew Research Center, college graduates and adults with some college education report using Instagram in much greater numbers than other apps, including Reddit, WhatsApp, and TikTok. Here’s a breakdown:
Data from Pew Research Center found that people with higher incomes use the site more than those with lower incomes. Here’s a breakdown of Instagram users by income:
Instagram is a powerful marketing tool, offering brands unmatched opportunities to engage and convert audiences. These Instagram marketing statistics reveal how brands can drive results and maximize their impact on the platform.
A survey of social media users in the US found that nearly all of them recognized Instagram’s brand logo and written name. The survey used a technique called “aided brand recognition,” which tests a consumer’s ability to identify a brand when given a prompt or cue—like a logo, name, or associated product.
The takeaway: Marketers should not pass up the chance to maintain an active presence on Instagram, one of the most recognized brands in the US.
It’s no surprise that the top 25% most active brands on Insta posted way more often (20 times per month) than those ranking in the bottom 25%, who posted just 8 times a month, according to data from Rival IQ. Meanwhile, the average brand posted an Instagram Story 13 times per month
That’s according to data from a 2024 survey. Meanwhile, 86% of respondents said they use Facebook for marketing, and 65% said they use LinkedIn. If your brand isn’t marketing on Instagram, you’re missing out on key opportunities to reach your audience and outcompete rival brands.
While Facebook had the highest advertising revenues ($36.3 billion) in the US in 2023, Instagram followed with an impressive $21.3 billion. TikTok lagged behind with $10.1 billion in 2023. These data show that advertising on Instagram is essential for brands who want to grow their sales numbers.
With their fast-paced formats and endless creative possibilities, Reels and Stories appeal to users looking for quick, entertaining content. Here are some stats to consider about these features as you draft your marketing plan for the new year.
Instagrammers love the Stories feature, which lets users share photos and videos that disappear after 24 hours. Stories has 500 million daily active users, a number that has steadily increased since its launch.
Marketers can use Instagram Stories to their advantage by sharing time-sensitive promotions, behind-the-scenes content, and interactive features like polls and Q&As, creating an authentic connection that keeps followers engaged and coming back for more.
In 2024, Instagram Reels posts reached an average of 11,000 users. That’s significantly higher than images on the site, which reached an average of 5,200 users per post. Stories, meanwhile, reached an average of just 900 users per post.
The takeaway: Leveraging Reels in your content strategy can help you increase visibility and connect with a larger audience—especially since Instagram’s algorithm prioritizes Reels in the feed.
We hope these Instagram user statistics have given you some insight into what’s happening on the platform in 2024 and how you can leverage it to your advantage in the coming year.
Socialfly’s Instagram marketing services are designed to help your brand tap into the platform’s dynamic and rapidly growing audience. We drive your success by developing a comprehensive Instagram marketing strategy tailored to your goals.
From designing winning paid media campaigns to helping you form influencer marketing partnerships, every action we take is strategically planned to maximize your reach and engagement on the platform.
Learn more about our Instagram marketing services and how we can help your brand thrive on the platform.
The average Instagram user age is relatively young, with most users under age 35. People aged 18-24 make up the largest segment of Instagram users (31.7%), followed closely by those aged 25-34, who make up 30.6%.
Instagram’s youthful user base is highly active on the platform, sharing content, discovering brands, and interacting with influencers. So, if your goal is to reach younger audiences, your brand needs to be active on Instagram.
Unless your business is incredibly niche or your target audience is seniors aged 55+, you should be using Instagram to connect with consumers.
Instagram is especially useful for brands that can visually showcase products, services, or experiences. Retail, travel, and food brands do very well on the platform. But even if your business isn’t traditionally “visual,” using graphics, customer stories, and behind-the-scenes content is a great way to engage users.
Partnering with influencers can be a game-changer for budding brands looking to build a loyal following. You don’t necessarily need a huge budget to work with influencers. In fact, micro-influencers (those with 10,000 to 100,000 followers) are often the hidden gems of influencer marketing.
Micro-influencers have tight-knit communities of followers who trust their recommendations, which can lead to higher engagement and better results than big-name influencers. And because they’re usually more affordable to work with, you can test out different partnerships to see what resonates most. If you’re not sure where to start with influencer marketing, get expert help.
To check Instagram statistics for your business profile, head to the Insights tab in your Instagram app. There you’ll find Instagram user statistics, including follower demographics, reach, engagement, and content performance.
Insights provides data on Instagram demographics, such as your followers’ age, gender, and location, and how each post or Story performed in terms of likes, comments, shares, and saves. Regularly reviewing these stats helps you adjust your strategy based on what resonates with your audience, allowing you to improve your content and better connect with followers.
If you don’t have the time or staff resources to post regularly on Instagram and monitor your performance, consider hiring Socialfly’s Instagram marketing team to help.
The latest Instagram statistics show that India, the United States, Brazil, and Indonesia (in that order) have large Instagram user bases. Instagram is highly valuable for brands targeting young, socially engaged audiences worldwide, particularly those interested in fashion, beauty, travel, and technology.
Instagram is a visual platform, so industries with eye-catching products or experiences tend to perform well. Fashion, beauty, food, travel, and fitness brands excel, as they can leverage photos, videos, and Stories to show their products in action.
Fashion brands, for example, often use Reels to showcase new collections, while restaurants often turn to Stories to share daily specials or chef features. By focusing on captivating visuals and interactive content, you can engage your followers on Instagram, regardless of your industry.
Instagram statistics can reveal critical details, such as which posts are performing best, the ideal times for posting, and what type of content garners the most engagement. These insights are key for brands to identify trends, adjust to audience preferences, and optimize their social media approach.
Instagram statistics can also shed light on the effectiveness of marketing campaigns and collaborations, helping brands make data-driven decisions. By staying on top of the latest Instagram statistics, you can better understand your audience and create content that aligns with their interests. For brands focused on growth, monitoring Instagram statistics is the key to continuous improvement.
Socialfly provides brands with the expertise and tools to dive deep into their Instagram statistics. With Socialfly’s support, you can access the insights needed to maximize your Instagram presence, track growth, and engage effectively with your audience.
Improving engagement starts with understanding what your audience likes, which you can track through Instagram user statistics in your Insights. Focus on creating high-quality, relevant content, and experiment with various formats like Reels, Stories, and carousel posts to keep your followers engaged.
Use interactive features like polls, quizzes, and Q&A in Stories to boost engagement, and always respond to comments and messages. Influencer partnerships, giveaways, and user-generated content (such as customer photos) can also help you boost interaction and build a community around your brand. If you don’t have the time or staff to invest in social media marketing, the team at Socialfly can help.
