Instagram marketing statistics

29 Amazing Instagram Marketing Statistics You Should Know in 2024

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Whether it is a story from a friend, a post from your favourite influencer, or just a random person sliding into your DM’s, Instagram is a social media staple.

This social media network has come a long way since its launch back in 2010. The platform has grown into the powerful marketing brand that it is today from a simple application for sharing photos and videos.

With that said, we’ve put together some of the most jaw-dropping Instagram marketing statistics, which will help you understand just how much marketers value and have faith in this platform.

Instagram Marketing Statistics Highlights - Editor’s Choice

  • More than 28 million people use Instagram in the UK in 2022.
  • The average Instagram engagement rate in January 2022 was 1.94%.
  • 78.8% of marketers used Instagram in 2021, making it the second most-used platform.
  • At least 1.4 billion people use Instagram.
  • In one internet minute, users share an average of 65,000 photos.
  • Instagram Reels can reach an audience of 675.3 million people.
  • Instagram’s marketing budget more than doubled in 2021.
  • #love remains the most popular hashtag.

Instagram Marketing Stats UK

1. The most followed influencer in the UK is Dua Lipa.


Instagram marketing statistics show that singer, songwriter, and model Dua Lipa overtook David Beckham as the most followed UK influencer on Instagram. In early 2022, she had 78.6 million followers.

2. 52.5% of Instagrammers in the UK are between 18 and 34 years old.


Around 28.4 million people in the UK use Instagram, with 55.7% of them being female and 44.3% male. The majority of them are between 18 and 34 years old, which goes to say that this platform is particularly interesting to Millenials and Gen Z.

3. More than 80% of Instagram users in the UK follow at least one business.

(Business Times)

Instagram users aren’t just active in following their favourite brands. They are engaged. More than 80% of Instagram customers follow at least one business, and 20% of users engage a business profile on Instagram every day, according to Instagram social commerce statistics.

4. Instagram users in the UK spend an average of 53 minutes a day on the platform.

(The Last Hurdle)

Everyone is preoccupied with work during the day, but we still find some time to log into our favourite apps. Instagram users statistics show that UK Instagrammers spend 53 minutes on this platform per day, while they spend an average of 58 minutes daily on Facebook.

5. More than 28.4 million people use Instagram in the UK.


The latest stats from December 2021 show there were more than 28.4 million Instagram users in the UK, which makes up around 41.8% of the entire population in this country. In January 2021, the number of platform customers stood at 30.3 million, showing a slight decrease in the number of UK Instagram users.

6. The UK had the 9th largest audience on Instagram in 2021.


Instagram usage statistics show that with 200 million Instagram users, the United States is at the top of the ranking list. Second is India with 157 million Instagram users, and Brazil is third with 114 million users. The United Kingdom is ranked 9th with 28 million Instagram users.

instagram marketing statistics

Interesting Instagram Stats

7. There are around 4.2 billion Instagram likes recorded each day.


With 500 million people using Instagram regularly, it comes as no surprise that more than 95 million new pieces of content are uploaded every day. It’s also not surprising that people engage with the content and double-tap to show their appreciation—around 4.2 billion times per day.

8. About 60% of Instagram users discover new products through this application.


Right now, Instagram advertising is very popular. Instagram marketing facts indicate that Instagrammers actively search for products that deliver a perfect visual experience on this platform. That said, more than half of users have discovered a new product while scrolling through the app.

9. Instagram Stories reached fewer followers in 2021 compared to 2020.

(Rival IQ)

If we look at Instagram Story statistics over time, we can see that the number of brands that publish Stories has grown over the last year, along with the number of posted Stories. The top quarter brands posted 17.4 Stories a month in 2021, compared to 16.1 in 2020.

On the other hand, with increasing competition from other brands, Youtube, and TikTok content, all brand accounts saw a decline in reach rate. Brands with 10 to 50 thousand followers saw the largest drop, from 5.4% in 2020 to 3.3% in 2021.

10. In 2021, users shared an average of 65,000 photos in one internet minute.

(Statista, Rival IQ)

Although the amount of content has been rising, there’s been a decrease in Instagram global engagement. Instagram image engagement for brands decreased from 5.7% in 2020 to 5.5% in 2021. Carousels are still the post type with the highest engagement rate. However, their engagement rate also dropped in 2021 from 6.1% to 5.5%.

11. On average, women receive five times more likes than men.


Instagram advertising stats show that female users are more influential than their male counterparts. The average number of likes on a woman’s post is 578, compared to 117 likes on a man’s post. Additionally, men are ten times more likely to like, comment and reshare a post by a woman.

12. The average Instagram engagement rate in January 2022 was 1.94%.

(Data Reportal)

According to Instagram engagement statistics (for all users, not just brands) show that carousels had the highest engagement rate of all post types with 3.15%, while single photos came last with an engagement benchmark of 1.18%.

instagram marketing statistics

Instagram Marketing Trends

13. Instagram’s marketing budget more than doubled in 2021.


Instagram’s marketing budget more than doubled from $180 million in 2020 to $390 million in 2021. One of the reasons behind this increase is the fear of losing its younger audiences to platforms such as Snapchat and TikTok, which are gaining popularity among teens and young adults.

14. Almost 84.4% of people prefer Instagram photos to videos.

(Preview, AdEspresso)

Certain types of photos will get more results than others. For example, images with a single dominant colour generate 17% more likes than photos with multiple colours. On the other hand, only 15.6% of Instagrammers watch videos, Instagram engagement stats show. However, videos still play a massive part in advertising on the app—depending on the industry, this could be the right choice for you.

15. Around 86.6% of people post Instagram stories.

(Jumper Media)

The perfect way to communicate with your crowd is through Instagram stories. This feature allows users to post photos or videos which disappear after 24 hours. That said, keep in mind that not everyone watches these stories. Instagram marketing statistics show that only 36.6% of platform users choose to watch stories, while 63.4% of Instagrammers rather view Instagram posts.

16. About 17.8% of Instagrammers watch IGTV.


Released in 2018, the feature is relatively new on this application. With this feature, people can upload extensive, high-quality videos. Instagram statistics show that more than 82.2% of platform users didn’t watch IGTV, while only 17.8% of Instagrammers found the IGTV feature enjoyable.

17. More than 65% of Instagrammers have never bought anything on this platform.


Very few Instagram users dare to buy things through Instagram ads. Only 35% of Instagram customers try to purchase products on this platform, while 65% of users have never purchased anything. These Instagram statistics demonstrate that buying things on this app is still new to Instagrammers.

18. Around 14.9% of Instagram users don’t want to be part of this social media network.


Not everyone enjoys being a part of this application. Some people find Instagram to be very stressful. 85.1% of Instagrammers love being a part of this fantastic platform, but 14.9% don’t want to be on Instagram but still have an account. In the end, the bulk of Instagrammers appreciate being on this platform.

instagram marketing likes

Instagram Advertising Stats

19. 78.8% of marketers used Instagram in 2021.


Instagram is the second most popular platform among marketers, right after Facebook with 93%. It’s followed by Linkedin with 61% and Youtube with 55%. Tiktok remains underutilised with only 9% of marketers using it in 2021.

20. Almost 55.4% of influencers use Instagram Stories for sponsored campaigns.


Influencer marketing is a very effective tactic that brings massive results to brands. Instagram advertising statistics show that the most popular system used for sponsored campaigns are Instagram Stories. More than 55.4% of influencers use Instagram Stories, 26% Instagram highlights, 15.9% Instagram pools, and only 10.3% use Instagram live.

21. The average cost per click (CPC) on this platform is $3.56.


The CPC in 2021 was highest on Linkedin with $5.26 on average, and lowest on Twitter with $0.38. It’s important to note that on Instagram, the cost per click is lower during the weekends, unlike weekdays, where CPC is more significant, according to Instagram traffic stats.

instagram marketing popularity

Instagram Statistics for 2021 and 2022

22. Cristiano Ronaldo has the most Instagram followers in 2022, too.

(Prestige Online)

With more than 392 million Instagram followers, the Portuguese football player Cristiano Ronaldo is at the top of the list. Kylie Jenner is in second place, with 303 million Instagram followers, while the third place belongs to Leo Messi, with 302 million followers.

23. In 2021, Instagrammers spent an average of 30 minutes daily on this platform.


As the years pass, the daily time spent on this platform continually increases. In 2017, Instagram users averaged 25 minutes per day. In 2018, that number was 26 minutes, and now in 2021, the average time spent on this platform was 30 minutes every day.

24. #love remains the most popular hashtag.

(All Hashtag)

The most popular Instagram hashtag of all time remains #love. Still, Instagram hashtag statistics point that the top hashtags in January 2022 were #selfie, #instagood, #black, #lifestyle, #pink, #lol, #likeforlike, #art, and #girl.

25. Brunei and Guam had the highest audience reach in 2021.

(Data Reportal)

Instagram marketing trends showed that Brunei has the world’s highest Instagram account penetration, with 92% of the population using this platform. Right after Brunei come Guam, with 79.2% of the people using Instagram, the Cayman Islands with 78.8%, and Kazakhstan with 76.6%.

26. In 2022, at least 1.4 billion people use Instagram.

(Sprout Social, Statista)

The number of Instagram users rises by year, growing steadily from 400 million in 2015, 500 million in 2016, and 800 million in 2017. Now, with 1.48 billion active users, Instagram trails behind Facebook and Youtube, with 2.9 billion and 2.4 billion active users. In comparison, Twitter has 436 million, while TikTok has swiftly crossed the one billion threshold.

27. Shopping habits of 46% of Instagrammers are influenced by the platform.

(Sprout Social)

The main reason people use this social media platform is to watch and share photos and videos, Instagram stats on the consumption of free content show. But, users also explore products from their favourite brands. After checking out a single product on this platform, 37% visit the store, 65% visit the brand website, 37% visit a retail store, and 46% of Instagrammers order the product online.

28. In October 2021, 16.3% of posts on Instagram Feed were video posts.

(Data Reportal)

Instagram video statistics show that video posts made up 16.3% of posts on Instagram Feed. The newer Data Reportal report from January 2022 shows video posts had an average engagement rate of 1.50%.

29. Instagram Reels can reach an audience of 675.3 million people.

(Data Reportal)

Instagram Reels statistics show that Reels account for 45.7% of Instagram’s entire advertising reach. To put this further into perspective, Instagram Reels can reach 10.9% of the entire population over 13.

instagram marketing statistics


Overall, more and more marketers are starting to appreciate the perfect marketing perks that Instagram has to offer. These same marketing opportunities helped these top fashion influencers prosper and reach millions of people.

Hopefully, these Instagram marketing statistics have shown you just how big Instagram marketing is and will guide you in your next marketing campaign.


How many people use Instagram?

In June 2013, the number of Instagram users stood at 130 million. Today, Instagram has over 1.48 billion monthly active users. Instagram demographics show that most of the users on this app are aged between 18 and 35 years old, signalling that Instagram is an essential part of Generation Z and Millennials’ habits.

How effective is Instagram for marketing?

After Facebook, this application is the second most engaged social media platform. Advertising and Instagram influencers make Instagram marketing more significant than ever, as 87% of online shoppers make shopping decisions on social media.

That said, if you want your post to be more effective, you must pay attention to your target audience, create an attractive bio, use the right hashtags, post quality content, and build relationships with other Instagrammers. Marketing on this platform can be worth the time and effort since people are spending more time using it.

Why is Instagram important for marketing?

Instagram is one of the best social media platforms for audience engagement, attracting Gen Z and Millennials as users. Businesses that choose to advertise on the platform can target their audience, which makes it pretty attractive.

With Instagram’s shoppable posts, companies can make money directly on the platform, as they can add tags to the products in their photos, as well as links with the product description, price, call to actions.

How many Instagram followers do you need to make money?

If your Instagram account has 5,000 followers, you can expect brands to pay between $25 and $50 per post. Well-established influencers with 30-80k followers can get hundreds of dollars per post. When your Instagram account reaches more than 100k followers, the charge is more significant and starts at $1,000 per post.

How much does Instagram pay you for 1 million followers?

Instagram itself doesn’t pay you for 1 million followers. However, influencers with over a million followers can expect to earn over $10,000 per sponsored post.

How many users does Instagram have in 2022?

In 2022, Instagram has over 1.4 billion users. In the United Kingdom, there were 28.5 million Instagrammers in December 2021 and 161 million in the US. It’s important to note that the gender mix on Instagram in 2022 is pretty even, with 56% of Instagram users being female and 44% male.

What is a good engagement rate on Instagram?

It all depends on the industry and the number of followers. While 0.98% was the median engagement rate across all industries according to the latest stats, it would be cause for concern in the higher ed industry with an engagement rate of over 3%. On the other end of the spectrum, an engagement rate lower than 1% is considered good in the fashion, health, and beauty industries.

In 2020, influencers experienced an average rate of 1.42%. However, the number of followers plays an important role in determining a satisfactory engagement rate on Instagram. Influencers with a high number of followers have lower engagement rates (between 1% and 2%), while micro-influencers boast much higher engagement rates, even up to 8%.