With more than 500 million daily active users, brands are quickly recognizing the need to have a presence on Instagram.

But, as with any social network, the brands that are getting the most out of Instagram are the ones who are smart about what they post, when they post, how often they post, and whom they're targeting.

But how do they know what's a "smart" post for their business?

That's where the Instagram data comes in. There's a whole lot of research out there about Instagram -- everything from the demographics of its users and how often brands are posting, to how caption length affects engagement and what the most popular emoji is on Instagram. (See #32.)

Read on to uncover more social media stats that'll help you get ideas and improve your own Instagram posting strategy.

New Data: Instagram Engagement Report [2021 Version]

48 Instagram Stats

Click on a category below to jump to the stats for that category:

  1. Instagram's Growth
  2. Audience & Demographics
  3. Brand Adoption
  4. Instagram Post Content
  5. Instagram Posting Strategy

Instagram's Growth

1. The Instagram community has grown from 90 million monthly active users in January 2013 to 1 billion monthly active users as of June 2018. Tweet this stat! (Source)


Image Credit: Statista

2. Instagram's more than 500 million active users place it well ahead of Twitter (326 million active users) Snapchat (150 million active users), and Pinterest (250 million active users). Tweet this stat! (Source)

3. The proportion of online adults who use Instagram has grown by nearly 400% since Pew Research Center first started tracking social media platform adoption in 2012. Tweet this stat! (Source)


Image Credit: Pew Research Center

4. Instagram's user base is growing far faster than social network usage in general in the U.S. However, Instagram is projected to grow more slowly in the next few years, from 13.1% growth in 2018 to 4% in 2022. Tweet this stat! (Source)

5. Between 2016 and 2020, eMarketer predicts Instagram will add 26.9 million users -- almost double the incremental users expected for Twitter, and far more than any other social platform tracked. Tweet this stat! (Source)


Image Credit: eMarketer

6. In 2019, nearly 25% of Facebook's total ad revenue is expected to come from Instagram. By 2020, Instagram's share of that revenue will grow to 30% globally. Tweet this stat! (Source)

7. Instagram and Snapchat are tied for the second-highest used messaging app (behind Facebook Messenger) for millennials at 47%. Tweet this stat! (Source)


Image Credit: Refuel Agency

8. Other than Instagram's own account, the most-followed Instagram account as of January 2019 is run by professional soccer player Cristiano Ronaldo, followed by celebrities Selena Gomez, Ariana Grande, and Dwayne (The Rock) Johnson. Tweet this stat! (Source)


Image Credit: Statista

Audience & Demographics

9. 72% of teenagers use Instagram and nearly as many (69%) use Snapchat. Both have increased by more than 20% since 2015. Tweet this stat! (Source)

Image Credit: 

Pew Research Center

10. 35% of adult internet users used Instagram in 2018, up from 26% in September 2014. Tweet this stat! (Source)

11. 71% of young adults (ages 18–24) used Instagram in 2018, compared with 37% who did so in 2013. Tweet this stat! (Source)


Image Credit: Pew Research Center

12. In 2018, 60% of Instagram users used the platform daily, including 55% of young adults who visited several times a day. This 60% figure reflects a 9-point increase from 2016, when 51% of Instagram users reported visiting the site on a daily basis. Tweet this stat! (Source)

13. More than one-third of Instagram users have used their mobile devices to buy something online -- 70% more likely than people who are not on Instagram. Tweet this stat! (Source)

14. On average, women make up 56% of Instagram's user base in Latin America. Tweet this stat! (Source)

15. More than 80% of Instagram's user base consists of people living outside of the U.S. Tweet this stat! (Source)

16. As of January 2019, the countries with the most Instagram users are the U.S. (121 million), India (71 million), and Brazil (64 million). Tweet this stat! (Source)


Image Credit: Statista

Brand Adoption

17. Businesses that are on Instagram get up to 37% of their total impressions from Instagram Stories, the ethereal content that users can publish separate from their feed and disappears after 24 hours. Tweet this stat! (Source)

18. Eight of the top 15 most followed brands on Instagram are in the business of retail. Tweet this stat! (Source)

19. Approximately 80% of all Instagram users follow a business on Instagram. Tweet this stat! (Source)

20. In a 2018 study, the higher education industry had the highest engagement rate of any other industry per post on Instagram, at 3.39%. Second was sports teams at 2.28%, and third was nonprofits at 2.14%. Tweet this stat! (Source)


Image Credit: RivalHQ

Instagram Post Content

21. More than 100 million photos and videos are shared on Instagram each day. Tweet this stat! (Source)

22. On Instagram, photos showing faces get 38% more Likes than photos not showing faces. Tweet this stat! (Source)

23. In a study of 8 million Instagram images, images with a single dominant color generate 17% more Likes than images with multiple dominant colors. Tweet this stat! (Source)


Image Credit: Curalate

24. On Instagram, images with a high amount of negative space generate 29% more Likes than those with minimal negative space. Tweet this stat! (Source)

25. On Instagram, images featuring blue as the dominant color generate 24% more Likes than images that are predominantly red. Tweet this stat! (Source)

26. There's little correlation between caption text length and engagement rate on Instagram. Tweet this stat! (Source)


Image Credit: Simply Measured

27. When Instagram first introduced video in June 2013, more than 5 million were shared in the first 24 hours. Tweet this stat! (Source)

28. One in four ads on Instagram is a video. Tweet this stat! (Source)


Image Credit: SensorTower

29. In a study of 100 top brands, the brands' Instagram captions averaged 2.5 hashtags per post. Tweet this stat! (Source)

30. In one study, posts with nine to 12 hashtags received more engagement than posts with any other number of hashtags. Tweet this stat! (Source)


Image Credit: Track Maven

31. Instagram posts that include hashtags between 21 and 24 characters in length perform better than average. Tweet this stat! (Source)instagram-hashtag-length

Image Credit: Track Maven

32. Posts tagged with a location see 79% higher engagement than posts not tagged with a location. Tweet this stat! (Source)

33. The red heart is the most frequently shared emoji on Instagram, which is shared 79% more than the next most popular symbol, a smiling face with heart eyes. Tweet this stat! (Source)


Image Credit: Curalate

34. Four of the top five most popular emojis are positive smiley faces (including the laughing-so-hard-I'm-crying icon). If you look at the top 20 emojis, smileys comprise half. Tweet this stat! (Source)

35. The American flag is the only flag emoji to break the top 100, ranking #59. The next most popular flag comes from Italy, ranked #125, followed by the French flag at #160 and the Japanese flag at #166. Tweet this stat! (Source)

36. Pizza is the most popular Instagrammed food, behind sushi and steak. Tweet this stat! (Source)


Instagram Posting Strategy

37. In a study of 55 brands, all brands posted an average of 1.5 times per day. Tweet this stat! (Source)

38. The best time to post on Instagram is Thursday between 5 a.m. and 11 a.m. in your respective time zone.  Tweet this stat! (Source)

39. The most common posting frequency for brands on Instagram is 11–20 times per month, with almost one-third of companies measured falling into that bucket. Tweet this stat! (Source)

40. 90% of the Interbrand 100 companies now have Instagram accounts. Of all 100 companies, 80% post at least one Instagram photo or video per week. Tweet this stat! (Source)

41. Many posts by top brands take more than 19 hours to hit 50% of their total comments, and another 10% of comments coming after 19 days. Tweet this stat! (Source)

42. Many posts continue to receive low-level engagement for days and weeks after posting. Most brand posts continue to receive Likes and comments 18–24 hours after posting, just at a slower clip than the initial fast pace. Tweet this stat! (Source)

43. While Instagram is still by far the best social network for organic engagement, its per-follower interaction rate of 2.2% is barely half what it was in 2014. Tweet this stat! (Source)


Image Credit: Forrester Research

44. In a study of 100 top brands, engagement per post has grown at a rate of 53% year-over-year. Tweet this stat! (Source

45. In a study of several thousand brand posts, the average engagement rate is 4.3% and the median is 3.5%. That means that the average post in this sample saw 4.3 activities (a Like or a comment) per 100 followers. Phrased another way, to get 100 Likes and comments on a post, a brand would need approximately 2,325 followers. Tweet this stat! (Source)

46. One brand added 36X its typical number of new followers each day during the 4 days it ran a set of sponsored posts on Instagram, increasing its follower count by 18.15%. Tweet this stat! (Source

instagram statistics


Originally published Feb 12, 2019 10:36:00 PM, updated June 04 2020


Instagram Marketing