• Features
    • Advantages Our unique strengths & benefits
    • App Store WiziShop Our 100% free apps
    • Artificial Intelligence At the service of your ecommerce business
      • WiziShop AI
      • AI tools
    • Pizi App Your product pages in 45 seconds
    • SEO The best SEO in the world
      • SEO-Powered Ecommerce
      • Topic Cluster Manager
      • 50+ SEO optimizations
  • Pricing
  • Resources
    • Expert Partners Our network of partners to assist you
    • Essential Tools Tools created to support your business
    • Support & Guidance The answers and support you need
      • Help center
      • Ecommerce glossary
      • SEO eBook
      • Good Morning SEO
    • API More freedom for your integrations
  • Blog
Create your online store

An all-in-one Ecommerce solution, combined with the power of Artificial Intelligence

7-day free trial


Create Your Online Store Grow Your Sales Resources Artificial Intelligence Guides SEO News

06 December 2021 • Resources

Instagram statistics (2024): The social network’s trends, engagement, and key figures

Instagram statistics (2024): The social network’s trends, engagement, and key figures

Instagram has become the benchmark for social media platforms in terms of image and brand communication.

This social network, co-founded in 2010 by Kevin Systrom and Mike Krieger, has been owned by the giant Facebook since 2012.

After more than 10 years of existence, Instagram is at the center of international marketing strategies. As mobile has become a huge part of users’ daily lives, brands’ marketing strategies are permanently tied to Instagram.

Every year, the platform releases new features, advancing practices, regulations, and standards. The social media network has disrupted the way brands and their content are approached.

What are the top Instagram stats for marketers to know if they want to expand their reach on the platform and beyond? What are the new Instagram trends? What is the Instagram audience?

Discover all the essential data to understand and know everything about the Instagram app, based on studies from Hootsuite, Statista, Facebook, HubSpot, Mention, and many more!

Instagram’s key figures

Instagram’s essential data

Thanks to various studies on Instagram, several statistics have been compiled to learn more about one of the top social networks today:

  • Instagram has more than 2.5 billion monthly active users, with 1.28 billion people using the app (HubSpot / Mention, 2023). A peak was reached in 2022 with 2.3 billion users (We Are Social / Meltwater, Statista).
  • On a global scale, the average time spent on the platform by users amounts to 12 hours monthly, which breaks down to about 30 minutes each day (SocialPilot).
  • The application is the 2nd favorite in the world behind Whatsapp (We Are Social / Meltwater - Oct 2023).
  • Over 60% of users are between 18 and 34 years old (Statista).
  • 30% of users are between 25 and 34 years old (HubSpot / Mention, 2023).
  • 77% of Instagram influencers are female (Collabstr).
  • 500 million people use Instagram Stories every day (99 Firms).

Top Instagram stats to know

We've compiled data and statistics from different organizations, such as HubSpot x Mention, Reech, Instagram, and Hootsuite to be able to provide an overview of the app:

  • 60.9% of Instagram users use it on a daily basis (We are Social - Oct 2023).
  • 73% of teen girls say they use Instagram to discover new products.
  • 50% of users search for content each month via the Explore tab.
  • 79% more engagement is recorded on posts mentioning geolocation.
  • Videos are twice as engaging as photo posts on the app.
  • There are 38% more likes for photos that include a face (all photo types).
  • Instagram is the 8th most popular search engine on Google (We are Social - Oct 2023).
  • For 69.9% of users, Instagram is used to post photos and videos for 70% of the population before searching for entertaining content (64.2%) (We are Social - Oct 2023).
  • 66,000 photos are shared every minute on Instagram (Statista - December 2023).
  • In 2022, 669 accounts surpassed one million followers.
  • More than 50 billion photos have been shared on Instagram since its launch in 2010.
  • Over 100 million photos and videos are published on Instagram every day.
  • Influencers still hold Instagram close to their hearts as the number one platform at 93%, and 95% for marketers (Reech 2023).
  • Instagram accounts for 84% of usage across all platforms for 18-34 year-olds.
  • 4.5 billion: that's the number of likes counted on Instagram every day.

What's new for 2024

According to the HubSpot and Mention survey, new practices have emerged:

  • For more engagement and interaction, include a description with every post.
  • Use emojis sparingly.
  • The algorithm will continue to evolve: there are already plans for the algorithm to increase its recommendations of publications from accounts not subscribed to the user. Currently at 15%, this percentage will rise to 30% by 2023. This evolution reflects a desire to make the user experience more dynamic and enriching by broadening the scope of recommended posts.
  • Reels performed better than videos and photos in terms of engagement and interaction.
  • Photos are back in the limelight: for a time, the application neglected photos, but you can now repost your photos in carousels that will be shown twice to your audience, once with the first image and a second time a few days later via the second image.
  • Instagram has also introduced the Threads app: a new lever to use in your Instagram strategy.

Instagram audience information

What allows marketing strategies to develop on the application is obviously the subscribers and users of Instagram.

Over time, user segments have multiplied, differentiated, and complemented each other. This has made Instagram an all-in-one application.

Who used Instagram and how many users were there worldwide in 2023?

According to DataReportal in October 2023, the five countries with the highest number of Instagram users are the following:

  • India (358.6 million users)
  • The United States (158.5 million users)
  • Brazil (122.9 million users)
  • Indonesia (104.8 million users)
  • Turkey (56.7 million users)

According to Statista, in 2022, the five countries with the highest levels of engagement among their populations are

  • Mumbai (India) with a 29.01% engagement rate
  • Bangalore (India) with a 13.05% engagement rate
  • New Delhi (India) with a 12.44% engagement rate
  • Montreal (Canada) with a 10.03% engagement rate
  • Dubai (UAE) with a 9.60% engagement rate

To find out how Instagram is consumed as a whole, let's take a look at some key audience statistics based on data from BrandWatch:

  • 53.62% of accounts have fewer than 1,000 followers.
  • 38.03% of accounts have 1001–10,000 followers.
  • 6.2% of accounts have 10,001–50,000 followers.
  • 0.94% of accounts have 50,001–100,000 followers.
  • 0.94% of accounts have 100,001–500,000 followers.
  • 0.27% of accounts have 500,001–10 million+ followers.

Most followed Instagram accounts worldwide

On social media networks, international stars have exceptional communities, popular personalities mainly from the world of show business and the world of soccer. We have compiled data on the 10 most followed accounts in March 2024:

  • The most followed account is Instagram with 670 million followers.
  • Next, we have the account of Portuguese soccer star Cristiano Ronaldo with 624 million followers.
  • Soccer star Leo Messi has 501 million followers.
  • Singer and actress Selena Gomez has 429 million followers.
  • Kylie Jenner, the businesswoman and reality TV star, has 400 million followers.
  • Movie star Dwayne Johnson aka The Rock has 397 million followers.
  • Pop star Ariana Grande has 380 million followers.
  • Kim Kardashian, international superstar, has 364 million followers.
  • Beyoncé has 319 million followers.
  • Khloé Kardashian has 310 million followers.

top 10 most followed instagram accounts worldwide wizishop

Engagement on Instagram

Engagement is the most important marker in terms of performance and awareness of an account or brand on Instagram.

Engagement is the data that shows users’ enthusiasm for an account’s posts. Thanks to this statistic, we can assess the value of an account in relation to the interactions it generates with its audience on the platform.

For example, if an account is followed by thousands of people, but has a rather low engagement rate, this indicates that its content is not captivating enough, or that its community is not engaged. Take note, however, that the larger the community, the lower the engagement rate, because it's all a question of volume.

On the other hand, if an account followed by a few hundred people has a high rate of engagement, it means that the targeted people are commenting, liking, and being active in relation to the content published by this profile.

Engagement rate is a key metric that marketers must follow and monitor on social media networks. On Instagram, it now includes the number of shares and views of the content, in addition to the likes and comments.

Plus, replying to a comment on Instagram helps gain engagement!

It’s worth noting that while interacting with visitors isn’t as important on a social media platform such as Pinterest, it’s very helpful on Instagram.

Average engagement rate

According to SocialPilot, the average engagement rate overall on Instagram is 0.76%, with the average engagement rate for each type of post being as follows:

  • Photo posts: 0.59%
  • Carousel posts: 1.26%
  • Reels: 1.23%

Hashtags with the most engagement

How many hashtags were in the most engaging posts? Hashtags allow for strong themes to emerge.

According to a HubSpot report, the average number of hashtags used per post is 7. However, posts with 11 or more hashtags tend to perform the best in terms of engagement. This in turn is followed by posts that feature 4 or fewer hashtags.

Instagram allows users to include up to 30 hashtags per post, but HubSpot reports that only 1% of users add the maximum number to their posts.

The 10 most popular hashtags in 2023 were the following:

  • #love
  • #instagood
  • #fashion
  • #instagram
  • #photooftheday
  • #art
  • #photography
  • #beautiful
  • #nature
  • #picoftheday

Average engagement by posting schedule

Whether you’re targeting Miami, New York, Canada, Europe, France, or just Paris, the hours and days of posting can vary.

The sectors of activity also change the publishing hours: for leisure activities, it’s better to post on weekends, whereas a B2B solution will perform better during the week.

As determined by Sprout Social, Tuesday and Wednesday are generally the best days to post on Instagram for marketers to expand their reach on the platform. In contrast, Sunday tends to see fewer users on the app. In addition, statistics show that the French are the most engaged users of Instagram.

Worldwide, here's the engagement heatmap for different hours and days as of 2023:

instagram global engagement heatmap sprout social

Source: Sprout Social

Instagram and brands

Instagram is a fantastic showcase for any business looking to increase its visibility. That's why the platform boasts over 200 million businesses, according to Instagram stats. In addition, 90% of the global Instagram population follows at least one brand, and no less than 54% of millennials have already purchased a product seen on Insta.

Most influential content

Companies are using Instagram for targeted and effective advertising campaigns.

The most influential companies and sponsored posts are found in the lifestyle fields (89%), followed by posts involving beauty (38%) and then fashion-related posts (37%), according to the Reech 2024 report.

Where the brand fits into how people use Instagram is very important: 62.4% of accounts follow a company on Instagram in 2023, and 130 million Instagram accounts click on a social commerce post to discover items offered on the app.

Furthermore, 200 million users view at least one brand or company profile a day, and a third of the Stories viewed come from brands on Instagram.

As a company, boosting and optimizing your brand awareness on Instagram, a major social network, has become an essential strategic priority in your marketing and communications plan, whatever the age of your target audience. By investing in this premium mobile platform, and respecting social media networks' rules and statistics, you'll have the opportunity to test new levers to drive your strategy forward.

The "test and learn" concept, adapted to social networking trends, remains an effective way of finding your most direct path to engagement, while also analyzing other key stats, such as interaction or conversion rates in particular.

Also, by exploiting the various mobile app options and features implemented on Instagram, a social media platform prized by various age groups for various uses, you're sure to increase the chances of enhancing the value of your posts. Videos, tutorials, carousels, and Stories should be your tools of choice, adapted to the behavior of mobile users on social media networks, to maximize impact and engagement statistics.

To improve your conversion rate, Instagram's Shopping section, perfectly integrated into the mobile experience and designed to target users from all walks of life, will enable you to trigger sales for your business efficiently and naturally, as the tool is perfectly integrated into publications. Your customers will be able to move from impulse to purchase without wasting any time, which is a major asset in the world of social media networks, where every piece of conversion data counts.

Instagram influencer salaries: Several stats

Influencing is one of the top professions on social networks like Instagram, YouTube, TikTok, etc. A growing number of users of all ages are becoming content creators or influencers on mobile apps.

They're paid by brands to advertise and promote more or less premium articles or services on various platforms and social networks. Their remuneration often depends on their key statistics, such as the number of active monthly user subscribers and the engagement figures generated by their posts.

With their communities and large audiences, these social network personalities offer engaging photo, video, or text content, targeting engaged audiences or setting out to win new followers.

Statistics show that influencers all over the world can be remunerated not only for the creation of this content, but also on orders placed by their audience, notably through affiliate marketing, enabling them to sell around the world and boost their finances. The influencer business model demonstrates the importance of social networks for brands and the digital market in general, where sales are strongly influenced by influencers and their active, engaged communities.

According to Meltwater, brands set aside specific budgets for Instagram influencers in their marketing strategies, based on the size of the influencer's audience:

  • 500 to 10,000 followers: a company can expect to pay $10 to $100 for a post published by nano-influencers.
  • 10,000 to 100,000 followers: a post shared by a micro- or mid-tier influencer can cost anywhere between $100 and $5,000.
  • 100,000-500,000 followers: macro-influencers will typically charge $5,000 to $10,000 per post.
  • More than 500,000 followers: the most expensive posts unsurprisingly come from mega- or celebrity influencers, who are usually paid at least $10,000 for a post.

In addition, Instagram influencers are often paid anywhere from $53 to $1,205 per Story they share.

A survey by Kolsquare found that Instagram is the most profitable platform, ahead of YouTube, Facebook, and Snapchat.

Instagram and its statistics demonstrate the importance and complexity of this central network for the two billion active users on the social media platform.

These statistics show that the use of mobile devices has revolutionized brand communication, and that new professions are emerging.

What are the upcoming Instagram trends?

Impact of social commerce on monthly statistics

Brands, targeting an audience of all ages, can now expand their target audience by opening their premium store on Instagram. This innovation is transforming e-tailers' monthly statistics, with an increase in the number of active mobile users discovering and buying products directly from their Instagram account. This has a significant influence on monthly sales generated by social media networks.

User-generated content (UGC) and its impact on brands' financial statements

UGC is a major trend on the networks and is very important for brands wishing to forge authentic links with their target audience on social networks. This phenomenon is contributing to a significant increase in monthly engagement among active mobile users.

Instagram and the trendy challenge of mobile social networks with Candid

Competing with emerging social network BeReal, Instagram launched Candid Stories to encourage mobile users of all ages to share spontaneous moments. This feature boosts monthly engagement statistics for active users, offering a premium alternative to standard social network statistics.

Authenticity and engagement statistics

On Instagram, authenticity is a key factor in increasing the number of monthly active users. By sharing real images, marketers can see a significant rise in their social network engagement statistics.

Community engagement and influencers

Brands harness the power of nano and micro-influencers to boost their monthly engagement statistics on social networks. This strategy involving influencer marketing targets users of various age groups, favoring user interaction on mobile devices.

Visual storytelling, narrative, and engagement statistics

Storytelling is a powerful tool for brands wishing to improve their engagement statistics on social networks. By telling compelling stories, be they in photo captions, Reels, etc., marketers can reach a wide range of ages and maximize their reach on mobile platforms.

Threads and diversification of the Meta Group's social networks

Launched at the end of 2023, Threads is a new social network that influences monthly usage statistics on Instagram. This launch represents a premium step for brands looking to diversify their social network presence and reach mobile-active users of different ages.

Broadcast channels and premium communication

Inspired by Telegram, these channels offer a premium opportunity for brands to connect intimately with their audience. By increasing the number of monthly active users, this tool can help overall social network statistics.

What is the importance of Instagram in ecommerce?

Promoting your brand

Instagram is a great way to promote your brand and reach new customers via the web. You can use relevant hashtags and effective product descriptions to attract the attention of people who are actively looking for products similar to those your business offers.

Investing in this network ensures growing visibility on a platform that ranks among the world's top social networks. If your budget allows, you can also opt to use paid ads on the platform, just like on Facebook, TikTok, YouTube, etc., to further help boost your business's advertising and marketing efforts and grow your reach.

Offering a personalized customer experience

Instagram enables businesses to create a personalized customer experience by publishing photos and videos of their products in action. You can also use Instagram Stories to give a glimpse into the life of your company, show behind-the-scenes content involving how your products are made, and share customer reviews. French ready-to-wear brand Sézane is an excellent example of using Instagram to deliver a personalized customer experience.

Complementing your blog content with your Insta account

Instagram can also be used to complement your blog content. The social network offers a unique opportunity to share quality images and videos to bring your brand and products to life. This can help build potential customers' trust in your company and encourage them to make a purchase.

For example, French womenswear brand Rouje uses Instagram to publish photos and videos of its products worn by professional models or by its founder, Jeanne Damas. These images attract the attention of Instagram users and provide insight into the quality of the clothes and their style.

By complementing your blog content with social media marketings, such as quality images and videos on Instagram, you can also entice users to visit your website and place an order. Adding links to your products in your Instagram bio or posts allows you to make the buying experience even easier for your potential customers.

To help take your social media marketing strategy to the next level, be sure to check out the following articles:

Please fill in all fields and validate the captcha to send a comment.
Your comment has been successfully registered. Thank you!

The most popular articles


Marketing calendar for 2024: Complete list of key dates (+ infographic)


13 Ecommerce business examples to look to for inspiration in 2024


SaaS vs. open-source ecommerce: Which is the right option for your business?


15 Popular and profitable digital products to sell on your ecommerce site in 2024


Top 20 advantages and disadvantages of ecommerce for businesses to know


Launch your online store

Your email
is already used
Please login to create the store

The password is incorrect

The connection with the server could not be completed, please try again

Back to store creation

Do you already have a WiziShop account?

By providing your e-mail address, you agree to our Terms and conditions of use.

Get a free trial and your first month for 1$!

Symbole Euro Free test
for 7 days
Symbole Carte Bancaire No bank card
Symbole Fonctionnalités Access to all
Symbole Engagement No commitment