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Instagram Statistics in 2025 Every Marketer Should Know

25 June 2025

Instagram, known for its visually appealing platform and focus on user-generated content, has become a valuable tool for brands looking to connect with their audience. With more than 2 billion monthly active users, Instagram provides a vibrant and engaged community for brands and businesses of any scale to leverage. This is a perfect opportunity to uncover powerful Instagram statistics that reveal how people engage, share, and shop.

Below, we’ll look at interesting Instagram statistics that every social media manager needs to know in 2025. Explore key user demographics, usage trends, advertising insights, and video content dynamics. With this, you can optimize your brand’s social media strategy to better engage with Instagram’s diverse user base.

Check Out the 2025 Instagram Playbook

Key Instagram Statistics 2025

  1. Instagram has over 2 billion monthly active users.1
  2. Behind Facebook and YouTube, Instagram is the third most popular social media platform (tied with WhatsApp).2
  3. The Instagram app has been downloaded approximately 3.8 billion times.3
  4. In 2023, the Instagram app was downloaded 696 million times, making it the most downloaded app globally that year. However, the photo app lost its leading position to TikTok in 2024.4 
  5. 21% of social media users say Instagram is their favorite social media platform.5
  6. Instagram is the fourth most-visited website in the world.6

Instagram Demographic Statistics

  1. Instagram users are pretty evenly split by gender. 50.6% of users are male, and 49.4% of users are female.7 
  2. 62% of Instagram users are between the ages of 18-34.8
  3. Teenagers between 13 and 17 make up 8.1% of Instagram users.9 
  4. 50% of teenagers use Instagram at least once per day.10 
  5. India has the largest number of Instagram users (362.9 million), followed by the US (169.65 million users), and then Brazil (134.6 million users).11 
  6. Over half of all US adults who earn more than $100,000 USD per year use Instagram, compared to just 37% of US adults who earn less than US$30,000 per year.12 

Instagram Usage Statistics

  1. The average US adult spends 33.1 minutes per day on Instagram.13 
  2. Users share 1.3 billion images on Instagram every day.14 
  3. Only 16% of US adults use Instagram for their news consumption.15 
  4. 99.9% of Instagram users are active on at least one other social media platform.16 
  5. 58% of Instagram users use the platform to find information about brands or products.17 
  6. 35% of Instagram users prefer Stories that have a mix of photo, text, and video.18
  7. 70% of shoppers use Instagram to purchase products or services online.19
  8. 44% of Instagram users use the app for shopping each week.20 
  9. While 19% of all US adults start their online product search on Instagram, 36% of Gen Z start their product search on Instagram.21
  10. The best time to post is 8 pm, globally. This is when the most users are engaged.22
  11. 28% of Gen Z Instagram users exchange Instagram handles over phone numbers when meeting someone new.23 
  12. Over 50% of Instagram accounts use the Explore tab each month.24 

Instagram Video Statistics

  1. Instagram Reels have the highest reach rate of approximately 37.87% out of all Instagram content types.25 
  2. Compared to other content types, Instagram Reels have twice the average impression rate.26 
  3. 694,000 Instagram Reels are sent via DM every minute.27 
  4. Carousels have the highest engagement rate out of all types of posts, with 10.15%.28 
  5. Over a million people watch Instagram Live videos daily.29 
  6. Nearly half of all Instagram influencers use Live to reach their audience.30 
  7. 80% of social media users would rather watch an Instagram Live video than read a blog post from a brand.31 
  8. Instagram Stories are the most popular content type, with 71.92% of posts accounting for Stories.32

Instagram Marketing & Advertising Statistics

  1. Over 97% of US marketers use Instagram.33 
  2. More than half of US marketers use Instagram Reels for influencer marketing.34 
  3. Brands that start conversations with their customers in Instagram DMs see a 70% conversion rate.35
  4. In 2022, influencers earned an average of $1,311 per Instagram photo posted and $2,784 per Instagram story.36 
  5. Instagram influencer marketing spending reached US$2.2 billion in 2024, an increase from 2023’s US$1.9 billion.37 
  6. 30% of marketers say Instagram has the biggest ROI for influencer marketing.38 
  7. 65.39% of Instagram influencers have between 1,000 and 10,000 followers.39 
  8. 32% of marketers say Instagram is the easiest platform for influencer marketing.40 
  9. User-generated content gives brands a 4.5% higher conversion rate than other types of content on Instagram.41 
  10. Instagram ad revenue earned Meta approximately US$70.9 billion in 2024.42  
  11. Instagram ads have the potential to reach nearly 2 billion potential customers each month.43 
  12. Average Instagram CPC is US$1.23.44 

Instagram Threads Statistics

  1. Instagram Threads hit 1 million sign-ups quicker than any other social media platform in history (in 5 hours).45
  2.  Currently, Instagram Threads has over 200 million active users.46
  3. In the US, there are 23.7 million monthly active users on Threads.47 
  4. Despite its strong start, Thread users only spend about 3 minutes on the app daily. This is down from a daily average of 21 minutes in the previous year.48 
  5. Instagram Threads has been downloaded 162 million times worldwide, with India having the most downloads (54.2 million).49
  6. Threads is expected to earn US$113 billion in revenue by 2026.50

Instagram Playbook 2025 Key Stats

What does Instagram really look like in 2025? Metricool and HypeAuditor teamed up to find out. In our 2025 Instagram playbook, we have analyzed 700 million posts from 28 million influencer accounts to uncover the real numbers behind reach, engagement, and growth. The updated insights below highlight some of the biggest shifts shaping content performance this year: 

51. Posting 2-3 times weekly will drive, on average, 19% growth.

52. 10+ posts per week will most likely boost growth by 79%.

53. 93.5% of Instagram accounts publish only once a week or less. This post frequency is linked to an average 2% yearly follower loss.

54. The best days for posting Instagram content are on Wednesdays and Fridays.

55. Influencers on Instagram generate 3× more likes and comments than brand accounts.

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    3. https://www.businessofapps.com/data/instagram-statistics/#:~:text=Instagram%20has%20been%20downloaded%20approximately%203.8%20billion%20times. ↩︎
    4. https://www.businessofapps.com/data/most-popular-apps/#:~:text=Instagram%20was%20the%20most%20downloaded%20app%20globally%20in%202023%2C%20with%20696%20million%20downloads ↩︎
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    10. https://www.pewresearch.org/short-reads/2023/04/24/teens-and-social-media-key-findings-from-pew-research-center-surveys/#:~:text=About%20half%20of%20teens%20use%20Instagram%20(50%25) ↩︎
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    21. https://www.emarketer.com/insights/facebook-advertising-statistics/#:~:text=A%20chart%20showing%20where%20US%20Gen%20Z%20and%20total%20consumers%20begin%20their%20online%20product%20searches%2C%20February%202023.%20(Subscribers%20only) ↩︎
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    24. https://about.instagram.com/blog/announcements/making-explore-an-even-better-home-for-your-interests#:~:text=Today%E2%80%99s%20launch%20marks%20an%20important%20step%20forward%20for%20Explore%2C%20which%20is%20used%20by%20more%20than%2050%25%20of%20accounts%20on%20Instagram%20every%20month. ↩︎
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    40. https://influencermarketinghub.com/influencer-marketing-statistics/#:~:text=32%25%20say%20that%20it%E2%80%99s%20the%20easiest%20platform%20for%20working%20with%20influencers. ↩︎
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    42. https://www.oberlo.com/statistics/instagram-ad-revenue#:~:text=Instagram%E2%80%99s%20annual%20revenues%20from%20ads%20totaled%20%2450.6%20billion%2C%20the%20first%20time%20they%20exceeded%20the%20%2450%20billion%20milestone. ↩︎
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    Kalum Kalum , 25 June 2025

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