Instagram Statistics in 2024 Every Marketer Should Know

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. Below, we’ll look at interesting Instagram statistics in 2024 every social media manager needs to know. 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.

Key Instagram Statistics 2024

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

Instagram Demographic Statistics

7. Instagram users are pretty evenly split by gender. 50.6% of users are male, and 49.4% of users are female. 
8. 62% of Instagram users are between the ages of 18-34. 
9. Teenagers between 13 and 17 make up 8.1% of Instagram users. 
10. 50% of teenagers use Instagram at least once per day. 
11. 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). 
12. Over half of all US adults who earn more than $US100,000 per year use Instagram, compared to just 37% of US adults who earn less than US$30,000 per year. 

Instagram Usage Statistics

13. The average US adult spends 33.1 minutes per day on Instagram. 
14. Users share 1.3 billion images on Instagram every day. 
15. Only 16% of US adults use Instagram for their news consumption. 
16. 99.9% of Instagram users are active on at least one other social media platform. 
17. 58% of Instagram users use the platform to find information about brands or products. 
18. 35% of Instagram users prefer Stories that have a mix of photo, text, and video.
19. 70% of shoppers use Instagram to purchase products or services online. 
20. 44% of Instagram users use the app for shopping each week. 
21. While 19% of all US adults start their online product search on Instagram, 36% of Gen Z start their product search on Instagram.
22. Instagram has an average engagement rate of 1.89% across all post types and industries.
23. 28% of Gen Z Instagram users exchange Instagram handles over phone numbers when meeting someone new. 
24. Ovr 50% of Instagram accounts use the Explore tab each month. 

Instagram Video Statistics

25. Instagram Reels have the highest reach rate of approximately 30% out of all Instagram content types. 
26. Compared to other content types, Instagram Reels have twice the average impression rate. 
27. 694,000 Instagram Reels are sent via DM every minute. 
28. Instagram Reels have the highest engagement rate out of all types of posts with 1.23%. 
29. Over a million people watch Instagram Live videos daily. 
30. Nearly half of all Instagram influencers use Live to reach their audience. 
31. 80% of social media users would rather watch an Instagram Live video than read a blog post from a brand. 
32. Video posts have an average engagement rate of 0.78%. 

Instagram Marketing & Advertising Statistics

33. Over 97% of US marketers use Instagram. 
34. More than half of US marketers use Instagram Reels for influencer marketing. 
35. Brands that start conversations with their customers in Instagram DMs see a 70% conversion rate.
36. In 2022, influencers earned an average of $1,311 per Instagram photo posted, and $2,784 per Instagram story. 
37. Instagram influencer marketing spending reached US$1.9588 billion in 2023. 
38. 30% of marketers say Instagram has the biggest ROI for influencer marketing. 
39. 65.39% of Instagram influencers have between 1,000 and 10,000 followers. 
40. 32% of marketers say Instagram is the easiest platform for influencer marketing. 
41. User-generated content gives brands a 4.5% higher conversion rate than other types of content on Instagram. 
42. Instagram ad revenue earned Meta approximately US$50 billion in 2023.  
43. Instagram ads have the potential to reach nearly 2 billion potential customers each month. 
44. Average Instagram CPC is US$1.23. 

Instagram Threads Statistics

45. Instagram Threads hit 1 million sign-ups more quickly than any other social media platform in history (in 5 hours).
46.  Currently, Instagram Threads has over 160 million active users.
47. In the US, there are 23.7 million monthly active users on Threads. 
48. 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 July 2023. 
49. Instagram Threads has been downloaded 162 million times worldwide, with India having the most downloads (54.2 million).
50. Threads is expected to earn US$4.5 billion in revenue in 2024.

Gretchen Oestreicher , 15 April 2024