Instagram can be difficult for marketers and business owners to get their head around. That’s why we curated this comprehensive list of Instagram statistics 2025 for marketers and business leaders, to help you take a data-driven approach.
While most business leaders know that Instagram is a great channel for finding, engaging, and converting customers, they can struggle to identify and implement the right Instagram strategy.
Without the right guidance and support, you might not know how much of your budget you should be investing in paid social on Instagram, what kind of content you should be creating for the entire buyer lifecycle, and how you can measure your results against competitors.
These stats will offer a behind-the-scenes view of everything you need to know before you start developing your next social media strategy.
So, let’s dive straight in.
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General Instagram Statistics: Understanding Instagram’s Impact
Instagram is one of the most popular social media channels in the world today by far. It actually ranks far above well-known channels like Twitter (X), Snapchat, Pinterest, and even TikTok in terms of monthly active users and organic traffic.
Here are some of the top Instagram statistics that prove this channel should form a core part of your full funnel marketing strategy.
- Instagram has Over 2 Billion Monthly Active Users
According to Statista, Instagram has more than 2 billion monthly active users, as of April 2024. That makes it the third most popular platform (in terms of active users), overall, falling just behind YouTube (with 2.5 billion users), and Facebook (with 3+ billion users).
Notably, Instagram does tie with “WhatsApp” as the third most used social platform – both have the same number of monthly active users on average.
- Instagram is the Channel with the Biggest Impact on Cultural Trends
If you think TikTok is the social media trendsetter – you might be surprised. According to a report from GWI, Instagram is the most likely platform to inspire or launch a new “cultural trend” – particularly among users in the age group ranging from 16 to 64. If you’re trying to set yourself apart as a “pioneer”, Instagram could be the perfect platform for you.
- “Instagram” is the 6th most Searched Term on Google
If you’re looking for more evidence of how popular Instagram is as a channel – how about the fact that SEMRush found “Instagram” to be the sixth most-searched term on Google? This term gets over 414 million searches per month – tying with the word “Google”.
- More than Half of the Content Viewed on Instagram is AI-Recommended
2024 was the first year that people on Instagram started to see more content on their feeds recommended by the platform’s AI algorithms. More than half of what users see on the platform today is based on an AI assessment of what users have previously viewed, or engaged with. That makes it more important than ever for marketers to understand how Instagram’s algorithms work.
- Almost Every Instagram User is Active on another Social Platform
While users love Instagram, they generally don’t rely on it as their “only” social media platform. Only around 0.2% of users say they don’t use other social media channels. Most are also active on platforms like Facebook, YouTube and TikTok. That’s why at The Graygency, we often recommend using a cross-channel approach for full-funnel paid social marketing.
Instagram User Statistics and Demographic Data
Compared to channels like TikTok, which typically appeal most to younger audiences, Instagram has a relatively broad user base. People of virtually every age, from every country (and of every gender), use this platform on a daily basis. Here are the demographic Instagram statistics you should know if you’re wondering if you can reach your audience on Instagram.
- The Majority of Instagram Users are Young Adults
By a small margin, the biggest group of users on Instagram are people that fall between the ages of 18-24 – 31.7% of the platform’s audience is made up of people in this age group. However, another 30.6% fall into the 25-34 year-old segment. This means if you’re trying to target younger audiences (without dipping too far into Gen Z), Instagram could be the ideal platform.
Notably, less than a third of Instagram users are 35 or older, and less than 8% are over the age of 55 – if you want the broadest age group, Facebook might be the better option.
- India is the Country with the Most Instagram Users
Surprisingly, the United States is only the “second biggest” country for Instagram users, with around 169.95 million users. India seems to be the region where the platform really thrives, with more than 362 million users, as of January 2024.
However, there are still millions of users you can target through Instagram in Brazil, Indonesia, Turkey, Japan, Mexico, the United Kingdom, and beyond.
- More Instagram Users are “Male” than “Female”
In 2024, around 50.6% of Instagram users were defined as “male” compared to 49.4% which identified themselves as female. No other gender identities were considered in the survey. On a broad scale, this means that you should be able to target a relatively even split of male and female customers through Instagram, with the right strategy.
- More than Half of US residents aged 12-17 Use Instagram
Although TikTok is still the more popular social media platform for Gen Z users and younger teenagers, a lot of US teens are still active on Instagram. Around 57.5% of all US residents between the ages of 12 to 17 are active on the platform. Other studies also suggest that 85% of iOS Gen Z users in the United States use the platform.
Notably, another report found that 8% of US teens visit their Instagram profiles “almost constantly” throughout the day, and 37% use Instagram several times per day.
- Instagram is a Great Place to Reach US Hispanic Users
While around 39.8% of the US population uses Instagram, 52.3% of Hispanic users are active on the platform. This could mean that Instagram is a particularly important channel for you if you’re targeting the Hispanic population (at least in the US).
Instagram Usage Statistics
Now, let’s dive into some of the top Instagram statistics that highlight how people are actually using the platform. While the entertainment factor of Instagram might be the biggest draw for most customers, users are actually relying on the platform for more than you might think.
- US Users Spend About 16 Minutes a Day on Instagram
Compared to other channels like YouTube and TikTok, Instagram lags behind slightly in terms of how much time customers spend on the platform. However, the average US Instagram user still logged about 16 minutes per day on the channel. By 2025, experts predict that the average user will be spending about 17 minutes on Instagram each day.
- 86% of US Users Use Instagram for Entertainment
The most common reason US users actually log into Instagram, is because they’re looking for entertainment. 86% of respondents to one survey say they like the platform because it’s entertaining, so you better make sure your content is fun, entertaining, or inspirational.
- 36% of People Use Instagram as a Search Tool
More than ever before, users on Instagram are beginning to turn to the channel as a replacement for Google. About 36% of people say that they use Instagram to search for information and brands, just like they would on Google. Now could be the perfect time to start rethinking your Instagram SEO strategy – or building one, if you don’t have it already.
- 7% of US Customers Start Shopping Journeys on Instagram
About 7% of customers say they start their search on Instagram when they’re looking for products or services to purchase. Obviously, this means that fewer people are starting “shopping journeys” on Instagram than those that are simply looking for information.
However, only one other social media platform (Facebook) has a higher number of active users actually searching for products on the platform.
- 72.2% of Gen Z Users Use Instagram to Message People
One of the few areas where Instagram out-performs TikTok in terms of Gen Z usage, is in messaging. Around 72.2% of Gen Z users regularly use the platform to chat with their friends, colleagues, and brands through Instagram Messenger.
According to another report, about 150 million people use Instagram to communicate directly with businesses, so it’s a good idea to make sure you’re watching your DMs.
- Instagram Users Spend More Than Half Their Time Watching Reels
Instagram might be the ultimate “photo sharing” social media platform, but these days people are definitely looking for more fast-paced video content. More than half of the time people spend on the platform is dedicated to watching Reels – indicating that Reels should be a key part of any Instagram marketing strategy.
On top of that, more than 694,000 Reels are shared by DM every minute, which indicates that a strong Reels strategy could help to boost your brand’s visibility and reach. One point to keep in mind is that most users will only share Reels for accounts they’re not following if they’re less than 90 seconds long – so keep your videos short and sweet.
- More than 100 Million People Watch Instagram Live Each Day
Reels aren’t the only form of video content that people love on Instagram. More than 100 million people also tune into live streams every day. This could mean that live videos are the perfect way to boost engagement with your audience, and even optimize your social commerce strategy.
- Nearly 50% of Male and Female Users Purchase Products on Instagram
Hootsuite and eMarketer predicted that over 46.8 million people would make a purchase on Instagram in 2024. This aligns with Capital One Shopping data, which found that 47% of female social media users, and 41% of male users had purchased a product from Instagram already.
- 44% of Instagram Users Check Product Reviews on the Platform
Instagram is a great place to seek out product reviews and authentic testimonials. More than 44% of users in the US regularly check out recommendations and user-generated content on the platform. This makes it particularly important to use social listening tools, so you can keep track of what customers are actually saying about your brand online.
Instagram Statistics for Business Leaders
Technically, all of the Instagram statistics we’re sharing in this guide will be beneficial to business owners. However, the following stats may grab the attention of executives and shareholders more than most. Let’s take a closer look.
- 68% of Marketers Believe Instagram Drives Positive ROI
Almost 70% of all marketers are completely confident that investing in Instagram marketing and advertising strategies delivers a positive ROI. That makes Instagram second only to LinkedIn in this area. If you’re worried about earning results from Instagram, you shouldn’t be – provided you invest in the right strategy.
- Instagram has an Average Engagement Rate of around 1.44%
1.44% might not sound like a lot, but it’s higher than you’d think. Plus, engagement rates vary depending on your industry. Government had the highest engagement rate in 2024, followed by retail at 1.62%.
Plus, it’s worth noting that in 2024, the average Instagram post earned more than 513 likes, 15 comments, and 19 saves – those are a lot of different types of engagement you can benefit from. Plus, if you invest in the right content, you can boost your engagement rate. Photo posts have the highest engagement rate on average (2.68%).
- Over 86% of Organizations have a Presence on Instagram
No other social media channel, except for Meta has a more significant number of business accounts than Instagram. 86% of companies have a presence on this platform in the United States. That means if you’re not active on Instagram, your competitors probably will be.
Plus, around 90% of people on Instagram say that they follow at least one Business account – so there’s a good chance you’ll be able to connect with your target audience here.
- On Average, Businesses Post 0.35-1.25 times per day on Instagram
The average number of posts a company makes on Instagram each day varies depending on the industry. Finance companies generally post less (such as once every two days), while entertainment companies can post numerous times each day.
- Fashion Brands Get the Most Attention on Instagram
Unsurprisingly, fashion brands generally get the most “focus” on Instagram. Around 12% of customers search for fashion brands directly on the platform. The second most popular niche is hair and beauty (11%), followed by interior design (10%).
- Tagging Products in Instagram Posts can Boost Sales by 37%
Taking advantage of the Product-tagging feature on Instagram can increase your sales on the platform by around 37%. That should be enough to convince you that you should be tagging your products as often as you can in paid and organic posts (without being too overtly promotional).
Instagram Statistics for Marketing and Advertising
Here’s where things will really get interesting for marketers and advertisers. We’ve already shared plenty of Instagram statistics that highlight the benefits of using this platform for brand marketing, awareness, and engagement.
Here’s why you should be using Instagram for marketing and advertising too.
- Instagram Has the Third Largest Ad Audience
Overall, YouTube has the biggest social media advertising audience in terms of reach (connecting with 2.5 billion users per month). Instagram comes in third with ads that reach around 1.68 billion users each month – falling just behind Facebook.
This basically means that Instagram ads can reach anywhere up to 20.3% of the global “digital” population. If you want massive reach, Instagram ads are the way to go.
- Instagram’s Ad Revenue is Growing
In 2024, WARC predicted that Instagram’s advertising revenue would increase to a whopping $17.7 billion – that’s a boost of 25.8% year-over-year. Of course, predictions like that aren’t too surprising when you consider the fact that Instagram ads accounted for around 9.8% of all US digital ad spend throughout 2024.
- The Average Cost per Click for an Instagram Ad Ranges from $0.40 to $0.70
As of 2024, the average CPC (Cost-per-click) for all Instagram ads ranges between $0.40 and $0.70. For ads with a destination URL, CPC generally ranges from $0.50 to $0.95, although this can vary depending on your industry, type of campaign, and when you post your ads.
- The Average Conversion Rate on Instagram is 1%
According to Bazaarvoice, the average conversion rate for top-performing ads is around 1% on Instagram. However, your results will vary depending on a number of factors – including your reach.
The study also found that brands with smaller followings (less than 10k) still have the highest conversion rate at around 1.3%. However, brands with larger followings are achieving results too. Companies with more than 100,000 followers also saw higher-than-average conversion rates in 2023 (1.1% compared to around 0.3% the year before).
Other studies have also shown that 29% of B2B and B2C companies say that Instagram drives the highest advertising ROI of all social channels, tied with Facebook.
- Marketers Spent $2.21 billion on Influencer Marketing in 2024
In 2024, US marketers geared up to spend more than $2.21 billion on Instagram Influencer marketing campaigns. That’s almost double what they were expected to spend on influencer campaigns for other social media channels, like TikTok. Clearly, influencers are a powerful resource if you want to boost your marketing ROI on Instagram.
Learning from the Top Instagram Statistics
Now you’ve read through all of this enlightening Instagram statistics, it should be clear that adding Instagram to your social media strategy is a no-brainer. Instagram is an incredible platform for boosting brand awareness and reach, increasing engagement, and enhancing conversions.
The key to success is figuring out how to develop the right strategy. At The Graygency, we help companies of all sizes do just that. With our exclusive analytics, creative content services, and full-funnel media marketing strategies, we’ve helped firms from every industry boost their Instagram ROI, and increase their profits.
Discover how we can help you build the ultimate Instagram advertising campaign, and turbo-charge your ROAS today. Contact our team to start your Instagram marketing journey.
Love our social statistics ? have a read of these other posts:
The Top Facebook Statistics You Should Know in 2025
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