Instagram Statistics 2023-2024: How many people use instagram?

Instagram is on nearly everyone’s smartphone these days. From snapping food pics or catching up on the latest trends, Instagram is a daily go-to for billions of people worldwide.

As per the latest data, Instagram is seeing substantial growth year over year. From a total user base of 1.21 billion in 2021, it’s projected that Instagram will have 1.44 billion worldwide users in 2025.

For a detailed breakdown of Instagram statistics 2024, read on.

Instagram Statistics 2023-2024 (Top Picks)

  • Instagram is projected to hit 1.44 billion users by 2025.
  • Instagram’s global advertising reach is 1.628 billion as of April 2023.
  • India has the most Instagram users at 229.55 million as of January 2023.
  • The majority of Instagram users are between 18-34 years old.
  • 90% of Instagram users follow at least one business account.
  • 70% of shoppers look to Instagram for their next purchase.
  • Instagram has a 504.37 million follower count on its own profile as of May 2022.
  • Instagram Stories has 500 million daily active users.

How Many People Use Instagram 2023-2024?

YearInstagram Users (in billions)

Instagram’s numbers are booming! In 2020, the platform had 1.04 billion users, and it went up to 1.21 billion in 2021. Now, in 2022, that figure has grown to 1.28 billion. Just think about it: that’s an increase of nearly 240 million users in just two years. And the trend isn’t stopping; projections suggest the count will hit 1.44 billion by 2025.

Now, in 2021, these 1.21 billion monthly active users made up a whopping 28 percent of the world’s internet users. Fast-forward to 2025, and this share is expected to grow to 31.2 percent. So, not only is Instagram adding more users, but it’s also grabbing a bigger piece of the global internet user pie.

What’s the competition like? In January 2022, Instagram ranked fourth in the global social media arena. Its parent company, Facebook, still reigns supreme with close to 3 billion users. YouTube and WhatsApp take the second and third spots.

However, the platform’s own account boasts a staggering 504.37 million followers as of May 2022, making it a significant influencer in its own right.

Okay, but here’s a stat you can’t ignore: as of April 2023, Instagram’s global advertising audience reach stands at 1.628 billion

That means about 25.9% of people aged 13 and up around the world are likely on Instagram.

Sources: Statista, DataReportal

Instagram Statistics By Country 2023-2024

CountryInstagram Users (in millions)
United States143.35
United Kingdom28.75

Top of the list is India with a whopping 229.55 million users as of January 2023. Following closely are the United States with 143.35 million and Brazil with 113.5 million. Indonesia, Turkey, and Japan also make the list, though with smaller user bases.

Now, how quickly did Instagram grow? Well, it took the platform 11.2 years to hit 2 billion monthly active users worldwide.

That’s faster than Facebook, which took 13.3 years but slower than WhatsApp, another Meta-owned app, which took 11 years. These stats show Instagram is more than holding its own in the social media race.

In the United States, Instagram was the fourth most-visited social media service as of May 2021. That says a lot about its place in the daily lives of Americans.

Now, let’s talk about age groups. The majority of Instagram users fall in the 25 to 34-year-old category. In fact, as of December 2021, a third of all U.S. users were in this age group. So, if you’re looking to target a slightly younger but still adult audience, Instagram is your go-to.

What about Gen Z? Well, 57% of Gen Z social media users were on Instagram. That’s a small drop from 61% in 2020 and 64% in 2019. It might not be their top choice anymore, but it’s still a big part of their social media diet.

Instagram is more popular among women. So if your brand or message speaks more to a female audience, this platform could be the right option for you.

Sources: Statista

Instagram Marketing Statistics 2023-2024

In 2023, about 35% of all Instagram users are expected to buy something right from the platform. 

But what about influencer marketing? On average, influencers ask for $363 for a brand collaboration. But wait, most brands manage to bring that price down to about $183. So, it seems there’s room for negotiation.

Now, let’s talk about Stories. If a brand posts a Story, there’s an 86% chance that users will watch it from start to finish. And the most active brands don’t hold back—they post up to 17 Stories a month. This shows that Stories are a crucial part of a brand’s engagement strategy.

Instagram statistics 2024

Timing is everything, especially on social media. What’s the best time slot for the highest engagement on Instagram? It’s Wednesday mornings, specifically between 9 and 11 am CST. So set your reminders!

The impact of Instagram on shopping habits is also hard to ignore. Nearly half—44% to be exact—of consumers use Instagram to shop every week. Plus, one out of every two people uses the platform to find new brands. If you’re a brand, this is the place to be discovered.

Let’s not forget video content. Compared to photos and text, videos on Instagram pull in twice as much engagement. Quite interesting, right? If you’re looking for likes, comments, and shares, videos are your go-to.

Finally, a 2022 study from Collabstr shows that 82% of influencers are offering their services on Instagram, compared to 61% on TikTok. This makes it clear that for influencers, Instagram is still on top.

Sources: Insider Intelligence, Collabstr

Instagram Growth Statistics 2023-2024

Instagram is booming and the numbers correctly represent its growth. Over the last year, the number of people you can reach with Instagram ads went up by 12.2%. That shows businesses and advertisers still see big value in using Instagram to get their message across.

Remember when Instagram only had 90 million users back in 2013? Well, things have changed—a lot. Now, the platform packs a user base of a whopping 12.8 billion users who log in at least once a month from around the globe. This huge jump in monthly active users makes it clear: Instagram has become a big part of people’s lives.

So how much time do people actually spend scrolling through their feeds? On average, it’s about 53 minutes a day. If you add that up over the years, you end up spending eight whole months of your life on Instagram. This once again highlights the importance of Instagram in people’s daily routine.

You might wonder how often people check Instagram. Here’s the deal: 59% of users are on the platform every single day, and an additional 21% make it a weekly routine. This shows that Instagram isn’t something people just check out now and then—it’s a regular part of their week.

Now, let’s talk about hashtags. Most posts on Instagram feature between 3 and 5 hashtags. But if you really want to hit the sweet spot for engagement, you should aim for 11. Yes, exactly 11. And this shows that hashtags are important for your post’s visibility.

And get this: 63% of Instagram users open the app at least once per day. That’s another strong sign that Instagram is deeply rooted in people’s daily routines.

Sources: Later, Vox

Instagram User Demographics 2023-2024

Instagram User AgePercentage

The age range of Instagram users is quite varied, but it leans toward a younger audience.

Young adults, especially those between 18-34 years, make up the bulk of Instagram users. What does this tell us? Brands targeting Millennials and Gen Z should focus their marketing efforts here.

With nearly 61.1% of users falling between the ages of 18 and 34, the platform is a great option for companies aiming to capture the attention of this demographic.

Moreover, did you know that Nearly 3 out of 4 U.S. teens think Instagram is the go-to platform for brands to reach them for promotions or new products? If teens are your target market, Instagram is where you should be focusing your advertising dollars.

And even though Instagram is popular among women, stats show that it is equally popular among men—50% female and 50% male. So, if your brand or business targets a broad audience, you’ve got equal opportunities to connect with your target market.

Now, let’s talk about global reach. A whopping 88% of Instagram users live outside the United States. If you’re a brand aiming for a global presence, don’t underestimate the power of Instagram.

In January 2023, almost 17% of all active Instagram users globally were men between 18 and 24 years old. Overall, more than half of Instagram users worldwide are 34 years or younger. This further highlights the platform’s stronghold among younger users.

Instagram’s global user base has hit 2 billion, making it the fourth most popular social media app. That’s a whole lot of potential eyeballs on your content, products, or services!

Sources: We Are Social, Statista, MakeAWebsiteHub, Statista, Statista, Statista, Emarketer

Instagram Followers Statistics 2023-2024

Small business accounts with fewer than 10,000 followers have an average engagement rate of 0.98%. That number goes down as the follower count rises. If you have between 10,000 and 100,000 followers, your average engagement rate drops to 0.68%.  And for accounts with more than 100,000 followers, it’s at 0.57%.

This is noteworthy statistics because it shows that smaller accounts tend to have a more engaged audience. It’s a good reminder that more followers don’t always equal better engagement. 

However, Instagram has 58% more engagement per follower than Facebook. And it keeps growing. Business accounts see their follower numbers go up by about 1.79% each month. This shows that Instagram is the platform to focus on if you want active interaction with your followers.

Instagram statistics 2023-2024

In North America, the majority of users have fewer than 10,000 followers. That’s 78.81% of all Instagram users. This stat highlights that Instagram is still very much a platform for the average person. This is good news for businesses targeting everyday consumers.

Okay, which business sectors have the most followers? Content & Apps are leading with an average of 106,600 followers. Home & Auto and Publishers are not far behind. They average 74,145 and 69,534 followers, respectively. This indicates that practical and informational content is also highly valued on the platform.

Lastly, for the fifth year running, the most-followed account is Instagram itself, boasting 649 million followers. This just shows that Instagram is a hugely popular brand worldwide.

Sources: Social Pilot, Mention

Instagram Ads Statistics 2023-2024

Instagram is a big platform for ads, reaching up to 1.32 billion people. But take note: between January 2022 and 2023, the total number of people you could reach went down by 10.8%, from 1.48 billion to 1.32 billion.

What does this mean? Well, Instagram is still huge, but it’s not growing as fast in terms of ad reach. So if you’re thinking about getting into Instagram ads, it’s good to stay updated on these changes.

Now, let’s talk about money. The cost-per-click (CPC) for Instagram ads usually falls between $0.20 and $2.00. But here’s a twist: it’s more expensive to target females than males. Knowing this can help you budget your ad campaigns better.

On the regular, about 38% of marketers use Instagram’s ad platform. That’s a lot of businesses vying for attention. And they’re pretty active, posting about their products or services roughly 1.5 times every day. If you’re a marketer, it shows that being active is pretty much the norm here.

When it comes to user behavior, the numbers are equally interesting. About 60% of all Instagram accounts are visited every day. More importantly, 80% of users have bought a product after seeing it on Instagram. This is great news for businesses! It means your ads actually lead to sales.

Moreover, not only are people buying, but they’re also engaging with businesses. More than 150 million users talk directly with businesses on Instagram every month. So your Instagram account is a great way to communicate with your target market.

Sources: Loyoly, EnterpriseAppToday

Instagram Business Statistics 2023-2024

Instagram has become essential for businesses. 81% of users go there to learn about brands, products, and services. This shows that Instagram is a valuable resource for companies aiming to connect with consumers. People are actively looking for information here.

90% of Instagram users follow at least one business account. That’s not a small figure. It means most users want to keep up with brands they like, and companies should take advantage of this engagement.

One-third of the most viewed Stories are from businesses. Stories aren’t just for friends sharing moments; they are effective business tools. Businesses can use Stories to showcase new products or behind-the-scenes looks, and they’ll know people are watching.

There are over 25 million businesses on Instagram. With such a vast number, competition is fierce. Businesses can’t afford not to be on this platform. It’s where your potential customers are.

15% of U.S. shoppers kick off their online shopping journey on Instagram. Shopping habits are evolving, and Instagram is becoming a starting point. Businesses should recognize this change and position themselves accordingly.

70% of shoppers look to Instagram for their next purchase. This isn’t just idle browsing; it’s a strong sign that people are ready to buy. For businesses, that’s a statistic that can’t be ignored.

Sources: Meta, Instagram, OmnicoreAgency, Insider Intelligence

Facts About Instagram

First up, it’s interesting to know that Instagram is the fifth most-visited website out there. That means people are checking Instagram on their computers, too. 

Remember that egg picture everyone was talking about? In June 2021, it was the top post on Instagram. But guess what? In March 2023, Lionel Messi took over the top spot after winning the FIFA World Cup. So, what does that mean?

Well, with Instagram you have the power to captivate millions. This variability in top posts highlights Instagram’s wide-reaching appeal and the unpredictable nature of what will go viral next.

Instagram Stories kicked off in August 2016 following Snapchat’s success. And guess what? Stories now boast a whopping 500 million daily active users. So, if you’re not hopping on the Stories train, you’re missing out big time. It’s a fantastic way to keep your audience engaged without overwhelming them with posts on their feed.

And speaking of Stories, did you know that brand Stories have an 86% completion rate? So if you’re not using Stories, you’re leaving a lot of engagement on the table. 

Finally, there’s something about using Instagram Stories that makes your profile feel complete. Every time you post a Story, a colorful ring shows up on your profile. It’s a small detail, but it has a huge impact on drawing attention to your profile.

Sources: SimilarWeb, Statista, Conviva, Statista


So that wraps up our detailed breakdown of Instagram statistics 2024.

And here’s a stat to really think about: Instagram’s global advertising reach is a jaw-dropping 1.628 billion as of April 2023.

That’s a sign that Instagram is a key player in the global advertising game. Don’t overlook it; this is where your audience is, and they’re ready to engage.

In a nutshell, if you’re looking to reach a large number of engaged users, Instagram is the right platform for you.