What is Instagram?

Instagram is a fast, beautiful and fun way to share your life with friends and family. Take a picture or video, choose a filter to transform its look and feel, then post to Instagram—it’s that easy. You can even share to Facebook, Twitter, Tumblr and more. It’s a new way to see the world. (source)

Instagram History

• 2010 – Instagram launches
• 2011 – Hashtag functionality is added
• 2012 – Instagram launches on Android; Facebook acquires Instagram
• 2013 – Video sharing functionality is added; Sponsored posts debut; Direct launches
• 2015 – Boomerang launches
• 2016 – Instagram gets an app and feed redesign; Stories launch; Instagram desktop launches; Live video functionality launches
• 2018 – IGTV launches

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Instagram User Count

How many users does Instagram have?

1.3 Billion Monthly Active Users
Source
Last updated 10/16/21

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How many Instagram users are on it daily?

500 million Daily Active Users
Source
Last updated 3/23/19

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How many people use Instagram Stories?

500 million daily users
Source
Last updated 2/26/21

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Additional Instagram Statistics

Global Instagram engagement rate:

• 2021: 5.86%
• 2020: 2.26%

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Most engaging type of Instagram content:

Video

Last updated 2/25/22

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Number of Instagram users that tap on shopping posts each month:

130 million

Last updated 7/22/20

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Estimated Instagram revenue for 2019:

$20 billion

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Average engagement rate for all Instagram posts:

0.9%

Last updated 7/2/19

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Percentage of Instagram users that are from outside the U.S.:

80%

Last updated 6/22/17

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Percentage of business on Instagram that have produced a story:

over 50%

Last updated 8/4/17

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Number of business profiles on Instagram:

25 million businesses

Last updated 11/30/17

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Number of Instagram advertisers:

2 million monthly advertisers

Last updated 9/25/17

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Percentage of Facebook ad accounts that advertise on Instagram:

43%
Last updated 7/17/18

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Engagement rate for Instagram sponsored posts in Q1 2019:

2.4%

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Engagement rate for Instagram organic posts in Q1 2019:

1.9%

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How many Instagram accounts can you have?

Users may have up to 5 Instagram accounts

Last updated 9/10/17

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How many seconds can an Instagram video be?

Instagram videos can be between 2-60 seconds long

Last updated 9/10/17

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How many people are you allowed to follow on Instagram?

Instagram limits the amount of people any user can follow to 7,500

Last updated 9/10/17

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How many people can you group message on Instagram Direct?

up to 15 people

Last updated 9/10/17

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Percentage of US millennials that use Instagram daily:

34%

Last updated 8/10/17

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Percentage of US Internet users, aged 13-17 (teens) that use Instagram daily:

63%

Last updated 1/18/17

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Percentage of Instagram users that have purchased a product they saw on it:

72%

Last updated 10/3/17

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Percentage of global smartphone users that use Instagram:

25%

Last updated 12/14/17

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Best Days to Post on Instagram for Engagement:

Monday, Wednesday and Thursday

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Best time of the week to post on Instagram:

Tuesday at 2pm

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Amount Facebook Paid for Instagram:

$715 million

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Number of Languages Instagram supports natively:

39

Last updated 10/31/17

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Percentage of Instagram users that log in at least once a day:

22%

Last updated 1/10/18

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Percentage of users that check Instagram multiple times a day:

38%

Last updated 1/10/18

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64% of college students consider Instagram the most narcissistic social media service.

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Average amount of time per day that American’s spend on Instagram:

38 minutes per day

Last updated 5/28/19

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Average amount of time Instagram users spend in the Android app daily:

27 minutes per day

Last updated 6/25/18

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Percentage of US adults that use Instagram:

35%

Last updated 4/16/18

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Most liked Instagram photo ever:

This post of an egg (seriously)

Updated 1/14/19

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Most followed woman on Instagram:

Ariana Grande

Last updated 2/27/19

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Most followed man on Instagram:

Cristiano Ronaldo

Last updated 2/27/19

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Estimated amount of revenue that Instagram’s checkout feature should bring by 2021:

$10 billion

Last updated 4/3/19

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Instagram record for the account that reached 1 million followers the fastest:

Prince Harry and Meghan, the Duchess of Sussex (under 6 hours)

Last updated 4/4/19

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Number of people that used IGTV:

18 million app installs

Last updated 10/5/21

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Average number of new IGTV installs per day:

7,700

Last updated 5/20/19

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Percentage of US teens that use Instagram monthly:

82%

Last updated 4/10/18

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Percentage of US teens that consider Instagram their favorite social network:

24%

Last update 10/11/17

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Percentage of Instagram users, aged 12-20, that have been bullied on it:

42%

Last updated 7/20/17

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Number of times the heart emoji was used in an Instagram comment in 2018:

14 billion times

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Percentage of US millennials that use Instagram:

59%

Last updated 4/27/17

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Percentage of US college-aged mobile phone users that use Instagram:

39%

Last updated 4/27/17

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Number of business profiles on Instagram:

25 million

Last updated 11/30/17

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Number of Instagram advertisers:

2 million

Last updated 11/30/17

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Percentage of Instagram users that follow a business on it:

80%

Last 3/22/18

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Percentage of Instagram members that use it because it enables them to interact with brands:

66%

Last updated 4/18/19

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Percentage of Instagram users that would follow a brand because the content resonates with them:

53%

Last updated 4/18/19

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Estimated amount Kylie Jenner earns per sponsored Instagram post:

$1.27 million

Last updated 7/23/19

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Percentage of brand content on Instagram that is regrammed:

8%

Last updated 1/4/18

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Increase in interactions for content that is regrammed by brands:

6.5% more interactions

Last updated 1/4/18

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Top 10 Instagram users (by how much they earn per sponsored post):

1. Kylie Jenner
2. Ariana Grande
3. Cristiano Ronaldo
4. Kim Kardashian
5. Selena Gomez
6. Dwayne Johnson
7. Beyonce Knowles
8. Taylor Swift
9. Neymar da Silva Santos Jr
10. Justin Bieber

(source) Last updated 7/23/19

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Number of Instagram users in Japan:

17.1 million

Last updated 10/5/17

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Percentage of smartphone users in Japan that use Instagram:

19.3%

Last updated 1/6/17

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Number of Instagram users in the Middle East/North Africa (MENA) region:

over 60 million

Last updated 10/31/17

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Number of Instagram users in Saudi Arabia:

2.1 million

Last updated 2/7/17

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Number of Instagram users in the UAE:

1.2 million

Last updated 2/7/17

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Number of Instagram users in Egypt:

800,000

Last updated 2/7/17

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Number of Instagram users in France:

10.4 million

Last updated 5/23/17

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Percentage of internet users in France that use Instagram regularly:

19.8%

Last updated 5/23/17

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Number of Instagram users in Germany:

15 million users

Last updated 8/4/17

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Number of Instagram users in Indonesia:

45 million mau

Last updated 7/27/17

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Average time spent per day on Instagram by users 25 and older:

24 minutes per day

Last updated 8/3/17

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Average time spent per day on Instagram by users younger than 25:

32 minutes per day

Last updated 8/3/17

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Number of Instagram users that actively use its direct picture messaging feature:

375 million people

Last updated 4/11/17

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Percentage of total Instagram users that actively use its direct picture messaging feature:

63%

Last updated 4/11/17

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Most Instagrammed winter city:

Bern Switzerland

Last updated 11/17/17

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Percentage of Instagrammers that have saved at least 1 post:

46%

Last updated 4/17/17

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Increase in Instagram brand post engagement for posts with hashtags:

13% more engagement

Last updated 11/1/17

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Percentage of Instagram users, aged 18-24, that turn to it as a source of news:

67%

Last updated 6/17/20

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Percentage of all Instagram users that turn to it as a source of news:

11%

Last updated 6/17/20

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Number of Instagram advertisers that use Story Ads:

4 million

Last updated 7/1/20

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Amount Instagram annually allocates to marketing:

• 2021: $390 million
• 2020: $186.3 million
• 2019: $127.3 million
• 2018: $67.2 million

Recent Instagram News

• Instagram testing new Stories layout that hides excessive posts, 05/19/2022
• Instagram rolls out product tagging feature to US users, 04/22/2022
• Meta plans ‘Zuck bucks’ virtual coins for Facebook and Instagram users, 04/08/2022
• Introducing New Messaging Features on Instagram, 04/03/2022
• Instagram rolls out bulk delete features and new account controls, 02/09/2022
• Instagram rolls out ‘Your activity’ and ‘Security checkup’ features worldwide, 02/09/2022
• Instagram update lets users like Stories without sending a DM, 02/15/2022

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Please note that some of these numbers are easier to find than others. A few of these Instagram stats come from their own reports, but some are based on news reports and not official company tallies. No information contained on DMR should be relied upon to make investment decisions. Basically, this is the best I can find and I don’t guarantee anything to be 100%.

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