Instagram Revenue and Growth Statistics (2023)

Key Instagram user stats. Includes data on revenue, valuation, number of employees, number of users, and more.
Instagram Revenue and Growth Statistics (2023)
Last updated on:
November 7, 2022

Instagram Key Statistics and Facts

  • Instagram was developed by Kevin Systrom and Mike Krieger in 2010.
  • Instagram was originally named Burbn.
  • Instagram was originally a mobile check-in app. Realizing that it was similar to Foursquare, Systrom and Krieger redeveloped Instagram’s focus to photo-sharing which quickly became popular among its users.
  • Burbn was renamed Instagram, a combination of “instant camera” and “telegram”.
  • On March 5, 2010, Instagram received its first funding of $500,000 on a seed funding round with Andreesen Horowitz and Baseline Ventures.
  • On October 6, 2010, Instagram was launched on iOS.
  • Three months after Instagram launched, it reached 1 million monthly active users.
  • In January 2011, Instagram introduced hashtags to help users discover photos of one another.
  • There are 2 billion monthly active users on Instagram.
  • In 2018, the heart emoji was used over 14 billion times on Instagram.
  • The most used face filter on Instagram Stories is the Heart Eyes filter.
  • 200 million+ businesses use Instagram to advertise, promote, or sell their products & services.

Sources: Yahoo Finance, New York Times, Instagram, Influencer Marketing Hub, Tech Crunch

Instagram Overview (About)

Key StatKey Info
Launched DateOctober 6, 2010
Original AuthorsKevin Systrom, Mike Krieger
Key PeopleAdam Mosseri (Head of Instagram)
DevelopersMeta Platforms
Release DateOctober 6, 2010
Operating SystemsiOS
 Android
 Fire OS
 Microsoft Windows
Available in32 Languages
Revenue$20 billion (2018)
Valuation$100 billion (2018)
Number of Employees19,800
Websitehttps://www.instagram.com/

Source: Linkedin

How does Instagram make money?

Instagram makes money through advertisements. They also gain revenue through their IG live where users can purchase badges. The price of the badges ranges from $0.99 to $4.99.

Aside from that, Instagram launched shopping checkout in 2019 where merchants on their platform can integrate Shopify, BigCommerce, ChannelAdvisor, CommerceHub, and other tools. Instagram charges fix selling fee of 5% per shipment. Shipments of less than $8 have a flat rate of $0.40 cents.

Sources: Hootsuite, Feedonomics

What is Instagram’s revenue?

Instagram has an annual revenue of $20 billion in 2019. Meta platforms never really include Instagram’s annual revenue in their report.

Graph about Instagram’s revenue

However, based on the estimates of other sources we can say that:

YearRevenue 
2019$20 billion 
2020$28.08 billion40.04% increase
2021$42.68 billion52% increase

Source: Business Insider, Bloomberg

Instagram Annual Ad Revenue (U.S.)

In 2022, Instagram earned an annual ad revenue of 33.25 billion in the U.S. alone.

Graph about Instagram Annual Ad Revenue
YearAd Revenue
2018$6.18 billion
2019$12.40 billion
2020$17.40 billion
2021$26.46 billion
2022$33.25 billion

Also, it is projected that Instagram will earn $39.7 billion by the end of 2023.

Source: Statista

How much money does Instagram make from IG stories?

In 2022, Instagram made $15.95 billion from adverts between IG stories.

Graph about Instagram's revenue for IG stories
YearStories Ad Revenue
2019$4.32 billion
2020$6.90 billion
2021$11.43 billion
2022$15.95 billion

Source: Insider Intelligence

How much is Instagram worth?

Instagram was valued at $100 billion in 2018, a hundred times more than when Facebook bought them for.

Graph about Instagram valuation
YearValuation
2012$1 billion
2018$100 billion

Source: Facebook, Bloomberg, Tech Crunch

When did Facebook (Meta) acquire Instagram?

Facebook bought Instagram on April 09 2012, with $1 billion in cash and stocks. A lot of Wall Street people at the time were puzzled about why Facebook used that much money on a less than 2 years old platform with zero revenue and only 13 employees.

Mark Zuckerberg and other executives believed that Instagram became a threat to Facebook, large enough to siphon away any future profits from them. To solve this, they decided to buy the company instead of competing with it.

Infographic about when did Facebook bought Instagram

Source: Forbes, Reuters, Investopedia, Business Standard

Who owns Instagram?

Meta Platforms, Inc., formerly known as Facebook, fully owns Instagram.

Source: Know Techie

Instagram Funding History

There have been 3 funding rounds at Instagram, raising over $57 million.

Graph about Instagram Funding History

The highest amount of money raised for Instagram was in 2010, when Sequoia Capital and 4 other investors raised $50 million.

Announced DateTransaction NameNumber of InvestorsMoney RaisedLead Investors
Oct 6, 2010Series B - Instagram5$50 millionSequoia Capital
Feb 2, 2011Series A - Instagram5$7 millionBenchmark
Apr 5, 2012Seed Round - Instagram3$500,000

Source: Crunchbase

Who invested on Instagram?

Before Facebook (Meta) acquired Instagram in 2012, their last investors were Greylock, Benchmark, Thrive Capital, and Sequoia Capital.

The funding round was named Series B - Instagram which raised $50 million at a $500 million valuation for Instagram.

Investor NameLead InvestorFunding RoundPartners
GreylockNoSeries B - InstagramJohn Lilly
Thrive CapitalNoSeries B - Instagram
Baseline VenturesNoSeries B - InstagramSteve Anderson
BenchmarkNoSeries B - InstagramMatt Cohler
Sequoia CapitalYesSeries B - InstagramMichael Abramson, Roelof Botha
Adam D'AngeloNoSeries A - Instagram
Baseline VenturesNoSeries A - InstagramSteve Anderson
Lowercase CapitalNoSeries A - InstagramChris Sacca
BenchmarkYesSeries A - InstagramMatt Cohler
Jack DorseyNoSeries A - Instagram

Source: Crunchbase, Tech Crunch

How many people work at Instagram?

Instagram has 19,800 employees according to their Linkedin Profile.

Graph about Instagram's number of employees

In 2012, there were only 13 people working for Instagram. Fast-forward 10 years, there are almost 20,000 employees at Instagram.

Compared to 2017, Instagram had 19,300 new employees.

YearNumber of Employees
201213
2016450
2017500
202219,800

Sources: Business Insider, Vox, Linkedin, Tech Crunch

How many people are using Instagram?

There are 2 billion monthly active Instagram users in 2021, twice the amount of IG users in 2019.

Graph about number of people using Instagram

With each new year, Instagram saw constant growth in terms of users.

The highest amount of new Instagram users was recorded between 2018 and 2021, with 1 billion new users on the app.

YearMAU
20101 million
201110 million
2012100 million
2013150 million
2014300 million
2015400 million
2016500 million
2017800 million
20181 billion
20212 billion

Sources: Statista, Ignite Social Media, CNBC 1, CNBC 2, Forbes, Vox, Instagram

Instagram Daily Active Users

There are more than 500 million people who use Instagram daily. This number has not been updated by Instagram since 2018.

Graph about Instagram Daily Active Users

It is speculated that there are more than 500 million people who open the Instagram app on a daily basis, though the number is still undisclosed.

YearDaily Active Users
2016300 million
2017400 million
2018500 million
2020500 million+

Sources: Vox, Instagram 1, Instagram 2

Instagram Users Gender Distribution

The gender distribution at Instagram is of 47.8% female users, and 52.2% male users.

Graph about Instagram Users Gender Distribution

It's safe to say that Instagram has a very balanced male-female ratio for their users, with an almost perfect 50/50 split.

GenderPercentage
Male52.20%
Female47.80%

Source: Statista

Instagram Users’ Age Distribution

There are 634 million Instagram users that are aged 25 to 34. Young Instagram users compose 8.9% of the total Instagram user population.

Graph about Instagram Users’ Age Distribution

Not too far away from the 25-34 age group is the 18-24 age bracket of Instagram users, as they cover 30.1% of the total IG covers.

The third most popular Instagram user age group is the 35-44 group, with almost 16% of the total users. That is just half of the most popular user group (25-34).

Age RangePercentage
13-178.90%
18-2430.20%
25-3431.70%
35-4415.80%
45-547.80%
55-643.70%
65+2.10%

Source: Statista

Instagram Users Gender Distribution per Age Range

The most popular and fairly-split Instagram age group by gender is the 25-34 group, with 17.10% male users and 14.60% female users.

Graph about Instagram Users Gender Distribution per Age Range

In the 18-24 Instagram user age group, there are 16.80% male users and 13.40% female users.

Age RangeMaleFemale
13-174.90%4%
18-2416.80%13.40%
25-3417.10%14.60%
35-447.70%8.10%
45-543.50%4.30%
55-641.50%2.20%
65+0.90%1.20%

Source: Statista

How many photos are there on Instagram?

There are more than 5 billion photos on Instagram since it launched in 2010.

In addition to that:

  • 1.3 billion photos are shared on Instagram Daily.
  • 100 million posts a day on Instagram.
  • 1 billion stories and chats per day on Instagram.
Infographic about number of photos on Instagram

Source: Photutorial

How many people post Instagram Stories each day?

There were 500 million users who posted their Instagram stories each day according to Instagram last 2019. There are no recent numbers for this but it is probably a lot more now compared to 3 years ago.

It should also be noted that there are about 1.6 billion Instagram stories posted each day in 2022.

Source: Instagram 1, Instagram 2

What is the average engagement rate on Instagram?

The average engagement rate on Instagram is 5.86%.

Average Engagement Rate5.86%
Average Engagement460.05

Source: Mention

How many Instagram influencers are there?

In 2022, there are 50 million influencers on Instagram. This was up by about 10 times from 500,000 in 2019.

Graph about number of Instagram influencers
YearNumber of Influencers
2019500,000
202250 million

Source: Insider Intelligence, Forbes

Instagram Influencer Categories

Hootsuite categorized influencers based on the number of followers. Instagram influencers with more than 1 million followers are considered mega-influencers.

Graph about Instagram Influencer Categories

Below you can see the criteria list for the categories of Instagram influencers:

CategoryNumber of Followers
Nano-influencer1,000-10,000
Micro-influencer10,001-50,000
Mid-tier influencer50,001-500,000
Macro-influencer500,001-1 million
Mega-influencer1 million+

Source: Hootsuite

How much money do Instagram influencers make?

There are a lot of factors that brands consider when paying Instagram influencers. These include engagement rate, followers, and the trends Influencers associate themselves with.

Number of FollowersEarnings per Sponsored Post
Nano-influencer$10-$100
Micro-influencer$100-$500
Mid-tier influencer$500-$5,000
Macro-influencer$5,000-$10,000
Mega-influencer$10,000+

Source: Entrepreneur, Shopify

How do Instagram influencers make money?

Instagram influencers earn money by advertising brands, products, and businesses. There are a lot of small parts and big parts moving behind this but let’s just have an overview of the most common ways influencers earn money on Instagram.

It is estimated that mega-influencers on Instagram make over $10,000 per sponsored posts.

Collaborating with Brandspromoting products of specific brands, being a brand ambassador, promoting the brand itself on specific sponsored posts.
Visual Creation for Brandscreating visuals for brands. e.g. Influencers wearing branded clothing, or watches.
Offering Influencer ServicesOffering Influencer's special skills. e.g. photographers showcasing their skills
Selling Their Own ProductsInfluencers with their own businesses promote their own products on their accounts

Source: Promoty

Instagram Influencer Engagement Rate

Instagram influencers with more than 100,000 have an engagement rate of 1.4%.

The engagement rate refers to how much Instagram influencers interact with their followers through likes and comments.

Graph about Instagram Influencer Engagement Rate
Number of FollowersEngagement Rate
1,0007.20%
5,0005.40%
10,0003.80%
100,0001.90%
100,000+1.40%

Source: Influencer Marketing Hub, Sprout Social

Who are the top-earning influencers on Instagram?

Cristiano Ronaldo is the top-earning influencer on Instagram with a price of around $2.40 million per sponsored post. Coming in second is Kylie Jenner with a $1.84 million price for a sponsored post.

Infographic about the top earning influencer on Instagram
RankUserAccountNumber of FollowersAverage Price per Sponsored Post
#1Cristiano Ronaldo@cristiano529 million$2.40 million
#2Kylie Jenner@kyliejenner377 million$1.84 million
#3Lionel Messi@leomessi415 million$1.78 million
#4Selena Gomez@selenagomez367 million$1.74 million
#5Dwayne Johnson@therock356 million$1.71 million
#6Kim Kardashian@kimkardashian339 million$1.69 million
#7Ariana Grande@arianagrande348 million$1.68 million
#8Beyoncé@beyonce289 million$1.40 million
#9Khloe Kardashian@khloekardashian287 million$1.32 million
#10Kendall Jenner@kendalljenner269 million$1.30 million

Source: Instagram

What was the first Instagram post?

The first Instagram post was a photo of South Beach Harbor at Pier 38 by Mike Krieger. It was posted at 5:26 p.m. on July 16, 2010.  On the same night, Kevin Systrom posted the second post with his dog and girlfriend’s foot together which was taken at 9:24 p.m.

Sources: Instagram 1, Instagram 2

What is the most liked post on Instagram?

The most liked post on Instagram is the photos of Lionel Messi and his teammates after winning FIFA World Cup 2022 with 74.4 million likes overtaking the egg photo with 58.8 million likes.

An interesting note to take, before FIFA World Cup 2022, the most liked Instagram post was the bird egg. The egg Instagram post held the number 1 rank for 47 months or almost 4 years.

Infographic about the most liked post on Instagram
RankUsernameOwnerDescriptionNumber of Likes
#1@leomessiLionel MessiPhotos of Lionel Messi with his teammates after winning FIFA World Cup 202274.4 million
#2@world_record_eggChris GodfreySimple Photo of an Egg58.8 million
#3@leomessiLionel MessiMessi sleeping with the trophy in bed54.3 million
#4@cristianoCristiano RonaldoRonaldo and Messi playing chess for Louis Vuitton42.6 million
#5@leomessiLionel MessiMessi on a plane with the trophy41.8 million
#6@leomessiLionel MessiMessi celebrating FIFA World Cup 2022 in Argentina34.1 million
#7@cristianoCristiano RonaldoPhoto of Ronaldo after being eliminated from FIFA World Cup 202233.9 million
#8@cristianoCristiano RonaldoPhoto of Ronaldo and Pelé as a remembrance33.6 million
 @alnassr_fcAl Nassr FC  
#9@leomessiLionel MessiRonaldo and Messi playing chess for Louis Vuitton32.9 million
#10@cristianoCristiano RonaldoAnnouncement of twins pregnancy32.7 million
 @georginagioGeorgina Rodriguez  
#11@cristianoCristiano RonaldoPhoto of Ronaldo and Pelé as a remembrance31.6 million
#12@xxxtentacionXXXTentacionLast uploaded photo before his death30.6 million
#13@leomessiLionel MessiTeam photos after FIFA World Cup 2022 match against Croatia29.7 million
#14@cristianoCristiano RonaldoAl Nassr FC presented Ronaldo to the fans26.5 million
#15@arianagrandeAriana GrandeWedding Photos with Dalton Gomez26.4 million
#16@zendayaZendayaBirthday greeting post for Tom Holland25.8 million
#17@leomessiLionel MessiPhoto post in remembrance of Pelé25.7 million
#18@tomholland2013Tom HollandRecreating Spiderman pointing meme24.9 million
#20@leomessiLionel MessiMessi and team after winning against Mexico at FIFA World Cup 202224.5 million

Sources: Later Blog, Instagram

What is the most commented Instagram Post?

The most commented Instagram post is by Alexandros Kopsialis with 43.2 million comments. It’s a photo of a paid partnership with La Vie En Rose where the winner can be chosen among the comments.

The giveaways included a car, Sony Playstations, and iPhone 12s.

Infographic about the most commented Instagram post
RankUsernameAccount OwnerDescriptionNumber of Comments
#1alexandros_kopsialisAlexandros KopsialisPaid partnership with La Vie En Rose. Giveaways include car, Sony Playstation 5, and iPhone 12.43.2 million
#2bizarappBizarrapFeaturing Paulo Londra, a post reveal when comments reach a certain number.23.1 million
#3alexandros_kopsialisAlexandros KopsialisPaid partnership with https://www.instagram.com/ammaroses_com/, another set of giveaways which also include car, phones, motorcycle and more.15.0 million
#3xxxtentacionXXXtentacionLove is war photo.10.8 million
#4stramaccioniAndrea StramaccioniAl Gharafa manager's one and only post.9.6 million
#5sidhu_moosewalaSidhu Moose WalaTeaser reveal when comments reach 5 million.4.8 million

Source: Instagram

Who has the most followers on Instagram?

Instagram’s own account holds the most number of followers on the platform with 587 million followers. Excluding the Instagram account, Cristiano Ronaldo has the largest following with 529 million followers.

Graph about top Instagram accounts
RankUsernameOwnerNumber of Followers
#1@instagramInstagram587 million
#2@cristianoCristiano Ronaldo529 million
#3@leomessiLionel Messi415 million
#4@kyliejennerKylie Jenner377 million
#5@selenagomezSelena Gomez367 million
#6@therockDwayne Johnson356 million
#7@arianagrandeAriana Grande348 million
#8@kimkardashianKim Kardishian339 million
#9@beyonceBeyoncé289 million
#10@khloekardashianKhloé Kardashian287 million
#11@justinbieberJustin Bieber272 million
#12@kendalljennerKendall Jenner269 million
#13@nikeNike261 million
#14@natgeoNational Geographic254 million
#15@taylorswiftTaylor Swift239 million

Source: Instagram

How many people have over 1 million followers on Instagram?

There are 11.8 million Instagram users with over 1 million followers. There are 2 billion users on Instagram and 0.59% of those have over a million followers.

Meanwhile, 65.26% of Instagram users have 1,000 followers or less.

Infographic about number of people having over 1 million followers on Instagrams
FollowersPercentage of people that have that number of followers
1,00065.26%
10,00019.63%
50,0007.12%
100,0004.44%
500,0001.12%
1,000,0000.59%

Source: Mention

When is the best time to post on Instagram?

The best time to post on Instagram is from 6 p.m. to 8 p.m. on Sunday. Typically, when the average engagement rate is more than 6% during Sunday.

DayTime (EST)
Monday6 a.m., 11 a.m., 1 p.m.
Tuesday8-10 a.m., 2 p.m.
Wednesday9-11 a.m.
Thursday11 a.m.-2 p.m., 7 p.m.
Friday10 a.m.-12 p.m., 2-4 p.m.
Saturday8-11 a.m.
Sunday6-8 p.m.

Source: Search Engine Journal, Mention

What is the best type of post to get likes on Instagram?

Video-type Instagram posts receive the most likes with an average of 1,097.95 likes. This also means that people will more likely to engage with video-type posts.

Carousel-type posts have 933.72 likes and Image type posts get an average of 476.15 likes.

Type of PostAverage Likes
Image476.15 likes
Carousel933.72 likes
Video1,097.95 likes

Source: Mention

What is the best type of post to get comments on Instagram?

Video-type posts on Instagram receive an average of 24.25 comments while Carousel-type posts on Instagram receive 23.2 comments.

Type of PostAverage Comments
Image14.65 comments
Carousel23.2 comments
Video24.25 comments

Source: Mention

What are the most viewed reels on Instagram in 2023?

Khaby Lame’s reels have the most views on Instagram in 2023. Not only are his reels funny, but it also gives his viewers good vibes.

The most viewed reel on Instagram was khaby00’s hot flat iron problems.

Infographic about the most viewed reels on Instagram
RankUsernameOwnerNumber of ViewsDescription
1khaby00Khaby Lame298 millionhot flat iron problems
2shivanjaliporje.03Shivanjali Porje269 millionShivanjali blinking
3chochinaquaticsChochinaquatic144 millioncountless fishes rushing on a woman's hand
4khaby00Khaby Lame136 milliondoing things the right way
5khaby00Khaby Lame132 millionMissing half of Twix chocolate

Source: Instagram

What is the average Instagram reach by the number of followers?

The average reach for Instagram accounts with large followings is 12% for Instagram posts and 2% for Instagram stories.

The average reach for Instagram accounts with small followings is 32% for Instagram posts and 8% for Instagram stories.

Source: Bazaar Voice

Average Instagram Reel Reach by Number of Followers

Reels of Instagram accounts with around 500 followers and fewer are viewed by almost 9 times the number of their followers.

As we can see in the data below, the more the number of followers, the lesser the reach of their Instagram reels. This holds true for Instagram accounts with tens of millions of followers where only 64% of their followers viewed their reels.

Graph about aAverage Instagram Reel Reach by Number of Followers
Number of FollowersPercentage (Reels)
Up to 500892%
501 to 2,000152%
2,001 to 10,00076%
10,001 to 50,00085%
50,001 to 45 million64%

Source: Statista

Average Instagram Post Reach by Number of Followers

Instagram posts of users with up to 500 followers reach 77% of their followers. Meanwhile, Instagram profiles with a larger number of followers have a 19% of reach.

Graph about Average Instagram Post Reach by Number of Followers
Number of FollowersPercentage (Posts)
Up to 50077%
501 to 2,00027%
2,001 to 10,00022%
10,001 to 50,00021%
50,001 to 45 million19%

Source: Statista

How many businesses are using Instagram?

There are 200 million business profiles on Instagram in 2022

Graph about number of businesses using Instagram
YearNumber of Business
201715 million+
201825 million+
2022200 million+

Source: Instagram

How many advertisers use Instagram?

In 2018, There are more than 2 million advertisers who are using Instagram an increase of +100% in year-over-year growth from 2017.

In years, Instagram has not released any official statement.

Graph about number of advertisers using Instagram
YearNumber of Advertisers
2016500,000
20171 million+
2,0182 million+

Source: Instagram 1, Instagram 2, Tech Crunch

Instagram Business Profiles Reach: Reels, Posts, & Conversion Rates

This section presents us with information on business profiles’ reach on their reels and posts. This section also presents us with conversion rates per specific range of followers.

Average Instagram Reels Reach of Business Profiles

Instagram business profiles with less than 10,000 followers have the highest average percentage reach of 32.2% while Instagram business profiles with over 1 million followers have an 8.1% average percentage reach.

Number of FollowersAverage Percentage Reach
10,00032.20%
10,000 - 50,00015.60%
50,001 - 100,00012%
100,001 - 500,00014%
500,001 - 1 million12%
1 million+8%

Source: Bazaar Voice

Average Instagram Post Reach of Business Profiles

Instagram posts of business profiles with more than 1 million followers are viewed by only 1.2% of their followers. It means that at least 12,000 people saw their posts whether it’s for a new product or an update of information for a new product.

It should also be noted that business profiles with fewer followers have a higher percentage reach than those with a larger number of followers.

Number of FollowersAverage Percentage Reach
10,0008%
10,000 - 50,0003%
50,001 - 100,0002%
100,001 - 500,0002%
500,001 - 1 million2.20%
1 million+1.20%

Source: Bazaar Voice

Instagram Reach Average Conversion Rate of Business Profiles

Aside from the engagement rate, it is also important to know the conversion rate of your Instagram posts. Conversion rate refers to how many people actually follow up on their interest in your post, whether they purchase a product or went on to visit your website.

Instagram business profiles with over 1 million followers have a conversation rate of 0.70%. This means that at least 7,000 people follow up on their interest in their posts.

Meanwhile, Instagram business profiles with less than 10,000 followers have the highest conversation rate of 2.6%.

Number of FollowersConversion Rate
10,0002.6%
10,000 - 50,0001.2%
50,001 - 100,0000.3%
100,001 - 500,0001%
500,001 - 1 million0.40%
1 million+0.70%

Source: Bazaar Voice

Instagram Business Profiles Engagement Rate

Analyzing the engagement rate of business profiles on Instagram is important. It determines how a business will take action based on the engagement rate of its posts. This help determines which product posts interest the consumers more. It also helps business owners to understand which posts will grow more audience engagement. After all, more eyes on the products equate to more potential buyers.

Source: Georgetown University Article

Average Engagement Rate for Feed Posts

Instagram users with over 1 million followers have an average of 9.2% engagement rate for feed posts. Meanwhile, Instagram users with less than 10,000 followers have the highest engagement rate of 12.0%.

Number of FollowersEngagement
10,00012%
10,001 - 50,00011%
51,001 - 100,00010%
100,001 - 500,0008%
500,001 - 1 million8.00%
1 million+9.20%

Source: Bazaar Voice

Average Engagement Rate for Photos vs Video

Instagram users with 51,000 to 100,000 followers have the highest video engagement rate of 8.9% while Instagram users with less than 10,000 have the highest photo engagement rate of 12.0%. Meanwhile, Instagram users wi

Number of FollowersPhoto EngagementVideo Engagement
10,00012.00%7.10%
10,001 - 50,00010.70%8.90%
51,001 - 100,00010%8.00%
100,001 - 500,0008%7.10%
500,001 - 1 million8%6.50%
1 million+9%7.00%

Source: Bazaar Voice

Industries with the Highest Visual Content Engagement Rate on Instagram

CPG industry, or consumer packaged goods, has the highest visual content engagement rate in Instagram with a 10.2% photo engagement rate and 9.0% video engagement rate.

Graph about Industries with the Highest Visual Content Engagement Rate on Instagram
IndustryPhoto Engagement RateVideo Engagement Rate
CPG10.20%9.00%
Hospitality7%5.70%
Household8%5.40%
Office Supplies8%5.50%
Electronics8%5.90%
Sporting Goods8.30%8.70%
Healthcare8.50%8.20%
Food/Beverage8.70%6.20%
Cosmetics/Beauty8.70%7.00%
Publishing8.90%4.10%
Apparel and Accessories9.30%6.10%
Entertainment/ Media9.50%7.70%

Source: Bazaar Voice

How much time do people spend on Instagram?

An Instagram user spends an average of 11.2 hours per month and 24 to 32 minutes per day on Instagram. The time spent on the app and platform differs by age range according to Instagram’s report. Here is a clearer overview:

Graph about average time Instagram users spend
Graph about average time Instagram users spend
Age RangeDaily Average Time Spent
less than 2532 minutes
25 and plus24 minutes

Source: Instagram

Average Time Spent on Instagram per Country

There are 52.15 million Instagram users in Turkey. Users in Turkey have an average time spent of 20.2 per month on Instagram. Meanwhile, Instagram users from Argentina and Indonesia spend 16.6 hours and 15.6 hours on Instagram respectively.

Graph about Average Time Spent on Instagram per Country
CountryMonthly Average Time Spent
Turkey20.2 hours
Argentina16.6 hours
Indonesia15.6 hours
Brazil13.0 hours
India11.2 hours
Singapore9.9 hours
Russia9.8 hours
Canada9.4 hours
France8.5 hours
Germany8.5 hours
Australia8.3 hours
U.K.7.9 hours
U.S.A.7.7 hours
Mexico6.7 hours
South Korea5.8 hours

Source: App Annie

Instagram Mobile Apps: iOS vs Android

Here is the key stat and info for Instagram App on Android.

Key StatKey Info
Launched DateApril 09, 2012
Total Downloads1 billion+
Rating4.0 out of 5
Total Votes142.41 million

Here is the key stat and info for Instagram App on iOS.

Key StatKey Info
Launched DateOctober 06, 2010
Total Downloads500 million+
Rating4.7 out of 5
Total Votes24.17 million

Sources: Google Play, Apple Store

Which countries have the most Instagram users?

In 2023, India has the most number of Instagram accounts at 1.428 billion. Following in second place is China with 1.425 billion Instagram accounts

Graph about countries that have the most Instagram users
RankCountryNumber of Users
#1India230.25 million
#2China159.75 million
#3Brazil119.45 million
#4Indonesia99.15 million
#5Russia63.00 million
#6Turkey52.15 million
#7Japan46.1 million
#8Mexico37.85 million
#9United Kingdom31.75 million
#10Germany29.9 million
#11Italy27.5 million
#12France26.6 million
#13Argentina24.7 million
#14Spain22.9 million
#15South Korea20.1 million
#16Philippines18.7 million
#17Thailand18.5 million
#18Colombia18.3 million
#19Canada17.4 million
#20Ukraine16.1 million

Source: Statista

Which countries visit Instagram the most?

The US is the #1 country visiting Instagram, with 19.01% of the total traffic coming from American users.

Followed by the US, Brazil is the second country which delivers most traffic to Instagram (8.69%).

Graph about top countries that visit Instagram
CountryTraffic Percentage
United States19.01%
Brazil8.69%
India4.02%
Argentina3.58%
United Kingdom3.11%
Others61.59%

Source: Similarweb

Where is Instagram available (in which countries)?

Instagram is available in almost every country except for these 3 countries.

  • North Korea
  • Iran
  • China

Source: Instafamous

Instagram Traffic Overview

Instagram has daily unique visitors of over 200 million people on both their website and mobile app. Instagram also receives 6.2 million visits each month with 10.70 pages per visitor.

Instagram is currently ranked 11 by Alexa with a reach of 4.2% of global internet users.

Key StatKey Info
Daily Unique Visitors204,332,709
Monthly Visits6,191,281,083
Pages Per Visitors10.7
Daily Pageviews2,186,359,990
Monthly Visits4,581,804,796
Monthly Unique Visitors1,651,204,258
Monthly Visits6,069,288,396
Alexa Rank11
Alexa Reach4.211% (of global internet users)
Bounce Rate34.61%

Source: HypeStat

Instagram Web Traffic Sources

SourcesPercentage
Direct68.14%
Referral4.64%
Search20.78%
Social6.42%
Paid0.02%

Source: HypeStat

How much web traffic comes from Instagram mobile?

Most web traffic on Instagram comes from their mobile app, at 67.55%.

Graph about most web traffic on Instagram
DevicePercentage
Desktop32.45%
Mobile67.55%

Source: HypeStat

How much money does Instagram lose due to AdBlock?

HypeStat estimates that Instagram loses $169.5 million in ad revenue due to AdBlock each year.

Source: HypeStat

How many page views are blocked on Instagram due to AdBlock?

There are 119.9 billion pageviews blocked each year on Instagram due to AdBlock.

Daily Pageviews Blocked328,609,906
Monthly Pageviews Blocked9,858,297,195
Yearly Pageviews Blocked119,942,615,871

Source: HypeStat

What is Kevin Systrom’s net worth?

Kevin Systrom has a net worth of $1.2 billion in January 2023.

YearNet Worth
2017$1.2 billion
2018$1.5 billion
2019$1.4 billion
2020$1.3 billion
2021$1.9 billion
2022$1.5 billion

Source: Forbes

What is Adam Mosseri’s net worth?

Adam Mosseri has an estimated net worth of $120 million by 2022. He was appointed as the head of Instagram in October 2018.

Source: Exact Net Worth

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About the author

Ch Daniel is the co-founder of SignHouse and chairman of the CH Group. Daniel is leading the development of SignHouse's product, as well as strategising how else the company can reach its main mission: empowering 100M+ to use the world's most efficient document organisational tools.

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