Are you struggling with your Instagram marketing strategy and you don’t know why? Or are you a newbie that wants to get off to a good start? Wherever you are in your path, Instagram statistics can help you get the results you deserve.

Especially with so many other platforms that are already taking up your time, it’s important to understand the potential of each one and what they’re best used for.

We can help with that.

In this post, we’re going to take a look at the most important Instagram statistics that you need to know in 2020 in order to build your strategies and create your campaigns.

We talk a lot about how Instagram is one of those end-all-be-all platforms that you need to be on, regardless of what industry you’re in or the size of your business.

There are Instagram ads, newsfeed posts, and Stories, and all of them can help you accomplish your various marketing goals. But have you ever caught yourself wondering how beneficial is Instagram really?

Here’s the list of Instagram statistics we selected grouped by subject. Click to go to what interests you the most, you can always come back here for more!

Instagram Statistics: Usage

1. As of January 2020, there are nearly 1 billion monthly active users on Instagram. 

1 Billion is a big number, and it positions Instagram behind Facebook (2.6 billion) but ahead of most other social network sites, including Twitter (who has 68 million) and Pinterest (332 million).

That audience is continually and steadily growing, so there are a lot of audience members you can connect with here.

2. There are nearly 500 million daily active users. 

Half of the monthly active users on Instagram are logging in daily and actively engaging on the platform. Half. That’s significant, especially since this number, too, keeps climbing. There are over 500 million daily active users on Stories alone, too.

3. The Like button is hit an average of 4.2 billion times per day.

That like button is getting hit 4.2 billion times a day, which means that the average user is going through their feed and pressing that button more than once on a daily basis. This shows a willingness to engage, which brands directly.

4. Some Instagrammers have high levels of disposable income.

As far as I’m concerned, this is the most important demographic information we have for Instagram: a good chunk of them are ready (and able) to open their wallets and bust out the credit cards and spend.

Here’s what they found:

  • 31% of people who make more than 75k per year are on Instagram
  • 32% of people who make between 50k-74k per year are on Instagram
  • 32% of people who bring in 30k to 49k per year are on Instagram.

While there are obviously users on the platform who may have tighter budgets, the ability to connect with 30% of demographics with potentially higher disposable incomes is a huge asset.

5. Nearly two out of every three users between the ages of 18-29 are using Instagram.

Right now, this demographic is a hot one that a large number of marketers and brands are clamoring to attract, and with the clear majority of the age group on the platform, the platform gains even more value.

6. 63% of Instagram users check the app at least once per day, and 42% open the app multiple times within the same day.

Most of Instagram’s users are highly engaged and checking in with the app regularly. If you’ve got strong content, you shouldn’t have a problem reaching them consistently. This study found that only 16% open the app once a week or less.

7. As of 2020, 52% of Instagram’s audience identified as female and 48% identified as male.

We know that Instagram has a wide-reaching audience, and numbers say that the app appeals to both men and women pretty evenly.

Source: Statista

Some platforms skew heavily towards one generation or another, or one gender predominantly. Reddit, for example, has significantly more male users while Pinterest overall still draws in more women (though this is changing slowly).

8. Approximately 72% of teenagers in the United States use Instagram

This makes the platform the most popular traditional social media site amongst teens.

Instagram is followed closely by Snapchat, which 69% of teenagers use, and Facebook, which is only used by 51% of teens. Since many brands are looking for more reliable ways to connect with younger generations, this is a powerful opportunity.

9. Over 130 million users engage with shopping posts on a monthly basis.

People are readily engaging with shopping posts (which now includes shopping stories), proving that this feature is useful in driving both product awareness and sales.

Since users can make purchases natively without ever leaving the app, this is something to test if you’re selling physical, tangible products.

10. Approximately 11% of social media users in the United States shop on Instagram.

This is largely thanks to perusing photos and videos that are tagged with product information.

This makes Instagram a powerful contender for driving sales and increasing exposure.

11. Over half of all Instagram accounts browse the Explore section at least once per month.

This is the discovery-oriented tab on Instagram where users can view content based on their interests (as determined by algorithm), finding new content created by those that they aren’t already following. Take advantage of this, using relevant hashtags to expand your reach and connect with users who aren’t following you yet… but who might want to.

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Instagram Statistics: Organic Marketing

Instagram is a big engagement powerhouse, and that’s partially because users on Instagram are more willing to engage with brands than they are on other platforms.

These statistics prove that.

12. Instagram images get an average of 23% more engagement than their Facebook counterparts.

Higher engagement rates is the name of the game, folks, at least when it comes to Instagram.

Instagram is known for its high engagement rates, partially thanks to better reach but mostly thanks to a really engaged, enthusiastic audience. This is a significant number, and it shows the value of the platform.

Even if the list ended right here and there were no more statistics, you already have a reason to use it.

13. Brands on Instagram regularly see engagement from around 4% of their total followers.

This doesn’t seem like a lot on its own. I get that. But compare it to the less than 0.1% that Facebook and Twitter see, and it’s looking a whole lot better by comparison. Instagram really is an engagement powerhouse. Remember that 23%?

 14. Brands see engagement rates 10x higher on Instagram than they do on Facebook.

It’s not just that brands are seeing engagement from more of their followers on Instagram, they’re also getting 10x higher engagement rates on Instagram than Facebook across the board.

This takes high performing text content and video content into consideration, and it’s a powerful reminder that while Facebook will always be important, Instagram is essential, too.

15. The best time to post on Instagram is between 2-3pm CDT

Well… sort of. This one is complicated, but it’s still important so we want to bring it up.

Best times to post organically do depend heavily on your individual business, your time zone, and the audience you want to reach.

That being said, there are some general best practices you can follow, and according to research, the absolute best time to post for organic reach is between 2-3pm CDT on weekdays.

Again, though, this varies.

Hootsuite demonstrated exactly by how much when listing specific best posting times based on industry, which includes the following data:

  • Travel and Tourism: Friday between 9 a.m. and 1 p.m.
  • Media and Entertainment: Tuesdays and Thursdays from 12 p.m. to 3 p.m.
  • Food and Beverage: Fridays at 12 p.m.
  • Retail: Tuesdays, Thursdays, and Fridays at 12 p.m.
  • Professional Services: Friday, Tuesday, and Wednesday at 9 a.m. or 10 a.m.
  • Non-Profit: Tuesday at 4 p.m. or 10 a.m.
  • Non-Retail E-commerce: Thursday at 9 p.m. or 4 p.m.
  • Pharma and Healthcare: Wednesday and Sunday at 9 a.m.
  • Personal Care: Friday and Thursday at 1, 2, or 3 p.m.
  • Technology: Monday and Tuesday at 2 p.m.
  • Education: Thursday at 4 p.m. or 5 p.m.

Source: Hootsuite

The lesson here: Test out peak posting times, and see what works best for you.

16. Posts containing videos receive about 38% more engagement than those containing images.

We’ve known for a while that video can be exceptionally engaging, so take advantage of this on Instagram. Incorporate more video into your organic posts, your Stories, and your ads for the best results.

17. Brands post an average of 1.5 times per day.

This study looked at 55 different top-performing brands to try to uncover some of the strategies that helped them be successful.

This posting frequency is higher than what many brands maintain, but between a mixture of Story content and organic content, this will help you stay relevant.

18. It can take up to 19 hours to receive 50% of a post’s total engagement.

If you’re testing new strategies or releasing new, big content, it can be difficult to wait to see the likes and comments come pouring in, but don’t worry if it doesn’t happen immediately.

It can take up to 19 hours to get just half of your total comments, and another 10% will even come trickling in after 19 days. Patience is a virtue.

19. Brands with an active presence on Instagram are viewed favorably by users.

This survey found that 78% of users perceived brands on Instagram as popular (partially thanks to FOMO and social proof, most likely).

76% of the users said they saw these brands as entertaining, 77% said they were creative, and 72% said they said that the brand seemed committed to building a community.

Just being on Instagram consistently can be enough to leave a favorable impression on followers.

20. 79% of users search Instagram for info on a product or service.

Shopping is a strong feature that will surely become even more developed in the future. After seeing a product or service in organic posts on Instagram, 79% searched for more information about said product or service.

This indicates that people trust brands on the platform, and are willing to make purchases (or at least heavily consider them) after first discovering them there.

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Instagram Statistics: Brand & Customer Relationships

21. 70% of users look up brands on Instagram. 

You need to be on Instagram because your followers (and potentially customers) are actively looking for you there.

People want to see what your brand is doing on Instagram, and if you don’t have a profile set up, you just might lose their business.

 22. 80% of users follow at least one brand on Instagram.

Most Instagram users follow at least one brand on Instagram; an enormous chunk of those users follow many more. I think I follow around 15 brands, making up around 5% of the total accounts I follow.

Users like to keep up with what you’re doing, and Instagram is seen as the best way to do that by some.

23. 60% of users learn about new products through Instagram.

More than half of Instagram’s users have discovered new products while on the platform, and they’ve been open to learning more and even purchasing.

This is exactly what you want to hear, because all brands want to know that a platform can actually result in direct sales over time. Here’s proof that it can.

 24. More than 200 million users visit a business profile at least once daily.

Again, this is showing a willingness to engage with business profiles on the platform, along with the fact that people are now using Instagram to potentially get vital information about a business, like location, store hours, or to communicate with them directly.

Don’t neglect this, and make sure that your profile’s bio is optimized to get results.

25. About 66% of visits to business profiles come from users who don’t follow them yet.

We’ve all had doubts about whether or not our profiles would help us gain traction with new audiences, and this statistic is clear proof that they absolutely can.

Brands are seeing an enormous amount of profile visits coming from users who aren’t yet following them and may not be familiar with them, demonstrating the value of a strong bio and profile.

26. One-third of Instagram users have purchased through the platform on mobile.

Right now, across the board, mobile usage has increased and surpassed desktop usage in all areas but one: the process of actually making purchases. While mobile purchases are becoming more common, desktop has historically been where they happen.

Now, Instagram is changing the game here; users are therefore 70% more likely to make a mobile purchase than non-users.

There’s little doubt that shoppable posts and Stories have helped with this, along with developments in the mobile purchasing process to speed things up.

27. The average engagement rate for branded posts on Instagram is 4.3%.

The median engagement rate is 3.5%. 

This is higher than other platforms, including Facebook, where engagement rates hover around 0.15% depending on the industry.

The engagement rate here is defined as a like or comment on your posts, and it can include responses to interactive Story stickers (but not just views).

28. 70% of consumers want to see brands they like taking a stand on social issues that are important to them.

And 65% say they want brands to take that stand on social media.

We’re in an unprecedented time, and while “talking politics” has historically been something considered best to keep out of business, things are changing.

Whether it’s supporting sustainability to reduce global warming or to promote the BLM movement, customers actively want to see brands taking a stand on what they consider to be important. Social media is a highly visible way to do so.

Post publicly what you believe, and any efforts you’re taking to donate to any causes or uphold them within your own business.

29. 36% of customers say they’ll purchase more from brands who take a stand they agree with on social media.

While you may be worried about isolating a portion of your target audience if you publicly support social causes, you may see a profit increase overall.

You might lose a few customers, but gain significant loyalty from those who do stick around.

30. US Marketers spend about 69% of their influencer budgets on Instagram.

This is significantly more than any other network, making Instagram the most beneficial platform for influencers to be on.

New sponsored partnership tags can improve this experience for brands and creators alike.

Keep in mind that the second most popular network is YouTube, where brands spend 11% of their influencer budgets.

31. 89% of marketers said that Instagram is the most important social media channel for influencer marketing.

Based on the statistic above, this checks out.

As long as influencer marketing is ethical and transparent, it can be incredibly beneficial.

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Instagram Statistics: Content

Wondering how often you should be posting content and what types of content users want to see? This will help clear things up.

32. Brands post an average of 27.9x per month. 

This means that you should be posting almost every day, potentially skipping out on the days that seem to yield the lowest amounts of reach and engagement.

You have to post consistently to stay relevant, after all.

33. Posts containing or featuring UGC has a 4.5% higher conversion rate than non-UGC posts.

User-generated content should be an essential part of your marketing plan. It’s well-trusted by other users, and now we can see what trust can lead to: a higher conversion rate.

Create campaigns designed to inspire UGC, and then ask if you can share it.

34-38. Images Matter.

Certain types of images will get more results than others. If you’re wondering where you should get started, there’s an exceptional case study from Curalate that found the general best practices to follow.

The case study is older now, dated at 2013, but the findings still apply and the infographic they created is worth a peek (look at the snippets below).

Note that these are best practices, and you don’t have to create every image in accordance with every rule.

Here are the individual stats:

34. Images with a single dominant hue had the best results.

instagram statistics images

Source: Curalate

35. Images with texture had higher engagement rates, with 79% more likes than low texture.

Instagram Statistics on Images

Source: Curalate

36. Images with more background space (or “negative” or “white” space) get 29% more likes than those without it.

Instagram Statistics on Images

Source: Curalate

37. Images that have blue as the dominant color, get 24% more likes than images with red as the dominant color.

Instagram Statistics on Images

Source: Curalate

38. Lower saturated images get 18% more likes.

Instagram Statistics on Images

Source: Curalate

39. Posts with locations get 79% more engagement. 

Location tagging doesn’t just help you put your business on the map (literally); it also can be a powerful engagement building tool.

It can help with geotagging, improving your reach, and it also will ensure that your post is in the feed when users browse to look at a certain location at any given time on Instagram.

40. 60% of the top brands use the same filter for every post.

Consistency, as it turns out, doesn’t just go for how often you post; it should also apparently include what types of content you post.

A study by Simply Measured found that the top brands on Instagram, such as MTV, Starbucks, and Burberry, are posting at least once a week. Sixty percent of the photos these brands post have filters applied, with Lo-Fi being the most popular, and Valencia garnering the most engagement.

With more than half of the top brands using the same filter for every post, consider doing the same. It will create a more distinct look that will improve brand recognition, which will help you in the long run.

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Instagram Statistics: Hashtags

41. 7 out of 10 Instagram hashtags are branded hashtags.

Branded hashtags are created by businesses to help raise brand awareness and encourage easily-trackable UGC.

Examples include #loveloft and #worldsstrongestcoffee. There are a lot of branded hashtags out there, so make sure yours is one of them.

42. 11 is the magic number for hashtag usage.

If you Google this one, there’s a lot of minority conflicting data, telling people that the ideal hashtag usage is somewhere from 8 to 14.

Several case studies, however, point to 11 as the magic number, showing engagement increasing with each hashtag as you go up to 11 in number, but then declining afterward.

43. Having at least 1 hashtag can increase engagement by up to 12.6%.

Some brands really don’t want to go for the twelve hashtags per post, but all public accounts that are actively looking to grow their followers and increase engagement should be putting a big emphasis on hashtags, since even a single well-planned hashtag can increase the engagement of a single post by 12.6%.

That’s a significant jump for just a single phrase.

44. Longer hashtags get more results. 

Hashtags that contain an average of 21-24 characters perform better than shorter hashtags. 

This is likely because they’re more specific, and therefore more engaging and even potentially successful at connecting you with a niche audience.

Hashtags like #ilovemydogsomuch, for example, still get a lot of hits, but you’ll be able to stand a chance in the feed instead of drowning in a feed like #puppylove.

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Instagram Statistics: Stories

There’s no way around it; you need to be using Stories. Here’s why.

45. One-third of the most viewed Stories on Instagram come from business profiles.

I’ve talked to a lot of brands about how important Stories are, and perhaps nothing sums it up as well as this.

Instagram’s users are readily engaging with Story content, and they’re enthusiastically doing so when it’s coming from brands.

The added reach and visibility they can get you are enormous. Which explains our next stat…

46. Brands are sharing almost as many Stories as they are normal posts.

Stories really did start out as a simple add-on feature, but they’ve now become an integral feature of the platform.

With brands being able to connect so well with their audience through Stories content (especially with increasingly interactive options like Stories stickers), it’s not surprising that the number of Stories is catching up to the number of posts people are publishing.

46% of all content on Instagram is coming from Stories, falling only slightly behind the 54% of organic posts.

Image source: socialbakers

47. Instagram Stories is attracting big advertising budgets to the platform.

The global marketing agency Merkle, noticed that their own clients’ ad spend on Instagram accounted for 23 percent as much spend as Facebook in the second quarter of 2018, and this thanks to the rise of Instagram Stories.

Jay Sethi, VP of Smirnoff in the US, revealed that the brand increased advertising on Instagram Stories in 2018, is funded by incremental growth of its social media budget, even though Facebook’s viewability issues are an ongoing concern.

48. 46% of Instagram Stories users like a good giggle.

This number goes slightly down to 42% for Facebook stories users.

The stats VidMob shares in its 2018 US State of Social Video are really interesting.

First of all, they discovered that over 70% of Instagram and Snapchat users watch Stories on both platforms daily.

Then VidMob noticed that half of the consumers of Stories (on every social platform) have a preference for videos that make them laugh.

They also found that 1 in 4 Gen Z and Millennials actively seek stories of products and services they are considering buying.

And there’s more, to download the study you can click here!

49.  Story Ads increase ad recall, purchase intent, message association, and CTR.

When Stories ads first came out, I remember thinking “eh, how much will they actually work?” I was a previous Snapchat hater, so I wasn’t a Story fan. I’m a convert.

Two different case studies (both linked below) immediately showed the value of Stories Ads, which reflects on the value of Stories themselves.

Here’s what they found:

  • A DiGiorno campaign yielded a reach of 20 million, a 6 point lift in purchase intent, and an 8 point lift in ad recall.
  • A Gap campaign resulted in a 17 point lift in ad recall, a 4 point lift in message association, and a 73% higher CTR than previous Instagram feed campaigns.
Instagram statistics Gap Campaign resilts

Source: Instagram

50. There are 400 million users watching Stories on a daily basis. 

Imagine all of those benefits, and then apply it to 400 million daily users.

80% of all daily active Instagram users are watching Stories just as often as they’re checking their feed, so you need to be posting to connect with them.

Statista has data to prove it:

51. Brand Stories see an 85% completion rate.

Which is a jump from 2018’s 69% completion rate.

This may be partially because brands are using slightly fewer frames in their Stories overall, but the overall increase in usage of Stories by viewers definitely helps, too.

52. Stories stickers can increase video viewership 83% of the time.

Instagram Stories can make your content feel fun and quirky, but they can also make your Stories engaging.

Consider using engagement-oriented stickers like Question Stickers, Emoji Stickers, and more.

Bonus Infographic:
How Your Competitors Use Instagram Stories

According to Instagram, 1 in 3 of the most-viewed Stories are from businesses. So, not using Stories is a “No-No” scenario, unless you don’t want to be left behind your competition.

To help you spy learn more about how other businesses use Stories to give voice and personality to their brand, 99firms created a great infographic that you can download here (or by clicking on the image below).

instagram stories for business infographic

It’s packed with data, tips and smart insights from 30 case studies!

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Instagram Statistics: Instagram Ads

Facebook Ads still gets all the attention, but Instagram placements can clearly hold their own (and more).

53. 30% of users say they’ve bought a product they discovered on Instagram. 

One out of every three Instagram users has made a purchase after discovering a new product on Instagram. And there are 1 billion monthly active users. You can do the math on that one.

Use Instagram Ads to make the most of this, connecting with new users, gaining new followers, and then hopefully nurturing leads that weren’t ready to convert at the beginning until they’re ready to purchase in the future.

54. Instagram Ads typically cost more than Facebook Ads… but are still worth it

A lot of people shy away from Instagram Ads because the average CPC is higher than it is on Facebook, pretty consistently. You still shouldn’t write them off, though, because engagement rates on Instagram are through the roof.

As long as your audience is on Instagram, you get what you pay for.

55. Sponsored videos get 3x more comments than sponsored photos.

If you aren’t using video yet, you need to. Especially when it comes to Instagram Ads.

With video ads getting a total of 3x more comments than ads with single images, you’re leaving a lot on the table if you don’t branch out.

Videos are automatically engaging and can convey more information in a shorter period of time, so it’s no surprise they’re getting the results we’re seeing here.

56. By the end of 2020, it’s estimated that Instagram’s Ad revenue will make up 30% of Facebook’s overall ad revenue.

This may be thanks to the increase in Stories Ads, but it’s also important to note that ad spending on Instagram is approximately 23% higher than on other platforms in Facebook’s ad network.

57. An estimated 75% of Instagram users will take action on at least one ad at some point.

According to data from Hootsuite, it’s estimated that three out of four of all Instagram users will interact with an ad they see in some way at some point.

Some will obviously interact with much more than just a single ad. Interactions include viewing your profile, clicking on the ad’s CTA, and even purchasing.

For best results, test out different CTAs to see what works for your particular audience (and different users in unique stages of the sales funnel!) and drives the most action.

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Final Thoughts on Instagram Statistics

After seeing all of these statistics, you really can’t deny the incredible marketing and selling power that Instagram has.

Aided by the fact that business profiles still get significantly better reach than Facebook considering the algorithm doesn’t actively punish Pages in terms of reach, this is a platform that you can’t afford to skip out on.

Now that you know the importance of it, it’s time to learn how to leverage Instagram for your business so you can start applying the knowledge you have.

And the first step we suggest is our Instagram Ads Beginners guide. Click on the image above to learn more!

What do you think? Which statistics surprised you the most? Which were you most excited to see? Share your thoughts and questions in the comments below!