2020 was a year of new developments on Instagram that saw some interesting new Instagram stats popping up. Instagram is much more than a photo sharing platform. It introduced a variety of features that allow businesses to market and sell right from the app.

When planning your Instagram marketing strategy for 2021, it is important to know the latest facts about this very popular social network. To make sure you're working with the right information, we've rounded up all of the major Instagram stats you need to know this year.

Bonus: Download a free checklist This shows the exact steps a lifestyle photographer took on Instagram to grow from 0 to 600,000 followers, without a budget and without expensive equipment.

Quick statistics for Instagram

1.Instagram turned 10 in 2020

Instagram officially launched on October 6, 2010, and by December of that year, it had a million people created accounts.

The first Instagram post actually came a few months earlier. On July 16, 2010, when co-creator Kevin Systrom posted a test photo of a dog.

2. Instagram is the sixth most visited website

Although Instagram is mainly used through a mobile app, it still cracks the top 10 for website visits. Your posts may be showing up on a bigger screen than you think.

3. Instagram is the 9th most popular Google query

The top 10 searches contain general terms like weather and news. Facebook, Google, YouTube and Amazon are also in the top 10 and all ahead of Instagram. But again, this is a great show for Instagram as it is mostly accessed through an app.

4. Instagram has the fourth most popular user of all mobile apps

Since Instagram is primarily a mobile platform, this statistic carries more weight than website visits. For active mobile app users, Instagram is only surpassed by Facebook, WhatsApp, and Facebook Messenger.

Instagram user statistics

Who exactly is using Instagram? These Instagram user statistics reveal the details of the current Instagram audience.

5. Over 1 billion people use Instagram every month

This makes Instagram the second most popular traditional social network after Facebook in terms of active users.

Instagram ranks sixth among all social platforms – behind Facebook, YouTube, WhatsApp, Facebook Messenger and WeChat.

6. 88% of users are outside of the United States.

Americans are the biggest Instagram audience, but they are very far from the majority. The five most important countries for Instagram users are rounded off by:

  • India: 120 million users
  • Brazil: 95 million users
  • Indonesia: 78 million users
  • Russia: 54 million users

This is important information when thinking about how to define your target audience on Instagram and what kind of content to create.

7. Instagram reaches 140 million US users

This corresponds to an increase of 8% compared to the third quarter of 2020.

Sure, we just told you that the US audience represents only 12% of all Instagram users. But it's still an important audience that keeps growing.

8. 14% of adults in the US have never heard of Instagram

Keep in mind that while Instagram has a wide reach in the US, it doesn't reach everyone. This is why it is so important to understand your audience.

9.Instagram saw user growth of 17.0% in Western Europe in 2020

The region will end with 132.8 million users in 2020, eMarketer predicts. This is an increase of 19.3 million users since 2018.

Before the pandemic, eMarketer had only forecast 5.2% growth for the region. They have revised their estimate upwards twice this year.

Instagram users in Western Europe data

Source: eMarketer

10. The country with the highest percentage reach of Instagram is Kazakhstan

Kazakhstan may not have the most Instagram users, but it is the country where Instagram reaches the highest percentage of the population: 72% to be precise.

The five countries with the highest percentage of age range are rounded off by:

  • Brunei 71%
  • Iceland: 67%
  • Kuwait: 66%
  • Turkey: 66%

If you are marketing to people in these countries, Instagram may be a particularly effective platform for both organic content and paid Instagram posts.

11. The gender mix on Instagram is pretty even: 51% female and 49% male

In the US, however, a much higher percentage of women (43%) use Instagram than men (31%). It is worth noting that Instagram does not post advertising data for any gender other than "female" or "male".

These discrepancies show that you cannot make assumptions about demographics on Instagram or any other social network. And you definitely can't make assumptions about the demographics of your own followers.

Instead, use social media analytics tools to get in-depth information about your own target audience and get better content strategy and ad targeting.

For more information, check out our post which lists all of the major Instagram demographics for social media marketers.

12. 5% of US children under the age of 12 use Instagram

This is despite the Instagram user guidelines that require users to be 13 years old before they can create an account. Of the children between the ages of 9 and 11, 11% use Instagram.

Usage statistics from Instagram

Now that you know who is using Instagram, let's look at some Instagram usage statistics to show how and how often they are using the network.

13.Instagram users spent an average of 30 minutes per day on the platform in 2020

That's an almost 4 minute increase from 2019. If that doesn't sound like much, keep in mind that it's a 13.8% jump. Before the pandemic, eMarketer predicted that time spent on Instagram would only increase by 1.5% in 2020.

In comparison, Facebook users spent just 1.4 minutes per day on the platform in 2020, an increase of 4.3%

Facebook Instagram Snapchat average time spent per day US users

Source: eMarketer

14. 200 million Instagram users visit at least one company profile every day

During these 30 minutes on the platform, a large number of Instagram users check business profiles. Is your one they might want to visit?

15. 81% of people use Instagram to search for products and services

And 2 out of 3 people say the network encourages brand interactions.

16. 130 million Instagram users tap shopping postings every month

While the Instagram stats above show that people are researching purchases on the platform, it confirms that people are making purchases directly from Instagram.

With all of the new shopping and e-commerce features launched this year, it's easier than ever for brands to sell products right in the app. If you're new to Instagram's shopping features, check out our post on selling products on Instagram.

17. More than 50% of Instagram accounts use Explore every month

The "Browse" tab allows Instagram users to discover new content and new accounts to follow. Making your content available on Explore is an important way of getting your brand to new followers.

18. California's most mentioned Christmas cookie is gingerbread. In New York it's sugar cookies

Why should marketers care? It is true that this is a pretty random Instagram statistic. But it's a good example of how regional differences can affect perception.

Could this cookie preference extend to Instagram posts and ads? Only tests can tell you for sure. Only through testing can you be sure which colors, words, and content types (or cookie types) will best suit your audience.

Popular Christmas cookies by state on Instagram 👀

Which ones stay and which ones go? 🍪😋🍪😋 pic.twitter.com/SKKhOfSdbj

– Instagram (@instagram) December 17, 2020

19. 11% of people use Instagram as a news source

That's nowhere near the percentage of people who receive messages from Facebook (36%), but it's still worth considering how to roll out new product launches and other branding announcements.

In the US, 26% of 18- to 24-year-olds recently used Instagram specifically to access coronavirus news.

20. Only 1% of Instagram users do not use other social platforms

Instagram users are social butterflies: 92% of them also use YouTube and 86% Facebook. Interestingly, less than half of Instagram users (43%) also use TikTok.

21. Over 1 million Instagram posts a day mention the word "meme"

Memes are a serious trend on Instagram. Does that mean your brand should make a post for every new meme? No, but if the meme fits, it might be worth a try.

Meme accounts contain some important lessons all Instagram marketers should learn. We explain to them all in our post what brands can learn from meme accounts through Instagram marketing.

Instagram Stories Statistics

22. 500 million people use Instagram Stories every day

With half a billion people using stories every day, it's clear that stories are an important channel for brands. The statistics below further highlight why you should try Stories if you haven't already.

23. 58% of people say they are more interested in a brand or product after seeing it in stories

If you're new to Stories, check out Instagram stats: 2021 is the year you start. Not sure what to post on Stories? We've compiled a list of 20 Instagram story ideas to get you started.

24. 50% of people visited a website to make a purchase after seeing a product or service in stories

Purchase intent is one of the best results you can get with your social media efforts. Don't miss all of these clicks.

25. Brand Stories have a completion rate of 86%

That is only a small increase of 85% in 2019. Entertainment Account Stories saw the largest increase in the completion rate from 81% to 88%. Sports account stories have the highest completion rate at 90%.

26. 61% of Instagram users used the Support Small Business Sticker in stories in the first month

This is an informal number based on a survey on the @InstagramforBusiness story.

Instagrammers who started in May 2020 can mention a company right on the sticker to give their followers a preview of the company account.

Instagram business statistics

27. 90% of Instagram users follow a company

People don't just interact with their friends and family on Instagram. Almost everyone who uses the app follows at least one brand.

28. 36.2% of B2B decision makers use Instagram to search for new products or services

That puts it ahead of LinkedIn, but behind YouTube, FaceBook and WhatsApp.

This is a clear indication that Instagram is an important business tool, whether you are marketing to consumers or other organizations. If you're not sure how Instagram fits into your B2B marketing strategy, check out our post on Using Social Media for B2B Marketing.

29. The average Instagram business account publishes once a day

Make sure you post at the right time to get the most out of this content.

We analyzed 250,000+ Instagram posts to determine the best post times for 11 different industries. Find the results in our post on the best times to post on Instagram.

30. Instagram Business Accounts Have 1.46% Average Monthly Follower Growth

Growing your Instagram followers can feel like a very slow game. However, there are strategies that can help you beat Instagram follower stats and get more followers on, faster. In our post, we describe 35 of them how to get more Instagram followers.

31. Average Engagement Rate for an Instagram Post from a Business Account is 0.96%

That means you should expect roughly one engagement per 100 followers. Engagement appears to be highest for photo posts (1.03%), followed by carousel posts (0.86%) and video posts (0.75%). However, it depends on the preferences of the industry and the audience.

For example, the Hootsuite social team finds that carousel posts get three times the commitment of regular posts.

Note that larger accounts get lower engagement rates, while accounts with a small but engaged audience see higher. A business Instagram account with fewer than 10,000 followers has an average engagement rate of 1.55%, which drops to 0.62% for a business account with more than 100,000 followers.

32. 55% of fashion buyers made a purchase based on an Instagram creator's post

Instagram is a very visual medium that makes it the perfect place for fashion brands to showcase – and even sell – their wares.

33. 50% of Instagram users are more interested in a brand after seeing an ad for it on Instagram

When properly targeted and visually appealing, Instagram ads are an extremely effective means of connecting with new customers.

Instagram ad statistics

34. Instagram's potential advertising reach is 1.16 billion users

That is 19% of adults aged 13 and over. This corresponds to an increase in advertising reach in the third quarter of 2020 compared to the previous quarter by 7.1%.

35. Instagram advertisers can reach a teenage audience of 83 million

To be precise, these Instagram stats refer to users aged 13 to 17 years. This puts Instagram in third place behind Facebook (123 million) and Snapchat (91.9 million) in terms of reach of youth advertising.

36. Instagram is set to generate $ 18.16 billion in advertising revenue in 2020

That forecast figure means a huge jump from $ 13.86 billion in 2020 to just $ 9.45 billion in 2019.

37. 4 million businesses use Instagram Stories ads monthly

Stories ads enable brands to create engaging, full-screen experiences that are connected to Instagram users.

38. Mobile-shot stories ads outperform studio-shot ads 63% of the time

Instagram users expect stories to be more casual and less sophisticated. Story ads captured on mobile feel more like organic content than a hard sell.

39. Stories ads with central text outperform ads without text 75% of the time

This statistic focuses specifically on add-to-cart goals. However, it's worth experimenting to see how using text affects your Stories ads for other advertising goals.

40. Stories ads that emphasize the call to action perform better 89% of the time

In Stories ads, a call to action (e.g. swipe up) is integrated at the bottom of the screen, but it can easily be overlooked. Adding an expanded call to action increases the chances that viewers will interact with the ad.

Instagram video statistics

41. Tutorials are the most popular form of Instagram video content

Followed by behind-the-scenes posts, interviews and coverage.

Think about some fun, quick, and easy-to-implement instructions for your business or niche that you can convert into short, engaging Instagram video content.

42. IGTV videos are 4x larger than photos on the Explore page

That makes IGTV videos a great way to attract potential new eyeballs to your account. The first step is of course to get to the Explore page.

43. IGTV automatic subtitles are available in 16 languages

Captions are an important element of inclusive design that is only good business.

Automatic subtitles available on IGTV today. 🙋‍♀️

Go to your Settings and enable Video Titles or find the option in the Video drop-down menu.

Captions will initially be available in 16 languages. Look forward to updates as we expand to other surfaces and countries. pic.twitter.com/g3zBUBjCDr

– Instagram (@instagram) September 15, 2020

44. NFL team roles generate 67% more engagement than their regular video posts

The patriots have the highest level of commitment with their roles. You'll see an average of 121,800 engagements per role, compared to 21,600 engagements per video.

Save time managing your Instagram presence with Hootsuite. From a single dashboard, you can schedule and post posts right on Instagram, engage the audience, measure performance, and run all other social media profiles. Try it for free today.

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