Picture this: while you were reading this sentence, over 95,000 photos were uploaded to Instagram, a platform where a staggering 2 billion monthly active users—nearly half of whom are under 25—are not just scrolling but actively shopping, creating, and connecting.
Key Takeaways
- Instagram reached 2 billion monthly active users (MAUs) worldwide as of January 2023
- Approximately 61.5% of Instagram's global audience is under the age of 35 as of 2024
- India has the largest Instagram user base with over 362 million users as of 2024
- Average time spent on Instagram per day is 33 minutes globally in 2024
- 95 million photos and videos are shared daily on Instagram as of 2024
- 200 million users visit at least one business profile daily on Instagram in 2024
- 30% of Reels time is spent on content from small creators (<10k followers) in 2024
- Reels make up 35% of all time spent on Instagram as of 2024
- 90% of Instagram users follow a business account actively in 2024
- Instagram ad revenue reached $51.4 billion in 2023, growing 23.6% YoY
- Advertisers can reach 81.4% of Instagram's MAU base with ads in 2024
- CPC for Instagram ads averages $0.70-$1.00 globally in 2024
- Instagram grew MAUs by 7.3% YoY to 2 billion in early 2024
- Time spent on Instagram increased 10% YoY globally in 2024
- Reels usage surged 25% YoY with 200 billion daily plays in 2024
Instagram is a massive platform for young users, brands, and creators worldwide.
Business and Advertising
- Instagram ad revenue reached $51.4 billion in 2023, growing 23.6% YoY
- Advertisers can reach 81.4% of Instagram's MAU base with ads in 2024
- CPC for Instagram ads averages $0.70-$1.00 globally in 2024
- 75% of Instagram users have made a purchase via the app in 2024
- CPM for Instagram ads is $6.70 on average in 2024
- 1.4 million active advertisers on Instagram monthly in 2024
- CTR for Instagram ads averages 0.22%-0.88% in 2024
- 44% of business profiles on Instagram use shopping features in 2024
- ROAS for Instagram ads averages 2.5x for e-commerce in 2024
- 130 million monthly taps on shopping posts in 2024
- Instagram drives 30% of social commerce referrals in 2024
- Affiliate marketing via Instagram generates $8.2 billion annually in 2024
- 49% of consumers rely on Instagram recommendations for purchases in 2024
- Average influencer sponsorship fee is $10 CPM for nano-influencers in 2024
- 61% of marketers use Instagram for influencer campaigns in 2024
- Subscription features on Instagram have 2 million paid subscribers in 2024
- Badges in Lives generate $100M+ for creators since 2020 in 2024
- Gifts on Reels piloted with 100k creators earning revenue in 2024
- Brand lift from Instagram ads averages 12% awareness increase in 2024
- 83% of users say Instagram enables direct purchases from creators in 2024
- Instagram forecasted to generate $32.4 billion in ad revenue for Meta in 2024
- Nano-influencers (1k-10k followers) have 8% engagement rate avg in 2024
- Micro-influencers (10k-100k) charge $100-$500 per post on Instagram in 2024
- 72% of brands prefer Instagram for influencer marketing in 2024
- Gifts feature allows virtual gifts worth up to $5.99 each in 2024
Business and Advertising Interpretation
With a staggering $51.4 billion in ad revenue powered by a captive, shop-happy audience—where three-quarters are already pulling out their wallets—Instagram has masterfully evolved from a photo album into the world's most glamorous, data-driven digital shopping mall, where every scroll, tap, and creator endorsement rings the cash register.
Content and Features
- 30% of Reels time is spent on content from small creators (<10k followers) in 2024
- Reels make up 35% of all time spent on Instagram as of 2024
- 90% of Instagram users follow a business account actively in 2024
- Shopping posts have driven over 130 million taps monthly in 2024
- IGTV views reached 1 billion monthly before its integration into Reels in 2024
- 70% of users turn to Instagram for purchase inspiration in 2024
- Guides feature is used by 130 million people monthly in 2024
- 500 million daily Stories users swipe up on average in 2024
- AR filters are used in 20% of all Stories created daily in 2024
- Music stickers in Stories boost views by 15% on average in 2024
- 25% of Stories include interactive stickers like polls in 2024
- Reels with trending audio see 2.7x more views in 2024
- 1 in 3 Stories includes a mention or tag of another account in 2024
- Live badges have generated over $100 million for creators since launch in 2024
- Collaborative posts increase reach by 20% for participating accounts in 2024
- 60% of Reels use original audio created by users in 2024
- Highlights save 70% of temporary Stories for profile viewing in 2024
- Threads integration allows seamless sharing from Instagram in 2024
- 40 million daily active users on Threads launched from Instagram in 2024
- Close Friends feature is used by 50% of active Stories posters weekly in 2024
- Notes feature sees 100 million daily interactions since launch in 2024
- Broadcast channels have over 15 million weekly users in 2024
- 80% of top-performing Reels use hooks in the first 3 seconds in 2024
Content and Features Interpretation
Instagram in 2024 is a bustling, multifaceted economy where even the smallest creator can find an audience, shopping is everyone's new favorite pastime, and if your Reel doesn't start with a hook set to a trending sound, you might as well be whispering in a hurricane.
Engagement and Usage
- Average time spent on Instagram per day is 33 minutes globally in 2024
- 95 million photos and videos are shared daily on Instagram as of 2024
- 200 million users visit at least one business profile daily on Instagram in 2024
- Posts with 5+ hashtags receive 20.6% more interaction on average in 2024
- Instagram Stories have a 15% higher engagement rate than regular feed posts in 2024
- 70% of users have looked up a product or service on Instagram in the past month as of 2024
- Reels generate 22% more engagement than standard videos on Instagram in 2024
- Users spend 29% more time on posts with images vs. text-only in 2024
- 81% of users use Instagram for brand discovery weekly in 2024
- Carousel posts see 15.9% more engagement than single images in 2024
- 50% of users prefer watching Reels over other content types daily in 2024
- Videos under 30 seconds get 74% higher engagement on Instagram in 2024
- 63% of users report discovering new products via Instagram in 2024
- User-generated content posts receive 28% higher engagement in 2024
- 57% of users take action after seeing branded content on Instagram in 2024
- Posts at 7-9 PM local time see 15% higher engagement in 2024
- Influencer posts generate 8x higher engagement than brand posts in 2024
- 68% of users interact with Stories daily on Instagram in 2024
- Round images in feeds boost engagement by 44% compared to square in 2024
- 40% of users have bought a product discovered on Instagram in 2024
- Live videos have 6x higher engagement than regular videos in 2024
- 55% of users follow brands for updates and promotions in 2024
- Hashtag usage increases reach by up to 12.6% on Instagram posts in 2024
- 73% of teens use Instagram for entertainment daily in 2024
- Stories stickers increase replies by 20% on average in 2024
- 1.4 billion daily interactions occur on Instagram Reels in 2024
- Location-tagged posts get 79% more comments and 63% more saves in 2024
Engagement and Usage Interpretation
We are collectively spending the equivalent of a global coffee break each day to browse a gallery of 95 million fleeting moments, where a business can become a discovery, a hashtag can be a catalyst, and the perfect square is no longer the sharpest tool in the box.
Growth and Trends
- Instagram grew MAUs by 7.3% YoY to 2 billion in early 2024
- Time spent on Instagram increased 10% YoY globally in 2024
- Reels usage surged 25% YoY with 200 billion daily plays in 2024
- Shopping sales via Instagram grew 40% YoY in 2023-2024
- Active business accounts on Instagram rose to 200 million in 2024
- Daily Stories users stable at 500 million with 15% YoY engagement growth in 2024
- US Instagram users grew 4.2% YoY to 169 million in 2024
- India user base expanded 12% YoY to 362 million in 2024
- Reels daily time spent up 40% since 2022 launch in 2024
- Creator economy payouts from Instagram exceeded $1 billion in 2024
- Threads app reached 100 million users in 5 days post-launch in 2023-2024
- AR effects downloads grew 30% YoY to 1.5 billion in 2024
- Live video peak concurrent viewers up 20% YoY in 2024
- Hashtag posts increased 10% YoY despite algorithm changes in 2024
- Gen Z usage grew 15% YoY on Instagram in 2024
- E-commerce GMV via Instagram tags up 25% YoY in 2024
- Algorithm prioritizes Reels leading to 50% reach increase for video in 2024
- International user growth strongest in Asia-Pacific at 18% YoY in 2024
- Subscriptions feature grew 300% since beta in 2024
- Broadcast channels expanded to 500 million monthly views in 2024
- Notes daily active users tripled since July 2023 in 2024
- Ad revenue growth projected at 15% for Instagram in 2025
- Female user growth outpaced males by 5% YoY globally in 2024
- 18-24 age group grew 8% YoY on Instagram in 2024
- Collaborative posts usage up 50% since feature launch in 2024
Growth and Trends Interpretation
While everyone else is arguing about the "end of social media," Instagram is quietly building a monolithic mall where two billion people now live, work, shop, and watch endless Reels, proving you don't need a 'like' button when you have everyone's attention and their wallet.
User Base and Demographics
- Instagram reached 2 billion monthly active users (MAUs) worldwide as of January 2023
- Approximately 61.5% of Instagram's global audience is under the age of 35 as of 2024
- India has the largest Instagram user base with over 362 million users as of 2024
- The United States ranks second with 169.65 million Instagram users in 2024
- Females make up 51.8% of Instagram's global user base as of Q1 2024
- 32.3% of global internet users aged 16-64 use Instagram as of 2024
- Brazil has 140.7 million Instagram users, placing it third globally in 2024
- Indonesia follows with 103.4 million users as of 2024
- 44.8% of Instagram users are aged 18-24 globally in 2024
- Turkey has 57.6 million Instagram users in 2024
- 30.7% of users are aged 25-34, the second largest age group on Instagram in 2024
- Mexico has 41.95 million Instagram users as of 2024
- 16.1% of users are 35-44 years old on Instagram worldwide in 2024
- The UK has 32.37 million Instagram users in 2024
- Only 6% of Instagram users are over 55 years old globally as of 2024
- Japan has 45.2 million Instagram users in 2024
- 61% of Instagram users are located in urban areas worldwide in 2024
- Germany has 29.8 million users on Instagram as of 2024
- 26.5% of Instagram's audience accesses the platform daily worldwide in 2024
- Philippines has 25.8 million Instagram users in 2024
- 500 million people use Instagram Stories daily as of 2024
- South Korea has 23.5 million users on Instagram in 2024
- 70.4% of teens aged 13-17 in the US use Instagram as of 2024
- France has 22.4 million Instagram users in 2024
- 45% of Instagram users in the US are Gen Z as of 2024
- Saudi Arabia has 20.1 million users on Instagram in 2024
- 38% of US adults use Instagram compared to 68% of 18-29 year olds in 2024
- Italy has 19.7 million Instagram users as of 2024
- 1 in 4 global internet users accesses Instagram monthly in 2024
- Colombia has 18.9 million Instagram users in 2024
User Base and Demographics Interpretation
Instagram has officially become the global digital town square for the under-35 set, with India throwing the biggest party, over 2 billion monthly attendees strong, yet your grandma still won’t follow you.
Sources & References
- Reference 1ABOUTabout.instagram.comVisit source
- Reference 2STATISTAstatista.comVisit source
- Reference 3DATAREPORTALdatareportal.comVisit source
- Reference 4SPROUTSOCIALsproutsocial.comVisit source
- Reference 5BLOGblog.hootsuite.comVisit source
- Reference 6BUSINESSbusiness.instagram.comVisit source
- Reference 7PEWRESEARCHpewresearch.orgVisit source
- Reference 8SOCIALPILOTsocialpilot.coVisit source
- Reference 9EMARKETERemarketer.comVisit source
- Reference 10WORDSTREAMwordstream.comVisit source
- Reference 11INFLUENCERMARKETINGHUBinfluencermarketinghub.comVisit source
- Reference 12FACEBOOKfacebook.comVisit source
