Sources: Statista, Shopify, Instagram, Influencer Marketing Hub, Tech Crunch
| Key Stat | Key Info |
|---|---|
| Launched Date | October 6, 2010 |
| Original Authors | Kevin Systrom Mike Krieger |
| Key People | Adam Mosseri (Head of Instagram) Mark Zuckerberg (Chairman/Highest Controling Stakeholder of Instagram ) |
| Developers | Meta Platforms |
| Release Date | October 6, 2010 |
| Operating Systems | iOS Android Fire OS Microsoft Windows |
| Available in | 32 Languages |
| Revenue | $20 billion (2018) |
| Valuation | $100 billion (2018) |
| Number of Employees | 19,800 |
| Website | https://www.instagram.com/ |
Source: Linkedin
Instagram generates revenue primarily through advertisements and its IG Live feature, where users can buy badges ranging from $0.99 to $4.99.
In addition, Instagram expanded its revenue streams with the launch of shopping checkout in 2019, allowing merchants to integrate with platforms like Shopify and BigCommerce. Instagram charges a fixed selling fee of 5% per shipment, with a flat rate of $0.40 for shipments under $8.
As of 2023, Instagram continues innovating with its shopping features, including expanded support for live shopping events and enhancing merchant and user engagement.
Sources: Hootsuite, Feedonomics
From 2019 to 2023, Instagram showcased remarkable growth and impact in the social media industry. The platform’s revenue skyrocketed from $20 billion in 2019 to $28.08 billion in 2020, marking a 40.04% increase due to its expanding user base and heightened online engagement. In 2021, revenue surged by 52% to reach $42.68 billion, driven by introducing new features and enhanced advertising capabilities.
Continuing its global expansion and innovation, the revenue reached $50 billion in 2022, reflecting a 17.15% increase. By 2023, Instagram’s revenue experienced a modest growth to $61 billion, indicating a 22.20% increase as the platform stabilized its growth in response to changing market dynamics.
| Year | Revenue | % Change |
|---|---|---|
| 2023 | $61.1 billion | 22.20% |
| 2022 | $50 billion | 17.15% |
| 2021 | $42.68 billion | +52% |
| 2020 | $28.08 billion | +40.04% |
| 2019 | $20 billion | – |
Source: Business Insider, Bloomberg, Insider Intelligence
Instagram has experienced significant growth in ad revenue in the United States in recent years. In 2023, the platform generated $61.1 billion in revenue, marking an 83.76% increase from 2022. This substantial growth stresses Instagram’s expanding influence in digital advertising. In 2022, Instagram’s revenue was $33.25 billion, reflecting a 25.66% increase from 2021.
The revenue in 2021 was $26.46 billion, representing a 52.07% rise from 2020, which itself saw a 52.07% increase from 2019’s $12.40 billion. In 2019, the revenue amounted to $12.40 billion, showing a 40.32% increase from 2018’s $6.18 billion, which had grown by 100.65% over 2017.
Also, it is projected that Instagram will earn more than $70 billion in ad revenue by the end of 2024.
| Year | Ad Revenue | YoY Changes |
|---|---|---|
| 2023 | $61.1 billion | 83.76% |
| 2022 | $33.25 billion | 25.66% |
| 2021 | $26.46 billion | 52.07% |
| 2020 | $17.40 billion | 52.07% |
| 2019 | $12.40 billion | 40.32% |
| 2018 | $6.18 billion | 100.65% |
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Source: Statista 1, Statista 2
In 2023, Instagram Stories generated $20.03 billion in ad revenue, mirroring its continued importance as a key advertising format. In 2022, ad revenue from Stories reached $15.95 billion, indicating steady growth and increased advertiser adoption.
The revenue was $11.43 billion in 2021, highlighting the rising influence of Stories as an effective channel for engaging users. In 2020, Instagram Stories brought in $6.90 billion, showcasing accelerating adoption as advertisers sought to connect with audiences through dynamic content. In 2019, Stories ad revenue was $4.32 billion, laying the groundwork for future expansion and establishing its role as a major revenue driver.
| Year | Stories Ad Revenue |
|---|---|
| 2023 | $20.03 billion |
| 2022 | $15.95 billion |
| 2021 | $11.43 billion |
| 2020 | $6.90 billion |
| 2019 | $4.32 billion |
Source: Insider Intelligence
Instagram was valued at $100 billion in 2018, a hundred times more than when Facebook bought it. However, Instagram’s estimated net worth in 2024 is projected to double and reach a staggering $200 billion.
| Year | Valuation |
|---|---|
| 2018 | $100 billion |
| 2012 | $1 billion |
Source: Facebook, Bloomberg, Tech Crunch
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.
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Source: Forbes, Reuters, Investopedia, Business Standard
Meta Platforms, Inc., formerly known as Facebook, fully owns Instagram.
Source: Know Techie
While Instagram secured significant funding before its acquisition by Facebook in April 2012, the company hasn’t sought public funding since.
However, between 2010 and 2012, Instagram raised an estimated total of $57.5 million across all rounds. The average investor contributed approximately $4.4 million.
| Announced Date | Transaction Name | Number of Investors | Money Raised | Lead Investors |
|---|---|---|---|---|
| Apr 5, 2012 | Seed Round – Instagram | 3 | $500,000 | — |
| Feb 2, 2011 | Series A – Instagram | 5 | $7 million | Benchmark |
| Oct 6, 2010 | Series B – Instagram | 5 | $50 million | Sequoia Capital |
Source: Crunchbase
Before Facebook (Meta) acquired Instagram in 2012, its last investors were Greylock, Benchmark, Thrive Capital, and Sequoia Capital. The funding round was named Series B – Instagram, and it raised $50 million at a $500 million valuation for Instagram.
| Investor Name | Lead Investor | Funding Round | Partners |
|---|---|---|---|
| Greylock | No | Series B – Instagram | John Lilly |
| Thrive Capital | No | Series B – Instagram | — |
| Baseline Ventures | No | Series B – Instagram | Steve Anderson |
| Benchmark | No | Series B – Instagram | Matt Cohler |
| Sequoia Capital | Yes | Series B – Instagram | Michael Abramson, Roelof Botha |
| Adam D’Angelo | No | Series A – Instagram | — |
| Baseline Ventures | No | Series A – Instagram | Steve Anderson |
| Lowercase Capital | No | Series A – Instagram | Chris Sacca |
| Benchmark | Yes | Series A – Instagram | Matt Cohler |
| Jack Dorsey | No | Series A – Instagram | — |
Source: Crunchbase, Tech Crunch
Instagram employs a staggering 19,800 people. Starting with a small team of just 13 employees in 2012, the company rapidly expanded to 500 employees by 2017. Today, it boasts an impressive workforce of nearly 20,000 people.
| Year | Number of Employees |
|---|---|
| 2024 | 19,800 |
| 2017 | 500 |
| 2016 | 450 |
| 2012 | 13 |
Sources: Business Insider, Vox, Linkedin, Tech Crunch
As of 2024, Instagram has reached around 2 billion monthly active users, solidifying its status as a leading social media platform. The user base has grown substantially from just 1 million in 2010 to 2.1 billion in 2024, demonstrating consistent annual growth.
| Year | MAU |
|---|---|
| 2024 | 2.1 billion |
| 2023 | 2.08 billion |
| 2022 | 2.03 billion |
| 2021 | 2.02 billion |
| 2021 | 2 billion |
| 2018 | 1 billion |
| 2017 | 800 million |
| 2016 | 500 million |
| 2015 | 400 million |
| 2014 | 300 million |
| 2013 | 150 million |
| 2012 | 100 million |
| 2011 | 10 million |
| 2010 | 1 million |
Sources: Statista, Ignite Social Media, CNBC 1, CNBC 2, Forbes, Vox, Instagram
Instagram has seen consistent growth in its user base over the years, solidifying its position as one of the most popular social media platforms globally. By 2022, Instagram had reached 650 million daily active users, marking a 30% increase from 2020 and highlighting a significant rise in user engagement and its widespread international presence.
In 2020, the platform maintained 500 million daily active users, demonstrating its sustained popularity and high levels of engagement. This figure remained unchanged from 2018, indicating a stable and strong user base during those years. In 2017, the platform saw a 33% increase to 400 million daily active users, showcasing robust growth and increased adoption.
| Year | Daily Active Users |
|---|---|
| 2022 | 650 million |
| 2020 | 500 million |
| 2018 | 500 million |
| 2017 | 400 million |
| 2016 | 300 million+ |
Sources: Vox, Instagram 1, Instagram 2
Instagram’s user base is fairly evenly divided between genders, though there are some regional differences. Globally, men hold a slight edge, constituting about 50.6% of users as of 2024. However, in the United States, women make up a larger portion of the platform’s audience at approximately 55.4%.
| Gender | Percentage |
|---|---|
| Male | 50.6% |
| Female | 49.4% |
Source: Statista
Instagram’s user base skews towards younger adults. The largest demographic on the platform is the 25-34 age group, with a substantial 634 million users.
However, younger users are also significant, with 8.9% of the total user base falling within the 13-17 age bracket.
| Age Range | Percentage |
|---|---|
| 13-17 | 8.9% |
| 18-24 | 30.2% |
| 25-34 | 31.7% |
| 35-44 | 15.8% |
| 45-54 | 7.8% |
| 55-64 | 3.7% |
| 65+ | 2.1% |
Source: Statista
Instagram’s gender distribution varies across age groups. While there is a relatively even split between male and female users across most age ranges, there’s a slight skew towards male users in the younger demographics.
Notably, the 18-24 age group shows the most significant difference in gender distribution, with a higher proportion of male users. However, as users age, the gender disparity becomes less pronounced.
| Age Range | Male | Female |
|---|---|---|
| 13-17 | 4.9% | 4% |
| 18-24 | 16.8% | 13.4% |
| 25-34 | 17.1% | 14.6% |
| 35-44 | 7.7% | 8.1% |
| 45-54 | 3.5% | 4.3% |
| 55-64 | 1.5% | 2.2% |
| 65+ | 0.9% | 1.2%c |
Source: Statista
Since its launch, Instagram users have shared up to 40 billion photos and videos. This platform’s popularity is evident in its daily usage: over 1.3 billion photos are shared, 100 million posts are created, and 1 billion stories and chats are exchanged daily.
| Content-Type | Daily Activity |
| Photos Shared | Over 1.3 billion |
| Posts Created | 100 million |
| Stories and Chats Exchanged | 1 billion |
| Total Photos and Videos Shared (since launch) | Over 40 billion |
Source: Instagram 1, Instagram 2
While the most recent official data from 2019 indicates that 500 million people shared Instagram Stories daily, it’s safe to assume that this number may have significantly increased since then. To put this into perspective, in 2022, a staggering 1.6 billion Instagram Stories were posted each day. This rapid growth emphasizes the immense popularity of this ephemeral content format.
| Year | Number of Users | YoY Change (%) |
| 2019 | 500 million | 25.00% |
| 2018 | 400 million | 33.33% |
| 2017 | 300 million | 200.00% |
| 2016 | 100 million | – |
Source: Instagram 1, Instagram 2
The average engagement rate on Instagram is around 5.86%, indicating how actively users interact with content on the platform. Typically, posts receive an average engagement of 460.05 interactions.
| Average Engagement Rate | 5.86% |
| Average Engagement | 460.05 |
Source: Mention
As of 2023, there are around 64 million influencer accounts on Instagram worldwide. This marks a significant increase from 2022 when there were 50 million influencers. The growth is even more striking when compared to 2019 when there were only 500,000 influencers, indicating a tenfold increase in just a few years.
| Year | Number of Influencers | YoY Change (%) |
| 2023 | 64 million | 28.00% |
| 2022 | 50 million | 9,900.00% |
| 2019 | 500,000 | – |
Source: Insider Intelligence, Forbes
Instagram influencers are categorized by their number of followers, providing brands and marketers with a framework to gauge the reach and impact of social media campaigns.
Mega-influencers, with over 1 million followers, are ideal for large-scale brand awareness campaigns due to their vast audience reach, although they come with a high collaboration cost. Meanwhile, with 500,001 to 1 million followers, macro-influencers offer a balance between reach and engagement, targeting large audiences with specialized interests.
Mid-tier influencers, with 50,001 to 500,000 followers, have strong engagement rates and loyal followings, making them effective for brands aiming at specific demographics. On the other hand, micro-influencers, with 10,001 to 50,000 followers, are valued for their niche expertise and authentic connections. They offer high engagement rates at a lower cost, thus fostering deeper audience relationships.
With 1,000 to 10,000 followers, Nano-influencers often know their followers personally, achieving the highest engagement rates and enabling brands to reach hyper-targeted audiences through word-of-mouth marketing.
| Influencer Category | Follower Range |
| Mega-influencers | Over 1 million |
| Macro-influencers | 500,001 to 1 million |
| Mid-tier influencers | 50,001 to 500,000 |
| Micro-influencers | 10,001 to 50,000 |
| Nano-influencers | 1,000 to 10,000 |
Source: Hootsuite
Mega-influencers, who have the largest followings, often earn $10,000 or more per sponsored post, sometimes up to $25,000. Macro-influencers with substantial audiences typically make between $5,000 and $10,000 per post.
On the other hand, mid-tier influencers with a moderate number of followers generally earn between $500 and $5,000. Micro-influencers, who have a smaller yet significant following, usually earn $100 to $500 per post. Finally, nano-influencers, who have the smallest audiences, earn between $10 and $100 per sponsored post.
| Influencer Category | Number of Followers | Earnings per Sponsored Post |
| Mega-influencer | Over 1 million | $10,000+ |
| Macro-influencer | 500,001 to 1 million | $5,000-$10,000 |
| Mid-tier influencer | 50,001 to 500,000 | $500-$5,000 |
| Micro-influencer | 10,001 to 50,000 | $100-$500 |
| Nano-influencer | 1,000 to 10,000 | $10-$100 |
Source: Entrepreneur, Shopify
Instagram influencers earn money by advertising brands, products, and businesses. There are a lot of small and big parts moving behind this, but let’s just have an overview of the most common ways influencers earn money on Instagram.
| Collaborating with Brands | promoting products of specific brands, being a brand ambassador, and promoting the brand itself on specific sponsored posts. |
| Visual Creation for Brands | creating visuals for brands. e.g., Influencers wearing branded clothing or watches. |
| Offering Influencer Services | Offering Influencer’s special skills. e.g. photographers showcasing their skills |
| Selling Their Own Products | Influencers with their businesses promote their products on their accounts |
Source: Promoty
Instagram influencers with over 100,000 followers have an engagement rate of 1.4%. The engagement rate measures the level of interaction between influencers and their followers through likes and comments.
According to data, influencers with fewer than 1,000 followers have the highest engagement rate at 7.2%, followed by those with fewer than 5,000 followers at 5.4%. Influencers with fewer than 10,000 followers see an engagement rate of 3.8%, while those with fewer than 100,000 followers have an engagement rate of 1.9%.
| Number of Followers | Engagement Rate |
| 100,000+ | 1.4% |
| <100,000 | 1.9% |
| <10,000 | 3.8% |
| <5,000 | 5.4% |
| <1,000 | 7.2% |
Source: Influencer Marketing Hub, Sprout Social
As of 2024, the top-earning influencers on Instagram continue to be dominated by high-profile celebrities and athletes. Cristiano Ronaldo leads the list, who commands a staggering $3,234,000 per post, thanks to his immense following of 633 million. He is closely followed by Lionel Messi, who earns $2,731,000 per post and has 503 million followers. Selena Gomez remains a strong contender in third place, making $2,560,000 per post with her 426 million followers
Despite a slight drop in ranking, Kylie Jenner still earns $2,395,000 per post with 399 million followers. Dwayne “The Rock” Johnson, Ariana Grande, and Kim Kardashian are also prominently featured on the list, earning between $2,382,000 and $2,172,000 per post. Other notable names include Beyonce, Khloe Kardashian, and Justin Bieber, with earnings ranging from $1,908,000 to $1,762,436 per post.
| Rank | Influencer | Followers | Earnings per Post |
| 1 | Cristiano Ronaldo | 633 million | $3,234,000 |
| 2 | Lionel Messi | 503 million | $2,731,000 |
| 3 | Selena Gomez | 426 million | $2,560,000 |
| 4 | Kylie Jenner | 399 million | $2,395,000 |
| 5 | Dwayne Johnson | 396 million | $2,382,000 |
| 6 | Ariana Grande | 378 million | $2,272,000 |
| 7 | Kim Kardashian | 361 million | $2,172,000 |
| 8 | Beyonce | 317 million | $1,908,000 |
| 9 | Khloe Kardashian | 310 million | $1,865,236 |
| 10 | Justin Bieber | 293 million | $1,762,436 |
Sources: Influencer Marketing Hub, Glewee, Hopper HQ
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
The most liked post on Instagram is Lionel Messi’s photo with his teammates celebrating their World Cup win in 2022, which has garnered an impressive 75.3 million likes. This post, shared by Messi on his official account, captures a memorable moment and has surpassed all other posts in terms of engagement.
The post that follows closely is the famous “World Record Egg,” which has accumulated 61.1 million likes. Messi’s influence on the platform is evident with multiple posts ranking high in the list of most liked content. Below is a longer list of the most-liked posts on Instagram:
| Rank | Username | Owner | Description | Number of Likes |
|---|---|---|---|---|
| #1 | @leomessi | Lionel Messi | Photos of Lionel Messi with his teammates after winning FIFA World Cup 2022 | 75.3 million |
| #2 | @world_record_egg | Chris Godfrey | Simple Photo of an Egg | 61.1 million |
| #3 | @leomessi | Lionel Messi | Messi sleeping with the trophy in bed | 54.4 million |
| #4 | @cristiano | Cristiano Ronaldo | Ronaldo and Messi playing chess for Louis Vuitton | 42.6 million |
| #5 | @leomessi | Lionel Messi | Messi on a plane with the trophy | 41.8 million |
| #6 | @leomessi | Lionel Messi | Messi celebrating FIFA World Cup 2022 in Argentina | 34.1 million |
| #7 | @cristiano | Cristiano Ronaldo | Photo of Ronaldo after being eliminated from FIFA World Cup 2022 | 33.9 million |
| #8 | @cristiano @alnassr_fc | Cristiano Ronaldo Al Nassr FC | Photo of Ronaldo Joining Al Nassr FC | 33.6 million |
| #9 | @leomessi | Lionel Messi | Ronaldo and Messi playing chess for Louis Vuitton | 32.9 million |
| #10 | @cristiano @georginagio | Cristiano Ronaldo Georgina Rodriguez | Announcement of twins pregnancy | 32.7 million |
| #11 | @cristiano | Cristiano Ronaldo | Photo of Ronaldo and Pelé as a remembrance | 31.6 million |
| #12 | @xxxtentacion | XXXTentacion | Last uploaded photo before his death | 30.6 million |
| #13 | @leomessi | Lionel Messi | Team photos after FIFA World Cup 2022 match against Croatia | 29.7 million |
| #14 | @cristiano | Cristiano Ronaldo | Al Nassr FC presented Ronaldo to the fans | 26.5 million |
| #15 | @arianagrande | Ariana Grande | Wedding Photos with Dalton Gomez | 26.4 million |
| #16 | @zendaya | Zendaya | Birthday greeting post for Tom Holland | 25.8 million |
| #17 | @leomessi | Lionel Messi | Photo post in remembrance of Pelé | 25.7 million |
| #18 | @tomholland2013 | Tom Holland | Recreating Spiderman pointing meme | 24.9 million |
| #20 | @leomessi | Lionel Messi | Messi and team after winning against Mexico at FIFA World Cup 2022 | 24.5 million |
Sources: Later Blog, Instagram
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.
| Rank | Username | Account Owner | Description | Number of Comments |
|---|---|---|---|---|
| #1 | alexandros_kopsialis | Alexandros Kopsialis | Paid partnership with La Vie En Rose. Giveaways include car, Sony Playstation 5, and iPhone 12. | 43.2 million |
| #2 | bizarapp | Bizarrap | Featuring Paulo Londra, a post reveal when comments reach a certain number. | 23.1 million |
| #3 | alexandros_kopsialis | Alexandros Kopsialis | Paid partnership with @ammaroses_com, another set of giveaways which also include car, phones, motorcycle and more. | 15.0 million |
| #3 | xxxtentacion | XXXtentacion | Love is war photo. | 10.8 million |
| #4 | stramaccioni | Andrea Stramaccioni | Al Gharafa manager’s one and only post. | 9.6 million |
| #5 | sidhu_moosewala | Sidhu Moose Wala | Teaser reveal when comments reach 5 million. | 4.8 million |
Source: Instagram
As of August 2024, Instagram is the most followed account on the platform, with an astounding 675 million followers. Cristiano Ronaldo has the highest number of followers, boasting 635 million.
Cristiano is closely trailed by Lionel Messi, who has 504 million followers. Selena Gomez ranks third with 425 million followers and is known for her work as a singer and actress. Kylie Jenner, a reality TV star and businesswoman, has 398 million followers, while Dwayne “The Rock” Johnson, famous for his acting, producing, and wrestling, has 396 million followers.
Ariana Grande, another prominent figure from the United States, has 377 million followers. Kim Kardashian West, a reality TV star and businesswoman, holds 361 million followers. Beyoncé, a renowned singer, actress, and businesswoman, has 317 million followers, and Khloé Kardashian, another reality TV star and businesswoman, is in the top ten with 307 million followers.
| Rank | Name | Username | Followers | Occupation | Country |
| #1 | 675 million | Social Media Platform | – | ||
| #2 | Cristiano Ronaldo | @cristiano | 635 million | Professional Footballer | Portugal |
| #3 | Lionel Messi | @leomessi | 504 million | Professional Footballer | Argentina |
| #4 | Selena Gomez | @selenagomez | 425 million | Singer, Actress | United States |
| #5 | Kylie Jenner | @kyliejenner | 398 million | Reality TV Personality, Entrepreneur | United States |
| #6 | Dwayne “The Rock” Johnson | @therock | 396 million | Actor, Producer, Former Wrestler | United States |
| #7 | Ariana Grande | @arianagrande | 377 million | Singer, Actress | United States |
| #8 | Kim Kardashian West | @kimkardashian | 361 million | Reality TV Personality, Entrepreneur | United States |
| #9 | Beyoncé | @beyonce | 317 million | Singer, Actress, Businesswoman | United States |
| #10 | Khloé Kardashian | @khloekardashian | 307 million | Reality TV Personality, Entrepreneur | United States |
On Instagram, there are currently 11.8 million users with more than 1 million followers. A striking 65.26% of Instagram users have 1,000 followers or fewer, indicating that most accounts on the platform are relatively small. It also shows the highly competitive nature of achieving top-tier influence on Instagram.
This suggests many personal accounts, smaller influencers, or users who have yet to build a substantial following. In contrast, 19.63% of users have between 1,000 and 10,000 followers, representing emerging influencers and content creators beginning to gain traction.
A smaller segment, 7.12%, boasts follower counts between 10,000 and 50,000, often including micro-influencers with niche audiences. Those with 50,000 to 100,000 followers account for 4.44%, while 1.12% of users have between 100,000 and 500,000 followers, likely including well-established influencers and celebrities.
| Followers | Percentage of people that have that number of followers |
|---|---|
| 1,000,000 | 0.59% |
| 500,000 | 1.12% |
| 100,000 | 4.44% |
| 50,000 | 7.12% |
| 10,000 | 19.63% |
| 1,000 | 65.26% |
Source: Mention
The best time to post on Instagram is generally between 7 a.m. and 8 a.m. on weekdays. Posts during these times receive the highest engagement, likely because users check their phones in the morning or during their commute.
Engagement peaks again around midday during lunch breaks and early evenings, with a notable spike at 4 p.m. on Thursdays and Fridays.
Engagement drops significantly on weekends, with the best times to post being 7 a.m. on Saturday mornings and 7 p.m. on Sunday evenings.
| Time Frame | Day(s) | Average Engagement Rate |
| 7 a.m. – 8 a.m. | Weekdays | Highest |
| 4 p.m. | Thu, Fri | High |
| 12 p.m. – 1 p.m. | Weekdays | Moderate |
| 7 p.m. | Sunday | Moderate |
| 7 a.m. | Saturday | Moderate |
| Early Evenings | Weekdays | Moderate |
| All Day | Saturday, Sunday | Low |
Source: Buffer
Video posts on Instagram receive the highest number of likes, averaging 1832 likes per post. Carousel posts come next, with an average of 1358 likes, followed by image posts, which receive an average of 581 likes. This data indicates that videos are the most engaging type of content, likely due to their dynamic nature and ability to capture users’ attention more effectively.
| Type of Post | Average Likes |
| Video | 1832 likes |
| Carousel | 1358 likes |
| Image | 581 likes |
Source: Mention
When it comes to getting comments on Instagram, video posts lead the way, with an average of 24.25 comments per post. Carousel posts follow closely, with an average of 23.2 comments.
In comparison, image posts generate fewer comments, averaging 14.65 comments per post.
| Type of Post | Average Comments |
| Video | 24.25 comments |
| Carousel | 23.2 comments |
| Image | 14.65 comments |
Source: Mention
Khaby Lame’s reels have the most views on Instagram in 2023. Not only are his reels funny, but they also give his viewers a good vibe.
The most viewed reel on Instagram was khaby00’s hot flat iron problems. Here is a longer list of the most viewed reels on Instagram:
| Rank | Username | Owner | Number of Views | Description |
|---|---|---|---|---|
| 1 | khaby00 | Khaby Lame | 298 million | hot flat iron problems |
| 2 | shivanjaliporje.03 | Shivanjali Porje | 269 million | Shivanjali blinking |
| 3 | chochinaquatics | Chochinaquatic | 144 million | countless fishes rushing on a woman’s hand |
| 4 | khaby00 | Khaby Lame | 136 million | doing things the right way |
| 5 | khaby00 | Khaby Lame | 132 million | Missing half of Twix chocolate |
Source: Instagram
Accounts with large followings typically see an average reach of 12% for posts and just 2% for stories. In contrast, smaller accounts achieve a higher reach, averaging 32% for posts and 8% for stories. This discrepancy highlights that while larger accounts have a broader audience, they face greater competition for attention, which can reduce the percentage of followers who see their content. Conversely, smaller accounts benefit from a more engaged and less saturated follower base, allowing them to achieve higher reach rates.
| Account Size | Reach for Posts | Reach for Stories |
| Large Following | 12% | 2% |
| Small Following | 32% | 8% |
Source: Bazaar Voice
Instagram Reels from accounts with up to 500 followers achieve a remarkable reach, with their Reels being viewed nearly 9 times their follower count. This high engagement rate suggests that smaller accounts can effectively reach a substantial portion of their audience.
However, as follower numbers increase, Reels’ average reach tends to decrease. For instance, accounts with 501 to 2,000 followers see their Reels reach about 152% of their follower count, while those with 2,001 to 10,000 followers achieve a 76% reach.
The trend continues for accounts with 10,001 to 50,000 followers, with a reach of 85%. For very large accounts with 50,001 to 45 million followers, only around 64% of their followers view their Reels.
| Number of Followers | Percentage Reach (Reels) |
| Up to 500 | 892% |
| 501 to 2,000 | 152% |
| 2,001 to 10,000 | 76% |
| 10,001 to 50,000 | 85% |
| 50,001 to 45 million | 64% |
Source: Statista
Instagram posts from accounts with up to 500 followers achieve an average reach of 77% of their follower base. In contrast, accounts with larger followings see a significantly lower reach, with only 19% of their followers engaging with their posts.
| Number of Followers | Percentage Reach (Posts) |
| Up to 500 | 77% |
| 501 to 2,000 | 27% |
| 2,001 to 10,000 | 22% |
| 10,001 to 50,000 | 21% |
| 50,001 to 45 million | 19% |
Source: Statista
As of 2022, Instagram hosts over 200 million business profiles, a significant increase from previous years.
In 2017, there were just over 15 million business profiles, which grew to more than 25 million by 2018.
This sharp rise to 200 million by 2022 shows Instagram’s expanding role as a critical platform for business engagement.
| Year | Number of Business Profiles |
| 2022 | 200 million+ |
| 2018 | 25 million+ |
| 2017 | 15 million+ |
Source: Instagram
As of 2023, Instagram has around 2.1 million advertisers. This figure represents a significant increase from previous years.
In 2018, there were more than 2 million advertisers, which marked a 100% year-over-year increase from 2017 when the platform had over 1 million advertisers.
The number of advertisers in 2016 was around 500,000, showcasing the platform’s rapid growth over the years.
| Year | Number of Advertisers |
| 2023 | 2.1 million |
| 2018 | 2 million+ |
| 2017 | 1 million+ |
| 2016 | 500,000 |
Source: Instagram 1, Instagram 2, Tech Crunch, SMM Dashboard, Waffle Bytes Private Ltd.
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.
As of 2023, Instagram business profiles with fewer than 10,000 followers enjoyed the highest average reach for their Reels at 32.2%. Conversely, business profiles with over 1 million followers had a much lower average reach of 8.1%, highlighting the challenges larger accounts face in maintaining high engagement levels.
This trend indicates that smaller accounts can achieve higher visibility and interaction with their audience compared to larger accounts, which might struggle to maintain the same level of reach.
| Number of Followers | Average Percentage Reach |
| <10,000 | 32.2% |
| 10,000 – 50,000 | 15.6% |
| 100,001 – 500,000 | 14.4% |
| 50,001 – 100,000 | 11.7% |
| 500,001 – 1 million | 11.8% |
| 1 million+ | 8.1% |
Source: Bazaar Voice
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 Followers | Average Percentage Reach |
|---|---|
| <10,000 | 8.4% |
| 10,000 – 50,000 | 2.5% |
| 50,001 – 100,000 | 2.3% |
| 100,001 – 500,000 | 2.2% |
| 500,001 – 1 million | 2.2% |
| 1 million+ | 1.2% |
Source: Bazaar Voice
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 Followers | Conversion Rate |
|---|---|
| <10,000 | 2.6% |
| 10,000 – 50,000 | 1.2% |
| 50,001 – 100,000 | 0.30% |
| 100,001 – 500,000 | 1.00% |
| 500,001 – 1 million | 0.40% |
| 1 million+ | 0.70% |
Source: Bazaar Voice
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 helps determine which product posts interest the consumers more. It also helps business owners understand which posts will increase audience engagement. After all, more eyes on the products equate to more potential buyers.
Source: Georgetown University Article
Instagram users with over 1 million followers have an average engagement rate of 9.2% for feed posts. In contrast, users with fewer than 10,000 followers have the highest engagement rate at 12.0%.
This indicates that smaller Instagram accounts with less than 10,000 followers enjoy the highest engagement rates, likely due to a more personal and direct connection with their followers. As the number of followers increases, the engagement rate generally decreases, possibly due to the challenges of maintaining personalized interactions on a larger scale.
| Number of Followers | Engagement Rate |
| <10,000 | 12.0% |
| 10,001 – 50,000 | 10.7% |
| 51,001 – 100,000 | 10.3% |
| 100,001 – 500,000 | 8.4% |
| 500,001 – 1 million | 8.0% |
| 1 million+ | 9.2% |
Source: Bazaar Voice
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 with over 1 million followers have a 9.2% photo engagement rate and a 7.0% video engagement rate.
| Number of Followers | Photo Engagement | Video Engagement |
|---|---|---|
| <10,000 | 12.0% | 7.1% |
| 10,001 – 50,000 | 10.7% | 8.9% |
| 51,001 – 100,000 | 10.3% | 8.0% |
| 100,001 – 500,000 | 8.4% | 7.1% |
| 500,001 – 1 million | 8.0% | 6.5% |
| 1 million+ | 9.2% | 7.0% |
Source: Bazaar Voice
The Consumer Packaged Goods (CPG) industry leads Instagram engagement with a photo engagement rate of 10.2% and a video engagement rate of 9.0%, showcasing its ability to capture audience interest through both types of visual content. Entertainment/Media follows with a photo engagement rate of 9.5% and a video engagement rate of 7.7%, indicating its strong visual appeal. In comparison, Apparel & Accessories ranks next with a photo engagement rate of 9.3% and a video rate of 6.1%.
In terms of photo engagement, Publishing stands at 8.9%, but has a lower video engagement rate of 4.1%. Cosmetics/Beauty and Food/Beverage both achieve an 8.7% photo engagement rate, with Cosmetics/Beauty outperforming in video engagement at 7.0% compared to Food/Beverage’s 6.2%. Healthcare shows balanced engagement, with 8.5% for photos and 8.2% for videos. Sporting Goods, with an 8.3% photo rate and 8.7% video rate, demonstrates strong performance across both content types.
| Industry | Photo Engagement Rate | Video Engagement Rate |
| CPG | 10.2% | 9.0% |
| Entertainment/Media | 9.5% | 7.7% |
| Apparel & Accessories | 9.3% | 6.1% |
| Publishing | 8.9% | 4.1% |
| Cosmetics/Beauty | 8.7% | 7.0% |
| Food/Beverage | 8.7% | 6.2% |
| Healthcare | 8.5% | 8.2% |
| Sporting Goods | 8.3% | 8.7% |
| Electronics | 8.1% | 5.9% |
| Office Supplies | 8.1% | 5.5% |
| Household | 7.9% | 5.4% |
| Hospitality | 7.2% | 5.7% |
Source: Bazaar Voice
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:
| Age Range | Daily Average Time Spent |
|---|---|
| <25 | 32 minutes |
| 25 and plus | 24 minutes |
Source: Instagram
Turkey leads with users spending an impressive 20.2 hours on the platform. This is significantly higher than users in Argentina and Indonesia, who spend 16.6 and 15.6 hours, respectively. Brazil follows with an average of 13.0 hours spent per month, indicating a strong engagement but still lower than the top three. India shows an average of 11.2 hours, while Singapore and Russia have relatively similar engagement levels at 9.9 and 9.8 hours, respectively.
The substantial difference between Turkey and the next highest users, Argentina and Indonesia, suggests that cultural or regional factors might significantly influence time spent on the platform. Countries with lower engagement, like South Korea and Mexico, have different usage patterns or alternative social media preferences, impacting their average time spent. For instance, KakaoTalk and Naver are more frequented in South Korea.
| Country | Monthly Average Time Spent |
|---|---|
| Turkey | 20.2 hours |
| Argentina | 16.6 hours |
| Indonesia | 15.6 hours |
| Brazil | 13.0 hours |
| India | 11.2 hours |
| Singapore | 9.9 hours |
| Russia | 9.8 hours |
| Canada | 9.4 hours |
| France | 8.5 hours |
| Germany | 8.5 hours |
| Australia | 8.3 hours |
| U.K. | 7.9 hours |
| U.S.A. | 7.7 hours |
| Mexico | 6.7 hours |
| South Korea | 5.8 hours |
Source: App Annie
The Instagram Android app, released in 2012, has amassed over 1 billion downloads and maintains a 4.0 rating from 142.41 million user votes.
On the other hand, the iOS app, launched in 2010, has garnered over 500 million downloads and boasts a 4.7 rating from 24.17 million votes.
| Key Stat | Key Info |
|---|---|
| Launched Date | April 09, 2012 |
| Total Downloads | 1 billion+ |
| Rating | 4.0 out of 5 |
| Total Votes | 142.41 million |
| Key Stat | Key Info |
|---|---|
| Launched Date | October 06, 2010 |
| Total Downloads | 500 million+ |
| Rating | 4.7 out of 5 |
| Total Votes | 24.17 million |
Sources: Google Play, Apple Store
As of 2023, India leads with 230.25 million users, reflecting its rapid digital transformation and youthful demographic. China follows with 159.75 million users, indicating a strong engagement with global platforms despite strict internet regulations and the presence of domestic alternatives like WeChat.
Brazil, with 119.45 million users, underscores Instagram’s importance in Latin America, where visual content and influencer marketing significantly impact consumer interactions and e-commerce.
In countries like Indonesia and Russia, with 99.15 million and 63 million users, respectively, Instagram serves distinct purposes: connecting diverse populations in geographically spread regions and offering an alternative media platform in a regulated press environment. European countries such as the United Kingdom, Germany, and France show a mature market for Instagram, where it remains essential for digital marketing and social interactions.
| Rank | Country | Number of Users |
| #1 | India | 230.25 million |
| #2 | China | 159.75 million |
| #3 | Brazil | 119.45 million |
| #4 | Indonesia | 99.15 million |
| #5 | Russia | 63.00 million |
| #6 | Turkey | 52.15 million |
| #7 | Japan | 46.1 million |
| #8 | Mexico | 37.85 million |
| #9 | United Kingdom | 31.75 million |
| #10 | Germany | 29.9 million |
| #11 | Italy | 27.5 million |
| #12 | France | 26.6 million |
| #13 | Argentina | 24.7 million |
| #14 | Spain | 22.9 million |
| #15 | South Korea | 20.1 million |
| #16 | Philippines | 18.7 million |
| #17 | Thailand | 18.5 million |
| #18 | Colombia | 18.3 million |
| #19 | Canada | 17.4 million |
| #20 | Ukraine | 16.1 million |
Source: Statista
The 2023 data on Instagram traffic shows that the United States leads with 19.01% of global visits. Brazil follows with 8.69% of the traffic. India, despite its large user base, contributes 4.02% to global traffic, indicating growing engagement as internet access expands.
Argentina and the United Kingdom also show significant usage, with 3.58% and 3.11% of traffic, respectively, demonstrating the platform’s wide appeal across different regions. The remaining 61.59% of traffic comes from various other countries.
| Country | Traffic Percentage |
| United States | 19.01% |
| Brazil | 8.69% |
| India | 4.02% |
| Argentina | 3.58% |
| United Kingdom | 3.11% |
| Others | 61.59% |
Source: Similarweb
Instagram is available in almost every country except for these three countries.
Source: Instafamous
Instagram attracts over 200 million unique visitors daily across its website and mobile app, highlighting its significant global presence. Each month, the platform receives approximately 6.2 million visits, with an average of 10.70 pages viewed per visitor. This high engagement level is reflected in the daily pageviews, which total around 2.19 billion.
Instagram ranks 11th on Alexa, reaching 4.2% of global internet users, demonstrating its widespread influence. The platform also reports a bounce rate of 34.61%, indicating that a significant portion of visitors engage with multiple pages during their sessions. Overall, Instagram’s ability to maintain high user engagement and traffic underscores its role as a dominant force in social media.
| Key Stat | Key Info |
| Daily Unique Visitors | 204,332,709 |
| Monthly Visits | 6,191,281,083 |
| Pages Per Visitors | 10.70 |
| Daily Page views | 2,186,359,990 |
| Monthly Visits | 4,581,804,796 |
| Monthly Unique Visitors | 1,651,204,258 |
| Monthly Visits | 6,069,288,396 |
| Alexa Rank | 11 |
| Alexa Reach | 4.211% (of global internet users) |
| Bounce Rate | 34.61% |
Source: HypeStat
Instagram’s web traffic is predominantly driven by direct sources, which account for 68.14% of all visits. Search engines are the second-largest source of traffic, contributing 20.78%. This high percentage indicates that a significant number of users access Instagram by directly accessing the app, entering the website URL into their browsers, or using saved bookmarks, which shows a strong and loyal user base that frequently visits the platform without needing external prompts.
The search engine traffic also shows that many users discover Instagram through search queries. On the other hand, social media platforms account for 6.42% of the traffic, while referrals from other websites contribute 4.64%. Paid advertising makes up only 0.02% of the total traffic, underscoring Instagram’s reliance on organic visits rather than paid promotions to drive user engagement.
| Source | Percentage |
| Direct | 68.14% |
| Search | 20.78% |
| Social | 6.42% |
| Referral | 4.64% |
| Paid | 0.02% |
Source: HypeStat
Most web traffic on Instagram originates from its mobile app, accounting for 67.55% of all visits. In contrast, desktop traffic makes up 32.45% of the total, indicating that while mobile devices are the primary source of web traffic, a significant portion of users still access Instagram via desktop computers.
| Device | Percentage |
| Mobile | 67.55% |
| Desktop | 32.45% |
Source: HypeStat
Instagram incurs an estimated annual revenue loss of $169.5 million due to AdBlock usage, according to HypeStat. This loss translates to approximately $464,367 per day and around $13,931,020 each month.
| Time Period | Revenue Loss |
| Yearly Revenue Loss | $169,494,078 |
| Monthly Revenue Loss | $13,931,020 |
| Daily Revenue Loss | $464,367 |
Source: HypeStat
Instagram faces significant losses due to AdBlock, with approximately 119.9 billion pageviews blocked each year. This equates to around 328.6 million blocked pageviews daily and nearly 9.9 billion blocked pageviews each month.
| Time Period | Pageviews Blocked |
| Yearly | 119,942,615,871 |
| Monthly | 9,858,297,195 |
| Daily | 328,609,906 |
Source: HypeStat
Kevin Systrom and Mike Krieger founded Instagram in October 2010. Originally known as Burbn, the app was rebranded after the founders noticed users’ strong preference for photo-sharing.
Kevin Systrom is a prominent entrepreneur and computer programmer best known for originally co-founding Instagram. As of August 2024, Kevin Systrom’s net worth is $2.7 billion, showing remarkable growth compared to its value of 1.5 billion dollars in the previous year, 2023.
Systrom hit the billionaire benchmark in 2017, achieving a net worth of $1.2 billion. By 2023, his wealth accumulated to $1.5 billion. In 2024, Systrom’s net worth surged to $2.7 billion, reflecting his successful business ventures and strategic investments.
| Year | Net Worth |
|---|---|
| 2024 | $2.7 billion |
| 2023 | $1.5 billion |
| 2022 | $1.5 billion |
| 2021 | $1.9 billion |
| 2020 | $1.3 billion |
| 2019 | $1.4 billion |
| 2018 | $1.5 billion |
| 2017 | $1.2 billion |
Source: Forbes
Adam Mosseri assumed the position of CEO at Instagram in 2018 and reportedly attained a net worth of $120 million by 2022. While he has not publicly divulged his compensation package, his increasing net worth indicates his financial trajectory. Mosseri’s valuation stood at $100 million in 2021 and ascended to $120 million in 2022.
Subsequently, it receded to $110 million in 2023 but experienced a notable surge to $200 million in 2024. These fluctuations reflect the dynamic state of the technology industry and underscore Mosseri’s influential stewardship at Instagram, where he has managed significant challenges and spearheaded transformative innovations.
| Year | Net Worth |
|---|---|
| 2024 | $200 million |
| 2023 | $110 million |
| 2022 | $120 million |
| 2021 | $100 million |
Source: Exact Net Worth
David leads the editing team at SendShort. With this help, the team delivers the latest guides on using your favorite social media apps and creating short-form content.
