Article last updated on:
November 04, 2024
Initially published on:
August 04, 2024

Instagram Key Facts

  • Instagram was launched on October 6, 2010, by Kevin Systrom and Mike Krieger
  • Kevin Systrom’s net worth is $2.7 billion as of August 2024
  • Adam Mosseri’s net worth surged to $200 million in 2024
  • Instagram’s revenue grew from $20 billion in 2019 to $61.1 billion in 2023
  • The platform has over 2 billion monthly active users as of 2024
  • Instagram’s user base is fairly evenly divided by gender, with males slightly ahead at 50.6% globally
  • Instagram influencers earn between $10 to $25,000 per sponsored post, depending on their follower count
  • The most liked post on Instagram is Lionel Messi’s World Cup celebration photo, with 75.3 million likes

Sources: Statista, Shopify, Instagram, Influencer Marketing Hub, Tech Crunch

Instagram Overview (About)

Key StatKey Info
Launched DateOctober 6, 2010
Original AuthorsKevin Systrom

Mike Krieger
Key PeopleAdam Mosseri (Head of Instagram)
Mark Zuckerberg (Chairman/Highest Controling Stakeholder of Instagram )
DevelopersMeta Platforms
Release DateOctober 6, 2010
Operating SystemsiOS
Android
Fire OS
Microsoft Windows
Available in32 Languages
Revenue$20 billion (2018)
Valuation$100 billion (2018)
Number of Employees19,800
Websitehttps://www.instagram.com/

Source: Linkedin

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How does Instagram make money?

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

What is Instagram’s revenue?

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.

YearRevenue% Change
2023$61.1 billion22.20%
2022$50 billion17.15%
2021$42.68 billion+52%
2020$28.08 billion+40.04%
2019$20 billion
Graph about Instagram’s revenue

Source: Business Insider, Bloomberg, Insider Intelligence

Instagram Annual Ad Revenue (U.S.)

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.

YearAd RevenueYoY Changes
2023$61.1 billion83.76%
2022$33.25 billion25.66%
2021$26.46 billion52.07%
2020$17.40 billion52.07%
2019$12.40 billion40.32%
2018$6.18 billion100.65%
Graph about Instagram Annual Ad Revenue

Source: Statista 1, Statista 2

How much money does Instagram make from IG stories?

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.

YearStories Ad Revenue
2023$20.03 billion
2022$15.95 billion
2021$11.43 billion
2020$6.90 billion
2019$4.32 billion
Graph about Instagram's revenue for IG stories

Source: Insider Intelligence

How much is Instagram worth?

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.

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

Source: Facebook, Bloomberg, Tech Crunch

When did Facebook (Meta) acquire Instagram?

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

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

Infographic about when did Facebook bought Instagram

Source: Forbes, Reuters, Investopedia, Business Standard

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Who owns Instagram?

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

Source: Know Techie

Instagram Funding History

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 DateTransaction NameNumber of InvestorsMoney RaisedLead Investors
Apr 5, 2012Seed Round – Instagram3$500,000
Feb 2, 2011Series A – Instagram5$7 millionBenchmark
Oct 6, 2010Series B – Instagram5$50 millionSequoia Capital
Graph about Instagram Funding History

Source: Crunchbase

Who invested on Instagram?

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

Source: Crunchbase, Tech Crunch

How many people work at Instagram?

Instagram 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.

YearNumber of Employees
202419,800
2017500
2016450
201213
Graph about Instagram's number of employees

Sources: Business Insider, Vox, Linkedin, Tech Crunch

How many people are using Instagram?

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.

YearMAU
20242.1 billion
20232.08 billion
20222.03 billion
20212.02 billion
20212 billion
20181 billion
2017800 million
2016500 million
2015400 million
2014300 million
2013150 million
2012100 million
201110 million
20101 million
Graph about number of people using Instagram

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

Instagram Daily Active Users

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.

YearDaily Active Users
2022650 million
2020500 million
2018500 million
2017400 million
2016300 million+
Graph about Instagram Daily Active Users

Sources: Vox, Instagram 1, Instagram 2

Instagram Users Gender Distribution

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%.

GenderPercentage
Male50.6%
Female49.4%
Graph about Instagram Users Gender Distribution

Source: Statista

Instagram Users’ Age Distribution

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 RangePercentage
13-178.9%
18-2430.2%
25-3431.7%
35-4415.8%
45-547.8%
55-643.7%
65+2.1%
Graph about Instagram Users’ Age Distribution

Source: Statista

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Instagram Users Gender Distribution per Age Range

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 RangeMaleFemale
13-174.9%4%
18-2416.8%13.4%
25-3417.1%14.6%
35-447.7%8.1%
45-543.5%4.3%
55-641.5%2.2%
65+0.9%1.2%c
Graph about Instagram Users Gender Distribution per Age Range

Source: Statista

How many photos are there on Instagram?

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-TypeDaily Activity
Photos SharedOver 1.3 billion
Posts Created100 million
Stories and Chats Exchanged1 billion
Total Photos and Videos Shared (since launch)Over 40 billion
Infographic about number of photos on Instagram

Source: Instagram 1, Instagram 2

How many people post Instagram Stories each day?

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.

YearNumber of UsersYoY Change (%)
2019500 million25.00%
2018400 million33.33%
2017300 million200.00%
2016100 million

Source: Instagram 1, Instagram 2

What is the average engagement rate on Instagram?

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 Rate5.86%
Average Engagement460.05

Source: Mention

How many Instagram influencers are there?

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.

YearNumber of InfluencersYoY Change (%)
202364 million28.00%
202250 million9,900.00%
2019500,000
Graph about number of Instagram influencers

Source: Insider Intelligence, Forbes

Instagram Influencer Categories

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 CategoryFollower Range
Mega-influencersOver 1 million
Macro-influencers500,001 to 1 million
Mid-tier influencers50,001 to 500,000
Micro-influencers10,001 to 50,000
Nano-influencers1,000 to 10,000
Graph about Instagram Influencer Categories

Source: Hootsuite

How much money do Instagram influencers make?

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 CategoryNumber of FollowersEarnings per Sponsored Post
Mega-influencerOver 1 million$10,000+
Macro-influencer500,001 to 1 million$5,000-$10,000
Mid-tier influencer50,001 to 500,000$500-$5,000
Micro-influencer10,001 to 50,000$100-$500
Nano-influencer1,000 to 10,000$10-$100

Source: Entrepreneur, Shopify

How do Instagram influencers make money?

Instagram influencers earn money by advertising brands, products, and businesses. There are a lot of small 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 Brandspromoting products of specific brands, being a brand ambassador, and promoting the brand itself on specific sponsored posts.
Visual Creation for Brandscreating visuals for brands. e.g., Influencers wearing branded clothing or watches.
Offering Influencer ServicesOffering Influencer’s special skills. e.g. photographers showcasing their skills
Selling Their Own ProductsInfluencers with their businesses promote their products on their accounts

Source: Promoty

Instagram Influencer Engagement Rate

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 FollowersEngagement Rate
100,000+1.4%
<100,0001.9%
<10,0003.8%
<5,0005.4%
<1,0007.2%
Graph about Instagram Influencer Engagement Rate

Source: Influencer Marketing Hub, Sprout Social

Who are the top-earning influencers on Instagram?

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.

RankInfluencerFollowersEarnings per Post
1Cristiano Ronaldo633 million$3,234,000
2Lionel Messi503 million$2,731,000
3Selena Gomez426 million$2,560,000
4Kylie Jenner399 million$2,395,000
5Dwayne Johnson396 million$2,382,000
6Ariana Grande378 million$2,272,000
7Kim Kardashian361 million$2,172,000
8Beyonce317 million$1,908,000
9Khloe Kardashian310 million$1,865,236
10Justin Bieber293 million$1,762,436
Infographic about the top earning influencer on Instagram

Sources: Influencer Marketing Hub, Glewee, Hopper HQ

What was the first Instagram post?

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

Sources: Instagram 1, Instagram 2

What is the most liked post on Instagram?

The most liked post on Instagram is 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:

RankUsernameOwnerDescriptionNumber of Likes
#1@leomessiLionel MessiPhotos of Lionel Messi with his teammates after winning FIFA World Cup 202275.3 million
#2@world_record_eggChris GodfreySimple Photo of an Egg61.1 million
#3@leomessiLionel MessiMessi sleeping with the trophy in bed54.4 million
#4@cristianoCristiano RonaldoRonaldo and Messi playing chess for Louis Vuitton42.6 million
#5@leomessiLionel MessiMessi on a plane with the trophy41.8 million
#6@leomessiLionel MessiMessi celebrating FIFA World Cup 2022 in Argentina34.1 million
#7@cristianoCristiano RonaldoPhoto of Ronaldo after being eliminated from FIFA World Cup 202233.9 million
#8@cristiano
@alnassr_fc
Cristiano Ronaldo
Al Nassr FC
Photo of Ronaldo Joining Al Nassr FC33.6 million
#9@leomessiLionel MessiRonaldo and Messi playing chess for Louis Vuitton32.9 million
#10@cristiano
@georginagio
Cristiano Ronaldo
Georgina Rodriguez
Announcement of twins pregnancy32.7 million
#11@cristianoCristiano RonaldoPhoto of Ronaldo and Pelé as a remembrance31.6 million
#12@xxxtentacionXXXTentacionLast uploaded photo before his death30.6 million
#13@leomessiLionel MessiTeam photos after FIFA World Cup 2022 match against Croatia29.7 million
#14@cristianoCristiano RonaldoAl Nassr FC presented Ronaldo to the fans26.5 million
#15@arianagrandeAriana GrandeWedding Photos with Dalton Gomez26.4 million
#16@zendayaZendayaBirthday greeting post for Tom Holland25.8 million
#17@leomessiLionel MessiPhoto post in remembrance of Pelé25.7 million
#18@tomholland2013Tom HollandRecreating Spiderman pointing meme24.9 million
#20@leomessiLionel MessiMessi and team after winning against Mexico at FIFA World Cup 202224.5 million
Infographic about the most liked post on Instagram

Sources: Later Blog, Instagram

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What is the most commented Instagram Post?

The most commented Instagram post is by Alexandros Kopsialis with 43.2 million comments. It’s a photo of a paid partnership with La Vie En Rose where the winner can be chosen among the comments. The giveaways included a car, Sony Playstations, and iPhone 12s.

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

Source: Instagram

Who has the most followers on 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.

RankNameUsernameFollowersOccupationCountry
#1Instagram@instagram675 millionSocial Media Platform
#2Cristiano Ronaldo@cristiano635 millionProfessional FootballerPortugal
#3Lionel Messi@leomessi504 millionProfessional FootballerArgentina
#4Selena Gomez@selenagomez425 millionSinger, ActressUnited States
#5Kylie Jenner@kyliejenner398 millionReality TV Personality, EntrepreneurUnited States
#6Dwayne “The Rock” Johnson@therock396 millionActor, Producer, Former WrestlerUnited States
#7Ariana Grande@arianagrande377 millionSinger, ActressUnited States
#8Kim Kardashian West@kimkardashian361 millionReality TV Personality, EntrepreneurUnited States
#9Beyoncé@beyonce317 millionSinger, Actress, BusinesswomanUnited States
#10Khloé Kardashian@khloekardashian307 millionReality TV Personality, EntrepreneurUnited States
Graph about top Instagram accounts

Source: Instagram, Forbes

How many people have over 1 million followers on Instagram?

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.

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

Source: Mention

When is the best time to post on Instagram?

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 FrameDay(s)Average Engagement Rate
7 a.m. – 8 a.m.WeekdaysHighest
4 p.m.Thu, FriHigh
12 p.m. – 1 p.m.WeekdaysModerate
7 p.m.SundayModerate
7 a.m.SaturdayModerate
Early EveningsWeekdaysModerate
All DaySaturday, SundayLow

Source: Buffer

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

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 PostAverage Likes
Video1832 likes
Carousel1358 likes
Image581 likes

Source: Mention

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

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

Source: Mention

What are the most viewed reels on Instagram in 2023?

Khaby Lame’s reels have the most views on Instagram in 2023. Not only are his reels funny, but 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:

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

Source: Instagram

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

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 SizeReach for PostsReach for Stories
Large Following12%2%
Small Following32%8%

Source: Bazaar Voice

Average Instagram Reel Reach by Number of Followers

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

Source: Statista

Average Instagram Post Reach by Number of Followers

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

Source: Statista

How many businesses are using Instagram?

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.

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

Source: Instagram

How many advertisers use 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.

YearNumber of Advertisers
20232.1 million
20182 million+
20171 million+
2016500,000
Graph about number of advertisers using Instagram

Source: Instagram 1, Instagram 2, Tech Crunch, SMM Dashboard, Waffle Bytes Private Ltd.

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

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

Average Instagram Reels Reach of Business Profiles

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 FollowersAverage Percentage Reach
<10,00032.2%
10,000 – 50,00015.6%
100,001 – 500,00014.4%
50,001 – 100,00011.7%
500,001 – 1 million11.8%
1 million+8.1%

Source: Bazaar Voice

Average Instagram Post Reach of Business Profiles

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

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

Number of FollowersAverage Percentage Reach
<10,0008.4%
10,000 – 50,0002.5%
50,001 – 100,0002.3%
100,001 – 500,0002.2%
500,001 – 1 million2.2%
1 million+1.2%

Source: Bazaar Voice

Instagram Reach Average Conversion Rate of Business Profiles

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

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

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

Number of FollowersConversion Rate
<10,0002.6%
10,000 – 50,0001.2%
50,001 – 100,0000.30%
100,001 – 500,0001.00%
500,001 – 1 million0.40%
1 million+0.70%

Source: Bazaar Voice

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Instagram Business Profiles Engagement Rate

Analyzing the engagement rate of business profiles on Instagram is important. It determines how a business will take action based on the engagement rate of its posts.

This 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

Average Engagement Rate for Feed Posts

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 FollowersEngagement Rate
<10,00012.0%
10,001 – 50,00010.7%
51,001 – 100,00010.3%
100,001 – 500,0008.4%
500,001 – 1 million8.0%
1 million+9.2%

Source: Bazaar Voice

Average Engagement Rate for Photos vs Video

Instagram users with 51,000 to 100,000 followers have the highest video engagement rate of 8.9%, while Instagram users with less than 10,000 have the highest photo engagement rate of 12.0%. Meanwhile, Instagram users with over 1 million followers have a 9.2% photo engagement rate and a 7.0% video engagement rate.

Number of FollowersPhoto EngagementVideo Engagement
<10,00012.0%7.1%
10,001 – 50,00010.7%8.9%
51,001 – 100,00010.3%8.0%
100,001 – 500,0008.4%7.1%
500,001 – 1 million8.0%6.5%
1 million+9.2%7.0%

Source: Bazaar Voice

Industries with the Highest Visual Content Engagement Rate on Instagram

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.

IndustryPhoto Engagement RateVideo Engagement Rate
CPG10.2%9.0%
Entertainment/Media9.5%7.7%
Apparel & Accessories9.3%6.1%
Publishing8.9%4.1%
Cosmetics/Beauty8.7%7.0%
Food/Beverage8.7%6.2%
Healthcare8.5%8.2%
Sporting Goods8.3%8.7%
Electronics8.1%5.9%
Office Supplies8.1%5.5%
Household7.9%5.4%
Hospitality7.2%5.7%
Graph about Industries with the Highest Visual Content Engagement Rate on Instagram

Source: Bazaar Voice

How much time do people spend on Instagram?

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

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

Source: Instagram

Average Time Spent on Instagram per Country

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.

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

Source: App Annie

Instagram Mobile Apps: iOS vs Android

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 StatKey Info
Launched DateApril 09, 2012
Total Downloads1 billion+
Rating4.0 out of 5
Total Votes142.41 million
Key StatKey Info
Launched DateOctober 06, 2010
Total Downloads500 million+
Rating4.7 out of 5
Total Votes24.17 million

Sources: Google Play, Apple Store

Which countries have the most Instagram users?

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.

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

Source: Statista

Which countries visit Instagram the most?

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.

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

Source: Similarweb

Where is Instagram available (in which countries)?

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

  • North Korea
  • Iran
  • China

Source: Instafamous

Instagram Traffic Overview

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 StatKey Info
Daily Unique Visitors204,332,709
Monthly Visits6,191,281,083
Pages Per Visitors10.70
Daily Page views2,186,359,990
Monthly Visits4,581,804,796
Monthly Unique Visitors1,651,204,258
Monthly Visits6,069,288,396
Alexa Rank11
Alexa Reach4.211% (of global internet users)
Bounce Rate34.61%

Source: HypeStat

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Instagram Web Traffic Sources

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.

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

Source: HypeStat

How much web traffic comes from Instagram mobile?

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.

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

Source: HypeStat

How much money does Instagram lose due to AdBlock?

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 PeriodRevenue Loss
Yearly Revenue Loss$169,494,078
Monthly Revenue Loss$13,931,020
Daily Revenue Loss$464,367

Source: HypeStat

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

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 PeriodPageviews Blocked
Yearly119,942,615,871
Monthly9,858,297,195
Daily328,609,906

Source: HypeStat

Who founded Instagram?

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.

What is Kevin Systrom’s net worth?

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.

YearNet 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

What is Adam Mosseri’s net worth?

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.

YearNet Worth
2024$200 million
2023$110 million
2022$120 million
2021$100 million

Source: Exact Net Worth

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About the author

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.