Instagram Statistics to Help Your Business Grow

Instagram Statistics to Help Your Business Grow

The impact of Instagram is undeniable. Since its inception in October 2010, the social network has grown to be one of the biggest in the world. And it’s become more than just an image-sharing platform. It’s also a place for businesses to market and expand. Whether you’re a small business owner, the CEO of a huge brand, or a fresh entrepreneur looking to start your own company, you can use these Instagram statistics to better understand the platform and how to use it to your advantage.

We’ve grouped the statistics together into categories so you can read up on the ones you’re most interested in. Or, if you’re really determined, you can read all 30 stats!

You can click on the categories below to find what you need:

Usage Statistics

1. There are currently 1 billion active users on Instagram.

There are more than 1 billion people using Instagram monthly. That’s more than 1/10th of the Earth’s total population, and puts Instagram behind only Facebook in terms of popularity. This Instagram statistic shows just how beneficial Instagram can be to a business. There’s bound to be at least one user on Instagram that will fall in love with your brand!

2. 63% of Instagram users log in every day.

Of the 1 billion users on the platform, 63% log in to check their feed, notifications, and messages at least once a day. 42% check their Instagram more than once a day. This means plenty of opportunity for businesses to reach their audience.

3. There are over 25 million business profiles on Instagram.

In 2016, Instagram introduced the ability to label your profile as a Business Profile. The number of Business Profiles on the platform has increased ever since. If you don’t have a profile for your business, this is your sign to make one!

Instagram business profile
Example of an Instagram Business Profile for a grocery store

4. Instagram is the second most downloaded app on the Apple App Store.

Instagram is only behind Youtube when it comes to downloads on the mobile App Store. People love to use Instagram on their phones, so if you’re using it for your business, you’ll definitely be seen.

5. 200 million users visit a business profile at least once a day.

One way users are spending their time on Instagram is by browsing through the many business profiles that are present on the app. Yours could be one of them!

6. 500 million users are active daily.

Half of the total number of active users are using it every single day. This Instagram statistic means the best way to be seen is by posting daily content.

Instagram users
Daily users graph

7. 80% of users have learned about a product or service through Instagram.

Instagram is beneficial for businesses, and here’s one statistic that proves it. Users are discovering new products and services on Instagram everyday, leading to increased awareness and sales for brands. You might have exactly what someone is looking for, and Instagram was all they needed to find you. ?

8. More than half of Instagram users view the ‘Explore’ page every month.

If you don’t know about it already, the ‘Explore’ page is a great way to increase brand awareness and generate leads. Introduced in 2012, this feature shows users content that they might find interesting or relevant based on their past interests.

9. 90% of users follow at least one business account.

Users are interested enough to follow business profiles on Instagram, viewing their posts and stories frequently. With such a large number of Instagram users, your business should be able to pick up a couple of followers easily. Instagram is also easy to link to your business website to increase traffic and provide users with more information.

User Demographics

10. A majority of Instagram users are younger.

Most users on Instagram are under the age of 34. This is useful information when you know the average age of your audience.

Here’s the full breakdown of age groups using Instagram:

  • 13-17 years old: 6.9%
  • 18-24 years old: 29.3%
  • 25-34 years old: 33.8%
  • 35-54 years old: 24%
  • 55+ years old: 6%

11. Instagram is the most popular social media app for teenagers.

Another great stat to know if your target age group is around the teens. Instagram beats Facebook, Twitter, and Snapchat as the most popular app for teenagers overall.

Instagram is the most popular social media platform overall for teens

12. The United States has the biggest Instagram user audience.

The top five countries using Instagram are the USA (130 million), India (100 million), Brazil (91 million), Indonesia (73 million), and Russia (51 million). This Instagram statistic proves the platform’s worldwide reach.

13. Gender demographics are pretty equal.

In 2020, Statista reported that 51% of Instagram users identified as female and 49% identified as male. The distribution is pretty equal in comparison to other platforms such as Facebook (44% female, 56% male) and Twitter (35% female, 65% male).

Instagram users by gender


14. Posts with images receive more engagement.

Images receive 28% more engagement (in the form of likes) than video posts. Videos usually require more time to watch, resulting in a quick swipe from Instagram users on-the-go.

15. How-to videos are the most popular video content.

If you’re determined to post a video or two, here’s a statistic for you: studies show that DIY or how-to informational videos are the most popular on Instagram.

16. User-generated content (UGC) posts are more popular than non-UGC posts.

When a company posts photos or videos taken by real customers, it makes them appear more credible and genuine. These posts can go hand-in-hand with a testimonial or review from a customer to prove how great the product or service is!

UGC instagram post
Burt’s Bees Instagram UGC Post

17. Posts that include faces do better than those without faces.

Everyone loves to see a friendly face, including Instagram users. Posts with faces in them receive 38% more likes than those without.

18. Posts with a location tagged do better.

An easy way to share where your business is located or to increase profile visits based on users around your location is to use geotagging on Instagram. It’s a great way to increase engagement and interactions from users.


19. 8-14 hashtags is ideal per post.

Instagram allows you to use up to 30 hashtags on your posts. Too many hashtags can seem desperate, while too little won’t get you enough attention. Using hashtags might seem kind of complicated, but this statistic helps: 8-14 seems to be the ideal number of hashtags per post.

Hashtags on Instagram

20. Most hashtags on Instagram are branded.

Branded hashtags (like #ShareACoke by Coca-Cola) are an easy way for Instagram users to engage with your brand. 7 out of 10 hashtags that exist on Instagram are actually branded hashtags.

21. Posts with at least one hashtag average 12.6% more engagement than those without.

Even if you don’t use the recommended 8-14 hashtags per post, just one is enough to boost engagement for your business.

22. The more specific, the better.

Longer hashtags that are more specific tend to do better than short, generic ones. For example, the hashtag #burger has more than 17 million posts, but #bestburgerever has significantly less, around 65 thousand. More specific hashtags make your posts easier to find.


23. 1/3 most viewed stories on Instagram are from business profiles.

If there was only one statistic to prove that your business needs to post Stories, it’s this one. Instagram users are watching business stories, and yours should be one of them.

24. Brands that use stories are seen more.

Instagram stories statistic
Instagram Stories statistic

This chart shows that 19% of brand engagement on Instagram comes from Stories. That may not seem like a lot, but if you aren’t posting stories, that means you’re missing out on that 19%. Stories can be a great way to promote products, share contests, or advertise a time-sensitive deal without cluttering up your regular feed.

25. 500 million users watch Instagram Stories every day.

Half of Instagram’s total users are watching Stories. The number of viewers has only increased since Stories were introduced in 2016. This means they are a great way to increase brand awareness!

26. 59% of Millennials and 70% of Gen Z-ers watch Stories.

If your target audience are Millenials and Gen Z-ers, or you’re looking to expand your audience to include these groups, then Instagram is the way to go. More than half of each demographic watches Instagram stories.

Advertising on Instagram

27. Instagram ads have a potential reach of almost 850 million users.

While Instagram ads can be slightly costly compared to other platforms, this statistic alone shows their worth. Imagine your business being able to reach 850 million users… what a dream!

Instagram ad
Instagram ad example

28. 30% of users have bought something they discovered on Instagram.

Conversion rates on Instagram are impressive. 1/3 of Instagram users say they have bought something that they first saw on Instagram.

29. 65% of consumers visit brand websites after seeing a product on Instagram.

Instagram can help with other marketing goals, like website traffic. More than half of consumers using Instagram report that they visit a website or app after seeing a product on Instagram.

30. More than 2 million advertisers are using Instagram monthly.

Whoever your competitors are, they’re probably advertising on Instagram. With over 2 million advertisers, there are lots of options for Instagram’s population to choose from. Make sure your company is one of them!

Final Words

Whatever world of business you’re in, from health & beauty, to real estate, you can use these statistics to grow your brand and make a lasting impression on Instagram.

If you’re still feeling slightly lost on your Instagram journey, you can always turn to us here at K6 for help!

Get a free marketing proposal

Our proposal’s are full of creative marketing ideas you can leverage in your business. Everything we’ll share is based on our extensive experience & recent successes we’ve had.

Exclusive Facebook Ads Insights

Gain access to the most exclusive Facebook ads insights from our team of experts for free. Delivered every month, straight to your inbox.