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Published on 22.02.2023 by Maiko Maisadze

Source: Quantum marketer


Instagram has always been committed to its mission to uplift the creators' economy to new heights. This has been a continuum year by year with evident improvements in their deliveries. In order to support influencers and creators, Instagram improved the creator marketplace functionality and introduced other valuable features. Some of these are subscriptions, a creator's portfolio, support badges, achievements, and reel bonuses. In this article, we will be taking a deep dive into Instagram statistics for 2023. 


We will take a closer look at the user statistics, demographics statistics, ad statistics, Instagram engagements, stories statistics, reel’s statistics, marketing and business statistics. Instagram continues to add value to its users with every update that is rolled out on the application. So instead of changing platform updates on Meta, equip yourself with raw data that shows exactly what Instagram is right now. You will also gain insight on how it is likely to change in coming years. 

Source: Earthweb


User statistics 

There are more than 2 billion active users on the application. About 1.4 million users use the application daily. According to the latest Meta earnings call, more than 2 billion people now use the platform on a monthly basis. This is quite impressive in relation to the constant competition Instagram faces from other social platforms. Let us look at the demographics that make up the wide range of users on Instagram. 


Demographics Statistics 


Male and female are currently the only gender options that are available for Meta reporting. The platform has a slightly higher number of male users compared to females. Instagram's audience is 52.2% male and 47.8% female. This is different from previous years, when the audience was a little bit more dominated by females. 

About 9.5% of Instagram users may be bots. This is 95 million of the user population. This on the average will cost marketers $1.3 billion. 


Of the 4.48 billion internet users worldwide, approximately 30.94% regularly use Instagram. 21% of Instagram users log in weekly, while 16% log in less often than that. 

Age Range

Instagram users between the ages of 16 and 24 prefer Instagram to all other social platforms. If that’s an age group you’d like to reach, then Instagram is the place you want to be. 

Women between the ages of 25-34 also prefer to use Instagram, although men in this age range prefer Facebook 

Pew Research also found that almost half of Americans aged 18 and older make use of the platform.

Gen Z: 61% of people between the ages of 12-17 use Instagram weekly. This is an increase of 4% from last year's statistics. This clearly shows that social media is shifting in this demographic. In summary, Instagram users are under 34 years of age. 


 India ranks for the highest location of most Instagram users in the world with 249 million population. This number is followed by the 147 million users who log in from the United States. Brazil comes in third place with 117 million, followed by Indonesia and Turkey. This information will help you know how to define your target audience on Instagram. 


Usage statistics 

Instagram is used by 25.31% of the world’s population. Instagram has experienced growing usage in the platform over the years with an annual increase of 5.79% from 2021. On the average usage time spent on the application, Instagram ranks fifth amongst all social platforms. YouTube ranks the highest under this. Instagram Users spend an average of 11.7 hours on the application in a month. If you do the divisions, that is almost half a day users spend on the platform consuming content. 


In 2022, Instagram ranked higher than TikTok in terms of stage time spent on the platform. However, e-marketers project that by 2024, they will be tied. 

Image Source: e marketer


Story Statistics 


The Instagram story fervor is still going strong, with 70% of Instagram users watching them on a daily basis, so now is a good time to start using Instagram stories in your marketing plan, if you haven’t already done so. 4% of Instagram users post stories daily. 


The daily active users on Instagram stories are 500 million. The potential audience that can view ads on Instagram stories is 996 million. To better explain this, you have the potential of reaching 1.32 billion users on your main feed. However, this does not necessarily mean that the main feed is better for placing ads. You just need to know where your audience spends most of their time. 


To get a good idea of which of these gets more attention from your audience, you can simply check your Instagram analytics. It will provide you with useful data to know the best place to leverage on on the platform. 


Brand Stories: 

Brands on average post 17 stories per month. This should encourage you to cut yourself some slack. Statistics show that even the most active brands do not post stories every other day. As a social media manager, learn from this and do not overwork yourself. 

Source: TechCrunch 


Reels Statistics 


The potential audience that views Instagram reels is 758.5 million users. As mentioned earlier, feed ads have the potential to reach up to 1.32 billion people and stories can reach up to 996 million people. It is expected for this to change in the coming years as reels are becoming more mainstream. These statistics show that reels have an average reach engagement rate of 1.95%. In total, 71.9% of the content on Instagram is photo posts. 



On average, people reshare videos 1 billion times a day through direct messages. Reels have been established as the best way to put your brand in front of people who do not already follow your account. This is important to note because this is another way through which you can expand your reach. If you haven’t started using reels to your advantage, now is the time to do so. 

Source: Waffle bytes


Average usage time: 

People scroll around watching reels most of the time they are on the platform.Reels take up to 30% of the total time users spend on Instagram. Based on statistics, this number is going up faster than expected. Therefore, if you do not already have a strategy in place for Instagram reels, then make 2023 your year to break into this fast-growing social scene. 


One way you can use these statistics to your advantage is to keep important story content in your highlights. By doing so, every time a new user visits your Instagram profile, they can check out relevant stories from the highlights. 


Business Statistics 

Instagram is ranked as the No. 1 social media platform for people to connect with brands. So if you are wondering if Instagram is even worth a shot for your business, Then the answer is an enormous yes! Instagram has created ways for business owners to expand their businesses online. You can create shippable feeds and also tag products on reels, stories, and posts. 


As a business owner, you can even optimize your bio with crisp descriptions. You can include a link to your business page and direct more people to your website. More than 25 million businesses use Instagram to advertise their products and services. 90% of accounts follow at least one business profile on Instagram. Monthly, over 150 million people use Instagram to relate directly with businesses. 36% of businesses use stories to promote their products. 


81% of Instagram users use the application to research new products and services. 98% of fashion brands make use of Instagram. 93% of marketers have used Instagram to gain more customers. 74% of marketers want to reach new customers, 69% want to improve brand awareness, and 46% want to host sales. A survey shows that 62% of users say they are more interested in a brand when they see it in their stories. 


Instagram engagement 

Engagement rates on Instagram are at a high level thanks to the power of reels. Instagram has moved from being a photo-only sharing app to a video-sharing platform. This made Instagram emphasize the use of both long-form and short-form video content. 


Statistics show the importance of using real faces in creating video content for promotion to generate high engagement. Since the introduction of video content on the platforms, Instagram has seen an 80% increase in the time users spend on the platform. 


Still on the emphasis on using real faces, statistics show that they perform almost 40% better than those without faces. The average engagement rate for photo posts is 0.81%, video post is 0.61% while carousel posts are 1.08%. Short-form video content (reels) has 22% more interaction on the platform than long-form video content. A total of 2 billion people interact with reels every month. 


The highest Instagram reels engagement rates are gotten by accounts with less than 5,000 followers, reaching up to 3.79% on average. Business accounts with less than 10,000 followers have a 1.11% engagement rate on average. Business accounts with followers ranging from 10,000 to 100,000 have an engagement rate of 0.93%. 


Likes & Hashtags

A total of 1.2 billion likes are received on Instagram every day. Users like 4.2 billion posts on Instagram on a daily basis. Longer captions get better engagement than shorter ones. Tagging a location in your posts also gets 79% more engagement than those without tags. 

Ad statistics 

Marketers sometimes rely on ads to reach a wider audience. They do this to outdo other business owners on the platform. Instagram provides you with a wide range of advertising features that help promote your business in a non-intrusive way. Your ads can be targeted at different demographics. However, before you start using ads, consider pitching your best-performing posts. 


Instagram ads have the potential to reach 849.3 million users on the platform. Marketers spend 69% of their budget on influencer marketing on Instagram. The revenue from Instagram stories ads is predicted to increase to $20.03 billion in 2023.


Here are up-to-date Instagram statistics for the year 2023. Use them to plan your posts, schedule your calendars, improve your business, and get the desired outcome from the platform.