Instagram in 2023 is a rapidly evolving social platform, with options altering and transferring and disappearing at a typically dizzying fee.
Quite than chasing platform updates from Meta, floor your self in arduous information that exhibits what precisely Instagram is true now and the way it’s prone to change within the yr to come back.
These 34 Instagram statistics paint an image of a platform with a shifting viewers that’s nonetheless holding its personal in a crowded social panorama. You’ll discover some priceless insights for planning your Instagram advertising and marketing technique this yr.
Bonus: Download a free checklist that reveals the exact steps a fitness influencer used to grow from 0 to 600,000+ followers on Instagram with no budget and no expensive gear.
1. Instagram is the 8th most visited website on the planet
In keeping with Semrush, primarily based on whole web site visitors, Instagram is without doubt one of the world’s high 10 most-visited web sites globally, with 4.25 billion whole visits monthly.
Importantly, whereas most customers login by the cellular app, this stat is an effective reminder that individuals could also be viewing your posts on their desktops or laptops, too. Which means you’ll be able to’t depend on everybody seeing options which can be solely accessible within the app, like product tags. It’s value mentioning product names in your captions so internet customers can observe them down in the event that they’re impressed to purchase.
Fb, Youtube and “climate” all beat out Instagram, however contemplating that Insta is primarily accessed by the app, that is a powerful quantity and extra proof that your viewers is likely to be viewing your content material by a browser — whether or not a cellular one or on their pc.
Solely Fb, Youtube and WhatsApp beat out Instagram by way of every day international lively customers, as Instagram clocks in at a powerful 1.386 billion individuals.
For now, it’s beating out TikTok, Twitter, Pinterest and Snapchat, however 2023 can be a yr of massive change, as TikTok is gaining floor quick.
4. Simply 0.1% of Instagram users solely use Instagram
The chance that an Instagram person additionally has an account on one other social platform is 99.9%. 83% of Instagram customers, for instance, are Fb customers, whereas 56% are additionally on Twitter and 52% additionally use TikTok.
(Conversely, 81% of TikTokers additionally use Instagram.)
What does this imply for entrepreneurs? You’re doubtless reaching the identical individuals throughout totally different platforms. Ensure your content material is exclusive, participating, and related for followers on every platform with a strategic cross-platform campaign.
5. Instagram is the most-downloaded app on the planet
TikTok is available in at second place, adopted by Fb and WhatsApp. Contemplating the Instagram app has been round since 2010, that’s a powerful spot on the obtain charts.
We mentioned above that 1.386 billion use Instagram every day – however greater than 2 billion now use the platform month-to-month, based on the most recent Meta earnings name.
We’ll dive into how a few of the top demographics that make up that massive person base within the following Instagram customers statistics.
And 47.8% feminine. (For now, female and male are the one gender choices accessible for Meta reporting.)
It is a change from earlier years, when the viewers was barely dominated by ladies. It’s an essential platform regardless of which gender(s) you’re making an attempt to succeed in.
8. 47% of American adults use Instagram
Pew Analysis discovered that just about half of People aged 18+ use Instagram. And Forrester discovered that 40% of U.S. adults use Instagram at the least weekly. Message to entrepreneurs: It’s not all about Gen Z. That mentioned…
International web customers aged 16 to 24 want Instagram to all different social platforms — even rating it above TikTok. If that’s an age cohort you’re seeking to attain, Insta is the place to be.
It’s additionally the favourite platform for ladies aged 25 to 34, though males in that cohort want Fb.
10. 61% of 12-to-17-year-olds use Instagram weekly
That’s a rise of 4 share factors from final yr. In the meantime, Fb use on this demographic is declining (to 40%), and TikTok use is rising quickest of all (to 69%).
Social media use is clearly shifting on this demographic, so if you happen to’re advertising and marketing to youngsters, you’ll want to remain in your toes. A strong social listening strategy may help.
It is a nice reminder that Instagram provides entry to a worldwide viewers, with 249 million customers logging in from India (adopted by the U.S. at 147 million).
Within the third place spot, you’ll discover Brazil, with 117 million customers, adopted by Indonesia and Turkey.
That is essential info when excited about how you can define your target audience on Instagram, and how much content material to create.
12. Customers spend a median of 11.7 hours/month on Instagram
It ranks fifth amongst social platforms, behind YouTube, TikTok, Fb, and WhatsApp. However regardless of the way you slice it, that’s nearly half a day each month spent consuming content material on the platform.
13. People spend 30.1 minutes per day on Instagram
That’s precisely tied with Fb, however behind TikTok, YouTube, Twitter, and Snapchat.
Let’s put that into context:
14. Instagram accounted for 17% of the time U.S. adults spent on social media in 2022
eMarketer expects this to develop to 18.6% in 2024. In 2022 Instagram nonetheless beat TikTok for share of time spent, however by 2024 they’ll be tied.
This chart exhibits how rapidly issues can change on the social media entrance, with TikTok popping out of nowhere. For now, TikTok’s beneficial properties appear to be coming from a lack of time spent on Fb, relatively than consuming into Instagram’s share (which continues to develop).
Nonetheless, it’s a superb reminder that it’s best to by no means change into overly reliant on a single social platform or technique. Unfold your eggs over a number of baskets to assist future-proof your social marketing strategy.
For reference, you’ll be able to doubtlessly attain 1.32 billion customers on the principle feed. Does that imply major feed is a greater advert guess? Not essentially. All of it relies upon the place your viewers spends most of their time.
Instagram analytics may help you determine whether or not Tales or major feed posts get extra consideration out of your viewers. Whereas this isn’t the one issue to think about when planning Instagram ad placement, it’s a helpful data point to have readily available.
There’s an essential lesson right here for overworked social media managers: Give your self a break. If the most lively manufacturers are posting tales about each different day, you’ll be able to really feel assured saying no to a boss who expects every day Tales content material.
Once more, for reference, feed advertisements can attain as much as 1.32 billion, and Tales advertisements can attain as much as 996 million. Count on this to alter within the coming yr as Reels advertisements change into extra mainstream.
18. Individuals reshare Reels 1 billion times a day by DMs
By means of DMs! Dark social is actual. Reels are properly established as one of the best Instagram floor for getting in entrance of Instagram customers who don’t already observe your account. That is simply one other method through which Reels can develop your attain.
19. Reels take up 30% of the time individuals spend on Instagram
And this quantity is rising quick, up 50% from the 20% reported in Meta’s Q2 2022 earnings name. For those who don’t but have an Instagram Reels strategy in place, make 2023 your yr to interrupt into the short-form Instagram video scene.
20. 21% of U.S. Gen Z adults use Reels weekly
Instagram Reels statistics for Gen Z use pale compared to the 53% of the identical demographic who use TikTok each week. But it surely’s nonetheless a considerable portion of younger individuals consuming short-form video on Instagram.
This, mixed with the Instagram person statistics above that confirmed substantial overlap between Instagram and TikTok audiences, means you’ll be able to’t get away with simply posting your TikToks to Reels and hoping for one of the best. Simply to drive it dwelling once more, it’s at all times a finest observe to create distinctive content material for every platform.
21. Reels accounted for 5.4% of Instagram ad impressions between Thanksgiving and Cyber Monday
That’s nonetheless a small share, nevertheless it’s an astonishing improve from simply 0.9% throughout this extremely essential procuring interval final yr. Reels advertisements are nonetheless comparatively new and provide a superb probability for experimentation and testing.
22. 15 of the top 20 most used songs globally on Instagram Reels are by Indian artists
We mentioned above that India has extra Instagram customers than another nation, which actually contributes to this statistic.
Instagram analytics may help you perceive the place your individual viewers is predicated. Don’t assume your followers all dwell in the identical nation (and even continent) as you do, or that their cultural experiences are the identical as your individual.
Social is a worldwide medium, which is all of the extra motive to create a diverse social team inside your group.
23. Instagram is the #1 social media platform for individuals to attach with manufacturers
This stat comes from a Meta-commissioned Ipsos Advertising and marketing examine. The precise phrasing is “individuals surveyed mentioned Instagram is the #1 place to maintain up with their favourite manufacturers in comparison with different platforms.” What precisely this implies could also be open to interpretation, nevertheless it actually exhibits that individuals excited about your model look forward to finding you on Instagram.
In fact, this varies considerably by business. Listed here are some industry-specific Instagram follower growth stats benchmarks:
- Training: 0.03%
- Leisure and media: -1.59%
- Monetary companies: -0.07%
- Meals and beverage: -0.88%
- Actual property: -0.06%
- Retail: -0.37%
- Journey/hospitality/leisure: 0.33%
Discover that progress is unfavorable proper now for a lot of industries – so don’t be alarmed if you happen to’ve seen your individual follower depend drop a little bit in current months. To counteract the pattern, take a look at our ideas for growing your Instagram followers here.
To interrupt that down: for the common Instagram Enterprise account, 48.9% of all major feed posts are images, whereas 31.8% are movies and 19.3% are carousel posts.
It’s value noting that the proportion of video posts nearly doubled from 16.3% final yr. For those who’re nonetheless targeted solely on images when posting on Instagram, it might be time to modernize your content material technique.
26. The average engagement rate on Instagram business account posts is 0.54%
That skews a little bit larger on video posts (0.61%) and a little bit decrease on images (0.46%), however if you happen to’re beating that benchmark of 0.54%, pat your self on the again.
Curiously, engagement fee adjustments together with a model’s Instagram follower stats. As manufacturers develop their followers, engagement charges sometimes dip. Our digital trends report revealed the that enterprise accounts with fewer than 10K followers loved larger engagement charges than manufacturers with 100K+ followers.
On the lookout for inspiration to develop your engagement past that? We’ve got you covered with Instagram engagement tips right here.
27. 35% of Instagram users will make a purchase order on the platform in 2023
That’s simply behind Fb and TikTok, each of which is able to see a purchase order share of 37%.
However percentages don’t inform the entire story due to the various person numbers for every platform. Right here’s the way it breaks down by way of precise individuals making purchases on every social community:
Needless to say buying behaviors additionally fluctuate by demographic. For Gen Z, Instagram is the top social commerce platform.
28. 15% of U.S. shoppers begin their on-line procuring searches on Instagram
TikTok made information this yr as the popular search engine amongst youthful Web customers. However for now, Instagram nonetheless ranks larger as a platform for beginning a web based procuring search. For comparability, TikTok is the platform of alternative for 11% of People starting their procuring searches.
29. Instagram accounts for 7.51% of web traffic referrals from social media
Which may not sound like lots, nevertheless it’s really the third-ranked platform behind Fb and Twitter. (Fb is the runaway chief on this class with 71.64%.)
The extra essential element right here is that Instagram’s share of internet visitors grew 88.2% final yr, whereas Fb’s shrank 0.8%. Instagram used to have an actual scarcity of how to hyperlink out to web sites, however that’s dramatically modified with procuring options like hyperlink stickers and tags. Look ahead to this determine to proceed to develop.
30. Solely 25% of Instagram customers suppose the the platform protects their privateness and information
That’s a big drop from 41% in 2020. Oddly, on condition that Instagram falls below the Meta umbrella, it’s nonetheless trusted by extra individuals than Fb (18%).
That is essential for entrepreneurs as a result of belief is a vital aspect of social commerce.
Not surprisingly, the proportion of people that say they really feel secure utilizing the platform can also be dropping, from 50% in 2020 to 36% in 2022. That places it about in the course of the pack in the case of social belief.
Listed here are the specifics of the way it breaks down by age and gender.
32. Instagram advertisements can attain 76% of the inhabitants aged 13+ in Turkey
That’s the very best advert penetration on the planet, adopted by 66.5% in Argentina and 65.9% in Brazil.
For comparability, Instagram’s advert penetration within the U.S. is 51.4%. The UK and Canada are available in at 51.9% and 49.4%, respectively.
But once more we see that whereas Instagram is a worldwide medium, it’s not the identical across the globe.
That’s nonetheless behind Fb’s $71.32 billion, however Instagram’s share of the Meta promoting pie is rising steadily.
That’s as a result of Fb’s advert revenues are falling, whereas Instagram’s proceed to extend. eMarketer predicts Instagram’s advert income will develop 12.1% this yr whereas Fb’s falls 1.2%.
34. Instagram advertisements’ CPM increased 17% in Q3 2022
Within the final two years, they elevated 55%.
It’s getting costlier to succeed in your viewers by Instagram, which makes it ever extra essential to grasp your viewers and benefit from the accessible ad targeting options.
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