Instagram by the Numbers: Stats, Demographics & Fun Facts

Total Number of Monthly Active Instagram Users 1 billion

Last updated: 9/17/18

Total Number of Daily Active Instagram Users 500 million

Last updated: 9/17/18

Instagram Stories Daily Active Users 400 million

Last updated: 9/17/18

Number of Photos Shared to Date 50 billion

Last updated: 9/17/18

Number of Businesses on Instagram 25 million

Last updated: 12/24/17

Number of Instagram Likes per day 4.2 billion

Number of Photos & Videos uploaded per day 100 million+

Last updated: 9/17/18


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Instagram Demographics

  • 68% of Instagram users are Females

  • 80% of Instagram users come from outside the U.S

  • 77.6 million Instagram users are from the US

  • Instagram is used by 31% of American women and 24% of men

  • Six in ten online adults have Instagram accounts

  • 32% of all Internet users are on Instagram

  • 59% of internet users between the ages of 18 and 29 use Instagram

  • 33% of internet users between the ages of 30 and 49 use Instagram

  • 38% of female internet users use Instagram

  • 26% of male internet users use Instagram

  • 72% of Teens use Instagram

Instagram Financials

  • An estimated 71% of US businesses are on Instagram in 2018

  • Instagram now has More Than 1 Million Monthly Advertisers

  • Instagram now has 8 Million Business Profiles

  • Having said that, they did start sponsored ads for big brands like Nike, General Electric, and Walt Disney and they certainly make a portion of their ad revenue from Instagram.

  • Instagram’s Mobile Ad revenue is expected to hit $7 billion in 2018

  • 78% of Influencers Prefer Instagram for Brand Collaboration

  • User-Generated Content Has a 4.5% Higher Conversion Rate

  • 55.4% of Influencers use Instagram Stories for Sponsored campaigns

Fun Facts

  • More than 50 Billion photos have been uploaded to Instagram so far

  • Posts With a Location Get 79% More Engagement

  • 7 out of 10 Hashtags on Instagram Are Branded

  • Photos With Faces Get 38% More Likes

  • Posts with at least one hashtag average 12.6% more engagement

  • Brazil ranked second in female user share, the country is home to the largest total Instagram user base in Latin America and second worldwide.

  • Instagram Users Engage More on Weekdays with Tuesday and Thursday showing most engagement

  • 50% of Instagram Captions & Comments Contain Emojis

  • Instagram Videos get 2 times the engagement of photos that any other social media platform

  • The most popular hashtags on Instagram are #Love, #Instagood, #Me, #Cute, and #Follow

  • Pizza is the most Instagrammed food globally, followed by Sushi.

  • Instagram influencers are charging up to $100,000 for a sponsored post

Note: Please link back to and this page when you reference/quote the statistic.

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