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30 Instagram Statistics You Need to Know to Target the Right Audience in 2021

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30 Instagram Statistics You Need to Know to Target the Right Audience in 2021

Generally speaking, most people were using Instagram as a platform to follow their passions, post photos, videos, and to keep in touch with friends.

Things have changed, and now from global brands to entrepreneurs, this platform became an opportunity for everyone to reach and engage with their audience.

With 1 billion users, and more than 500 million active daily users in Stories, Instagram continues to grow as one of the most popular social media platform.

Today, I'm going to share with you 30 Instagram statistics every marketer needs to know in 2021!

Ready to learn more? 🤓

Let's dive in!

2021's Instagram stats you should know to get better at targeting the right audience

  1. Instagram usage stats
  2. Instagram stats for business
  3. Instagram demographic stats
  4. Instagram advertising stats
  5. Instagram engagement stats
  6. Instagram content stats

1. Instagram usage stats

Every day people are spending at least five minutes on Instagram. Whether they are at work or in traffic, have a break or are at a meeting.

People want to know, or it is just curiosity related to what’s new, what their friends are doing or what their favorite brand has posted.

Here’s a list of some more specific Instagram usage statistics:

1. 500 million Instagram accounts use Instagram Stories every day

Creating Instagram Stories can be a fun activity with a lot of benefits for your brand.

According to Instagram, there are 500 million daily active Stories - as of January 2019 - and with this feature, you can easily promote products or services, tools or engage with your community.

👉 Benefits of using Instagram Stories:

  • Generate leads with the Stories' features.
  • Your Instagram Stories don’t have to be as polished as in-feed content.
  • Constantly evolving and expanding features.
  • Drive conversations with your audience.

Stories are an important element of your business

2. 80% of Instagram users live outside of the US

For international brands or brands just outside of the US, you’ll be happy to know that Instagram has active users around the world.

This stat is also important for brands who don’t serve customers in other countries. Just because they may not buy from you, it doesn’t mean they can’t support or promote your page.

Keep in mind that some of your customers in the US may be from other parts of the world.

According to statistics, 80% of Instagram users live outside of the US.

3. Instagrammers share 95 million posts per day

Users share an average of 95 million photos and videos per day, according to Instagram. With the steady increase in users, this number is sure to grow in coming years.

Once you have created the content, you can repurpose it on Facebook, Messenger, Twitter or LinkedIn.

4. Most Instagram users came from the US

With 110 million users accessing Instagram, US ranks 1st in the top of the countries with the most Instagram users. Brazil was ranked second, followed by India, and Indonesia.

Most Instagram users are from US

5. Instagram is the first platform when it comes to photos

There are a lot of social media platforms: Facebook, Twitter, Youtube, and yet people prefer Instagram when it comes to photos, and videos.

According to Statista, in February 2019, Instagram ranked first among social media poll for viewing photos.

Instagram is the first platform when it comes to photos

6. Cristiano Ronaldo - the most popular Instagram account in 2019

Wondering who is the most popular instagram account? If we exclude Instagram official account, Footballer Cristiano Ronaldo is the most followed person on Instagram.

On the 3rd and 4th place are the singers: Ariana Grande and Selena Gomez.

Here are the most popular Instagram accounts in 2019

7. The most liked Instagram posts of all time was the photo with the egg

Take a look at this graphic: according to Statista the most popular post by number of likes is the photo with an egg with 53.5 million likes, followed by Kylie Jenner's first photo of her daughter.

The most liked Instagram photo

8. Video posts receive 38% more engagement than image posts

Marketers can use the Instagram to talk with their fans and customers, to communicate their business' stories, and to express in a nice and visual way.

According to some stats, video posts receive 38% more engagement than image posts, so if you want to engage with your community - video is the key.

9. Posts with at least one hashtag receive an average 12.6% more engagement

Instagram hashtags are still an effective way to get more hearts, and comments on your Instagram posts.

Hashtags work like a call to action phrase where users can interact with different brands.

Studies show that posts with at least one hashtag receive an average 12.6% more engagement than posts without hashtags.

So it's  worth creating a hashtag strategy for your brand if you want to grow you account!

2. Instagram stats for business

Why use Instagram for business? 🤔

Let's find out together the answer to this question.

10. Influencer marketing leads to a 520% ROI

Using influencer marketing is becoming more popular by the year, and is one of the most effective ways to promote your company.

So effective that in 2018 companies who used influencers in their marketing efforts received a 520% return on investment, according to data shown by Small Biz Genius.

11. 80% of accounts follow a business on Instagram

People are curious to follow their favorite brand on Instagram, even more, they use this app to find out what's new in different industries.

More than 80% of Instagram users follow at least one business and 200 million users visit a business profile each day.

12. 83% of Instagrammers decide whether to buy a product or service after seeing it on the platform

With the help of the new Instagram feature - stoppable sticker, the possibility of purchasing something they like is more natural.

Visuals are essential, and according to Facebook 83% of Instagrammers say they discover new products and services on Instagram - Facebook, 2019.  

13. There are 25 million business profiles on Instagram

There are  25 million business profiles on this platform, and over 200 million users visit at least one business profile every day, according to Instagram.

Marketers are using this opportunity to promote everything from concerts, clothes, new restaurants, new articles or anything that can bring them a higher engagement rate.

14. From May 2018-May 2019 Adidas shared 42.5% video content on Instagram

Based on our Instagram data Adidas shared on Instagram 42.5% video content, 36.3% photos, and 21.2% carousel over the past year.

For the sports apparel brands, the focus is on videos.

👉 Here you can read the case study on sports apparel brands.

3. Instagram demographic stats

Understanding Instagram’s demographics is important for the audience's targeting and crafting your messaging.

15. 33.8% of U.S. Instagram users were between 25 and 34 years old

Lately, Instagram is focusing on a younger audience than Facebook or Twitter. Easy to use, with a higher focus on visuals, and lots of features, Instagram favors the young generation.

Keep in ming that with 1 billion users on the app, 33.8% are between 25 and 34 years old.

16. 15% of global active Instagram users are women between the ages of 18 and 24

According to Statista, this is how the distribution of Instagram users worldwide looks like:

Source - Statista

17. 52% of Instagram users are female

According to some stats, 52% of Instagram users are female and 48% of users are male.

This stat shouldn't be a surprise, as you may know, Instagram is a magnet for fashion, design, and beauty brands, which are often trying to target women to buy their products and clothes.

If you own a fashion or beauty brand, Instagram should be your number one platform.

52% of Instagram users are female - source Statista

18. National Geographic - the brand with the higher number of followers

In 2017, National Geographic was the number one brand on Instagram with 83.4 million followers.

In 2019, with 112 million followers, National Geographic remains the number one brand on this platform, followed by Nike with 89 million followers.

19. The heart is the most used emoji on Instagram

This year Instagram will release  230 new emojis including the waffle, the sloth and the wheelchair.

The most used Instagram emoji: ❤️

20. 64% of users are between 18 and 34

Over half of the user base are between 18 and 34. If your business share the same target audience, then Instagram should be your game.

64% of Instagram users are between 18 and 34

4. Instagram advertising stats

Instagram advertising is a method of paying the sponsored content on the Instagram platform to reach a larger and a more targeted audience.

21. Instagram ad revenue is at $7 Billion

These days, more and more businesses are starting to see the benefits of advertising on Instagram.

If we take a look the statistics Instagram is set to take almost $7 billion in ad revenue.

Instagram ad revenue chart

22. 25% of Instagram ads are videos

According to new data, a quarter of all Instagram ads are now videos – and fairly lengthy videos at that.

5. Instagram engagement stats

If you want to take your Instagram account to the next level of engagement, you have to spend time and put all your creativity in there.

Let's find out some of the most important Instagram engagement stats that every marketer needs to know in 2019.

23. Instagram has the highest engagement rates across all social media platforms

here are a huge number of social media sites around these days, but according to some studies, Instagram has the higher engagement rate, with 2-7% of users interacting with each post.

24. MAC Cosmetics - the most popular beauty brand on Instagram

With 22.1 million followers on Instagram, MAC Cosmetics was ranked first as the most popular beauty brand on Instagram, followed by Anastasia Beverly Hills, and Sephora.

25. 60% of the top brands on Instagram use the same filter across all images

The great thing about Instagram is that you don’t need to have the best camera, or the perfect photo. You can take advantage of the app filters, and change the photo the way you want.

As long as your profile looks clean, and people can see the advantage of following you, the engagement of your account will increase.

One of the best way to keep your account clean, and visually appealing is to use the same filter on each and every photo.

6. Instagram content stats

Writing content can be hard sometimes. You probably ask yourself: what photo should I choose? What caption should I write? This emoji or that? And the list can go on.

Knowing these Instagram content stats helps you plan your content strategy:

26.  Studies show that images with a single dominant color generate 17% more likes than images with multiple dominant colors.

27. Photos showing faces get 38% more likes than photos without.

28. Most used hashtags in 2019 are: #love, and #instagood.

29. Images featuring blue as the dominant color generate 24% more likes than images that are predominantly red.

30. Pizza (🍕) is the most popular Instagrammed food, behind sushi and steak.

Final thought

Knowing and understanding each of these Instagram statistics is useful, but it’s what you do with the information that makes a difference.

Any changes you make to your strategy won’t mean a thing unless you’re prepared to track the differences.

🤓PS. Have I missed something? Let me know in the comments below what Instagram stats do you think are more important for your social media strategy.

(Last update 20 Jun 2019)

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Maria Ganta

Maria Ganta

Online Marketing Expert @ Socialinsider

I'm a longtime fan of everything social; I love digging into data and showing brands how to use data to boost social media engagement. I can talk for hours about social media.

30 Instagram Statistics You Need to Know to Target the Right Audience in 2021
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