Highlights. Most Instagram users (83%) search for new brands and products on the platform.
- In a typical month, 130 million Instagram users tap on shoppable posts.
- 70% of global users shop on Instagram, surpassing 1.4 billion consumers.
- 46.8 million Americans shopped on Instagram in 2024.
- 90% of Instagram accounts follow at least one business.
- Social commerce sales on Instagram totaled $42.8 billion in 2025.
Instagram Shopping Statistics
Roughly 200 million Instagram users tap on a shopping post or business profile daily.
- 44% of Instagram users shop on the platform in an average week.
- 11% of all social media users in the U.S. shop on Instagram.
- 81% of Instagram users use the app to research new products or brands.
- 61% of users have discovered a new regular-use product or brand on Instagram.
- Over 75% of companies in the U.S. are expected to use Instagram.
U.S. Instagram Consumer Statistics
Each month, 21.9% of Americans use Instagram to browse or purchase products.
- 87% of Instagram users worldwide say they have taken action after seeing a product on the platform.
- 29% of consumers have made a direct purchase on Instagram (as opposed to following a link to another website or platform).
- 11.7% of American consumers browse products on Instagram each month.
- 5.6% of consumers search for product reviews on Instagram monthly.
- 4.6% of consumers purchase items on Instagram monthly.
- 44% of U.S. Instagram users search for product reviews and recommendations on the platform.
- 7% of Americans begin their online shopping searches on Instagram.
Instagram Consumers by Generation
46.1% of U.S. consumers born between 1997 and 2012 (commonly referred to as Gen Z) use Instagram to browse or purchase products each month.
- Gen Z consumers browse products on Instagram at a 22.3% higher rate than other generations.
- 37.7% of consumers born between 1981 and 1996 (commonly referred to as Millennials) shop on Instagram monthly.
- 18.5% of consumers born between 1965 and 1980 (commonly referred to as Gen X) shop on Instagram monthly.
- Only 2.1% of consumers born between 1946 and 1964 (commonly referred to as Boomers) shop on Instagram.
- 30.4% of Gen Z adults discover products on Instagram, a higher rate than on any other platform.
- 27% of Gen Z Instagram users in the U.S. search for fashion brands on the platform.
- 19% of Gen Z users search for gift ideas on Instagram; 12% search for consumer electronics.
Global Instagram Consumer Statistics
17% of e-commerce consumers worldwide shop on Instagram.
- 25% of global consumers aged 16 to 24 enjoy shopping on Instagram.
- 23% of consumers aged 25 to 34 shop on Instagram, making it the most popular social commerce platform for this age group.
- 63% of global Instagram users are under 35 years old.
- 18% of consumers aged 35 to 54 prefer shopping on Instagram, while only 5% of consumers over 55 agree.
Instagram Shopping by Category
Consumers are most likely to purchase clothing and apparel on Instagram with 46.5% of social media buyers purchasing monthly.
- Social media buyers are 12.0% more likely to purchase apparel on Instagram each month than on any other platform.
- 28.6% of social media buyers purchase food or beverages on Instagram monthly; 28.4% purchase beauty products.
- 12% of Instagram users search for fashion brands on the platform making it the largest search category.
Instagram for Business Statistics
Brands and marketers use sponsored content and advertisements as well as Instagram shopping tools that include Shoppable Posts and Instagram Checkout.
- 200 million businesses advertise on Instagram.
- 60% of Instagram users interact with at least one business or brand every day.
- 86% of online retailers in the U.S. use Instagram.
- 81% of online stores in the United Kingdom use Instagram; 75% of German online stores use the platform.
- Shoppable posts account for 33% of brand content on Instagram.
- 89% of online furniture & appliance stores and 81% of food and personal care online stores use Instagram Shopping to connect with consumers.
Instagram Brand Account Statistics
For brands, Instagram is an advertising tool and a point of sale.
- The most-followed Instagram accounts for retail brands post an average of 2.18 times per day since their first post.
- Among all Instagram business accounts, brands post an average of 1.70 times per day.
- Video accounts for 41.6% of main feed posts on Instagram brand accounts.
- 37.5% of posts on the average brand’s account are photos, and 20.8% are carousel posts.
- Nike is the most popular brand on Instagram in terms of account followers, with almost four times as many followers as the second-most popular retail brand, Victoria’s Secret.
- Nike’s Instagram account had over 298 million followers in February 2026.
- BMW has the most Instagram followers of any automotive brand, with 43.5 million.
| Brand Account | Total Followers (millions) | Average Daily New Followers (thousands) |
|---|---|---|
| @nike | 298.0 | 58.0 |
| @victoriassecret | 79.8 | 14.9 |
| @zara | 62.2 | 14.0 |
| @chanelofficial | 59.8 | 13.5 |
| @louisvuitton | 56.0 | 11.4 |
| @gucci | 51.5 | 9.58 |
| @dior | 46.9 | 10.5 |
| @bmw | 43.5 | 8.73 |
| @sheinofficial | 39.6 | 8.24 |
| @hm | 38.5 | 7.63 |
Instagram Marketing Statistics
78% of social media marketers use Instagram.
- 35% of marketers develop the most loyal consumers from Instagram.
- 25% of social media marketers use Instagram as their preferred method of advertising.
- 55% of marketers plan to increase their efforts on Instagram for their businesses over the next 12 months.
- Instagram has remained most important to roughly 24% of marketing firms over the past 6 years, while Facebook has seen a steady decline in marketing popularity since 2020.
- Instagram influencer marketing spend is expected to total $3.17 billion in 2025, up 43.4% from 2024 ($2.21 billion).
- An estimated 62.2% of marketers use Instagram Reels for influencer marketing, up 8.38% from 2024 (58.2%).
Instagram Ad Revenue Statistics
Most of Instagram’s revenue comes from sponsored content or traditional advertising.
- Advertising revenue on Instagram totaled $66.9 billion in 2024, up 34.3% year-over-year (YoY).
- U.S. ad revenue totaled an estimated $45.4 billion in 2024, accounting for 67.8% of global revenue.
- Global Instagram ad revenue for 2023 totaled $49.8 billion, up 35.0% YoY.
- Advertising revenue from Instagram represented an estimated 41.6% of Meta’s total advertising revenue in 2024.
- Parent company Meta Platforms, Inc. reports 98% of its revenue comes from advertising.
| Brand Account | Average Daily Posts | Date of First Post |
|---|---|---|
| @nike | 0.33 | 1/19/2012 |
| @victoriassecret | 2.31 | 7/9/2019 |
| @zara | 1.20 | 2/11/2014 |
| @chanelofficial | 1.76 | 10/13/2014 |
| @louisvuitton | 1.89 | 9/29/2012 |
| @gucci | 1.27 | 9/22/2025 |
| @dior | 3.24 | 11/15/2013 |
| @bmw | 2.69 | 5/30/2012 |
| @sheinofficial | 6.38 | 12/12/2012 |
| @hm | 0.76 | 8/29/2024 |
Instagram Post Statistics
33% of marketers use Instagram Shop features in posting.
- Brands that tag products in their feed posts increase sales by 37% on average compared to businesses that do not tag products.
- Reel is the most popular post format; the average Instagram reel post reaches 11,000 users and gets 690 interactions (tags, likes, replies, etc.).
- The average image post reaches 5,200 users and gets 383 interactions.
- The most-liked Instagram post is a photo of Lionel Messi with 74.8 million likes.
- From January 2019 to May 2025, @world_record_egg’s post of an egg gained 60.4 million likes and 3.8 million comments.
- A Coca-Cola ad featuring Selena Gomez was the most-liked post between July 2016 and February 2017 with 3.7 million likes.
- By May 2025, the Gomez Coca-Cola ad had 6.6 million likes.
Instagram User Statistics
Instagram has 3.0 billion monthly active users.
- 62.1% of Instagram users are active daily.
- Adult Instagram users spend an average of 33.1 minutes daily logged in.
- 181.8 million Americans use Instagram, making it second only to India in terms of audience size.
- 65% of global social media users have an Instagram account.
Instagram User Demographics
Adult users between the ages of 18 and 24 spend an average of 53 minutes per day on Instagram.
- 55% of U.S. Instagram users identify as female; 45% identify as male.
- 71% of 18 to 29-year-olds use Instagram, and 51.3% of Instagram’s active users are under 35.
- 30.4% of Instagram users are aged 25 to 34 years, making them the largest age group among users.
- 20.9% of Instagram users belong to the second-largest age group, 18 to 24-year-olds.
- 19.6% of users are 35 to 44 years old, 12.8% are 45 to 54 years old, 8.9% are aged 55 to 64 years, and 7.5% are aged 65 years and older.
The following data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
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