Highlights. Instagram has 2.0 billion monthly active users; 143.35 million Instagram users are in the United States.
- Over 1.72 billion or 70% of active users shop on Instagram.
- There are over 25 million registered businesses on Instagram.
- 90% of Instagram accounts follow at least one business.
- 83% of users search for new brands and products on Instagram.
- 71% of 18- to 29-year-olds use Instagram, and 59% of Instagram’s active users are under 35.
Instagram Brand Account Statistics
For brands, Instagram is an advertising tool and a point of sale.
- Nike is the most popular brand on Instagram in terms of account followers, with more than four times as many followers as the second-most popular retail brand, Victoria’s Secret.
- 33% of the most viewed stories come from business accounts on Instagram.
- The most-followed Instagram accounts for retail brands post an average of 2.01 times per day since their first post.
- Nike’s Instagram account had over 306 million followers in the first week of December 2023.
- Nike increased its Instagram followers by 49% in 2021.
- BMW and Mercedes Benz have the most Instagram followers of any automotive brand, with 37.8 million and 37.9 million, respectively.
- 89% of online furniture & appliance stores and 81% of food and personal care online stores use Instagram Shopping to connect with consumers.
- Over 75% of companies in the U.S. are expected to use Instagram.
| Brand Account | Total Followers
(millions) |
Average Daily New Followers
(thousands) |
|---|---|---|
| @nike | 306.55 | 71.74 |
| @victoriassecret | 76.33 | 48.19 |
| @zara | 61.76 | 17.48 |
| @chanelofficial | 59.31 | 18.02 |
| @louisvuitton | 54.91 | 13.64 |
| @gucci | 52.71 | 11.75 |
| @dior | 45.43 | 12.55 |
| @hm | 38.27 | 9.01 |
| @mercedesbenz | 37.98 | 8.99 |
| @bmw | 37.84 | 9.13 |
Instagram Post Statistics
The most-liked Instagram post is a photo of Lionel Messi with over 56 million likes.
- Carousel is the most popular post format; the average Instagram Carousel post reaches 2,325 users and gets 234 interactions (tags, likes, replies, etc.).
- The average image post reaches 1,850 users while the average video reaches 1,323.
- 87% of people admit that influencers inspired them to make a purchase on Instagram.
- Instagram brands that tag products in 2-or-more posts per day increased transactions by 117%.
- From January 2019 to December 2022, @world_record_egg’s only post gained 56.1 million likes and 3.3 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 December 2022, the Gomez Coca-Cola ad had 6.7 million likes.
- 47% of marketers use Instagram Shop features in posting.
| Brand Account | Average Daily Posts | Date of First Post |
|---|---|---|
| @nike | 0.36 | 1/19/2012 |
| @victoriassecret | 2.44 | 7/9/2019 |
| @zara | 1.27 | 2/11/2014 |
| @chanelofficial | 1.77 | 10/13/2014 |
| @louisvuitton | 1.86 | 9/29/2012 |
| @gucci | 0.02 | 6/20/2011 |
| @dior | 3.15 | 11/15/2013 |
| @hm | 1.87 | 2/17/2012 |
| @mercedesbenz | 4.76 | 3/8/2012 |
| @bmw | 2.61 | 5/30/2012 |
Instagram Shopping Statistics
Brands and marketers use sponsored content and advertisements as well as Instagram shopping tools that include Shoppable Posts, Instagram Checkout, and Live Shopping.
- 61% (#1) of Instagram users are more likely to shop for a brand or company if their ad includes product tags.
- Roughly 200 million Instagram users tap on a shopping post or business profile daily.
- 11% of all social media users in the U.S. shop on Instagram.
- 24.5% of all consumers have made retail purchases on Instagram.
- Online video shopping event audiences are 178% more likely to shop on social media platforms than consumers who don’t participate in online video shopping.
- Online video shopping event audiences are 241.2% more likely to purchase clothing than any other item during an event.
- 78% of marketing firms utilize Instagram for business.
Instagram User Statistics
While 30% of Instagram users do not regularly use the app for shopping, shoppable posts, and sponsored content may still appear on a user’s feed.
- 62.1% of Instagram users are active daily.
- 81% of Instagram users use the app to research new products or brands.
- 60% of users have discovered a new regular-use product or brand on Instagram.
- 143.35 million Americans use Instagram, making it second only to India in terms of audience size.
- About 11% of social media users in the U.S. shop on Instagram each day.
- 56.9% of Instagram users identify as female; 43.1% identify as male.
- 70% of Instagram users say they like or at least don’t mind video ads.
- 91% of Gen Z users use Stories weekly.
Instagram User Age Group Statistics
Instagram is the most popular app among Gen Z and Millennials though users under 18 are significantly less likely to view influencer content than 18- to 24-year-olds
- 58.5% of Instagram users in the U.S. are under 35 years old.
- 27.4% of Instagram users are aged 25 to 34 years, making them the largest age group among users.
- 25.1% of Instagram users belong to the second-largest age group, 18- to 24-year-olds.
- 18.3% of users are 35 to 44 years old, 11.2% are 45 to 54 years old, 6.8% are aged 55 to 64 years, and 4.7% are aged 65 years and older.
- 6% of Instagram users are between the ages of 13 and 17.
- 71% of 18- to 29-year-olds use Instagram.
- 48% of 30- to 49-year-olds and 29% of 50- to 64-year-olds use Instagram.
- 57% of 18- to 24-year-olds view more than 10% of influencer content.
Instagram Advertising Statistics
Most of Instagram’s revenue comes from sponsored content or traditional advertising.
- Ad revenue on Instagram totaled $33.25 billion in 2022, up 25.7% year-over-year (YoY).
- Instagram ad revenue for 2021 totaled $26.5 billion, up 52.1% YoY.
- 79% of social media marketers use Instagram.
- 37% of marketers develop the most loyal consumers from Instagram.
- 22% of social media marketers use Instagram as their preferred method of advertising.
- 56% of marketers plan to increase their efforts on Instagram for their businesses over the next 12 months.
- Parent company Meta Platforms, Inc. reports 98% of its revenue comes from advertising.
- Instagram’s advertising revenue in 2021 totaled $26.46 million.
- Advertising revenue from Instagram represented 51.78% of Meta’s total advertising revenue in 2021.
- Instagram has remained most important to roughly 23% of marketing firms over the past 3 years, while Facebook has seen a steady decline in marketing popularity since 2019.
The following data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- Instagram Business
- Statista, Instagram
- U.S. Securities and Exchange Commission, Meta
- Wikipedia
- Blogging.org, 10 Most Followed Brands on Instagram
- Products Up, Social Commerce on Instagram
- Social Media Examiner, Social Media Marketing Industry Report
- SendPulse, What is Instagram eCommerce: Complete Guide
- Hubspot Blog