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.

Bar Graph: Top Social Media Monthly Traffic in Billions according to Statista

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.
Most-Followed Retail Brands on Instagram
Brand Account Total Followers


Average Daily New Followers


@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.
Most-Followed Retail Brands on Instagram
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.

Bar Graph: Most-Followed Brands' Daily Instagram Follower Growth according to Instagram

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.

Pie Chart: Instagram User Age Groups according to Statista

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.

Grouped Bar Graph: Instagram Quarterly Advertising Revenue in Billions according to Statistia

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.


  1. Instagram Business
  2. Statista, Instagram
  3. U.S. Securities and Exchange Commission, Meta
  4. Instagram
  5. Wikipedia
  6. Blogging.org, 10 Most Followed Brands on Instagram
  7. Products Up, Social Commerce on Instagram
  8. Social Media Examiner, Social Media Marketing Industry Report
  9. SendPulse, What is Instagram eCommerce: Complete Guide
  10. Hubspot Blog