Instagram User Statistics
2 billion monthly active users as of 2024. (Statista, 2024: Most popular...)
The top country for Instagram users is India, with 360 million users, followed by the United States (169 million) and Brazil (134 million). (Statista, 2024: Leading countries...)
Instagram’s user base is massive, appealing especially to younger audiences. Over 31% of users fall between the ages of 18 and 24, while 30.6% are between 25 and 34. These numbers highlight Instagram's reach among Millennials and Gen Z, making it a strong platform for brands targeting a younger audience. (Statista, 2024: Distribution of...)
Instagram Reels Statistics
Reels, with an engagement rate of 6.92% in 2024, saw a significant increase from 4.5% in 2023. (Statista, 2023-2024: Average engagement...)
Reels reached more users than any other content type, even as the platform's overall reach declined.
Reels continue to be a top choice for Instagram users and marketers alike, with the format seeing an increase in engagement rates over the past year. For brands and creators looking to boost visibility, Reels are proving to be highly effective, especially with their reach surpassing other formats.
Instagram Stories Statistics
Instagram has 500 million daily active Stories users as of 2019 (Statista, 2016-2019: Number of...).
Stories’ format is ideal for quick, engaging updates.
Stories remain a popular feature, competing directly with Snapchat’s disappearing content. This feature gives brands a more casual, immediate way to engage users, as it allows content to be shared with a “live” feel that users find compelling.
Instagram Photo Post Statistics
As of February 2024, photo posts generate the highest follower engagement at 2.69%, followed by video posts at 2.21%, and carousel posts at 1.16%. (Statista, 2024: Average Instagram...)
Engagement metrics show an average of 15.66 comments, 513.37 likes, and 19.79 saves per post. (Statista, 2023-2024: Average engagement...)
Despite the rise of video formats like Reels, image posts still drive the highest engagement, making them a powerful tool for content creators and marketers.
Instagram Carousel Statistics
Carousels achieved the second-highest reach on Instagram in 2024, with 7.8 users per post, behind only Reels. (Statista, 2023-2024: Average user...)
Carousel posts generated a 1.16% engagement rate, lower than photo posts (2.69%) and video posts (2.21%). (Statista, 2024: Average Instagram...)
Engagement rates for carousels slightly decreased from 10.59% in 2023 to 10.15% in 2024, but they still outperformed other post types (Statista, 2023-2024: Average engagement...). Interestingly, carousel posts containing videos received the highest median number of comments (26.07) compared to other types as of July 2020. (Statista, 2020: Median number of...)
Post Engagement by Format
Reels maintained the highest engagement despite declining reach overall.
Engagement for Carousels and Single Images declined between 2023 and 2024. (Statista, 2023-2024: Average user...)
For 2024, engagement with Reels outperformed single images and carousel posts. This shift suggests users are more inclined to engage with video content than static images, an insight marketers can leverage for greater user interaction.
Preferred Content Types on Instagram
50% of weekly users want to see funny content, while 46% prefer creative content. (Statista, 2023: Preferred types...)
Humour and creativity are highly valued by Instagram users. Brands aiming to connect effectively should use these content types to appeal to user preferences and maximise engagement.
Instagram for Marketers
79% of global marketers use Instagram for advertising (Statista, 2024: Leading social...).
Ranked as the second most popular platform for advertising, just after Facebook. (Statista, 2024: Most important...)
Instagram remains a go-to platform for marketers. Compared to LinkedIn, YouTube, and TikTok, Instagram offers high engagement, making it a prime choice for brand visibility and customer interaction.
Instagram for Influencers
Influencers with smaller followings see higher engagement rates, while larger influencers (1M+ followers) generally have lower engagement. (Statista, 2022-2023: Engagement rates...)
Fraudulent influencers make up a significant portion, with 22% of influencers having fake followers. (Statista, 2022-2023: Share of...)
Micro and nano-influencers often get higher engagement than bigger accounts, making them great for brand partnerships. However, the rise of fake accounts is a concern, so marketers need to carefully check influencers for authenticity.
Instagram in B2C and B2B Marketing
Instagram is the most used platform for B2C marketing alongside Facebook and TikTok, while B2B marketers focus more on LinkedIn.
90% of B2C marketers list Instagram as a top platform for reaching consumers, with 68% of B2B marketers using it for brand-building purposes. (Statista, 2024: Most used...)
Instagram works well for both B2C and B2B, though it’s especially strong for consumer-focused brands. This difference helps brands tailor their strategies to connect better with their audience on Instagram.
Instagram remains a key platform for users and marketers, providing great opportunities with Reels, Stories, and influencer partnerships. The 2024 statistics show Instagram's success in connecting with a young, global audience that enjoys funny and creative content. By keeping up with these trends, brands can adjust their strategies to meet the latest preferences and insights for a successful year.
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