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70 Instagram Statistics You Should Know in 2023

Arushi Monga
Written By

Arushi Monga

Published on

Last Updated

Instagram in 2023 is a dynamic and rapidly growing social media platform. It is used by millions of users worldwide, and it has become an essential platform for businesses to reach their target audience. The continuous introduction of new features makes Instagram one of the most adaptable social media platforms out there, but it can be quite demanding to stay updated. 

This is where Instagram statistics become valuable. Since its 2010 launch, Instagram has surged to over 2.3 billion active users, ranking it among the world’s top 5 social networking platforms. In fact, about a quarter of all active internet users worldwide use the platform each month!

As Instagram approaches its 13th anniversary this October, it remains vibrant and innovative, consistently rolling out fresh features and refining its algorithms. Furthermore, Instagram recently introduced a social media platform called “Threads”

To craft an effective marketing strategy for Instagram in 2023, it is essential to remain well-informed about its present conditions and emerging trends. In this article, we have explored a wide range of topics, including Instagram’s user demographics and optimal posting times on the platform.

Let’s dive right in, shall we? 

Click on a category below to quickly access the statistics: 

  1. Instagram Statistics 2023 (Highlighted Insights)
  2. Instagram Monthly Active Users (MAUs)
  3. Instagram’s Monthly Active User Statistics:
  4. Instagram’s Monthly Active Users (MAUs) Over the Years:
  5. Daily Active Users (DAUs) on Instagram
  6. Instagram Users By Country
  7. The Features of Instagram That Contribute to Its Growth
  8. Instagram Stories Statistics
  9. The growth rate of Instagram users over time
  10. Instagram bots
  11. Top Nations With The Most Instagram Users
  12. Instagram’s Rank Among the Social Media Giants
  13. Instagram Demographics
  14. Instagram Reel Statistics
  15. Instagram statistics for threads
  16. Average Number of Instagram followers
  17. Instagram Influencer Statistics
  18. Among the Top 50 Instagram Influencers, each has a following that is equivalent to the entire world’s population. 
  19. Most Followed Instagram Users (August 2023)
  20. 20 most popular Instagram posts
  21. Amount of Time Spent Each Day on Instagram
  22. Instagram Statistics for Businesses
  23. The Best Time To Post On Instagram (2023)
  24. Time Zones and How to Deal with Them
  25. Future Statistics for Instagram (2023)

Instagram Statistics 2023 (Highlighted Insights)

  1. Currently, Instagram boasts a user base exceeding 2.3 billion, and it’s anticipated to reach the 2.5 billion mark by the conclusion of 2023.
  1. In January 2023, India led with 231 million Instagram users globally, followed by the United States with 141 million and Brazil with 109 million. Indonesia, Turkey, and Japan rounded out the top six positions.
  2. As of January 2023, about 31% of global Instagram users were aged 18-24, 30.3% were 25-34, and 15.7% were 35-44.
  3. An estimated 95 million Instagram users could be bots, resulting in an annual cost of $1.3 billion for marketers.
  1. As of August 2023, in the United States, 27.4% of Instagram users were 25-34 years old, 25.1% were 18-24 years old, less than 6% were 13-17 years old, and those 65 and older made up 5.2% of users.
  2. On a typical day, the average Instagram user invests approximately 30 minutes of their time on the platform.
  1. In January 2023, about 17% of active global Instagram users were males aged 18-24. Over half of Instagram’s global user base is 34 or younger.
  2. In January 2019, Instagram had 500 million daily active Stories users, up from 400 million in June 2018. By 2022, over 900 million people were interacting with Instagram Stories.
  3. Based on information provided by Meta, their newly launched Threads app acquired 2 million users within the first two hours of its release.
  4. As of August 2023, Cristiano Ronaldo leads as the individual with the highest number of followers on the platform, amassing an impressive 603+ million followers.
  5. In August 2023, Virat Kohli led with 257+ million Instagram followers in India, while Priyanka Chopra Jonas held second place among actors with nearly 89+ million followers.
  6. In August 2023, India’s ruling political party, the Bharatiya Janata Party, had approximately 5.8 million followers on Instagram. Following closely was the Indian National Congress, with about 1.8 million followers.

Instagram Monthly Active Users (MAUs)

Instagram currently boasts a staggering 2.3 billion monthly active users, solidifying its position as the fourth most popular social media platform worldwide in terms of MAUs.

Projections indicate that by the close of 2023, Instagram’s user base is expected to surpass 2.5 billion. Remarkably, 47.84% of the world’s 4.18 billion smartphone users engage with Instagram on a monthly basis.

Instagram’s Monthly Active User Statistics:

  1. Instagram has 1.21 billion monthly users, accounting for 28% of the world’s internet users. By 2025, it’s expected to reach 1.44 billion, making up 31.2% of global internet users. 
  1. India led the world with a staggering 231.30 million Instagram users, making it the largest Instagram audience globally, followed by the USA with 159.80 million and Brazil with 120 million.
  2. Instagram is utilized by around 25.40% of the world’s population.

Here is the table displaying Instagram’s Monthly Active Users since 2013:

YearInstagram Monthly Active Users
2013110 million
2014200 million
2015370 million
2016500 million
2017700 million
20181 billion
20191.1 billion
20201.3 billion
20212 billion
20222.2 billion
2023 (projected)2.5 Billion
Sources: Statista, (Worldometers)

Instagram’s Monthly Active Users (MAUs) Over the Years:

Since its launch in 2010, Instagram stands as one of the world’s most successful social media platforms. As of January 2023, Instagram had over 2 billion monthly active users. 

  1. Instagram achieved the remarkable milestone of 1 million users in a mere 67 days.
  2. Instagram reached 10 million MAUs in 2011.
  3. In February 2011, Instagram’s valuation reached $25 million with the support of investors.

Daily Active Users (DAUs) on Instagram

Meta(formerly Facebook) recently revealed that a staggering 500 million people engage with Instagram every day, equivalent to one of every eight internet users checking in at least once within a 24-hour period. 

Key Insights on Instagram’s Daily Active Users (DAUs): 

  1. Instagram, with over 500 million Daily Active Users (DAUs), holds the second position in daily logins, just behind Facebook.
  2. Approximately 6.32% of the world’s population engages with Instagram on a daily basis.
  3. Every one of the 500 million users engages with Instagram Stories.

Instagram Users By Country

India leads with 231 million users, making it the country with the highest number of Instagram users globally. Following closely are the United States with 141 million users and Brazil with 109 million users. Together, these three nations comprise over 50% of Instagram’s worldwide user base.

Aside from Indonesia, Turkey, Japan, Mexico, Germany, the United Kingdom, and Italy, several other countries are also booming with Instagram users.

Below is a table displaying the countries with the highest number of Instagram users:

CountriesInstagram Users
India231 million
United States141 million
Brazil109 million
Indonesia106 million
Turkey56.4 million
Japan55 million
Mexico44 million
Germany34 million
United Kingdom33.5 million
Italy30.3 million
  1. Approximately 87% of Instagram’s 1.31 billion users, who could potentially be targeted with ads, reside outside of the United States. 
  1. It’s important to highlight that the Instagram user base in each country is experiencing rapid growth. For instance, the number of Instagram users in India has surged by over 50%.

Source: (Oberlo)

The Features of Instagram That Contribute to Its Growth

When we analyze Instagram’s Daily Active Users (DAUs) throughout its history, it becomes clear that the introduction of numerous exciting new features over the years has greatly contributed to the app’s user engagement. 

  1. In the fourth quarter of 2016, Instagram boasted 550 million monthly users. Surprisingly, at that time, only 100 million users were Daily Active Users (DAUs), roughly accounting for 18% of the user base.

Fast forward to the present day, and the landscape has transformed significantly. Today, thanks to the introduction of several remarkable user-centric features, over half of Monthly Active Users (MAUs) now engage with the app on a daily basis.

Let’s briefly discuss these features below: 

  • Instagram stories: A dynamic way to share photos and videos lasting 24 hours.
  • Instagram Television (IGTV): It allows users to upload longer videos, eliminating previous restrictions and providing more diverse content options.
  • Live Video: By live streaming videos, users can interact with and engage with their followers in real-time.
  • Reels: As a response to TikTok’s popularity, Instagram introduced Reels, allowing users to create 15-second videos.
  • Real-Time Translation: Instagram’s capacity to translate comments, captions, and bios in real-time has facilitated its expansion into non-English speaking countries, broadening its global reach.
  • Ephemeral Messages: After being viewed, Instagram’s messages vanish, ensuring privacy and discretion.
  • Feed Algorithm: Instagram’s feed is sorted using an algorithm that predicts which posts users will find most enjoyable, enhancing the user experience.

Instagram Stories Statistics

On August 2nd, 2016, Instagram introduced the Stories feature, taking on its rival Snapchat. It allows users to share video and photo sequences that vanish 24 hours after posting. Within a few months, 100 million users were using it daily.

Just 8 months after its launch, this feature surpassed Snapchat’s 150 million Daily Active Users (DAUs).

Below is the breakdown of Instagram Stories Daily Active Users:

YearInstagram Daily Active Users
2016 100 million
2017250 million
2019500 million
2022650 million
2023Over 990 million

More Instagram Stories Statistics: 

  1. When brands appear on Instagram Stories,70% of people become more interested in them.
  2. The most-loved Giphy in Instagram Stories is the “heart love sticker.
  3. Active brands typically share 10 Stories each month.

What does this mean for you? It’s fine to have some days without Instagram Stories on your content calendar.

The growth rate of Instagram users over time

  1. Every 4 to 9 months, the platform gains around 100 million new users (constant since 2014). 
  2. Between September 2017 and June 2018, the company gained 200 million new users. In 2019, the rate slowed to 6.7% from 6.8% in 2018.

Instagram bots

  1.  Instagram has 95 million bot accounts, indicating that 4.75 percent of its 2.3 billion MAUs are fake.
  2. Marketers lose $1.3 billion a year due to Instagram’s fraudulent bot accounts.
  3. Approximately 15% of influencers’ followers are fake.

Source: (Basic Thinking)

Top Nations With The Most Instagram Users

NationPercent Of Population 
Cayman Islands75.5%

Instagram’s Rank Among the Social Media Giants

  1. Instagram ranks 4th among the biggest social media networks globally with 2.3 billion active users.

Facebook’s parent company Meta owns four of the top six social networks (Facebook, WhatsApp, Messenger, and Instagram).

Social Media PlatformActive users (2023)
Facebook2.9 billion.
YouTube2.29 billion.
WhatsApp2 billion.
Instagram2.33 billion.
FB Messenger1.3 billion.
WeChat1.26 billion.
TikTok1 billion.
Telegram700 million
QQ606 million
Douyin600 million
Sina Weibo530 million
Snapchat514 million
Kuaishou481 million
Pinterest478 million
Reddit430 million
Twitter397 million
Quora300 million

Instagram Demographics

This section gives you access to Instagram demographics, such as gender distribution, age distribution, etc.

  1. Instagram users are primarily between the ages of 18 and 34:

A whopping 61.6% of Instagram users are between the ages of 18 and 35!

A table showing the age of Instagram users is shown below:

Age GroupShare of Users
  1. In terms of the number of Instagrammers, men, and women are pretty evenly split. Males make up 50.7% of Instagram users, while females make up 49.3%.
  1. Gen Z’s most popular social media platform is Instagram. In comparison to other social networks, Instagram is preferred by individuals aged 16-24 more than TikTok. Instagram seems to be the best place to reach that age group.
  2. The fastest-growing group of Instagram users is Generation X males. It has increased by 63.6% in the number of male users aged 55 – 64 who use Instagram. Youth hang out here, but don’t forget that other generations are also involved here.
  3. In the United States, 5% of youngsters under 11 use Instagram. Users must be at least 13 years old to set up an Instagram account, which is against Instagram’s user standards. However, 11% of children aged 9-11 use the platform.
  4. One in four Americans has never heard of Instagram. Despite Instagram’s popularity in the United States, it does not reach everyone. Understanding the audience becomes even more critical in light of this fact.

Instagram Users in the United States by Location 

LocationPercent of users 

Income data of Instagrammers:

39% of Instagram users earn between 30k and 75k per year, while 42% earn less than $75k.

Here is a table showing the income of Instagram users in the United States:

People’s incomeUser Percent
Earning < $29,99935%
Earning between $30,000 to $74,999 39%
Earning > $75,00042%

Instagram Reel Statistics

Instagram reels are the direct competitor to TikToks. Since Instagram reels were launched in 2020, they have gained immense popularity. The reel feature is now being used by all of Instagram’s 2 billion MAUs. This feature also comes with some interesting facts and figures. 

  1. It is estimated that over 2 billion people around the world view the Instagram reel on a monthly basis.
  2. In 2023, approximately 2.5 billion people are expected to interact with the reel feature.
  3. There is only a maximum duration of 60 seconds for a reel ad.
  4. Instagram users are 22% more likely to engage with reels than standard video posts.
  5. People between the ages of 18 and 34 are most likely to use Instagram reels.
  6. Females make up 46.1%, while males make up 53.9% of Instagram’s real audience.

Instagram statistics for threads

Instagram’s Threads app focuses more on discussions than visual content. Threads can be posted by users and replies can be made by others. There are several types of replies that can be sent, including text (up to 500 characters), links, photos, and videos. In essence, this is Instagram’s response to Twitter. 

  1. Take a look at some of the interesting facts and figures associated with Threads!
  2. Consumer products like Thread have become the fastest-growing categories in history.
  3. It took Threads five days to acquire 100 million users.
  4. Within two hours of its launch, Threads had 2 million users, followed by 10 million users within seven hours.
  5. Within 24 hours, more than 100 million threads were shared.
  6. There are 100 countries where Threads is available. Because of Instagram and Threads’ data-sharing policies, European Union countries are excluded.

All these stats might have you thinking Threads will kill Twitter (now rebranded as “X”) very soon, don’t they?

Let’s rethink this. Despite Twitter’s efforts to rebrand and introduce new features, Thread’s traffic also declined.

Approximately 45% of Twitter’s 109 million daily active users were on Threads on July 7, based on Similarweb estimates. Twitter’s audience fell to about 22% by July 14, when Thread’s active users dropped to 23.6 million.

It will be interesting to watch!

Average Number of Instagram followers

Instagrammers with fewer than 1k followers are the majority, according to a BrandWatch survey. Companies use micro-influencers to advertise their products, with 50,000 to 100,000 followers.

Considering the platform as a whole, this represents just 0.94 percent of its users.

Number of Followers User Percent
< 1,00053.62%
1001 – 10,00038.03%
10,001 – 50,0006.2%
50,001 – 100,0000.94%
100,001 – 500,0000.94%
500,001 – 10 million+0.27%

Instagram Influencer Statistics: 

Due to its media-sharing nature, Instagram is one of the most important platforms for the influencer economy, where people are compensated according to the number of followers they have.

  1. Marketers lose money if influencers have many bots since they are paid based on their follower count.
  2. An influencer with 43,000 followers may expect to earn $37,442 per year by consistently posting 8 posts and 8 stories. An average UK citizen earns that much.
  3. Brands lost $1.3 billion to bogus bot profiles in 2019.
  4. Around $80-$90 per post is paid to influencers with fewer than 10k followers.
  5. The average payment per post for influencers with fewer than 100k followers is about $200.
  6. The average income per post for an influencer with 250k to 500k followers is about $670.
  7. It is estimated that influencers with more than one million followers will receive around $1900 for every post they make.

88 percent of people say they were influenced by an Instagram influencer to make a purchase.  Shoppers who engage with influencers are most likely to engage with pictures (78%) and stories (73%).

Sources: (Ghostdata) (WSJ) (Wired) (PetalCard)

Among the Top 50 Instagram Influencers, each has a following that is equivalent to the entire world’s population. 

  1. Over 7 billion Followers follow the top 50 Instagram influencers.
  2. Approximately 4 billion people were estimated to be on the planet in 2017. Approximately 70% more followers have been added to these top Instagrammers since 2023.

Most Followed Instagram Users (August 2023)

The top ranks of Instagram are dominated by people who are involved in the music, sports, and entertainment industries, aside from the official profile, which is also the most followed account. Kylie Jenner and Kim Kardashian have used Instagram and other social media to increase their reputation and money.

  1. In terms of followers, Cristiano Ronaldo accounts for over 24% of Instagram’s overall user base with 603 million followers.

Below is the list of the top 20 most-followed people on Instagram as of December 2022:

Instagram’s UsernameProfile Name (Owner)FollowersProfession 
@cristianoCristiano Ronaldo603 millionFootballer
@leomessiLionel Messi486 millionFootballer
@selenagomezSelena Gomez428 millionMusician, actress, producer, and businesswoman
@kyliejennerKylie Jenner399 millionTelevision personality, model, and businesswoman
@therockDwayne Johnson390 millionActor and professional wrestler
@arianagrandeAriana Grande379 millionMusician and actress
@kimkardashianKim Kardashian364 millionTelevision personality, model, and businesswoman
@beyonceBeyoncé316 millionMusician, actress, producer, and businesswoman
@khloekardashianKhloé Kardashian311 millionTelevision personality and model
@nikeNike304 millionSportswear multinational
@justinbieberJustin Bieber293 millionMusician
@KendalljennerKendall Jenner294 millionModel and television personality
@natgeoNational Geographic282 millionMagazine
@taylorswiftTaylor Swift271 millionMusician
@virat.kohliVirat Kohli257 millionCricketer
@jloJennifer Lopez251 millionMusician and actress
@kourtneykardashKourtney Kardashian224 millionTelevision personality and model
@nickiminajNicki Minaj226 millionMusician
@mileycyrusMiley Cirus214 millionMusician and actress
@neymarjrNeymar213 millionFootballer

Instagram’s most-liked post until 20 December 2022 was Chris Godfrey’s photo of an egg. There was a post showing Lionel Messi celebrating the 2022 FIFA World Cup, which exceeded them all.

Let us take a look at Instagram’s top 10 most-liked posts of all time:

RankAccount OwnerPost DescriptionNumber of Likes
1Lionel MessiPhotos of Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina75.7 million
2Chris GodfreyPhoto of an egg60.2 million
3Lionel MessiPhotos of Lionel Messi in bed with the FIFA World Cup Trophy54.8 million
4Cristiano RonaldoPhoto of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton42.8 million
5Lionel MessiPhoto of Lionel Messi on an airplane with the FIFA World Cup Trophy42.0 million
6Cristiano RonaldoAl Nassr FCAnnouncement of Cristiano Ronaldo joining Al Nassr FC34.5 million
7Lionel MessiCelebrating the 2022 FIFA World Cup win in Argentina34.5 million
8Cristiano RonaldoPhoto after 2022 FIFA World Cup elimination34.3 million
9Leonel MessiPhoto of Lionel Messi and Cristiano Ronaldo playing chess, advertising for Louis Vuitton33 million
10Cristiano RonaldoGeorgina RodríguezTheir twin’s pregnancy announcement32.7 million
11Cristiano RonaldoPost in remembrance of Pelé32.4 million
12XXXTentacionThis final post before his death31.8 million
13Lionel MessiPhotos after 2022 FIFA World Cup match against Croatia29.8 million

Amount of Time Spent Each Day on Instagram

  1. According to Data Reportal’s global overview report, the average daily time spent by Instagram users on the platform is approximately 24 minutes. This equates to a total of around 11.2 hours per month.

Additional statistics reveal interesting insights:

  1. Users below 25 spend over 8 days annually on Instagram.
  2. Users above 25 dedicate more than 6 days yearly to the platform.
  3. Heavy social media users invest an average of 1 hour and 25 minutes daily on Instagram.
  4. On average, adults over 18 invest over 19 days each year across all social media platforms.

The introduction of Instagram Stories in 2016, featuring Boomerang and GIPHY stickers, has significantly contributed to increased user engagement.

Source: (Instagram) (eMarketer)

Instagram Statistics for Businesses:

Over 90% of Instagram users follow at least one brand, making it a prime platform for building brand connections. Instagram regularly introduces new business features, and you can find guidance through their dedicated Instagram for Business account.

Take a look at some of the latest Instagram insights:

  1. Half of Instagram users explore new businesses, products, or services, making it an excellent discovery tool. Additionally, two-thirds of users believe it fosters meaningful engagement with business.
  2. An impressive 44% of users now shop on Instagram weekly, thanks to its robust shopping features.
  3. In 2021, Instagram outperformed Facebook in ad reach, with a 0.25% increase compared to Facebook’s 6.5%. If sponsored reach is crucial for your social media strategy consider joining Instagram.
  4. Brands typically post 1.6 times a day. Of these, 62.7% are images, and 16.3% are videos. If you’ve been focusing solely on photos, it might be time to diversify your content strategy.

The Best Time To Post On Instagram (2023)

An Instagram posting schedule for each day of the week can be found in the table below: 

DayIdeal Time to Post Peak Engagement Time
Monday6 Am, 10 Am, 10 Pm.11 Am to 2 Pm.
Tuesday2 Am, 4 Am, 9 Am.10 Am to 3 Pm.
Wednesday7 Am, 8 Am, 9 Am.11 Am to 1 Pm.
Thursday7 Am, 8 Am, 11 Pm.1 Pm to 3 Pm.
Friday5 Am, 1 Pm, 3 Pm.10 Am to 11 Am.
Saturday11 Am, 7 Pm, 8 Pm.10:00 am
Sunday 7 Am, 8 Am, 4 Pm.Around Noon.

It’s essential to keep in mind that these optimal posting times may not be suitable for everyone. Before determining your ideal posting schedule, consider the following factors:

  • Time Zone 
  • Targeted Audience 
  • CTA 

 Note: Sundays are the days with the lowest user engagement, so avoid publishing on Sundays.

Time Zones and How to Deal with Them:

It might affect your engagement if you have followers from different nations or even different coasts of the United States. 

Using the Instagram insights feature is the simplest way to handle this, which provides free statistics to all users with professional accounts. 

To access it, 

  • Go to your profile page and locate the menu icon in the upper right corner.
  • Click on “Insight” from the provided options.
  • Choose the “Audience” tab.
  • Scroll downward to find the “Cities and Location” section.

Your posts can be arranged around the top engagement periods by studying the data above and determining what time zone your users are in! Isn’t that easy? 

Sources: (SproutSocial) (HubSpot)

Future Statistics for Instagram (2023)

Instagram is a place where everything changes! Keeping up with the latest trends is the key to making your presence felt by the majority of the audience. To make the most of your Instagram campaigns in 2023, you need to look into and implement these major Instagram trends!

Trend #1: Reels, Reels, and more Reels.

In almost every social media platform, short-form video content is the most engaging. TikToks are dying a slow death thanks to Instagram reels, which began in 2019. The fact is that Instagram users interact with reels every time they visit the platform. 

Trend #2: A paid advertisement may be the answer!

Utilize Instagram ads to tap into the dynamic Instagram algorithm and effectively expand the visibility of your business or brand to a vast audience. According to a survey conducted by Datareportal, Instagram advertising has the potential to connect with a staggering 1.38 billion individuals. 

Trend #3: A dance and meme transformation is underway.

Instagram’s 2022 trend report highlights that one-third of its youthful user base is enthusiastic about witnessing additional dancing challenges in the coming year. As for memes, they have been a constant presence, serving as an opportunity to propel your account to greater heights.


Hopefully, this comprehensive analysis of Instagram’s statistics will help you leverage the platform’s potential in your upcoming campaigns. It is important to remember that each audience is unique and requires tailored approaches. Test different strategies, analyze the results, and adjust your tactics accordingly. With the right strategy, Instagram can become a powerful tool for your business.

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