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How many users on Instagram – A Comprehensive Guide with Worldwide User Data
How many users on Instagram, 2.4 billion users worldwide as of 2024. Instagram is a visually-driven social media platform that allows users to share photos, videos, and stories with their followers. Known for its aesthetic appeal and influencer culture, it’s widely used for personal expression, brand promotion, and social connection. Deep dive on all essential statistics to assess how Instagram users are distributed.
Top Instagram Statistics 2024
Instagram Global Users: 2.4 billion users worldwide (2024)
Ad Reach for 18+ Users: 1.68 billion. Ad reach in terms of how many users on Instagram can be the target audience.
Time Spent: Average of 16 hours 56 minutes per month globally.
Age Distribution (Global): 18-24: 31.7% AND 25-34: 30.6%
Gender Distribution (Global): Male: 50.6% AND Female: 49.4%
Instagram’s Share of Meta Revenue: 36.9% of Meta’s revenue in 2023. Meta’s revenue 2023 $134 Billion.
Instagram Ranking Among Social Platforms: 3rd globally with 2 billion+ users, behind Facebook (3.065 billion) and YouTube (2.504 billion).
Brief about Instagram
| Founded | October 6, 2010 |
| Founders | Kevin Systrom, Mike Krieger |
| Headquarters | Menlo Park, California, USA |
| Parent Company | Meta Platforms, Inc. (formerly Facebook, Inc.) |
| History | Acquired by Facebook (Meta) in April 2012 for $1 billion |
| Key Competitors | TikTok, Snapchat, YouTube, Pinterest |
| Major Markets | Global (primarily North America, Europe, Asia-Pacific) |
| Key Business Model | Advertising, influencer marketing, brand partnerships |
How many users on Instagram? What are the Instagram monthly active user statistics?
Instagram currently boasts 2 billion users globally, with 1.68 billion users aged 18+ reachable through ads. The average time spent on the app is 16 hours and 56 minutes per month. 62.3% of users are aged 18-34.
| Date | Users (mm) |
| 2013 | 110 |
| 2014 | 200 |
| 2015 | 370 |
| 2016 | 500 |
| 2017 | 700 |
| 2018 | 1000 |
| 2019 | 1210 |
| 2020 | 1435 |
| 2021 | 1690 |
| 2022 | 1960 |
| 2023 | 2115 |
| 2024 (Projected) | 2400 |
What is the age distribution of Instagram users?
Instagram’s monthly active users have grown steadily over the years, reaching 2.4 billion projected in 2024. This increase reflects consistent platform growth since 2013.
Globally, 31.7% of users are aged 18-24, followed closely by 30.6% aged 25-34. In the U.S., the largest group is 25-34 (28.4%), with 18-24 following at 26.6%.
Worldwide distribution
| Age | % of Users |
| 18-24 | 31.7 |
| 25-34 | 30.6 |
| 35-44 | 16 |
| 45-54 | 8.7 |
| 55+ | 4.6 |
| 65 years and above | 2.9 |
Distribution in US
| Age | % of Users in the US |
| 18 to 24 | 26.60% |
| 25 to 34 | 28.40% |
| 35 to 44 | 19.50% |
| 45 to 54 | 12.20% |
| 55 to 64 | 7.70% |
| 65 years and above | 5.70% |
What is the gender distribution of Instagram users?
Worldwide, the gender split is nearly equal, with 50.6% male and 49.4% female. In the U.S., however, female users dominate at 55.7%, compared to 44.3% male.
- World Wide Male Users: 50.6%
- World Wide Female Users: 49.4%
Source: Statista
Interestingly there is a difference in gender distribution for US
- US Male Users: 44.3%
- UA Female Users: 55.7%
Source: Statista
Which countries have the most Instagram users?
India tops the chart with US at number 2 and Brazil at number 3. The app has a wide ranging geo presence as evident from the top 20 countries in the table below.
| Country | Users in Millions |
| India | 362.9 |
| United States | 169.65 |
| Brazil | 134.6 |
| Indonesia | 100.9 |
| Turkey | 57.1 |
| Japan | 55.45 |
| Mexico | 44.85 |
| United Kingdom | 33.1 |
| Germany | 30.35 |
| Argentina | 27.85 |
| Italy | 27 |
| France | 25.9 |
| Spain | 23.95 |
| South Korea | 23.4 |
| Philippines | 21.35 |
| Colombia | 20.05 |
| Canada | 19.25 |
| Thailand | 18.75 |
| Iraq | 18.25 |
| Egypt | 18.15 |
Quick Note: India banned TikTok in June 2020 and is one of the few countries to have taken this step due to “national security” concerns with China. Its worth noting that similar action may follow in other countries including US. This in turn may give flip to Instagram in terms of how many users on Instagram are active.
How many followers typically different accounts have?
Roughly a quarter of accounts have follower less than 1000 (~26%) AND three-quarters of accounts (~76%) have followers less than 10,000. If we include accounts with followers 10,000 – 50,000 additional 15% get added which means almost 91% of accounts have less than 50,000 followers.
| Follower Range | Percentage of Users |
| Less than 1,000 | 26.43% |
| 1,000 – 10,000 | 49.94% |
| 10,000 – 50,000 | 15.21% |
| 50,000 – 100,000 | 3.15% |
| 100,000 – 500,000 | 3.89% |
| 500,000 – 1,000,000 | 0.62% |
| More than 1,000,000 | 0.76% |
What is the revenue Meta earns from Instagram? What is the revenue of Instagram?
Instagram’s contribution to Meta’s revenue has increased significantly, from 3.4% in 2015 to a projected 36.9% in 2023, reflecting the platform’s growing financial importance to Meta.
| Year | % of Revenue |
| 2015 | 3.4 |
| 2016 | 5.6 |
| 2017 | 8.5 |
| 2018 | 15.6 |
| 2019 | 22.9 |
| 2020 | 25.3 |
| 2021 | 27.1 |
| 2022 | 31.6 |
| 2023 | 36.9 |
Where does Instagram rank as a social media platform?
Instagram ranks third globally among social media platforms, tied with WhatsApp at 2 billion users, behind Facebook (3.065 billion) and YouTube (2.504 billion).
| Social Media Platform | Number of Users (in Millions) |
| 3,065 | |
| YouTube | 2,504 |
| 2,000 | |
| WhatsApp¹ | 2,000 |
| TikTok | 1,582 |
| 1,343 | |
| Facebook Messenger | 1,010 |
| Telegram | 900 |
| Snapchat | 800 |
| Douyin | 755 |
| Kuaishou | 700 |
| X/Twitter | 611 |
| 598 | |
| 554 | |
| 498 |
What is the time spent on Instagram?
The global average time spent on Instagram is 16 hours and 56 minutes per month. Turkey leads with 32 hours 53 minutes, while U.S. users spend around 12 hours per month.
Top 10 countries spending most time on Instagram.
World Wide Time Spent is 16 H 56 M
US Time Spent is 12 H 01 M
| Country | Time Spent (Monthly) |
| Turkey | 32 H 53 M |
| Brazil | 29 H 59 M |
| Argentina | 22 H 38 M |
| Chile | 21 H 37 M |
| India | 21 H 01 M |
| Czechia | 17 H 32 M |
| Indonesia | 17 H 20 M |
| Slovakia | 15 H 28 M |
| Italy | 15 H 08 M |
| Greece | 15 H 04 M |
What is the best time to post on Instagram?
12PM-3PM AND 6-9M is the best time to post to get the most engagement from the post. Friday is considered to be the best day to post followed closely by Saturday & Sunday. When deciding on posting time account for regional variations in terms of how many users on Instagram are expected to be active.
Source: Hubspot
What type of content is most popular on Instagram?
Instagram is the most preferred social media platform when users “Post or Share Photos or Videos” AND “Follow or Research Brands and Products”.
Source: Datareportal & IMO Media Hub
What are the best practices to consider when posting on Instagram?
Hubspot 2023 research on this topic is one of the most comprehensive and while it has a ton of content, here is what we think is the most useful bit:
Video Content – Reels is definitely the way to go
Video content reels remains the most engaging content format globally, significantly outperforming both single images and carousel posts. On average, video posts receive three times more engagement than single images and considerably more than carousel posts. Specifically, video content earned 800 more likes than the global average in the Asia-Pacific region.
Recommendation: Use Reels and video content as a primary part of your Instagram strategy, especially if targeting regions like Asia-Pacific where engagement is even higher for videos.
Use of Emojis
Emojis can enhance engagement, but moderation is crucial. Posts with 1–10 emojis showed a small boost in engagement. However, once the number of emojis exceeded 11, engagement began to decline. Around 40% of posts analyzed did not use any emojis, and the difference in engagement between using no emojis and over 11 was minor.
Recommendation: Use between 1–10 emojis to add fun and context without overloading your caption. Avoid excessive emoji use as it may appear spammy.
Caption Length
Both very short and very long captions perform well, with engagement dipping in the middle range. Posts with captions under 20 characters had the highest engagement globally, while captions over 2,000 characters performed nearly as well. In the Asia-Pacific region, captions between 100 and 1,000 characters received the best engagement, but going beyond this length caused engagement to drop.
Recommendation: For maximum impact, either keep captions brief and to the point or dive deep into long-form storytelling.
Hashtags
Using hashtags remains a valuable strategy, especially when targeting video content, but the number of hashtags used plays a role in engagement. Posts using over 11 hashtags had the highest engagement rates, while those using around four hashtags also performed well. Hashtags related to Reels or video content, such as #ReelsTrending and #FunnyVideos, dominated the top 10 for engagement.
Recommendation: Use a strategic mix of over 11 hashtags for maximum reach, incorporating popular and niche hashtags related to Reels or short-form video content.
Tagging Other Accounts
Tagging other users significantly boosts engagement, with the more tags, the better. Posts that tagged over 11 accounts showed the highest engagement, making collaboration or relevant tagging a key strategy for increasing visibility and interaction.
Recommendation: Tag other accounts, influencers, or collaborators who are relevant to the content to extend the reach of your post.
Post Timing
Evening and late-night posts see the highest engagement, but regional differences do exist. Globally, posts shared around 8 p.m. had the highest engagement (7.33%). Engagement remained strong throughout the evening, peaking at midnight in certain regions like the UK and Ireland (8.24%). Asia-Pacific audiences also engaged heavily during lunch hours (12 p.m.), with posts at 8 p.m. receiving the highest engagement in this region (12.8%)
Recommendation: Post in the evenings, particularly around 8 p.m., for the best engagement globally. Adjust timing based on your target region’s behavior—for example, post at noon for Asia-Pacific audiences.
Geotags
Posts with geotags increase visibility and engagement in specific locations, particularly in popular cities.The most Instagram posts were geotagged in the United States, followed by Brazil and the United Kingdom. However, tropical islands and destinations like the Maldives and Mauritius had the highest engagement rates, with posts tagged in these locations garnering exceptional interaction.
Recommendation: Geotag posts when relevant, particularly if you’re targeting a specific audience or location. Popular tourist destinations and major cities (e.g., Los Angeles, London) are prime locations for geotagging to increase reach and engagement.
By adhering to these best practices and utilizing the specific data points mentioned, you can optimize your Instagram strategy for increased engagement and reach across different types of content and regions.
Instagram Top Features
Instagram offers a wide array of features that cater to both individual users and brands, helping them engage with their audiences and enhance visibility. Below are the key features:
- Feed: The core Instagram experience where users can post photos, videos, and carousel content. The feed allows followers to interact with posts through likes, comments, and shares.
- Stories: Short-lived photos or videos that disappear after 24 hours. Stories can include stickers, polls, GIFs, and links, making them a popular feature for quick, informal engagement.
- Reels: Instagram’s short-form video feature, designed to compete with TikTok. Reels allow users to create and discover entertaining videos with music, effects, and trends. Reels often gain more visibility due to Instagram’s promotion of video content.
- IGTV: A platform for long-form video content, allowing users and brands to post videos longer than 60 seconds. It’s especially useful for creators who produce in-depth or series-based content.
- Direct Messaging: Instagram’s private messaging system where users can communicate individually or in groups. Features like voice messages, media sharing, and disappearing messages add versatility to conversations.
- Explore: A discovery page where users can find trending posts, recommended content, and accounts based on their interactions. It also includes suggested Reels and IGTV videos, allowing users to explore beyond their immediate network.
- Instagram Live: Live-streaming feature where users can broadcast events, Q&A sessions, or real-time moments. It’s ideal for direct audience interaction, with features like comment engagement and live shopping.
- Instagram Shopping: A feature for businesses and creators to sell products directly through posts, stories, and the Shop tab. Users can browse products, check prices, and make purchases without leaving the app.
- Branded Content Tools: Tools designed for influencer marketing, enabling creators to tag business partners and disclose paid partnerships. This boosts transparency and helps brands measure the performance of collaborations.
- Instagram Ads: A paid feature for brands to promote their content through photos, videos, stories, and more. Instagram offers targeting options for demographics, behaviors, and interests, making ads highly customizable.
Top 10 Most Followed Instagram Accounts
| Name | Instagram Handle | Number of Followers |
| Cristiano Ronaldo | @cristiano | 600M+ |
| Lionel Messi | @leomessi | 500M+ |
| Selena Gomez | @selenagomez | 430M+ |
| Kylie Jenner | @kyliejenner | 400M+ |
| Dwayne “The Rock” Johnson | @therock | 390M+ |
| Ariana Grande | @arianagrande | 380M+ |
| Kim Kardashian | @kimkardashian | 370M+ |
| Beyoncé | @beyonce | 320M+ |
| Khloé Kardashian | @khloekardashian | 320M+ |
| Justin Bieber | @justinbieber | 310M+ |
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Conclusion
Instagram continues to dominate the social media landscape, with over 2 billion active users monthly. It remains a powerful platform for both individuals and brands to engage with audiences through dynamic content like Reels, Stories, and the Feed. Key statistics highlight the diversity of its user base, with nearly 50% of users having between 1,000 and 10,000 followers, and only a small percentage holding over 1 million followers. Video content, especially Reels, leads in engagement, while features like hashtags, geotags, and optimal posting times significantly enhance visibility.
For businesses and influencers, understanding Instagram’s statistics is crucial for crafting a successful social media strategy. With evolving trends, it’s essential to stay informed on user behaviors, content preferences, and platform changes to maintain and grow a strong presence on Instagram. The numbers reveal that while follower counts matter, engagement, authenticity, and consistency are key to thriving in Instagram’s ecosystem. It will be interesting to track on how many users on Instagram remain active and engaged.
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