20 Instagram stats that show just how powerful IG really is

Now one of the most popular and powerful social media sites in the world, it’s safe to say that Instagram has a fair bit of influence when it comes to influencer and social media marketing.

With over 1 billion monthly active users on the platform, it’s clear to see why more and more marketers are using Instagram influencers as part of their influencer marketing campaigns. Here are 20 incredibly impressive Instagram stats that will show you just how powerful Instagram really is!

1. On average, the ‘like’ button is used 4.2 billion times per day

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Over 4.2 billion likes are submitted to the social media platform every single day. This includes people liking both photos and videos on people’s Instagram accounts.

Despite Facebook still holding pole position as the most-used social media app, Instagram is creeping increasingly close behind. Twitter, however, can be said to be experiencing a decline in the number of users since Instagram’s popularity increase.

The number of monthly active users on Twitter has stalled at just over 335 million people, whereas Instagram has seen exponential growth since its inception in 2010.

Within the 50 billion photos that have been shared so far on Instagram, the most liked photo was Kylie Jenner’s first ever photo of her daughter Stormi, which obtained over 18 million likes. Kylie Jenner actually has three photos in the top 10 list of most liked photos on Instagram, with Cristiano Ronaldo, Justin Bieber and Ariana Grande also featuring numerous times in the list.

2. Instagram Stories recently turned two years old; and is used by more than 400 million people every day

It seems crazy to think that Instagram Stories have only been around since August 2016, especially when you consider just how many people use it every single day.

While the Stories feature was originally considered to be a ‘rip off’ of Snapchat, it actually only took Instagram Stories one year to surpass the amount of Snapchat messages that were sent every day.

The extensive features now available on Instagram far surpasses those of Snapchat. With geofilters, face filters, GIFs, polls plus so much more mean that Instagram Stories are widely preferred over Snapchat in 2018.

3. 31% of people who make more than $75,000 per year use Instagram

A study conducted by Pew Research Center showed that almost a third of Americans who make more than $75K a year use Instagram.

Instagram is most commonly used by young adults – roughly 59% of people aged between 18 and 29 have an Instagram account. However, a third of adults earning more than $75,000 are most likely the people that big brands want to target.

This doesn’t necessarily mean that they have to use influencers who earn this amount. When brands are looking for how to find influencers, they should carefully consider their audience. Influencers with an audience of people earning more than $75,000 a year are most likely going to be the people bringing in huge money for brands and businesses.

4. 70% of users are more likely to buy via the Instagram mobile app

Instagram Influencers - Upfluence

This stat is great considering 800 million people use Instagram on the mobile app.

The app is intended to be incredibly user-friendly on mobile devices, making it easy for users to buy products via the mobile app.

This means that Instagram has a strong leverage over the E-commerce world; and as 90% of the top 100 brands are on Instagram, it’s getting more and more easy to get your content in front of the right audience.

5. Posts that tag the location receive 79% more engagement

Posts that use the location tagging feature on Instagram receive up to 79% more engagement than posts that don’t utilize this feature.

Instagram analytics tools such as Instagram Insights, Iconosquare and Crowdfire show users their reach, website clicks, audience, location and gender of their followers.

Therefore, by using the location feature on Instagram, brands, businesses and influencers are more likely to be able to target their audience better.

One fascinating Instagram demographic to know about is that 34% of Instagram users are millennials. Millennials are considered to be those born between the early 1980s and the early 2000s.

That means, over a third of Instagram users are aged between 18-35 in 2018. These are some of the best Instagram analytics to know about for brands and businesses, as it can help to define your target audience.

6. An average of $1,000 per 100,000 followers is charged for a sponsored post on Instagram

Social media analytics experts claim that there are a number of factors to consider when you’re choosing which Instagram influencers to work with. However, the average influencer on Instagram will charge around $1,000 per 100,000 followers per post.

While this is a general guideline as to what the average Instagram influencer will charge, there are other statistics to consider. These include the amount of engagement the influencer receives, the type of post (video, photo etc) and the number of posts the brand wants.

Some influencers charge up to $100,000 for their Instagram images! The likes of Kylie Jenner and Beyoncé however, can receive more than $1 million for a single sponsored post on Instagram!

There are a number of suggestions on how to measure Instagram engagement, but the most commonly used way is to measure the total amount of likes and comments per post, divided by the Instagram influencers’ following.

7. 72% of users have bought a product they saw on Instagram

It’s no secret that Instagram is highly influential when it comes to promoting product purchases. According to one study, 72% of Instagram users have bought a product that they saw on Instagram.

Instagram has also become the leading social media site for luxury shoppers, which is great for high-end luxury Instagram influencers as they can earn more money for campaigns.

8. Over 50 billion photos have been shared so far

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Since Instagram was first launched in October 2010, over 50 billion photos have been shared. That’s an average of 17,123,287 photos a day in the last 8 years!

Food posts tend to do really well on Instagram; pizza is the most popular food on Instagram, closely followed by sushi, steak and burgers.

Within the U.K., London is the city that dominates the nation’s share of Instagram users but people all over the world are known to prolong their mealtimes by taking those ‘Instagrammable’ shots of their food before they eat it.

9. 55.4% of influencers use Instagram Stories for sponsored campaigns

Instagram Stories aren’t just used to build communities and improve an influencer’s relationship with their followers; they’re also used for sponsored campaigns.

When it comes to Instagram Stories influencer marketing, an important feature to consider is the influencer’s engagement analytics. This can be done by analyzing Swipe-ups (which can be accessed by influencers with over 10,000 followers) and replies to their Stories.

According to this study, 55.4% of influencers use Stories for sponsored campaigns. Stories are the most popular method used by Instagram influencers for their sponsored campaigns. It’s closely followed by Story highlights (26%), Instagram polls (15.9%) and Instagram Swipe-up feature (15.3%).

Instagram Statistics - Upfluence

Source: Emarketer


10. 80% of Instagram users are outside of the USA

Another incredibly interesting fact to note about Instagram is that roughly 80% of users are from outside of the U.S.

This is something that brands should definitely consider when implementing influencer marketing campaigns as a large proportion of their potential target audience could reside outside of the states.

11. 34% of Instagram users are millennials

Instagram - Upfluence

According to a study carried out by CivicScience, millennials are more likely to use Instagram on a daily basis as opposed to Snapchat.

It’s thought that the rise in popularity of the Stories featured on Instagram has contributed to this increase of millennials as they now have all the features of Snapchat and Instagram in one place – why use two apps when Instagram can perform everything they need?

The fact that Snapchat pictures only last a matter of seconds is thought to be dissuading more and more millennials from using the app. Whereas photos on Instagram are everlasting as soon as you post it to your actual feed.

12. 32% of all internet users have an Instagram account

Almost one-third of people who have access to the internet in the world also have an Instagram account.

It’s also interesting to note that 28% of all U.S. adults have an Instagram – this is quite a huge percentage when you consider that there are over 325.7 million people currently live in the USA!

What’s more, female internet users (38%) are also more likely to use Instagram compared to men (26%). Instagram use is also higher among young adults than any other age bracket; millennials account for 34% of Instagram users.

13. 95 million photos are shared every day to Instagram

Instagram has said that more than 95 million photos are being shared every day – and that number is only continuing to grow.

There have been over 50 billion photos shared on the app since its inception in 2010 so we can definitely expect the number of daily photos being shared to continue to increase at a staggering rate.

14. National Geographic is the brand with the most followers on IG

Instagram National Geographic - Upfluence

With almost 93 million followers, National Geographic is the most popular brand on Instagram, aside from Instagram themselves who have 256 million followers. National Geographic shares a combination of wildlife and nature-based photos and videos to their profile and average at around 266k likes per photo.

Selena Gomez is the most followed Instagram account in the world with 144 million followers; she also receives millions of likes and thousands of comments on every single photo.

Cristiano Ronaldo, Arian Grande and Kim Kardashian follow closely behind Selena Gomez with 143, 131 and 118 million followers respectively. It’s no wonder that many of the top brands are willing to pay up to $1 million for a sponsored post for the most-followed celebrities.

15. The average user spends 53 minutes a day on Instagram

Data that was undertaken by SimilarWeb has discovered that users of Instagram spend around 53 minutes per day on the photo-sharing app.

This is just five minutes less than users spend on Facebook, who bought Instagram for an astonishing $1 billion in 2012. These figures suggest that Instagram could see be overtaking its owner with the amount of time users spend on the app per day.

If this does happen, Facebook will have to rely on Instagram for growth amongst its users; which won’t matter too much considering the fact that the two apps are owned by the same parent company.

16. On average, 75% of comments on a post happen in the first 48 hours of it being posted

Most comments that are submitted on a post on Instagram happen relatively quickly, with 75% of comments being posted within the first 48 hours.

The top brands on Instagram receive an average of 216 comments per post; showing a high level of engagement within the first six to 48 hours of a post going live.

However, the top brands also have long-lasting staying power when it comes to engagement on Instagram. 10% of a top brands’ comments come after 13 days of the post going live.

17. Engagement with brands on Instagram is ten times higher than Facebook

There’s often a lot of negative speculation from the likes of Instagram Stories influencers and social media influencers in general regarding the Instagram algorithm.

However, findings from a study undertaken by Forrester suggest that engagement with brands on Instagram is ten times higher than on Facebook.

18. Posts with hashtags receive up to 12.6% more engagement

When it comes to Instagram, content is considered to be King, but hashtags are definitely the Queen.

Posts that have at least one hashtag receive roughly 12.6% more engagement than posts that refrain from using hashtags.

88% of brand posts include at least one hashtag; implying that hashtags have a positive impact on the discovery of new brands and businesses on Instagram. Hashtags allow brands to gain exposure to a wider variety of people who have specific areas of interest.

Discovery by hashtag on Instagram is also considered to be an organic way to grow and attract an audience; something which is often more favored in Instagram management services as opposed to sponsored campaigns. This is because the audience are actively searching for those hashtags and then discovering brands, rather than having sponsored content forced in front of them.

19. Instagram usage has more than doubled in the last two years

The success of Instagram seems to know no bounds and it doesn’t seem to be showing any signs of slowing down anytime soon.

In June 2016, there were 500 million users, that figure jumped up to 600 million in December of 2016 and now the photo sharing app has over 1 billion active monthly users!

While it’s still slightly behind the stats of owner Facebook (which has around 2 billion users), Instagram’s stats are just getting more and more impressive every day.

20. Instagram ad revenue could reach over $10 billion by 2019

Instagram took in $4.10 billion in ad revenue in 2017 and that’s thought to have more than doubled by 2019 to over $10.87 billion.

Instagram is considered somewhat to be an eclectic combination of both Facebook and its rival, Snapchat. The user interface shares similar features to that of Facebook, where the Stories feature have taken inspiration from Snapchat.

These “borrowed” features have combined to provide an excellent service and a widely used app by over 1 billion people worldwide.

The newest updates to Instagram including Stories, IGTV, geotags and face filters are all thought to contribute to the increasing influx of ad revenue to Instagram in 2019. These features all keep users active and engaged, making them want to spend more time on the app and therefore increasing brand opportunities to target relevant audiences.


With all these incredibly impressive Instagram statistics in mind, it’s not hard to see just how powerful the app really is.

Instagram shows no signs of slowing down in terms of influencer marketing campaigns, ad revenue or overall growth in the number of users. Brands are advised to be consistently engaged with the followers and influencers are encouraged to build up their following and engagement statistics in order to secure more brand collaborations.

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