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Instagram Statistics Marketers Need to Know for 2024

Author: Julia Beutel

Publication date: 26.03.2024

Are you tracking your Instagram metrics on a regular basis? However, just looking at the figures from your company isn't sufficient to fully understand everything. It’s crucial to stay updated on the latest social media statistics. This is especially important for Instagram because new features and changes are evolving rapidly. Find out how statistics can help your business to make your marketing strategy more efficient.

Instagram Usage Statistics

First of all, let’s look at some general usage statistics to get a better understanding of Instagram’s user demographics.

2 billion monthly active users on Instagram

According to latest reports, Instagram has 2 billion monthly active users worldwide. This makes Instagram the third most popular social media network along with WhatsApp. Generally, Instagram’s large user base offers many benefits for companies including a wide reach, brand awareness, engagement, and interaction.

Most popular among a young audience

61% of the total Instagram users are between 18 and 34 years old. Therefore, companies can leverage Instagram’s young audience to target their marketing strategy towards this demographic. Since young people are more active on social media, businesses can reach them effectively through engaging content, influencer partnerships, and targeted ads.

Instagram Marketing Statistics

Wondering if your Instagram advertising is hitting the mark? Curious about the potential impact of branding on Instagram? Let’s dive into a collection of Instagram stats for maximizing your marketing efforts.

Instagram ad reach is growing

Not only the number of Instagram users is increasing, but also the advertising reach. Instagram saw a significant 12.2% year-over-year increase in ad reach. This makes Instagram a prime option for advertising because of the improved brand awareness, conversion rates, and cost-effectiveness.

Feed ads have a higher click-through rate than ads in stories

One plausible reason why in-feed ads are preferred is due to their higher click-through rates (CTR). The CTR for feed ads on Instagram is between 0.22% and 0.88%, whereas stories ads typically have a CTR between 0.33% and 0.54%. These figures indicate that in-feed ads hold greater potential for generating clicks compared to ads in stories. Nevertheless, you should try out both ad placements to determine the most effective option for engaging your specific audience.

Instagram Business Statistics

So far, you can see that using Instagram for your business is a good idea. Now, let's look closely at Instagram business statistics to see why it's such a valuable tool.

Instagram: The Ultimate Shopping Destination

Statistics show that 70% of customers look on Instagram for their next purchase. What’s more, Instagram is a platform to use for purchase inspiration and discovering new products and brands.

Over Half of Users Follow and Research Brands

While most people use Instagram to post and view content, they also interact with brands. According to the Kepios Instagram statistics report, 62.7% of users follow or look into brands and products on the app. This ranks as the third most popular activity on Instagram, showing how the platform influences what people buy. What's notable is that Instagram is the top choice for researching and following brands and products, surpassing other social media platforms.

Use social media statistics to improve your strategy

In conclusion, understanding Instagram statistics is crucial for marketers to succeed. These numbers provide valuable insights into user behavior, preferences, and trends on the platform. By staying informed about how people engage with content, brands, and products on Instagram, marketers can tailor their strategies effectively to reach and engage their target audience. With the right knowledge and approach, businesses can leverage Instagram's potential to enhance their marketing efforts and achieve their goals.


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