Instagram is one of the most powerful social media platforms today. With over 2 billion users worldwide, it’s a space where people connect, share, and engage daily. For marketers, influencers, and anyone curious about Instagram’s reach, these statistics give insights into its evolving role in 2025.
Let’s dive into 38 Instagram statistics for 2025 to help you understand this platform better.
Table of Contents
- General Instagram Statistics
- Instagram Usage Statistics
- Instagram User Demographics
- Instagram Engagement Statistics
- Instagram Marketing Insights
- Emerging Instagram Trends
- Instagram’s Impact on E-Commerce
- Conclusion and FAQs
General Instagram Statistics
1. Instagram’s Monthly Active Users
Instagram now has 2 billion monthly active users, making it the third most-used social media platform globally, after Facebook and YouTube. This milestone highlights Instagram’s dominance in the social media landscape. The platform’s rapid growth is fueled by its innovative features like Reels, Stories, and enhanced e-commerce tools.
The 2 billion users include diverse age groups, with the majority being younger audiences. Instagram’s popularity spans across the globe, with India leading the user base at 229 million users. The platform’s ability to cater to creators, businesses, and casual users alike ensures its continuous rise.
Additionally, Instagram’s extensive user base provides significant opportunities for brands to connect with consumers. By integrating shopping features, targeted advertising, and influencer marketing, Instagram has become a hub for meaningful engagement and business growth.
Source: We Are Social
2. Instagram’s Ad Reach
Instagram’s advertising audience is 1.32 billion. That’s the number of users marketers can potentially reach through ads. This reach includes users from diverse demographics and regions, making Instagram a powerful tool for businesses to grow globally.
In 2025, ad formats such as Stories and Reels ads are driving a significant portion of engagement. For instance, 72.8% of Instagram’s ad reach comes from Stories, while Reels account for 55.1%. This demonstrates how short-form and visually engaging content is capturing user attention.
Moreover, Instagram’s advanced targeting capabilities, including interests, behaviors, and location, allow brands to fine-tune their campaigns. Businesses are now seeing a higher return on investment (ROI) through personalized ads, reaching audiences most likely to engage or convert.
Source: We Are Social
3. Fourth Most Visited Website
Instagram.com is the fourth most visited website globally, receiving over 6.8 billion visits monthly. This ranking highlights its dominance in the digital space, sitting just behind giants like Google, YouTube, and Facebook. These visits come from both desktop and mobile users, showcasing Instagram’s broad accessibility and appeal.
Visitors spend an average of 8 minutes per session and typically browse 10.89 pages before exiting. This extended engagement indicates that users find the platform’s content captivating, whether they’re scrolling through posts, exploring Stories, or shopping via Instagram’s built-in tools.
Furthermore, Instagram’s mobile-friendly design ensures seamless navigation, making it a preferred choice for younger audiences who rely on smartphones for online activities. These numbers underscore Instagram’s significant role not just as a social platform, but also as a key driver of web traffic and engagement.
Source: Similarweb
4. Popular Search Query
The term ‘Instagram’ is the 10th most searched keyword on Google worldwide, reflecting its immense global interest and relevance. Searches for Instagram have grown by 12% year-over-year, showcasing its sustained popularity and influence.
This increase is driven by multiple factors, including Instagram’s new features like Reels, in-app shopping, and advanced AI-powered tools. Users are frequently searching for updates, tips on using the platform, and tutorials on leveraging its features for business or personal use.
Moreover, Instagram-related queries often include terms like ‘how to grow on Instagram’, ‘Instagram marketing tips’, and ‘Instagram Reels ideas’, indicating the platform’s utility as a resource for creators and marketers. The platform’s integration with e-commerce and its influence on trends further contribute to the high volume of searches.
These statistics highlight Instagram’s role not just as a social media app but as a major part of the online ecosystem, influencing search trends and digital behavior globally.
Source: We Are Social
5. Second Favorite Social Media Platform
14.3% of users say Instagram is their favorite platform, putting it second after WhatsApp.
Source: We Are Social
6. Revenue Powerhouse
In 2024, Instagram’s revenue was estimated at $51.4 billion, contributing 44% of Meta’s total earnings.
Source: Business of Apps
Instagram Usage Statistics
7. Average Time Spent on Instagram
Users spend an average of 12 hours per month on the app. This figure is up by 6.9% compared to last year.
Source: We Are Social
8. Daily App Usage
58.5% of Instagram users open the app daily. It ranks lower than WhatsApp (82.6%) but higher than Twitter.
Source: DataReportal
9. Researching Brands
60.9% of users use Instagram to research products and services. This is higher than Facebook (55.2%) or TikTok (37.5%).
Source: We Are Social
10. Sharing Content
A majority (69%) of users say their main reason for using Instagram is to post photos and videos.
Source: GWI
11. Instagram Stories Popularity
500 million people use Instagram Stories daily. This format is now central to user engagement.
Source: ProfitBlitz
Instagram User Demographics
12. India Leads User Numbers
India has the highest number of Instagram users at 229 million. The United States follows with 143.35 million.
Source: Statista
13. Age Distribution
Over 60% of users are under 34 years old:
- 18-24 years: 30.8%
- 25-34 years: 30.3%
Source: Statista
14. Gender Divide
Globally, Instagram’s user base has slightly more males than females, particularly among younger groups.
Source: Statista
15. Rural vs Urban Users
More urban users are active on Instagram compared to rural areas. This is evident in developed countries, where urban regions have better internet access.
Source: GWI
Instagram Engagement Statistics
16. Engagement Rate Growth
Instagram’s average engagement rate is now 6.01% per post. This represents a slight increase from previous years.
Source: HubSpot
17. Videos Outperform Other Posts
Videos receive more likes and comments than photos or carousel posts. They are now the top-performing content type.
Source: HubSpot
18. Best Time to Post
8 PM has the highest engagement rate at 7.33%, followed by midnight.
Source: HubSpot
19. Effective Hashtags
Posts with 11 or more hashtags get higher engagement rates than those with fewer.
Source: HubSpot
20. Caption Length
Posts with captions under 20 characters perform best. Including emojis also helps.
Source: HubSpot
21. Sunday’s Popularity
Sunday is the best day for engagement on Instagram. This is when users spend more time scrolling through posts.
Source: HubSpot
Instagram Marketing Insights
22. Popular Among Marketers
80% of marketers use Instagram, making it the second most popular platform after Facebook.
Source: Social Media Examiner
23. Driving Sales
25% of marketers say Instagram generates the highest sales for their businesses.
Source: Social Media Examiner
24. Video Marketing
Over 53% of marketers regularly post videos on Instagram, surpassing YouTube and TikTok.
Source: Social Media Examiner
25. Ads on Instagram
52% of marketers run ads on Instagram. Of these, 24% do it often, while 28% do it occasionally.
Source: Social Media Examiner
26. Organic Efforts
56% of marketers plan to increase their organic Instagram activities in 2025.
Source: Social Media Examiner
Emerging Instagram Trends
27. Reels Growth
The use of Reels has increased by 46% since 2021. This trend is expected to grow as users prefer short-form videos.
Source: GWI
28. AI-Powered Filters
AI filters are transforming how users engage with Stories and Reels. They make posts more interactive and fun.
Source: DataReportal
29. Instagram Shopping Expansion
More businesses are adopting Instagram Shopping, with over 70% of users purchasing directly through the platform in 2024.
Source: Social Media Examiner
30. Personalized Content
Instagram’s algorithms are prioritizing personalized content based on user preferences, increasing overall engagement.
Source: We Are Social
31. Sustainable Brands Are Winning
Posts related to sustainability receive 20% higher engagement, as users support eco-friendly brands.
Source: HubSpot
Instagram’s Impact on E-Commerce
32. Direct Shopping Features
Over 80% of Instagram shoppers use features like tags and shops to make purchases directly within the app.
Source: Social Media Examiner
33. Impulse Buying
Around 67% of users admit they make impulse purchases after seeing products on Instagram.
Source: ProfitBlitz
34. Small Businesses Thrive
Instagram has become a lifeline for small businesses, with 90% of them using it to reach new customers.
Source: Business of Apps
35. Global Reach for E-Commerce
E-commerce stores report a 60% increase in international sales due to Instagram’s global audience.
Source: Statista
36. Visual Appeal Matters
High-quality visuals increase the likelihood of a purchase by 45%, emphasizing the need for professional content.
Source: HubSpot
37. User Reviews Boost Sales
Brands that feature user-generated reviews and testimonials see a 30% boost in conversion rates.
Source: BloggingWizard
38. Influencer Collaborations
72% of users are more likely to buy a product if recommended by an influencer they follow.
Source: GWI
Conclusion
Instagram in 2025 remains a leading social media platform. From growing user numbers to strong engagement rates, it’s a must-use tool for businesses, influencers, and everyday users alike. Leveraging Stories, Reels, and targeted ads can enhance your presence and results on Instagram.
As trends evolve, focusing on personalized, video-centric, and interactive content will ensure success on the platform. Additionally, Instagram’s growing influence in e-commerce makes it a critical tool for online businesses.
FAQs
Q1. How many people use Instagram in 2025?
Instagram has over 2 billion active users worldwide.
Q2. What’s the best time to post on Instagram?
The best time to post is around 8 PM for maximum engagement.
Q3. Why is Instagram good for marketing?
Instagram helps brands reach a large audience, drive engagement, and boost sales through its visual content format and ad options.
Q4. How can I increase engagement on Instagram?
Post consistently, use relevant hashtags, keep captions short, and include videos in your content mix.
Q5. What content performs best on Instagram?
Videos and Stories perform the best, followed by carousel posts.
Q6. Are hashtags still relevant in 2025?
Yes, hashtags are important. Using 11 or more hashtags can increase your engagement.
Q7. What’s the role of Reels on Instagram?
Reels are now central to Instagram’s strategy. They are great for discovery and higher engagement.
Q8. How does Instagram support e-commerce?
Instagram’s shopping features, combined with its visual appeal, drive impulse purchases and help businesses reach global customers.
I am a passionate digital marketer with a strong expertise in SEO and article writing. With years of experience in crafting compelling content and optimizing it for search engines, I help businesses enhance their online visibility and drive organic traffic. Whether it’s creating engaging blog posts or implementing effective SEO strategies, I am dedicated to delivering results that make an impact.
