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Instagram Statistics: 10 Facts Every Marketer Should Know in 2021 [Infographic]

Brunch, business or the beach - is it good for Instagram? Let's be honest, we almost all ask ourselves this question now and then. Instagram has grown enormously over the years and is constantly expanding its scope. The picture sharing app has seen quite a development: from being the favorite of vacationers who wanted to show their vacation pictures to the world to a channel that is now extremely attractive to influencers, advertisers and brands as well. The Instagram statistics speak for themselves.

At this point, it's safe to say that your audience is using Instagram - and your competitors are most likely there too. But mastering Instagram trends (plus changes to the algorithm) can sometimes be quite complicated. Your target customers may be scrolling their feeds right now. So the question for marketers is why and how to be present on Instagram.

If your brand isn't on Instagram yet, these Instagram stats will convince you to join and give you an idea of ​​what to do on the social media platform.

Instagram Statistics 2021: Let's jump right in and take a closer look at the growing importance of Instagram.

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1. Monthly active Instagram users

In June 2018 Instagram reached the mark of 1 billion active users per month (Statista, 2018). This is a big milestone for the social network, where photos are mainly shared via mobile phones. More than 500 million active users use the platform every day. The Instagram app is currently one of the most popular social networks worldwide. A little over 5 years ago, in June 2013, Instagram still had 130 million monthly active users. It has grown tenfold since then.

Instagram is a social network that allows users to share and edit photos and videos. Of all social networks, only Facebook and YouTube have more daily active users than Instagram. Once used primarily by teenagers and young millennials, Instagram continues to grow as one of the most popular social media platforms. The data shows that this trend will not change anytime soon.

So if you're wondering whether your brand should invest the time and money to have a presence on Instagram, the huge number of monthly active users speaks for itself.

2. Instagram hashtag usage

Since the invention of the concept of using hashtags to tag and identify topics on social media in 2007 (through Twitter), their use has exploded and is now considered an essential element of social media.

Instagram is certainly no exception. From businesses and influencers to the average user, using hashtags on Instagram is popular and widespread.

So much so that the latest Instagram statistics show that an average Instagram post contains up to 10.7 hashtags (HubSpot, 2020).

Now you want to put everything on hashtags to try to reach new users and get more Instagram followers? Maybe better not! Studies have shown that Instagram hashtags are not about the crowd. In fact, engagement decreases for posts with six or more hashtags, so it's better to use five or fewer hashtags.

3. Young adults love Instagram

With one billion monthly active users of the Instagram app, 71% of them are 35 years old (Statista, 2020). These Instagram statistics provide information about the worldwide distribution of users as of January 2020. The most strongly represented age groups are users between the ages of 25–34, followed by users between the ages of 18–24. Are these demographic groups also found in your audience?

Understanding the demographics on each social network will help you determine which platforms make the most sense for your brand. That way, you can be sure that you're not creating content for a platform that your audience isn't even present on. However, if your target market is young adults, you can be sure that Instagram is the place for you. Once you know this, you can start creating Instagram content that suits your users' needs. In addition to the selection of images and videos, pay particular attention to the text of your Instagram posts.

4. Average length of stay on Instagram

People spend almost as much time on Instagram as they do on Facebook. The time Android users spend on Instagram is approaching that of Facebook. In June 2018, Facebook users spent an average of 58 minutes per day on the platform, compared to the 53 minutes per day of Instagram users (Recode 2018).

Time spent on Instagram plays an important role. Because the more time people spend in the app, the more ads they see and the greater the chance that your brand will catch their eye. Instagram also revealed that the introduction of the story function made it possible to increase the time spent in the app every day. But it's not just the time spent on Instagram that matters. The time of day when users are most active on the platform also plays an important role. This article will tell you the ideal times to post for your brand.

5. Instagram statistics: Companies rely on Instagram

As Instagram grows in popularity, an estimated 71% of U.S. businesses say they use Instagram for business purposes (Mention, 2018). The same study also shows that 7 out of 10 hashtags on Instagram are branded. In addition, more than 80% of companies consider Instagram engagement to be the most important metric for them. Instagram engagement may be one of the most important KPIs for many marketers. However, measuring this metric is not an easy task. With the Instagram platform evolving rapidly, it is difficult to keep up with all of the updates and measure correctly.

Companies have a great opportunity to market their products with Instagram. The platform not only offers a huge market. You can also reach an interested audience here - without having to spend large sums of money.

6. More sponsored content

The trend for influencers to post sponsored content on Instagram continues to grow. From February 2018 to February 2019, the number of Instagram influencers using the hashtag "ad (#advertisement)" increased by 133 percent (Socialbakers, 2019).

In fact, almost 25,000 Instagram accounts were posted with the #ad hashtag in the first quarter of 2019 (Socialbakers, 2019).

Since posts from influencers with a larger audience are likely to have more views and reach, it can be expected that these accounts will be more sought-after for influencer marketing campaigns than those with fewer followers.

This is reflected in the number of times these high profile influencers have used the #ad hashtag. More than a quarter (26 percent) of influencers with over a million followers use #ad in their posts. In comparison, fewer than one in five influencers with fewer than one million followers and only around two percent of micro-influencers with fewer than ten thousand followers use the hashtag.

And it's not just the sponsored posts from influencers that are becoming increasingly popular. Across all Instagram posts, #ad usage increased 120 percent during this period.

7. Instagram statistics and the use of stories

Instagram started its stories function in August 2016. This feature enables users to take photos or videos that disappear after 24 hours. After the introduction of this feature, users suddenly shared a lot more content than before. 500 million Instagram accounts use Instagram Stories every day (Instagram, 2018). But that's not all: 1/3 of the most viewed Instagram stories now come from companies.

Before Instagram stories, users usually shared their important moments, which usually didn't happen every day. Instagram hit the nail on the head with its stories feature. It gave users a reason to share their everyday moments without actually having to keep such content on their profile. This is also a great opportunity for companies to increase their visibility.

8. Instagrammers follow brands

A full 50% of Instagram users follow at least one company (Mention, 2018). That means brands have a great opportunity to increase their reach through Instagram. Regardless of whether you are a local brand or a global company - with Instagram you have the potential to strengthen your brand.

An Instagram business profile allows brands to add additional contact information that is not available for personal profiles. This includes a business phone number and address. With a company profile on Instagram, you also have access to Instagram Analytics. This gives you data on impressions and reach by post as well as further information about the demographic characteristics of your audience. This feature will help you understand what type of content your audience likes best. It doesn't matter if it's food, clothing, or whatever niche you're interested in. Chances are, there are users out there who would follow you or your brand on Instagram.

9. Instagram statistics and the importance of engagement

Instagram engagement with brands is growing. It rose 29% between October 2017 and May 2018 (Socialbakers, 2018). This means that brands can generate more than four times the engagement on Instagram compared to Facebook.

We understand that Instagram engagement is important to brands. However, the question remains, what Instagram engagement actually is and how it is measured. Instagram engagement is the level of engagement your followers have with your content. This can take the form of likes, comments or shared content. Instagram is a visual content based platform, which is one of the reasons for the high engagement. It provides a platform for different types of content including photos, videos, live videos, stories and also the IGTV app. This increases creativity in content creation as there are a variety of content types to choose from. If you're a brand or a company, you should take advantage of Instagram's potential to improve your engagement rate.

10. Instagram has a strong influence on shopping behavior

We have already discussed the impact of Instagram on brands. But let's go a little deeper into the matter. Instagram helps 80% of Instagram users decide whether to buy a product or service (Facebook, 2020). Instagram users are increasingly reporting that they are making a purchase decision based on something they saw while browsing the app. So if your brand doesn't include Instagram in your social media marketing, you are missing out on a great opportunity. This is especially true if your company wants to appeal to the group of millennials.

There are a number of different tactics that can be used to influence the buyer's purchase decision on Instagram. Whether it's Instagram ads, engaging users with creative stories, or making relevant Instagram hashtags more discoverable, if you get it right, all of these can play a role.


Over the years, Instagram has proven to be a powerful marketing tool for businesses looking to expand both their visibility and reach. We hope that this post on Instagram statistics for the year 2021 has helped convince you to get involved on Instagram and give you some suggestions for the next steps on the platform.

Summary: Instagram statistics

Here is a summary of Instagram stats for 2021:

  1. 1 billion monthly active Instagram users.
  2. The average post on Instagram contains 10.7 hashtags.
  3. Of one billion monthly active users of the Instagram app, 71% are under 35 years of age.
  4. Instagram users spend an average of 53 minutes a day on the platform.
  5. 500 million Instagram accounts use Instagram's story function every day.
  6. The use of the #ad hashtag on Instagram increased by 133% from February 2018 to February 2019.
  7. Compared to Facebook, Instagram can generate over 4 times more interactions.
  8. 71% of US businesses use Instagram.
  9. Instagram helps 80% of its users make a decision to buy a product or service.
  10. 50% of all Instagrammers follow at least one company.

Would you like to find out more?

Would you like to find out more about Instagram statistics or some of the aspects discussed here? Then let us know in the comments below.