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10 Instagram Statistics Every Marketer Should Know in 2023 [INFOGRAPHIC]

 By Andrea M. 
Last Updated on: January 13, 2023

Instagram revolutionized the way we live. Meta's social network has penetrated the daily lives of Internet users so that it is even familiar can't avoid sharing a story, a reel, or a picture to that platform when you are in a well-decorated place, at a concert, or in front of a plate of food. Any pleasurable experience is worthy of sharing on Instagram.

However, in times where 62.5% of the world's population has access to the Internet and where the average user spends six hours and 49 minutes a day on the web for many reasons, Instagram is also one of the favorite platforms to selling. So, if you don't believe it, here are 10 Instagram stats every marketer should know in 2023.


๐Ÿ’ก Instagram Statistics โ€” Highlights

  •  Instagram is the fourth most-used Internet platform worldwide, with 1.44 billion monthly users
  •  The average Instagram user spends approximately 51 minutes a day on the app
  •  62% of Instagram users use the platform to follow brands and research products or services
  •  61% of the market share of Instagram advertising is concentrated in audiences between 18 and 34 years of age
  •  200 million users visit at least one business profile on Instagram every day
  •  27% of marketers say that Instagram is the second most important platform for online sales
  •  61% of marketers plan to increase their organic activities over the next year
  •  71% of marketers say Instagram is the platform they most want to learn about
  •  Average interaction on Instagram increased by 5% in Q3 of 2022
  •  Video is the format that generates the most engagement on Instagram, with an average of 24.25 comments

1. Instagram is the fourth most-used Internet platform worldwide, with 1.44 billion monthly users

Social media is here to stay. Until July 2022, 4.70 billion people are using those platforms. Moreover, apps designed for mobile devices have reached such a high level of popularity that 92% of Internet users use the web to browse social media, which makes those types of apps the second most used after chat platforms.

If you have yet to decide to build a plan for Instagram, you should know that according to recent data, it is the fourth most used platform in the world. With 1.44 billion monthly users as of July 2022, it ranks only below WhatsApp (2 billion), YouTube (2.47 billion), and Facebook (2.93 billion).

Consider each platform's adoption levels to focus your efforts better when planning your digital marketing strategy.

10 Instagram Statistics Every Marketer Should Know in 2023 1 min

2. The average Instagram user spends approximately 51 minutes a day on the app

Just as it is crucial to know the level of adoption of each platform among social media users, it is vital to see each app's penetration. 

According to Similarweb's data,  Instagram is the third favorite social network of Internet users (ranking below Facebook and Twitter), and the time a person can spend on the platform is approximately 51 minutes daily. Not bad at all.

To your advantage, look at your account's most active periods to match your customers' time on the platform.

Regarding engagement and considering its competition, Instagram ranks third, below the time users spend on YouTube (74 minutes per day) and TikTok (95 minutes per day).

10 Instagram Statistics Every Marketer Should Know in 2023 2 min

3. 62% of Instagram users use the platform to follow brands and research products or services

We previously mentioned how Instagram had become part of our daily lives, and the data proves it, as 70.2% of those who use Meta's platform daily enter the app to post any photo or video to keep in touch with their friends and followers. However, the second use given to Instagram is purely commercial, which you must consider if you want to plan a successful digital strategy for your brand. 

According to GWI's most recent study, as of March 2022, 62.7% of active Instagram users recognized that after using the app to share memorable moments, they also accessed it to research brands, products, and services. 

In that sense, Instagram is the most used platform for this purpose, even over Facebook (55.7%) or Pinterest (38.5%). So, are you communicating your brand assertively? Study your audience and their behavior to create content that drives activity in your business based on identification, usefulness, and loyalty.

According to the same study, 61.4% of the responses of the surveyed users showed that the third use given to Instagram is to consume fun and entertaining content.

10 Instagram Statistics Every Marketer Should Know in 2023 3 min

4. 61% of the market share of Instagram advertising is concentrated in audiences between 18 and 34 years of age

If you have a brand that seeks millennials' consumption, you should fine-tune your strategy on Instagram, as the competition to conquer the fourth most popular platform in the world is fierce. 

According to Meta's data published by Hootsuite in its annual 2022 Internet Usage Report, most of Instagram's advertising market share (61%) is concentrated among users between the ages of 18 and 34. While the data is helpful, it's more interesting when viewed up close. 

According to the study, on Instagram, more than 50% of the advertising targets male audiences, while female audiences only represent 27% of advertising's market share. So who is your brand speaking to?

10 Instagram Statistics Every Marketer Should Know in 2023 4 min

5. 200 million users visit at least one business profile on Instagram every day

You're missing out on a great business opportunity if you have a brand but don't have an optimal, eye-catching, and valuable Instagram account. 

A survey conducted by Meta revealed that not only do 200 million Instagram users visit at least one business profile daily, but 80% of them use the platform to make the final decision on whether or not to buy a product or service.

Brand-led communications substantially impact people, leading them to take action. Not only because it gives them immediate visual access to your product but also because Instagram is user-friendly when making virtual purchases.

10 Instagram Statistics Every Marketer Should Know in 2023 5 min

6. 27% of marketers say that Instagram is the second most important platform for online sales

Facebook still takes at least 25% of all digital ad spending on the Internet and remains the number 1 platform for marketers. However, according to Social Media Examiner's annual social media consumption study, 27% of those who manage business profiles said that Instagram was their second best-selling social media platform.

According to the same source, YouTube ranks third among the preferred platforms for advertising with 20% of the responses, followed by LinkedIn with 17%.

The above figure corresponds with a survey conducted by Meta to 3,700 users between December 2021 and January 2022, where they said that Instagram was the preferred social network for building customer relationships.

10 Instagram Statistics Every Marketer Should Know in 2023 6 min

7. 61% of marketers plan to increase their organic activities over the next year

Instagram ads show your product or service to other users. How many of them? It depends on your budget. The truth is that while in 2022, you need to pay-to-play on this app (and almost on any Internet site), Instagram is the second platform that most directs users to the landing pages of businesses (43%).

Social Media Examiner reveals that Facebook ads offer the most traffic to business websites (51%). And yet this platform will continue to take the aggressive part of marketers' budgets; Instagram is the one that will take the bulk of organic content creation. 

This behavioral prediction is based on the responses of the previous study in which 61% of marketers said they would increase those types of posts on this platform over 2023, making Instagram the top site to implement this organic-driven strategy.

10 Instagram Statistics Every Marketer Should Know in 2023 7 min

8. 71% of marketers say Instagram is the platform they most want to learn about

Facebook's decline is evident. Although it continues to be the most used social network in B2C marketing campaigns, it is losing its dominance. That scenario is evidenced by the study that Social Media Examiner published in July 2022, which states that Facebook's importance has fallen by 6% since 2020, while Instagram's went from 22% to 24% in two years.

For that reason, and due to the changes implemented by that app oriented towards Reels, when marketers were asked about the platform they were most interested in learning about, 71% assured that their interest was in Instagram. YouTube remained in second place with 64%, and Facebook fell to third place with 62%.

10 Instagram Statistics Every Marketer Should Know in 2023 8 min

9. Average interaction on Instagram increased by 5% in Q3 of 2022

When choosing the communication channels for your brand, you should think about the level of engagement you can have with an audience beyond their "likes" who is willing to buy your product or service. 

For this reason, Emplifi Data measured the interaction rate generated by more than two million publications on Instagram between July 2021 and September 2022, showing the industries with the best engagement in their posts are those related to software (43.24 interactions per 1000 impressions, on average); alcohol (41.88); and sporting goods (40.31).

The study shows while those industries rule Instagram (as they did in Q2 of 2022), the average platform's interaction increased by 5% in the new quarter.

10 Instagram Statistics Every Marketer Should Know in 2023 9 min

10. Video is the format that generates the most engagement on Instagram, with an average of 24.25 comments

If messages matter regarding calling to action, so does the format. The reason is that, depending on your choice, it will allow you to reach more customers.

According to Hubspot's most recent report, which considered 110 million posts, video is the format that takes the lead on Instagram, bringing an average of 24.25 comments and 1097 likes per post.

Photo or video carousels take second place as the format that generates the most interaction, with an average of 23.2 comments and 933.7 likes per post.

10 Instagram Statistics Every Marketer Should Know in 2023 10 min

Quick summary:

  •  Instagram is the fourth most-used Internet platform worldwide, with 1.44 billion monthly users
  •  The average Instagram user spends approximately 51 minutes a day on the app
  •  62% of Instagram users use the platform to follow brands and research products or services
  •  61% of the market share of Instagram advertising is concentrated in audiences between 18 and 34 years of age
  •  200 million users visit at least one business profile on Instagram every day
  •  27% of marketers say that Instagram is the second most important platform for online sales
  •  61% of marketers plan to increase their organic activities over the next year
  •  71% of marketers say Instagram is the platform they most want to learn about
  •  Average interaction on Instagram increased by 5% in Q3 of 2022
  •  Video is the format that generates the most engagement on Instagram, with an average of 24.25 comments
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