2024 Instagram Statistics // Everything You Need to Know from SMPerth

Get ready to dive into the future of social media with the ultimate list of Instagram statistics that you need to know for 2024.

Instagram has been making waves with the introduction of more shopping options and Reels to the platform, cementing its position as one of the world’s most beloved social media apps.

As social media professionals, staying on top of the latest trends is crucial, which is why we’ve scoured the web and compiled everything we could find into one comprehensive record, complete with sources.

From global reports like the Digital Report to more locally-focused Australian sources, we keep this page regularly updated with the most recent news, so you can stay ahead of the curve.

Discover all the fascinating facts and stats about Instagram that you never knew you needed to know. Trust us, the future of social media is looking bright, and Instagram is leading the way.

Instagram has a potential ad reach of 1.65 billion people.
Instagram’s audience is 49.4% female and 50.6% male.
The engagement rate for all post types is 1.89%. Photo posts are the most engaging at 3.38%.
Instagram ads reach 30.9% of all internet users.
#Love is the most used hashtag on Instagram. It has been used more than 2.15 billion times
The first photo ever posted to Instagram was of a dog near a taco stand, taken by Instagram co-founder Kevin Systrom.
Instagram has more than 2 billion users using the app every month.
Instagram ads reach 20.4% of the world’s population.
The second most downloaded free app in the Apple store is Instagram.
Instagram is the 4th most-used social media platform in the world.
Instagram users spend almost as much time on the platform as Facebook users. They browse for an average of 53 minutes per day versus Facebook’s 58 minutes daily.
71.9% of posts on Instagram are photos.
14.2% of posts on Instagram are videos.
13.9% of posts on Instagram are carousels.
Instagram is currently hiding likes for the following 7 countries: Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand.
62% of users log into their account at least once per day.
42% of users check their accounts multiple times per day.
The Like button is hit 4.2 billion times per day.

Countries with the highest number of Instagram users as of 2024

India – 362.9 million
USA – 169.65 million
Brazil – 113.6 million
Indonesia – 100.9 million
Turkey – 57.1 million
Japan – 55.45 million
Mexico – 44.85 million
UK – 33.1 million
Germany – 30.35 million
Argentina – 27.85 million

Countries with the highest ad reach compared to the population as of 2024

UAE – 87%
Turkey – 86.8
Chile – 81.6%
Argentina – 79.4%
Brazil– 78%
Israel – 68.3%
Portugal – 67.4%
Sweeden – 65.3%
Australia – 64.3%
Ireland – 61.5%

In 2024, Instagram is Australia’s third most-used social media platform.
Instagram has a potential ad reach of 13.95 million people in Australia.
Instagram’s Australian audience is 55.7% female and 44.3% male.
On average, business accounts in Australia have an engagement rate of 0.92%.
Instagram accounts for 6.8% of link clicks to third-party sites from social media in Australia.

Instagram Stories has 500 million users every day.
62% of users say they are more interested in a brand after seeing it in an Instagram Story.
The heart love sticker is the most used Giphy in Stories.
15% to 25% of people swipe the links in branded stories.
70% of Instagram users watch stories daily.
86.6% of Instagram users post Stories.
Instagram Stories are used by 36% of businesses to promote their products.
49% of Gen Z consumers use stories to find products and services.
70% of Instagram Stories are watched with the sound on.
The average reach rate for brands with large followings is 12% for posts and 2% for Stories.
About 98% of fashion brands use Instagram.

Ads in Instagram Reels can reach a potential audience of 758.5 million people.
The average engagement rate for Reels from Business Accounts is 1.21% of engagement vs followers.
The advertising audience for Reels is 45.0% female and 55.0% male.

As shared by Marketing Brew from the email exchange with Team Whistle:

87% of Gen Z TikTok users who have used Instagram Reels agree with the statement, “Instagram Reels is basically the same as TikTok.”
Most respondents (daily or weekly) who have used Instagram Reels do not think that TikTok is inherently special.
61% of Gen Z TikTok users said they plan to spend more time on Instagram in TikTok’s place.

The average Instagram engagement rate for all types of posts is 1.89%
UAE has the highest advertising reach of 87% of its 18+ population
The engagement rate for photos is 3.38%
The engagement rate for videos is 0.78%
The engagement rate for carousel posts is 1.10%
Each month, there are 2 million advertisers on Instagram.
The estimated advertising reach for Instagram users is 1.65 billion.
Instagram can reach 20.4% of the global population aged 18 years or older.
49.4% of Instagram’s ad audience is female, and 50.6% are male.

Instagram Ad Audience Stats

Below is the percentage of Instagram’s ad audience by age and gender.

18 – 24 years old
- Female – 15.4%
- Male – 16.4%
25 – 34 years old
- Female – 14.3%
- Male – 16.3%
35 – 44 years old
- Female – 8.2%
- Male 7.8%
45 – 54 years old
- Female – 4.8%
- Male – 3.9%
55 – 64 years old
- Female – 2.7%
- Male – 1.8%
65+ years
- Female – 1.6%
- Male – 1.2%

The average business account has a +1.09% monthly growth in account followers.
The average business account posts 1.32 times per day in the main feed.
39.8% of all main feed posts are photos.
21.6% of all main feed posts are carousels.
38.5% of all main feed posts are videos.
The average business account posts 13.1 stories each month.
Business accounts with less than 10,000 followers perform the best:
- Accounts with less than 10k fans have an average engagement rate of 0.90%.
- Accounts with between 10k and 100k fans have an average engagement rate of 0.71%.
- Accounts with over 100k fans have an average engagement rate of 0.65%.