15 Instagram Stats Marketers Need To Know To Succeed

Instagram has evolved, and so has its user base, its business features, its algorithms and technological capabilities. So as you plan your Instagram marketing strategy for 2022, it’s important to know the latest facts about all things Insta. 

Use these updated stats to make important decisions about your marketing campaigns on Instagram.

1. 1.22 billion people use Instagram each month

In case it’s not clear: Instagram is very, very popular. That’s still only half as many people as Facebook and Youtube each have logging in each month, however.

2. 18 to 34 year olds make up the biggest share of Instagram’s audience

This key demographic accounts for about 60% of Instagram’s audience.

profile of Instagram's advertising audience

3. Instagram is Gen Z’s favorite social platform

Global internet users aged 16 to 24 prefer Instagram to other social platforms — yep, even ranking it above TikTok. If that’s an age cohort you’re looking to reach, Insta is apparently the place to be.

4. Gen X males are the fastest growing Instagram audience

Last year, the number of 55 to 64 year old males using Instagram grew by 63.6%. So, yes, it’s a place where the kids are hanging out, but don’t discount the fact that you can find other generations represented here too.

5. Instagram’s audience is split pretty evenly between males and females

Unfortunately, we don’t have any stats at this point on users who fall outside of the gender binary, but according to what Facebook’s reporting tools can tell us, Instagram’s audience self-identifies as 50.8% female and 49.2% male.

6. 59% of U.S. adults use Instagram daily

And 38% of those daily visitors are logging on multiple times per day.

Better give ‘em something to look at while they’re there: make sure you’ve got fresh content going up consistently.

7. 20. 57% vs. 51%: Users learn more life skills from social media than university

Globally, 57% of social media users say they’ve learned more about life from social media than being at university.

While information accuracy on social media continues to be a challenge for all platforms, users report wanting to engage with learning opportunities more on social media than in traditional school environments. This is a great opportunity for brands to highlight educational content in creative ways.

8. Instagram isn’t a popular source for getting news

Only one-in-10 U.S. adults say they seek out news on Instagram — and 42% say they straight-up distrust it as an information source. So if you’re in the business of disseminating important information, Instagram may not be the best place to get your serious message across.

9. Adult Instagram users are on the app nearly 30 minutes per day

They’re exploring not just their newsfeed, though: they’re scrolling through Instagram Stories, checking out Livestreams and watching Reels. Wise brands will deliver something satisfying across all the different features so that followers are entertained, wherever they’re spending those 30 minutes.

10. 500 million accounts use Instagram Stories daily

Instagram hasn’t shared updated stats since 2019 (a lifetime ago in social media years) but it’s likely only gotten higher. What started as a Snapchat-inspired foray into video has become a staple of the platform, and one that offers lots of opportunity for brands to get creative. 

11. 58% of users say they’re more interested in a brand after seeing it in a Story

Stories have sticking power! And another 50% of Instagram users say they’ve gone ahead and actually visited a website to make a purchase of a product or service after seeing it in Stories.

12. Brand Stories have an 86% completion rate

That’s just a small increase from 85% in 2019. Entertainment account Stories saw the largest increase in completion rate, from 81% to 88%. Sports account Stories have the highest completion rate, at 90%.

13. The most active brands post 17 Stories per month

Story frequency is generally up this year, so if you want to keep up with the top performers (and make sure your content isn’t lost in the ruckus), it’s wise to aim to post a Story approximately every other day.

14. Instagram Stories generate a quarter of the platform’s ad revenues

Despite the fact that they might not reach as far as posts, in 2022, Stories ads are predicted to bring in almost $16 billion in global net ad revenues.

Instagram Stories ad revenues worldwide

15. #Love is the most popular hashtag

Maybe it’s a clue that people on Instagram want to keep things positive and light?10

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