Instagram 2024: Key Stats and Trends for Marketers and Influencers

Instagram Facts & Statistics

As we navigate through 2024, the Instagram continues to evolve, not just as a social network but as a cultural barometer and a marketplace of ideas and products. With over 1.4 billion monthly active users, Instagram's canvas is vast and varied, offering a kaleidoscope of trends, preferences, and behaviors that marketers, influencers, and businesses cannot afford to ignore. 


Imagine a world where a single scroll can influence consumer behaviour, where a hashtag has the power to launch movements, and where the art of storytelling is compressed into a square frame. This is the world of Instagram a platform where every post is a potential trendsetter and every story a touchpoint for engagement. In this article, we delve into the most compelling Instagram statistics of 2024, providing a unique lens through which to view the platform's impact on marketing, communication, and social interaction

From the fact that Instagram is the 10th most Googled term, signalling its undeniable relevance, to the nuanced understanding of peak engagement times that can make or break a marketing campaign, these statistics are not just numbers—they are narratives waiting to be told. They are the pulse of a platform that has woven itself into the fabric of our daily lives, influencing everything from brand perception to purchase decisions.

As we unpack these statistics, we invite you to join us on a journey through the vibrant corridors of Instagram. Whether you are a marketer seeking to amplify your brand's voice, an influencer aiming to grow your following, or a curious observer of digital culture, these insights are your compass in the ever-expanding universe of Instagram. Let's explore together how this platform is not just reflecting our world but shaping it in real-time. 

Age Group Percentage of Users 
13-17 years 7% 
18-24 years 31% 
25-34 years 33% 
35-44 years 16% 
45-54 years 8% 
55-64 years 4% 
65+ years 2% 

Top Instagram Facts 

Top Instagram Facts 
  1. Origins and Founders: Instagram was created by Kevin Systrom and Mike Krieger and was initially launched as a photo-sharing app in San Francisco in 2010. 
  1. Initial Prototype: The first prototype was a web app called Burbn, which focused on location check-ins. The founders shifted their focus to photo sharing, which was a popular feature among Burbn users, leading to the creation of Instagram. 
  1. Launch Date and Initial Growth: Instagram was officially launched on October 6, 2010, and it gained 25,000 users on its first day. By December of the same year, the user base had grown to 1 million. 
  1. Acquisition by Facebook: In April 2012, Facebook acquired Instagram for $1 billion in cash and stock when Instagram had only 30 million users. 
  1. Expansion to Android: Instagram was released for Android devices on April 3, 2012, and it was downloaded more than 1 million times in less than one day. 
  1. The Name: The name “Instagram” is a portmanteau of “instant camera” and “telegram,” reflecting the app's purpose for quick photo sharing. 
  1. Funding and Valuation: In February 2011, Instagram received $7 million in Series A funding, and in April 2012, it was valued at $500 million. 
  1. Leadership Changes: Founders Kevin Systrom and Mike Krieger stepped down from Instagram in 2018, and Adam Mosseri became the head of Instagram. 
  1. The Idea Behind Instagram: The app was designed to simplify photo sharing and to capitalize on the increasing quality of smartphone cameras, particularly the iPhone 4, which was released in June 2010. 

Instagram's Worth and Its Impact on the Social Media Landscape 

Instagram's Worth and Its Impact
  1. Estimated Worth: Instagram's estimated net worth in 2024 is projected to reach a staggering $200 billion, showcasing its significant value in the social media market. 
  1. Acquisition by Facebook: Instagram was acquired by Facebook in 2012 for $1 billion. Today, Instagram is worth 100 times what Facebook paid for it, highlighting its exponential growth and value. 
  1. Revenue Generation: Instagram generated an estimated $51.4 billion in revenue in 2022, accounting for almost 45% of Facebook's total revenue. The platform's ad revenue was $43.28 billion in 2022, and it is predicted to be even higher in 2023, at $50.58 billion. 
  1. Marketing Impact: Instagram has become a crucial platform for digital marketing and advertising. A survey found that 69% of marketers in the US are spending most of their budget on Instagram. About 81% of Instagram followers use the platform to learn more about various products, brands, and services, indicating its influence on consumer behaviour. 

From Zero to Millions: How Many Instagram Users Are There Today? 

From Zero to Millions - Instagram Active users
  1. Massive Global Presence: Instagram boasts a staggering 2.5 billion active monthly users, making it one of the top social media platforms globally. This vast user base underscores Instagram's significant influence and reach across different demographics and geographies. 
  1. Steady Growth: The platform has experienced consistent growth, with an increase of 50 million users from 2023 to 2024. This growth trajectory highlights Instagram's enduring appeal and its ability to attract new users, year after year. 
  1. Young User Demographic: A significant portion of Instagram's user base is under the age of 35, with nearly 70% of its users falling within this age group. This demographic trend emphasizes Instagram's popularity among younger generations and its potential for brands targeting this audience. 
  1. Gender Distribution: Instagram's user base exhibits a nearly balanced gender distribution, with 51.8% male users and 48.2% female users. This diversity in gender representation indicates the platform's wide appeal across different segments of the population. 
  1. Global Reach: Instagram's users are spread across the globe, with India having the highest number of users at 326.6 million. This global reach is a testament to Instagram's universal appeal and its effectiveness as a platform for connecting people from various cultural and geographic backgrounds. 

The Latest Instagram Account Growth Statistics You Need to Know 

The Latest Instagram Account Growth Statistics
  1. Annual User Increase: Instagram has been adding an average of over 70 million new users each year since 2020, indicating a robust and consistent growth in its global audience. 
  1. Growth Rate Slowdown: The rate of new user acquisition on Instagram is expected to decelerate, with projections showing a growth of 50 million users from 2023 to 2024, and a further slowdown to 40 million from 2024 to 2025. 
  1. Regional Growth: The Asia-Pacific region, particularly India, is a significant driver of Instagram's growth. This region is expected to account for nearly 40% of Instagram's user base by 2025. 
  1. Follower Growth Rate: The average monthly follower growth rate on Instagram is 0.8%, which serves as a benchmark for accounts to gauge their performance in attracting new followers. 
  1. Demographic Shifts: The platform is seeing a demographic shift, with experts predicting that nearly 40% of Instagram accounts will be from the Asia-Pacific region by 2025, largely due to the platform's expansion in India. 

From Sports to Fashion: Meet the Most Influential Instagrammers 

Sports and Fashion on Instagram
  1. Cristiano Ronaldo's Dominance: Cristiano Ronaldo leads as the top Instagram influencer with an astounding 531 million followers. His influence extends beyond sports, representing major brands like Nike, Herbalife, and TAG Heuer. 
  1. Diverse Influencer Genres: The top influencers on Instagram span a variety of genres, including comedy, lifestyle, beauty, and sports. This diversity showcases Instagram's broad appeal across different interests and demographics. 
  1. Significant Earnings: Top influencers on Instagram can earn millions per year through brand partnerships, leveraging their massive followings to turn content into significant revenue. These financial potential underscores the platform's role in modern digital marketing strategies
  1. Global Reach and Appeal: The list of top influencers includes personalities from various countries, highlighting Instagram's global reach. Influencers like Khaby Lame, Huda Beauty, and Charli D'Amelio have followers worldwide, emphasizing the platform's international influence. 
  1. Cross-Platform Success: Many of Instagram's top influencers began their careers on other platforms such as Vine, YouTube, or TikTok, before migrating their followers to Instagram. This cross-platform success illustrates the fluid nature of digital fame and the importance of a multi-platform presence for maximizing influence. 
Rank Account Current Followers 
1 Instagram 668 million 
2 Cristiano Ronaldo 619 million 
3 Leo Messi 498 million 
4 Selena Gomez 429.8 million 
5 Kylie 400 million 
6 Dwayne Johnson 396.1 million 
7 Ariana Grande 380.5 million 
8 Kim Kardashian 364.1 million 
9 Beyoncé 319.8 million 
10 Khloé Kardashian 311.1 million 

Is Instagram the New Money-Making Platform? Exploring Earning Potential on the Gram 

Instagram Money Making Platform
  1. Instagram's Revenue: In 2022, Instagram generated an estimated $51.4 billion in revenue, accounting for almost 45% of Facebook's (now Meta Platforms) total revenue. This underscores the platform's substantial economic impact
  1. Influencer Earnings: Influencers with over 100k followers can earn between $1,000 to $5,000 per post, depending on various factors such as engagement rate and niche. 
  1. Top Earners: Cristiano Ronaldo, with 475 million followers, can command an estimated average price per post of $1,604,000, making him one of the highest earners on Instagram. 
  1. Average Influencer Income: The average influencer on Instagram makes $2,970 per month, though this can vary widely based on follower count and engagement. 
  1. Micro-Influencers: Accounts with 1,000 to 10,000 followers can earn an average of $1,420 per post, highlighting opportunities for smaller accounts. 
  1. Mega-Influencers: Accounts with over one million followers can earn about $15,356 per month, showcasing the lucrative potential for highly popular influencers. 
  1. Influencer Marketing Spend: Marketers spend an estimated $8 billion annually on Instagram influencers, indicating the platform's critical role in digital marketing strategies. 
  1. Global Influencer Market: The global influencer market size reached a record of $24 billion in 2024, reflecting the growing investment in influencer marketing. 
  1. Engagement and Earnings: Engagement rate, niche, and content quality are key factors influencing earnings on Instagram, with high-engagement accounts and those in lucrative niches (like beauty and fitness) often commanding higher rates. 

The Rise of E-commerce: Top Online Brands Dominating Instagram

  1. Nike remains the top brand on Instagram with over 350 million followers, underscoring its powerful global presence and influence. 
  1. Instagram itself is the second most followed brand account with over 300 million followers. 
  1. National Geographic continues its strong showing in third place with over 290 million followers. 
  1. Sports dominate the top brands list with accounts like Real Madrid, FC Barcelona, NBA, Adidas Football, and more. 
  1. Fashion labels like Zara, H&M, Gucci, Louis Vuitton, and Chanel also rank among the most followed brands. 
  1. Food and beverage giants like Starbucks, Red Bull, and McDonald's enjoy huge audiences in the hundreds of millions. 
  1. Beauty brands like MAC Cosmetics and NYX Professional Makeup are go-to accounts for makeup tips and trends. 
  1. Gaming brands like PlayStation and Xbox delight fans by previewing new games and consoles. 
  1. Entertainment brands like Netflix, Marvel, and Disney showcase upcoming movies, shows, and characters. 
  1. Instagram's Role for Brands: Instagram enables companies to visually represent their brand, craft a personality, and stay top-of-mind for millions of users who scroll through the platform daily. Brands must create a cohesive visual identity and show authenticity to connect with their audience. 
  1. Brand Relationships: Two-thirds of active Instagram users report that the platform allows them to build meaningful relationships with brands, highlighting Instagram's role in fostering brand-customer connections. 
  1. Ad Revenue Growth: Instagram's ad revenue was $43.28 billion in 2022 and was predicted to rise to $50.58 billion in 2023, with continued growth expected. This revenue growth is outpacing that of Facebook, indicating Instagram's increasing importance for marketers. 
  1. Beauty and Skincare Dominance: Instagram hosts a larger community of beauty brands and influencers compared to other platforms, with brands like Kylie Cosmetics amassing 25.9 million followers and continuously growing. 
  1. Most Followed Brands: The most followed brand account on Instagram is Instagram itself, with more than 558 million followers, followed by National Geographic with over 242 million followers. 
  1. Top 10 Brands by Followers: The top brands on Instagram by follower count include UFC (39+ million), Sports Center (38+ million), Mercedes Benz, Mac Cosmetics, Formula One (F1), Earth Pix, Calvin Klein, Wonderful_Places, Sephora, and Stranger Things. 
  1. Engagement with Brands: Major brands post on Instagram an average of 1.56 times per day, and 98% of fashion brands use Instagram for marketing, demonstrating the platform's centrality to brand engagement strategies
  1. Food and Restaurant Brands: Food and restaurant brands like Starbucks effectively use Instagram to showcase their products, with Starbucks featuring detailed stories about their employees and customers on their profile. 
  1. Fashion Brand Presence: FashionNova, Nike, H&M, Old Navy, Gucci, SHEIN, Tiffany & Co., Vans, and Starbucks are among the best-performing brands on Instagram, leveraging the platform as a modern fashion magazine. 
  1. Influencer Marketing Contribution: Influencer marketing contributes significantly to Instagram's growth, with more than 93% of marketers planning to use the platform for influencer purposes, indicating the symbiotic relationship between brands and influencers. 

The Most Liked Instagram Posts of All Time 

  1. Lionel Messi's post celebrating Argentina's 2022 FIFA World Cup win is the most liked Instagram post ever, with over 75.5 million likes as of January 2024 
  1. An image of a plain brown egg previously held the record for the most liked Instagram post, with over 55 million likes before being surpassed by Messi's post. 
  1.  5 of the top 10 most liked Instagram posts are by footballer Lionel Messi, while 4 are by Cristiano Ronaldo, showing their immense popularity. 
  1. The top 4 most liked Instagram posts in 2023 are all related to football and the 2022 FIFA World Cup, highlighting how major sporting events can drive engagement. 
  1. Hashtags like #love, #instagood, and #fashion are used in posts that get the most likes, suggesting popular themes and content types.  
  1. Kylie Jenner previously held the record for the most liked Instagram post before the famous egg picture took over in 2019.  
  1. Images showing major life events and achievements, like Messi's World Cup win post, tend to gain the most likes and engagement.  

The Secret to Instagram Success: Mastering the Art of Hashtags 

  1. Instagram first introduced hashtags in January 2011, allowing users to tag their photos and follow specific hashtag feeds to see related content.  
  1. The adoption of hashtags helped Instagram users connect with one another around shared interests and events. It made content more discoverable.  
  1. By December 2011, just one year after launch, Instagram had over 15 million registered users who had shared over 150 million photos using hashtags.  
  1. Initially hashtags on Instagram only worked in captions. The ability to add hashtags in comments wasn't introduced until 2013.  
  1. Over time, hashtags became central to Instagram engagement. As of 2024, the top hashtags like #love, #instagood and #fashion have billions of posts.  
Hashtag Number of Posts (in billions) 
#love 2.3 
#instagood 1.8 
#fashion 1.2 
#photooftheday 1.1 
#tbt 0.6 
#followme 0.6 
#like4like 0.55 
#picoftheday 0.75 
#selfie 0.5 
#friends 0.45 

Instagram Statistics By Country  

Country Number of Instagram Users  
India  350 million 
United States 190 million 
Brazil 140 million 
Indonesia 100 million 
Turkey 65 million 
Japan 45 million 
Mexico 40 million 
United Kingdom 30 million 
Germany 30 million 
Italy 25 million 

But, This Doesn’t End Here 

  1. Gender representation is almost equal on Instagram with about 51% male and 49% female users. 
  1. Instagram boasts high engagement levels globally – around 60% of users log in daily to access the platform. 
  1. Over 40% of Instagram's user base comes from the Asia Pacific region, led by India, Indonesia and Japan. 
  1. Instagram reaches between 20-30% of the population in most countries, going as high as 70%+ in some nations. 
  1. The platform continues to grow steadily, adding over 50 million users yearly, though at a slowing pace compared to previous years. 


Based on the Facts and Statistics provided, it can be inferred that Instagram has experienced significant growth and success since its launch in 2010. Facebook acquired Instagram in 2012 for $1 billion. It has a large and diverse user base, particularly among younger demographics. The platform plays a key role in digital marketing and advertising. It is estimated to have a net worth of $200 billion in 2024.

Instagram generates substantial revenue, contributing to Meta Platforms' total revenue. Influencers and brands are important on the platform, with top influencers earning significant incomes. Brands use Instagram for customer engagement and marketing. India has the highest number of Instagram users. While the growth rate has slowed, Instagram remains one of the top social media platforms globally, with a strong presence across demographics and geographies. 

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