UPDATE February 7, 2019 — In the last year, Instagram has experienced incredible growth. The platform recently launched its vertical video platform, IGTV, and Instagram Stories is on track to double its daily active user base from 400 million daily users to 600 million daily active users by June of 2019. This makes Instagram Stories arguably just as important as the main feed for marketers.
Since launching in 2010, Instagram has quickly become one of the most popular social media platforms in the country, favored by both Millennials who are drawn to Instagram’s content-first format and marketers looking to create brand-sponsored content with the photo-sharing app’s most popular social media influencers.
To illustrate the social media platform’s immense marketing potential, we’ve compiled top stats to help companies learn more about the reach, growth, and demographics of Instagram.
Here are 10 critical Instagram statistics for social media marketers:
The photo- and video-sharing platform now has over 1 billion users, 500 million of whom use the platform every single day (termed daily active users, or DAUs). This figure makes Instagram the third most popular social media platform (behind only Facebook and YouTube) and places it well ahead of Twitter (326 million active users), Snapchat (150 million active users), and Pinterest (250 million active users).
Within months of Stories launch in 2016, a staggering 100 million Instagram users reported that they viewed Instagram Stories every single day. In April of 2017, that number grew to 200 million, and just 14 months after that, Instagram Stories users doubled again to 400 million daily users. A December 2018 conference call revealed that Instagram Stories now boasts more than 500 million daily active users. At that rate, approximately half of Instagram’s 1 billion total users are also viewing or publishing Instagram Stories content every day.
To put this growth into further perspective, in June 2016 Instagram’s total users crossed the 500 million mark, six years after their launch. Instagram Stories has seen this same amount of user base growth within just two years. This means Instagram Stories will likely hit 600 million daily active users by June 2019.
CEO Mark Zuckerberg recently announced that much of the app’s 2019 features will focus on creating new experiences for e-commerce and shopping on Instagram. With a third of the most viewed Stories coming from business accounts, and more than 90 million users now tapping to reveal tags in shopping posts on Instagram every month, these new updates will surely present new opportunities for big and small companies.
Instagram announced this February that Instagram has over 2 million advertisers. As Instagram reported back in November of 2017, more than 25 million businesses are on Instagram. What’s more, Instagram reports that in a single month, 120 million users interact with a business on Instagram by visiting a website, emailing, calling, direct messaging, or getting directions through the app, and over 80% of Instagram users follow a business on Instagram.
Instagram has yet to release daily upload benchmarks, however, in their 2018 Instagram Recap they revealed that throughout 2018, the heart emoji was used in in-feed post comments over 14 billion times. Back in 2016 when Instagram had half its current userbase they reported extremely active user engagement with over 95 million photos uploaded to the platform every single day and over 4.2 billion daily likes.
According to Statista, Instagram experiences a growth of over 200 million new accounts each year. In September of 2017, Instagram reported 800 million users only to celebrate their 1 billionth user nine months later. From April 2017 to September 2017, a five-month span, Instagram gained 100 million new users.
Instagram’s seen some growth in its share of users in the United States, which is now at about 105 million. In total, about 88% of Instagram’s user base lives outside of the United States. 40% of the U.S. population is expected to be on the app by 2022.
See our full breakdown of time spent on social media over a lifetime for more information on how much time we devote to Instagram, Facebook, YouTube, Snapchat, Twitter, and more. In August of 2018 Instagram rolled out features that let users see how much time they are spending on the apps. The features include daily and weekly data on time spent within each app, a feature for temporarily muting push notifications, and a daily reminder system to notify you when you’ve hit a self-designated cut-off time for the day.
The Pew Research Firm found that over half of young adults (ages 18-29) in the U.S. with access to the internet use Instagram, and of those surveyed, 49% of active users visit the platform at least once daily. According to the study, 21% of all adults (internet users 18 years of age and older) also use Instagram, making it a valuable tool for marketing to large segments of the population.
The illustrious online publication Mashable rated Instagram the best photo app of all time, citing the impact Instagram has had in mainstream culture as the primary reason behind the app’s selection. Lastly, Forrester Research rates Instagram as the No. 1 social media engagement tool for brands two years in a row besting both Facebook and Twitter by significant margins.