Instagram Statistics 2023: How Many People Use Instagram?

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Looking for the updated Instagram statistics for 2023?

You’re at the right place!

In this article, I’ve researched and brought to you the latest and the greatest Instagram statistics for 2023 that ranges from Instagram user demographics, Instagram likes stats and stats about Instagram for business.

Feel free to use them in your own articles, papers or social media updates.

Led by the two most successful app founders in the history, Instagram has seen tremendous success in the social media industry.

How old is Instagram? How long has Instagram been around?

Hardly seven years.

But with that little time since Instagram’s debut on October 6, 2010, it has opened up new potential for millions of users.20

From turning down a job offer from Zuckerberg himself, in 2014, to closing one of the beefiest deal with the same Facebook founder (for a jaw-dropping $1billion); Instagram CEO Kevin Systrom has had quite a ride.

This deal also proved Mark Zuckerberg’s keen insight into the business potential of an app that hadn’t made a single penny in revenue at the time he bought it for $1billion.

This research article on latest Instagram marketing statistics dives deep into the Instagram usage stats, user demographics and business facts about Instagram.

Quick Navigation (jump to a section you like)

  1. Instagram Statistics: Interesting Data You Should Know
  2. Instagram Demographics & Usage Statistics 2023
  3. Instagram’s Market Valuation (Latest)
  4. Instagram Stories’ Statistics 2023
  5. Instagram For Business Statistics 2023
  6. Instagram Video Stats 2023
  7. Statistics About Instagram’s Direct Feature

Instagram Statistics: Instagram Demographics 2023 & Other Instagram Facts

Ready for some new and exciting Instagram fun facts and research data?

Latest Instagram Statistics, Usage stats and demography data
List of Latest Instagram Stats 2023

Let’s start!

A humble request: I spent enough time and resources to research and collect (& keep them updated) these mind-blowing facts about digital marketing for you. I would appreciate if you could link back to this page when using an Instagram fact in your work. Cheers! ~ Swadhin Agrawal

Instagram User Demographics & Statistics 2023

Here are some of the latest Instagram stats about demographics of Instagram:

1) How many people use Instagram in Total?

Instagram statistics 2023: How many people use Instagram in total
Total Number Of Instagram Users Now Is 1 Billion (June, 2018)

On June 2018, Instagram reported a landmark. Instagram now has over 1 billion monthly active users. This grew from 800 million MAU in September, 2017.

Instagram is growing steadily and is soon expected to cross 2 billion active users by 2023.

Below is a graph by our friends at TechCrunch which shows the growth curve of Instagram user acquisition over time.

Needless to say, this Instagram growth case study proves just one thing, the whole success of a startup/business lies in one thing, giving a feeling of community to the users.

How many users does Instagram has? 750 million
How many people use Instagram per month? 750 million

How many users are on Instagram in 2023?

As per Instagram’s official report, there are over 1 billion users on Instagram. Over 1 billion people now use Instagram at last once per month.

2) Instagram, with 1 billion people who use Instagram per month, has surpassed to become 2x of what Twitter has in terms of monthly active users (MoA).

3) How many people use Instagram daily? Instagram Daily Active Users:

Instagram has a whopping 500 million daily active users who use Instagram daily.

4) What percentage of Internet users are on Instagram?

20% of all internet users are on Instagram.

5) What percentage of US users use Instagram?

20% of all US users use Instagram.

Instagram most used social media app platform by teens

What is the most popular social networking platform amongst teens?According to a recent survey by Piper Jaffray, Instagram is the most popular social media platform/app amongst teens.

Instagram is the only platform that surpasses Snapchat and shows a progressive growth (with Facebook and Twitter declining).

6) How many photos are shared on Instagram each day?

Over 80 million users photos are uploaded to Instagram each day.

7) What is the time spent by an average user on Instagram?
Time spent on Instagram has seen a rise all thanks to the launch of stories. Users under 25, now spend up to 32 minutes a day on Instagram, on average, while those 25 and above spend more than 24 minutes per day.

In another email by SimilarWeb to TechCrunch, the former revealed that the average Instagram users have gone from spending 29 minutes per day on the app to up to 55 minutes per day.

8) Who has the highest engagement on their Instagram posts?

According to research, celebrities get far more engagement on Instagram than other content providers like media houses, journals, etc.

9) What percentage of your Instagram feed do you miss generally?

After the Instagram algorithm change, Instagram says over 70% of your feed gets unseen due to the huge amount of usage and data uploaded.

10) What percentage of Instagram users are from outside the US?

80% of all Instagram users consist of non-US users.

Instagram Users By Country (2023)


Number of Users (in millions)

United States














United Kingdom








Here is a detailed graph that shows the list of countries with the most number of Instagram users:

Instagram users by country 2023
Instagram users by country 2023 (in millions)

As is pretty clear, USA is the country with highest number of Instagram users in 2021 followed by India and Brazil.

11) What percent of Instagram content are photos?

Photos make over 91.07% of all Instagram updates.

12) Which is the first photo shared or uploaded to Instagram and when?

The first ever photo uploaded to Instagram by Instagram co-founder Kevin Systrom on 16th July, 2010. This first image uploaded to Instagram (then called Codename) was of Kevin’s dog and was taken near a Taco stand. This was exactly 3 months before Instagram was released to the public.

This is the first photo ever shared on Instagram.
The first ever photo uploaded to Instagram.

13) How many fake accounts are there on Instagram?

Over 8% reported fake Instagram accounts by spam bots.

14) What positive effect does video has over other content formats on Instagram?

Video content is viewed 5x longer than other static content formats on Instagram.

15) How many “likes” does Instagram users give per day?

Instagram gets a total of 4.2 billion likes per day on its posts from users all around the world.

16) How many online users use Instagram?

6 out of 10 online users use Instagram or have an active Instagram profile.

17) What is the ratio of males to female users on Instagram?

Female vs male on Instagram is 36% vs 24%.

18) Who is the top most followed Instagram user in 2021?

Christiano Ronaldo  is the most followed Instagram users with the highest number of Instagram followers (145m) on Instagram. Selena Gomez is now the second most followed Instagram user close behind Christiano with 144m followers.

19) Top 5 most followed Instagram users:

  1. Cristiano Ronaldo 145m with Instagram followers
  2. Selena Gomez 127m rules the spot with Instagram followers
  3. Ariana Grande 114m with Instagram followers
  4. Beyonce 106m with Instagram followers
  5. Taylor Swift 103m with Instagram followers

When are Instagram users most active?

A research by reveals that Instagram users are most active during lunch time (11am-1pm) and in the evenings (7pm-9pm).

What is the most used Instagram filter?

As per’s research, the most used Instagram filter is Clarendon. The second most popular filter on Instagram is Ghingham.

20) Which is the most used emoji on Instagram?

Most used emoji on Instagram is the red heart <3, which is shared 79% more than the next most popular Instagram emoji, a smiling face with heart eyes.

Here is a list of top 10 most used emojis on Instagram.

Top 10 most used emojis on Instagram

21) What are the most popular food items shared on Instagram?

Here are some interesting Instagram food statistics:

Pizza tops the list with most hashtagged food on Instagram with over 19,701,393 posts about it, followed by Sushi and chicken in the second and third spot of most popular foods on Instagram stats, respectively.

What is the most shared food item on Instagram? Pizza

Instagram Stories Statistics For 2023

With over 250 million active users in just a year of its launch, Instagram’s stories feature has been killing it with its popularity both for users and businesses.

There are now over 500 million Instagram accounts are using Instagram Stories every day!

The success of stories feature has made Facebook add the stories feature to all it’s platforms including messenger, WhatsApp, & Facebook itself.

Instagram users and daily active users of Instagram Stories 2023
Chart showing the growth rate of Instagram’s Stories feature

One of the key features that has catalyzed this growth is the ability to share live videos to your stories for 24 hours before they disappear forever. Below are some important statistics regarding the usage of Instagram stories (source).

22) How many Instagram users use Instagram stories feature? 

According to Instagram, over 500 million Instagram accounts are using Instagram Stories every day.

23) How many Instagram Daily Active Users does Instagram have?

Instagram now has 500 million daily active stories users.

24) What are the top location tags used in Instagram Stories?

  • Jakarta, Indonesia
  • São Paulo, Brazil
  • New York, NY
  • London, UK
  • Madrid, Spain

25) What are the most popular face filters used by Instagram stories users?

  • Puppy ears
  • Sleep mask
  • Bunny ears
  • Love with heart-shaped darts
  • Koala ears

26) What are the most popular stickers on Instagram Stories?

  • Vibrant Location sticker
  • Digital time sticker
  • “Like” sticker
  • Hashtag sticker
  • Weather sticker

27) What are the top used hashtags for Instagram stories?

Below are the best hashtags that are highest used on Instagram stories. I hope you can use them in your own Instagram marketing campaigns to get more exposure and visibility.

  • #WORK
  • #MOOD
  • #TBT
  • #LOVE
  • #HOME
  • #BOMDIA (means hello or good day in Portuguese)
  • #RELAX

Regional distribution of desktop traffic to, by country:

  1. United States 15.8%
  2. Russia 8.03%
  3. Brazil 6.55%
  4. Turkey 4.79%
  5. United Kingdom 4%

Point to note here is India, which is the second largest user base for Instagram, isn’t in the top 5 countries that send desktop traffic to These results are only for desktop traffic, app traffic/usage is something not taken into account.

Instagram Business Statistics 2023

Here are some Instagram stats for business:

28) How many users have a business profile on Instagram?

Instagram revealed it has a whopping 15 million registered business accounts on the platform.

29) How are business profiles using the Instagram stories feature?

Businesses on Instagram are actively using Instagram stories. For example, over 50% of business users created an Instagram story in July 2017.

30) How effective is Instagram Stories feature for businesses on Instagram?

As for the conversions of Instagram Stories, reports say, one in every 5 organic stories gets a direct message.

31) What is the economic profile of Instagram users?

Instagram users are 25% more likely than average internet users to be in the top income quartile.

32) How many followers on average does a brand on Instagram has?

The average number of followers for a brand on Instagram is 1 million.

33) How many users advertise on Instagram?

Instagram now has 1 million monthly active advertisers who use sponsored ads to reach more people on Instagram.

34) How many active accounts can you have on Instagram?

You can have up top 5 legit active accounts on Instagram.

35) What is the maximum duration of an Instagram video (Instagram video length)?

Instagram video length can be anywhere between 3 seconds to 60 seconds.

36) How many people can you follow on Instagram?

You can have a maximum number of 7500 Instagram followers via one profile.

37) What percentage of Instagram’s revenue (income) comes from the US alone?

The US alone contributes to a mind-blowing 85% of Instagram’s total ad revenue.

38) Some more Instagram statistics about brands on Instagram?

According to Instagram, 50% of all Instagram users follow at least one brand on the platform, and 60% of users say they find Instagram as a platform to learn about a business or brand or product.

39) Who owns the record of most watched Instagram stories in the US?

The most watched Instagram stories in the US belong to J Balvin, The Fat Jewish & Lele Pons.

What Is Instagram’s Market Valuation In 2023?

Bloomberg estimates Instagram is now worth $100 billion which is a 100x ROI for the app being bought by Facebook for less than $1 billion in 2012.

Instagram Video Stats 2023

40) What percent of Instagram ads are videos?

25% of Instagram ads are videos.

41) What are some interesting Instagram video stats?

Here are some interesting Instagram video stats and facts:

  1. When videos were first launched on Instagram (2013) over 5 million videos were uploaded in the first 24 hours.
  2. Top brands are producing 90-100% more videos on Instagram. For example, Time magazine posted 68 videos in May 2017 (in posted only 6 during the same month in 2016).
  3.  Instagram videos vs. Instagram photos: Instagram videos (sponsored) drive more engagement than Instagram photos (sponsored). Videos receive 3x more comments than photos.

Instagram Direct Statistics (2023)

Now. let’s see the statistics and facts about Instagram Direct:

42) How many users leverage Instagram Direct feature per month?

Over 375 million monthly active users use Instagram’s direct feature.

Instagram Direct Monthly Active Users statistics 2023
Over 375 million people use Instagram’s Direct feature for messaging across the platform

43) How many people can I add to a group message in Instagram Direct?

You can add a maximum of 32 people in a group message using Instagram Direct.

44) Instagram messaging app is tied with Snapchat as the 2nd most used messaging app (just behind Facebook messenger) for millennials.

Wrapping Up: Instagram By The Numbers 2023 (Instagram statistics, Facts and demographics)

It’s been seven years since Instagram’s first debut, and it has already created a wave in visual storytelling. The photo-sharing app has created new business opportunities, helped people show their creativity and also crushed rival businesses by copycat(ing) their most famous features (Oh Snap!).

I hope these statistics will help you understand Instagram better, see how you can leverage the platform better for getting new Instagram followers, leads and business opportunities.

These Instagram facts and statistics have been complied by attentive and careful research through various platforms, news journals, media reports and Instagram’s (and Facebook’s) press releases.

Most of the Instagram stats are from official sources. However, some are collected from reputable news sources like the Tech Crunch. I did my best to gather the latest and the most authentic data. However, I cannot guarantee 100% accuracy. I am not liable for any consequences, whatsoever, by the use of these facts.

Image Credits:

P.S. I update this page regularly and whenever I get new Instagram facts and stats, so make sure you bookmark this page and visit in the future for updated info about Instagram demographics or Instagram statistics.

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Hi, I'm Swadhin Agrawal, founder, and editor-in-chief of DigitalGYD. DigitalGYD is a multiple-times award-winning blog where we aim at helping bloggers how to start a blog and grow it into a profitable online business.

I'm a professional blogger for a decade now and am the founder of Value Intent Media Pvt. Ltd., a media company that creates content for a multi-million-sized audience across various verticals.

Our research & content on DigitalGYD is often referred to by brands like The Telegraph, Forbes, Times of India, Yahoo! Finance, HuffPost, Bluehost, Neil Patel, The Next Web, etc.

6 thoughts on “Instagram Statistics 2023: How Many People Use Instagram?”

  1. Ava Bella Jordan

    Very interesting! Instagram has become an influential platform in such a short time. And I still remember how it all started, and how many filters and frames people used in 2011 to post their photos.

  2. Mohit Bhargav

    Thank you for this insight on Instagram! Really unknown statistics for me..

    Thanks again
    Mohit Bhargav

  3. Chris Bunney

    Thanks for this awesome survey of the latest from Instagram. As someone who spends their waking hours convincing would-be clients to devote resources (time and money) to producing video content for their brand and their products and services, do you think video, optimized for social media, be it Instagram, etc., should also be an integral part of any social media campaign.

  4. Ellie Firmo

    Hello, I’m looking to site this for my dissertation and was wondering what your source is for these statistics? Thank you.

    • Swadhin Agrawal

      The sources are all linked on the respective statistics. Thank you. :)

  5. Gaby Diaz


    This is a very complete list of stadistics for Instagram!!

Comments are closed.