36 Instagram Statistics That Matter to Marketers in 2022

Instagram Statistics
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There has been an astronomical rise in Instagram marketing in the last 5 years since its first launch back in October 2010.

Instagram has tightened its grip and it is pinning other giants to stay below it in the marketing space, understandably so because Instagram has topical evergreen visual content available, right from posts, stories, reels, guides, and more, giving marketers an endless list of opportunities to brand like never before.

Instagram Stats | AdsTargets

In 2022, Instagram marketing is still positioned in the lead foot ahead of other marketing channels and this is not far from the fact that Instagram marketing has maintained an unsoiled and incontestable reputation of staying atop of the marketing statistics in the last five years.

So as you plan your Instagram marketing strategy for 2022, it is very important if you hold to beneficial knowledge on Instagram statistics that matter to marketers in 2022, this is to make sure that you are working with the right information as only that could guarantee that you are getting the right result at the end of your marketing efforts.

Important Instagram statistics that matter to marketers in 2022.

Image credit: Sprout Social

General Instagram statistics

#1. The leading country using Instagram is the United States with over 140 million users: Knowing which countries lead the pack with Instagram use will help you target the right people in the right place. If your consumers live in the United States, South Africa, or China, you’re off to a great start targeting these countries in your campaigns.

#2. As of April 2022, roughly 31 percent of global Instagram audiences were aged between 25 and 34 years: Knowing the age of your customers helps you decide what message to package for them or if your products are for their category.

#3. Instagram is the second most-downloaded app in the world behind TikTok: With total downloads amounting to 545 million, Instagram is surely faring pretty well in the race among other social media platforms. Having this knowledge helps you determine which platform to take your marketing campaign to.

#4.  Instagram is the 4th most-used social platform. It comes right behind Facebook, Youtube, and WhatsApp: Despite hanging in that not-so-fine position, Instagram still rakes in an impressive 1.3 million users. This stands it out as a platform to watch.

#5. Instagram is the 11th most-Googled search term: With a global volume of 230,700,000 searches per month. The number of searches on a term is indicative of its level of relevance to searchers. Explore what the world is searching for today.

#6. Canadians love Instagram, which is the fastest-growing social media platform in Canada: After years of constant growth, the number of social network users in Canada now stands at a record 31.8 million. With a social network penetration rate of 83 percent, the country has one of the world’s most connected online populations.

According to industry experts, more than 96 percent of Canadian internet users are set to embrace social media by 2026, a trend that could pose both opportunities and challenges to the country’s digital infrastructure. This is going to set Canada as a buzzy marketing place in the coming years.

#7. Instagram is estimated to be worth over $100 billion in 2022: Instagram has been drawing in new users faster than Facebook’s main site and is expected to exceed 2 billion monthly users in the next five years, Bloomberg’s analyst said. This Instagram statistics matter to marketers in 2022.

#8. More than half of Facebook’s ad revenue comes from Instagram: Instagram’s ad revenues are growing faster than Facebook’s overall, but ad growth for both platforms is driven by similar factors, including more e-commerce and retail ads and more investment into direct response video ads.

#9. 17 times high engagement rates achieved by Instagram compared to Facebook posts

#10. Instagram boasts 500 million daily active users (DAUs).

Instagram Advertising statistics

Instagram Advertising statistics
Image credit: LMS solutions INC

Since Instagram users make up such a large percentage of the market, it is no surprise that Instagram is a useful marketing tool. This power it possesses is not far from the fact that the platform uses visuals in its content marketing. Seeing the picture of a magical beach could spur a user to visit the beach. It’s the same thing with products and services visualizing made possible by Instagram.

#11. Instagram’s Annual Advertising Revenue is $9.45 Billion: That’s a lot of money, though it’s still not enough when compared to total marketing expenses. Statista predicts that the ad revenue of Instagram, from the US alone, is expected to reach $40 billion by the end of 2023.  

#12. 89% of marketers are using Influencer marketing on Instagram: while Facebook seems to have lost some of its shine, Instagram remains a hugely popular choice tool for influencer marketing by brands.

Instagram is the king of Influencer marketing. Most influencers use this platform to post content and get good engagement from it. This why is 67% of marketers use it for their influencer marketing campaigns.

#13. About 81 Percent of Instagram followers use the platform to Learn More About Various Products, Brands, and Services: Most users are on several different social platforms, so you can always start by letting followers know about your new Instagram account.

#14. A study found that 68% of video marketers plan to include Instagram videos in their 2022 video marketing strategy, up 10% from the previous year. So, don’t be the brand that gets left behind.

#15. Instagram has an estimated advertising reach of 928 million users: Despite Instagram ads being cheap, they have a wide reach and it is also a platform to advertise because you can inexpensively target an estimated 928 million Instagram Users. 

#16. Instagram ranks as the third social media platform marketers want to devote the most time and money to Of course, the social media channel you use most for promoting your business will depend on the industry you are in and the type of audience you are targeting. However, it’s worth noting that Instagram ranks as the third platform for marketers who want to devote the most time and money to it.

#17. US marketers spend 31% of their total ad budget on Instagram Stories: One-third of the top viewed Instagram Stories is from a business.

User Instagram Statistics

User Instagram Statistics
image credit: Statista

#18. Over 91% of users engage with videos from brands weekly: This mouthwatering percentage should spur serious brands to focus more on videos in their content. With an astronomical rise from 50% in 2020, Instagram has shattered the ceiling to stay at 91% in 2022.

#19. 90% of all users on Instagram follow at least one business and 200 million users visit a business profile each day: If you haven’t converted your Instagram profile into a business profile yet, then now is the time to do because you now know the benefits that come with doing that.

#20. 83% of Instagram users discover new products and services on the platform: Are you still wondering how Instagram boosts brands and drives sales? Research has shown that 54% of people surveyed say that they made a purchase either in the moment or after seeing a product or service on Instagram.

#21. 50% of Instagram users are more interested in a brand when they see ads on Instagram

#22. 83% of consumers claim that they use Instagram to discover new products or services: Adding to that, 81% use the platform to research products and brands, and 80% of people claim that they use Instagram to make final purchasing decisions.

#23. Instagram now has more than 2 billion monthly active users worldwide, according to employees with knowledge of the key metrics.

#24. According to our Global State of Digital 2022 report, 31.5% of users between the ages of 25-34 prefer Instagram more to other social method platforms: That’s not to say there aren’t older users on the app as well. 13% of Instagram’s audience is aged 45-plus.

With the knowledge available to you now, if your target market includes babies, Instagram might not be the most effective place to reach them. You’d be better off connecting with this group on alternative platforms.

#25. Instagram’s audience is split finely between males and females: The balance of male-to-female users is thinly split, with total male users (50.7%) edging out total female users (49.3%) by just a hair.

#26. The more you post on Instagram, the faster your following grows: Statistics show that brands that publish 7 posts a week get a 56% follower growth rate above brands that post 1-6 posts weekly hanging at 26%. Brands that publish just a post a week stay at 14% in follower growth rate.

#27. 80% use Instagram to help decide if they’re going to buy something: This statistic hints at the potential to find new customers and generate brand awareness from a demographic that might not be exposed to your brand through other means.

#28. 63% of Instagram users login to the app on a daily basis: Most of Instagram’s users are highly engaged and check in with the app regularly.

Well over half of all Instagram users login to the app daily.

Instagram User Demographics Statistics

Instagram User Demographics Statistics
image credit: Oberlo

#29. 54% of Millennials bought products after seeing them on Instagram: A study found that Millennials were the most responsive generation to posts, with a whopping 68% of 18-24 year-olds saying they were more likely to purchase an item if someone they followed shared it. 54% of respondents said they bought products after spotting them in their feed.

An interesting side note is that the same study found that Instagram had the most influence on consumer behavior than any other as follows when participants were asked who influenced them the most

#30. Nearly 70% of Instagram Users are Under 35 Years Old: Want to reach out to millennials? Then use Instagram. Statistics show that 70% of its users are aged between 13 and 35. There is no doubt that it is the younger generation`s social media platform.

#31. 47% of Millennials use Instagram as a messaging App: following closely Facebook messenger as the top mobile messaging app, 47% of Millennial also prefer to use Instagram as a communication tool.

#32. Education is not necessarily a factor when it comes to Instagram demographics.

33% of people with a high school education or less use the Instagram app. In addition, 37% of people with some college education use it and 43% with more than a college-level education enjoy Instagram.

Instagram Engagement statistics

#33. Instagram leads the way when it comes to engagement rates: Instagram’s median engagement rate – which is 1.6% – is a whopping 17x higher than Facebook posts and even more impressive 33x higher than a Tweet:

#34. Boost Engagement Rates: Want more engagement?

 Do you know that 500 million people are actively using the Instagram platform on a daily basis?

However, it’s not just the number of people that spurs brands to flock to the platform. Rather, its capability to generate leads with the highest engagement rates on posted content makes it worth the shot.

With 4.2 billion likes happening each day on Instagram, it’s high time you get more for yourself.

#35. Instagram video posts will generate 2x more comments than image posts: Video posts on Instagram are a must. They generate double the amount of comments than image posts generate, which all marketers know is a good thing.

#36. Post on Instagram Wednesdays at 11 a.m. and Fridays from 10 a.m. – 11 a.m. (CST): The best day to post on Instagram if you want high engagement rates is Wednesday say research. You can throw in some Friday posts too and get some action. The worst day to post, however, is Sunday.

The Hootsuite social team had similar findings when they dug into their posting history. For the Hootsuite social media team, the best time to post to Instagram is anytime between 8 AM-12 PM or 4-5 PM PST.


As a marketer, it’s your job to know and understand how advertising works and where it is headed. Being armed with such knowledge allows you to match up with the speed of the market. To achieve that, you need a fair knowledge of the performance statistics of the different social media platforms.

And there you have it! The top Instagram statistics you need to know to grow your business have been covered elaborately in this article. Although not always the top social media platform in the world, Instagram has established itself as a powerhouse that you should consider when it comes to your overall marketing plan.

Instagram statistics that matter in 2022 have been designed to pave the way for marketers to reach millions of their customers on Instagram.

Terhemba Ucha

Terhemba Ucha

Terhemba has over 11 years of digital marketing and specifically focuses on paid advertising on social media and search engines. He loves tech and kin in learning and sharing his knowledge with others. He consults on digital marketing and growth hacking.

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