50 Instagram Stats Marketers Should Know In 2022

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Instagram is a visual social network and a platform for brands to show off their products. It’s also a way for brands to connect with their target audience.

However, many of these brands aren’t getting the kind of engagement they’d like; they keep getting sad stats at the end of their marketing efforts.

Many such brands are already on the brink of concluding that Instagram advertising is not a good platform to market on and expect great results.

If you are a marketer, then this article is for you. In this article, I am going to share the top 50 Instagram stats that matter to marketers in 2022.

These are to watch, so you can get more followers, increase engagement, and earn more revenue from the social media advertising platform.

If there’s one thing marketers have learned the hard way, it’s that social media platforms change all the time.

In the not-too-distant future, today’s successful strategies will become outmoded. This is why staying ahead of Instagram projections is critical for marketing teams.

As marketers, never be satisfied with the status quo; always strive to improve.

To make it easier for you to sort through, we’ve categorized the Instagram statistics that matter.

  • General Instagram Statistics
  • Instagram Business Statistics
  • Instagram User Statistics
  • Instagram Stories Statistics
  • Instagram Usage Statistics

#1. General Instagram stats

#1. Instagram has at least 1.452 billion users around the world in April 2022.

This means that marketers can reach a whopping 1.452 million people when they advertise on Instagram.

#2. Over 200 million businesses are on Instagram in 2022.

#3. The most liked photo on Instagram is a photo of an egg with 55+ million likes.

#4. The Instagram explore page is viewed by 200 million accounts daily.

#5. 50% of Instagram users use explore page every month.

#6. Posts With a Location Get 79% more engagement. If you want to get more engagement on your Instagram Posts? Tag a location.

This helps users find it in search and is proven to statically increase engagement.

#7. 60% of people say they discover new products on Instagram.

#8. Photos with faces get 38% more likes and 32% more likely to receive comments. People like to see people in Instagram posts.

From personal experience with large national brands, custom creative tended to perform worse, engagement-wise, than an authentic image focused around people.

Humanize your Instagram content and get more engagement.

#9. 68% of people come to Instagram to interact with creators.

With Branded Content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure the impact

#10. Nano-influencers(500-5k followers) make an average of $114 per video post on Instagram, compared with $100 for an image post and $43 for a story.

#11. Power users(30k-500k followers) make an average of $775 for an Instagram video, $507 for an image post, and $210 for a story.

#12. Pizza is the most Instagrammed food globally

The food the people around the globe Instagram most is pizza, beating out burgers 10 to one. That’s according to research sponsored by Chef Alessio Mecozzi and carried out by the communications firm Klaus Davi.

#13. 70% of Instagram posts don’t get seen.

Instagram Stats
Image credit: Pixabay

Did you know a clear majority of Instagram posts don’t get seen?

Set a consistent posting schedule, use appropriate hashtags, tag appropriate accounts and use location tags to ensure that your content has a better chance of getting in front of your target audience.

#14. User-Generated Content Has a 4.5% Higher Conversion Rate

Studies have shown that Optimizing user-generated content can increase overall engagement, lower cost-per-click metrics, and increase click-through rates for paid ads.

If your main key performance indicators (KPI) are moving in the right direction, your conversion rate is sure to follow. Give a human touch to your Instagram content (especially ads) and use a little UGC.

#15. Instagram’s monthly user base is the same as the total population of Europe and North America combined.

#16. Instagram’s advertising reach has outpaced Facebook this past year.

 It’s worth noting that Instagram’s ad reach is skyrocketing past Facebook’s right now. Could this signal a trend that audiences are engaging more frequently on other channels?

#17. According to Instagram’s growth rate data, the company has been adding over 100 million new users every 4 to 9 months.

#18. A total of 34 accounts have exceeded 100 million followers on the platform, with 18 of those having exceeded 200 million followers, 8 of those having exceeded 300 million, 2 exceeding 400 million, and 1 exceeding 500 million.

#19. At least 95 million photos and videos are posted on Instagram every day.

Instagram Business Statistics

#1. Over 80% of accounts on Instagram follow a business and over 200 million Instagrammers engage business profiles every day.

Consistency has also statistically proven to be successful for marketers. 60% of the top brands use the same filter for every post.

#2. There are more than 200 million business accounts on Instagram globally that users visit every day. This is quite possible, as 90% of Instagram users follow at least one brand.

#3. Figures suggest that 23.4% of all people aged 13 and above around the world use Instagram today.

#4. 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.

#5. 90% of accounts follow at least one business on Instagram. 2 in 3 people surveyed believe Instagram enables interaction with brands.

#6. More than 25 million businesses use Instagram to promote their services and products.

#7. More than 80% of businesses consider Instagram an essential platform for engagement with the audience.

#8. More than half of Facebook’s ad revenue comes from Instagram, it is estimated to be worth over $100 billion in revenue in 2022.

Instagram User Statistics

#1. 80% of Instagram users are outside of the US.

#2. The latest reports show that there are now 1.393 billion active users on Instagram each month in 2022, which means that it continues to be one of the quickest growing platforms.

Analysts attribute a big part of this massive growth to the coronavirus pandemic, which drove users to sign up for Instagram.

#3. The latest findings indicate that 23.4% of all people aged 13 and above around the world use Instagram today.

#4. 60% of the top brands use the same filter for every post. Your feed needs to feel consistent so users are not put-off by mixed messages from your business.

#5. 5.27 billion active users make use of mobile phone access to Instagram.

Instagram Stories Statistics

#1. About 500 million users utilize Instagram stories daily. (Statista). One-third of the most viewed stories are posted by businesses. One in five stories meanwhile gets a direct message from viewers.

#2. Roughly 60% of millennials publish or watch Instagram Stories.

#3. Approximately 86.6% of Instagram’s users post stories every day. (EarthWeb)

#4. 61% of users posted Support Small Business Sticker in their stories in just a month. (EarthWeb)

#5. Instagram Stories ads will bring in $15.95 billion worldwide in 2022.

This figure is over a quarter of the platform’s global net ad revenues. Ad spending is also growing faster for Stories than for the Instagram Feed.

Markets would be foolish not to distribute their ad budget across Stories, Reels, and Feed to maximize impressions and clicks.

#6.  An influencer with 42,575 followers can expect to earn $37,442 annually if they post a steady 8 posts and 8 stories a month. That’s an amount equivalent to the average UK salary.

#7. The release of Instagram Stories in 2016, with features like Boomerang, and stickers have also contributed to increasing the amount of time people spend on Instagram.

#8. Instagram Stories surpassed rival Snap Chat’s 150 million DAUs in 8 months, now reaching 500 million people a day.

Instagram Usage Statistics

#1. Cristiano Ronaldo has one of the most popular Instagram accounts as of June 2022. The Portuguese footballer is the most-followed person on the photo-sharing app platform with 455 million followers, up from 440 million in April 2022.

#2. The most-followed woman is reality television star Kylie Jenner with over 362 million followers.

#3. Instagram’s brand account on the platform is the most-followed account overall, with over 538 million followers.

#4. National Geographic is the second most-followed brand account, with over 236 million followers.

#5. Selena Gomez is the most-followed musician and actress on Instagram, with over 340 million followers.

#6. Dwayne Johnson is the most-followed actor on Instagram, with over 332 million followers.

#7. Virat Kohli is the most-followed Asian/Indian on Instagram, with over 211 million followers.

#8. Nicki Minaj is the most-followed rapper on Instagram, with over 201 million followers.

#9. Kim Kardashian television personality, model, and businesswoman on Instagram, with 328 million followers.

#10. The most-liked post on Instagram is a photo of an egg, which has been liked by over 56 million different accounts as of June 2022.

The post is also the most-liked internet post of all time on any website. The like function has been removed in certain countries, such as Australia, in a trial to reduce the negative effects of “competition” on the platform.


The online marketing landscape changes very rapidly, so it’s important to stay caught up with new strategies, or else the market will move ahead and outside the reach of your products and services.

One thing that can be extremely helpful when trying to stay ahead of the game is keeping an eye on statistics.

It is important that you always consider the source of said statistics; this can help you predict correctly the Instagram statistics that matter to marketers in 2022.

This article has rolled out a detailed list of Instagram Statistics to Keep in Mind while planning your 2022 Instagram marketing Strategy.

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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