How Many People Use Instagram in 2022?

Instagram was launched on October 6th, 2010, and ever since then, it’s continued to grow into one of the most popular social media networks in history. It’s a premier social network for connecting with friends, family, potential clients, people in your target audience, and so much more. 

With the visual nature of Instagram, there are exponential possibilities that can help you to share impactful content with your target audience and generate interest in your endeavors. It’s completely free to use, which is why it’s also risen to such levels of popularity. 

If you’re wondering about the overall usage statistics of Instagram and how people use it to interact with brands and businesses, this article is for you. 

We’ll examine the most important Instagram statistics that can help you understand just how beneficial the platform is for business and monetization. 

At a Glance: Instagram Stats 

Here are some of the most poignant Instagram statistics to date: 

  • Instagram reached the 1 billion active users milestone in June of 2018. 
  • Instagram users share around 95 million photos and videos to the platform daily. 
  • Instagram can reach 20% of the global population over 13. 
  • 50.8% of Instagram users are female, and 49.2% are male. 
  • 40% of the US population is on Instagram, with 170 million users in the country. 
  • India has the most Instagram users with 180 million. 
  • The largest age demographic on Instagram is 25-34 years old. 
  • Instagram is projected to earn $18.16 billion in ad revenue in 2021. 
  • Users browse Instagram for an average of 53 minutes per day, up from just 28 minutes. 
  • The majority of Instagram posts are photos at 71.9%. 
  • Carousel posts get the most organic interactions on Instagram. 
  • Over 130 million Instagram users click on shopping posts every month. 

Let’s take a closer look at some Instagram statistics to understand the implications for brands, businesses, creators, and more. 

How Many Users Does Instagram Have? 


Instagram is the third most popular social media network behind only Facebook and Instagram. It’s a huge staple in pop culture, and it has steadily grown over its 11 years in existence. What has made Instagram so different from other social networks? 

We’re going to explore all of these Instagram statistics in classic FAQ-style, helping to answer a variety of questions with real data.  

So, how popular is Instagram, exactly? 

Instagram currently has a total of 1 billion monthly active users. They reached this milestone in 2018 and have maintained this usage point ever since. We’ll dive deeper into the usage and breakdown of these users in the following sections. 

(Source: Instagram)

How Many Downloads Does the Instagram App Have? 


Instagram is a mobile-based platform, and while you can access it via desktop or laptop, it’s primarily geared towards mobile usage. You can’t post or upload new photos to Instagram on desktop, and only recently did they allow you to send direct messages from the website. 

There are still limited features, as you can’t see or respond to comments on the website— that must be done on the mobile app

Instagram had 503 million downloads in 2020, making it the fourth most-downloaded app around the world, trailing behind TikTok (850 million), WhatsApp (600 million), and Facebook (540 million). 

In the US specifically, Instagram was the third most-downloaded app with 62 million, behind TikTok with 89 million and Zoom with 81 million downloads. Zoom became one of the most popular applications due to COVID-19 and the transition to online meetings and activities; TikTok also soared for content creation during this time. 

(Source: Apptopia) 

How Many People Use Instagram Daily? 

Instagram is used by billions of people each month, but it still rakes in daily numbers that are quite astounding. Over half of the billion users are active every single day, putting the figure at a bit over 500 million daily active users (DAUs) on Instagram. 

This figure was announced by Facebook, Instagram’s parent company, in 2018, right when they reached 1 billion monthly active users. 

Since this data was released, Instagram has seen an increase in new users by 220 million. There has been no new official data about how many Instagram users are active on a daily basis, but it’s certainly over 500 million. 

This is one of the reasons why so many marketers and businesses have shifted their focus to Instagram— with so many DAUs, there’s tons of opportunities to reach users in their target audience, generate engagement, as well as increase revenue. 

Instagram now has features designed specifically for businesses and professionals, including ads as well as shoppable posts, showing that the focus of Instagram has shifted to the professional world since its launch in 2010. 

(Source: Facebook)

How Many People are on Instagram Worldwide? 


It was incredibly significant when Instagram reached over 1 billion monthly active users (MAUs) in 2018 because it solidified their place as one of the top three social networks on a global scale. 

It was available on Apple devices only until it was acquired by Facebook in 2012, with only 27 million users. Instagram was expanded to all mobile OS and reached a half a billion users in 2016. 

It’s been reported that Instagram now has 1.22 billion active users, continuing its growth over time. It was recently topped by TikTok due to the explosive popularity of the platform with Gen Z users and the need for entertainment during the COVID-19 pandemic. 

Even still, Instagram remains a stronghold for businesses and marketing, with many features that are geared for use by professionals that other platforms simply don’t offer. Instagram did release the reels feature in early 2020 in order to combat competition from the platform, but they still have such different features that the two aren’t really in direct battle. 

(Source: Statista, State of Digital 2021) 

How Many People in the US Use Instagram? 

The United States dominates many social media usage stats, with the majority of users being from the region on platforms such as Facebook, Twitter, and previously Instagram. As of July 2021, India surpassed the US as the country with the most Instagram users. 

India holds 180 million of Instagram’s user base, while the US falls just behind at 170 million. 

40% of the total US population is active on Instagram, and digital marketing professionals know just how big the market is on Instagram for this region. It’s become a vital part of social media strategy and most brands who want to be recognized as reputable in the US should have a solid, active Instagram account. 

In terms of US demographics, Instagram is the most popular amongst 25-34 year olds (32.1% of US users), followed by the younger generation at 18-24 years old (23.2% of US users). Females are also the dominant group in all age groups. 

Out of the complete number of US Instagram users, 57.3% are female, and 42.7% are male. 

(Source: NapoleonCat, Statista)  

Do Men or Women Use Instagram More? 

On a global scale, the user base of Instagram is more evenly spread between men and women, with only a fraction of a percentage dividing the two. The gap is larger amongst US users. 

Globally, female users account for 50.4% of Instagram users, with 49.6% being male. Interestingly, this figure changes when considering the age group of users on the platform. 

In the most popular age ranges, 18-24 and 25-34, there are more male users than female users. The gap is still relatively small, though, with the following figures: 

  • Age 18-24 global users: 14.5% female vs. 15.3% male 
  • Age 25-34 global users: 16.1% female vs. 16.9% male  

Both of these age groups dominate the global Instagram market, with 33% of all Instagram users ranging from 25-34 in age, and 29.8% ranging from 18-24 years old. 

(Source: State of Digital 2021, Statista)  

How Popular is Instagram among Young People? 


According to Omicore, 25% of teenagers in the US identify Instagram as their preferred social media platform. With the rise of TikTok, the division of attention between both platforms in the younger generation has become apparent, but many young adults all around the world still flock to Instagram. 

There are 354 million global Instagram users that are between 25 and 34 years of age, which is the most popular demographic for Instagram use not only in the US but also worldwide. 72% of teenagers use Instagram. 

Two-thirds of all Instagram users are under 34; it will be interesting to see how this shifts as the generation continues to age into the 35+ range. 

Following the 25-34 age range is the 18-24 age range, making up for roughly 30% of all Instagram users around the world. 

Snapchat is the most popular social media platform for Gen Z users in the United states, and TikTok takes the second place position. Instagram comes in third. 

In 2021, Instagram statistics show that in the US, the top group is aged 25-34, making up a total penetration of users at 32.5% followed again by 18-24 at 22.9%. 

(Source: Omnicore, Statista) 

Which Country Uses Instagram the Most? 

While the US and India comprise the largest user bases of Instagram, Instagram statistics show that there are a lot of different countries where Instagram reaches a lot of different users. This is valuable information for marketers that are looking for global reach. 

Kazakhstan has a significant amount of reach through Instagram with a 78.5% penetration rate. Even though the country doesn’t even hit the top 10 based on user count, the reach is impacting. 

Iceland comes in second in terms of reach with 76.9%, followed by Sweden with 74.5%. Cyprus and Brunei follow with respective 74% and 73.1%. 

Other countries that boast an Instagram reach of over 60% are: 

  • Turkey (69.7%) 
  • Kuwait (68.3%) 
  • Andorra (66.8%)
  • Norway (66.7%)
  • Cayman Islands (65.9%)
  • Bahrain (63.1%)
  • Panama (62.5%)
  • Chile (62.4%)
  • Guan (61.5%)
  • Ireland (61.2%)
  • Portugal (60.7%)

The countries with the most Instagram users as of July 2021 include: 

  • India (180 million) 
  • United States (170 million) 
  • Brazil (110 million) 
  • Indonesia (93 million) 
  • Russia (61 million) 
  • Turkey (50 million) 
  • Japan (48 million) 
  • Mexico (37 million) 
  • United Kingdom (29 million) 

When trying to figure out which social media platform to use for marketing, it can be good to know which countries and demographics are heavy users of Instagram. 

(Source: Statista) 

How Long Do People Spend on Instagram? 

The length of time people spend on the platform is also one of the most important Instagram statistics. Instagram users previously averaged about 28 minutes on the platform (Hootsuite, Backlinko), but more recent data shows that users are now spending about 53 minutes on the platform (SM Perth, Statista). 

The top ten countries with the most time spent on social media as a whole (eMarketer)  include: 

  • Philippines (4:05 daily) 
  • Nigeria (3:46 daily) 
  • Brazil (3:41 daily) 
  • Colombia (3:40 daily) 
  • Kenya (3:33 daily) 
  • South Africa (3:32 daily) 
  • Mexico (3:25 daily) 
  • Argentina (3:23 daily) 
  • Ghana (3:21 daily) 
  • Indonesia (3:19 daily) 

This averages out to roughly 2:24 of daily use among these countries. While data about Instagram individually isn’t yet available per country, it’s clear that there are some strong contenders for those that are online the most on social networks. 

(Source: SM Perth, Statista, Backlinko, Hootsuite, eMarketer, GlobalWebIndex)

How Many Active Instagram Users Post Stories? 

Instagram Stories

Instagram began as a platform where you could post photo content only to your newsfeed. It also started out as an iOS-only platform; both of these factors have completely changed over time. 

Now, Instagram supports a variety of different content formats and can be used on all devices. Instagram stories was released in 2016 to combat the rising popularity of Snapchat, and it’s become one of the most popular types of social media content formats of all time. 

Instagram stories have many active users, and the latest data shows that there are over 500 million daily active users who post stories. One important thing to note is that one-third of the most viewed Instagram stories are from businesses, which means that stories should be a part of your strategy.  

(Source: Omnicore, Instagram) 

How Many People Use Instagram to Discover Brands? 

The impact of marketing on Instagram is huge because it’s become a true authority in brand discovery and product discovery. 60% of people say that they use Instagram to discover new products alone. 

What’s more, 90% of Instagram users follow a business account, and 2 out of 3 people surveyed by Instagram confirm that the platform allows them to interact with brands in ways they otherwise might not. 

50% of users are more interested in a brand after seeing ads for it on Instagram. 

The platform introduced the Instagram checkout feature in 2019, and this has taken all of the Instagram statistics about brand discovery and awareness and given a logical way to boost revenue due to the impact of instagram. 

Users can now complete purchases from directly within the Instagram platform without ever having to leave the app. This has been a game changer for businesses and offers a natural and organic way for users to purchase through shoppable content. 

(Source: Omnicore, Instagram) 

How Many People Have an Instagram Account and Engage in Shopping?

So, just how many people take part in Instagram shopping? 

Promotional posts can be much more natural on Instagram, so many users don’t mind seeing content that points them to the purchase of a product. It’s a non-invasive way to create brand awareness, gather leads, and even generate revenue through Instagram shopping

Roughy 130 million users tap on shopping posts on Instagram to learn more about the products featured in the content. While there aren’t concrete Instagram statistics on how many purchases are made via Instagram, it’s clear that users are interested and boosting your brand’s awareness through this type of content is impactful in driving purchasing decisions. 

(Source: Facebook, Statista)

How Popular is Influencer Marketing on Instagram? 

Influencer Marketing

Influencer marketing is huge on Instagram and it’s one of the most successful types of marketing on the platform to date. By 2022, influencer marketing is expected to reach a record $13.8 billion across social media networks. 

Instagram is the most popular platform for influencer marketing, with 78% of marketers identifying an Instagram post as the most effective option. 

Out of all influencer marketer ad spend, Instagram took over half of it with $8 billion in 2020. It’s only becoming more popular, and the amount of sponsored posts have increased in a big way from 2016 to 2020. 

In 2016, there were only 1.2 million sponsored posts on Instagram; in 2020, there were a total of 6.12 sponsored posts uploaded to the platform. 

Influencer marketing is an incredibly effective way to generate interest in your brand and reach the right audience, so you should consider using it on Instagram if you’re looking for more exposure and clients. 

(Source: BigCommerce, Statista) 

Final Thoughts: Instagram Statistics and Popularity 

The Instagram statistics that we’ve examined today clearly show just how much traction the platform has gained since its release and that it’s not going to be stopping anytime soon. 

If you’re wondering whether or not you need to establish your brand on Instagram, the answer would be a resounding yes. 

With so many users looking to Instagram to make purchasing decisions, discover new products, and engage with brands and businesses, you’re doing yourself a huge disservice if you don’t take advantage of all the platform has to offer. 

If you’re looking to boost your Instagram growth and start generating more reach and interest for your brand, check out Growthoid today and we can help you get things moving! 

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