February 14, 2018 Last updated on September 10th, 2020
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Wondering what’s really going on with Instagram right now? There are essential Instagram facts you simply must be aware of, if you consider yourself an Instagram expert 🤓

Every year, the Iconosquare team likes to examine the current state of the platform and pick out some key stats and interesting Instagram facts to help social media marketers like you. There’s a lot of speculation when it comes to Instagram KPIs and best practices, so hopefully this helps to sort the facts from the noise.

So, because numbers speak louder than words, let’s get started:

Instagram facts 2019

Instagram Facts about IG Users & Behavior

1. There are currently 800 million users on Instagram, and almost 80% of Instagram accounts are personal. However, the number of Business Accounts are rapidly increasing.

2. The largest segment of Instagram users are aged between 18 – 24. The split between male and female users is pretty equal, with female users forming a slight majority. (Source)

3. 51% of Instagram users access the platform at least once per day. (Source)

4. Over 300 million people use Instagram Stories every day, with a third of the most viewed Stories coming from businesses
Over 300 million people use Instagram Stories every day, with a third of the most viewed Stories coming from businesses Click To Tweet

5. Over 80% of accounts on Instagram follow a business, but two-thirds of profile visits to businesses come from people who aren’t following that business. (Source)

6. The ad industry is BOOMING on Instagram. There are over 2 million monthly advertisers on the platform and the number continues to grow. (Source)

7. A typical Instagram user has 648 followers and is following 359 accounts. (Source)

11 Instagram Facts Every Marketer Must Know

Instagram Facts about the IG Content

8. While photos get more likes on Instagram, videos actually get more comments. (Source)

9. The most used filter on Instagram? It’s actually ‘normal’ – in other words, no filter, which is used almost 90% of the time. The majority of Instagrammers edit their photos before uploading them to the platform. (Source)

10. The most popular day of the week to post is Monday between 4-5pm, but despite what you might have heard, there is no one-size-fits-all when it comes to the best time to post.

11. The 3 most used hashtags on Instagram are #fashion, #love and #instagood. (Source)

12. Photos with faces are 38% more likely to receive likes and 32% more likely to receive comments. (Source)

13. Still, the vast majority of Instagram users prefer single-image posts. 84% of all content posted on Instagram are images, while the rest are Stories (7%), videos (4.8%) and carousels (4.2%). (Source)

14. Only 20% marketers use shoppable tags on Instagram.  (Source)

15. The maximum number of shoppable tags one can use on a post is 5. (Source)

16. The maximum number of posts one can use in a carousel is 10. (Source)

17. Hashtags are used 84% of a time, and yet it’s only 32% of a time when they are tailored for each individual post. (Source)

18. Almost 45% stop following an Instagram account if they don’t find the content relevant enough. (Source)

19. The most followed brand on Instagram is National Geographic, ranking #15 in the list of the most popular accounts on the platform and counting 97 million followers. (Source)

20. Kylie Jenner’s pregnancy announcement used to be Instagram’s most liked post ever (18 million likes), until January 2019, when a picture of a simple egg broke the record at 45 million likes. (Source)

Business Instagram Facts:

21.  Instagram was acquired by Facebook in 2012 for $1b. (Source)

22.  Now, Instagram is estimated to be worth over $100b. (Source)

23. In terms of active daily users, Instagram grows about 5% per quarter. In comparison, Snapchat grows only by 2.1% per quarter (Source)

24. 80% of users follow at least one brand on Instagram. (Source)

25. There are over 2+ million advertisers on Instagram. (Source)

26. Kylie Jenner makes an estimated $1m for one sponsored Instagram post. (Source)

Did any of these Instagram facts surprise you?
Leave us a comment and let us know your thoughts!

About the author
Olga Rabo

Olga Rabo

Olga is a LeadGen manager at Iconosquare, based in Berlin. She’s all about creating strategies, increasing clickthrough rates, and sharing her in-depth knowledge of content and social media marketing. She’s a big travel addict, a huge Katherine Ryan fan, and her favorite time of the day is brunch.

More posts by Olga Rabo

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