Instagram Revenue and Usage Statistics (2021)

Mansoor Iqbal

Updated: July 6, 2021

Instagram is a photo and short video sharing social network. It was founded in 2010 by software engineer Michel Krieger and computer programmer and former Google-employee Kevin Systrom. The iOS release took place in October 2010, and the Android in April 2012.

The idea for Instagram came when Systrom was holidaying with his partner in Mexico in 2010. He and Krieger had a developed a multi-feature social platform called Burbn, focused on location sharing. He was contemplating adding photo sharing to the platform.

His partner, however, protested that the photos taken on her iPhone 4 were not of a standard to share. Systrom’s solution was to apply filters to the pictures – which quickly became Instagram’s key selling point.

It quickly became apparent that the best course would be to pare down Burbn, which had already attracted $500,000 in seed funding, to focus on this element. Thus, Instagram was born.

In April 2012, it was sold to Facebook for $1 billion. Systrom remained on as CEO until 2018, when Krieger (head of engineering) also left the company.

Instagram was a hit – rapid gathering users to become one of the world’s biggest and most-influential social media platforms. By June 2018, the platform had hit 1 billion monthly active users.

To the initial photo-focused functionality was added video sharing in 2013, and then Instagram Stories in 2016, which allows users to upload a short series of photos, which are deleted after 24 hours.

The latter may have been pilfered from Snapchat, but in terms of sheer user numbers it soon left its rival in the dust – with Stories alone boasting twice as many daily active users as its rival counts in total (500 million to 249 million).

Instagram has played a central role in 21st century popular culture, with popular users dubbed ‘influencers’. The name is apt, with followers of these popular users (the Kardashian klan in particular are synonymous with the platform) certainly being, well…influenced.

Instagram, consequently has become an important marketing platform. There is a dark side to this, of course. Aspiring to the perfect bodies and lives depicted in heavily-filtered and carefully-curated Instagram posts is potentially damaging to the mental health of those without the means to recreate what they see. Nonetheless, it has become central to many brands’ strategies.

There are a lot of Instagram stats out there – some of them wildly fluctuating. We’ve gathered a good proportion of them for you below. Read on if you want to learn who uses Instagram, the most successful brands and the most-followed users, how much marketers are investing in the platform, and much, much, more.

We’ll start with raw figures (under Key Statistics), with analysis following beneath.

Instagram Overview 

Launched October 2010
Parent company Facebook (Since April 2012)
HQ Menlo Park, California
Key people Kevin Systrom (cofounder), Mike Krieger (cofounder), Adam Mosseri (Head of Instagram)
Company type Public (NASDAQ:FB)
IPO date 18 May 2012

Key Instagram Statistics

  • 1 billion Instagram users (official statistics), 1.16 billion estimated as of Q3 2020 (Hootsuite/We Are Social)
  • 500 million daily active users of Instagram Stories (official statistics)
  • Gender split of Instagram users estimated at 51% female to 49% male (Hootsuite/We Are Social)
  • 70% of Instagram users are under 35 (Hootsuite/We Are Social)
  • Cristiano Ronaldo is the most-followed person on Instagram, with 244 million followers in December 2020 (Social Blade)
  • After Instagram (382 million followers), National Geographic is the most-followed brand on Instagram, with 147 million followers as of December 2020 (Social Blade)
  • Fashion accounts for 25% of brand interactions on Instagram (Socialbakers)
  • 39% of brands spend over 20% of their marketing budget on influencer marketing (Influencer Marketing Hub)
  • Brands in the US and Canada spent $1.35 billion on influencer marketing in 2019, with Fashion Nova alone spending $40 million (Instascreener)
  • Instagram estimated to have brought in $20 billion in ad revenue in 2019, against total Facebook ad revenue of $70 billion (Bloomberg)

Key Instagram User Statistics

Instagram users

Date (month/year) Monthly active users, millions
Jan-13 90
Feb-13 100
Jun-13 130
Sep-13 150
Mar-14 200
Dec-14 300
Sep-15 400
Jun-16 500
Dec-16 600
Apr-17 700
Sep-17 800
Jun-18 1000

Source: various

Instagram users vs other top social apps

App name Monthly active users, billions
Facebook 2.7
YouTube 2
WhatsApp 2
Facebook Messenger 1.3
WeChat 1.21
Instagram 1.16*
TikTok 0.79
QQ 0.65
Douyin 0.6
Sina Weibo 0.52

*estimated

Source: Hootsuite/We Are Social

Instagram users vs other Facebook apps

App name Monthly active users, billions*
Instagram 1
Facebook 2.7
WhatsApp 2
Messenger 1.3

*official stats, latest as of Q3 2020

Source: Facebook

Instagram Stories users

Date (month/year) Daily users, millions
Oct-16 100
Jan-17 150
Apr-17 200
Jun-17 250
Oct-17 300
Jun-18 400
Jan-19 500

Source: various

Instagram users by country

Country Monthly active users, millions
US 140
India 120
Brazil 95
Indonesia 78
Russia 54
Turkey 44
Japan 37
Mexico 31
UK 28
Germany 25
Italy 24
France 22
Argentina 20
Spain 20
South Korea 16

Source: Hootsuite/We Are Social

Instagram penetration by country, top markets

Country Percentage of Instagram users among total internet users aged 16-64
Turkey 88%
Indonesia 86%
Brazil 84%
Argentina 80%
Malaysia 76%
Saudi Arabia 76%
Portugal 74%
Nigeria 74%
Mexico 72%
Egypt 70%
Philippines 70%
Kenya 69%
UAE 69%
Sweden 69%
India 67%
Thailand 67%
Spain 67%
Italy 67%
South Africa 67%
Singapore 64%

Source: GlobalWebIndex

Instagram penetration by country, other key markets

Country Percentage of Instagram users among total internet users aged 16-64
Germany 63%
Hong Kong 62%
Russia 61%
South Korea 59%
US 56%
Australia 56%
Canada 56%
UK 53%
France 50%
Japan 39%

Source: GlobalWebIndex

Instagram penetration levels among US adults

Date (month/year) Percentage of US adults using Instagram
Aug-12 9%
Dec-12 11%
Sep-13 14%
Sep-14 21%
Apr-15 24%
Apr-16 28%
Jan-18 35%
Feb-19 37%

Source: Pew Research Center

Instagram users by age and gender

All users Female Male
All ages 51% 49.1%
13-17 7.1% 3.6% 3.5%
18-24 29.6% 13.9% 15.7%
25-34 33.1% 16.5% 16.6%
35-44 15.9% 8.6% 7.3%
45-54 8.3% 4.8% 3.5%
55-64 3.8% 2.3% 1.5%
65+ 2.3% 1.3% 1%

Source: Hootsuite/We Are Social

Instagram US demographics

Demographic Percentage of Instagram users/demographic
Men 31%
Women 43%
White 33%
Black 40%
Hispanic 51%
Aged 18-24 75%
Aged 25-29 57%
Aged 30-49 47%
Aged 60-64 23%
Aged 65+ 8%
Household income: <$30,000 35%
Household income: $30,000-$74,999 39%
Household income: $75,000+ 42%
Educated to: High school or less 33%
Educated to: Educated to: Some college 37%
Educated to: College + 43%
Urban base 46%
Suburban base 35%
Rural base 21%

Source: Pew Research Center

Instagram users’ top interests

Interest Percentage of users interested
Travel 45%
Music 44%
Food & Drink 43%
Fashion 42%
Movies 41%
Health & Fitness 35%
Technology 32%
Skin care/Cosmetics 30%
Sports 30%
News 28%

Source: Facebook

Distribution of Instagram users by follower count

Follower count Percentage of users
<1000 52.35%
1000-10,000 37.41%
10,000-500,000 9.76%
500,000+ 0.5%

Source: Hubspot

Most-followed Instagram accounts (individuals)

Account owner Followers, millions
Cristiano Ronaldo 244
Ariana Grande 208
Dwayne ‘The Rock’ Johnson 205
Kylie Jenner 202
Selena Gomez 196
Kim Kardashian West 192
Lionel Messi 170
Beyoncé 157
Justin Bieber 152
Neymar Jr 144
Kendall Jenner 143
Taylor Swift 141
Jennifer Lopez 134
Khloé Kardashian 123
Miley Cyrus 117
Katy Perry 108
Kourtney Kardashian 104
Kevin Hart 100
Demi Lovato 94
Ellen DeGeneres 92

*as of December 2020

Source: Social Blade 

Key Instagram Usage Statistics

Instagram users who use app multiple times per day, by age

Age Percentage using app multiple times daily
18-24 67%
25-34 60%
35-44 49%
45-54 43%
55+ 31%

Source: Facebook

Instagram users who use app multiple times per day, by generation

Generation Percentage using app multiple times daily
Gen Z 67%
Millennials 57%
Gen X 38%
Baby Boomers 21%

Source: GlobalWebIndex

Average daily time spent on Instagram

Source Age/year Time, minutes
Facebook Users aged 25 32
Users aged 25+ 24
eMarketer* 2016 22
2017 25
2018 26
2019 27
2020 28
2021 29
Recode* 53

*US users

Source: Facebook/eMarketer/Recode

Instagram average daily usage/visits

SimilarWeb Alexa
Time 7:46 8:48
Pageviews 11.05 9.71

*SimilarWeb stats refer to visits, Alexa to daily usage. Stats pulled December 2020.

Source: Alexa/SimilarWeb

Percentage of Instagram users who have used features

Feature Percentage of users
Watched a video clip 38%
Created/viewed a story 27%
Watched IGTV 23%
Used live feature 11%

Source: GlobalWebIndex

Percentage of Instagram users who have viewed content types

Content type Percentage of users
Photos from brands 68%
User content 67%
Videos from brands 66%
Influencer photos 63%
Celebrity videos 62%
Influencer videos 62%
Celebrity videos 61%

Source: Facebook

Percentage of users sharing content types on Instagram vs other platforms

Instagram Facebook TikTok
Funny videos 42% 36% 48%
Personal news/updates 43% 40% 47%
Memes 34% 29% 39%
Coronavirus news 26% 25% 28%
Influencer posts 16% 13% 24%
Brand posts 14% 11% 21%
Non-coronavirus news 21% 19% 21%
Brand/product recommendations 15% 12% 21%

Source: GlobalWebIndex

Proportion of users who use Instagram as news source vs overall penetration among internet users by country

Country News users Overall users
UK 3% 30%
Austria 9% 30%
Belgium 8% 28%
Bulgaria 12% 31%
Croatia 10% 37%
Czechia 9% 26%
Denmark 7% 37%
Finland 7% 40%
France 9% 27%
Germany 6% 25%
Greece 16% 46%
Hungary 7% 31%
Ireland 11% 35%
Italy 17% 48%
Netherlands 9% 32%
Norway 8% 46%
Poland 12% 34%
Portugal 14% 47%
Romania 12% 35%
Slovakia 8% 25%
Spain 17% 47%
Sweden 10% 49%
Switzerland 11% 33%
Turkey 41% 66%
US 8% 30%
Argentina 23% 55%
Brazil 30% 61%
Canada 10% 35%
Chile 28% 55%
Mexico 13% 39%
Australia 9% 35%
Hong Kong 16% 39%
Japan 3% 21%
Malaysia 20% 47%
Philippines 12% 36%
Singapore 16% 51%
South Korea 9% 38%
Taiwan 8% 28%
Kenya 26% 56%
South Africa 17% 43%

Source: Reuters

Proportion of 18-24 year olds using Instagram as a news source by country

Country Percentage of users
UK 24%
US 26%
Germany 38%
Spain 26%
South Korea 10%
Argentina 49%

Source: Reuters

Most-liked posts on Instagram, as of December 2020

Account Content Likes, millions
Chris Godfrey Egg 54.9
XXXTentacion Final post before death 22.4
Cristiano Ronaldo In remembrance of Diego Maradona 19.5
Chadwick Boseman Announcement of death 19.1
Kylie Jenner Photo of newborn daughter 18.5
Jennifer Aniston Friends cast 16.3
Lionel Messi In remembrance of Diego Maradona 16.2
Kylie Jenner Wishing Travis Scott happy birthday 15.9
Tentree Planting trees in Indonesia 15.5
LeBron James In remembrance of Kobe Bryant 15.4

Source: various

Median post engagement on Instagram by content format

Content type Likes Comments
Carousel 2882 82
Image 4420 106
Video 3499 94

Source: Hubspot

Key Instagram Brand Statistics

Most-followed brands on Instagram

Brand Followers, millions
Instagram 382
National Geographic 147
Nike 123
Real Madrid 94
FC Barcelona 92
Victoria’s Secret 69
UEFA Champion’s League 67
NASA 62
9GAG 55
NBA 53

*as of December 2020

Source: Social Blade

Brand content on Instagram by content type

Socialbakers Locowise
Images 67.7% 59%
Video 15.4% 14.9%
Carousels 17% 26.1%

Source: Socialbakers/Locowise via Hootsuite/We Are Social

Instagram brand account engagement rate by post format

Post format Engagement rate
Overall 0.96%
Images 1.03%
Videos 0.75%
Carousels 0.86%

Locowise via Hootsuite/We Are Social

Instagram brand account engagement rate by follower count

Post format Engagement rate
<10,000 1.55%
10,000-100,000 0.99%
100,000+ 0.62%

Locowise via Hootsuite/We Are Social

Instagram brand interactions by industry

Industry Percentage of total interactions, Q3 2020
Fashion 24.7%
Ecommerce 20.3%
Beauty 11.1%
Auto 9.4%
Retail 9.2%
Electronics 5%
Services 4.1%
Sporting Goods 3.7%
Others 12.4%

Source: Socialbakers

Values ascribed to brands on Instagram by users

Value Percentage of users ascribing value
Popular 78%
Creative 77%
Entertaining 76%
Relevant 74%
Community focused 72%

Source: Facebook

Qualities sought by users in branded content on Instagram

Qualities Percentage of users seeking value
Fun/entertaining 55%
Real/authentic 53%
Creative 53%
Informative 51%
Personally relevant 46%
Inspiring/uplifting 45%
Beautifully produced 36%

Source: Facebook

Actions taken after seeing product/service on Instagram

Action Percentage of users taking action
Searched for more information 79%
Visited brand website/app 65%
Made a purchase 46%
Visited a retail store 37%
Followed brand account 31%
Spoke to someone about brand 29%

Source: Facebook

Actions taken after seeing product/service on Instagram

Action Percentage of users taking action
Discover new products/services 83%
Research products/services 81%
Decide whether to buy products/services 80%

Source: Facebook

Instagram CTR

Instagram Stories Instagram Feed
Q2 2020 0.23 0.33
Q3 2020 0.24 0.33

Source: Socialbakers

Key Instagram Influencer Marketing Statistics

Marketers planning to use Instagram for influencer marketing in 2021 vs other platforms

Influencer marketing platform Percentage of marketers
Instagram 55%
YouTube 58%
online ads 43%
TikTok 35%
Tv ads 29%
OOH ads 20%
Twitch 20%
Triller 10%

*in the US, UK, and Germany

Source: Takumi

Marketers who believe Instagram offers best influencer marketing ROI vs other platforms

Influencer marketing platform Percentage of marketers
Instagram 18%
Online ads 21%
YouTube 18%
Tv ads 10%
TikTok 6%

Source: Takumi

Percentage of influencers active on Instagram vs other key social channels by country

US UK Germany
Instagram 100% 97% 100%
TikTok 14% 33%
Pinterest 38% 9%
Twitch 19% 17% 23%
Triller 10% 8% 11%

Source: Takumi

Users interacting with influencers on Instagram, vs other social channels

Influencer platform Percentage of users
Instagram 37%
YouTube 47%
Pinterest 17%
Snapchat 15%
TikTok 14%
Twitch 8%
Triller 2%

*in the US, UK, and Germany

Source: Takumi

Proportion of consumers* who think Instagram influencer marketing is most likely to lead to purchase vs other social channels

Influencer  channel All Consumers aged 16-24
Instagram 11 25
Tv ads 21
YouTube 16 21
Online ads 8 12
TikTok 4

*in the US, UK, and Germany

Source: Takumi

Users interacting with influencers weekly on Instagram, vs other channels

Influencer channel Proportion of users engaging weekly
Instagram 94
YouTube 95
TikTok 95
Instagram 94
Snapchat 92
Pinterest 87
Twitch 83
Triller 75

*in the US, UK, and Germany

Source: Takumi

Average Instagram influencer engagement rate by follower count

Follower count Engagement rate
1-5k 5.6%
5-20k 2.43%
20k-100k 2.15%
100k-1m 2.05%
1m+ 1.97%

Source: HubSpot

Instagram influencer engagement rate by follower count, vs other platforms

Follower count Instagram TikTok Twitter
<1000 7.2% 9.4% 1.4%
<5000 5.3% 8.6% 1.2%
<10,000 3.7% 8.1% 0.6%
<100,000 2.1% 7.2% 0.4%
100,000+ 1.1% 5.3% 0.3%

Source: Influencer Marketing Hub

Instagram influencer engagement rate by follower count, vs other platforms

Follower count Instagram YouTube Facebook Twitter
Nano (1-10k) 4.4% 6.7% 0.42% 0.17%
Micro (10-100k) 2.4% 6.2% 0.13% 0.04%
Medium (100k-1m) 1.8% 5% 0.03% 0.02%
Mega (1m+) 0.7% 4% 0.01% 0.01%

Source: CreatorIQ via  Influencer Marketing Hub

How much do brands spend on influencer marketing?

Proportion of marketing budget Proportion of brands
<10% 22%
10-20% 39%
20-30% 23%
30-40% 7%
40%+ 9%

Source: Influencer Marketing Hub

How much do brands spend on influencer marketing?

Proportion of marketing budget Proportion of brands
0-10% 34%
11-20% 20%
21-30% 11%
31-40% 10%
41-50% 8%
51-60% 4%
61-70% 4%
71-80% 1%
81-90% 2%
91-100% 6%

Source: Mediakix

How many influencers do brands work with?

Influencers worked with over past year Proportion of brands
0-10 51%
10-50 28%
50-100 13%
100-1000 5%
1000+ 3%

Source: Influencer Marketing Hub

Most-expensive influencers by average post cost

Influencer Average post cost, USD thousands
Dwayne Johnson 1015
Kylie Jenner 986
Cristiano Ronaldo 889
Kim Kardashian 858
Ariana Grande 853
Selena Gomez 848
Beyoncé Knowles 770
Justin Bieber 747
Taylor Swift 722
Neymar Jr 704

Source: HopperHq

Most-effective brand influencers in Q3 2020

Influencer Followers, thousands Interactions, thousands
Mridul Sharma 98.6 1247.3
Julie Ferrat 165.7 1024
Pamela Pedroza 13.5 591.5
Kanaan Pitan 54.7 483
Lauren Kettering 843.9 8077.8
Samira Ahmed 106.2 604.6

*effectiveness measures number of followers, interactions per followers, and posting activity.

Source: Socialbakers

Instagram influencer marketing: Most and least effective industries

Industry Average interactions vs brand post
Health Care 4.2x
Finance 3.9x
Telecom 3.8x
Accommodation 2.7x
Auto 0.6x
Sporting Goods 0.4x
Airlines 0.2x

Source: Socialbakers

Most-affected influencer categories, first months of coronavirus pandemic

Category Influencers mentioning 16 March 2020 Influencers mentioning 18 May 2020 % Change
Insurance 1650 1882 14.1%
Mobile phones 11,076 11,573 4.5%
Recipes 20,802 21,735 4.5%
Televisions 2631 2718 3.3%
Politics 15,190 15,411 1.5%
Environmentalism 2131 2,161 1.4%
Healthcare 78,694 79,601 1.2%
Newspapers 28,135 28,258 0.4%
Baking 6586 6600 0.2%
Engineering 29,648 29,571 -0.3%
Parties 41,626 26,829 -35.6%
Sunglasses 3608 2663 -27.0%
Music festivals 3225 2443 -24.3%
Performing arts 17,653 13,377 -24.2%
Vacations 18,531 14,284 -22.9%
Wine 5661 4577 -19.2%
Live events 137,115 111,187 -18.9%
Hotels 15,863 12,935 -18.5%
Seafood 1667 1366 -18.1%
Nightclubs 5647 4641 -17.8%

Source: Socialbakers

Brands most mentioned by Instagram influencers, Q3 2020

Brands Mentions Influencers
Ideal of Sweden 1949 1301
Walmart 1068 720
Pretty Little Thing 1018 351
Question Nutrition 616 286
Michelob Ultra 395 271
L’Oréal Paris 327 257

Source: Socialbakers

Total US & Canada influencer spend by quarter, USD millions

Q1 2018 163
Q2 2018 171
Q3 2018 174
Q4 2018 235
Q1 2019 265
Q2 2019 314
Q3 2019 340
Q4 2019 434

Source: Instascreener via Jay Jay Ghatt

Brands with most fake follower interactions, Q3 2019

Brand  Proportion of fake interactions
Febreze 54%
Baby Einstein 51%
Carefree Liners 51%
Wines of Sicily 50%
Albion Fit 48%
Disneyland 47%
Kroger 46%
Ellie Activewear 46%
Green Chef 45%
Zappos 45%

Source: Instascreener via The Drum

Top brands by influencer marketing spend in 2019, USD thousands

Fashion Nova 40072
Flat Tummy Co 13586
Ciroc 11837
Walmart 9378
PrettyLittleThing 7653
Luc Belaire & Bumbu 6766
Carolina Lemke 6237
BOOMBOD 5980
Calvin Klein 5370
SugarBearHair 5073

Source: Instascreener via Aaron McClendon

Key Instagram Revenue Statistics

Estimated Instagram net* ad revenue as a share of Facebook ad revenue

Year Instagram ad revenue, USD billions Non-Instagram ad revenue, USD billions Total Facebook ad revenue,USD billions
2016 1.61 10.63 12.24
2017 3.22 14.2 17.42
2018 6.18 17.48 23.66
2019 9.08 19.44 28.52
2020 12.32 21.39 33.71
2021 15.65 23.78 39.43

*after traffic acquisition costs paid to partner sites, US only

Source: eMarketer

Instagram ad revenue as a share of total Facebook revenue

2019 Instagram ad revenue, USD billions 2019 Facebook ad revenue, USD billions Total 2019 Facebook revenue, USD billions
20 70 71

Source: Bloomberg

Instagram funding rounds

Series Date Amount Led by
Seed round October 2010 $0.5 million Chris Sacca, Baseline, Andreessen Horowitz
Series A February 2011 $7 million Benchmark
Series B April 2012 $50 million Sequoia

Source: Crunchbase

Other Key Instagram Statistics

  • Instagram MAUs estimated at 1.15 billion in October 2020 (Hootsuite/We Are Social)
  • 51% of the global Instagram user base are female, 49% male (Hootsuite/We Are Social)
  • 69% of global internet users in selected markets are Instagram users, 66% are users (GlobalWebIndex)
  • Instagram downloaded 425 million times in 2019, putting it fifth in terms of overall downloads (Sensor Tower)
  • Around 135 million Instagram downloads in Q3 2020, following on from 140 million in Q2 2020, again putting it fifth in terms of global downloads (Sensor Tower)
  • Instagram was the fourth most-downloaded app of the 2010s (App Annie)
  • 25% of US teenagers say Instagram is their favourite social media, down from 35% in 2019 after being overtaken by TikTok (Marketing Charts)
  • 84% of US teens use Instagram (Marketing Charts)
  • 41% of Instagram users don’t watch television on any sort of regular basis (Facebook)
  • Only 7 millions downloads of IGTV in the first 18 months (TechCrunch)
  • 26% of Millennial and Gen Z internet users in the US/UK use Instagram Live (GlobalWebIndex)
  • 95 million pictures posted to Instagram every day as of June 2016 (Wired)
  • Average users posts to their main feed once per day (Locowise via Hootsuite/We Are Social)
  • Average Instagram post has 10.7 hashtags, though 50% of posts use fewer than six (HubSpot)
  • Most-used hashtag is #love, with over 2.1 million uses (in an analysis of 80 million posts), followed by #photography and #instagood, with a little under 1.5 million each (HubSpot)
  • Hashtag with highest average engagement is #tbt, with nearly 400 interactions, followed by #hair (just under 350), and #dance (~275) (HubSpot)
  • Median Instagram brand profile interactions per posts are 188 for carousels, ~140 for imagines, and ~95 for video (Socialbakers)
  • Rupert Grint reached 1 million followers in 4 hours 1 minute, the current record for reaching this milestone (Guinness World Records)
  • Influencer marketing industry worth $9.7 billion in 2020 (Influencer Marketing Hub)
  • Most-followed demographic influencer demographic is females aged 25-34, who claim nearly 25% of Instagram influencer followers (Socialbakers)
  • Female influencers aged 18-34 claim over 50% of influencer interactions and 45% of influencer followers (Socialbakers)
  • More than 90% of influencer marketing campaigns use Instagram (Influencer Marketing Hub)
  • 10.6% increase in number of influencers using of #ad hashtag between Q3 2019 and Q3 2020; 30% decline between April 2019 and April 2020; 60% increase registered between Q3 2018 and Q3 2019 (Socialbakers)
  • 33.3% influencers working with brands have fewer than 10,000 followers; these XS influencers account for 31.9% of posts using #ad (Socialbakers)
  • 93.9% of brand partnerships are with influencers with fewer than 100,000 followers; this varies between regions: from 92.3% in North America to 95.9% in Latin America (Socialbakers)
  • 15% of macro influencers (over 1 million followers) use #ad, compared to only 1.3% of micro influencers (under 10,000 followers) (Socialbakers)
  • 17% of Instagram users have clicked on a brand tagged by a brand/seller (GlobalWebIndex)
  • 14% of Instagram users have clicked on a sponsored post (GlobalWebIndex)
  • Median Instagram post engagement levels for branded posts is 1.6%, say Sprout Social (Sprout Social)
  • Trust Insights reports average engagement levels of 0.9% for branded content (Trust Insights)
  • Iconosquare give a more positive 4.7% engagement level for branded content (Iconosquare)
  • InfluencerDB pegs sponsored post engagement at 2.4% (InfluencerDB)
  • InfluencerDB finds 8.8% engagement for influencers with under 1,000, and 3.6% for those with over 1,000 (InfluencerDB)
  • Average Instagram brand campaign uses 726 influencers (InfluencerDB)
  • 78% of Millennials claim to be indifferent or averse to celebrity endorsements (eMarketer)
  • More 16-24-year-olds in the US, UK, and Germany (23%) believe Instagram is the social media channel most representative of society than any other (Takumi)
  • Fashion influencers account for 25% of sponsored posts (Socialbakers)
  • Somewhere between 80-91% of marketers believe influencer marketing is effective, depending on who you ask… ( Mediakix/Influencer Marketing Hub)
  • 72% of brand representatives believe that influencer marketing results in higher quality leads (Influencer Marketing Hub)
  • 66% of brands planned to increase their influencer marketing spend in 2020 (Influencer Marketing Hub)
  • 47% of influencer marketing spend goes on micro influencers, with 23% spent on celebrity influencers (Influencer Marketing Hub)
  • 87% of marketers say Instagram is important to their marketing strategy (Influencer Marketing Hub)
  • Marketers can make $5.20 for every $1 invested in influencer marketing (Influencer Marketing Hub)
  • 17% of marketers spend over 50% of their budget on influencer marketing (Mediakix)
  • 60% of marketers will spend over 50% of their influencer marketing budget on Instagram (Mediakix)
  • Global spend on influencer marketing is predicted to be worth somewhere between $5 billion and $10 billion by 2020 – rising as high as $15 billion by 2022 (Mediakix)
  • Daniel Wellington was the most influencer mentioned brand over 2018, with 20,000 mentions from over 7,000 influencers (using the #ad hashtag) – one post from Kylie Jenner was interacted with 4.6 million times (Socialbakers)
  • In Q3 2020, influencers posts mentioning BT were interacted with more than 175,000 times more than posts originating from the brand (Socialbakers)
  • In 2019, $255 million of total $1.4 billion influencer marketing spend on Instagram went on fake followers (Instascreener via Digiday)
  • Only 11.1% of marketers would choose Instagram as the most data secure channel (Takumi)
  • 66% of people say they use Instagram specifically to interact with brands; 53% see they would follow a brand for its content alone (Facebook)
  • Nike Football was the brand account with the most interactions over 2018, with 2 million
  • 2 million advertisers use Instagram on a monthly basis (Talkwalker via Marketing Dive)
  • Number of advertisers using Story ads at 4 million (TechCrunch)
  • 3 million of Facebook’s total advertisers use Facebook, Instagram, and Messenger Stories combined (TechCrunch)
  • Between Q1 2019 and Q3 2020, Instagram main feed ads accounted 18.7-21.2% of ad spend (Socialbakers)
  • 10.4% of Facebook ad spending went on Stories in Q3 2020, and 17.5% in main feed ads  (Socialbakers)
  • Audience size of 50 biggest brands 35% larger on Instagram than Facebook, with engagement 22x greater; despite this, only 38.1% of brands posts are made on Instagram (Socialbakers)
  • In Q3 2020 Instagram feed ad CPC fell by 20.1% year-on-year, and Stories by 15.2% (to around $0.45 and $0.38) and ; Q2 saw a 37% decline in both (Socialbakers)
  • In Q3 2020, Instagram feed ad CPM fell by 11.9%, and stories by 8.4% (to around $1.40 and $0.75); Q2 saw a 28% decline in both (Socialbakers)
  • CPC for Instagram feed ads is around $0.45, and for Stories $0.38 (Socialbakers)
  • CPM for Instagram feed ads is around $1.40, and for Stories around $0.80 (Socialbakers)
  • It is estimated that Instagram brought in $2 billion in ad revenue in Q2 2018; this was predicted to reach as much as $7 billion by Q4 2020 (Recode)
  • Instagram ad revenue as a share of Facebook ad revenue was predicted to rise from 9% in 2017 to 30% by 2020 (Recode)
  • Instagram valued at $100 billion by Bloomberg in 2018 (Bloomberg)

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