Are you looking for Instagram statistics to guide your strategy in 2021?
Since it is one of the most rapidly changing platforms in all of the social media, and believe us when we say that a lot happened in 2020, it will impact how you approach Instagram in the future.
We’ve compiled an up-to-date list of Instagram stats to assist you in making the most of the platform in 2021.
- Instagram user and usage statistics
- Instagram content statistics
- Instagram advertising statistics
- Instagram statistics for brands
Instagram user and usage statistics
To begin, let’s ask a simple question: how many people use Instagram?
As the year 2020 came to a close, Instagram had hit the 1 billion global user mark. This huge achievement, which seemed to be reserved for the likes of Facebook, is a testament to Instagram’s tenacity. In reality, Instagram’s user growth has remained steady and shows no signs of slowing.
So, how many people have downloaded Instagram compared to other social media apps? Instagram was among the top five most downloaded apps in both the App Store and Google Play last year, according to Sensor Tower info. In only the second quarter of 2020, the app received 13 million downloads. In terms of downloads, the app is only second to TikTok in the App Store as of January 2021. (occasionally sparring with Facebook).
Let’s take a look at some Instagram numbers and see who is using the site. Recent social media demographics continue to show that the user base is mostly female (34.3 percent) and under the age of 34.
Despite the presence of older users, the site is still overwhelmingly dominated by Gen Z and Millennials. Some latest Instagram stats collected by Statista reaffirm this point.
Instagram is known for its rabid user base, in addition to catering to the younger demographic. For example, 63 percent of Americans say they check Instagram every day. Combine this information with an Australian study, which found that the average Instagram user spends at least 7 hours a week on the site.
- Instagram’s user base has been steadily growing, especially among the younger demographic.
- In addition to the above argument, Instagram users are among the most devoted in terms of how much they log in.
- The sheer volume of app installs emphasizes the significance of mobile optimization for your Instagram marketing campaign.
Instagram content statistics
Marketers have been caught off guard by the Instagram algorithm in the past, and this pattern appears to be set to continue in 2021.
According to recent Instagram figures, organic engagement had decreased from 1.60 percent in 2020. According to RivalIQ studies, the average interaction rate is 1.22 percent. Is it possible to make a long story short? Organic interaction is no longer what it once was.
So, in order to combat the phenomenon of lower scope, what types of content should brand prioritize? According to Bannersnack’s research, carousel posts have the highest engagement rate (1.94 percent), followed by photos (1.74 percent) and video posts (1.74 percent) (1.45 percent ).
This can come as a surprise given how little Carousels are discussed in comparison to Reels or Stories.
Video content, on the other hand, continues to grow in popularity. During the COVID-19 pandemic, interest in binge-watching content skyrocketed, with 70% of advertisers planning to increase their video spending. This comes on the heels of Instagram Reels and the threat of TikTok rivalry.
In that vein, TikTok (29%) narrowly beats out Instagram (25%) as the most common social media site among teenagers. Expect Instagram to continue to promote Reels in terms of content. With the possibility of Reels advertisements on the horizon, brands should consider dipping their short-form video into both Instagram and TikTok rather than picking one.
But, when it comes to our Instagram content numbers, the main story is, well, Stories.
According to Instagram, 500 million people use Stories every day, and brands account for one-third of the most-viewed stories. Stories should be a staple of your content strategy, particularly because they allow brands to “jump the line” in their followers’ feeds and aren’t hampered by the Instagram algorithm.
In conclusion, the best times to post on Instagram are Wednesday at 11 a.m. and Friday from 10–11 a.m., according to our data.
Posting at times when the audience is most likely to be active should be standard procedure. Sprout Social, for example, will assist with this.
- Your content strategy should keep stories, carousels, and short-form videos at the forefront.
- With so much content out there and so much competition, even the smallest aspects of optimization (think pacing, captions, and bio) matter.
- As engagement rates decline, brands should consider using Instagram advertising to complement their content.
Instagram advertising statistics
Social ads are becoming increasingly common, as shown by the Instagram stats above.
According to Smartly.io’s study, half of all marketing departments invest half of their marketing budgets on social advertising. In reality, 29 percent of marketers say Instagram is where they spend the majority of their ad dollars.
According to Merkle data, Instagram Stories ads have been performing particularly well for brands recently. In Q3 2020, Stories ads produced 35% of impressions and 29% of total Instagram ad spend for brands, according to their study. The fact that Stories ads have a lower-than-average CPM despite their recent growth is also noteworthy.
Another interesting Instagram figure from the Merkle study is how many businesses are running Facebook and Instagram advertising simultaneously. In reality, for brands running campaigns on both platforms, Instagram accounted for 33% of Facebook ad spend and 36% of impressions.
Meanwhile, according to a recent Socialbakers survey, the cost per click (CPC) for Instagram Feed (down 20% YoY) and Stories advertising (down 15% YoY) has decreased.
However, we can’t discuss Instagram numbers without mentioning influencers.
Although there has been some doubt about whether influencers can last the test of time, the figures speak for themselves. According to Instagram, 87 percent of people claim that an influencer influenced their decision to buy something. They also mention that 70% of “shopping fans” use Instagram to find new products.
Even if people don’t buy directly from influencers, there’s no denying their role in making Instagram a shopping destination. According to MediaKix, regular picture posts (78 percent) and Stories (73 percent) are the most effective forms of influencer content for those who do buy from influencers.
- Instagram’s ad network is rising in popularity, but not quite to the same extent as Facebook’s.
- Every year, new ad types emerge, giving advertisers more creative control of their campaigns than ever before (signaling both challenges and opportunities).
- Despite rumblings from critics both before and after the pandemic, influencers still have staying power.
Important: Eleven (11) Instagram Tips For Beginners
Instagram statistics for brands
Finally, let’s take a look at some general Instagram statistics for brands to remember in 2021.
Ninety (90) percent of people now follow a company on Instagram, according to a widely quoted statistic that has risen year over year. As proof of how the platform is becoming more brand-friendly, look no further than the consistent roll-out of new business features and shopping choices for e-commerce merchants.
This could explain why Instagram has become the most successful site for brand followers. Not only does this demonstrate how to sell goods on Instagram, but it also offers customer care and assistance.
However, keep in mind that Instagram is no longer just a B2C platform; 46 percent of B2B content marketers used organic Instagram in the last year.
While not as famous as LinkedIn (95 percent) or Twitter (86 percent), Instagram’s popularity among B2B professionals is growing. Company influencers and SaaS marketers, for example, are gradually but steadily staking their claim on the network.
- For the purposes of brand recognition, organic Instagram is beneficial for both B2C and B2B brands.
- More people are following brands on Instagram than ever before, indicating that the site will one day compete with Facebook in terms of shopping and advertising.
- Even if Instagram doesn’t generate direct sales, it’s still an important part of every social media funnel for informing and cultivating consumers.
Which Instagram statistics stand out to you?
Listen up: Instagram is a rapidly expanding and ever-evolving social media platform.
Knowing how to adapt is key to making the most of the platform. Hopefully, the above Instagram statistics will assist you in mastering the platform this year.
If you’re still looking for tips or ideas about how to make the most of 2021, check out our most recent guide on how to build a social media marketing plan.