Instagram Statistics Marketers Should Know in 2025 [Updated] | Sprout Social

Written byby Jacqueline Zote

Published on February 21, 2025

Reading time 9 minutes

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Wondering what trends are taking over on Instagram? Or what kind of competition you’re up against? These are essential details that will shape the rest of your approach on the platform. And keeping up with the latest Instagram stats will tell you exactly what you need to know.

Staying on top of the latest social media stats will help you anticipate changes and fine-tune your strategy accordingly. This is particularly true for a platform like Instagram, which evolves rapidly with new features.

So let’s take a look at some of the top Instagram stats that will inform your strategy for 2025.

Understanding how people perceive and use the platform will help you understand the best way to connect with them. This will help you develop Instagram best practices to implement in your strategy. These Instagram user statistics can give you a better look:

From viral Reels to influencer sponsorships, there’s an abundance of content on Instagram to drive product discovery. Our 2024 Social Media Content Strategy Report supports this, with 61% of social users turning to Instagram to find their next purchase. It beats every other platform when it comes to driving product discovery.

Despite the algorithm serving users with content from creators, Instagram hasn’t lost its “social” element. The previously cited report found that users primarily scroll Instagram to connect with friends and family. Whether they’re posting Stories or sharing Reels with friends, Instagram helps users stay connected.

Another common reason for using Instagram is to alleviate boredom. So users seek out entertaining content to keep themselves occupied.

Brands should get ahead by creating Instagram content that can entertain their audience.

Connection and entertainment may be the primary reasons for using Instagram. But that doesn’t rule out users engaging with brands on the platform. In fact, 69% of social users in our 2024 Social Media Content Strategy Report see the most engaging brand content on Instagram. Additionally, 44% even wish that brands used Instagram more often (higher than any other network).

In other words, Instagram is a prime network for brands to engage their audience.

According to data from Kepios, only 0.2% of Instagram users are unique to the platform. A large number of users use it alongside other social media platforms such as Facebook (80.3%), YouTube (76.9%) and TikTok (54.3%). That means having a solid cross-platform marketing strategy is crucial for your brand to succeed.

How popular is Instagram in terms of usage? Let’s take a look at these Instagram usage statistics to find out:

Latest reports show that Instagram has 2 billion monthly active users. While not at the Facebook level (over 3 billion), this is still huge for brands on Instagram. With the right strategies to get more Instagram followers, these users could turn into loyal fans of your brand.

Having access to a massive user base alone is good news for brands. What’s more is that the platform’s users are actively engaging with brands. According to our 2024 Social Media Content Strategy Report, half of Instagram users interact with brands at least once a day.

So your brand presence on the platform won’t go to waste. It creates an opportunity for your audience to interact with you. This fosters a genuine connection and strengthens your relationship with them.

Although Instagram has fewer monthly active users than Facebook, it beats every other platform when it comes to users with a profile. The 2024 Social Media Content Strategy Report found that 84% of social users have an Instagram profile (the most of all networks in the report).

This indicates a deep commitment to use the platform with users being invested enough to create a profile.

Understanding Instagram’s demographics data gives you an idea of the types of people who use the platform. This helps you assess whether the platform is relevant to your target audience. Here’s a quick breakdown of Instagram statistics related to its audience and demographics.

For a while, Instagram had slightly more male users than female users. As of January 2024, however, this gender distribution is starting to even up. There are now 50.6% male users and 49.4% female users. This means that the platform isn’t inherently better at reaching one demographic audience over another.

Instagram sees the highest usage among Gen Z and Millennials. Recent reports show that over 60% of the platforms users are aged between 18 and 34. In fact, it’s the go-to social network for Gen Z, with a whopping 91% of them having a profile on the platform.

In spite of its popularity with Gen Z and Millennials, Instagram has a broad appeal across all age groups. There’s a significant portion (over 32%) of users aged 35 and older on the platform.

Much like other platforms, India leads the way even when it comes to Instagram. The country has 362.9 million Instagram users. The United States comes next with 169.65 million users.

Are you getting the most out of your Instagram advertising efforts? Is it even worth it to market your brand on Instagram? Here are a few Instagram stats to give you the answers you need.

In-feed ads continue to dominate when it comes to generating revenue. Emarketer found that Feed represents 53.7% of the platform’s total ad revenue. Stories come next, representing 24.6% of total ad revenue in 2024.

However, it also notes that these shares will be dropping gradually as Reels revenue grows. The firm predicts that the combined revenue share from Feed and Stories will drop to 73.8% in 2025.

Ad costs on Instagram are comparable to other leading platforms like Facebook.

According to a WebFX survey, the CPC for Instagram ads is between $0.00 and $0.25. Impressions cost slightly more, with 46% of companies paying between $0.00 and $4.00 CPM (cost-per-impression) per 1,000 impressions. Meanwhile, you can expect to spend around $0.03 to $0.08 in CPE (cost-per-engagement).

Conversion rate for Instagram ads vary based on what you wish to achieve. DriftLead reports an overall average conversion rate of 1-2% across all objectives. Top-performing campaigns may even be able to hit 3% or higher.

Here’s a more detailed breakdown of the average conversion rate by objective:

Instagram offers a wide range of content types to choose from, with Stories and Reels being popular options. Check out these Stories and Reels statistics to see how these formats are performing:

Smaller accounts on Instagram are seeing increased visibility in form for Story viewers. An Aura Agency study noted a 35% increase in Story reach rate for brands with under 10k followers.

Mid-size brands (50k-200k followers) aren’t doing so bad either, with a stable reach rate of 1.6%.

Even when it comes to Reels performance, smaller brands have the upper hand. A Socialinsider study found that brands with 1k-5k followers have the highest Reels view rate at 20%. Accounts with 5k-10k followers come next with a view rate of 10.20%.

Even larger accounts with over 100k followers still see a decent view rate of 4%.

If you’re wondering what content your audience wants to see from you, the answer lies in video. And the shorter the better, according to Sprout Social’s 2024 Social Media Content Strategy Report. Short videos (<15 seconds) are a favorite among users when interacting with brand content. Static images are equally popular, indicating a need to diversify your content type.

Speaking of video content, people are most likely to engage with your videos are Reels and Stories. These are the video formats that people have been engaging with the most and will continue to engage with in the near future.

So if you need more Instagram Story ideas, consider turning to candid short videos to engage your audience.

Owing to the smashing performance of Reels, brands are also ramping up their usage. Socialinsider noted a 12% increase in Reels usage among brands between 2023 and 2024.

Check out our Instagram Reel ideas guide to create captivating Reels and keep up with the competition.

So far, the benefits of Instagram for marketing your business are clear. Let’s further dive into these Instagram for business stats to really understand its value:

Instagram doesn’t just inspire buying decisions; it supports purchase actions. Users quickly go from discovering products to buying them, all within the same platform. The 2025 Sprout Social Index™ found that 29% of users make purchases on Instagram. This makes it the third-most-used social platform for making a purchase.

With Instagram Shopping features making it easier than ever to buy directly on the platform, we can expect these numbers to grow.

Instagram usage among consumers goes beyond finding and buying products. People are also turning to the platform for their customer support needs. Based on The 2024 Social Media Content Strategy Report, 72% of Gen Z are most likely to use Instagram for customer care over any other channel.

This highlights the need to ramp up your social media customer care efforts with Instagram as a key channel.

Instagram’s place in the influencer marketing landscape continues to solidify. This means that many brands are turning to the platform to execute their influencer marketing campaigns. Here’s a quick look at some leading influencer marketing stats for Instagram:

TikTok has surpassed Instagram as the most used platform for influencer marketing. However, Instagram’s popularity isn’t dying down any time soon. The latest stats reveal that 46.7% of marketers use it for influencer marketing.

Our 2024 Influencer Marketing Report further affirms the platform’s effectiveness. Instagram ranks as one of the top platforms consumers use to engage with influencers. In particular, Gen X and Millennials are almost two times more likely than Boomers to engage with influencers on Instagram.

Understanding audience demographics helps brands align influencer partnerships with their target customers. According to our Sprout Social Influencer Marketing data:

Engagement rate is a critical metric when assessing an influencer’s impact, as it reflects audience interaction and authenticity. According to our data from Sprout Social Influencer Marketing:

To get the extra mileage out of your Instagram influencer campaigns, maximize engagement by prioritizing Reels and carousel posts in your creator partnerships.

According to Statista, nano-influencers having 1,000-10,000 followers make up 76.86% of Instagram influencer accounts. Micro-influencers are the second most popular group, making up 18.23% of influencer accounts.

This is great news for brands, especially with the popularity of nano-influencer marketing. It means brands have an abundance of options on the platform to find the perfect influencers with the right niche and engaged audiences.

Budgeting for influencer collaborations requires understanding the cost structures for different influencer tiers. According to our Sprout Social Influencer Marketing’s platform data, here’s what brands can expect to pay per Reel on average to Instagram influencers:

Collaborating with nano- and micro-influencers is a no-brainer. Doing so has ‌several benefits. Not only are they much more common to find and work with, but they’re also more affordable and tend to yield ‌higher engagement as they target more niche audiences.

Instagram influencers’ engagement varies by region, with some countries standing out in influencer interactions. According to our Sprout Social Influencer Marketing data, these were the top-performing countries by total Instagram influencer engagements in 2024:

After the United States, Brazil and India are the next most popular audiences among influencers on Instagram. Brands with goals around reaching these countries should consider Instagram influencers to reach target audiences that are local to these areas. The impact of ‌not just meeting a buyer’s interest but also relating to their local culture plays a key role in building brand trust and loyalty.

From your content to your promotion efforts—these vital Instagram stats can inform your strategy. You can figure out what types of content to prioritize and how to engage your brand community on the platform. Check out our Instagram marketing strategy guide to see how to make the most of these stats.

You can see your Instagram post stats by tapping on the “View Insights” button under the post. Keep in mind that post stats are only available to users with a business or creator account.

Instagram Reels see the highest reach and engagement among all other media types. This makes it a highly effective way to market your brand.

Instagram has brought on a social media evolution when it comes to media usage. Instagram’s focus on visual content has influenced other social media platforms to also adopt more visual formats.

Instagram sees the most usage among the Gen Z and Millennials populations.

The breakdown of Instagram users by age group is:

Jacqueline Zote

Jacqueline Zote is a professional content writer and editor. Her interests range from pop culture and mythology to content development and social activism. In her free time, she goes on food adventures and writes unrhymed poetry. Her short fiction has appeared in anthologies published by HarperCollins Publishers and Zubaan Books.

Read all articles by Jacqueline Zote

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