Most, if not everyone, know about Instagram. Over the past 15 years, Instagram has amassed over 2 billion users and ranks as one of the top 5 social media platforms in the world.
From Instagram’s humble origins in 2010 til 2026, we’ve compiled over 120+ interesting statistics and facts across a diverse range of categories. So sit back and enjoy!
Most Interesting Instagram Statistics 2026
- Instagram lost 400 million users in 2024 (-16.7% growth), marking its first major user decline as TikTok continues gaining market share
- TikTok users spend 34 hours 15 minutes per month on the app – more than double Instagram’s 16 hours 49 minutes
- Small Instagram accounts (1k-10k followers) have 5-10% engagement rates, while large accounts (100k+) only see 1-3% engagement
- India has the highest number of Instagram users with over 392 million accounts followed by U.S with over 172 million users
- Over 62.3% of Instagram users are under the age of 34, making it a very popular platform for millennials and Gen Z.
- 49.4% of worldwide users are women, whereas 50.6% are men. In contrast, 55.4% are women and 44.6% are men in the U.S.
Instagram U.S User Stats
According to most recent data and estimates, the number of American Instagram users was 172.6 million, making it the 2nd biggest market after India.
Instagram Demographics in the U.S.
Most Instagram users in the U.S. are older Gen Z and millennials with people aged 25-34 taking the largest share of the user base, 28.3%. The generational trend is quite visible because when Instagram was launched in 2010, many American teenagers at that time started using the app instead of Facebook.
| Age Group | Share of Instagram Users (%) |
|---|---|
| 18-24 | 26.5% |
| 25-34 | 28.3% |
| 35-44 | 19.4% |
| 45-54 | 12.2% |
| 55-64 | 7.8% |
| 65+ | 5.8% |
Source: https://www.statista.com/statistics/398166/us-instagram-user-age-distribution/
U.S. Instagram Usage By Gender
Instagram users in the United States were:
- 55.4% women
- 44.6% men
making it a more popular platform for women in the U.S.
Instagram Global User Stats
Here are some interesting user statistics for Instagram on a global scale.
Instagram’s Total Users
While Meta does not report official numbers, over the years, Instagram’s estimated user base has grown significantly, with the early 2010s being the peak for its growth after Instagram’s launch, averaging over 80% year-by-year user growth.
However, user trends are shifting. Beginning in the 2020s many people have opted for TikTok over Instagram, which can be seen in Instagram’s annual growth rate from 2020-2024, with 2024 even losing a significant chunk of users.
Though Instagram is trying to adapt and stay relevant, they are losing a lot of potential users to TiTok, especially among Gen Z and Gen Alpha demographics.
| Year | Instagram Users | Annual Growth (%) |
|---|---|---|
| 2024 | 2 billion | -16.7% |
| 2023 | 2.4 billion | +4.3% |
| 2022 | 2.3 billion | +15% |
| 2021 | 2 billion | +53.8% |
| 2020 | 1.3 billion | +18.2% |
| 2019 | 1.1 billion | +10% |
| 2018 | 1 billion | +42.9% |
| 2017 | 700 million | +40% |
| 2016 | 500 million | +35.1% |
| 2015 | 370 million | +85% |
| 2014 | 200 million | +81.8% |
| 2013 | 110 million | – |
Sources: DataReportal, Business of Apps, Statista
Instagram Users by Country
According to the latest data, India holds the record for the most amount of Instagram users by a wide margin, followed by the United States and Brazil coming in 2nd and 3rd respectively. However, Instagram is quite popular all over the world and used widely by a diverse range of countries.
| Country | Instagram Users (Millions) | % of Population |
|---|---|---|
| India | 392.5 | 33.1% |
| United States | 172.6 | 55.4% |
| Brazil | 141.4 | 58.3% |
| Indonesia | 90.2 | 54.2% |
| Turkey | 58.3 | 47.1% |
| Japan | 55.5 | 57.7% |
| Mexico | 48.9 | 54.9% |
| United Kingdom | 34.7 | 55.0% |
| Germany | 33.8 | 52.6% |
| Italy | 30.7 | 54.0% |
| France | 29.2 | 55.1% |
| Argentina | 28.4 | 57.3% |
| Spain | 27.1 | 55.3% |
| South Korea | 24.2 | 56.0% |
| Philippines | 22.2 | 61.8% |
| Colombia | 20.9 | 56.9% |
| Canada | 19.7 | 54.9% |
| Egypt | 19.4 | 46.6% |
| Iraq | 19.2 | 39.7% |
When considering the penetration rate however, Belarus and Ukraine take the 1st and 2nd spots with over 66.1% and 63.4% of the population using Instagram. India and the U.S don’t even place in the top 20.
| Rank | Country | Instagram Users (Millions) | % of Population |
|---|---|---|---|
| 1 | Belarus | 3.9 | 66.1% |
| 2 | Ukraine | 12.6 | 63.4% |
| 3 | Philippines | 22.2 | 61.8% |
| 4 | Thailand | 19.1 | 60.6% |
| 5 | Poland | 12.3 | 60.2% |
| 6 | Venezuela | 9.0 | 59.7% |
| 7 | Kazakhstan | 12.4 | 58.6% |
| 8 | Finland | 2.6 | 58.6% |
| 9 | Denmark | 2.9 | 58.5% |
| 10 | Ireland | 2.7 | 58.3% |
| 11 | Honduras | 1.9 | 58.3% |
| 12 | Brazil | 141.4 | 58.3% |
| 13 | Japan | 55.5 | 57.7% |
| 14 | Uruguay | 2.3 | 57.4% |
| 15 | Argentina | 28.4 | 57.3% |
| 16 | Colombia | 20.9 | 56.9% |
| 17 | Sweden | 6.2 | 56.6% |
| 18 | South Korea | 24.2 | 56.0% |
| 19 | Malaysia | 15.7 | 55.6% |
| 20 | Ecuador | 6.7 | 55.6% |
Source: https://worldpopulationreview.com/country-rankings/instagram-users-by-country
Instagram’s Demographics
As expected, mostly Gen Z and millennials are using Instagram, consisting of 31.7% and 30.6% of the total user base respectively. It is however interesting to note that the number of Gen Z and Millennial users is quite even, whereas newer social media platforms have even younger audiences.
| Age Group | Percentage of Users |
|---|---|
| 18-24 | 31.7% |
| 25-34 | 30.6% |
| 35-44 | 16% |
| 45-54 | 8.7% |
| 55-64 | 4.6% |
| 65+ | 2.9% |
Source: https://www.statista.com/statistics/325587/instagram-global-age-group/
Instagram Users by Gender
There are more male Instagram users under the age of 35, but over the age of 35, there are more female users.
| Age Group | Female (%) | Male (%) |
|---|---|---|
| 18-24 | 15.2% | 16.5% |
| 25-34 | 14.2% | 16.4% |
| 35-44 | 8.1% | 7.9% |
| 45-54 | 4.8% | 3.9% |
| 55-64 | 2.7% | 1.9% |
| 65+ | 1.7% | 1.2% |
Source: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/
Instagram Engagements Stats
Here are some cool and interesting statistics for Instagram’s engagement rate and how often people use the app.
Time Spent on Instagram Every Day
Based on the latest trends in the U.S., Instagram is losing out to TikTok when it comes to engagement and time spent on their respective apps. TikTok has a comfortable lead over most other social media platforms/competitors.
- Instagram usage decreases with age. The highest average time spent is 53 minutes daily for the 18-24 age group, and it drops to just 20 minutes daily for those 65+.
- Instagram is most popular among younger adults (18-24), with usage steadily declining as age increases, whereas Facebook’s usage increases the older the demographic.
- TikTok users spend more time on the platform than Instagram users, with the difference ranging from 9 to 23 minutes depending on the age group.
| Platform & Age | 18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ |
|---|---|---|---|---|---|---|
| TikTok | 76 | 50 | 47 | 45 | 37 | 29 |
| 53 | 37 | 28 | 27 | 26 | 20 | |
| 22 | 26 | 30 | 36 | 45 | 34 | |
| Snapchat | 35 | 27 | 22 | 22 | 20 | 19 |
| Total | 186 | 140 | 127 | 130 | 128 | 102 |
Source: https://www.statista.com/statistics/1484565/time-spent-social-media-us-by-age/
Time Spent on Instagram Every Month
According to global social media usage data, Instagram ranks #5 in terms of average time spent on the app. Other interesting things to note are:
- TikTok leads with 34 hours 15 minutes per month, far outpacing Instagram, which comes in at 16 hours 49 minutes. TikTok users spend 17 hours 26 minutes more per month on the app than Instagram.
- WhatsApp spends 16 hours 52 minutes per month, almost identical to Instagram’s 16 hours 49 minutes.
| Rank | Social Media Platform | Average Time Spent per Month | Average Time Spent per Day |
|---|---|---|---|
| 1 | TikTok | 34 hours 15 minutes | 69 minutes |
| 2 | YouTube | 29 hours 21 minutes | 59 minutes |
| 3 | 18 hours 44 minutes | 37 minutes | |
| 4 | 16 hours 52 minutes | 34 minutes | |
| 5 | 16 hours 49 minutes | 34 minutes | |
| 6 | Line | 7 hours 25 minutes | 15 minutes |
| 7 | X (Twitter) | 5 hours 19 minutes | 11 minutes |
| 8 | Telegram | 4 hours 25 minutes | 9 minutes |
| 9 | Discord | 3 hours 43 minutes | 7 minutes |
| 10 | Snapchat | 3 hours 34 minutes | 7 minutes |
Source: https://datareportal.com/reports/digital-2024-october-global-statshot
Instagram Reach & Likes
Small Accounts (1k-10k followers):
- Reach: 500–2,000 users per post.
- Engagement Rate: 5–10%.
Mid-Sized Accounts (10k-100k followers):
- Reach: 2,000–20,000 users per post.
- Engagement Rate: 3–7%.
Large Accounts (100k+ followers):
- Reach: 20,000–100,000+ users per post.
- Engagement Rate: 1–3%.
Brands and Influencers:
- Reach: Highly variable, but top influencers and brands can reach 100,000+ users per post.
- Engagement Rate: 1–5% (depending on content quality and audience targeting).
Based on the statistics, smaller accounts generally have 5-10X more engagement rates than larger accounts such as brands and influencers. It can be attributed to the fact that we generally care more about our friends and people within our social circle than influencers and most smaller accounts are just personal profiles.
Source: Hootsuite, Rival IQ, HubSpot, Influencer Marketing Hub
Best Times to Post on Instagram
According to reports and studies, for each day of the week, the best times are:
Best Time to Make a Post
- Monday: 7 am, 11 am, 2 pm
- Tuesday: 7 am, 10 am, 1 pm
- Wednesday: 7 am, 9 am, 4 pm
- Thursday: 7 am, 9 am, 2 pm
- Friday: 7 am, 11 am, 3 pm
- Saturday: 7 am, 12 pm, 3 pm
- Sunday: 7 am, 11 am, 7 pm
Best Time to Add Stories
- Monday: 11 am – 12 pm
- Tuesday: 11 am – 1 pm
- Wednesday: 12 pm – 2 pm
- Thursday: 5 pm – 6 pm
- Friday: 7 pm – 9 pm
- Saturday: 11 am – 2 pm
As shown in the data, most people use Instagram when they wake up during the morning hours, a little after/during lunch break, but surprisingly not a whole lot of engagement after work in the evening.
Source: https://www.socialpilot.co/blog/best-time-to-post-on-instagram
Instagram Revenue Stats
Instagram has had impressive growth in ad revenue over the years, with 2018 and 2019 being the most successful period in its history, but beginning in 2023, revenue growth has slowed down a bit due to more competition from other social media platforms such as TikTok.
Instagram’s Ad Revenue
| Year | Annual Revenue | Annual Growth |
|---|---|---|
| 2017 | $3.4 billion | – |
| 2018 | $8.6 billion | +152.94% |
| 2019 | $18.9 billion | +119.8% |
| 2020 | $28.4 billion | +50.3% |
| 2021 | $48.3 billion | +70.1% |
| 2022 | $51.1 billion | +5.8% |
| 2023 | $61.1 billion | +19.6% |
| 2024 | $70.9 billion | +16.0% |
Source: https://www.statista.com/statistics/1261059/instagram-ad-revenue-worldwide/
In-App Purchases
More and more people are shopping directly through social media platforms and Instagram is not an exception as seen from their stats via their shop feature.
- Instagram’s total revenue (including ads & in-app purchases) was $59 billion in 2024, up from $50 billion in 2023 and $43 billion in 2022.
- Global in-app purchase spending (2022): Average mobile user spent $380 annually.
- Approximately 44% of Instagram users engage in shopping activities on the platform each week.
- 70% of shoppers turn to Instagram for their next purchase, indicating the platform’s strong role in product discovery.
- Businesses that implement product tagging on Instagram experience a 37% increase in sales.
- Companies have reported up to a 42% increase in sales after utilizing Instagram’s shopping features.
- 46.1% of U.S. consumers born between 1997 and 2012 (Gen Z) use Instagram to browse or purchase products monthly.
- Globally, 57% of Gen Z social media users have made a purchase on Instagram.
Source: Whop, Advertisemint, Predis, Sproutsocial, Hootsuite, Dreamlocal, Capitaloneshopping.
Instagram Stories Statistics
If there is anything we can learn from the stats down below regarding Instagram stories, it’s to consistently make stories 20 days a month to reach optimal performance for your brand or profile.
- Stories achieve a higher reach rate of 19.2% for accounts with fewer than 10K followers, but this rate decreases to 6.9% for 10K-50K followers, 1.6% for 50K-200K followers, and 1.2% for accounts with over 20K followers.
- Among brands publishing Stories, the top 25% lead the pack with 19.8 days of content per month, while the median brands maintain 13.1 days. The bottom 25% of brands round out the distribution with 8.0 days of Story publishing monthly.
- There is a strong preference for concise story content, with 35% of brands using single frames and a median of 2 frames per story, followed by a steady decline in usage for 3-11 frames, before an interesting uptick where 8% of brands opt for 12+ frames in their daily stories.
Stories Frame Number Retention Rate
| Frame Number | Retention Rate (%) |
|---|---|
| 1 | 100% |
| 2 | 86% |
| 3 | 82% |
| 4 | 80% |
| 5 | 78% |
| 6 | 76% |
| 7 | 75% |
| 8 | 74% |
| 9 | 73% |
| 10 | 72% |
| 11 | 72% |
| 12+ | 66% |
It’s also quite interesting to note that the retention rates take a steep dive in the first 4 frames from 100% to 80% but after that, it stays relatively the same for frames between 4 and 11. It would mean that it’s advantageous for profiles to post more stories since retention is relatively high.
Source: https://www.rivaliq.com/blog/instagram-stories-benchmark-report/
Instagram Posts Statistics
A lot of people confuse posts with Reels, but as of 2026 only photos and gallery of photos are now considered as Instagram posts. Before 2023, videos could be uploaded in a post format, but now as of 2026, all videos are labeled as Reels, just FYI. Regardless here are interesting stats and figures for Instagram posts.
Most Liked Instagram Posts
Leonel Messi is the king of Instagram, with 4 posts ranking on the All Time Top 10 Instagram Posts.
| Position | Instagram Handle | Description of Post | Total Likes (in millions) | Post Date (UTC) | Link |
|---|---|---|---|---|---|
| 1 | @leomessi | Celebrating his victory at the 2022 FIFA World Cup | 75.0 | December 18, 2022 | View Post |
| 2 | @world_record_egg | A simple photo of an egg | 60.9 | January 4, 2019 | View Post |
| 3 | @leomessi | Messi in bed with the FIFA World Cup Trophy | 54.1 | December 20, 2022 | View Post |
| 4 | @cristiano | Messi and Ronaldo playing chess for Louis Vuitton ad | 42.0 | November 19, 2022 | View Post |
| 5 | @leomessi | Messi on a plane with the FIFA World Cup Trophy | 41.5 | December 19, 2022 | View Post |
| 6 | @emilio.piano | A reel of a girl singing “My Heart Will Go On” | 35.5 | September 8, 2024 | View Post |
| 7 | @leomessi | Celebrating his World Cup win in Argentina | 33.9 | December 21, 2022 | View Post |
| 8 | @cristiano, @alnassr | Announcing Ronaldo’s move to Al Nassr FC | 33.8 | December 30, 2022 | View Post |
| 9 | @xxxtentacion | The final post before his tragic passing | 33.6 | May 19, 2018 | View Post |
| 10 | @jiangzhibin24 | A reel showcasing a beautiful sunset | 33.6 | August 5, 2023 | View Post |
Posts Reach by Followers
- Accounts with 50k+ followers reach approximately 45,932 users per post
- Accounts with 10k-50k followers reach about 2,909 users, significantly lower than larger accounts
- Accounts with 2k-10k followers reach around 742 users per post
- Small accounts with 500-2k followers reach approximately 230 users per post
- Micro accounts (under 500 followers) reach about 6,540 users, far surpassing small accounts
The big jump in average post reach for accounts larger than 50k+ can be explained by the fact that profiles with huge followings with hundreds of thousands of followers naturally will reach more people on average, thus skewing the data. Micro accounts however reach 10X more than their followers number, mainly because newer accounts get a big boost from Instagram in the early stages.
Source: https://www.statista.com/statistics/1353274/average-reach-posts-instagram-by-number-of-followers/
Instagram Reels Statistics
On August 5th, Instagram Reels was introduced to keep up with TikTok, and during its initial launch, users saw a surge in the number of views, but how has Instagram Reels turned out so far? Here are the numbers.
- Reels posted at midnight achieve the highest average views (averaging 25,000 views per post) compared to other posting times
- Despite midnight being optimal for views, most creators choose to post at 6 PM instead. Around 119,000 Reels were published at 6 PM on Instagram making it the most popular posting time
- Over 200 billion Reels are viewed per day across Instagram and Facebook
- Reels generate 15,000 views on average
- Average Reels engagement rate is over 5%
- 77% of viewers have bought products after watching Reels
- 74% of Instagram users use Reels (beating TikTok’s 49%)
- 82% of viewers followed a business after watching Reels
- 74% messaged a business directly after watching Reels
The main takeaway point is that professional brands should definitely use Instagram Reels to advertise and showcase their products if they want to engage more with their target audience and sell their products.
Source: Statista, influencermarketinghub
Reels Uploaded Based on Followers
- Huge accounts (50,000+ followers) were the most active, posting approximately 0.55 Reels per day, which translates to one Reel every two days
- Big accounts (10,001-50,000 followers) posted around 0.29 Reels per day, or roughly one Reel every 3-4 days
- Medium accounts (500-10,000 followers) published about 0.21 Reels daily, equivalent to one Reel every 5 days
- Small and Tiny accounts (under 500 followers) both posted around 0.18 Reels per day, meaning approximately one Reel every 5-6 days
It’s not a surprise that the bigger the account is, the more active it is, consistently posting more Reels per day on average compared to smaller accounts.
Source: https://www.statista.com/statistics/1466615/instagram-reels-posted-by-account-size/
Reels Reach By Followers
- Accounts with 50k+ followers have the highest reach by far, with their Reels reaching approximately 67,974 users
- Accounts with 10k-50k followers reach about 9,650 users with their Reels – roughly 7 times less than the largest accounts
- Accounts with 2k-10k followers reach around 3,249 users per Reel
- Small accounts with 500-2k followers reach approximately 957 users per Reel
- Interestingly, micro accounts (under 500 followers) reach about 8,091 users
We have to be mindful of the fact that profiles that have more than 50k+ followers might skew the data more positively because an account with 1 million followers will significantly contribute to a higher average reach rate, but the biggest anomaly is the higher Reels reach rate for micro profiles. We can infer that perhaps Instagram wants to give a boost and a leg up for smaller accounts so that they keep using the app.
Source: https://www.statista.com/statistics/1356207/instagram-average-reach-for-reels-number-of-followers/
Instagram Threads Statistics
Instagram Threads is a relatively new platform, only launching in July 2023. Its functions and features are quite similar to Twitter. Since its launch, Threads has had a relative amount of success. Here are the stats:
Number of Threads App Downloads (Worldwide)
- July 2023: ~70 million downloads (highest peak)
- August 2023: ~25 million downloads
- September 2023: ~20 million downloads
- October 2023: ~10 million downloads
- November 2023: ~10 million downloads
- December 2023: ~35 million downloads (increase)
- January 2024: ~30 million downloads
- February 2024: ~20 million downloads
- March 2024: ~25 million downloads
Source: https://www.statista.com/statistics/1434323/threads-app-downloads-worldwide/
Number of Monthly Active Threads Users (Worldwide)
- Q3 2023: 100 million MAUs
- Q4 2023: 130 million MAUs
- Q1 2024: 150 million MAUs
- Q2 2024: 150 million MAUs
- Q3 2024: 200 million MAUs
- Q4 2024: 275 million MAUs
Source: https://www.statista.com/statistics/1451377/threads-global-quarterly-mau/
Average Daily Time Spent on Threads (Worldwide)
- July 7, 2023: 21 minutes
- July 14, 2023: 6 minutes
Source: https://www.statista.com/statistics/1401370/threads-global-daily-time-spent/
Overall, Instagram Threads experienced a massive launch in July 2023 with 70 million downloads, but engagement quickly dropped, with daily time spent falling from 21 minutes to 6 minutes within just a week. Downloads declined in the following months but saw a resurgence in December 2023, however monthly active users are steadily climbing, so people are still using the app, and has its relevance in 2026.
Other Instagram Statistics & Facts
If you are interested in learning about Instagram stats that doesn’t hurt to know, then here are some additional stats.
Bots & Fakes Accounts on Instagram
- Instagram removed 827 million fake Instagram accounts that were either duplicates or were fake bots, (4-5% of total active users) over the years.
- 22% of ad spend is wasted due to fraud (Juniper Research).
- Meta, the parent company of Instagram and Facebook, employs approximately 15,000 content moderators globally.
Source: FraudBlocker, Cosmopolitan
Instagram Influencer Statistics
Despite fierce competition in the last few years, Instagram still remains one of the most popular platforms for influencers. Here are some interesting stats.
- Influencer Marketing Market Size: The global influencer marketing market has seen substantial growth, reaching an estimated $24 billion in 2024.
- Marketer Utilization: In 2024, approximately 82.7% of U.S. marketers in companies with over 100 employees leveraged influencers for their marketing initiatives
- ROI on Instagram: Brands reportedly earn an average of $4.12 for every $1 spent on influencer campaigns on Instagram, indicating a strong return on investment.
- Cristiano Ronaldo was the highest-earning Instagram influencer in 2021, amassing $85.22 million from sponsored posts.
| Influencer Category | Follower Range | Share of Influencers (%) |
|---|---|---|
| Nano-influencers | 1,000 – 10,000 | 76.86% |
| Micro-influencers | 10,000 – 50,000 | 18.23% |
| Mid-tier influencers | 50,000 – 500,000 | 4.56% |
| Mega-influencers & Celebrities | 1,000,000+ | 0.16% |
In 2023, nano-influencers (1,000–10,000 followers) dominated Instagram, making up 76.86% of all influencers. Micro-influencers (10,000–50,000 followers) were the second largest group at 18.23%. Mid-tier influencers (50,000–500,000 followers) accounted for 4.56%, while mega-influencers and celebrities (1M+ followers) made up just 0.16% of the total.
Source: Dashapp, TheSocialShepherd, Statista
Device People Use for Instagram
Instagram is predominantly accessed via mobile devices, with a significant majority of users engaging through smartphones. Here are some key statistics:
Device Usage for Instagram Reels:
- Android smartphones: 55%
- iOS smartphones: 35%
- Tablets (Android/iOS): 7.5%
- Desktops: 3%
These figures highlight the platform’s mobile-centric user base, with a combined 90% of Reels users accessing the feature via smartphones.
Source: sendshort.ai
Most Followed Instagram Accounts
The top 10 most followed Instagram profiles as of 2026 are mainly football players and entertainers, specifically in music.
| Rank | Instagram Profile | Handle | Description | Profile Link |
|---|---|---|---|---|
| 1 | Cristiano Ronaldo | @cristiano | Portuguese footballer renowned for his prolific career. | Visit Profile |
| 2 | Lionel Messi | @leomessi | Argentine footballer celebrated for his exceptional talent. | Visit Profile |
| 3 | Selena Gomez | @selenagomez | American singer and actress known for her music and acting career. | Visit Profile |
| 4 | Kylie Jenner | @kyliejenner | American media personality and entrepreneur, known for Kylie Cosmetics. | Visit Profile |
| 5 | Dwayne ‘The Rock’ Johnson | @therock | American actor and former professional wrestler. | Visit Profile |
| 6 | Ariana Grande | @arianagrande | American singer and actress celebrated for her powerful vocals. | Visit Profile |
| 7 | Kim Kardashian | @kimkardashian | American media personality and businesswoman. | Visit Profile |
| 8 | Beyoncé | @beyonce | American singer, songwriter, and actress. | Visit Profile |
| 9 | Khloé Kardashian | @khloekardashian | American media personality and entrepreneur. | Visit Profile |
| 10 | Justin Bieber | @justinbieber | Canadian singer and songwriter. | Visit Profile |
Most Popular Instagram Categories
When Instagram was launched its main purpose was to allow people to share their travel, photography, and lifestyle photos, and according to its most popular categories such as Fashion, Food, Photography, Travel, and Nature, Instagram still holds onto its roots somewhat.
- Lifestyle: This is the leading category among Instagram influencers, accounting for approximately 13.73% of influencer content.
- Fashion: The hashtag #fashion has been used over 1.1 billion times, making it one of the top tags on the platform.
- Food: The hashtag #food is among the most popular on Instagram, reflecting the platform’s extensive culinary content.
- Photography and Art: Hashtags like #photography and #art are highly popular, indicating a strong presence of visual arts on Instagram.
- Travel and Nature: Hashtags such as #travel and #nature are widely used, showcasing the platform’s rich content related to exploration and the outdoors.
- Beauty and Fitness: Categories like #beauty and #fitness are among the top tags, highlighting the platform’s focus on personal care and wellness.
Sources: Statista, Hootsuite Blog
History of Instagram
- Launch (October 2010): Instagram was launched. The app allowed users to take photos, apply filters, and share them.
- Rapid Growth (December 2010): Just two months after launch, Instagram already had 1 million registered users.
- Acquisition by Facebook (April 2012): Facebook acquired Instagram for approximately $1 billion in cash and stock when Instagram had around 30 million users.
- Introduction of Video (June 2013): Instagram introduced the ability to share 15-second videos.
- Direct Messaging (December 2013): Instagram Direct messaging was introduced.
- Instagram Stories (August 2016): Inspired by Snapchat’s feature, Instagram launched Stories.
- IGTV (June 2018): Instagram introduced IGTV, a platform for longer-form vertical video content.
- Shopping Feature (2019): Instagram expanded its e-commerce capabilities with in-app purchases features.
- Reels (August 2020): In response to the popularity of TikTok, Instagram launched Reels.
- Focus on Video (2021-2022): Instagram has been increasingly focusing on video content over photos.
- Threads (July 2023): Instagram launched Threads, a text-based conversation app similar to Twitter.
Countries Where Instagram is Banned or Restricted
Compared to TikTok, Instagram has been relatively free and open for use in most countries, with only a few anti-Western countries deciding to ban the app in their respective regions.
- China – Instagram is blocked as part of China’s internet censorship policies, which restrict access to many foreign social media platforms.
- Iran – Instagram has been intermittently restricted or banned, particularly during times of political unrest or protests.
- North Korea – The use of Instagram is not allowed in North Korea, where internet access is tightly controlled, and only a few government-approved websites are accessible.
- Turkmenistan – Instagram is blocked in Turkmenistan as part of broader restrictions on foreign internet services.
- Russia – Instagram has been banned since 2022 as part of the government’s crackdown on Western social media platforms.
Source: https://www.newsweek.com/map-shows-countries-where-instagram-blocked-1942415
Final Thoughts
Since launching in 2010, Instagram exploded in popularity and worldwide recognition, going from a few million users in the earlier days to now having over 2 billion accounts. Use of Instagram is pretty much evenly distributed all over the world, no matter whether you are in South Asia, East Asia, Africa or the Americas, most people use Instagram.
Given the consumers’ buying habits on Instagram, brands and companies would be foolish not to consistently make stories and reels on the platform, as most of them have seen improvement in sales and revenue.
However, Instagram has been losing out to other social media platforms such as TikTok as of 2026 and is actually expected to shrink in users in the coming years unless Instagram takes a course of action to not only retain but also grow its user base.