Instagram Statistics You Should Be Aware Of in 2023

Stepping into 2023, there’s no doubt that Instagram is being a huge label fueling good customer and content experience. After TikTok, Instagram is the most visited platform, even bigger than Google!

Who would have thought that Instagram would become such an influencing marketing tool for millions of people and brands? Instagram started out as a photo and video-sharing platform in 2010, when Kevin Systrom and Mike Kreiger, synced a picture of a dog with the caption as a test post,



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A post shared by Kevin Systrom (@kevin)

putting in a privilege for brands to use this platform for their marketing and content strategies. Practically, Instagram has changed the way we scroll, and we get entertained!

Instagram’s landscape is ever evolving, and the platform continues to be at the forefront of digital innovation. With countless posts shared daily and billions of users, the social media platform has become a global phenomenon, shaping the way we communicate, connect, and share our daily lives online.

In this blog, we dive deep into the world of Instagram statistics for 2023, uncovering fascinating insights, trends, and predictions that will leave you awestruck. From the rise of augmented reality filters to the impact of influencer marketing,

we’ll explore how Instagram is transforming the way we experience and engage with visual content. So, fasten your seatbelts and get ready for an exciting journey into the future of Instagram, where data meets creativity, and possibilities are endless!

1: Instagram gained 25,000 users on its first day

Instagram embarked on its journey on October 6, 2010, and gained 25,000 users on its first day. By the end of the first week, the app was downloaded over 100,000 times, and by mid of December month, the number of users reached the 1 million mark.

2: July 2023, Instagram has over 2.3 billion active users

As of July 2023, Instagram has over 2.3 billion active users.

3: Instagram Generates $43.2 Billion in Ad Revenue in 2022

As per Insider Intelligence’s data, Instagram recorded a distinctive ad revenue of $43.2 billion in the year 2022, indicating a modest rise from its 2021 figures of $42.1 billion.

4: Instagram was Acquired for $715 Million

In the bygone days of 2012, Instagram was bought for $1 billion dollars. Unquestionably, it was one of the smartest acquisitions in the consumer tech industry. Even though the headline price was quoted at $1 billion, still, the deal closed at $715 million due to a decline in Facebook stocks.

5: U.S. Instagram Users Spend an Average of 30.1 Minutes per Day on the Platform

On average, Instagram users in the U.S. spent around 30.1 minutes per day on the platform in the year 2022.. The figures are exactly tied with Facebook, but behind YouTube, TikTok, Twitter, and Snapchat with a time range of 45.6 minutes, 45.8 minutes, 34.8 minutes,and 30.4 minutes respectively.

6: Instagram Ranks as the 10th Most-Searched Term on Google in 2022

Instagram in 2022 was the 10th most-searched term on Google with 117.25M monthly searches! Well, all three YouTube, Facebook, and Weather beat Instagram. While it is just quite easier to type on the Google search bar, however, the majority of the users access it through the app only.

7: Instagram Ranks as the Second Most Downloaded App of All Time

Instagram is the second most downloaded app of all time. With the arrival of smartphones, the app growth ratio has been going up and up every following year, too with a user rating of 4.3 stars on Google Play and 4.7 stars on the App Store.

8: In 2022, the Average Cost-Per-Click for Instagram Ads Ranged from $0.20 to $2.00

As of 2022, The average cost-per-click across Instagram ads was around $0.20 to $2.0.  with costs that keep on recurring, depending on a myriad of factors, including industry, location, and ad placement.

9: 70% of Surveyed Individuals Enjoy Watching Ads on Instagram Videos

As per Business Instagram, 70% of people surveyed like ads when watching videos on Instagram

latest Instagram stats 2023

10: Instagram Posts Experience an Average Engagement Rate of 0.47%

Brands running Instagram ads had an average engagement rate of 0.47% which is almost 7X more impressive than Facebook posts (0.06%).

11: Carousel Posts Dominate with a Median of 245 Interactions per Post on Instagram

However, Carousel steals the show with 245 median post interactions even, surpassing Reel by 58, attracting a large fraction of the audience on Instagram.

12: The Most Liked Post on Instagram Garnered Over 75,538,352 Unique Likes

The most liked post on Instagram was liked by over 75,538,352 different users. The post is from December 2022, and is of the footballer Lionel Messi and his mates celebrating the 2022 FIFA Cup win. Well, happily, he was spotted leaping up and down, squealing with delight, and hugging his  mates, holding the trophy.


13: Ad Revenue Expected to Reach $40 Billion USD

Instagram’s Ads revenue (U.S.) is expected to rise to roughly $40 billion USD (60.9%) by the end of 2023.

14: Instagram’s Share of Facebook’s Total Revenue Grows 10-Fold

Instagram’s portion of Facebook’s total revenue increased by 10 times between 2015 and 2020

15: Videos Under 15 Minutes on Instagram Will Be Shared as Reels

New videos shorter than 15 minutes posted on Instagram will be shared as reels

instagram stats for Marketers 2023

16: Instagram Boasts Higher Engagement Rates in Terms of Reach

As per a data report, Instagram records higher engagement rates in terms of “Reach” which would be a rate of 4.20% against Facebook’s average of 1.90%.

17: Instagram Hides Like Counts for Users in Seven Countries

Users in seven countries currently can’t see the number of likes on an Instagram post – Australia, New Zealand, Italy, Ireland, Japan, and Brazil.

instagram likes stats

18: One in every 10 Instagram user accounts is a bot account

Surprisingly, one in every 10 Instagram user accounts is a bot account; An estimated figure of 95 million accounts on Instagram is fake under the 1 billion user base count.

19: Instagram Stories Ads Generated Approximately $16 Billion USD

In 2023, Stories advertisements brought around $16 billion USD in annual ad revenue. Whereas, the Insta stories generate a quarter of that

20: Instagram Stories Captivate 70% of the Ever-Evolving Generation Z

Additionally, Instagram stories captivate a staggering 70% of the ever-evolving Generation Z, while also holding the attention of 59% of the tech-savvy Millennial generation.

21: The top 3 most-followed accounts on Instagram

Instagram Followers stats

The top 3 most-followed accounts on Instagram after its official account are Cristiano Ronaldo, Lionel Messi, and Selena Gomez. The app has definitely come a long way since its launching in 2010, and now even for these famous celebrities, Instagram has been a great medium to be in touch with their audience. And guess what? Moreover, the average media value of an Instagram post by Ronaldo was over 985,000 U.S. dollars

22: The most popular hashtags on Instagram are

Instagram hashtags stats

The most popular hashtags on Instagram are #love, #instagood, and #fashion with a count of 1.83B, 1.15B, and 812.7M respectively. All that being said, trends – are changing significantly. With so many recent surveys looking particularly at the effectiveness of Instagram hashtags in 2023, and the results have been immensely eye-opening.

23: Posts with Hashtags Estimated to Garner 12% More Engagement

It’s estimated that posts that include hashtags gain 12% more engagement.

24: Instagram’s Video Function Launch in 2013 Sees 5 Million Uploads Within First 24 Hours

When Instagram launched the video function in 2013, 5 million videos were uploaded in the first 24 hours

25: As of January 2023, India Boasts the Largest Number of Instagram Users

India had the largest number of Instagram users as of January 2023, with a total of over 229.5 million users in the country. The second-largest Instagram audience could be found in the United States, with almost 143.55 million people subscribing to the photo and video-sharing app

Statistic: Leading countries based on Instagram audience size as of January 2023 (in millions) | Statista

26: Instagram is the Most Used Network for Cyberbullying

According to a Ditch the Label survey report in 2017, Instagram was the most used network for cyberbullying.

27:  73.4% of Instagram Accounts with Over 1 Million Followers were Verified by 2020

As of  2020, 73.4% of user accounts with more than a million followers were already verified on Instagram.

As of 2020 verified users on Instagram had an average of 30% engagement rate.

28: Instagram Hits 95 Million Daily Photos and Videos, 500K Advertisers in 2016

In 2016, Instagram surpassed an average of 95 million photos and videos shared per day and 500, 000 advertisers.

29:  More Opportunities for Gen Z to Use Instagram Wallets for Social Good in 2023

In 2023, more Gen Z users will have the privilege to use their wallets to support causes and communities.

30: 64% of Gen Z Social Media Users Plan to Monetize a Project in 2023

64% of Gen Z social media users plan to monetize a project this year which means Nearly two-thirds of Gen Z plan to use social media to make money in 2023.

31: Instagram Disables NFT Feature as of April 11, 2023

Instagram has deactivated the NFT feature as of April 11, 2023.

32: Instagram Video Poised for Growth as Mobile Devices Expected to Account for 75% of Mobile Data Traffic

Instagram Video is definitely going to be on the bigger picture as more than 75% of the total mobile data traffic will be going to mobile devices.

33: longer captions can lead to better engagement on Instagram

Longer captions get better engagement. According to a report by Hootsuite, longer captions for posts, reels, or stories are believed to start a conversation,  tell any story/concept more clearly, and deliver the maximum valuable information about the service/thought/product/idea.

34: The best time to post on Instagram is 

The best time to post on Instagram is 4 AM. Early bird gets the worm!

The ideal time to post on Instagram can differ based on a variety of factors such as your intended audience, their location, and the type of content you share. It’s recommended to review your account’s analytics and determine the most suitable posting schedule that works for your audience


35: 90% of people follow at least one business on Instagram

36 : Instagram: The #1 Media Platform for Building Relationships

Instagram is the #1 media platform for building relationships with brands, among those surveyed like Instagram, Twitter, Youtube, Pinterest, Snapchat, Tiktok, Facebook, and even TV.

37: Instagram Launches Killer Feature

Instagram launched a killer feature of Adding accounts to Favorites and seeing their posts higher in your feed

instagram feed stats

38: Instagram offers “effects for brands

Instagram offers “effects for brands,” which are essentially branded AR filters that are more interactive than regular ads.

Instagram with over 1bn worldwide users is the biggest platform for branded Augmented Reality AR Ads and filters – Indeed, a colossal amount of eyeballs looking for engaging content.
AR filter feature users who use AR Filters use them on average for 75 seconds – 4X longer than mobile video.


All in all, these interesting and lesser known statistics about Instagram are both insightful and fascinating for standard and professional users. From the engaging rate of the post to making the most of AR filters, individuals and businesses can use this data to improve their engagement and grow their audience on this thriving platform.

And with being one of the most preferred, user friendly, and visually appealing platforms, it will be much more interesting to witness the results of these insights and trends, marking significant progress with time.

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Rahul Vij

Co-founded WebSpero solutions about a decade ago. Having worked in web development- I realized the dream of transforming ideas sketched out on paper into fully functioning websites. Seeing how that affected the customers’ generation of leads and conversions, I wanted to delve deeper into the sphere of digital marketing. At Webspero Solutions, handling operations and heading the entire Digital Marketing Field – SEO, PPC, and Content are my core domains. And although we as a team have faced many challenges, we have come far learning along and excelling in this field and making a remarkable online reputation for our work. Having worked in building websites and understanding that sites are bare structures without quality content, the main focus was to branch into optimizing each website for search engines. Investing in original, quality content creation is essential to SEO success in the current search climate. Succeeding in this arena ensures the benefits of producing visitor-friendly content. Directing all our teams to zoom in on these factors has been a role that I have thoroughly enjoyed playing throughout these years. linkedin