engagement in 2021

Instagram Stats You Should Know In 2022


It’s 2022, which means Instagram is now officially celebrating double digits. That’s right — Instagram came around in 2010, so this platform is now 11 years old. Did anyone know what Instagram would become? Probably not. But are most marketers aware of it’s power now? Absolutely.

Instagram has been a game-changer for businesses, influencers, social media managers and content creators. Going into its tenth anniversary, it’s a good time to recap on top Instagram statistics. Curious? Read along for the highlights (believe us, there are a LOT of numbers about Instagram growth, so we trimmed it down so you’d get the big ones).

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Instagram Active Users

For a lot of apps, one of the most telling success metrics is the number of active users. It’s one thing for someone to express interest or sign up, but to stay active? That means you pulled them in and kept them around.

As of 2021, Instagram stands at approximately 1 billion monthly active users. That’s about 37% of U.S. adults who have an Instagram account.

instagram statistics you know

Impact of Age

Because social media is relatively new, we hear a lot about age demographic being a key ingredient in targeting your message. If your audience is predominantly made up of millennials, Instagram or Twitter are great ways to reach them. On the flip side, a target audience of folks who are over the age of 60 may call for more traditional messaging — direct mail, phone calls, email, etc.

About 50% of Instagram users are under the age of 34 years old, globally. Imagine a huge curve, with most users between the ages of 16 and 34. We see a significant drop after 34, and the trajectory continues downward from there. When we get to the eldest age group (anyone who is older than 66), we see very few users — less than 3% of the population.

instagram statistics you know

Time Spent on the App

We’re all guilty of extended scrolls and late-night stalking sessions. You know, the ones where you think you’re going on Instagram for 10 minutes, only to find yourself sucked into a vortex of endless taps and scrolls for hours.

Marketers find it helpful to know how long their consumers are spending on Instagram so they can understand the sheer power of it. Because on average, Instagram users spend about 53 minutes a day on Instagram. That’s 6-7 hours a week!

instagram statistics 2021

International Instagram Usage

Instagram is a global social media platform, and whether or not your business is international doesn’t really matter. What matters is that you’re utilizing Instagram to boost brand awareness for your business, and that includes inside and outside of the U.S.

So here’s the crazy thing: most of Instagram’s users are outside of the U.S. — 89%, in fact. The top 3 countries are:

  • Brazil, with 70 million Instagram users
  • India, with 69 million users

  • Indonesia, with 59 million users

Keep this in mind while you’re creating your content strategy because you may want to factor in current events and attributes of these countries.


A common misconception is that Instagram users are predominantly female. Why? We’re not sure because it’s actually split pretty evenly between men and women. 52% of Instagram users are women, and 48% are men.

That said, we can’t say that they use their Instagram profiles as regularly. On average, women use Instagram about 12% more than men do. Does this impact your marketing plan? Possibly, but your social media plan really shouldn’t be segmented by gender. You may segment your email messaging by gender, or you may segment your social messaging by age — but usually your social media should be gender agnostic.

What’s the next statistic? We think it starts with you and your 100% bulletproof marketing campaign this year. Keep up the great work and don’t forget to seek help and resources when you need an extra hand (we’ve got you covered!).

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