37 Stats for Instagram That Matter to Marketers in 2020 (1/2)

stats for Instagram

As you plan your Instagram marketing strategy for 2020, it’s necessary to know the newest facts about this very prevalent social network. To be sure you are working with the right info, we have compiled all the most important stats for Instagram you should focus on this year.

Fast stats for Instagram

1. Instagram is the second-most downloaded free app in the Apple app store

Only YouTube had more downloads in 2018 (2019 statistics aren’t yet available). That’s a great indication that Instagram is continuing to attract new users—as verified by the Instagram user statistics you will see later in this post.

2. Instagram is the 10th most popular Google query

About half of the top 10 searches are generic terms such as weather, news, and videos. However, Facebook, Google, YouTube, and Amazon also function in the top 10, and all ahead of Instagram.

But since Instagram isn’t primarily used through a web interface, the app’s high download rank is a more related figure.

3. Instagram is currently hiding like counts and video views in 7 countries

Instagram began hiding like counts in Canada in April, and in six more countries in July.

These countries are:

  • Australia
  • Brazil
  • Canada
  • Ireland
  • Italy
  • Japan
  • New Zealand

But that does not mean that Likes no longer matter. Actually, since 41% of Canadian content creators said engagement dropped after like counts were hidden, it means it’s more necessary than ever to make powerful Instagram content that inspires engagement.

Instagram user stats

Who exactly is utilizing Instagram? These Instagram user statistics reveal the details of Instagram’s audience right now.

4. 1 billion people use Instagram every month

That makes Instagram the second-ranked traditional social network when it comes to active users, behind Fb. When considering all social platforms, Instagram ranks fifth – behind Facebook, YouTube, Whatsapp, FB Messenger, and WeChat.

5. 500 million people use Instagram Stories every day

In the three years since its launch, Stories has become a huge part of what makes Instagram so prevalent.

With half a billion people utilizing Stories every single day, it’s clear that Stories are an important channel for brands. (You will find more Instagram Stories stats throughout this piece that further emphasize this point.)

6. 89% of users are outside the U.S.

Of Instagram’s one billion users, only 110 million are located in the US. Americans are the biggest Instagram audience, however, they are very far from the majority. Rounding out the top 5 countries for Instagram users are:

  • Brazil: 70 million users
  • India: 69 million users
  • Indonesia: 59 million users
  • Russia: 40 million users

That is necessary info when thinking about how to define your target audience on Instagram, and what type of content to create.

7. Instagram will reach 112.5 million U.S. users in 2020

That is a 5.4% increase over 2019, as estimated by eMarketer, which also predicts the network will reach 117.2 million U.S. users in 2021.

Sure, we just told you that the U.S. audience represents only 11% of all Instagram users. However, it’s still a vital audience that’s rising consistently.

8. Instagram is the fastest growing social media platform in Canada

Instagram’s growth numbers in Canada are even more impressive. The social network saw 20.4% growth in Canada in 2018, and 7.3% growth in 2019. eMarketer predicts further growth of 6.1% in Canada, to 12.6 million users, in 2020.

9. The country with the highest Instagram percentage reach is Brunei

Brunei may not have the most Instagram users, however, it’s the country where Instagram reaches the highest percentage of the population: 60%, to be precise. Compare that to 37% of people in the U.S. (see below).

Rounding out the top 5 countries with the highest percentage reach are:

  • Iceland: 57%
  • Turkey: 56%
  • Sweden: 55%
  • Kuwait: 55%

When you are marketing to people in these countries, Instagram might be a especially efficient platform for both organic content and paid Instagram posts.

10. 37% of American adults use Instagram

That’s a slight grow from 35% in 2018. Remember that the%age of people utilizing Instagram varies substantially by age group as the network is far more prevalent with younger users:

  • 18–29: 67%
  • 30–49: 47%
  • 50–64: 23%
  • 65+: 8%

Again, you have got to do your analysis to determine the age breakdown of your own followers, however, these Instagram user statistics provide a great starting point for thinking about your buyer personas.

11. Instagram is the most popular traditional social network among U.S. teens

Only YouTube is more prevalent with teens, and there’s some debate about whether to classify the video-sharing website as a social network. Seventy-two percent of U.S. teens say they use Instagram, compared to 69% for Snapchat and 51% for Fb.

But teens say they use Snapchat more often.

stats for Instagram

12. The gender mix on Instagram is pretty even: 52% female and 48% male

But in the U.S., a substantially higher percentage of women (43%) use Instagram than do men (31%).

This discrepancy shows that you couldn’t make assumptions about demographics on Instagram—or any other social network. And you definitely cannot make assumptions about the demographics of your own fans. Instead, use social media analytics tools to get detailed information about your own audience, for a greater content strategy and advert targeting.

Stats for Instagram usage

Now that you understand who are utilizing Instagram, let’s have a look at some Instagram usage stats to reveal how they are utilizing the network, and how often.

13. 63% of Instagram users log in at least once per day

And 42% check multiple times per day. Only 16% log in less than once per week.

You will need to do some research to determine exactly when your specific audience is likely to be online, so you could determine the best times to post.

14. Instagram users will spend an average of 28 minutes per day on the platform in 2020

eMarketer predicts this minor grow from 27 minutes in 2019. In comparison, time spent on Fb is slightly decreasing. Instagram saw more time spent per day than Snapchat for the first time in 2019.

15. 200 million Instagram users visit at least one business profile daily

So, what are Instagram users doing during those 27 minutes? A big portion of them is checking out business profiles. Is yours one they may want to go to?

16. 62% of people say they have become more excited about a brand or product after seeing it in Stories

When you aren’t utilizing Stories yet, that is one of those Instagram stats that strongly suggests you may want to begin.

17. 11% of U.S. social media users shop on Instagram

Not surprisingly, the top reasons for utilizing Instagram are taking a look at pictures and videos. However, more than one in ten users are utilizing the platform particularly to shop or find new products.

Earlier in the buying cycle, people are utilizing Instagram a lot. Fully 81% of people use Instagram to help research services and products.

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