Instagram Marketing Statistics
Do you remember when Instagram was for sharing those iPhone holiday pics?
Back in 2010, when Instagram was launched, few could have imagined that the platform would become a major marketing powerhouse for Shopify brands.
Yet, one glance at the Instagram marketing statistics for 2022 tells us that it has evolved into one of the most important marketing channels for store owners.
By displaying high-quality images and videos, brands have quickly been able to differentiate themselves and win hordes of followers by looking great and engaging their audience.
Making a strong visual impact is very good for business and the Instagram marketing statistics that follow tell their own story of success.
If you’re planning to implement an Instagram marketing strategy for Shopify in the year ahead, it’s a good idea to take note of some of the following numbers…
Instagram statistics: Just how big a deal is Instagram?
So, where does Instagram sit in the pantheon of websites out there and, in particular, the world of social media?
Instagram is the seventh most visited website in the world based on total website traffic, with 2.9 billion total visits per month.
Instagram is also the fourth most-used social platform based on daily active global users — after Facebook, YouTube and WhatsApp. Facebook (Meta) owns Instagram and WhatsApp, of course, so world domination can’t be too far away.
With 1.5 billion daily active global users, Instagram currently leaves the likes of TikTok, Twitter, Pinterest and Snapchat (four of its main competitors) for dust.
In terms of mobile downloads, Instagram is also still the second most-downloaded app in the world after TikTok. That’s not bad considering the platform is 12 years old now.
Instagram user statistics: Who’s engaging with Instagram?
The largest age group to engage with Instagram is 18- to 34-year-olds. This group accounts for around 60 percent of the entire Instagram audience.
That said, the fastest growing audience in 2021was 55-to-64-year-olds, so moms, pops and grandparents are not to be ignored when it comes to Instagram marketing. It’s not just the Gen Z-ers who flock to the platform daily.
Instagram is blocked in China so it may not surprise you to learn that the highest number of Instagram users in any one country is in India, which boasts 201 million users compared with 157 million in the U.S. and 114 million in Brazil.
Like with most social media platforms, Instagram marketing grew around the world during the pandemic, with a 17 percent growth in users in Western Europe in 2020.
In the U.S., about half of Hispanic and Black Americans say that they use Instagram, compared with around 35 percent of White Americans.
When you’re considering your Instagram marketing strategy, knowing who your main target audiences are and where they are located is crucial to pitching the right content. Fortunately, such Instagram marketing statistics are relatively easy to come by.
Instagram statistics: How is your audience engaging with Instagram?
59% of U.S. adult Instagram users log in daily to the platform, with 38 percent of daily visitors logging in multiple times per day.
Adult Instagram users engaged with the app for almost 30 minutes per day in 2020, during the pandemic.
People largely take to Instagram for entertainment rather than news or practical information. The platform is dominated by visual content so looking good is important. But it’s not just static images anymore.
Video posts account for around 16-17 percent of all Instagram posts and as well as checking out newsfeeds, users watch Instagram Stories, Livestreams and Reels, all of which keep them on the platform for longer. 9 out of 10 users watch Instagram videos weekly (more about Instagram Stories below).
If you can create engaging videos and visual content to accommodate your audience preferences, you’ll keep potential customers on your Instagram feed rather than a competitor’s.
Most users log in through the mobile app but don’t neglect those who use desktops or laptops — those numbers are also high. So, make sure your images and videos look the part on any device, though you can only upload content from mobile.
Instagram business statistics
Over the years, Instagram has managed to quietly transform into a business marketing and shopping powerhouse while retaining its general appeal.
Unlike a few years ago, the platform now actively promotes its range of business tools, promising business owners the opportunity to “grow your community and deepen your connection with current and future customers.”
If you’re in any doubt about the potential value of Instagram marketing to your business, the following Instagram business statistics should convince you:
- There are over 200 million Instagram business accounts that people visit every day
- 9 out of every 10 Instagram users follow at least one business
- 50 percent of Instagram users use the platform to discover new brands
- 2 out of every 3 users say the network helps foster meaningful interactions with brands
- The average Instagram business account grows its number of followers by 1.69 percent each month
- Almost half of Instagram users surveyed by Facebook in Nov 2020 used the platform weekly to shop
- Instagram ads are growing at a quicker rate than Facebook Ads, offering advanced targeting and engaging ad formats
If you’re wondering how often you’ll need to create posts, the average business account currently posts 1.6 times a day — and remember, mixing content up with video as well as static images works best.
Which other types of posts work well for business? Well, 57 percent of people report that polls and quiz posts are particular favorites. This is worth bearing in mind when you’re developing your Instagram marketing content strategy because audience engagement is the key to success on Instagram.
The average engagement on Instagram business account posts is only about 0.83 percent so you should be aiming for higher than that. By posting the type of content that audiences reportedly prefer, you can achieve that.
Instagram Stories are not to be ignored if you’re hoping to make a splash with Instagram marketing.
50 percent of Instagram users say they’ve visited a website to purchase a product or service after seeing it in Stories.
Even back in 2019, Instagram reported that 500 million accounts accessed Stories daily. This number has continued to grow as businesses have adopted Stories as a marketing vehicle, helping them advertise and promote their products.
It seems to be working. 58 percent of users claim that they’re more interested in a brand after seeing it in Story format and 45 percent of those surveyed prefer Stories for generating awareness of new trends.
Other interesting Instagram Stories statistics include:
- 4 million businesses use Stories ads every month
- Stories ads generate a quarter of Instagram’s ad revenues
- Brand Stories have a high completion rate of 86 percent, suggesting excellent engagement levels
Instagram marketing success stories
A couple of Instagram marketing success stories include:
- The Bombas sock company ran video ads in Instagram Stories and saw a 2.4-times higher conversion rate.
- Chameleon Cold Brew saw a 3.3-times increase in brand awareness when running a video ad in Instagram Stories with an interactive polling sticker plus call-to-action copy.
Ready to power up your Shopify business with Instagram marketing?
The above Instagram marketing statistics highlight the huge potential of the platform for ecommerce businesses.
In the last few years, the prospects for increasing engagement with businesses and growing sales through Instagram have skyrocketed. If you’re not yet using Instagram as a marketing channel, you should be asking yourself why not?
It’s not too late to get started…