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Instagram videos now drive over 60% of user engagement, with Reels reshared 3.5 billion times daily. Explore the latest stats, trends, and insights on why video content delivers the best ROI and audience growth.

40+ Instagram Video Marketing Statistics and Trends [2025]

Benard Kiplangat

Instagram

Leszek Dudkiewicz

Did you know Instagram has over 2 billion active users monthly?&nbsp;That’s more than 25% of the world’s population scrolling, tapping, and shopping every single month!500 million users engage with Instagram Stories daily, and 70% of them interact with brand content. Whether it’s about binge-watching reels or shopping via shoppable posts (which account for 30% of all purchases), Instagram is where your audience spends its time—and money.What does this mean for marketers?&nbsp;With video posts driving 49% more engagement and 1 million businesses leveraging Instagram ads with impressive success rates, the platform is a playground for creativity, conversions, and ROI.Let’s explore more with the latest data, trends, and tools to help you stay ahead in 2025.<h2>Key takeaways</h2><ul><li>Over 90% of Instagram users follow at least one business.</li><li>50% of Instagram users' time is spent watching reels that makes it a top-performing content format.</li><li>Video posts drive 49% more engagement than static images.</li><li>70% of Instagram users engage with Stories daily that offers brands an interactive way to connect.</li><li>Posts with 11 or more hashtags see up to 70% higher engagement.</li><li>Over 1 million businesses use Instagram ads, with an average engagement rate of 1.08%.</li><li>30% of Instagram purchases are made through shoppable posts.</li><li>99% of users access Instagram via mobile devices. So, mobile-optimized content is not optional, it is a necessity.]</li></ul><h2>General Instagram trends and growth statistics</h2>Are you on Instagram?&nbsp;There is a very high probability that you are!As of April 2024, Instagram has over 500 million daily active users. Talking about monthly users, it has over 2 billion monthly active users.After Facebook and YouTube, Instagram is the third most used social media application.We have listed the top platforms with the most users for your reference below:<img src="https://honest-garden-2954e8e7e9.media.strapiapp.com/top_social_media_platforms_8b1e5d1a70.png" alt="top-social-media-platforms.png" width="1328" height="1210">Also, it is the 5th most visited website globally, after Google, YouTube, Facebook, and Wikipedia.Another fact is that 82% of Instagram users also use Facebook.<h2>Instagram usage statistics</h2>The largest user base of Instagram is in India with over 385.35 million people having an active account.The next in line is the US with 166.15 million users.41.9% of the American population has 143.2 million active users.It is surprising that 90.11% of Instagram’s 1.68 billion active users who are reached with adverts on Instagram are not in the US.Here is the list of top Instagram users by their country:<figure class="table"><table><tbody><tr><td>Country</td><td>Users</td></tr><tr><td>India</td><td>385.35 million</td></tr><tr><td>USA</td><td>166.15 million</td></tr><tr><td>Brazil</td><td>135.05 million</td></tr><tr><td>Indonesia</td><td>99.4 million</td></tr><tr><td>Turkey</td><td>58.45 million</td></tr><tr><td>Japan</td><td>55.5 million</td></tr><tr><td>Mexico</td><td>46.7 million</td></tr><tr><td>Germany</td><td>32.85 million</td></tr><tr><td>UK</td><td>31.9 million</td></tr><tr><td>Italy</td><td>28.45 million</td></tr></tbody></table><figcaption>Source: <a href="https://datareportal.com/reports/digital-2024-july-global-statshot" rel="noopener nofollow">DataReportal</a></figcaption></figure>On average, users spend 33 minutes per day on Instagram. How much time do you spend on Instagram?With 99% of users accessing Instagram via mobile devices, it is now more important than ever to optimize the content for mobile devices.<h2>How much has Instagram grown in the past few years?</h2>From 2020 to 2021, Instagram saw a growth of 170 million users.&nbsp;70 million users grew on the platform from 2021 to 2022.The growth was constant with 70 million users from 2022 to 2023.&nbsp;There was a growth of 50 million users from 2023 to 2024.&nbsp;Comparatively, the growth from 2024 to 2025 has been a little less, with only 40 million users making Instagram accounts.&nbsp;<h2>How are Instagram tools used?</h2><img src="https://honest-garden-2954e8e7e9.media.strapiapp.com/instagram_stories_0fcd7dae5b.png" alt="70% of users engage with stories daily" width="2656" height="1144">What do you do on Instagram usually? Most people scroll through reels.&nbsp;Yes, reels dominate user activity with 50% of users spending most time on the platform scrolling.70% of users accepted that they engage daily with Stories, and 15% swipe up on links, driving website traffic.It is to be noted that Carousel posts see 1.5x more engagement than standard image posts. So, it is ideal for your multi-product showcases.The posts with 11+ hashtags can boost engagement by up to 70%.<h2>Companies spending on Instagram statistics</h2>Statistics suggest that 1 million businesses utilize Instagram ads globally.Instagram ads achieve an average engagement rate of 1.08%, clearly outperforming many other platforms.If you wish to ace the Instagram game- authenticity is the key! 79% of users said that they trust user-generated content over branded content.Shoppable posts account for 30% of purchases made on Instagram.<h2>Instagram demographics statistics</h2><img src="https://honest-garden-2954e8e7e9.media.strapiapp.com/instagram_demographics_98e4808e35.png" alt="Globally, 60% of users aged between 18 to 34 years. are the prime audience for brands" width="2656" height="1414">60% of users aged 18 to 34 make up the prime audience for many brands worldwide.Talking about the US audience, 75% of people aged between 18 and 24 are active Instagram users. Next are the 25-30 year olds with a percentage of 57%.53% of American Instagram users belong to urban areas.Looking at the global data, we found that 47.6% of Instagram users aged above 18 years of age are females and males account for 52.4%.In the US, 55.4% of Instagram users are females while 44.6% are males if we exclude people below 18.<h2>The most followed Instagram brands</h2>Who is the top player in this Insta game?According to the latest statistics, Nike has 305M+ followers on Instagram.It is closely followed by National Geographic with 283M+ followers. People love their stunning visuals and informative content.&nbsp;<h2>The top 10 most followed Instagram accounts</h2>Do you know an interesting fact?-There are 676.41 million followers of Instagram on Instagram.Here is a complete list for you:<ol><li>Instagram – 676.41 million followers</li><li>Cristiano Ronaldo – 638.55 million followers</li><li>Leo Messi – 504.5 million followers</li><li>Selena Gomez – 424.94 million followers</li><li>Kylie – 397.37 million followers</li><li>Dwayne Johnson – 395.96 million followers</li><li>Ariana Grande – 377.21 million followers</li><li>Kim Kardashian – 361.06 million followers</li><li>Beyoncé – 316.73 million followers</li><li>Khloé Kardashian – 307.28 million followers</li></ol>And the #2 is Cristiano Ronaldo with 638.55 million followers.Next is Leo Messi with 504.5 million followers.Other celebs like Selena Gomez and Kylie have also acquired top positions.<h2>FAQs</h2><h3>How many businesses use Instagram?</h3>Over 200 million businesses actively use Instagram to connect with audiences. With more than 90% of users following at least one business, the platform has become a crucial tool for brands looking to engage, build trust, and convert followers into loyal customers.<h3>What content performs best on Instagram?</h3>Videos, particularly Reels and Stories, dominate user engagement on Instagram. Reels alone account for 50% of user activity, while Stories offer a dynamic and interactive way to connect with followers. Carousel posts are also highly effective, generating 1.5x more engagement than static images.<h3>How effective are Instagram ads?</h3>Instagram ads achieve an average engagement rate of 1.08%. Hence is one of the most effective digital advertising options today.<h3>What’s the best time to post on Instagram in 2024?</h3>Posting during lunch hours (11 AM–1 PM) and evenings (7 PM–9 PM) on weekdays yields the highest engagement. Users are advised to go through Instagram insights for audience-specific trends.<h3>How does Instagram Shopping work?</h3>Instagram Shopping allows businesses to tag products directly in posts, Stories, and Reels. Users can view detailed product information, check prices, and make purchases seamlessly without leaving the app, making it a powerful tool for driving e-commerce sales.<h3>How can hashtags improve engagement?</h3>Hashtags are essential for visibility on Instagram. Using 11 or more hashtags in a post can boost engagement by up to 70%, helping your content reach new audiences and improve discoverability. Make sure your hashtags are relevant and specific to your niche for maximum impact.<h3>Is Instagram effective for B2B marketing?</h3>Yes, Instagram is an excellent platform for B2B marketing, especially in industries like tech and design. It allows businesses to showcase thought leadership, client success stories, and behind-the-scenes content, helping build credibility and foster professional relationships.<h2>Conclusion</h2>With 2 billion active users monthly, endless tools like Reels, Stories, and Shopping, and engagement-driving trends such as carousel posts and hashtags, Instagram offers unparalleled opportunities to connect with your audience.From understanding demographics to leveraging shoppable posts and user-generated content, every stat shared here is your roadmap to refining your marketing strategy..The future of Instagram marketing looks bright—now is the time to make your mark!<h2>Sources</h2><ol><li>Statista. <a href="https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/" rel="noopener nofollow">Biggest social media platforms</a></li><li>SemRush. <a href="https://www.semrush.com/website/top/" rel="noopener nofollow">Top visited websites in the world</a></li><li>SocialPilot.<a href="https://www.socialpilot.co/blog/instagram-statistics" rel="noopener nofollow"> Instagram marketing statistics</a></li><li>Backlinko.<a href="https://backlinko.com/instagram-stats" rel="noopener nofollow"> Instagram marketing stats</a></li><li>Hootsuite.<a href="https://blog.hootsuite.com/instagram-statistics/" rel="noopener nofollow"> Instagram statistics for marketers</a></li><li>Startup Bonsai. <a href="https://startupbonsai.com/instagram-statistics/" rel="noopener nofollow">Instagram marketing statistics</a></li><li>Cropink. <a href="https://www.cropink.com/resources" rel="noopener nofollow">Product and ad builder information</a></li><li>Oberlo. <a href="https://www.oberlo.com/blog/instagram-statistics" rel="noopener nofollow">Instagram Shopping trends</a></li><li>Data Reportal.<a href="https://datareportal.com/reports/digital-2024-july-global-statshot" rel="noopener nofollow"> Digital 2024 July Global Statshot Report</a></li><li>Statista.<a href="https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/" rel="noopener nofollow"> Instagram demographics and usage data</a></li><li>DataReportal. <a href="https://datareportal.com/reports/digital-2024-global-overview" rel="noopener nofollow">Global social media report 2024</a></li><li>SimilarWeb. <a href="https://www.similarweb.com/top-websites/instagram.com/" rel="noopener nofollow">Instagram user behavior analysis</a></li><li>Later.com. <a href="https://later.com/blog/instagram-carousel-posts/" rel="noopener nofollow">Carousel posts performance analysis</a></li><li>Sprout Social. <a href="https://sproutsocial.com/insights/instagram-statistics/" rel="noopener nofollow">User-generated content statistics</a></li><li>Buffer. <a href="https://buffer.com/library/best-time-to-post-on-instagram/" rel="noopener nofollow">Best times to post on Instagram</a></li><li>Forbes. <a href="https://www.forbes.com/sites/forbesagencycouncil/2024/01/15/using-instagram-for-b2b-marketing/" rel="noopener nofollow">B2B marketing strategies on Instagram</a></li><li>eMarketer. <a href="https://www.emarketer.com/insights/facebook-advertising-statistics/" rel="noopener nofollow">Guide to Meta. How it became an advertising titan</a></li></ol>

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Instagram’s 2 billion monthly users are more than just scrolling—they’re shopping, engaging, and interacting with brands. From Reels to shoppable posts, explore the latest trends, stats, and strategies to boost your marketing in 2025.

50+ Instagram Marketing Statistics: Is Your Brand Ready for These? [2025]

Manisha Saini

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Instagram Shopping is more than a trend—it’s a powerful sales tool. With 46.8 million U.S. shoppers and 130 million monthly product tag taps, businesses can turn casual browsing into real sales. 

Instagram

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