Instagram in numbers: 10 key statistics to optimize your social media strategy in 2024
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IN BRIEF
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Instagram is one of the most influential social media platforms, with over 1 billion active users worldwide. In 2024, to maximize your visibility and engagement, it is crucial to rely on concrete data. Discover in this article ten key statistics that will allow you to optimize your strategy on Instagram and adapt your content to the expectations of your audience. Whether you are a small business or a large brand, these insights will give you an undeniable competitive advantage.
Number of active users
Instagram account 1.386 billion monthly active users across the world, including 24 million in France. This immensity of audience makes Instagram an essential platform for businesses seeking to optimize their digital marketing strategy.
Average age of users
Next to 70% of global users are under 34 years old. The majority of users are distributed as follows:
- 18-24 years old: 29.9%
- 25-34 years old: 32%
Engagement rate
THE average engagement rate on Instagram is 2.84%. THE nano-influencers (less than 10,000 followers) have particularly high engagement rates, averaging 5.6%.
Reach of Sponsored Posts
In France, the Instagram ads can reach 24 million people, covering virtually all of the platform's French users.
Time spent on the platform
Users spend on average 30 minutes a day on Instagram. This figure increased significantly with the confinements linked to the Covid-19 pandemic.
Discovery of new products
According to recent data, 81% of users use Instagram to discover new products and services, while 50% of users follow at least one brand.
Recommended posting frequency
Professional accounts should aim for one post per day to maintain a consistent commitment with their audience. The quality and consistency of publications are essential.
Using Stories
Brands publish on average 2.5 Stories per week. With around 500 million people using Stories daily, this format has become a powerful marketing tool.
Using Instagram Explorer
More than 50% of users visit the Explore page each month, finding content tailored to their interests. Optimizing posts to appear in this section can significantly increase reach.
Share of memes
Memes continue to dominate Instagram in terms of popularity. More mention the term "meme", indicating their viral potential.
| Statistical | Value |
| Monthly active users | 1.386 billion |
| French users | 24 million |
| Average engagement rate | 2.84% |
| Engagement rate of nano-influencers | 5.6% |
| Reach of advertisements in France | 24 million |
| Time spent daily | 30 minutes |
| Use to discover products | 81% |
| Publication frequency | 1 post/day |
| Frequency of Stories | 2.5 Stories/week |
| Using Explorer | 50% of users |
FAQs
Instagram currently has 1.386 billion monthly active users.
70% of global Instagram users are under 34 years old.
The average engagement rate is 2.84%.
Users spend an average of 30 minutes per day on Instagram.
Brands publish an average of 2.5 Stories per week.
Source: www.shopify.com
