Instagram brand profile U.S. 2023

How high is the brand awareness of Instagram in the United States?
When it comes to social media users, brand awareness of Instagram is at 93% in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Instagram in the United States?
In total, 53% of U.S. social media users say they like Instagram.

What is the usage share of Instagram in the United States?
All in all, 53% of social media users in the United States use Instagram.

How loyal are the users of Instagram?
Around 48% of social media users in the United States say they are likely to use Instagram again.

What's the buzz around Instagram in the United States?
In May and June 2023, about 37% of U.S. social media users had heard about Instagram in the media, on social media, or in advertising over the past four weeks.

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Instagram brand awareness, usage, popularity, loyalty, and buzz among social media users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

2,149 respondents

Age group

18 to 64 years

Special properties

respondents who use social media

Method of interview

Online survey

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to social media, which of the following brands do you like?"
Brand usage: "When it comes to social media, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to social media, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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