Instagram - Statistics & Facts

Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with a selection of digital filters. As of June 2013, Instagram also started to offer video sharing. The service was initially released as an iOS app but is now also available for other mobile systems as well as online. As of September 2017, the social network reported more than 800 million monthly active users worldwide. The current Instagram penetration rate among internet users in the United States is 32 percent with the number of Instagram users in the United States projected to surpass 95 million users in 2020.


Overall, Instagram benefits from a strong social integration as users are easily able to share their content to a variety of social networks such as Facebook, Twitter, Flickr and Tumblr. Overall, Instagram is one of the most popular mobile social apps worldwide with high levels of user engagement.

Many users follow celebrities on Instagram to gain a glimpse into their glamorous lives, following a similar usage pattern to microblogging service Twitter. The most-followed celebrities on Instagram include Taylor Swift, Kim Kardashian and Beyoncé. The possibilities of online self-expression and the display of wealth through photographs are attractive features of the visual medium and lend themselves to celebrity endorsements of products and services. Overall, this situation lends itself extremely well to social commerce via social media marketing. Fashion and luxury brands have specially taken to Instagram marketing - as of February 2017, French fashion house Chanel has over 18 million followers on the social platform, followed by Louis Vuitton and Dior. Despite the huge audience of fashion brands, beauty brands actually command the majority of brand posts and interactions. Overall, the majority of Instagram brand posts are images, with video only accounting for a small share of brand content.

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Instagram - Important statistics

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