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Instagram marketing - Statistics & facts

With the ever-increasing role social media plays in the world, particular platforms such as Facebook and Instagram have developed into indispensable tools in the area of advertising and marketing. As of January 2020, Instagram ranks second after Facebook in terms of leading social media platforms used by marketers, leaving other social media outlets such as Snapchat, Pinterest, and YouTube behind. The increased importance of Instagram for marketers is not surprising considering that over the last years, the platform, which belongs to the Facebook group, was able to further grow its already large following, with active user numbers increasing from 48.1 billion in 2017 to a projected 99.9 billion in 2020, thus also expanding the marketing potential and reach of Instagram.

With the rise of Instagram and its undeniable popularity among younger generations, in particular 18 to 34-year-olds, another marketing phenomenon emerged – influencer marketing. Instagram influencers are users who have established a trustworthiness and certain aesthetic with their followers and are therefore paid by brands to recommend products or services. The increased importance of these influencers is reflected in the way the influencer market has grown – from 0.8 billion U.S. dollars in 2017 to an estimated 2.3 billion U.S. dollars in 2020. At the same time, the monthly spending increased over the year and peaked in October at 493 million U.S. dollars being spent on Instagram influencer marketing. Considering what the influencer marketing budget was spent on, trends indicate that companies focused more on promotion via sponsored stories rather than sponsored posts on Instagram in 2019.

While influencers are an integral part of marketing on Instagram, brands can also directly communicate with their audience and potential customers. Brands with a following of ten to 50,000 followers, for example, had a reach rate of 5.4 percent in 2019 and posted approximately seven stories per month. However, despite this overall significant impact of Instagram marketing, a survey from 2019 found that a clear majority of 92 percent of respondents had never purchased an item directly through Instagram. This does not necessarily indicate that social media marketing is inefficient but might show a trend that Instagram as a social media network is a useful marketing and influencer tool while not being as popular among users in the function of an actual online shop.
Overall, the importance of Instagram marketing has already increased significantly since the launch of the social network in 2010. Due to the global coronavirus pandemic of 2020 and the correlated boost in social media usage, the social media platform is likely to become even more important to its users as well as for marketing professionals trying to efficiently reach audiences.

Key figures

The most important key figures provide you with a compact summary of the topic of "Instagram marketing " and take you straight to the corresponding statistics.

Marketing use & strategies

Influencer marketing

Brand perspective

Consumer perspective

Rankings

Interesting statistics

In the following 6 chapters, you will quickly find the {amountStatistics} most important statistics relating to "Instagram marketing ".

Instagram marketing and advertising

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
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Instagram marketing - Statistics & facts

With the ever-increasing role social media plays in the world, particular platforms such as Facebook and Instagram have developed into indispensable tools in the area of advertising and marketing. As of January 2020, Instagram ranks second after Facebook in terms of leading social media platforms used by marketers, leaving other social media outlets such as Snapchat, Pinterest, and YouTube behind. The increased importance of Instagram for marketers is not surprising considering that over the last years, the platform, which belongs to the Facebook group, was able to further grow its already large following, with active user numbers increasing from 48.1 billion in 2017 to a projected 99.9 billion in 2020, thus also expanding the marketing potential and reach of Instagram.

With the rise of Instagram and its undeniable popularity among younger generations, in particular 18 to 34-year-olds, another marketing phenomenon emerged – influencer marketing. Instagram influencers are users who have established a trustworthiness and certain aesthetic with their followers and are therefore paid by brands to recommend products or services. The increased importance of these influencers is reflected in the way the influencer market has grown – from 0.8 billion U.S. dollars in 2017 to an estimated 2.3 billion U.S. dollars in 2020. At the same time, the monthly spending increased over the year and peaked in October at 493 million U.S. dollars being spent on Instagram influencer marketing. Considering what the influencer marketing budget was spent on, trends indicate that companies focused more on promotion via sponsored stories rather than sponsored posts on Instagram in 2019.

While influencers are an integral part of marketing on Instagram, brands can also directly communicate with their audience and potential customers. Brands with a following of ten to 50,000 followers, for example, had a reach rate of 5.4 percent in 2019 and posted approximately seven stories per month. However, despite this overall significant impact of Instagram marketing, a survey from 2019 found that a clear majority of 92 percent of respondents had never purchased an item directly through Instagram. This does not necessarily indicate that social media marketing is inefficient but might show a trend that Instagram as a social media network is a useful marketing and influencer tool while not being as popular among users in the function of an actual online shop.
Overall, the importance of Instagram marketing has already increased significantly since the launch of the social network in 2010. Due to the global coronavirus pandemic of 2020 and the correlated boost in social media usage, the social media platform is likely to become even more important to its users as well as for marketing professionals trying to efficiently reach audiences.

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