Instagram Statisticsmore stats

Instagram facts and statistics that may influence your marketing strategy for 2022.

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  • —Post type

    Video posts on Instagram bring in by far the most likes and comments.

  • —Using hashtags

    Using hashtags increases the engagement rate of Instagram posts.

  • —Instagram Tags

    Tagging other Instagram accounts is good for engagement. The more accounts you tag, the higher the engagement rate on Instagram.

1. Instagram statistics

The average Instagram engagement rate last year was 5.86%, or 460.06 engagements per post.

Most popular Instagram hashtags are #love and #photography.

Most engaging hashtags on Instagram are #Bar, #team07, #GoPro.

Including a caption of any length in your Instagram posts will greatly increase engagement.

Including at least one emoji in your Instagram posts helps boost engagement.

Long captions (over 2,000 characters) perform just as well as short ones in terms of Instagram engagement.


  • Average Instagram engagement rate


  • Most popular Instagram hashtags


  • Most engaging hashtag


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2. Instagram statistics

65.26% of Instagram accounts now have over 1,000 followers.

19.63% of Instagram accounts now have over 10,000 followers.

7.12% of Instagram accounts now have over 50,000 followers.

4.44% of Instagram accounts now have over 100,000 followers.

1.12% of Instagram accounts now have over 500,000 followers.

0.59% of Instagram accounts now have over 1,000,000 followers.


  • Instagram accounts with > 1,000 followers


  • Instagram accounts with > 10,000 followers


  • Instagram accounts with > 50,000 followers


  • Instagram accounts with > 100,000 followers


  • Instagram accounts with > 500,000 followers


  • Instagram accounts with > 1,000,000 followers


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3. Instagram statistics

The top 8 biggest brands on Instagram are focused on sports, travel, space, and nature.

The top 50 biggest Instagram accounts in the world are made up of 41 celebrities and only 9 brands, including Instagram itself.

Travel and nature content, from accounts like @natgeo, @nasa, and @voyagers, became hugely popular on Instagram this year.

Most-followed business categories on Instagram in North America and the UK are Publishers and Content & Apps.

Most followed brands on Instagram

  • 1.

    National Geographic

  • 2.


  • 3.

    Real Madrid CF

  • 4.

    FC Barcelona

  • 5.

    UEFA Champions League

  • 6.


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4. Instagram statistics

The most followed Instagram account is @Instagram.

The most followed person on Instagram is Cristiano Ronaldo.

The majority of Instagram users are in the Americas (49.4%) and Europe (28.7%).

The most Instagram posts come from the United States, followed by Brazil.

The most posted-from city is Los Angeles.

The best time to post on Instagram is between 6pm and 9pm.

The best day of the week to post on Instagram is Sunday. Download full report (60 pages)


  • Most followed Instagram account


  • Most followed person on Instagram

    Cristiano Ronaldo

  • The best time to post on Instagram

    between 6pm and 9pm

  • The best day to post on Instagram


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Instagram Statistics