20 stats about Instagram for businesses

Instagram is a great platform to bring your business to life and tell your story. It’s an eye-catching and engaging platform where you can get creative and show customers behind the scenes of your business.

The first-ever Instagram photo was posted by Kevin Systrom (@kevin) on Jul 16 2010. The network was bought by Facebook on 9 April 2012, for $1 billion and at the time, Instagram had only 30 million users. 

Now 1 billion people use Instagram every month, proving it's a powerful way to reach your customers and tell the story of your business.

Why Instagram is so important for connecting with customers on social media:


  • Over 40 billion photos have been shared and Instagram clocks up 3.5 billion likes every day. (Source: Instagram)


  • At the beginning of 2019 there are an estimated 24 million Instagram users in the UK. This is 42% of the UK's population (Source: Avocado Social)


  • The most-liked photo has 53 million likes. (Source: Sprout Social)


  • Instagram is the second-most downloaded free app in the Apple app store. (Source: Apple)


  • 86% of top brands have Instagram accounts, that’s up from 71% from last year.. (Source: Our Social Times)


  • Over 500 million Instagram accounts are using Instagram Stories every day and ⅓ of the most viewed Instagram Stories are from businesses. (Source: Instagram)

Instagram users


  • 80% of accounts follow a business on Instagram. (Source: Sprout Social)


  • 57% of Instagram users access the site every day. (Source: Pewinternet.org)


  • 39% of people have become more interested in a brand/product after seeing it on Instagram Stories. (Source: Instagram)



  • 60% of Instagram users discover new products on the platform. (Source: Instagram)


  • 47% of people find that Instagram Stories helps them be more authentic in their communication with friends and family. (Source: Instagram)

Instagram and Facebook


  • Instagram is expected to account for nearly a quarter of all of Facebook’s ad revenue by the end of the year. (Source:Sprout Social)


  • Instagram is Facebook’s success story with a huge amount of businesses flocking to the platform. According to Instagram, 80% of users follow a business or a brand so are looking for inspiration. (Source: Avocado Social)


  • The top metric that Instagram has over Facebook is engagement. A social media engagement study reported that brands see a median engagement rate of 0.09% per Facebook post, in comparison to a 1.60% median engagement rate per post on Instagram. (Source: Sprout Social)


  • Images perform better on Instagram than Facebook since that’s what Instagram is primarily used for. (Source: Sprout Social)


  • Some believe that ‘we’re entering an all-new era in the Facebook/Instagram relationship: the era where the child bests the parent’. (Source: Convince and Convert)