If you’re thinking about marketing on social media, Instagram’s definitely one of the top networks to be on. After all, it ranks among the most popular social media platforms in the US and in the world

But just how much sales and marketing potential is there on Instagram? This requires answering the question: How many people use Instagram?

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Instagram users statistics

A recent survey on Instagram users’ statistics shows that the number of Instagram users is expected to hit 1.35 billion worldwide in 2023. This refers to internet users who access their Instagram accounts every month, regardless of the device used. 

This figure has been growing in recent years, rising from 1.04 billion in 2020 to 1.21 billion in 2021. Industry experts say the growth in 2021 was significant for Instagram, especially considering the increasing competition from TikTok in the past couple of years. In 2022, the number of Instagram users rose to 1.28 billion.

Looking forward, the number of Instagram users worldwide is set to continue rising. The data shows that it’s predicted to increase by 50 million in 2024, to 1.4 billion. By 2025, analysts expect there to be 1.44 billion Instagram users worldwide.

Instagram user growth

The number of Instagram users in 2023 marks a 5.47% annual increase from 2022. Impressive as this is, it is actually a slowdown from the previous year. In 2022, Instagram’s user growth was slightly faster at 5.79%. The year before, however, its growth rate hit 16.35%, the biggest increase forecasted between 2020 and 2025. 

Even though the number of Instagram users is predicted to continue rising, growth is expected to come at a slower pace. Instagram’s user growth is forecasted to slow slightly in 2024, to 3.7% in 2024, and further to 2.86% in 2025.

From 2020 to 2025, Instagram is expected to increase its number of users by 400 million. This is an increase of 38.46% in just five years. The average annual growth rate in this period is 6.83%.

Given this potential reach, Instagram is certainly one platform all brands should be marketing on. The number of Instagram users aside, it would also help to know what the average engagement rate on Instagram is and Instagram users’ age demographics to help you finetune your strategy.

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