Instagram in numbers

Instagram is like that nosy neighbor who knows everything about everyone — but we love it anyway. Between vacation photos, cat videos, and influencers who sell us miracle herbal teas, the app has become a must-have. If you thought you were just going to spend “a few minutes,” you’re already trapped. And what about brands? They just have to reach out to grab our wallets, all gently and with filters!

The scale of Instagram in the digital world

With 2 billion monthly users in 2023, Instagram is one of the most popular social networks in the world. Ranked as the second most downloaded app behind TikTok, Instagram continues to grow. This network, owned by Meta, is positioned as the fourth most used social network overall and the ninth most searched term on Google. In 2023, Instagram.com recorded an average of 6.47 billion monthly visits, with average sessions lasting 8 minutes and 11 seconds. The platform reaches billions of users through its various features.

Usage and engagement: a popular application

Every day, 95 million photos and videos are published on Instagram, demonstrating user engagement. In France, 23.7 million people used Instagram in January 2023, and the majority of Internet users aged 16 to 64 use it at least once a month. Users spend, on average, more than 12 hours per month on the application. On Android, this figure climbs to 15 hours and 50 minutes between July and September 2023. Instagram is the preferred platform of 16.5% of social media users, and 90% of users follow at least one brand on the application.

Advertising and Marketing: A Revenue Machine

Instagram presents itself as a goldmine for digital marketing. In 2023, 62.7% of users use the application to follow or discover brands and products. With nearly 1.65 billion people reachable by advertising on the platform, Instagram represents 44% of Meta’s revenue, with revenue estimated at €54.27 billion in 2023. Reels and Stories advertising continue to expand promotional opportunities for brands, reaching 727 million and 960 million users respectively.

Global influence and iconic figures

Public figures play a key role in Instagram’s popularity. Cristiano Ronaldo and Lionel Messi dominate the platform, with 617.5 million and 493.3 million followers respectively. Other leading figures include Selena Gomez and Kylie Jenner, who help keep Instagram buzzing and attract millions of new users each year.

In short, Instagram is no longer just a social network; it has become a true ecosystem that combines entertainment, business, and influence. Between millions of photos, captivating stories, and targeted advertising, everyone finds something for them, whether they want to share or consume. And if we spend so much time on it, it’s because Instagram knows exactly how to capture our attention… and our purchases, while making it almost enjoyable!