Try our business solution for free!

Instagram marketing and advertising - statistics & facts

Instagram has come a long way since its early days. In just over a decade, the app has not only expanded its square-shaped photo format but also grown its global user base at an impressive pace. Today, Instagram ranks among the five largest social networks worldwide, with more than 1.4 billion users browsing the app each day. Instagram’s marketing spend skyrocketed in 2021, and given the platform’s massive online impact and reach, it comes as no surprise that other companies are also leveraging the app for marketing purposes more skillfully than ever.

Instagram marketing at a glance

Instagram is the most popular social media platform used by marketers outside of Facebook. Nearly 80 percent of marketing professionals integrated the photo and video sharing app into their digital marketing campaigns in 2021. Marketers flock to the app primarily because of its large global user base that spans audiences across many generations. While Instagram is arguably no longer as popular among teens as Snapchat or TikTok, brands can still reach millions of young online users and market their brand to tech-savvy audiences who look for shopping inspiration on their social media feeds. Another selling point is that Instagram offers a variety of marketing formats, audience insights, targeting, and performance tracking options for companies of all sizes. By creating a free business account on Instagram, brands can promote themselves via photo and video posts, Stories, Reels, an integrated shopping tab, and other features. They can directly communicate with customers and receive feedback at the click of a button while staying up to date with the latest trends and developments in their respective industries. This bouquet of marketing opportunities helps explain why over 60 percent of marketers plan to increase Instagram use in the future.

The blueprint for influencer marketing

While the history of influencer marketing predates social media, Instagram has undoubtedly taken the concept of tastemakers to a new level. No other social media platform has boosted the influencer marketing phenomenon as vividly as Instagram, with thousands of brands tapping into the appeal and followings of the app’s most recognizable faces each day. In 2020, Instagram was voted the leading platform for influencer marketing by the lion’s share of industry professionals. That same year, the global Instagram influencer market size grew to surpass two billion U.S. dollars. What makes influencer marketing on Instagram so appealing is not only the app’s thriving influencer community but also the variety of features these creators can use to promote a business. Influencers frequently launch giveaways, offer their followers personalized promo codes, or even take over a company’s Instagram account for a day. While sponsored posts by mega-influencers can cost thousands of dollars, many brands decide to work with nano- and micro-influencers who cater to niche audiences and boast the highest engagement rates on the platform.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Valentina Dencheva, Jan 6, 2023

Key insights

Social media ad spend worldwide
187bn USD
Marketing budget of Instagram
390m USD
Number of Instagram users worldwide
2bn
Get more insights

Company Insights Top 100 advertising & marketing companies

Add-On
Top 100 advertising & marketing companies
View complete top 100 ranking

Editor’s Picks Current statistics on this topic

Leading social media platforms used by marketers worldwide as of January 2022

Online marketing

Social media platforms used by marketers worldwide 2022

Leading platforms for influencer marketing worldwide as of January 2020

Online marketing

Leading platforms for influencer marketing worldwide 2020

Average price per post of Instagram influencers worldwide in 2021, by number of followers (in U.S. dollars)

Online marketing

Average price per post of Instagram influencers worldwide 2021, by followers

Related topics

Recommended

5

Recommended statistics

Overview

5

Overview

Usage

8

Usage

Metrics

5

Metrics

Successful brands

4

Successful brands

Competitors

4

Competitors

Influencers

6

Influencers

Audience

6

Audience

Reports & StudiesGet the best reports to understand your industry

Influencer marketing worldwide
Influencer marketing worldwide
Online advertising metrics
Online advertising metrics
Coronavirus: impact on social media usage worldwide
Coronavirus: impact on social media usage worldwide
Influencer marketing in the United States
Influencer marketing in the United States
Social media marketing in the United States
Social media marketing in the United States

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Client Support Specialist– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
support.japan@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Associate Director - LAC– Contact (Latin America)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu