10 Instagram Statistics You Can’t Ignore in 2018

Ri Web

Since it launched in 2010, Instagram has muscled its way to the top of the social media food chain, humbly nabbing its first million users in just 3 months!

The photo and video content sharing superstar is undoubtedly now one of the biggest players amongst rivals Twitter, LinkedIn and even their owners, Facebook.

Fast forward to 2018 and Instagram has celebrated passing the 800 million user mark with more than 600 million of those users active daily.

These figures take Instagram to the top spot save only for Facebook.

Savvy online marketeers know that Instagram is a Mecca for advertising and brand development where they can reach a very large number people at a low cost.

Marketing on Instagram is replicable and scalable. Businesses can achieve measurable results in sales, leads and branding.   You might also like our latest Instagram article – How to beat the Instagram algorithm in 2018.   Be warned though, success on this platform is not guaranteed. Rapid rates of growth mean that Instagram is in a constant state of change so it’s vital that you stay on top the of trends that will influence marketing.

Grasping the numbers behind it will ensure you position yourself and promote your brand in the best way possible, giving you the best chance for success.

Want to skyrocket your online marketing?

Want to become Instagram famous?

Then you’ve come to the right place.

We’ve compiled the TOP 10 most essential Instagram statistics for 2018 that you simply cannot ignore!   



32% of adult internet users access Instagram


If anyone tells you that Instagram is only for young teenagers, here’s what they don’t know:

Instagram is used by a lot of adults.

Over a third of 18-35 year olds who use the internet at all, access the app, and what’s more, 10% of Instagram’s user-base are over 35.

With figures at the 800 million users mark, that’s rather a lot of over 35s, as in, 80 million a lot.   



32% of teenagers think Instagram is the most important social media platform


Not targeting the over 35s?

For those gearing their marketing towards younger adults and teenagers then your ears should be fully pricked.

Simply, today’s teenagers are tomorrow’s adults, soon to become the largest demographic of consumers.

This is good news for Instagram advertisers, confirming the platform’s continued popularity and growth.

It also stresses that if you’re not already tapping into the ‘Insta’ world, you might be falling behind.

Instagram is set to dominate over all other social media. Young adults of today will set the tone for the future and carry this momentum forward.   

Posts tagging a location or another user will achieve considerably higher engagement rates – 79% & 56% respectively


Here’s a functional tip for drilling down into the inner workings of Instagram. A lot of businesses haven’t quite grasped the importance of increasing the visibility of their posts with tags.

It’s really, really important.

The same applies to hashtags. (Fun fact for the dinner table: the proper name for the hashtag symbol is octothorpe).

Just one of these will generate a 12.6% increase in engagement rate with research showing that 11 is the optimum number to use, despite the permitted 30.  [vc_row][vc_column][vc_empty_space height=”45px”] The Grey Fox Blog, whose Instagram is embedded below, is an influencer who appeals to the older demographic on Instagram. His large audience size suggests this demo can be found and is engaging on the platform.

Dad style? Does it exist? How can it be avoided? How to dress well as an older man. On the blog today. Link in profile. Here I wear boots by @anatomicco – image taken at a recent photoshoot. #greystyle #menstyle #mensfashion #thesearchforstyle #denim #dadstyle #styleblogger #olderman

A post shared by David Evans (@greyfoxblog) on


51% of Instagram users access it daily & 35% say they look at it several times a day


Instagram has created an experience that is rapid, instant and constant. The content, whether photos, live video streams or comments, is consumed quickly and conveniently.

In this way, the app lends itself to a very efficient and satisfying user experience.

Marketers can rest easy knowing their content is more likely to be engaged with the more that users dip back into the platform.


In a single month last year,  >120 million users visited a website, called, emailed, asked for directions, or sent a direct message in order to learn about a business they had seen on Instagram


Business advertising works on Instagram. The engagement rates and user growth is only increasing.

Instagram is the lead generation tool that will channel and guide your target audience towards your website, products and services.

Even better is that the platform allows businesses to track and measure outflows of traffic from the app to their website.   [vc_row][vc_column width=”1/6″][/vc_column][vc_column width=”2/3″]Instagram boasts 15 million registered businesses & 50% of users say they follow at least one business


It’s no secret that Instagram is the new playground for digital marketers, and, if anyone were to say it doesn’t work, then 15 million businesses would say otherwise.

Perhaps even more comforting is that users know advertising is rife on the platform and yet, they still engage with brands they enjoy, respect and admire.

The expectation is that people don’t like to be sold to, but the numbers say otherwise, or, at least, it doesn’t deter engagement.

Due to the stylised nature of most advertising content on Instagram, users will actively seek out their favourite brands to keep up-to-date on the latest and greatest.

And with that, brands lock-in a loyal following.   

60% of users say that they have learned about a product or service on the platform


Through the use of well-crafted video content advertisers can promote their wares in more diverse ways.

Moving beyond just pictures and text creates unlimited possibility for showcasing design, introducing services and educating users on products.

An informed user is much more likely to make a purchase.   



200 million Instagrammers actively visit the profile of a business every day


If you weren’t already convinced that Instagram is the digital marketer’s paradise, then you should be now!

The fear of customers fleeing as soon as they see ‘£’ signs or ‘buy here’ ought to be dispelled by these statistics.

Business engagement is huge and most engagement is active, not passive. Nowadays businesses are increasingly focussed on creating a personality for their brand.

This resonates better with users and means the content is more engaging and sought after.

You see, the majority of Instagrammers are conscious of marketing and product placement, yet they’re not put-off by it. Businesses are commanding the attention of the digital-age consumer by stepping into their circle and producing high quality, engaging content.   

Influencers are charging up to $100,000 for a sponsored post


Users commanding a huge follower-base in their own right can earn equally huge amounts of money through promoting brands or products for a fee.

Sponsored adverts by ‘influencers’ (users with many followers) allow retailers to tap into the trust and loyal following enjoyed by these influencers to promote their products.

For instagrammers with the largest number of followers, some businesses will pay a very pretty penny!

However you do it, appreciating the nuances of user engagement and behaviour will help you to develop a relevant and targeted campaign. [vc_empty_space height=”45px”] Micro-Influencer Marketing was highlighted as one of the hottest digital marketing trends of 2018 in Ri Web’s Ultimate Guide by a number of experts.

Influencers can make a lot of money through sponsored posting on Instagram but some, such as Louise Thompson (pictured below), have been criticised for excessively posting sponsored content without highlighting the fact it is advertising.


Hydrating ? ! After another cheeky home workout using the @sweat app. Have followed @kayla_itsines for years so cool to be a part of her fitness family ??#sweat #sweat12wc #chosenprogram #bbgstronger

A post shared by Louise Thompson (@louise.thompson) on


Instagram is set to earn $15billion in mobile revenue from adverts in 2018


Influencers aside, Instagram offers a range of advertising options to businesses.

It’s safe to say that the revenue they make speaks volumes about the return on investment they generate for advertisers. It’s working so businesses are paying.

2018 is set to be their biggest year with an eye-watering $15 billion!

If you’ve been pondering whether Instagram is the platform for your business then you could do far worse than to trial a campaign for the new year.

The golden rule for marketing on social media? Measure, measure, measure!

Record what does and what doesn’t work and don’t be afraid to try something a little different.   

Bonus Statistic (for reading all the way to the end)


We couldn’t let you go without spreading some more happiness so thought we’d let you know that the most used emoji on Instagram is the heart emoji  <3

With so much love going around on the platform, make 2018 an Instagram year.  [vc_row_inner][vc_column_inner width=”1/6″][/vc_column_inner][vc_column_inner width=”2/3″]