The digital landscape rapidly evolves, Instagram is defining the way businesses interact with customers. Now, as we officially enter 2025, it’s a more potent force than ever for marketers. If you are a brand strategist, content marketer or small business owner, staying ahead of the game is important. This article rounds up 30 Instagram stats that marketers need to know in 2025, to enable making the right choices and to build successful campaigns. 30 Instagram Stats Every Marketer should know about Instagram stats and facts.
The MAUs? Oh, Only 2.5+ Billion!
Instagram has reached a new milestone, now with more than 2.5 billion monthly active users around the world. This rapid expansion has made it one of the leading digital marketing platforms out there.
70% of users follow at least one business account.
No longer are people using Instagram just for selfies and travel shots. Approximately 70% of users follow a business, suggesting that a high . level of brand engagement is a key part of the platform’s ecosystem.
And 35% of all engagement with a brand on Instagram is topically related to Stories.
Tales still sell fantastically well. They are, in fact, also responsible for 35% of engagement in general, so they are an essential part of all but the simplest of social media plans.
60% of People Find New Products on Instagram
One of Instagram’s strengths, and one of the factors that appears so far to be setting it apart from other shopping experiences, is product discovery. Roughly 60% of users say they’ve discovered new products or services using the app, providing plenty of opportunities for marketers.
Reels Engagement is up 65% Year-Over-Year
Reels are the gold standard marketing of the future. Marketers should focus on short-form video content, as engagement with this content has risen 65% year-over-year.
Sponsored Posts Are a $12 Billion a Year Industry
The world of influencer marketing is a billion-dollar industry. Instagram earns $12 billion in yearly revenue from sponsored posts alone.
Average Engagement Rate: 1.22%
While engagement has dipped slightly from previous years, the average engagement rate remains about 1.22%, which is still better than many other platforms.
81% of Instagram Users Engage with Video Content At Least Once a Day
Video content dominates. 81% of users watch video at least once a week, emphasizing the value of multimedia strategies.
Carousel Images Beat Single Images
Carousel posts get more engagement than single-image content, especially when they include clear CTAs.
Instagram Ads Can Now Be Seen by 1.8 Billion Users
Instagram ads have already gained worldwide reach, now reaching up to 1.8 billion people world-wide and providing marketers with a massive audience.
Very Few Users Click on Video Ads 90% of them Interact With These Ads
Instagram video ad has seen a 90% interaction rate, being one of the most successful ad mediums in 2025.
Instagram 45% users shop weekly on Instagram
Buying on Instagram is not a trend — it’s a reality. 45% are shopping through the app every week – demonstrating its value as an e-commerce platform.
78% of Gen Z Logs in to Instagram Every Day
Gen Z dominates Instagram. An impressive 78% are active daily on the platform, ideal for any trend-faring, juvenile campaign.
60% of B2C brands choose Instagram first.
When it comes to B2C marketing, Instagram is the leader of the pack. Nearly 60% of B2C companies name it as the number one social media platform in 2025.
IGTV Has Declined by 30%
In spite of the early hype, IGTV usage has decreased in use by 30%, showing a transition toward Reels and Stories.
72% Of Instagram Users Want Vertical Video
Vertical video is king. Roughly 72 percent of users say they want to see this format from ads and organic.
Hashtags Raise Engagement by 12.6%.
8- Posts with appropriate hashtags are more discoverable and receive 12.6% more engagement on average.
88% Of Advertisers Are Running Instagram Influencer Campaigns
Instagram is still the preferred platform of choice when it comes to influencer partnerships, with 88% of marketers using the site to work with influencers.
Emoji Posts Receive 47% More Engagement
An emoji can be worth a thousand words. Content with emojis sees 47% more engagement than posts without them.
Every 2nd Caption Features At Least 1 Hashtag
Captions matter. Now, about half of all captions include hashtags to help make the content more discoverable.
59% of Marketers Believe Instagram Gives Best Return On Investment
Instagram is a moneymaking machine. A respectable 59% of marketers believe the platform to be the best in terms of return on investment as far as social media channels go.
Product views: 40% make a purchase after viewing a product
Almost 40% of consumers purchase (or consider purchasing) a product they first saw on IG, which reinforces just how influential the channel can be when it comes to closing sales.
More Than 200 Million Instagrammers Visit a Business Profile Every Day
There are more than 200 million Instagram users visiting at least one business profile daily, and that number is poised to go up.
Stories With Interactive Stickers Boost Engagement 35%
Studies show that polls, quizzes, and question stickers will help you increase story engagement by more than 35% — so adding them to your arsenal tools makes a lot of sense.
68% of PageFans Are From 18-34 years old
Its main demographic is still young, with 68% ranging 18-34, making it good for brands going after millennial and Gen Z purchasers.
Location-Tagged Posts Receive 79% Higher Engagement
Location tagging matters. Posts with a location tag receive 79 percent more engagement than those without.
2025: 55% of Marketers Plan to Spend More on Instagram
Over half of digital marketers are looking to grow their Instagram ad budgets this year to capitalize on increased engagement.
Use of Instagram Live was up 48%
Instagram Live is back, with 48 percent more usage, particularly among creators and brands debuting new products.
Its Use By Other Brands Is Widening, Too 62% of brands leverage user-generated content
Now, brands are more community-focused. 62% utilize user-generated content (UGC) for trust building and to drive engagement.
35% of people on Were are following brands due to promotions
Lastly, about 35% of consumers will follow a brand for promotions, so discounts campaigns are optimal.
Final Thought
Being aware of these 30 Instagram stats marketers need to know in 2025 can transform your digital strategy. Every metric tells where a user’s attention is, for what content people get the value most. From users’ behavior to the performance of ads, these stats offer you a roadmap to develop campaigns that provide some actual value as opposed to annoyances.
Whether you’re putting work into video reels, spending money on influencer collaborations or debuting a product on Instagram Live, data provides feedback on what resonates. In an increasingly competitive market, these numbers are far from just numbers—they are your potential edge.
In the year 2025, the future victorious marketers will be those that are able to coordinate content strategies with these changes. Don’t just post — post with a purpose. Leverage these takeaways to make smarter, go further, and convert better.
FAQs
You are what you measure on Instagram What are the key Instagram stats for marketers in 2025?
Highlights include Instagram’s user base of 2.5 billion, a 65% increase in Reels engagement, and 60% of users finding products via the platform.
Why do marketers care about statistics on Instagram?
These numbers make it possible for marketers to know how users behave on the app, polish their content strategies, and gain higher returns from Instagram marketing.
What’s Instagram’s most engaging feature in 2025?
Reels lead engagement most of all, with Stories and carousel posts following.
Is Instagram still viable for influencer marketing in 2025?
Yes, Instagram is still the leading platform for brand partnerships, channelling 88% of marketers for influencer campaigns.
What are some creative ways that businesses can leverage these Instagram stats?
Through prioritizing top performing content type i.e Reels, using hashtags, and using run interactive stories, you can ensure more visibility and engagement for your business.