Instagram continues to impact the social digital trends and inherently millions of users and brands are impacted daily. As we get deeper into the year, here are some of the most crucial latest platform stats for marketers, creators, and brands who want to remain relevant and deliver to their potential audience.
To help you stay informed, The Manifest has published a cheat sheet of 26 Instagram stats you should know for 2025. These learnings showcase the platform’s continued user growth, behavior and marketing opportunities — all to help keep you data driven and ahead.
Aggregated Monthly Active Users Exceeding 2.6 Billion
The arms of Instagram extend all around the world. In 2025 it is already home to over 2.6 monthly active users and one of the leader among other social networks. This rise is likely to present more opportunities for businesses to reach a wider spread of people.
81% Of Users Follow A Brand At Least Once
People are not only using Instagram to look at pictures from friends. A massive 81% of users are following a brand. That statistic proves just how strong a freeway Instagram is for brand discovery and customer retention.
Reels Makes Up 30% of Time Spent on the App
Reels, meanwhile, is catching on. In 2025, just Reels alone make up almost 30% of the total time users spend on Instagram. For brands looking to interact with viewers, short-form video is no longer a choice — it’s a necessity.
Influencer Marketing Reaches $2.3 Billion HypeAuditor’s Influencer Price Benchmark Report is a new must-read in the creator economy.
Influencer marketing has grown into a huge industry on Instagram. That amount is estimated to grow to $2.3 billion by 2025, cementing it as one of the leading players in influencer collaborations and brand partnerships.
72% of Consumers Have Made Purchases Through Instagram
Some Instagram shopping is flourishing. Technology Breaking News With shoppable posts and Instagram Checkout, 72 percent of users have bought an item on the app. Brands that provide a clear path to purchase will convert more frequently.
Users Watch More Than 600 Million Stories on Instagram Each Day
Tales are still an integral part of user experience. Instagram Stories are watched by over 600 million users every single day. Featuring interactive elements like polls and quizzes, Stories maintain followers’ attention and make them more likely to interact.
The Average Reels Engagement Rate Is 1.95%
Reels are earning an average engagement rate of 1.95%, a figure far above average image posts. This statistic further adds to the growing evidence that short videos are prevailing over other content formats.
User Demographics Changing And With That Comes A Shift In How Users Are Engaging With The Technology
Instagram is still drawing younger users, even if the demographic does start at middle-school age and then get older. The dominant age group of users by 2025 is 25–34, and coming in second is those of 18–24.
The U.S. Continues to Lead
The United States remains Instagram’s biggest market, with more than 250 million users. India and Brazil are right behind them — an indication of Instagram’s global significance.
Posts that include at least one hashtag generate 12.6% more engagement.
We still need hashtags in 2025. Posts with at least one hashtag have 12.6% more engagement than posts that contain no hashtag.
90% of Audiences View Video Content on a Weekly Basis
Work through the new Instagram algorithm Video content is the new golden ticket as Instagram’s algorithm now favors it. A massive 90% of users watch video content weekly, so it’s a non-negotiable weapon for your content plan.
Carousel Posts Receive the Highest Engagement
The highest-engaging posts on Instagram specifically are carousel posts, averaging 1.65%, as opposed to 1.22% for single image posts. Multiscreen content: Hooked on a feeling The more, the better Multi-image content gives users something to do (keep swiping, my friend, keep swiping).
Peak Time Posting Is 6 PM – 9 PM (Local Time)
The evening remains the top time to engage. The updated times to post are 6 PM to 9 PM as per current statistics based on reach and engagement potential.
Caption Length Is Increasing
The average number of characters in a caption in 2025 has been increased to 405. Now, users are opting for long, story-telling captions, rather than short, vague copy.
Instagram Ads Now Reach More Than 1.8 Billion People
Your Instagram ads have the potential to reach a huge audience. The platform has 1.8 billion people not considering reach ads, and continues to perform well for those with scalable ad budgets.
Branded Content Labels Uproot Secrecy
Transparency drives trust. Grow your audience’s interest in partners: Posts that utilize Instagram’s Branded Content feature have a 7% higher engagement rate, indicating your audience appreciates transparency around partnerships.
59% of Marketers Will Boost Instagram Budgets
Marketers are still focusing on Instagram. 59 percent say they will increase their ad budgets on the platform in 2025, with a focus on Stories and Reels.
Users Interact With Business Profiles Once a Week, Only One-Third Members of the Audience.
Business profiles are not only static pages. Users engage with a brand’s profile 35% of the time every week regardless of clicks, likes, or messages.
Gen Z Drives Trend Adoption
Gen Z is still in charge of Instagram’s trends. They impact platform features — the music options on Reels, filter trends — so they are an important demographic to monitor.
AI-based Recommendations Drive Greater Content Discovery
Instagram’s AI currently fuels more than 40% of what people see. This change led to better discoverability for creators and more time spent on the app.
And Another Thing: User-Generated Content Adds Trust
Posts with UGC receive 4.5% more engagement. Brands able to feature real customer images and testimonials will gain even more trust.
In-App Messaging: A Conversion MachineDOMContentLoadedInChildren In-App Messaging is a Conversion PowerhouseTo simply put, in-app messaging is key to product led growth.
Instagram DMs are a conversation starter for conversions now. Companies that use DMs for customer service see up to 30% increase in their conversion rates.
43% of Instagram Users Use Instagram to Research Products
Instagram is a crucial research tool. 43% of Instagram users engage with the platform to look at services, products, and brand reviews before making buying decisions.
Instagram Live Is Booming in Engagements
Live isn’t as cool as it once was, but it still draws strong viewership. Brands that have activated Instagram Live sustained a 28% higher audience retention rate.
Saved Posts Are the New Like
Engagement is evolving. Users are increasingly saving posts in place of liking them. Saved posts grew 18% over the year that ended in 2025, in fact.
Sharing for Eco-Friendly Brands Increases
The younger generation react powerfully to sustainability. Posts from eco-conscious brands are 21 per cent more shareable, says the platform, suggesting an increasing environmental consciousness among users.
Final Thought
Any one of the 26 Instagram stats you need to know in 2025 indicates a change in user behavior, content trends or the way businesses approach marketing on the platform. Using these findings to your advantage will help you maximize your Instagram account, build a stronger relationship with your followers and in the end, grow your brand.
From the takeover of Reels and influencer marketing to the shifting role of shopping and messaging, Instagram is not just a photo-sharing app. It is a lively marketing world. It’s time to get smarter about strategy, with data that counts.
FAQs
Why do marketers need to know about these Instagram stats in 2025?
Instagram statistics show user trends and how they interact with content, and this can help marketers develop their strategy to drive more engagement and better ROI.
What’s the most significant Instagram stat in 2025?
Reels’ share of the app’s time spent was notably high at 30%. It underscores the rising dominance of video.
What is the optimal posting frequency for businesses on Instagram in 2025?
The idea is that brands should be posting 3–5 times a week with a variety of Reels, Stories and carousels to receive the most engagement.
Can you still use hashtags on Instagram in 2025?
Well, including at least one hashtag can boost engagement by 12%+, so they’re still very much worthwhile indeed.
What are some more tidbits, like 26 Instagram stats you need to know for 2025, that you’ve come across?
Trustworthy sources for providing this figure are the official Instagram blog, industry reports and social media management platforms such as Hootsuite and Sprout Social.