360 Degree Media Group Blog

Did you know? Facts & Figures on Instagram Advertising

Posted by Lauren Jolly on Apr 25, 2016 11:00:00 AM

Instagram is increasingly becoming one of the most widely used and recognised social platforms today. This blog outlines some key facts and figures relates to Instagram users (personal and business), content, engagement and revenue/ads.


Users/Business users

  1. Instagram has over 400 million active users worldwide
  2. Instagram users have shared over 30 billion photos to date
  3. Instagram users share an average of 70 million photos each and every day
  4. 70 percent of Instagram users come from outside of the United States of America
  5. 96 per cent of US fashion brands use Instagram
  6. Business-to-consumer marketers are significantly more likely (60 percent) to increase Instagram activities than Business-to-business marketers (40 percent) this year



  1. The average caption on Instagram is 138 characters long, including hash tags
  2. Open background and single dominant colours return more likes
  3. High lightness generates 24 percent more likes than dark images
  4. A high amount of background space generates 29 percent more likes than those with minimal space
  5. Images featuring blue as the dominant colour generate 24 percent more likes than images that are predominantly red
  6. A single dominant colour generates 17 percent more likes than images with multiple dominant colours.
  7. High levels of texture generate 79 percent more likes
  8. Photos and stills generate 36 percent more likes than videos
  9. Instagram photos with faces get 38 percent more likes



  1. Instagram posts generated a per-follower engagement rate of 4.21 percent
  2. The Instagram app delivered brands 58 times more engagement per follower than Facebook and 120 times more engagement per follower than Twitter
  3. Posts by brands receive on average 216 comments
  4. After a post has been made, 50 percent of comments are posted in the first six hours and 75 percent posted in the first 48 hours
  5. @mentions in captions receive 56% more engagement
  6. On average, posts that include another user handle in the caption receive 56 percent more engagement than those that don’t
  7. Adding a location tag results in 79% higher engagement
  8. Products were the top content types for the top 200 global brands in terms of engagement, at 60 percent



  1. Instagram will bring in $595 million in mobile ad revenues worldwide this year, and $2.81 billion by 2017
  2. Instagram adoption is at 85 per cent among top brands
  3. 52 per cent of marketers planned to increase their use of Instagram in 2015 (up from 42 per cent in 2014)
  4. Marketers investing 40+ hours per week on social media are 42 percent more focused on Instagram than those investing 6 or fewer hours a week

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The 360 Degree Marketing Group is always on top of the latest trends happening in the world of Instagram and social media in general, if you’d like to start reaching your social media objectives Click Here and someone from360dmg will contact you. 

Instagram Advertising Cheat Sheet

Topics: Instagram Advertising, instagram advertising facts, instagram advertisements