Instagram Business Statistics You Need to Know

Raj Vardhman
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Updated · May 19, 2023

Raj Vardhman

Chief Strategist | Joined January 2023 |

Raj Vardhman is a tech expert and the Chief Strategist at, where he leads the research-... | See full bio


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There are 1.35 billion users on Instagram as of January 2023, making it the 4th most active social media platform. Other than socialization, the app is used as a shopping platform. 62% of people said they become more interested in a brand after seeing an IG story

This data illustrates how Instagram evolved from a mere photo-content app into a social commerce app with useful algorithm tools to boost businesses

Keep reading to know more about how the Instagram app caters to business owners. 

Editor’s Choice

  • 200 million users of Instagram visit one business profile daily.
  • Instagram ads can reach 849.3 million users.
  • ⅓ of most viewed Instagram Stories are from business accounts. 
  • 93% of luxury fashion brands' interactions are from Instagram. 
  • 79% of brands use an Influencer marketing strategy on Instagram.
  • 1.11% engagement for business accounts with less than 10,000 followers. 
  • Real-life content gains interaction from 52% of Instagram users.
  • 675.3 million people reach on Instagram advertisement reel.

How Many Instagram Business Accounts Are There

200 million Instagram users use the app for their businesses. With Instagram's business profile, advertisers or brands could reach billions of target consumers. 

The app has four key areas: creators, social commerce, messaging, and video. Advertisers can use all these facets for their business expansion. 

If you are an advertiser, check out these statistics to learn more about businesses on Instagram.

Instagram Business Accounts Usage Statistics

A report shows 95 million photos and videos are posted daily on Instagram. This statistic shows the high engagement of users with photo and video posts. 

The high engagement rate from users of Instagram can be a great advantage for marketers. If you’re a business owner that wants to explore the Instagram business, these statistics are for you.

1. 200 million users of Instagram visit one business profile daily.

(Startup Bonsai)

Businesses should note that millions of users are visiting business profiles daily. This means that one active user visits each business profile every day. 

Suppose your brand wants to conduct a brand awareness campaign. In that case, you should make a business profile on Instagram and create content targeted at your desired consumers.

2. Instagram ads can reach 849.3 million users.

(Startup Bonsai)

The Instagram app claimed that its ads can reach almost 850 million users. Most of this ad audience is female, accounting for 52% of the total reach and the remaining for the male audience. 

Brands that cater to female products and services can take note of this data. Businesses can use this for their subsequent social media marketing campaigns. 

3. ⅓ of most viewed Instagram Stories are from business accounts. 


Business accounts are also gaining traction with their usage of Instagram stories. This feature of Instagram allows brands to create urgency with its 24-hour content availability. It also allows brands to create real-time videos which consumers like. 

Some brands also utilize influencer marketing campaigns to promote their products. 55.4% of these influencers also use Instagram stories for their sponsored campaigns. 

4. More than 130 million users tap on shopping posts. 

(Startup Bonsai)

Instagram posts by business accounts are also gaining attention. Over 130 million users admit that they tap on shopping posts from Instagram. 

Shoppable posts make it easier for consumers to immediately avail what they see on Instagram. This makes shopping uncomplicated for consumers since they don’t have to leave the interface to purchase a product. 

Demographics of Instagram Business Accounts

The billion people using Instagram is a good take-off point for brands to discover new audiences and increase sales. More industries have expanded their presence on Instagram by including users as part of their brands, such as user-generated content. 

The following data will showcase the demographics of these business accounts. 

5. The fashion industry is considered the top 1 industry using Instagram.


Besides magazines and billboards, Instagram also became a source of fashion inspiration. Any trends on Instagram quickly create a bandwagon effect. 

According to data, 50% of Instagram users engage and follow fashion accounts found in the app. This allows consumers to discover new products on Instagram, buy them, or even find outfit inspiration. 

6. 93% of luxury fashion brands' interactions are from Instagram. 


Luxury fashion brands have outstandingly leveraged the use of Instagram. Their content and engagement strategy created 93% of total consumer interaction. 

If you are working on a luxury brand, take advantage of these high engagements on Instagram. This can help boost your brand's presence and sales. 

7. 79% of brands use an Influencer marketing strategy on Instagram.

(Earthweb, Startup Bonsai)

Earthweb says almost 80% of brands use influencer marketing strategies to advertise. They use influencers to partner with their Instagram ads. The percentage accounted for influencers in a marketing campaign for each brand are as follows:

  • Luxury brands: 91%
  • Sports clothing brands: 84%
  • Beauty brands: 83% 

8. Business accounts with 10,000 followers, or less have 1.11% engagement.


As an advertiser, it pays to know how many followers you have to target. For an account to succeed, businesses must aim to have more than 10,000 followers for higher engagement rates. 

9. Real-life content gains interaction from 52% of Instagram users.

(Embed Social)

More than half of Instagram consumers will likely engage more with real-life content than photoshopped photos or images. Behind-the-scenes videos and lives where products are used will likely gain more traction. 

As a marketer, explore non-traditional video formats to make ads personal. This will likely increase audience engagement.

Instagram has already developed other features that allow users to upload different content. It has stories, lives, an Instagram shop, messages, video content, and short-form videos called “reels.” For IG stories, more than 500 million Instagram users post daily. 

This information is vital for advertisers to know what content to serve their target consumers.

Here are the statistics to help advertisers differentiate what content works best:

10. 67% of total Instagram users interact with Story link/swipe up.

(Embed Social)

Active users of Instagram are more interested in stories that include links. The swipe-up feature gives an excellent call to action for consumers to be redirected to a brand’s website or product page. 

Advertisers must take note of including links when posting Instagram stories. They only have a few seconds to catch the attention of their target consumers and persuade them to click on the link. 

It is also noteworthy to ensure that accounts must have more than 10,000 followers for the link feature to be available.

11. 18% more comments for in-feed videos than photo posts.

(Embed Social)

Videos on Instagram are the most engaging content, with 24.25 comments and 1097.9 likes per content. The second most engaging content is carousel posts. 

This data suggests that marketers must focus on posting carousels and in-feed videos while interacting with their consumers in the comment section. Asking questions, suggestions and answering their queries help build trust between the brand and the customers.  

12. 80% of the audience prefers watching a live stream to reading a blog post. 


Instagram Live is gaining increased attention from Instagram users. A well-thought-of content plan for IG Live can help brands connect with their target customers. 

This also adds to the realness of the content, as uploading real-time content makes consumers feel they are included. 

13. 675.3 million people reach on Instagram advertisement reel. 

(Demand Sage)

Reels are a promising feature in Instagram for marketers to use. With 2 billion monthly active users, Instagram claims to have a potential ad reach of over 675 million. This audience is massive, and marketers can use this to promote their products.

Final Thoughts

Instagram has always been the go-to platform for brands who want to use an influencer marketing strategy. With its vast user base, businesses can use it for brand awareness, not to mention the app has also established its mark in trend-setting. For marketers to keep their brand relevant, use varied content on Instagram and create a community for their consumers. Instagram can be a business ally when used effectively.


What stats can you see on business Instagram?

You can learn about your account’s followers and performance at Instagram Insights. Audience engagement insights can also be measured regarding specific posts, stories, videos, live streams, and videos. Paid activity can also be measured. 

How do I get business insights on Instagram?

You need a creator or business account to view your profile’s performance insights. 

Do 90% of Instagram users follow a business?

Yes, 90% of users follow at least one business account on Instagram.

Is there Instagram analytics for a business account?

Yes. Once you’ve created a creator or business account, analytics will be available to measure your profile’s performance.


Raj Vardhman

Raj Vardhman

Raj Vardhman is a tech expert and the Chief Strategist at, where he leads the research-driven analysis and testing of various technology products and services. Raj has extensive tech industry experience and contributed to various software, cybersecurity, and artificial intelligence publications. With his insights and expertise in emerging technologies, Raj aims to help businesses and individuals make informed decisions regarding utilizing technology. When he's not working, he enjoys reading about the latest tech advancements and spending time with his family.

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