Instagram statistics for 2022

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It’s important for marketers to know the key statistics of the platforms they want to use for their next marketing campaign. Instagram has grown tremendously over the past few years, but especially in 2021, and as a result it’s very valuable for your brand. Kolsquare offers a rundown of the social media platform’s statistics for 2022.


Recently, in June 2022, Instagram introduced some innovations for creators , mainly focused on video production . After TikTok announced that it was extending the length of videos, Instagram is following suit and now, for example, offers the option of 90-second Instagram Reels . In addition, reels get the interactive stickers that we already know from Instagram Stories and the import of custom audio. If you want to read more about Meta's news, check out the Kolsquare blog.

Instagram boss Adam Mosseri had already highlighted in 2021 that the company's new four key focus areas would be: creators, video, shopping and messaging.

But now let’s take a look at the 2022 statistics that show marketers what to look for when planning campaigns this year. To give you a better overview, the statistics are categorized into three areas : general statistics , user behavior and usage statistics, and finally, content statistics , which include details about Instagram stories.

Instagram General Statistics for 2022
Like a large portion of its users, Instagram is still in its teens, though a lot has changed since the app launched in 2010. Today, what is no longer a “boxy photo-sharing app ,” as Mosseri put it, is among the top social media pla canadian cfo email database tforms where users, influencers , and brands connect.

As Hootsuite reported , with 2.9 billion monthly visitors and 1.3 billion daily active users , Instagram is:

The seventh most visited website in the world,
The fourth most used social platform (after Facebook, YouTube and WhatsApp),
The ninth most searched search term on Google,
The second most downloaded app in the world (in fact, only TikTok surpassed Instagram in downloads in fall 2021),
Last year's fourth quarter was the social network's best since 2014. That's also when Instagram surpassed TikTok again, after all.
Statistics on user behavior and Instagram usage for 2022
It is important to note that 0.1% of users who are active on Instagram also hve accounts on other platforms. 83% use Facebook in this way, while 55% use Twitter. Consequently, your social media or influencer campaign should not be one-size-fits-all, but should be adapted to the specificities of each platform.

The majority of the 1.22b monthly users (62.2%) are between 18 and 34 years old , of which 17.9% are men . In this context, male Generation X is Instagram’s fastest-growing target group, but the number of men aged 55 to 64 has also increased by 63.6%.

Although Generation Z and millennials consequently make up the majority of users, Instagram is not the app of choice for American teenagers, as shown by the Pew Research Center. Furthermore, 5% of children under 11 in the United States use Instagram, even though users must be at least 13 years old to create an account. At the same time, 14% of American adults have never heard of Instagram.