Instagram reached 3 billion monthly active users in Q3 2025, confirmed by Meta CEO Mark Zuckerberg. The platform now hosts over 350 million business accounts, generated $66.9 billion in ad revenue during 2024, and projects $75 billion for 2026. With 1.91 billion people reachable through its ad network and a $4.12 average return on influencer spend, Instagram’s commercial layer is expanding at a pace that outstrips its user growth.
Instagram Business Statistics: Key Numbers for 2026
- Instagram has 3 billion monthly active users as of Q3 2025.
- Over 350 million business accounts operate on the platform, up 17% year-over-year.
- Ad revenue reached $66.9 billion in 2024 and is projected to hit $75 billion in 2026.
- Reels deliver a 2.7% engagement rate, the highest of any Instagram content format.
- 46.8 million US consumers shop on Instagram, with 130 million monthly shopping-tag interactions globally.
Instagram Business Account Growth (2024–2026)
Business accounts on Instagram grew 17% year-over-year to pass 350 million. About 65% of those accounts belong to small businesses — freelancers, local shops, and direct-to-consumer brands rather than large enterprises. Buffer reported that Instagram channel connections on its platform nearly doubled between 2022 and 2025, climbing from 657,000 to 1.28 million, a 94.7% increase.
Instagram now ranks as the third most-used social platform globally, behind Facebook and YouTube. Lifetime app downloads stand at 3.8 billion.
| Metric | Figure |
|---|---|
| Monthly active users | 3 billion |
| Business accounts | 350+ million |
| YoY business account growth | 17% |
| Small business share | ~65% |
| Global rank by active users | 3rd |
| Lifetime app downloads | 3.8 billion |
Instagram Business Revenue and Advertising Data
Instagram ad revenue went from $66.9 billion in 2024 to an estimated $67 billion in 2025. Projections for 2026 land at $75 billion. The platform accounts for over 40% of Meta’s total revenue, a figure that has climbed every year since 2020. By 2026, Instagram is expected to represent 53.1% of Meta’s US ad revenue.
Among social platforms, Instagram’s ad revenue trails only Facebook. In the wider digital advertising market, it ranks fourth — behind Google, Facebook, and Amazon. Ad reach grew 13.1% between 2024 and 2025, now covering 1.91 billion people. The average cost per click in the US sits at $1.42, and Reels ads show a 1.25% click-through rate.
Instagram Business Engagement by Content Format
Reels lead all formats with a 2.7% engagement rate and a 30.81% average reach rate. Carousels follow at 2.4%, making them the top-performing static format for product walkthroughs and educational posts. Standard videos land at 2.2% — roughly 21% lower than Reels on engagement.
Stories maintain a 70% completion rate. Among users under 35, 75% interact with Stories daily. Brands that use Reels report 55% higher conversion rates compared to those sticking with other formats. The average user spends 33 minutes per day on Instagram, with Reels consuming 39% of that time.
Instagram Shopping and eCommerce Statistics
Shopping-tag interactions hit 130 million per month. The checkout conversion rate is 2.7%, with an average order value of $65. In the US alone, 46.8 million people shop on Instagram. About 44% of users say they discover new products on the platform, and 29% have made a purchase directly through it.
Gen Z drives a large portion of this activity. Among US Gen Z consumers, 46.1% browse or buy products on Instagram each month — a rate 22.3% higher than other age groups. Businesses that tag products in feed posts see an average 37% sales increase over those that don’t. Around 40.1% of Instagram shoppers spend more than $200 per year on the platform.
Instagram Influencer Marketing Statistics for Businesses
The average return is $4.12 for every $1 spent on Instagram influencer campaigns. That ROI explains why 94% of marketers consider the platform critical for influencer work, with 68% actively running campaigns. US influencer marketing spend on Instagram hit $2.2 billion in 2024.
Nano-influencers — accounts with 1,000 to 10,000 followers — make up 75.9% of all influencers on the platform. They generate engagement rates between 2.71% and 4.3%, often outperforming larger accounts on a cost-per-post basis. The average nano-influencer post costs about $10. Meanwhile, 66% of brands now use AI tools to improve influencer selection and campaign results.
Instagram Business User Demographics by Age
Adults aged 18 to 34 account for 62.3% of Instagram’s user base. The split between 18–24 (31.3%) and 25–34 (31.0%) is nearly even. Including users under 18, over 70% of the total user base is younger than 35.
The 35–44 segment holds 16.4%, and 45–54 accounts for 13.5%. Both groups have grown steadily since 2018, a trend worth noting for businesses targeting older consumers. India remains the largest market at 392.5 million users, followed by the US at 172.6 million and Brazil at 141.4 million. A cross-platform detail: only 0.2% of Instagram users are exclusive to the platform. Most also use Facebook (80.3%), YouTube (76.9%), and TikTok (54.3%).
Top Instagram Markets by Users
| Country | Users (millions) |
|---|---|
| India | 392.5 |
| United States | 172.6 |
| Brazil | 141.4 |
FAQ
How many businesses use Instagram in 2026?
Over 350 million business accounts are active on Instagram, with roughly 65% belonging to small businesses. That figure grew 17% year-over-year.
How much ad revenue does Instagram generate?
Instagram generated $66.9 billion in ad revenue during 2024. Projections for 2026 place that number at $75 billion, accounting for over half of Meta’s US ad revenue.
What is the best content format for Instagram engagement?
Reels produce the highest engagement at 2.7%, followed by carousels at 2.4%. Brands using Reels report 55% higher conversion rates than those relying on other formats.
How many people shop on Instagram?
In the US, 46.8 million people shop on Instagram. Globally, there are 130 million monthly shopping-tag interactions with a 2.7% checkout conversion rate.
What is the ROI of Instagram influencer marketing?
Brands earn an average of $4.12 for every $1 spent on Instagram influencer campaigns. Nano-influencers (1K–10K followers) deliver the strongest engagement at 2.71%–4.3%.