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Facts: Instagram 2024

Instagram. You know her, you love her… but did you know these 2024 stats?


  • A cross-platform strategy is essential. Only 0.2% of Instagram users are unique to the platform.

  • Loosen up. 64.8% of users look for funny or entertaining content.

  • Your future customers are here. Instagram has over 2 billion monthly active users.

  • People are spending more time on the platform. US adults spend 33 minutes per day on the platform, up 3 minutes from last year.

  • It’s a near-even split. The platform has slightly more male users (51.8%) than female users (48.2%).

  • It’s mostly hip. 60% of the user base is aged between 18 and 34.

  • Ad reach is growing. There is a 12.2% year-over-year increase in ad reach.

  • Feed ads have a higher CTR than Story ads. Feed ad CTR ranges from 0.22% to 0.88%.

  • Spend is on par with other platforms. The average cost-per-click (CPC) is $0.00 – $0.25.

  • Conversion rates are going up. The average conversion rate for top-performing brands was 1%.

  • Story reach is increasing. Brands with under 10k followers experienced a 35% in Story reach rate.

  • Front-load your Stories. Story retention rate starts to dip below 75% after the seventh frame.

  • Are you Reeling yet? Reels see an average reach rate of 30.81%.

  • The gold rush is over. There was a 25% decline in Reels engagement over 2023.

  • Show your stuff. 70% of shoppers look to the platform for their next purchase.


From The Daily Carnage; published by carney, a dynamic digital agency

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