In 2024, the average Instagram post from an account with under 500 followers reached around 6,500 Instagram users, up from 1,405 in 2023. Huge accounts, with over 50,001 followers reach an average of 49,932 thousand users in 2024, down from 56,191 users in 2023.

In 2024, Carousels on Instagram generated more engagement from users than single images, Reels, and Reels from the feed. Overall, the engagement rate of Carousels stood at 10.15 percent in 2024, compared to 7.36 percent for images.

Access detailed insights with our Instagram datasets, featuring follower counts, verified status, account types, and engagement scores. Explore post information including URLs, descriptions, hashtags, comments, likes, media, posting dates, locations, and reel URLs. Perfect for understanding user engagement and content trends to drive informed decisions and optimize your social media strategies. Over 750M records available Price starts at $250/100K records Data formats are available in JSON, NDJSON, CSV, XLSX and Parquet. 100% ethical and compliant data collection Included datapoints:

Account Fbid Id Followers Posts Count Is Business Account Is Professional Account Is Verified Avg Engagement External Url Biography Business Category Name Category Name Post Hashtags Following Posts Profile Image Link Profile URL Profile Name Highlights Count Highlights Full Name Is Private Bio Hashtags URL Is Joined Recently And much more

As of March 2024, small accounts on Instagram, accounts with between 501 and 2,000 followers, reached 230 people per post. Additionally, stories from small accounts reached 113 people on average, and reels reached approximately 956 Instagram users.

According to a study conducted between 2023 and 2024, Instagram posts from accounts with between 10,001 and 50,000 followers reached an average of 2,909 Instagram users. Overall, stories reached 642 Instagram users, and reels reached 9,649 users.

Instagram data-download example dataset

In this repository you can find a data-set consisting of 11 personal Instagram archives, or Data-Download Packages (DDPs).

How the data was generated

These Instagram accounts were all new and generated by a group of researchers who were interested to figure out in detail the structure and variety in structure of these Instagram DDPs. The participants user the Instagram account extensively for approximately a week. The participants also intensively communicated with each other so that the data can be used as an example of a network.

The data was primarily generated to evaluate the performance of de-identification software. Therefore, the text in the DDPs particularly contain many randomly chosen (Dutch) first names, phone numbers, e-mail addresses and URLS. In addition, the images in the DDPs contain many faces and text as well. The DDPs contain faces and text (usernames) of third parties. However, only content of so-called `professional accounts' are shared, such as accounts of famous individuals or institutions who self-consciously and actively seek publicity, and these sources are easily publicly available. Furthermore, the DDPs do not contain sensitive personal data of these individuals.

Obtaining your Instagram DDP

After using the Instagram accounts intensively for approximately a week, the participants requested their personal Instagram DDPs by using the following steps. You can follow these steps yourself if you are interested in your personal Instagram DDP.

1. Go to www.instagram.com and log in
2. Click on your profile picture, go to Settings and Privacy and Security
3. Scroll to Data download and click Request download
4. Enter your email adress and click Next
5. Enter your password and click Request download

Instagram then delivered the data in a compressed zip folder with the format username_YYYYMMDD.zip (i.e., Instagram handle and date of download) to the participant, and the participants shared these DDPs with us.

Data cleaning

To comply with the Instagram user agreement, participants shared their full name, phone number and e-mail address. In addition, Instagram logged the i.p. addresses the participant used during their active period on Instagram. After colleting the DDPs, we manually replaced such information with random replacements such that the DDps shared here do not contain any personal data of the participants.

How this data-set can be used

This data-set was generated with the intention to evaluate the performance of the de-identification software. We invite other researchers to use this data-set for example to investigate what type of data can be found in Instagram DDPs or to investigate the structure of Instagram DDPs. The packages can also be used for example data-analyses, although no substantive research questions can be answered using this data as the data does not reflect how research subjects behave `in the wild'.

Authors

The data collection is executed by Laura Boeschoten, Ruben van den Goorbergh and Daniel Oberski of Utrecht University. For questions, please contact l.boeschoten@uu.nl.

Acknowledgments

The researchers would like to thank everyone who participated in this data-generation project.

Introduction

Instagram Engagement Statistics: According to the most recent statistics on Instagram engagement, the average engagement rate for all categories of posts made by business accounts stands at 0.56%. This figure evaluates the total likes and comments a post garners and contrasts it with the follower count of the account at the time of posting.

In simpler terms, this average engagement rate indicates that for every 10,000 followers an Instagram business account possesses, approximately 56 of them engage by either commenting on a post, liking it, or doing both. The majority of Instagram marketing professionals concur that a favorable engagement rate falls between 1% and 5%; however, as the follower count increases, achieving this rate becomes more challenging.

In 2025, the environment has changed considerably, with new formats, content styles, and tiers of creators shaping the definition of success. Micro and nano influencers are surpassing celebrities in terms of interaction metrics, while Reels continue to excel beyond static posts.

As of March 2024, Instagram posts from accounts with between 2,001 to 10,000 followers reached an average of 742.81 users. Overall, medium accounts' stories reached 244.77 users, while reels reached 3,248 Instagram users.

In 2024, the average Reel on Instagram generated over 15,000 views and 805 likes. Overall, in 2024, the average Instagram Reel received 25.72 comments and 82.04 saves.

Data from my own Instagram account @Osamaex that I obtained by requesting insights from Instagram.com The data shows likes and comments on each photo I posted on my Instagram.

Use our Instagram Hashtags dataset (public data) to extract insights by filtering hashtags, follower counts, account type, or engagement metrics. Depending on your needs, you can purchase the full dataset or a customized subset. Popular use cases include trend analysis, brand monitoring, hashtag optimization, and influencer marketing. The dataset includes key data points such as hashtags, engagement scores, associated posts, locations, account types (business/non-business), and much more.

Context

The amount of personal information unwillingly exposed by users on online social networks is staggering, as shown in recent research. Moreover, recent reports indicate that these networks are infested with tens of millions of fake users profiles, which may jeopardize the users’ security and privacy.

How was the data collected?

I've created an account in Instagram, Then i bought 700 fake users. After that, the account privacy changed to private to prevent new user to follow the page. At least i run c# web scraper for collecting all 700 accounts data. So this "Instagram fake accounts dataset" only contain fake users and there is no reason to be anonymous. Some of the accounts are private and some others are public.

As of March 2024, huge Instagram accounts, accounts which had over 50,001 followers, saw posts reach over 45,000 Instagram users. Additionally, stories and reels of huge accounts reached 5,100 and 67,973 people, respectively.

1) Data Introduction • The Instagram Multi-Class Fake Account Dataset (IMFAD) contains four account types: physical, spam, fraud, and bot accounts, making it suitable for multi-class classification tasks.

2) Data Utilization (1) Instagram Multi-Class Fake Account Dataset (IMFAD) has characteristics that: • It was created as part of a fake Instagram account detection research project. • All data has been anonymized and refined to be made public safely. (2) Instagram Multi-Class Fake Account Dataset (IMFAD) can be used to: • Machine Learning Model Study: Helps students, researchers, and developers build models for fake account detection.

In 2024, Instagram reels from accounts with over 50,001 followers reached over 67,000 Instagram users, down from approximately 73,000 users in 2023. Reels from accounts with between 10,001 and 50,000 followers reached around 9,650 people in 2024.

The InstaFake Dataset is comprised of anonymized Instagram user data collected by Fatih Cagatay Akyon and Esat Kalfaoglu over the second half of 2018. We’re releasing this dataset publicly to aid the research community in making advancements in machine learning based social media analysis.

IntroductionSocial media influencers focussing on beauty, fashion, and fitness topics (BFFI) are important opinion leaders on Instagram. Nevertheless, they are criticized for their potential negative influence on their followers' physical and mental health due to their potentially biased self-presentation. Previous research has mainly focused on followers' perceptions of influencers' self-presentation, leaving a gap regarding the influencers' views.MethodThe present survey included 26 female BFFIs from Germany (18–35 years old), with 16 self-reported micro-influencers (10,000–100,000 followers) and ten macro-influencers (>100,000 followers), representing (semi-)professionals in this domain. 17 influencers saw their main focus in the field of fitness, 16 in fashion, and 13 in beauty. The survey included demographic information, open-ended questions, established and self-developed rating scales, and a social desirability assessment to examine the BFFIs' perceptions of their goals, self-presentation, and role model function. Quantitative data was examined via inter-correlation matrix and ANOVA, and qualitative data was analyzed via an established approach for qualitative content analysis.ResultsInfluencers pursue mostly self-realization (50% of participants gave at least one related answer) and commercial goals (50%). While they generally perceive their self-presentation as authentic (84.6%) and positive (76.9%), they still see room for improvement in content creation (61.5%) and self-presentation (30.8%). Fear of negative feedback, absence of positivity and motivation, wrong cooperation partners (30.8% each) and insecurity (23.1%), among others, may lead to a less authentic self-presentation and use of picture editing. The tendency toward socially desirable responses (impression management) is negatively connected to the reported frequency of image editing tools used and attempts to appear authentic. Influencers reported several examples of responsible and irresponsible behaviors and strategies to avoid negative effects on their followers. The type of influencer (micro or macro level) showed a significant effect on the importance attributed to one's own role as an influencer.DiscussionThe complex findings suggest potential conflicts between the influencers' goals and the expectations of followers and cooperation partners. Influencers find themselves in a dual role as users and producers. This results in concrete behavioral challenges for them, but also in implications for established theories of media use.

In 2024, Instagram Reels reached the most users on Instagram, with brand content published in this format accounting for 37.87 percent of reach. Carousels made up just over a quarter of all reach on the platform, and images accounted for 17.21 percent.

In 2021, there were 1.21 billion monthly active users of Meta's Instagram, making up over 28 percent of the world's internet users. By 2025, it has been forecast that there will be 1.44 billion monthly active users of the social media platform, which would account for 31.2 percent of global internet users.

How popular is Instagram?

Instagram, as of January 2022, was the fourth most popular social media platform in the world in terms of user numbers. YouTube and WhatsApp ranked in second and third place, respectively, whilst Facebook remained the most popular, with almost three billion monthly active users worldwide.

India had the largest number of Instagram users as of January 2022, with a total of over 230 million users in the country. The second-largest Instagram audience could be found in the United States, with almost 160 million people subscribing to the photo and video sharing app.

Gen Z and Instagram

As of September 2021, Gen Z users in the United States spent an average of five hours per week on Instagram. Although Instagram ranked third in terms of hours per week spent on the platform, Gen Z users spent considerably more time on TikTok, amounting to a weekly average of over 10 hours being spent on the mobile-first video app.

Most followed accounts on Instagram

As of May 2022, Instagram’s own account had 504.37 million followers. In terms of celebrities, Portuguese footballer Cristiano Ronaldo (@chistiano) had over 440.41 million followers on the social network. Moreover, the average media value of an Instagram post by Ronaldo was over 985,000 U.S. dollars.

The most liked post on Instagram as of May 2022 was Photo of an Egg, which was posted in 2019 by the account @world_record_egg. Photo of an Egg has not only exceeded 55 million likes on the platform, but it also has nearly 3.5 million comments, and the account itself has over 4.5 million Instagram followers. After mysterious posts published by the account, World Record Egg revealed itself as part of a mental health campaign aimed at the difficulties and demands of using social media.

As of February 2025, India had a total of 413.85 million Instagram users, the largest Instagram audience in the world. The United States had 171.7 million users, and Brazil had 140.7 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Kazakhstan is the leading country for Instagram audience reach, with 86.2 percent of the population using the social media service. Turkey came in second, with a penetration rate of 85.5 percent and Uruguay ranked third, with 87.1 percent, followed closely by the UAE, Brazil, and Bahrain. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.