According to the forecast, Instagram's advertising revenue would reach around 71 billion U.S. dollars by the end of 2024. In 2022, the ad spend of the social media platform stood at 51.1 billion U.S. dollars.

In 2023, Instagram was projected to generate an estimated 23 billion U.S. dollars in revenue in the United States. The photo sharing app’s revenue is set increase to 29 billion U.S. dollars in 2025. Instagram as Facebook revenue driver Initially released in 2010 and quickly acquired by Facebook in 2012 for one billion U.S. dollars, Instagram has been in the public eye since its early days. Instagram’s monthly active users grew from a mere 90 million in January 2013 to over two billion MAU in December 2021 and the platform not showing any signs of slowing down. Apart from ongoing user growth, Instagram is also one of the most popular social media platforms used by marketers worldwide, second only to Facebook. Despite the rapid growth of Instagram under Facebook’s ownership and cross-platform promotion, not everything has been smooth sailing under the blue flag. In September 2018, founders Kevin Systrom and Mike Krieger announced their resignation amidst reports of culture and product clashes between Instagram and its parent company. Facebook was quick to appoint a new CEO, and under former Facebook News Feed product manager Adam Mosseri the social network has been trying to make the most of Instagram’s ad potential. In late June 2019, Instagram launched ads in its Explore section. The platform already allowed ads in the regular feed and Stories.

Meta Platforms, formerly known as Facebook Inc., continues to dominate the digital landscape with impressive financial growth. In 2024, the company's annual revenue reached a staggering 164.5 billion U.S. dollars, marking a significant increase from 134.9 billion U.S. dollars in the previous year. This upward trajectory reflects Meta's ability to monetize its vast user base across multiple platforms, solidifying its position as a tech giant. Advertising remains the primary revenue driver The bulk of Meta's revenue stems from its advertising operations, particularly within its Family of Apps segment. In 2024, this segment, which includes Facebook, Instagram, Messenger, and WhatsApp, generated 162 billion U.S. dollars. Despite a slight dip in 2022, Meta's advertising revenue has shown remarkable resilience and growth potential. User engagement and global reach The company's global influence is further illustrated by the fact that every minute, 138.9 million Reels are played on Facebook and Instagram, showcasing the ongoing evolution of user engagement within the Meta ecosystem.

Facebook probably needs no introduction; nonetheless, here is a quick history of the company. The world’s biggest and most-famous social network was launched by Mark Zuckerberg while he was a...

In 2023, around *** trillion South Korean won were spent on internet advertising seen on computers. This represents a slight increase from the previous year. Spending was forecast to increase over the next two years. Spending on online advertisements has simultaneously been growing, and has shown no signs of slowing down. In 2023, most of this spending was for mobile ads. YouTube’s advertising dominance YouTube dominates the online advertising space in South Korea, with a potential advertising reach of around ** million people as of January 2024, far surpassing other social media platforms. This was followed by Instagram, showing a trend favoring video and image-based social media platforms over more traditionally text-based ones. While the preference for YouTube and Instagram is reflected in spending on online video ads, such types of ads came second in terms of overall spending on different online ad formats. The rise of influencer advertising A 2023 survey found that over ** percent of respondents had purchased influencer-endorsed products, with YouTubers being the most common type of influencer people bought products from. This further aligns with the platform’s overall success as a social media marketing medium. While spending on influencer advertising was low overall in South Korea, the fact that entertainment value was the main driver for clicking on social media ads in 2023 is a useful foundation for the potential expansion of the influencer sector.

In 2024, social video platform Instagram had the highest advertising revenue per user in the United States, with an estimated 16.74 U.S. dollars in estimated monthly revenues. Instagram's ad revenue per user was projected to experience a growth of nine percent by 2026, surpassing 20 U.S. dollars per user. In comparison, Snapchat was estimated to have ad revenue of less than two dollars per user. TikTok, which is still subjected to a possible ban by January 2025 in the United States, was projected to have ad revenues of almost eight U.S. dollars per user in 2024.

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

Introduction

Surprising Instagram Marketing Statistics: Instagram has solidified its position as a pivotal platform for digital marketing, boasting over 2.4 billion monthly active users globally as of 2024. India leads with approximately 362.9 million users, followed by the United States with around 158.4 million. The platform's visual-centric features, including Stories and Reels, have significantly contributed to its widespread adoption. Notably, over 400 million users engage with Instagram Stories daily

In terms of advertising, Instagram's influence is substantial. Brands are projected to invest over USD 10 billion in Instagram ads in 2024. This surge is attributed to the platform's high engagement rates and its ability to connect businesses with a diverse audience. Furthermore, Instagram is anticipated to generate more than half of Meta Platforms' advertising revenue in the U.S. by 2025, driven by improved monetization strategies and the growing popularity of short-form videos like Reels.

User engagement on Instagram remains robust. U.S. adults spend an average of 33.1 minutes per day on the platform, reflecting its integral role in daily digital consumption. Additionally, 60% of users discover new products through Instagram, underscoring its effectiveness as a tool for brand discovery and consumer influence.

Given these Instagram Marketing statistics, Instagram continues to be an essential platform for businesses aiming to enhance their online presence and engage with a global audience.

Between May 9 and July 14, 2024, cost-per-mille (CPM) on Facebook and Instagram in the United Kingdom (UK) oscilated between 4.35 U.S. dollars and 9.82 U.S. dollars. UK to emerge as third largest market As of 2022, the UK was the third largest market globally - behind the United States and China - for social media advertising. By the end of 2023, the industry is expected to generate approximately 14 billion U.S. dollars. Furthermore, the United Kingdom and Germany were two European markets to be featured in the top five within the industry globally. Mobile advertising takes the lead Annual revenue growth has also been forecast for the industry until 2027. The average revenue generated per internet user for social media ads in the UK was recorded at nearly 223 U.S. dollars in 2022. By 2027, this is expected to reach approximately 265 U.S. dollars. Most of this will be generated through mobile advertising, which is forecast to make up a significantly larger share of advertising each year over desktop.

In 2024, the advertising revenue of social video platform TikTok in the United States was estimated to be of approximately nine billion U.S. dollars. Instagram, which positions itself as a video-first platform, was estimated to have generated 30 billion U.S. dollars in advertising revenues in 2024. In comparison, Snapchat saw no estimated growth in ad revenue from 2021, maintaining its projected revenues of two billion U.S. dollars in 2024.

Instagram’s most popular post

              As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.
              After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use.

              Instagram’s most popular accounts

              As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each.

              Instagram influencers

              In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post.

              Instagram around the globe

              Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.

Instagram Checkout Enablement Market Outlook

According to our latest research, the global Instagram Checkout Enablement market size reached USD 2.17 billion in 2024, exhibiting robust expansion driven by the rapid adoption of social commerce solutions. The market is projected to grow at a healthy CAGR of 21.4% from 2025 to 2033, reaching a forecasted value of USD 14.95 billion by 2033. The primary growth factor fueling this surge is the increasing integration of seamless, in-app purchasing experiences within Instagram, which is reshaping how consumers discover and buy products directly from their favorite brands and influencers.

The exponential growth of the Instagram Checkout Enablement market is primarily attributed to the evolving consumer behavior towards mobile-first shopping. As users increasingly spend more time on social media platforms, Instagram has emerged as a powerful channel for brands to engage directly with their target audiences. The introduction of Instagram Checkout has revolutionized the customer journey by allowing users to complete purchases without leaving the app. This frictionless experience not only improves conversion rates but also enhances customer satisfaction. Brands are leveraging this feature to build stronger relationships with consumers, facilitate impulse buying, and reduce cart abandonment, all of which are significant factors contributing to the market’s expansion.

Another key driver of growth in the Instagram Checkout Enablement market is the proliferation of influencer marketing and user-generated content. Influencers play a pivotal role in shaping purchasing decisions, especially among Millennials and Gen Z consumers, who prioritize authenticity and social proof. By enabling checkout directly within posts and stories, Instagram has empowered influencers and creators to monetize their reach more effectively. This synergy between content and commerce is fostering a vibrant ecosystem where brands, influencers, and consumers interact seamlessly. Moreover, advanced analytics and targeting tools provided by Instagram allow businesses to optimize their campaigns, ensuring higher ROI and sustained growth in the adoption of checkout enablement solutions.

The rapid advancement of technology and increasing investment in digital transformation among retailers and direct-to-consumer brands are further propelling the Instagram Checkout Enablement market. Enterprises are deploying sophisticated software solutions and services to integrate Instagram Checkout with their existing e-commerce infrastructure. The rise of artificial intelligence, machine learning, and automation in personalizing shopping experiences is also playing a crucial role. Additionally, partnerships between Instagram and e-commerce platforms like Shopify and BigCommerce have simplified onboarding for businesses of all sizes, accelerating market penetration. The demand for scalable and secure checkout enablement solutions is expected to remain strong as businesses seek to capitalize on the growing trend of social commerce.

From a regional perspective, North America continues to dominate the Instagram Checkout Enablement market, accounting for the largest revenue share in 2024. This is driven by a high concentration of tech-savvy consumers, mature digital infrastructure, and early adoption of social commerce solutions by brands. However, Asia Pacific is witnessing the fastest growth, fueled by the expanding digital economy, increasing smartphone penetration, and a burgeoning middle-class population. Europe also represents a significant market, characterized by strong e-commerce activity and a growing preference for omnichannel shopping experiences. Latin America and the Middle East & Africa are emerging as promising markets, supported by rising social media usage and digital payment adoption, although they currently contribute a smaller share to the global market.

Component Analysis

The Instagram Checkout Enablement market is segmented by component into software and services, each playing a pivotal role in driving adoption and enhancing the overall user experience. The software segment encompasses a wide range of solutions, including checkout integration tools, payment gateways, analytics platforms, and customer relationship management systems tailored for Instagram commerce. These software offerings are designed to streamline the checkout process, ensure secure transactions, and provide actionable insights to brands. The growi

According to Cognitive Market Research, the global Social Commerce Market size will be USD 769485.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 32.20% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 307794.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 30.4% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 230845.56 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 176981.60 million in 2024 and will grow at a compound annual growth rate (CAGR) of 34.2% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 38474.26 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.6% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 15389.70 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.9% from 2024 to 2031.
The business to consumer (B2C) held the highest Social Commerce Market revenue share in 2024.

Market Dynamics of Social Commerce Market

Key Drivers for Social Commerce Market

The rise of social media is driving the growth of social commerce

The growth of social commerce is heavily influenced by the rise of social media and its increased usage on mobile devices. Social media platforms such as Facebook, Instagram, TikTok and WhatsApp have become major hubs for online shoppers. Customers are more likely to find and buy products directly from social media platforms than from traditional e-commerce websites since they spend more time on these channels.

For instance,

 5.24 billion use social media worldwide, as of January, 2025.Facebook remains to be the leading social media platform with over 3 billion monthly active users, followed by YouTube with 2.5 billion and Instagram with 2 billion monthly active users.
90% of consumers rely on social media to keep up with trends and cultural moments and nearly half of them interact with brands more often on social media platforms. 

(Source: https://backlinko.com/social-media-users)

https://sproutsocial.com/insights/social-media-statistics/#social-media-usage-statistics)

Advancements in Technology to Propel Market Growth

The Social Commerce Market has witnessed steady growth, driven by advancements in technology. Mobile technology has advanced significantly over the last ten years, and smartphones are now an essential part of people's everyday lives. Users are increasingly choosing to shop straight from their smartphones because to improved smartphone capabilities and internet connectivity, which has expanded mobile commerce. Additionally, more people are using smartphones due to rising disposable incomes, which ultimately enhances the social commerce market value environment.

Restraint Factor for the Social Commerce Market

Growing concerns around data privacy restrict market growth

Mobile phones have become a personal hub for information. With the increasing amount of sensitive data stored on these devices, privacy concerns have emerged as one of the most pressing issues. Additionally, since social media and commerce platforms handle private and sensitive financial data, they are susceptible to data breaches and misuse, which can impact a company's finances and reputation. Customers are less likely to trust businesses that don't prioritize security and transparency. This can impact consumer behavior, with individuals opting out of data collection or choosing alternative providers that offer stronger privacy protections.

Impact of Covid-19 on the Social Commerce Market

The Social Commerce Market has witnessed growth due to rising number of smartphones. Key drivers include technological advancements, increasing internet penetration, and expanding influencer marketing. However, the COVID-19 pandemic temporarily disrupted production and supply chains, affecting market dynamics. The lockdowns led to reduced consumer spending and manufacturing delays. Despite these challenges, market recovery was swift as the industries resumed operations. Long-term trends indicate a resilient market with steady growth due to ongoing social media platforms and a re...

Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users, although there is rapid uptake among older age groups. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers have pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. Revenue is expected to grow by 14.3% in 2024-25, constrained by a slowdown in user growth for most major social media platforms. Over the five years through 2024-25, revenue is forecast to expand at a compound annual rate of 32.8% to reach £9.8 billion. Looking forward, regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The rising prominence of AI will require the introduction of adequate regulations. The Online Safety Bill sets out new guidelines for social media platforms to abide by, with hefty fines in store for those who do not. Operating costs will swell as platforms look to meet consumers’ expectations, weighing on profit. Over the five years through 2029-30, social media platforms' revenue is projected to climb at an estimated 9.4% to reach £15.4 billion.

IG Group Holdings reported 188M in Net Income for its fiscal semester ending in November of 2024. Data for IG Group Holdings | IGG - Net Income including historical, tables and charts were last updated by Trading Economics this last July in 2025.

Meta Platforms continues to dominate the digital landscape, with its Family of Apps segment generating a remarkable 162.4 billion U.S. dollars in revenue for 2024. This figure underscores the company's ability to monetize its vast user base across platforms like Facebook, Instagram, Messenger, and WhatsApp, despite facing challenges in recent years. Advertising fuels growth amid market fluctuations Despite experiencing its first-ever year-on-year decline in 2022, Meta rebounded strongly in 2024, with total annual revenue reaching 164.5 billion U.S. dollars. This resilience showcases Meta's adaptability in the face of market changes and its continued appeal to advertisers seeking to reach a global audience. Expanding reach and engagement Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Additionally, 2024 saw an astounding 138.9 million Reels played on Facebook and Instagram every 60 seconds.

As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group.

              Instagram users

              With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each.

              Instagram features

              One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature.
              As of the second quarter of 2021, Snapchat had 293 million daily active users.

As of January 2025, Facebook accounted for around 67 percent of the social media market across Asia. Comparatively, Instagram accounted for about 14 percent of the social media market in Asia. Meta Platforms, Inc Meta Platforms, Inc., formerly known as Facebook, Inc., is a global technology conglomerate that owns a vast social media portfolio, including Facebook, Instagram, WhatsApp, and Messenger. Facebook remains one of the world’s most popular social networks, connecting users for sharing content and building communities. Instagram focuses on photo and video sharing, including features like Stories and Reels. In 2024, Meta’s annual revenue reached 164.5 billion U.S. dollars, with most of its revenue coming from advertising. Meta generated approximately 160 billion U.S. dollars in revenue from advertisements in that year. Meta’s market revenue and user base in APAC In 2024, Meta’s revenue from the Asia-Pacific region amounted to nearly 33 billion U.S. dollars. The growing mobile-first internet user base in Asia continues to drive engagement on Meta's platforms, solidifying its dominance in the region. Asian countries such as India and Indonesia have some of the highest numbers of Facebook users globally. India also leads globally in Instagram users, reflecting the region's significant contribution to Meta's success.

Ig Group Hldgs reported 528.9M in Sales Revenues for its fiscal semester ending in November of 2024. Data for IG Group Holdings | IGG - Sales Revenues including historical, tables and charts were last updated by Trading Economics this last July in 2025.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.