Between January and September 2023, more than 88 percent of Instagram viewers of all posts relating to the three presented beauty retailers saw posts relating to Sephora. It is a French beauty retailer founded in 1969 in Paris. Ulta Beauty - Illinois-based beauty retailer founded in 1990 - followed second, with 10.6 percent of viewers.

Use our Instagram dataset (public data) to extract business and non-business information from complete public profiles and filter by hashtags, followers, account type, or engagement score. Depending on your needs, you may purchase the entire dataset or a customized subset. Popular use cases include sentiment analysis, brand monitoring, influencer marketing, and more. The dataset includes all major data points: # of followers, verified status, account type (business / non-business), links, posts, comments, location, engagement score, hashtags, and much more.

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.

According to a 2023 survey, the most popular social media platforms for buying products worldwide were Facebook and Instagram. Both networks belong to parent company Meta. Among the selected countries, Czechia (64 percent) and the United States (62 percent) used Facebook the most to shop for products. Meanwhile, Spain and Portugal had the most social shoppers on Instagram (each 57 percent).

As of February 2025, Australia had the highest potential Instagram ad reach rate in the Asia-Pacific region among the reported markets, at about 65.4 percent of the adult population. In comparison, Instagram advertising in China had a potential reach of about 0.3 percent among the population aged 18 years and over. The rise of social media advertising Digital advertising had the highest ad spending in the Asia-Pacific region, with brands increasingly prioritizing online presence and engagement. Social media advertising has become a major focus, as platforms like Instagram, Facebook, TikTok, and WeChat offer access to a wide audience. Among APAC markets, China and Japan lead in social media ad revenue, reflecting large user bases. Next to paid advertising, social media influencers and bloggers have emerged as key players in shaping consumer preferences. Their recommendations are often perceived as trustworthy, in contrast to traditional brand ads, making them an essential part of modern digital marketing strategies. Influencer marketing: Driving purchases in Asia Influencer marketing plays a crucial role in the shopping behavior of consumers. In Southeast Asia specifically, the top product categories purchased due to influencer recommendations include beauty and fashion, with influencers often setting trends and creating demand for new products through their content. Consumers in Southeast Asia engage with influencer content primarily for entertainment, but many also seek purchase inspiration. As influencer marketing continues to evolve, brands are increasingly investing in partnerships with content creators to enhance their reach, credibility, and connection with consumers.

More than half of consumers belonging to Generation Z bought something on social media platforms, according to a survey in 2024. Almost a third of overall consumers bought on social media platforms. The consumer experience In a 2023 survey, Facebook and Instagram were the social media platforms offering the best shopping experience. To gain deeper insights into the elements constituting a satisfactory social commerce shopping journey from the user's viewpoint, key factors shaping consumers' heightened engagement with social commerce included, but were not limited to, deals and discounts, seamless purchasing processes, exclusive offers, and increased availability of customer reviews. Social shopping destinations Facebook is the leading social commerce platform globally, except among Gen Z, who favor Instagram and TikTok. However, the types of social media accounts that shoppers followed and purchased from varied by age group. Gen Z and Millennials predominantly bought from brand accounts, with Gen Z also showing a preference for social media influencers. Conversely, Gen X and Boomers preferred purchasing from trusted retailer accounts.

These TikTok user statistics tell the whole story of the new social media giant and give you some insights into the app's future.

As of February 28, 2025, the channel Ray/Alice-hongkong (@dailystonesales) was the most active Instagram account that operates in Hong Kong, creating over 107 thousand posts in total. Other active accounts from Hong Kong were Carley Lux, Belle Jewelry, and Concept Shop.

TikTok has 102.3 million monthly active users in the US alone. This is forecasted to reach 121.1 million by 2027.

Globally the average user spends 52 minutes on TikTok every day. About 90% of their worldwide users access TikTok on a daily basis.

In a 2023 survey, approximately 58 percent of shoppers in the United States said they had at some point purchased a product after seeing it on a social media platform. On the other hand, in the United Kingdom and Germany, 44 percent and 40 percent of respondents, respectively, said they bought something after spotting it on social networks.

TikTok has a significantly larger female user base globally.

As of 2024 there are currently over 1 billion active users on TikTok worldwide.

As of June 20, 2024, Apple Daily, an online newspaper, had the most active Instagram account in Taiwan, having created 58.79 thousand posts. Other active accounts were from TTshow, Group A Street Sneaker Shop, and Daxin.

Regional TikTok user statistics differentiate significantly. Each major region has also experienced growth a different times.

The average adult TikTok user in America spends 33 minutes per day on the app.

In 2020, TikTok brought in $33.4 billion in revenue.

TikTok has risen through the ranks to become the 7th most popular social media network worldwide.

People use different social networks for a wide range of purposes. In a February 2019 survey, Instagram ranked first among social media survey for viewing photos but ranked head-to-head with Snapchat in terms of being the preferred social network for video consumption. Also, 47 percent of respondents stated that they used Pinterest to find or shop for products, a rate that no other social platform was able to match in that regard.

A survey conducted in 2024 shows the growing impact of social media on Gen Z consumers' shopping habits. In 2024, 69 percent of Gen Z discovered new products or brands through social media influencers, a significant increase from 45 percent in 2023. Additionally, 68 percent of Gen Z found new products on social media, up from 60 percent, while around 60 percent of them purchased a product they discovered this way, nearly doubling from the 32 the previous year.