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Some more essential Instagram facts and statistics that may influence your marketing strategy for 2018.

Download full report (32 pages)
  • —800 million users

    Instagram has 800 million users, with 500 million using the platform daily. (Instagram)

  • —100% of auto brands

    98% of fashion brands and 100% of auto brands use Instagram. (Statista)

  • —50% follow business

    50% of Instagram users follow a business. (Instagram)

  • —25-34 year olds

    Instagram's largest user demographic is 25-34 year olds (25.2%). (Statista)

  • —1.5 times per day

    Major brands post 1.5 times per day, on average. (Buffer)

  • —More posts = more likes

    The more you post on Instagram, the more likes you get. (Tailwind)

  • —Monday, Thursdays

    Mondays and Thursdays are the best for Instagram content, but not between 3-4pm. (CoSchedule)

  • —11am/1pm and 7pm/9pm

    11am-1pm and 7pm-9pm are considered the best times to post your content. (Later)


The Instagram Engagement Report 2018

As of 2017, Instagram is the second-fastest growing social platform, behind its parent company Facebook. And according to Social Media Examiner, 63% of marketers plan to increase their Instagram use.

Because of this, marketers and Instagram users need more information to support their efforts. We aim to provide this, thanks to our huge database of Instagram data.

—Methodology: We're a social listening tool. As such, we collect a huge amount of social data. We took our database of more than 115,000,000 Instagram posts and looked for insights that brands and marketers can use in 2018. Download full report (32 pages)

Report highlights

  • Average number of likes for an Instagram post


  • Average number of comments for a post


  • Instagram posts without hashtags


  • Using hashtags does not increase engagement rates

  • Tagging other users in posts does increase engagement rates

  • Users who have fewer than 1,000 followers


  • Video posts have the highest engagement rate

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