HomeBlogSocial Media7 Essential Instagram Stats Marketers Need to Know in 2023

7 Essential Instagram Stats Marketers Need to Know in 2023

As we approach 2023, “Instagram Stats Marketers Need to Know” becomes increasingly crucial for businesses and entrepreneurs looking to thrive on this popular social media platform. With over 1 billion active monthly users and a visually captivating environment, Instagram offers an unparalleled opportunity to connect with a diverse and engaged audience.

Understanding Instagram’s statistics is crucial for marketers looking to leverage the platform effectively. Instagram’s visually-driven nature allows brands to showcase their products, tell compelling stories, and foster meaningful connections with their audience. From curated grids to engaging Stories, IGTV, and influencer partnerships, Instagram provides a wide range of tools and features to enhance brand visibility and drive user engagement.

One key aspect of Instagram marketing is leveraging user-generated content (UGC) to foster authenticity and community engagement. Encouraging users to share their experiences with your brand or products through hashtags and mentions can provide a valuable source of UGC, further amplifying your reach and establishing trust among your followers.

Instagram’s algorithm rewards engagement and authenticity, making it essential to cultivate genuine interactions with your audience. This knowledge enables you to refine your strategies, create impactful content, and build a strong brand presence on Instagram.

Instagram Stats Marketers

How Instagram Engagement is Changing in 2023

In 2023, marketers must be aware of the changes to Instagram that have had an effect on user engagement and adjust their strategies accordingly.

Algorithm Updates

Instagram frequently updates its algorithm to improve user experience and ensure relevant content reaches its target audience. It prioritizes relevance over recency, which means that high-quality content with strong engagement will be more likely to appear in users’ feeds than newer posts with lower interaction rates.

Video Content Growth

The popularity of video content on Instagram has skyrocketed, especially with the introduction of features like Reels and IGTV. Video consumption on Instagram increased by 80% between 2022 and 2023 alone. This trend shows no signs of slowing down as users continue to engage more with dynamic visual storytelling formats.

The Rise of Shopping Features

Shopping features are becoming increasingly prominent on Instagram, allowing businesses to create a flawless shopping experience for their customers directly within the app. By tagging products in posts or creating shoppable stories, brands can drive sales while fostering higher levels of engagement from potential buyers.

Diversifying Engagement Metrics: Likes vs Saves vs Shares

  • Likes: Likes are an important metric for gauging post popularity, but are not the sole indicator of engagement. Marketers should also pay attention to comments and direct messages.
  • Saves: Users can now save posts for later viewing or reference indicating that your content resonates with them. Tracking saves can help you identify high-performing content and inform future strategies.
  • Shares: Your content being shared by users increases your reach and exposes your brand to new audiences. Monitoring shares will give you insights into how well your content resonates with users beyond just likes.

What Types of Content Perform Best on Instagram

In 2023, understanding the types of content generating the most engagement and reach on Instagram is important for marketers.

Visual Content: Photos & Videos

Instagram is a visual platform and high-quality photos and videos are essential for success. According to Socialbakers, photos still receive more likes than videos but videos tend to have higher engagement rates overall. Therefore, it’s important to strike a balance between both formats while ensuring that your visuals are attractive and credible.

User-Generated Content (UGC)

Stackla’s Consumer Content Report reveals that user-generated content (UGC) performs better than brand-created content when authenticity is concerned. Encourage your followers to share their experiences with your products or services by using branded hashtags or running UGC contests.

Educational & Inspirational Posts

  • Educational: Sharing tips, tutorials, or industry insights can establish you as an authority in your field while providing value for users who follow you on Instagram.
  • Inspirational: Quotes, motivational stories, or showing customer stories resonate well with audiences looking for inspiration online.

Instagram Stories & Reels

Instagram’s features like Stories and Reels capture your audience’s attention in a fast-paced environment. These formats allow you to share behind-the-scenes looks, product teasers, or quick tips that keep users engaged with your brand.

In-Depth Captions & Carousel Posts

Descriptive captions can add context to your visuals while carousel posts allow you to showcase multiple images or videos in one post. This format works well for sharing step-by-step guides, highlighting different aspects of a product, or telling a story through visuals.

By crafting content that appeals to viewers, marketers can boost interaction and exposure on this widely used platform.

Understanding Hashtag Performance

In 2023, hashtags continue to play a crucial role in maximizing reach and engagement on Instagram posts. 

Researching Relevant Hashtags

Start by researching relevant hashtags for your niche or industry. Tools like Hashtagify and All-Hashtag can help you identify trending hashtags related to your content. Maintain a balance between general tags having broad appeal (#marketing) and more specific ones tailored to your audience (#digitalmarketingtips).

Analyzing Competitor Hashtags

Analyze the hashtags used by competitors with amplified engagements in your space. This will give you insights into which tags are resonating with users interested in similar content or products/services.

Tracking Your Own Hashtags:

  • Create branded hashtags for user-generated content (UGC), contests, events, etc., making it easier for followers to engage with these initiatives.
  • Maintain consistency across all social media platforms when using branded hashtags so that users can easily find them online when interacting with you.
  • Analyze data from Instagram Insights regularly as this provides valuable information about the performance of each tag.

Using Location-Based Tags:

  • For targeting local customers/clients for business success, consider using location-based tags like #NYC or #LosAngeles in addition to industry-specific ones.
  • The geotags can help you connect with users who are searching for content related to specific areas, increasing the possibility of attracting potential customers/clients.

Testing and Adjusting Hashtags

Regularly test different hashtag combinations on your posts and analyze their performance. Keep track of hashtags generating the most engagement, impressions, and reach – then adjust your strategy accordingly. Try new tags as trends change over time to stay ahead of the curve.

Analyzing User Demographics

Understanding user demographics is crucial for marketers to target the right audience and create effective campaigns on Instagram. 

Age Distribution

The age distribution of Instagram determines which age groups you should focus on when creating content and advertising campaigns. According to Statista, as of January 2023, 33% of global Instagram users were aged between 18-24 years old, followed by 29% in the 25-34 age group. 

Gender Breakdown

Understanding the gender breakdown among Instagram users is important, which can help inform your targeting decisions based on your product or service offerings. A Pew Research Center study found that out of US adult internet users, about 43% of women use Instagram compared to only around 31% of men.

Geographic Location

The geographic location of your audience helps in optimizing campaign performance and ensuring maximum reach for localized promotions or events-based marketing initiatives. Check out this comprehensive report from Data Reportal’s Global Digital Overview Report (2023) to better understand the location of active IG users. This information helps you identify the most relevant regions to focus your marketing efforts.

Interests and Behaviors

To make resonating content for your desired demographic, comprehending the interests and activities of users is essential. Instagram offers a range of targeting options based on user’s interests, including hobbies, shopping habits, and entertainment preferences. Consider using tools like Socialbakers or Sprout Social to gain insights into mentioned factors, which provide detailed analytics about user engagement patterns across various industries.

Optimizing Post Timing

In 2023, optimizing post timing on Instagram is more crucial than ever for maximizing visibility and engagement. With the platform’s algorithm constantly evolving, it’s essential to stay updated with the best times to post your content.

Identifying Peak Engagement Hours

Start by analyzing when users are most active on Instagram to determine the optimal posting time. You can use Later’s research or insights provided by social media management tools like Sprout Social. However, the ideal times for engagement may differ based on factors such as demographic, area, and field.

Experimenting with Different Posting Times

Try different posting times within those windows to find what works best for your brand. Track metrics such as likes, comments, shares, and saves to measure how well each post performs at various times of the day.

Critical Metrics:

  • Likes: The number of users who liked your post.
  • Comments: The number of users who commented on your post.
  • Shares: The number of users who shared your post through direct messages or other platforms.
  • Saves: The number of users who saved your post for later viewing or reference.

Adapting Your Strategy Based On Data Analysis

Analyze data from previous posts to identify trends and patterns that indicate the most effective posting times for your content. 

Considering Time Zones

When optimizing post timing, consider time zones if your target audience is from different regions. Use Instagram Insights’ location data to determine where a majority of your followers are based and adjust posting times to cater to their specific time zones.

For example, Posting Times:

  • If most of your followers are located in New York (EST), schedule posts between 12 PM – 1 PM EST on weekdays.
  • If a significant portion of your audience resides in London (GMT), consider adding an additional post at around 5 PM GMT for increased visibility among European users.

Leveraging Influencer Marketing

By partnering with influencers who have established credibility and trust among their followers, brands can gain new audiences and drive conversions more effectively than through traditional advertising methods.

Finding the Right Influencers

Identify individuals whose values align with your brand and whose audience demographics match your target customers. Tools like Influencity or Upfluence can help you find suitable influencers based on factors such as niche, location, follower count, and engagement rate.

Negotiating Collaborations

Once you’ve identified potential influencers, present them with a comprehensive offer that includes details of the collaboration (e.g., sponsored posts or stories) and what they will receive in return (e.g., payment or free products). Some influencers may opt for non-monetary rewards if it better matches their image.

Crafting Authentic Content

Create content that is both meaningful to the influencer’s audience and reflects your brand authentically. Encourage influencers to share their genuine experiences using your product or service rather than being overly promotional. This will not only improve engagement but also build trust between consumers and your brand.

Tips for Successful Influencer Campaigns:

  • Create clear guidelines: Provide detailed instructions about how you want the content presented, but allow influencers to maintain their unique voice and style.
  • Monitor performance: Track the engagement, reach, and conversions generated by your influencer campaigns using tools like Pixlee or Traackr.
  • Maintain relationships: Foster long-term partnerships with influencers who consistently deliver results for your brand.

Measuring ROI from Your Campaigns

Determining the success of your Instagram marketing campaigns requires calculating return-on-investment (ROI) to make informed decisions and use resources wisely. By measuring ROI, you can make data-driven decisions to optimize your strategy and allocate resources efficiently.

A. Calculating ROI

To measure the success of your Instagram campaigns, you need to establish clear goals and track relevant key performance indicators (KPIs). The basic formula for calculating ROI is:

ROI = (Revenue – Investment) / Investment x 100%

To calculate ROI, the total monetary value generated by a campaign (revenue) must be weighed against its associated costs (investment). Both figures should include factors such as content creation costs, advertising expenses, influencer fees, and any other associated costs.

B. Identifying Key Performance Indicators

Determining which KPIs are most relevant depends on your specific objectives for each campaign. Some common KPIs used in measuring Instagram marketing success include:

  • Engagement rate: This measures interactions with your content relative to its reach or impressions. Higher engagement rates indicate that users find your content valuable and engaging.
  • Follower growth: Tracking follower growth helps assess whether a campaign has successfully expanded brand awareness among new audiences.
  • Traffic referrals: Monitoring referral traffic from Instagram can help you gauge the effectiveness of your campaigns.
  • Conversions: By tracking conversions attributed to Instagram marketing efforts, you can evaluate how well a campaign has achieved its primary objectives.

C. Utilizing Analytics Tools

To effectively measure ROI and track KPIs, it’s crucial to use reliable analytics tools that provide correct data on your campaigns’ performance. Some popular options include Instagram Insights, Google Analytics, and third-party platforms like Sprout Social.


Understanding Instagram statistics and trends is crucial for marketers in 2023. By analyzing changes in engagement, content performance, hashtag usage, user demographics, and post timing, and leveraging influencer marketing campaigns while measuring ROI, you can gain a competitive edge in the market.

Stay up-to-date with the latest Instagram stats by visiting WallBlog. We provide valuable insights into social media trends and strategies to help your business grow.

Youssef Hodaigui is an entrepreneur, blogger and SEO expert with a strong track record of success in launching and growing blogs and websites. He has a deep understanding of search engine algorithms and the latest digital marketing techniques, and he is committed to helping bloggers and entrepreneurs achieve their online business goals.

The Wall is a digital blog that helps the marketing, media and communications industries to understand the effects of emerging technology and media change. From ecommerce and email, to search and social media, The Wall features expert commentators and analysis of digital developments.


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