Why Instagram?

With over 400 million daily active users and being one of the world’s most popular photo-sharing app, Instagram has become a prominent player in the advertising field. By using a variety of ad platforms (within the app, ads manager, power editor, or through Instagram partners), advertisers have the ability to buy/track/run ads more efficiently and effectively. And whether it be brand awareness or an increase in customers, there are three objectives to consider when choosing to advertise on Instagram: Awareness, Consideration and Conversion. That way, advertisers can specify their objectives and have specific ad pricing for each objective. Plus, with Instagram advertising, anyone can advertise,  advertisers can target consumers using specific metrics, ads become unobtrusive posts, and brands have the ability to engage with their audience.

Drive awareness, increase customers and share your story among a highly engaged audience.

Media Overview
Fact Sheet
By the Numbers

Media Overview

Media Type

Instagram has 4 types of media that can be shared within its app: Photo, Carousel, Video and Stories. The most shared and popular type of posts are photos. However, videos have become increasingly popular by being an engaging and eye-catching medium. And with a CTA button, users are able to go to websites and app stores within the Instagram app.

Post Lifespan

A post’s lifespan on Instagram is around 6-13 hours. However, a recent update allows for posts to be repopulated to the top of a user’s feed for up to 3 days depending on popularity and relevancy. After those first few posts, the user’s feed will go back to chronological order.

User Interests

Pizza is the most Instagrammed food followed by sushi and the most popular hashtags on Instagram are #Love, #Instagood, #Me, #Cute, and #Follow. Below are popular interests on Instagram:

  • Adventure Sports
  • Beauty Products
  • Books/Reading
  • Business
  • Cars/Automobiles
  • Celebrity News/Gossip
  • Decorating/DIY
  • Economy/Finance
  • Environmental Issues
  • Fashion/Style
  • Film/Movies
  • Fine Art/Culture
  • Food/Cooking
  • Gadgets
  • Gaming
  • Health/Fitness
  • Music
  • Personal Finance/Investing
  • Personal Healthcare
  • Pets

Advertising Info

Instagram Advertising

Measuring Success

Because Instagram is a large company, it is hard to provide a solid ROI for the entire app. However, Instagram showcases advertising successes on their website and details the company’s goal, solution, and ROI. For example, Gatorade saw a 3.29% lift in household penetration, 4.62% lift in sales, and 13.3 million people were reached when they chose to advertise on Instagram.

Check out more Instagram case studies split up by industries, goals, products, regions, business size, and their ROIs here.

Cost of Ads

Depending on your budget, objective, ad platform, and type of ad, your pricing will vary. However, there are multiple ways to advertise on Instagram, whether it be a sponsored post, sponsored story, or a “social media influencer” post. Because of this, Instagram allows brands to reach users through a variety of ways.

  • Ads are typically sold in CPM and through online auctions
  • Average CPM (cost per 1000 views): $6.70
  • Minimum: $5 for ≈5000 views
  • “Social Media Influencers”, or popular accounts  who have gained credibility, can be paid to promote your product in one of their posts or stories.  These accounts can charge how much they would like ( For example: An account with 300k followers, averaging 15k likes on each post, and 30k story views charges around $100+ for 1 promotion on their Instagram story)

Fact Sheet

Instagram's advertising fact sheet including demographics, pricing, specs, case studies, and how to create a successful ad.

Instagram By The Numbers

Daily Active Users

15+ million business profiles worldwide and 1+ million advertisers worldwide use Instagram to share their stories and drive business results.

Monthly Active Users

60% of Instagrammers say they discover new products on Instagram and 75% take action after being inspired by a post.

Photos/Videos Posted Per Day

1/3 of the most viewed stories are from businesses and there is an 80% increase in time spent watching videos on Instagram.

Key Demographics

Average Income

Of all adults, Instagram captures those who make:

Because most of Instagram users are millennials, the majority of users make under 30K

Geographic Regions


While Instagram’s users are generally younger, they still capture a wide range of age groups.

    Gender Split


      Check out Instagram’s advertising page here.