In 2022, 67% of marketers have already used influencer marketing as a successful way to reach their target audiences and communicate brand values. Additionally and despite TikTok's success, Instagram remains one of the most popular social networks for brand and influencer partnerships, which is why we're presenting you today the Instagram statistics for 2023.
Collecting statistics, evaluating them, and using them for their benefit is part of marketers’ daily business. Most of the time, these are the performance metrics of a posting, a campaign, or even the collaboration with influencers. The results are not only crucial for stakeholders in general, but also for yourself to identify the overall trends and preferences of your target group. Only with the analysis of data and numbers can you optimize your influencer marketing campaigns. For this, SaaS agencies such as Kolsquare offer help. With its technology-based complete solution, Kolsquare offers support in identifying influencers to evaluate a campaign’s results. Request a free demo now.
In addition, you need statistics about the specific channels you choose for your campaigns to find out where you can best address your target audience and what key data to consider. Accordingly, we will now first present the statistics for Instagram in 2023 in general and then go into specific statistics about influencer marketing on Instagram. With this article and the Kolsquare study “Influencer marketing in the year 2023,” which you can download here for free, you are well prepared for the challenges of the new year!
While Instagram has long ceased to attract only teenagers, the app itself is reaching the adolescent age. In 2022, in fact, Instagram is twelve years old and a lot has happened since its launch in October 2010. Like a child, the network has gone through many phases and is no longer the same. Instagram CEO Adam Mosseri didn’t really need to emphasize that again in June when he announced Instagram was no longer just the “square app for sharing photos.”
Particularly noticeable is the push toward video, which he said is the “reason for extreme growth on all networks.” Instagram itself looks back at its history and showcases its evolution, though the aesthetics of yesteryear can be really foreign to you today. Remember it?
With 2.9b visitors per month, Instagram is one of the top ten most visited websites in the world. In fact, the app ranks seventh in terms of total website traffic, according to keyword research and online ranking data site Semrush. Let’s stick with the top ten, as Instagram is the ninth most Googled search term. This is especially impressive when you consider that most users access content through the mobile app. Among the other platforms, only Facebook, YouTube and WhatsApp surpass Instagram in terms of daily active users, according to Hootsuite’s study, “The Global State of Digital 2021.”
With 1.5b users, Instagram still beats TikTok and also Twitter and Pinterest. At the same time, the vast majority (99.99%) of users still have accounts on other platforms, for example, 83% are still on Facebook and 55% on Twitter. Only TikTok beat Instagram in downloads in the fall of 2021 – otherwise Instagram is the second most downloaded app in the world.
So far, only seven percent of marketers have not used Instagram for a campaign or strategy. Accordingly, 93% of marketers have already used Instagram to acquire potential new customers.
What do these many experts use Instagram for? The most important goal, with 86% agreement, is to increase brand awareness and recognition. Furthermore, 74% of marketers want to reach a new or specific target audience, 69% want to improve brand advocacy, and 46% want to increase sales. Notably, 61% of consumers trust influencer recommendations more than brand content (38%).
Graphic via TheSocialSheperd
Collaboration between brands and KOL is also flourishing in a global comparison. Especially in the USA, Canada, Great Britain, and Australia, influencers can negotiate the most deals. It’s hardly surprising that most creatives from the USA are based in Los Angeles, New York, Atlanta, Miami, and Chicago.
What is surprising, on the other hand, is the fact that 84% of Instagrammers are female. Statista evaluated more than three million posts on the platform and concluded that most sponsored posts were created by female influencers.
While some industries are suffering from the general economic situation, the influencer marketing industry has been continuously growing strongly in recent years. The industry is now worth $13.8b. This compares to $1.7b in 2016 and $9.7b in 2020. Accordingly, marketers in general plan to increase their budget for influencer marketing in 2023, as GRIN reports.
For a long time, the only metric marketers paid attention to was the number of followers. But that’s over now, as brands have realized how valuable micro-influencers can be. Nano-influencers are also on the rise, as they have the highest engagement rate of all, at 5%. Read about the rise of nano-influencers on the Kolsquare Influencer Marketing blog.
Engaging new audiences are among the reasons marketers work with influencers. 51% say influencer marketing has helped them acquire customers. 60% also believe that KOL-generated content brings more engagement and higher conversions than branded content.
Finally, it is interesting to note that 87% of users responded and “acted” on product recommendations. That is, they followed the brand, visited the website, or actually purchased said products. While half a million KOL use Instagram as their preferred platform, a quarter of sponsored posts on Instagram are focused on fashion. After that comes food, entertainment, and baby products, who knew?
Read more about the latest platform stats and other industry news on the Kolsquare influencer marketing blog.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
