100+ Instagram Video Statistics, Facts & Trends (Latest 2025)

Instagram isn’t just moving toward video content; it’s already there. And by any chance, if you’re still treating video as a side dish rather than a main course, you will be missing out on what could be one of the biggest opportunities in social media marketing right now.

Statistics don’t lie. In the last few years, Instagram has gone from a photo-sharing app to a video platform. I should be more precise: it’s become a video-obsessed platform where users watch a lot more than they browse images.

However, most creators and businesses are still doing video wrong. They are posting without knowing how Instagram video actually works.

This is why I had to put together this comprehensive breakdown for you all. I compiled over 70 of the latest Instagram video statistics to let you know just what’s happening. In 2025, these insights could completely change the way you approach Instagram marketing.

Platform-Wide Instagram Video Dominance

First, let’s talk about the big picture. The video revolution on Instagram isn’t coming – it’s already here, and it’s huge.

1. Instagram has approximately 2.0 billion monthly active users worldwide as of early 2024, which makes it the world’s 3rd-largest social platform.
2. Instagram ads reached about 1.74 billion people, which represents roughly 21.3% of the global population in January 2025.
3. Instagram’s ad reach grew by 90.8 million users year-over-year, showing a 5.5% increase from January 2024 to January 2025.
4. Roughly 26.9% of all people aged 13+ worldwide use Instagram.
5. When excluding China, Instagram’s adoption rate jumps to approximately 33.3% of the 13+ population.
6. Instagram videos now drive over 60% of user engagement on the platform.
7. Instagram users spend 60% of their time on the app watching videos rather than viewing static content.
8. The typical Instagram user spends approximately 31 minutes per day in the app.
9. Over 60% of total Instagram usage time is spent on video content, mainly Reels.

Here’s what’s so fascinating about these numbers: Instagram has managed to gain a massive global audience while simultaneously changing how people consume video. Besides just growing, the platform is also changing its users’ habits in real time.

The 60% video engagement figure is really telling something. It suggests that even though Instagram still supports photos and carousels, users are still gravitating toward video content. People are consuming social media content differently now, and it’s not a temporary trend.

Sources: DemandSage, DataReportal, Meltwater

Instagram Video Engagement Superiority

Now, let’s look at why video content does so well. Most people don’t realize how big the engagement gap is.

10. Videos on Instagram have 21.2% more engagement on average than image posts.
11. Video posts see 49% more engagement than photos.
12. In-feed videos get 18% more comments than photo posts.
13. Video posts tend to generate approximately 150 comments each, compared to 65 comments on image posts and 80 on carousels.
14. Across all content types, Instagram averages roughly 2.0% engagement per post.
15. Posts featuring video drive approximately 67% more engagement than photo posts.
16. Video content creators see 2x higher visibility than other post types on Instagram.

There’s a difference in engagement that’s not marginal – it’s significant enough to change your entire strategy. Interesting thing is, the algorithm isn’t just favoring video because Instagram wants to compete with TikTok. The engagement numbers suggest that users genuinely prefer video content over any other.

You need to think about this from a user’s perspective. The power of video is that it can convey emotion, movement, and story in a way that static images just can’t. There’s no algorithmic favoritism here; just that we humans prefer videos.

Sources: Mention, SocialPilot, ContentStudio

Instagram Reels: The Platform’s Video Powerhouse

There’s no doubt that reels have become Instagram’s answer to TikTok, but they’ve evolved into something even much bigger. The video success on Instagram is now largely driven by them.

17. Instagram Reels are played over 140 billion times per day.
18. Instagram Reels reach 726.8 million users globally.
19. Reels account for roughly 50% of time spent on Instagram.
20. Reels dominate screen time, making up 35% of total Instagram usage.
21. Instagram Reels are reshared on a massive scale—roughly 4.5 billion times per day.
22. Reels deliver far greater organic reach, with an average reach of 30.8% of an account’s followers.
23. Instagram Reels get 1.36x more reach than carousels.
24. Instagram Reels get 2.25x more reach than photos.
25. Reels posts get roughly 2x the visibility of other post types on Instagram.
26. Instagram Reels have an average engagement rate of 1.23%.
27. The average Instagram Reel gets 243 likes, 8 comments, and 28 saves.
28. Instagram Reels show an overall average video view rate of 10.53%.
29. Reels from Instagram influencers saw the highest engagement rate at 2.08%.
30. Even among video formats, Reels perform best, seeing 22% more interactions than standard (non-Reel) video posts.

It’s amazing to see how the Reels phenomenon works. It’s 140 billion plays a day, or 18 plays a day per person on Earth. With 4.5 billion reshares a day, the resharing numbers are also insane.

However, the reach advantage is what tells the story. Reels have a 30.8% follower reach compared to 14.5% for carousels. It’s transformative for both business and content creators.

The engagement rates tell another story entirely. Influencers posting Reels and getting 2.08% engagement isn’t just good – it’s exceptional in a social media landscape where organic reach is declining.

Sources: Adam Connell, CropInk

Reels Performance Optimization Insights

It’s not just about posting video content. It’s about understanding how the algorithm and audience behavior work together in sync.

31. Instagram favors short Reels, pushing sub-90-second videos to non-followers.
32. Videos under 90 seconds (and especially under 15 seconds) get the most engagement and are recommended to new audiences.
33. To be shown to non-followers, Reels must be under 3 minutes long.
34. Reels between 60-90 seconds generate 24% more shares than other lengths.
35. Users are most likely to engage with short-form videos (less than 15 seconds) among brand content.
36. According to Instagram, the ideal publishing frequency is between 5 and 7 Reels every week.
37. Smaller brands with 1k-5k followers have the highest Reels view rate at 20%.
38. Small accounts excel with Reels—pages with 1-5K followers average 20% of followers viewing each Reel, whereas mega-accounts (100K+ followers) average 4% view rate.
39. Most people (73%) believe videos between 30 seconds and 2 minutes are most effective.

That’s where things get interesting for content creators. Here, User behavior patterns drive the algorithm’s preference for shorter content.

Reels statistics show that it seems to be most shareable at 60-90 seconds, but most engaging at under 15 seconds.

I’m particularly intrigued by the advantage that the small Instagram profile has. There’s a 20% view rate for accounts with just 1k-5k followers, so Instagram might be promoting smaller creators to boost content creation.

Sources: The Verge, Socialinsider, Fusion Lead Marketing, Statista

Instagram Stories Video Performance

Instagram Stories are a different type of video consumption. They’re more intimate, more immediate, and have different engagement patterns.

40. About 500 million people post or view Instagram Stories each day.
41. Stories usage involves approximately 500 million daily active users.
42. On average, each Instagram Story is seen by only 0.91 accounts per Story frame.
43. About 71.9% of branded Instagram content is shared via Stories.
44. Accounts with 50K+ followers publish on average 46 Stories per week.
45. The median brand posts approximately 2 Story frames per day (roughly 13 frames per month).
46. Most Stories are very short — approximately 60% of Stories are only 1-3 frames long.
47. Only about 10% of Stories have 7 or more frames.
48. Story reach rate increased by 35% for brands with under 10k followers.
49. Roughly 75% of viewers stick with a Story through the first 7 frames.
50. The biggest drop-off in Story viewing usually occurs between frame 1 and 2.
51. Instagram Stories video maximum length is 60 seconds.

There’s an interesting paradox in stories. Even with 500 million daily users, individual Story frames only reach 0.91 accounts on average. It suggests that even though Stories are popular, each piece of Story content has a pretty small and intimate audience.

It is remarkable that 71.9% branded content is shared via Stories. This means that businesses are using Instagram Stories as their go to for insta marketing, maybe because it’s less formal and more authentic than reels.

For content creators, retention data is very helpful. 75% of viewers stick through the first 7 frames, and the biggest drop-off occurs between frames 1 and 2. So this means that opening frames must be really good.

Sources: Instagram post, Hootsuite – IG Stories Experiment, Hootsuite – Instagram Statistics, Rival IQ

Instagram Live Video Engagement

The most engaging video format on Instagram is live video; it has engagement rates that outstrip any other formats.

52. Instagram Live has over 500 million active users engaging with live videos each month.
53. Instagram Live videos generate 10x more engagement than regular Instagram posts.
54. An average Instagram Live session lasts 20 minutes.
55. Live streaming on Instagram grew by 70% in 2023.
56. 1 in 3 Instagram users prefers live content over pre-recorded videos.

You can easily get 10x engagement with Live videos. That’s a whole new category of engagement here, not just slightly better performance. Also, the 20-minute session length suggests that people are committed to Live content when they engage with it.

I also find preference data very interesting. The fact that one in three users prefer live content clearly shows that there’s a big appetite for real-time, authentic content.

Sources: CropInk, DeepSolv AI

Instagram Video Advertising Performance

The advertising side of Instagram video reveals how the platform monetizes its video-first approach, as well as what kind of return advertisers can expect from their campaign.

57. In 2024, in-feed ads accounted for approximately 53.7% of Instagram’s total ad revenue.
58. Story ads represented about 24.6% of Instagram’s total ad revenue.
59. Instagram Reels ads can reach roughly 11.6% of the global adult population.
60. The average cost-per-click (CPC) of Instagram ads ranges from $0.00 to $0.25.
61. Brands see an average conversion rate of 1-2% for Instagram ads.
62. Instagram video ads have a good click-through rate ranging from 1% to 3%.
63. 46% of users take action after viewing a product-related video ad on Instagram.
64. Shoppable video ads have 47% higher purchase rates than static product posts.
65. Instagram is projected to generate over half of all Meta’s US ad revenue by 2025.
66. In the 2025 Hootsuite Social Trends survey, Instagram ranked #2 among all social networks for marketer confidence in ROI.

Those advertising numbers tell a great story about Instagram’s business model. With relatively low advertising costs, the platform has been able to monetize its video content.

And for e-commerce businesses, shoppable video ads have a 47% higher purchase rate than static posts. We’re talking about the actual sales conversions here, not just engagement statistics.

Sources: eMarketer, Reuters, WASK, DriftLead, Smart Insights, Wix, Moast, Hootsuite

Creator Economy and Video Content Trends

With Instagram shifting to video content, the creator economy has changed dramatically.

67. Only 20.7% of Instagram creators post Reels monthly, suggesting significant untapped potential.
68. Brands posted 11% more Reels in 2024 than they did in 2023.
69. 56% of industry professionals increased their video activities on Instagram as of 2024.
70. 38.5% of Instagram’s feed is now Reels.
71. Instagram Reels usage increased by 12% among brands between 2023 and 2024.
72. Nano influencers dominate Instagram’s ecosystem—76.9% of influencer accounts have 1K-10K followers.
73. Average influencer rates reflect reach, with nano-influencers charging approximately $55 for an Instagram Reel.
74. One Instagram analytics shows that engagement rates were roughly 0.50% for Reels, 0.45% for images, and 0.55% for carousels in 2024.
75. For creators and influencers, Reels yield the highest engagement, with influencer Reels averaging 2.08% engagement per post, far above other formats.

Data on the creator economy reveals some interesting insights. Only 20.7% of creators post Reels every month, so there’s still a lot of room for growth left.

It’s also really interesting how nano-influencers dominate. The creator economy on Instagram is democratized a lot more than what people realize, with 76.9% of accounts having just 1K-10K followers. It’s a huge opportunity for smaller creators.

Sources: Adam Connell, Influencer Marketing Hub, Dash, Socialinsider, The Social Cat

User Demographics and Video Consumption Behavior

It’s crucial to understand who’s watching Instagram videos and exactly how they consume content.

76. Video consumption is overwhelmingly mobile—79% of global internet users prefer watching video on a smartphone.
77. Instagram skews young, with roughly 60% of users aged 18-34.
78. 91% of U.S. users aged 18-29 (Gen Z) use Instagram.
79. 72% of U.S. 15-17-year-olds are on Instagram, the highest usage of any age group.
80. Only 32% of Instagram users are 35 or older, with just 7.5% being 55+.
81. Instagram’s audience is slightly more female, with about 55% women versus 45% men in the U.S.
82. Instagram users aged 18-24 spend an average of 53 minutes per day on Instagram.
83. Users aged 18-24 spend an average of 44 minutes per day watching Instagram Reels specifically.
84. 31.6% of Instagram Reels viewers are 25-34 years old.
85. Most Instagram users are under 34 years old, with 70% falling into this age group.
86. A majority watch Stories in sound-on mode, with studies estimating 70% of users hear Stories with audio.

Instagram is the #1 social platform for younger audiences, according to the demographic data. Instagram has now become the default social media platform for Gen Z, with 72% of 15-17-year-olds using it and 91% of 18-29-year-olds.

Just watching Reels takes 18-24 year-olds 44 minutes a day.

Sources: Think with Google, Central Ohio Technical College, Backlinko, Pew Research Center, Electro IQ, NapoleonCat, Oberlo

Cross-Platform Video Competition Insights

It’s important to know how Instagram video competes with other video platforms out there.

87. Between early 2024 and early 2025, Instagram’s ad reach grew 5.5% while TikTok’s grew only 2.0%.
88. Users spend much more time per session on TikTok (66 minutes/day) than Instagram (31 minutes/day).
89. TikTok sessions average 5 minutes 56 seconds, more than double Instagram’s 2 minutes 44 seconds per session.
90. Instagram’s web traffic is significantly higher, with Instagram.com getting 60% more unique monthly visitors than TikTok.com.
91. TikTok generally outperforms Instagram on engagement metrics, with typical TikTok engagement rates around 3.3% per post versus 0.50% on Instagram.
92. YouTube Shorts achieves similar engagement metrics to Reels, averaging 5.91% engagement versus Reels’ 5.53%.
93. In the U.S., TikTok has approximately 170 million users, slightly surpassing Instagram’s 158 million.
94. Over half of Instagram users also use TikTok monthly, while over 80% of TikTok users are on Instagram.

It turns out that Instagram isn’t just competing with TikTok, it’s thriving alongside it. Data also shows that users aren’t choosing between Instagram and TikTok; they’re using them both for different things.

Even though TikTok dominates in pure engagement metrics, Instagram’s increased web traffic and ad reach position it well for continued growth.

Sources: Exploding Topics – Social Media Usage, Exploding Topics – Time on TikTok, SOAX, Adam Connell, DataReportal

Shopping and E-commerce Video Impact

With video content, people now shop on Instagram differently, which brings new opportunities for businesses.

95. 44% of Instagram users shop weekly on the platform.
96. 70% of active users shop on Instagram.
97. 84% of consumers report being convinced to purchase a product after watching a brand’s video.
98. 41% of viewers who watch shoppable videos end up making a purchase.
99. 29% of social consumers anticipate making more purchases based on something they saw on Instagram in 2025.

Instagram has now evolved into a legit commerce platform, according to the data. 84% of consumers are now convinced to buy after watching brand videos, which changes the way businesses think about video marketing.

And a shoppable video’s 41% conversion rate is the highest of any marketing channel we’ve seen so far.

Sources: Capital One Shopping, Firework

Video Marketing ROI and Business Performance

For Businesses, the outcomes they get and ROI are more important than engagement metrics when it comes to Instagram videos.

100. 93% of marketers say video marketing has given them a good ROI.
101. 76% of marketers believe Instagram has the highest video ROI and engagement.
102. 88% of businesses report earning a good return on investment from their Instagram advertising efforts.
103. 84% of video marketers say video has directly increased sales.

Overall, the ROI data is compelling. Video marketing gets good ROI for 93% of marketers, and 84% say it directly increases sales, so it’s not just vanity metrics here.

Source: Wyzowl

The Bottom Line: Why These Numbers Matter

A lot of opportunities are revealed in the data. The first thing is that with only 20.7% of creators posting Reels monthly, there’s a huge opportunity for growth and competitive advantage.

Second, engagement is too big to ignore. Reels do 2.25x better than photos and get 67% higher engagement than static posts, so we’re talking about improvements.

Third, Instagram videos aren’t just engaging. They’re profitable too. Consumers are 84% more likely to buy after watching brand videos, and 41% of shoppable video viewers make purchases after watching them. So, it’s clear.

These Instagram stats should change your mind if you haven’t included video in your Instagram strategy yet. The platform has already made its choice. The question is: have you made yours?

Last but not least, if you need help making Instagram videos. Let us know! Or you can book a free consultation.