Latest Instagram Video & IGTV Stats (Updated for 2024)

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By Tomislav

Key Takeaways

74% of Instagram users are motivated to take action after watching a brand’s video content on the platform.
A staggering 91% of Instagram’s audience interacts with video content on a weekly basis.
Videos posted on Instagram garner twice the engagement compared to other post types.
Approximately 70% of users have interacted with ads in Instagram stories by swiping up.
Instagram videos have garnered double the number of comments when compared to still images.
After viewing a brand on Instagram Stories, half of the viewers have visited the brand’s website.
An overwhelming 93% of marketing professionals view video content as a cornerstone of their marketing strategies.
Businesses utilizing IGTV have seen a remarkable 300% growth in their reach.

User Engagement and Behavior

74% of Instagram users are motivated to take action after watching a brand’s video content on the platform.

A staggering 91% of Instagram’s audience interacts with video content on a weekly basis.

When it comes to Instagram stories, 60% of them are viewed with the sound turned on.

Videos posted on Instagram garner twice the engagement compared to other post types.

Approximately 70% of users have interacted with ads in Instagram stories by swiping up.

30% of Instagram’s user base has made a purchase after discovering a product on the platform.

Instagram videos have garnered double the number of comments when compared to still images.

43% of social media users prefer watching Instagram Stories over other video formats.

After viewing a brand on Instagram Stories, half of the viewers have visited the brand’s website.

On Instagram, videos achieve an average engagement rate of 1.45%.

The use of emojis in video posts boosts the average engagement rate to 3.20%.

The median number of comments on Instagram video posts stands at 94.

Video posts on Instagram receive 38% more engagement than posts with images.

The average number of comments on Instagram video posts is 11.1.

Marketing and Advertising

In 2020, 58% of marketing professionals tapped into the potential of Instagram videos for their campaigns.

A significant 77% of digital marketing experts have leveraged IGTV as a tool in their marketing arsenal.

A notable 58% of digital marketing strategists planned to integrate video content into their Instagram marketing tactics.

Instagram is the platform of choice for 65% of marketers when it comes to promoting products and services.

73% of companies make it a point to upload at least one video weekly on Instagram.

An overwhelming 93% of marketing professionals view video content as a cornerstone of their marketing strategies.

More than a quarter, precisely 26%, of marketers utilize Instagram’s native videos – IGTV – in their strategies.

Instagram video has been a chosen channel for 51% of video marketers.

IGTV has been utilized by 17% of video marketing professionals.

Looking ahead, 65% of video marketers intend to incorporate Instagram into their future strategies.

28% of video marketers are planning to add InstagramTV to their marketing mix.

Video features in one out of every four Instagram advertisements, highlighting its importance in the platform’s ad space.

Instagram Stories and IGTV

500 million individuals engage daily with Instagram Stories as of 2019.

An impressive 86% of video posts on Instagram Stories are watched to completion.

Daily, 40% of Instagram’s 1 billion users are creating video stories.

A substantial 86.6% of Instagram’s user base posts stories every day.

73% of companies report gaining new clients through Instagram Stories.

Instagram’s IGTV feature has been downloaded over 7 billion times.

Businesses utilizing IGTV have seen a remarkable 300% growth in their reach.

IGTV content attracts over 18% of people as viewers.

More than 17% of Instagram’s audience tunes into IGTV.

IGTV is a popular tool among 30% of business professionals.

IGTV videos maintain a length between a minimum of one minute and a maximum of 60 minutes.

A whopping 78% of the traffic on IGTV is generated via mobile devices.

Viewing an IGTV video for more than three seconds counts as a single view.

On Instagram’s Explore page, IGTV videos appear 4 times larger than photos.

IGTV offers automatic captioning in 16 different languages.

Video Content and Trends

Instagram Reels have seen a staggering 892% reach among profiles with a follower count not exceeding 500.

Compared to sponsored photos, sponsored videos on Instagram attract three times more comments.

Since 2017, there’s been an 80% surge in the duration for which Instagram videos are watched.

Astonishingly, 5 million videos were uploaded in just the first 24 hours following the introduction of video features on Instagram.

The frequency of daily video production on Instagram has quadrupled when comparing figures from 2017.

On Instagram, 14.2% of all posts are now in the form of videos.

The most sought-after genre of video content on Instagram is how-to tutorials.

14.9% of Instagram’s total content is now made up of video posts.

Today, Instagram users are spending 80% more time viewing videos than they did back in 2017.

Miscellaneous Statistics

43% of young adults in the U.S. who use social media show a preference for viewing content on Instagram Live.

Instagram Live boasts over one million daily viewers, highlighting its popularity among Instagram users.

Sephora experienced a remarkable surge in digital viewership, amassing 1 million views on IGTV in just one night.

The time spent by users watching videos on Instagram has skyrocketed, showing an 80% year-over-year increase.

Videos with a duration close to 26 seconds tend to garner the highest number of comments.

A significant 53% of Instagram TV users report experiencing success through their use of the platform.

Sources:

  1. InVideo
  2. WSI World
  3. WordStream
  4. Medium – Illumination
  5. The Next Scoop
  6. The Preview App
  7. Wyzowl
  8. Instagram Post
  9. Twitter – Instagram
  10. Social Insider
  11. Socialbakers
  12. Make A Website Hub