Is Instagram Dying? [New Data]

It solely takes a couple of scrolls on Instagram to see the platform as we all know it is lifeless. Photographs are out, Reels are in. Chronological feeds are out, algorithm-selected feeds are in. And the checklist goes on.

is instagram dying

However are these modifications sufficient to trigger customers to leap ship? And if that’s the case, what does this imply on your social media advertising?

New Data: Instagram Engagement Report [2022 Version]

Let’s take a more in-depth take a look at the place Instagram may very well be headed in 2023 and past.

Is Instagram dying?

What does it imply when a social media platform “dies?” Usually, it means falling behind in a number of key areas — specifically, person progress, engagement, and relevancy.

Is that this the case for Instagram? The quick reply isn’t any. Instagram is not dying. A minimum of, not for everybody.

Now, I am not saying Instagram is the most popular platform on the market, or that it is freed from any points. However the platform itself is way from over — and this is why:

Person progress

Instagram has a large person base, and it is nonetheless rising.

It lately surpassed two billion month-to-month energetic customers, becoming a member of an elite membership with Fb and WhatsApp. It continues to climb year-over-year, anticipating to succeed in 1.44 billion customers by 2025.

Instagram Dying: Bar graph showing the number of Instagram users worldwide slowly increasing since 2020.

Whereas its progress is not on the identical degree as years prior, it is nonetheless inching in the precise route for the foreseeable future.

Affect with Millennials

Instagram is the candy spot for Millennials. It is not as mature as Fb — however not as fashionable as BeReal or TikTok.

Unsurprisingly, a excessive focus of Instagram’s viewers belongs to Millennials, even securing first place as their favourite social media app final yr (Gen Z agreed).

In comparison with different platforms, Instagram nonetheless holds affect with these below 35. The problem, nonetheless, is interesting to its major viewers whereas evolving the platform sufficient to enchantment to youthful generations (however extra on that later).

Is Instagram Dying: A stat showing that  Millennialls ranked Instagram as their favorite social media app in 2022.

What about low engagement?

Throughout the board, manufacturers, influencers, and day-after-day customers report low engagement on Instagram. Whereas disheartening, it proves that what used to work on Instagram is unquestionably lifeless.

Instagram has made no secret that short-form video is a high precedence lately. In any case, it is competing with the likes of TikTok and Snapchat. However for those who’re nonetheless utilizing Instagram prefer it’s 2012 (valencia filter and all), your engagement will proceed to undergo. 

We’re within the subsequent evolution of Instagram, the place static pictures are out, and Reels and Tales are in. In truth, engagement for static pictures has decreased by 44% since 2019, across the time Reels made its debut. 

Instagram Dying: bar graph showing the decline in engagement for static posts on Instagram starting in 2019.

Picture Supply

For these pivoting to Reels, engagement has remained constant — even skyrocketing for some creators.

HubSpot spoke with one such creator, Kar Brulhart, who gained 13,000+ followers inside a month by posting Reels. She estimates 75% of her viewers comes from this kind of content material.

All this to say, Instagram is a distinct platform than it was a decade in the past. The algorithm is evolving, together with the content material that sparks engagement — and entrepreneurs should hold tempo.

Okay, however is Instagram nonetheless cool?

Each social media platform wants some extent of relevance to outlive. I name it “the coolness issue.”

Many individuals suppose Instagram has misplaced its “coolness issue,” so it should be lifeless. Whereas Instagram is now not at its top of recognition, it does not should win the recognition contest to remain within the recreation.

Check out Fb. For the previous decade, folks have stated Fb is lifeless. But, it is the preferred social media platform worldwide proper now, attracting greater than 2.89 billion month-to-month energetic customers. Sure, it is shedding steam with youthful demographics, but it surely’s sustaining relevance with its key viewers: Millennials, Gen X, and Child Boomers. 

In truth, a whopping 91% of Child Boomers, 88% of Millennials, and 83% of Gen X-ers have visited Fb up to now three months, in keeping with HubSpot’s 2022 Shopper Traits Report.

To remain afloat, Instagram should keep relevance with its key demographics whereas, on the identical time, evolving the platform sufficient to remain aggressive and entice the subsequent era. Solely time will inform if they will pull this off.

Is Instagram an efficient advertising channel in 2023?

Again within the early days, Instagram saved its platform primarily ad-free. When Fb purchased the platform in 2012, nonetheless, its promoting machine shifted into excessive gear.

The commercialization of Instagram, whereas disappointing to some, has made it a advertising goldmine. 

90% of Instagram customers comply with no less than one enterprise, and a rising variety of shoppers are beginning to store by way of social media. It is no shock that Instagram is ramping up its e-commerce capabilities.

Instagram Dying: stat that shows ninety percent of Instagram users follow a business.

Instagram can also be thriving within the influencer advertising house. Final yr, it was the most-used platform for influencer advertising within the U.S. – and extra entrepreneurs are planning to make use of Instagram for his or her campaigns in 2023. 

To high it off, greater than half of video entrepreneurs ranked Instagram as the most effective platform for ROI, engagement, and lead era final yr.

Placing It All Collectively

It is too early to ring the alarm bells on Instagram. Its person base remains to be rising, and it has nice attain with folks below 35. Nevertheless, there is no denying that Instagram as we all know it is lifeless, and entrepreneurs should adapt.

Improve your website with effective technical SEO. Start by conducting this  audit.  

Supply hyperlink