Instagram is More Popular than TikTok and Facebook; 16.5% of Internet Users Named It Their Number-One Social Media Platform in 2023

Published March 03, 2024

With over 2.4 billion monthly active users and over half a billion people who use it daily, Instagram remains one of the largest social media platforms out there. And while Facebook and YouTube might still have higher user numbers, Instagram is far more popular than the two social media giants.

According to data presented by, 16.5% of social media users named Instagram as their favorite social media platform, more than Facebook, YouTube or TikTok.

Instagram is Twice as Popular as TikTok

The social media landscape is constantly changing and highly competitive, and platforms that can keep users engaged and provide effective advertising solutions are more likely to be successful in the long run. Instagram has always had one of the highest spots in this market. According to HubSpot’s 2023 Social Media Marketing Report, almost one-quarter of marketers said Instagram offered them the biggest potential to grow their audience in 2023, much better than TikTok, Facebook, or YouTube.

Most social media users also named Instagram as their number-one platform. According to the latest Digital 2024 Global Overview Report, 16.5% of social media users aged between 16 and 64 named Instagram their favorite choice, almost 1% more than a year before.

Facebook ranked as the second most popular social media platform, with a 12.8% share among respondents. However, statistics show this represents a drop compared to the previous Global Overview report, in which 14.2% of social media users named the platform their top choice.

The DataReportal survey also showed that Instagram is twice as popular as TikTok. Although both platforms and their short-form formats have been game changers in the social media landscape, only 7.4% of respondents said TikTok is their favorite choice.

X, formerly Twitter, ranked in the middle of the list with a 3.2% share among social media users in 2023, the same as the year before. The survey showed Line, Pinterest, and Snapchat were the least popular among social media users, with 1.7%, 1.5%, and 1.3% shares, respectively.

People Spend 15 Hours and 50 Minutes Per Month on Instagram

Besides being the most favorite platform in the social media space, Instagram is also one of the most used. The 2024 Digital Global Overview Report showed Android users spent an average of 15 hours and 50 minutes using Instagram per month in 2023 or nearly four hours more than the year before.

TikTok remained an absolute king in this category, with an average of 34 hours and 08 minutes spent using its app in one month, roughly 10 hours more than in 2022. YouTube and Facebook were also ahead of Instagram.

Statistics show YouTube users spent over 28 hours per month using the app in 2023, and Facebook followed with an average monthly usage time of 19 hours and 47 minutes. Snapchat was at the back of the list with three hours and 33 minutes, still 20 minutes more than the year before.

Jastra Kranjec

Jastra is an editor, writer, and PR specialist with years of experience in news, research, and report writing. Over the years, she has covered different topics and markets, including social media, digital content, the creator economy and the entertainment industry.