Meta says Instagram has 3 billion users. But who counts?

Instagram has always been pretty precocious. Now, just ahead of its 15th birthday, we have a new measure of its global fame — and it is on a level far beyond the dreams of regular teenagers.

Meta CEO Mark Zuckerberg announced Wednesday that the once-humble photo-sharing app, which he had the foresight to buy for a mere $1 billion in 2012, now has more than 3 billion active users. That's an extraordinary achievement, and not just because Instagram had barely cracked 30 million monthly active users at sale time.

Three billion is nearly 37 percent of the population of Earth. If it were a country, Instagram would be larger than India (which has the largest Insta audience), China, the U.S. and the E.U. combined. The Roman Empire, the British Empire, the American whatever-this-is — they can only dream of this level of conquest.

No empire, real or virtual (and these days who can tell the difference), has ever been forged this quickly. Even Instagram's older sibling, Facebook, only just hit 3 billion users in January, at the ripe age of 21. Instagram, launched on Oct. 6, 2010, is the true prodigy of the social media family. (WhatsApp is Meta's middle child; the company says it has 3 billion users too, but your mileage may vary on whether it counts as social media.)

Based on these growth numbers, there's every reason to believe Instagram will soon overtake big brother, and become synonymous with social media in the 2020s (and maybe even 2030s) the way Facebook was in the 2010s. (TikTok is on Insta's tail, but currently eating its dust with an estimated 1.6 billion active users.)

Just as Alexander the Great was said to have wept when there was no more of the then-known world to be conquered, Zuckerberg may well lament that there are less than 5 billion smartphone users who could possibly download his app. (It's still banned in China, which Alexander couldn't reach either.)

Who counts as an Instagram 'user'?

But how does Zuckerberg's Meta count Instagram's "active users," anyway? And does it matter as much as the hype suggests?

It's an important question because Zuckerberg has been zigging and zagging on his metrics of late. In July, the company simply said that 3.48 billion people used the Meta "family of apps" — and that they did so every day. The last time Zuckerberg broke out Instagram's user number, on a quarterly call for investors and analysts in 2022, he pinned it at 2 billion monthly active users, which is the more frequently-used number. (MAUs are what we've used for TikTok and WhatsApp above.)

And Monthly Active Users (MAUs) is what Zuck meant this week, according to his Threads post. One that threw in a Breaking Bad GIF — "billions, with a b" — for extra swagger.

So why switch from monthly to daily and back again? Is counting users as simple as receiving pings from servers when they log in, or is fuzzy math involved? Are we talking across all devices and web browsers, or smartphones only? Mashable reached out to Meta and asked them to walk us through the MAU-counting process, but the company is staying tight-lipped for now.

Still, there is some evidence to suggest that a Monthly Active User ain't what they used to be — and that counting the amount of time spent on the app may be a more relevant metric.

Take me, for an extreme example. Technically, I'm a Monthly Active User of Instagram. I'm part of the three billion-strong empire! But what that means is practice is that once or twice a month, I'll look someone up via their handle. I posted a grand total of two photos in 2024, and 15 in 2023, continuing a decline since 2020. According to Screen Time on my iPhone, my Instagram usage has dropped to an average 18 seconds a day.

Why? My feed has long felt too clogged with ads and algorithmic recommendations for me to truly enjoy it (and I'm far from alone on that front, especially given the controversial feed changes of 2024). The brand new redesign, which hides the post button and prioritizes DMs and Reels, makes Insta feel less friendly (at least to this user) than ever. It's a far cry from the app I loved in the 2010s (when at least one Mashable staffer declared an Instagram addiction, and I wasn't far off myself).

Why time on Instagram may be a better metric

Meta doesn't provide any kind of time-spent-on-app data for Instagram. Estimates from multiple online data services suggest it's around 32 minutes daily per Insta user, worldwide.

That might sound like a lot, but the number hasn't shifted since 2022. Previous to that, time on Instagram was increasing year on year. Now it may have flatlined.

TikTok is ahead of Insta here. The ByteDance app may have a billion-with-a-b fewer users overall, but those users spend an estimated average of 56 minutes every day on the app.

And that particular engagement figure is only going to become more relevant as the smartphone app market becomes saturated — as every single one of us downloads both apps on our phones, basically. The MAUs will encompass more and more of us, because who doesn't look at the occasional Reel or TikTok when their friends send one?

Minutes of usage per day may not be the only metric that matters, but it is a growing part of a complicated social media picture.

For now, perhaps the clearest snapshot of the social media landscape emerges if you multiply number of billion MAUs by daily average usage minutes. Do that math for TikTok, and you get 89. Do it for Instagram, you get 96.

The 'gram still wins, but TikTok is too close for comfort — close enough to take the swag out of Zuckerberg's boast.

This column reflects the opinions of the writer.