More than a billion people log in to Instagram every month, sharing everything from travel diaries to biometric face filters. What many of those users do not realize is that Instagram, owned by Meta, absorbs dozens of data points every time they scroll, like, or post.
Knowing exactly what is collected-and how often that data slips into the wrong hands-matters whether you are a casual scroller or a social-media professional responsible for client accounts.
This report delivers on two promises: first, a snapshot of the latest Instagram privacy statistics for 2024, including confirmed breach figures and data-collection practices; second, a practical checklist you can follow today to keep your profile as secure as possible.
Key Instagram Privacy Statistics at a Glance (2024)
-
€405 million - Instagram was fined €405 million in 2022 under the GDPR for mishandling children's data, one of the largest penalties issued to date.
-
€1.2 billion - the largest GDPR fine ever, imposed on Meta in May 2023 for unlawful EU-to-US data transfers involving Facebook user data.
-
Not disclosed - Instagram has not released recent figures on what proportion of accounts are set to private.
-
Not disclosed - adoption rate of Instagram's two-factor authentication (2FA); Meta has not released recent uptake numbers.
These figures outline what is known-and where information gaps remain-about Instagram privacy statistics as of 2024.
How Much Data Does Instagram Actually Collect?
Instagram's appetite for personal information rivals that of any major social network. Instagram collects data from three distinct sources: data users hand over directly, signals gathered from their devices, and behavioral inferences. The breadth of Instagram's data collection powers its ad targeting and recommendation algorithms.
Official Permissions Requested by the Instagram App
Like most social media apps, Instagram requests access to a range of hardware and software features when it is installed.
On iOS, Instagram requests similar permissions but allows users to restrict ad tracking on an app-by-app basis through Apple's App Tracking Transparency prompt.
If you later change your mind, you can revoke most of Instagram's requested permissions in your device settings at any time.
Data Types Stored on Instagram Servers
Beyond basic permission grants, Instagram servers store the core payloads associated with each account: profile details, photos, videos, and-by default-direct messages in an unencrypted form, although users can enable end-to-end encryption for specific chats.
The platform also keeps a record of every user's ad-interaction history.[¹] Alongside these artifacts, Meta derives inferred interest categories that help personalize content. According to Meta's own transparency resources, the personal data signals it collects underpin the consumer-profiling techniques that power its recommendation and advertising engines.[²]
Instagram vs. Other Platforms: Comparative Privacy Metrics
Independent permission audits indicate that Instagram requests a range of device permissions comparable to those sought by many leading social apps, including access to the camera and microphone.
Instagram actively encourages users to share precise location through its geotagging features, whereas X (Twitter) gathers only approximate location by default and offers precise location sharing as an optional setting.
Snapchat also relies on location and camera data for its core functions, illustrating how widespread these practices are across the social-media landscape.
Documented Instagram Data Breaches You Should Know
For users, the distinction between scraping and internal compromise matters little-their contact details still end up on dark-web forums after these incidents. Below is a chronology of the biggest Instagram data breach events and Meta's responses.
2023 Leak of 17.5 Million User Records
Cyber-security researchers spotted a trove of 17.5 million Instagram records for sale online. The cache reportedly contained phone numbers and partial physical addresses, exposing sensitive contact details of many users.
2021 Scraped Profile Database on Unsecured Server
Evidence indicates that several scraped-profile databases were uncovered in 2021, so the dataset you are referring to was likely discovered that year, but the exact incident needs to be specified for full confirmation.
While no passwords were exposed in this dataset [there was no data breach, Instagram says - Help Net Security], the presence of any publicly accessible troves of user information still raised privacy concerns.
Financial & Legal Fallout of Instagram Breaches
Regulators have not been shy about penalizing Meta. The Irish Data Protection Commission hit Instagram with a €405 million fine for mishandling children's data.
Across the Atlantic, Meta paid $68.5 million to settle allegations that Instagram collected Illinois users' facial-recognition data without consent. Those headline figures still pale next to Meta's record-setting €1.2 billion GDPR penalty tied to EU-to-US data transfers.
User Behavior & Perception Statistics
Even as headlines about leaks pile up, users still flock to the platform. Surveys show that people worry about privacy but rarely change default settings. Meta has generally kept detailed adoption statistics for two-factor authentication and account-privacy controls confidential, although it has on occasion released limited figures-for example, disclosing that 950,000 of 1.5 million Facebook Protect accounts were using 2FA.
Most-Used Privacy Settings on Instagram
Instagram offers several quick-access privacy controls-such as switching to a Private Account, hiding your Activity Status, or restricting comments on individual posts-that many users explore when they want added protection. However, Meta does not publish adoption figures for these options, making it difficult to confirm exactly how widely any single control is used.
Can People See If I Look at Their Instagram a Lot?
For now, the answer is no. Instagram does not reveal who views your profile; it only provides aggregate metrics (e.g., total profile visits) through Insights.
Top Concerns: Targeted Advertising, Location Tracking, & Harassment
Concerns over digital privacy often focus on three areas: targeted advertising, location tracking, and online harassment. A 2012 Pew Research Center survey found that about 68% of U.S. internet users were uncomfortable with targeted advertising. Many people also express unease about the collection of location data through mobile devices and the potential for harassment in online environments.
Instagram’s Privacy Policy & Global Regulations
Meta's 2024 privacy policy reiterates its "legitimate interest" claim for data processing. Beyond Europe, many jurisdictions are updating or introducing privacy frameworks, encouraging Instagram to adapt its practices accordingly.
Key Points in Instagram’s 2024 Privacy Policy Update
-
Data retention: The update describes how long Instagram may keep backups and other user information, noting that retention periods can vary depending on operational requirements.
-
Third-party sharing: Instagram explains that it can share certain information with business partners for advertising and analytics. Instagram's business partners may receive user data for advertising and analytics purposes. [Source]
-
Automated processes: The policy notes that automated systems help personalize content and ads while providing users with some tools to manage their experience.
GDPR Fines and Compliance Statistics
Since 2022, GDPR penalties aimed at Instagram and other Meta services exceed €585 million. These substantial financial sanctions highlight how regulatory pressure can spur broad changes in platform design and policy.
Myth-Bust: The 5-3-1 Rule and 3-Second Rule
Both guidelines function as engagement hacks rather than privacy tools. Marketers use the 5-3-1 formula-five likes, three comments, and one follow-to spark reciprocity and boost visibility (The 5-3-1 Rule: A Simple Formula to Boost Instagram Engagement). Creators who successfully hook viewers in the first three seconds often see significantly higher reach-potentially several-fold-when their hold rate is above roughly 60 %.
Practical Privacy Checklist for Instagram Users
Use this Instagram privacy settings checklist as your to-do list. Knock out the basics first, then layer on advanced tools.
-
Switch to a Private Account.
-
Enable two-factor authentication (2FA) via text message, an authenticator app, or a security key.
-
Review and revoke unnecessary camera, mic, and location permissions in your phone settings.
-
Turn off Activity Status and Hide Like Counts to limit behavioral data.
-
Use the Restrict feature to silence harassers without alerting them.
-
Download your data archive to know exactly what Instagram stores.
-
Rotate passwords with a reputable manager like 1Password or Bitwarden.
-
Beware of third-party apps promising follower boosts; most require risky account access.
Step-by-Step: Securing Your Account
-
Users can toggle their Instagram account to Private via Settings → Privacy → Account Privacy.
-
Navigate to Security → Two-Factor Authentication and choose Text messages or an Authenticator App, then follow the prompts.
-
Adjust your story visibility settings to control who can view your stories.
-
Use Instagram's built-in tools to quietly limit unwanted interactions without outright blocking someone.
Built-In Tools: Privacy Checkup, Limit, Restrict
Privacy Checkup walks you through who can see your posts, profile, and stories. Limit temporarily hides comments and DMs from non-followers or recent followers, a useful shield during harassment spikes. Restrict lets you approve a user's comments before anyone else can see them, reducing confrontations.
Recommended Third-Party Security Tools
Combine Instagram's built-in protections with trusted third-party helpers:
-
1Password can generate unique, complex passwords.
-
Bitwarden can also create unique, complex passwords.
-
Authy supports multi-device 2FA codes, letting you retrieve login prompts on more than one device.
-
Consider adding a reputable browser anti-phishing extension to flag suspicious login pages before you enter your credentials.
Future Outlook: Emerging Privacy Trends on Instagram
Instagram's next privacy battlefields are encryption, AI moderation, and data portability. Meta has already pledged end-to-end encryption across all messaging surfaces, but regulators warn that implementing such encryption could hamper abuse detection. At the same time, policymakers are increasing pressure for simpler data transfers between platforms, pushing Instagram to develop export tools that remain both user-friendly and secure.
AI Moderation vs. User Privacy
Privacy advocates argue that automated moderation systems may store additional metadata-such as on-device photo analysis-that could extend data retention timelines. Meta states that it reviews roughly 1,400 product features each month to ensure privacy compliance and has invested more than $8 billion since 2019 to keep its data-handling practices in check.
Data Portability and Interoperability
Instagram's "Download Your Information" tool lets you export photos, captions, and message history in a single ZIP file. Industry watchers expect usage of this feature to climb as EU interoperability deadlines approach, nudging platforms to make account migration easier.
Conclusion
Instagram's footprint is massive, and so is the pile of data it holds about each user-from location pings to unencrypted DMs. The 17.5 million-record leak and hundreds of millions in GDPR fines prove that even the world's biggest social network is far from breach-proof.
The good news: you are not powerless. Switching to a private profile, enabling 2FA, pruning permissions, and using Restrict or Limit can slash your exposure in minutes. Run the checklist above, share it with colleagues, and keep an eye on new research-because the next headline-grabbing breach may be just a scroll away.