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It's been a long time since Instagram last revealed how much time users spend in the app per day, but on the one-year anniversary of Instagram stories, the company is finally releasing numbers that rival its greatest competitor: Snapchat.

  • Users under the age of 25 spend more than 32 minutes a day on Instagram, on average
  • Users age 25+ spend more than 24 minutes a day, on average
  • Why it matters: For months, Snapchat has touted high engagement stats — the average user spends 30 minutes on its app per day, up from 25 minutes in January — but Instagram wouldn't reveal updated time-spent metrics.

Now we know that Instagram users are using the app at roughly the same rate as Snapchat users, with younger users driving the time spent engagement numbers up. Instagram says the release of Stories has helped increase the amount of time people spend on Instagram.

Sound smart: The fact that we measure time spent on a certain media properly daily is nuts, but it's the future. In a smartphone-dominated world where any media company can reach almost anyone at anyone time, the battle has shifted from how many people can you reach to how much time out of a person's day can you capture.

Instagram continues to be a platform for businesses:

  • In the last month, over 50% of businesses on Instagram produced an Instagram Story
  • One in five organic stories from businesses gets a direct message

The top locations, hashtags, and face filters used in Instagram Stories, via Instagram:

Top location tags:

  1. Jakarta, Indonesia
  2. São Paulo, Brazil
  3. New York, NY
  4. London, UK
  5. Madrid, Spain

Top hashtags:

  1. #GOODMORNING
  2. #WORK
  3. #GOODNIGHT
  4. #MOOD
  5. #HAPPYBIRTHDAY
  6. #TBT
  7. #LOVE
  8. #HOME
  9. #BOMDIA (means hello or good day in portuguese)
  10. #RELAX

Most popular face filters:

  1. Puppy ears
  2. Sleep mask
  3. Bunny ears
  4. Love with the heart-shaped darts)
  5. Koala ears

Go deeper

Biden says presidency "will be determined" by outcome of spending plans

President Biden walks with House Speaker Nancy Pelosi after addressing the House Democratic caucus on Thursday. Photo: Jim Watson/AFP via Getty Images

President Biden told the House Democratic caucus Thursday "my presidency will be determined" by the votes he wants in the next week on his $1.75 trillion social safety net expansion and $1.2 trillion infrastructure package.

Driving the news: Biden made the comment, according to a source in the room, as he tried to rally support for the $1.75 trillion package. House Speaker Nancy Pelosi acted immediately, calling for a vote on the $1.2 trillion bipartisan infrastructure bill later in the day.

Ben Geman, author of Generate
49 mins ago - Energy & Environment

China declines to speed emissions cuts in new UN pledge

A view of the skyscrapers in the haze in Shanghai, China, in December 2020. Photo: Feature China/Barcroft Media via Getty Images

Chinese leaders are sticking with a prior target to bring the country's carbon emissions to a peak before 2030, according to documents filed with the United Nations Thursday under the Paris climate agreement.

Why it matters: The new documents come just days ahead of the UN climate summit (COP26) in Glasgow. China is by far the world's largest greenhouse gas emitter, and its emissions path is key to whether the temperature-limiting goals of the Paris agreement can remain within reach.

Updated 2 hours ago - Politics & Policy

Biden lays out $1.75 trillion "framework" before Europe departure

President Biden in Kearny, N.J., on Oct. 25. Photo: Michael M. Santiago/Getty Images

President Biden announced Thursday a "framework" for $1.75 trillion in social program and climate change spending after failing in prior efforts to win over his fellow Democrats on a much broader and costlier package.

Why it matters: Biden is gambling that by proclaiming the broad contours of the proposal, which he immediately began selling in a meeting with House Democrats before jetting off to Europe, progressives will vote for his $1.2 trillion infrastructure plan if and when House Speaker Nancy Pelosi brings it to the floor.