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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

2 hours ago - World

Brazil begins distributing AstraZeneca coronavirus vaccine

Containers carrying doses of the Oxford/AstraZeneca vaccine arrive in Brazil. Photo: Maurio Pimentel/AFP via Getty Images

Brazil on Saturday began distributing the 2 million doses of the AstraZeneca coronavirus vaccine that arrived from India Friday, Reuters reports.

Why it matters: Brazil has the third highest COVID-19 case-count in the world, according to Johns Hopkins University data. The 2 million doses "only scratch the surface of the shortfall," Brazilian public health experts told the AP.

Sullivan speaks with Israel's national security adviser for the first time

Israeli national security adviser Meir Ben Shabbat U.S. Photo: Mazen Mahdi/Getty Images. U.S. national security adviser Jake Sullivan. Photo: Chandan Khanna/Getty Images

U.S. national security adviser Jake Sullivan spoke on the phone Saturday with his Israeli counterpart Meir Ben Shabbat, Israeli officials tell Axios.

Why it matters: This is the first contact between the Biden White House and Israeli prime minister's office. During the transition, the Biden team refrained from speaking to foreign governments.

Biden speaks to Mexican president about reversing Trump's "draconian immigration policies"

Mexican President Andrés Manuel López Obrador. Ismael Rosas/Eyepix Group/Barcroft Media via Getty Images

President Biden told his Mexican counterpart, Andrés Manuel López Obrador, on a phone call Friday that he plans to reverse former President Trump’s “draconian immigration policies.”

The big picture: The Biden administration has already started repealing several of Trump’s immigration policies, including ordering a 100-day freeze on deporting many unauthorized immigrants, halting work on the southern border wall, and reversing plans to exclude undocumented people from being included in the 2020 census.