Instagram itself tops its own platform with 686 million followers, surpassing all celebrities and public figures in 2025.
The battle for individual account supremacy remains intense. Cristiano Ronaldo stands at the summit with 651 million followers, while Lionel Messi claims the third spot with 504 million. The platform's elite circle includes Selena Gomez who commands 421 million followers. Dwayne Johnson and Kylie Jenner share equal influence with 394 million followers each, and Ariana Grande's account reaches 376 million people.
Our analysis of these prominent accounts reveals their content strategies and engagement metrics. Let's head over to the complete list of Instagram's most-followed accounts and discover the elements that make them thrive in the digital world.
1. Cristiano Ronaldo (@cristiano)
Image Source: Instagram
Cristiano Ronaldo stands supreme among Instagram's elite with an astounding 651 million followers. He became the first person to reach a billion followers on social media platforms. His remarkable experience started in January 2020 when his Instagram account crossed 200 million followers.
Cristiano Ronaldo's Instagram Content Strategy
The Portuguese superstar's feed features meticulously curated, high-quality visuals that project perfection. His content showcases:
- Fitness and workout routines reinforcing his athletic image
- Family moments creating emotional connections with fans
- Brand integrations that feel authentic rather than forced
- Professional achievements and game highlights
His daily posts alternate between photos, carousels, and Reels to maximize algorithm visibility. His multilingual captions help maintain global appeal, creating content that exceeds cultural barriers.
Cristiano Ronaldo's Follower Demographics
Ronaldo leads as the most-followed individual worldwide. He ranks #1 in Brazil and tops the Sports with a ball category. His massive following extends to other platforms, with 170.5 million Facebook followers and 113 million on X. This shows his universal appeal clearly.
Cristiano Ronaldo's Engagement Metrics
Ronaldo maintains a respectable 0.87% engagement rate despite his enormous following. His posts average 5.6 million likes and 37,400-64,000 comments. The likes-to-comments ratio stands at 150.5—rated "Good" compared to similar accounts. His personal life content drives more engagement than professional posts. Photos featuring his family or lifestyle receive twice as many likes as football-related content.
How Cristiano Ronaldo Monetizes His Instagram
Ronaldo's Instagram presence yields extraordinary financial results. Each sponsored post commands USD 1.5-2 million. This translates to potential earnings of USD 17-24 million yearly from Instagram alone. His social media influence reaches beyond mere earnings. His move to Juventus caused the club's shares to surge by 15%, adding nearly €300 million (USD 354 million) to the club's market value.
2. Lionel Messi (@leomessi)
Image Source: Instagram
Lionel Messi ranks third among Instagram's most followed accounts with an impressive 505 million followers. His social media influence matches his legendary status on the soccer field.
Lionel Messi's Rise to Instagram Fame
The Argentine soccer star saw his popularity skyrocket after leading his nation to victory in the 2022 FIFA World Cup. His post celebrating with the trophy became the most-liked Instagram post in history with over 72 million likes. This broke the previous record of a photo of an egg that had 58 million likes. His success on the field brought him 49 million new followers in November and December 2022 alone, showing how sports achievements can boost social media numbers rapidly.
Lionel Messi's Content Types
Messi's 1,345 posts show a well-balanced mix of content:
- Professional highlights and match footage
- Family moments and personal milestones
- Brand partnership content
- Inter Miami CF updates since his move to MLS
His posts average 3.46 million likes with a 0.77% engagement rate. While these numbers are slightly below Ronaldo's engagement metrics, Messi employs cross-posting on multiple platforms to strengthen his message. His followers are mostly male (72%) and young (85% under 34). Brazil leads with 12% of his audience, followed by India (8.1%), Argentina (6.5%), and the United States (6.2%).
Lionel Messi's Brand Partnerships
Each sponsored post on Messi's Instagram brings in around $2.5 million. His ongoing partnership with Adidas, which began in 2017, has helped him reach billionaire status. He also works with several major brands:
- Apple TV for MLS coverage
- Stanley's mate collection (launched November 2024)
- Hard Rock Cafe
- Michelob Ultra
- Saudi brands including Visit Saudi and Sayyar clothing
Since March 2024, his social media channels have created $52 million in adjusted ad value—2.5 times more than the Super Bowl champion Kansas City Chiefs. His authentic approach to partnerships shines through especially with products like the Stanley mate collection, which connects with his Argentine heritage.
3. Selena Gomez (@selenagomez)
Image Source: Instagram
Selena Gomez takes a refreshingly casual approach to social media. She stands as the third most followed person on Instagram with 421 million followers. She breaks from celebrity norms of meticulous social media planning and admits, "I'm not sure there's a method to my madness".
Selena Gomez's Instagram Evolution
Her path from Disney star to multi-hyphenate entrepreneur shows a remarkable transformation on Instagram. She moved past Taylor Swift to claim the top spot in March 2016 and kept growing her following. She became the first woman to reach 400 million followers. Her feed reflects her style transformation from "tween icon to grown-up glamazon". She often shares makeup-free selfies that showcase her natural skin and freckles.
Selena Gomez's Engagement Tactics
Her current engagement rate sits at 0.44%, yet she maintains strong metrics with 1.85 million average likes per post. Her strategy works through:
- Questions in captions that boost comments
- Authentic behind-the-scenes moments
- Candid, unplanned content
- A mix of professional photos and casual videos
A simple photo of her drinking Coca-Cola got 4 million likes and became the most-liked Instagram photo at that time.
How Selena Gomez Balances Personal and Professional Content
She captures Instagram moments naturally and says, "It comes in a moment when I capture something happening, and I go, 'Oh, that would be great for Instagram'". Her content mix features:
- Candid personal moments and family celebrations
- Mental health advocacy and awareness posts
- Music and film project promotions
- Tour life behind-the-scenes glimpses
Selena Gomez's Rare Beauty Promotion Strategy
Selena makes use of Instagram to promote Rare Beauty, her makeup line that serves a purpose beyond cosmetics. Her approach combines:
- Brand integration into her personal story
- A pledge of 1% of all sales to support mental health
- Creation of a safe, inclusive space celebrating imperfections
- Spotlight on Rare Impact Fund's mental health initiatives
She stays authentic despite her massive following. She once laughed at fans who thought she "rented out the grocery store for a photo shoot" while she was simply shopping with her tour photographer.
4. Dwayne Johnson (@therock)
Image Source: Instagram
Dwayne "The Rock" Johnson ranks 4th among Instagram's most popular personalities with an impressive 394 million followers. The former wrestler turned Hollywood star has built a massive social media presence over the years with more than 8,000 posts.
The Rock's Authentic Instagram Approach
"Be authentic, be real and try to make sure every social post has a quality and meaning behind it" - these words guide Johnson's social media strategy. His genuine approach shines through when he responds to comments and direct messages. Personal moments blend seamlessly with promotional content, workout videos, and motivational messages on his feed.
The Rock's Workout Content Performance
Fitness content serves as the life-blood of Johnson's Instagram strategy. Millions of viewers tune in to watch his intense training sessions. His detailed workout routines attract significant attention, like the three-minute upper body circuit that combines seated cable flies, seated rows, dips with chains, and chest-supported rows. These fitness posts consistently outperform standard promotional content.
The Rock's Celebrity Collaborations
The Under Armor partnership stands as Johnson's most successful celebrity-brand endorsement in fashion and retail. Their mutually beneficial alliance began in January 2016 when the Project Rock 1 sneaker vanished from shelves within 24 hours. The collaboration grew to include multiple collections, featuring HOVR technology in 2020 and Project Rock Global Ambassador Lindsey Vonn.
The Rock's Project Promotion Strategy
Johnson's massive following serves as a powerful business asset. Each sponsored post brings in $1.5 million, leading to annual Instagram earnings between $7.9-10.8 million. His business ventures - Teremana tequila, Seven Bucks Productions, and ZOA energy drinks - come to life through storytelling rather than traditional advertising.
5. Kylie Jenner (@kyliejenner)
Image Source: Instagram
Kylie Jenner stands among Instagram's most influential figures with 393 million followers. She shares the fifth position with Dwayne Johnson on the platform. Her impact goes beyond numbers and has transformed how social media creates wealth.
Kylie Jenner's Instagram Business Model
Instagram serves as the life-blood of Jenner's business ecosystem. She has shared 7,190 posts and maintains an "Average" engagement rate of 0.44%. Her posts receive 1.7 million average likes. The numbers tell an impressive story of her Instagram earnings. She generates between USD 760,728 and USD 1,042,197 monthly as of March 2025. This adds up to USD 9.1-12.5 million annually. Advertisers might pay up to USD 1,969,834 for a single sponsored post.
Kylie Jenner's Visual Esthetics
Jenner's Instagram feed shows a careful balance of luxury and relatability. Her content revolves around Lingerie & Intimates, Fashion Trends, Adult Modeling, Beauty, and Women's Fashion. The consistent color schemes and lighting create a visual story that reinforces her brand identity. Her seemingly spontaneous content results from calculated decisions that encourage engagement while keeping an authentic feel.
Kylie Jenner's Product Launch Strategy
Jenner uses her massive reach to showcase her brands, with regular mentions of @kyliecosmetics, @khy, and @drinksprinter in her bio and posts. She creates buzz through limited availability tactics and special "drops". Her fashion brand Khy collaborated with Poster Girl, which she promoted as "probably our sexiest collection yet". The Cosmic 2.0 fragrance launch spread across multiple posts to boost visibility. Her talent for converting social media attention into sales shines through collaborations with emerging designers. Her work with Atlein saw an impressive 5,079% year-on-year increase in earned media value.
6. Ariana Grande (@arianagrande)
Image Source: Instagram
Ariana Grande ranks sixth among Instagram's most followed accounts, with her powerful social media presence reaching 376 million followers. The pop superstar's distinctive Instagram approach sets her apart from other celebrities.
Ariana Grande's Instagram Posting Frequency
The superstar takes a "more is more" approach, unlike typical users who post once or twice daily. She shares three assets to her feed daily in back-to-back sequence. Her feed shows 375 total posts, and she shares multiple versions of the same photograph in quick succession. This creates rows of related content. Her followers now expect content series with clear beginnings, middles, and endings, making her style predictable yet captivating.
Ariana Grande's Music Promotion Tactics
The singer has become skilled at building anticipation through strategic Instagram campaigns. Her strategy involves:
- Strong teaser campaigns for upcoming songs and albums
- Countdowns to major releases
- Instagram Stories showing behind-the-scenes glimpses
- Brief but intriguing video previews
This approach contributed by a lot to "Thank U, Next" becoming YouTube's most-watched music video within 24 hours of release. Her r.e.m. beauty campaign partnership with Instagram proved successful, generating 25K+ filter posts and over 73 million impressions.
Ariana Grande's Fan Engagement Approach
Grande manages to keep personal connections with fans despite her massive following. Her posts attract an average of 1 million likes with a likes-to-comments ratio of 22.1K. Her engagement rate stands at 0.28%, falling below average, likely due to her enormous follower count.
Instagram Stories serve as her platform to encourage two-way communication. She often asks fans questions during performance preparations. The platform serves as more than just a promotional tool - it's her genuine connection channel with fans. Her authentic social media presence earned between $669,330 and $916,982 at the time of March 2025. These earnings could reach $8-11 million annually if this level continues.
7. Kim Kardashian (@kimkardashian)
Image Source: Instagram
Kim Kardashian, dubbed the "One True Queen" of the platform, has turned Instagram into an extension of her empire with 357 million followers. She ranks 7th among the most followed Instagram accounts globally.
Kim Kardashian's Instagram Evolution
Her social media presence shows an impressive 6,387 posts, with a feed showcasing everything from glamorous photo shoots to intimate family moments. Her wedding photo with Kanye West pulled in 2.4 million likes, proving she knows how to turn personal milestones into viral content. She focuses on lingerie, fashion trends, adult modeling, and relationships, which helped her reach global rank #12 worldwide and country rank #4 in France. Her current engagement rate stands at 0.23%, yet she maintains 812,576 likes per post with a "good" likes-to-comments ratio of 166.8.
Kim Kardashian's SKIMS Marketing Strategy
Kim's Instagram presence propels her SKIMS brand effectively, which has grown into a multi-billion dollar success. Her marketing strategy shows:
- She creates spectacular attention-grabbing campaigns, including a massive 60-foot balloon of herself in Times Square
- A dedicated SKIMS account boasts 6.7 million followers
- Her bio prominently features SKIMS ("@SKIMS @SKKYPARTNERS")
This innovative shapewear line, described as "the next generation of clothing and underwear", shows how she converts social influence into commercial success. Her Instagram monetization potential reaches between $643,204 and $881,190 monthly, potentially adding up to $7.7-10.5 million annually.
Kim Kardashian's Controversy Management
Kim's influence goes beyond mere numbers—her opinions can reshape platform policies. She and Kylie Jenner shared a post in 2022 asking Instagram to "Make Instagram Instagram Again", and Instagram CEO Adam Mosseri was quick to react with a public statement. Industry experts noted, "History shows that when a Kardashian or Jenner talks about your platform, you should probably listen". This references Kylie's 2018 Snapchat criticism that wiped $1 billion off its market capital. Kim has also handled personal controversies skillfully, such as the backlash over her Balenciaga scandal response, showing her strategic approach to digital reputation management.
8. Beyoncé (@beyonce)
Image Source: Instagram
311 million followers make Queen Bey one of Instagram's most followed accounts globally. Her carefully crafted presence shows her massive brand influence.
Beyoncé's Curated Instagram Esthetic
Beyoncé takes Instagram seriously. She works with a "visual director" who photographs and catalogs her looks since 2005. Her feed serves as a digital archive where each post adds to a bigger visual story. She led the way in using Instagram's three-image grid effectively. Her posts create seamless rows when viewed on her profile page. She stuck to this grid format even after Instagram's algorithm started separating consecutive posts. This showed how much she cares about visual excellence.
Beyoncé's Strategic Post Timing
Beyoncé posts differently than most celebrities. She doesn't follow regular schedules but releases content with purpose. Her digital strategist Lauren Wirtzer-Seawood explains, "We take a very strategic approach to platforms". She turns off comments on many posts to control conversations about her content. This careful restraint builds excitement. Each post becomes an event rather than just another update.
Beyoncé's Visual Storytelling Techniques
Her visual album "Black is King" proves she excels at telling stories through images. Her content typically has:
- Themed borders or backgrounds that create visual flow
- Collage styles mixing stills and video elements
- Video collages with carefully chosen music
- Smart use of carousel features to tell multi-layered stories
Beyoncé's Limited Caption Approach
Beyoncé's posts rarely come with captions. This simple style lets her visuals speak for themselves. The rare times she uses captions become special moments. She wrote a touching birthday message about becoming "a new mother of 3" and renewing vows with her husband. This minimal text approach makes viewers interpret content themselves. They become "decoders" who create their own meaning.
9. Khloé Kardashian (@khloekardashian)
Image Source: Instagram
Khloé Kardashian stands out among her family members as an Instagram powerhouse. Her follower count has surged by over 33% over the last several years, securing her spot among the platform's top 10 most followed accounts worldwide.
Khloé Kardashian's Content Categories
Khloé's Instagram feed showcases Kids Fashion, Lingerie & Intimates, Romantic Relationships & Dating, Shopping & Fashion, Travel, Love & Intimacy, and Baby Fashion. She posts 1-2 times daily, striking a natural balance between professional and personal content. Her social media philosophy centers on spreading positivity through uplifting quotes and mantras. "Just as much as I need a little boost in my day, I would assume one out of the 133 million followers I have might want to see the same thing I want to see," she explains.
Khloé Kardashian's Brand Partnerships
The youngest Kardashian sister has built mutually beneficial alliances that match her personal brand:
- Fabletics: She became the brand's face in 2025 and created an activewear collection that combined her "passion for fashion and working out"
- Ipsy: A year-long partnership with this beauty subscription service reached their millennial audience through a social-first campaign
- AF Drinks: She introduced this New Zealand alcohol-free drinks brand to her massive following
- Good American: Her denim brand worked with Dolly Parton in April 2025 to launch the "Joleans" collection
Note that Khloé stays transparent by marking sponsored posts as #ad or #sponsored, especially as her family faces FTC oversight.
Khloé Kardashian's Family-Focused Content
Khloé has developed her unique identity beyond being Kim and Kourtney's sister. She serves as her family's supportive backbone. Kris Jenner, her mother, describes her as "the most amazing, uplifting, cheerful, positive, most incredible cheerleader" who runs a family group text to encourage her siblings. This nurturing attitude shapes her social media presence. "I think the world right now, we have too much negativity at our fingertips", she notes, choosing instead to "highlight the positive".
10. Justin Bieber (@justinbieber)
Image Source: Instagram
Canadian pop icon Justin Bieber stands tenth among the most followed Instagram accounts with 294.7 million followers. His multifaceted content approach has made him a powerhouse on social media.
Justin Bieber's Instagram Transformation
Bieber's presence on Instagram has changed dramatically over the years. He started 2024 by posting healthy-looking selfies and talked about "new beginnings". His appearance has shifted noticeably, which has made fans worried about dramatic changes in his look.
Justin Bieber's Music Promotion Strategy
Bieber's way of promoting music on Instagram has raised some eyebrows. His 2020 single "Yummy" campaign turned aggressive when he posted pictures of babies with the #yummy hashtag. He also shared an infographic that told fans what to do on different platforms:
- For Spotify: "Create playlists with yummy on repeat and stream it. Don't mute it. Play at low volume. Let it play while you sleep."
- For iTunes: "Buy the song multiple times on Justin's website."
- For YouTube: "Don't skip ads. Don't mute it. Don't repeat. Refresh."
Justin Bieber's Personal Life Sharing
Bieber gives his fans glimpses of family life with wife Hailey through candid photos of her at restaurants. The couple had their son Jack Blues in August 2024. He speaks openly about personal challenges, sharing his struggles with feeling fake and managing anger.
Justin Bieber's Faith-Based Content
Beyond promotional posts, Bieber's faith-focused content shows his spiritual growth. He makes it clear: "Many people would mistake me for a religious man, which I am not. Religion points out your flaws and perpetuates discouragement". His relationship with faith runs deeper as he talks about following Jesus, saying his "perspective of God has switched from fear to LOVE". A special moment came when he shared his baptism with Hailey, which he called "one of most special moments of my life".
His Instagram earnings are impressive. March 2025 estimates show he makes USD 562,301 to USD 770,352 per post, which could add up to yearly earnings between USD 6.7-9.2 million.
11. Kendall Jenner (@kendalljenner)
Image Source: Instagram
Supermodel Kendall Jenner stands at 12th place among Instagram's most followed accounts with 288 million followers. She has established herself as a powerhouse in both fashion and social media worlds.
Kendall Jenner's Modeling Portfolio Showcase
Reality TV show "Keeping Up With The Kardashians" launched Jenner's career, but she quickly became a legitimate fashion force at 5'11" (180 cm). Her modeling journey began at age 14, and within a year, she graced runways at global fashion weeks. Her impressive portfolio showcases prestigious brands such as:
- Marc Jacobs, Givenchy, Chanel, Fendi, Versace, and Dior
- Victoria's Secret Fashion Shows (multiple appearances)
Forbes solidified her fashion world status by naming her the world's highest-paid model in 2017. This remarkable achievement showed how far she had come from her reality TV beginnings.
Kendall Jenner's Brand Collaborations
Jenner's powerful influence makes her a valuable partner for luxury brands. Estée Lauder picked her as their brand ambassador in 2015, recognizing her as "the ultimate Instagirl" with exceptional social media influence. Longchamp's campaigns featured her as a "21st-century Amazon", highlighting her commanding presence.
She expanded beyond traditional fashion partnerships by creating signature product lines. These ventures include a hair product line with Formawell and an ongoing partnership with Adidas Originals.
Kendall Jenner's Engagement Metrics
The numbers behind Jenner's Instagram success tell an impressive story. She maintains a 0.83% engagement rate (rated "Good" compared to similar accounts). Her posts average 2.39 million likes and 5,900 comments, with a likes-to-comments ratio of 401.8.
These metrics translate into substantial earnings. Her estimated monthly income ranges from USD 633,411 to USD 867,773. This adds up to potential yearly earnings between USD 7.6-10.4 million from Instagram alone.
12. Taylor Swift (@taylorswift)
Image Source: Instagram
Taylor Swift has turned Instagram into her personal storytelling canvas. The pop superstar commands an impressive following of 281.7 million followers and uses the platform as a central hub for her music empire.
Taylor Swift's Strategic Album Promotion
Swift's marketing brilliance shined through her 2024 album "The Tortured Poets Department" campaign. She surprised fans on Instagram by revealing a double album named "The Anthology" with 15 extra songs. She worked with major platforms to create unique experiences. Instagram added a special countdown feature that appeared when users refreshed her profile. Threads enhanced the experience with shimmer effects and heart animations for album-related hashtags.
Taylor Swift's Fan Interaction Approach
Swift's connection with fans goes far beyond promotional content. She builds genuine relationships with her audience by:
- Responding to fan messages and sharing fan-created content
- Highlighting fan art and fan covers
- Creating anticipation through cryptic posts
Her personal approach deepens fan loyalty, as she acknowledges, "And now the story isn't mine a
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