Instagram is still the go-to platform for influencer culture, and will be for the foreseeable future. More than 1 in 3 of the world's internet users are on it, and nearly half of all marketers use it for influencer marketing.
Whether you’re in marketing, media, or brand strategy, there's quite a lot you can learn from the ones who command most attention on the app. Even if these mega-celebs seem out of reach, what they do can serve as inspo for your content decisions and campaign tactics.
Below, you'll find the current list of the most-followed Instagram accounts this year.
- Who cares about the most followed Instagram users, anyways?
- Instagram, the platform itself, is the most followed account.
- 1. Cristiano Ronaldo
- 2. Leo Messi
- 3. Selena Gomez
- 4. Dwayne "The Rock" Johnson
- 5. Kylie Jenner
- 6. Ariana Grande
- 7. Kim Kardashian
- 8. Beyoncé
- 9. Khloé Kardashian
- Final thoughts: What does this mean for me?
Who cares about the most followed Instagram users, anyways?
If you work in digital marketing, brand strategy, or influencer outreach, you should.
Instagram still hits that sweet spot between reach and engagement. TikTok may win on short-form virality, but the barrier to entry is low. Anyone can go viral without building a real audience. YouTube and Twitch offer deeper engagement, but it’s harder to scale quickly.
Instagram gives you both: broad visibility and meaningful interaction.
It’s where people follow creators they actually care about. It’s also where content gets shared privately among friends in DMs, stories, and comment threads. That ecosystem makes Instagram uniquely powerful for building community and moving culture.
And yes, follower count still matters because it's a signal. When you're planning campaigns, scouting collabs, or measuring digital influence, these accounts act like benchmarks. They lead the way in content formats, move products with a single post, and oftentimes dictate where attention flows next.
These top 10 influencers aren’t just celebrities, they’re cultural powerhouses.
Instagram, the platform itself, is the most followed account.
Followers: 688M
Posts: 8,021
Handle: @instagram
Ironically, the most-followed account on Instagram is Instagram.
The platform uses its own page as a curated showcase of global culture and platform creators. It features top users, rising trends, viral moments, and timely causes. You’ll find everything from fashion reels to social justice campaigns, all in one carefully curated and aesthetically pleasing scroll.
They cover celebrities at the Met...
...just as quickly as they'll feature a micro-influencer you might not have seen before.
They were creating their own hashtags back when hashtags were a thing.
And they participate (a little bit) in modern meme culture.
If you're trying to understand what works on the platform today — editing styles, copywriting, content types, and all — this account (and the ones they feature) is the blueprint.
| Year | Milestone |
|---|---|
| 2010 | First post published (now deleted) |
| 2016 | Launched “#WeeklyFluff” to promote animal influencers and community engagement |
| 2017 | Began spotlighting global creators through “@design,” “@shop,” and theme weeks |
| 2020 | Amplified social justice voices during BLM protests; record engagement on advocacy posts |
| 2021 | Rolled out Reels, heavily featuring creators using the format on the main page |
| 2022 | Hit 500M followers and began showcasing mental health awareness campaigns |
| 2023 | Introduced creator collabs on the main feed and partnered with influencers like @khaby.lame |
| 2024 | Featured a global Creator of the Month series and interactive Stories takeovers |
| 2025 | Surpassed 675M followers, now used as the flagship showcase for cultural moments and IG trends |
1. Cristiano Ronaldo
Followers: 653M
Posts: 3,883
Based in: Portugal
Handle: @cristiano
From football legend to fashion icon, Ronaldo's content blends high-performance sports, luxury lifestyle, family moments, and international endorsements.
Ronaldo’s rise on Instagram mirrors his career: relentless, disciplined, and consistently headline-worthy. Whether he’s posting training clips, behind-the-scenes from games, or major sponsorships, every post drives massive engagement.
In fact, he alone has published 8 of the world's 20 most liked Instagram posts. The fact that nearly 1 in 3 of Instagram's more than 2 billion active users is a testament to football's ability to transcend international borders and unite us together.
And for marketers, he represents the gold standard of personal branding at scale.
| Year | Milestone |
|---|---|
| 2012 | Early posts centered around football training and Real Madrid matches |
| 2017 | Hit 100M followers—first male athlete to do so |
| 2018 | Announced Juventus transfer on Instagram, gaining 5M+ followers in one week |
| 2020 | Became the first person to reach 200M followers on the platform |
| 2021 | Returned to Manchester United; Instagram post became one of the most-liked ever |
| 2022 | Posted emotional tribute to late son, breaking global engagement records |
| 2023 | Joined Al Nassr (Saudi club), drawing global media attention and regional brand deals |
| 2024 | Launched CR7 wellness and lifestyle product line using Instagram as a launchpad |
| 2025 | Surpassed 630M followers, solidifying status as the most-followed individual globally |
2. Leo Messi
Followers: 504M
Posts: 1,352
Based in: Argentina
Handle: @leomessi
Widely regarded as one of the greatest footballers of all time (and by millions, THE greatest), Messi uses Instagram primarily to share football content. But he also displays a more personal side: family life, behind-the-scenes moments, training clips, and occasional sponsor content.
His humble tone, combined with global fame, exemplifies what it means to be the GOAT.
His following surged after key moments: his Copa América win, World Cup victory, and high-profile transfer to Inter Miami. And like Ronaldo, he's posted several of the world's most liked Instagram posts, including the most liked (his photo post-2022 World Cup win).
| Year | Milestone |
|---|---|
| 2013 | Joined Instagram and began posting sporadically about matches and family |
| 2021 | Won Copa América with Argentina; celebratory post breaks 20M+ likes |
| 2022 | World Cup win with Argentina; trophy photo becomes the most-liked post in Instagram history (and still is to this day) |
| 2023 | Signed with Inter Miami; introduced American audience to his off-field persona |
| 2023 | Collaborated with Adidas and Apple TV for Messi in America docuseries |
| 2024 | Shared family content from Miami life; boosted engagement from U.S.-based fans |
| 2025 | Surpassed 500M followers, the second person (behind Ronaldo) to ever do it |
3. Selena Gomez
Followers: 420M
Posts: 2,089
Based in: United States
Handle: @selenagomez
She’s come a long way since Wizards of Waverly Place and her transition to the music industry shortly thereafter.
As an adult, Selena Gomez is more than a pop star. She’s a multihyphenate: singer, actress, producer, entrepreneur, and mental health advocate. Her Instagram reflects all of it.
She’s built a following not just through celebrity status, but through vulnerability.
Selena shares unfiltered moments, talks openly about health struggles, and mixes in glam with realness. Even the “promotional” “artist stuff” feels more down to Earth than your average.
That balance has made her one of the most relatable A-listers on the platform.
| Year | Milestone |
|---|---|
| 2016 | Becomes the most-followed woman on Instagram (then ~100M followers) |
| 2017 | Opens up about lupus diagnosis and kidney transplant, sparking worldwide support |
| 2020 | Launches Rare Beauty; uses Instagram to promote mental health awareness campaigns |
| 2022 | Stars in Only Murders in the Building; BTS content drives massive engagement |
| 2023 | Collaborates with Sephora and expands Rare Beauty globally |
| 2024 | Goes viral for candid makeup-free photos and mental health PSAs |
| 2025 | Cracks 420M followers, consistently ranked as the most-followed woman on Instagram |
4. Dwayne "The Rock" Johnson
Followers: 393M
Posts: 8,084
Based in: United States
Handle: @therock
Nobody owns a nickname like The Rock. What started in the wrestling ring became one of the most bankable brands in Hollywood. And on Instagram.
Dwayne Johnson rose to fame through the WWE in the late ‘90s, where his charisma and iconic catchphrases made him a fan favorite. He later transitioned into film, starring in blockbuster franchises like Fast & Furious, Jumanji, and Black Adam. But it’s his online presence that makes him "cool" to the average person.
On Instagram, The Rock mixes gym routines, cheat meals, motivational messages, tequila promos (his brand, Teremana), and content that truly comes from the heart.
It’s high-energy, high-charisma content that feels personal, even when it’s product placement.
| Year | Milestone |
|---|---|
| 2011 | Starts posting regularly during Instagram's rise |
| 2016 | Named world’s highest-paid actor, edging out Robert Downey Jr.; Instagram becomes a key personal brand tool |
| 2019-20 | Launches Teremana Tequila, promoted almost entirely through his IG content |
| 2020 | Workout and motivation videos go viral during COVID lockdowns |
| 2021 | Launches ZOA Energy drink; brand grows rapidly via IG-driven marketing |
| 2024 | Partners with Under Armour and continues film promotions via IG stories and reels |
| 2025 | Announced as a lead star in Martin Scorsese’s upcoming film, alongside Leo DiCaprio and Emily Blunt |
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VIEW CAMPAIGNS5. Kylie Jenner
Followers: 393M
Posts: 7,210
Based in: United States
Handle: @kyliejenner
Kylie grew up in the spotlight thanks to Keeping Up with the Kardashians, but she isn’t just famous for being a Kardashian. She built her empire on image, and she knows exactly how to wield it. Her Instagram is a steady stream of high-glam shots, curated brand moments, and behind-the-scenes glimpses into her ultra-luxury lifestyle.
Every post is intentional, and almost always about her.
Kylie's always stood out to us as the most digitally fluent of the family. She leaned into platforms like Vine and Snapchat before they were cool, which built her core Gen Z audience. That digital-first mindset laid the groundwork for launching Kylie Cosmetics, a brand she scaled almost entirely through social media.
| Year | Milestone |
|---|---|
| 2013 | Becomes a teen social media star on Snapchat and Vine, building a digital-native fanbase |
| 2015 | Launches Kylie Lip Kits, which sell out in minutes thanks to IG promotion |
| 2018 | Named the youngest “self-made” billionaire by Forbes (via Kylie Cosmetics) |
| 2020 | Expands beauty brand globally; Instagram becomes the core marketing engine |
| 2021 | Goes viral multiple times for fashion-forward pregnancy reveals and baby content |
| 2023 | Collaborates with brands like Balmain and Dior; IG doubles as a visual lookbook |
| 2024 | Launches Kylie Baby and teases lifestyle content tied to motherhood and wellness; launches fashion brand Khy shortly after |
| 2025 | Nears 400M followers, maintaining status as one of the most influential women online |
6. Ariana Grande
Followers: 375M
Posts: 387
Based in: United States
Handle: @arianagrande
She went from Nickelodeon actress to global music icon—and Instagram helped power that rise.
Her feed is a blend of dreamy aesthetics, tour snapshots, fashion-forward moments, and low-key personal posts.
One thing you'll notice about her is just how well her feed matches. You can go back over a year, and everything from mirror selfies to album announcements and brand collabs use the same filters and color palettes.
| Year | Milestone |
|---|---|
| 2013 | Transitions from Victorious actress to rising pop star; IG becomes key fan channel |
| 2017 | Manchester concert bombing; tribute posts draw global attention and support |
| 2018 | Drops Sweetener and Thank U, Next back-to-back; IG used to tease visuals and lyrics |
| 2020 | Becomes one of the most-followed women on Instagram (~200M) |
| 2021 | Announces marriage to Dalton Gomez with surprise wedding post (25M+ likes) |
| 2023 | Begins teasing Wicked movie role with cast behind-the-scenes and set photos |
| 2024 | Collaborates with REM Beauty and Glossier; product teasers drive record traffic |
| 2025 | Passes 370M followers, maintaining elite status in pop and beauty culture alike |
7. Kim Kardashian
Followers: 356M
Posts: 6,399
Based in: United States
Handle: @kimkardashian
What started as reality TV turned into a multi-billion-dollar media empire—powered largely by Instagram. Kim’s feed is part high fashion, part brand promo, part cultural moment. Whether she’s wearing archival Mugler or launching a new SKIMS drop, she controls the narrative every time she posts.
She’s also one of the first to truly commercialize influence. Before “influencer” was a job title, Kim was already doing it, turning selfies into sales and appearances into brand equity.
| Year | Milestone |
|---|---|
| 2014 | Becomes one of the most-followed celebrities on Instagram during KUWTK’s peak |
| 2016 | Launches KKW Beauty; uses Instagram to debut products and promo campaigns |
| 2019 | Announces ambition to become a lawyer; legal activism content gains traction |
| 2020 | Posts viral family photos with Kanye and kids during lockdown, sparking global buzz |
| 2021 | Launches SKIMS shapewear brand; sells out products using teaser posts on IG |
| 2023 | SKIMS lands cover of TIME’s 100 Most Influential Companies; celebrated across social media |
| 2024 | SKIMS expands into men’s and loungewear; IG becomes primary marketing channel |
| 2025 | Passes 360M followers, remains a masterclass in platform control and personal branding |
8. Beyoncé
Followers: 311M
Posts: 2,381
Based in: United States
Handle: @beyonce
Beyoncé doesn’t post often, but when she does, the internet pauses.
Her Instagram presence is intentional, elegant, and fiercely curated. Unlike most Instagram influencers, Beyoncé rarely captions her posts. There are no off-the-cuff selfies or casual updates. Every post is a statement, whether it's a high-fashion photoset, a jaw-dropping announcement, or a visual art drop.
Her rise to IG stardom mirrors her evolution as an artist, entrepreneur, and philanthropist. From pop icon to creative director of her own narrative, Beyoncé uses Instagram not for frequency, but for impact. She’s one of the few stars who grows influence by saying less, not more.
She also uses the platform to spotlight Black artists, support social justice causes, and promote her brands, like Ivy Park and Cécred.
| Year | Milestone |
|---|---|
| 2012 | Joins Instagram with a single caption: “Hey world, it's B!” |
| 2017 | Breaks internet with twin pregnancy reveal (6.33M likes in 8 hours) |
| 2018 | Posts first look from Coachella performance (later released as Homecoming) |
| 2019 | Uses IG to promote The Lion King soundtrack and direct fans to African artists |
| 2021 | Partners with Adidas to launch Ivy Park; uses IG to debut each campaign visually |
| 2022 | Drops Renaissance album; rollouts tied to mysterious visuals and cryptic posts |
| 2024 | Launches Cécred, her haircare brand, teased with iconic throwback photos on IG |
| 2025 | Nets 2025’s highest concert gross: $56 million at LA’s SoFi stadium (after notably skipping the Met Gala) |
9. Khloé Kardashian
Followers: 303M
Posts: 4,676
Based in: United States
Handle: @khloekardashian
Khloé has carved out a unique digital lane: part glam, part grit, and all-in on transparency.
While she shares the family’s signature luxury aesthetic of flawless selfies, red carpet moments, and curated outfits, Khloé also leans into vulnerability. She’s spoken openly about body image, motherhood, heartbreak, and personal growth. That openness has made her the most relatable member of the Kardashian-Jenner clan.
She’s also a savvy businesswoman. From her Good American fashion brand to her involvement in The Kardashians reboot on Hulu, Khloé uses Instagram as a lifestyle engine and a sales tool.
Her blend of unfiltered honesty and brand polish keeps followers engaged and loyal.
| Year | Milestone |
|---|---|
| 2014 | Gains traction with candid posts during Keeping Up with the Kardashians peak era |
| 2016 | Launches Good American denim brand; promotes body inclusivity on IG |
| 2018 | Gives birth to daughter True; emotional motherhood posts drive record engagement |
| 2020 | Opens up about body transformation journey, sparking global conversation |
| 2022 | Stars in Hulu’s The Kardashians; behind-the-scenes content becomes IG gold |
| 2023 | Posts about surrogacy journey and growing her family; widely praised for openness |
| 2024 | Expands Good American into activewear and essentials, marketed primarily on IG |
| 2025 | Launches Khloud, a line of health-conscious snacks, with the debut item being a protein-packed popcorn |
10. Justin Bieber
Followers: 294M
Posts: 7,766
Based in: United States
Handle: @justinbieber
The Biebs is the original social media success story.
Scooter Braun discovered him on YouTube as a teenager, where he was catapulted to fame by viral talent alone. But it’s Instagram where he’s grown up in front of the world, evolving from teen heartthrob to married pop icon with a deeply loyal fanbase.
His Instagram tells the full story: music milestones, mental health reflections, candid moments with wife Hailey, and faith-centered content. He’s raw, real, and rarely filters things or tries too hard. In fact, he posts multiple times per day (and it’s clear he’s the one doing it).
Bieber's not just famous because of social media. He’s proof that it can build a career from the ground up.
| Year | Milestone |
|---|---|
| 2008 | Discovered by Scooter Braun on YouTube; goes viral with “One Time” at age 15 |
| 2015 | Rebrands with Purpose era; uses Instagram to showcase new, mature image |
| 2018 | Marries Hailey Baldwin; wedding posts dominate social media for weeks |
| 2020 | Opens up about Lyme disease and mental health struggles, earning global support |
| 2021 | Drops Justice album; IG becomes a hub for promo and gratitude to fans |
| 2023 | Teases fashion collabs and skincare ventures with Hailey through joint content |
| 2024 | Takes a break from touring and posting regularly; fan engagement remains strong |
| 2025 | Passes 300M followers, maintaining his spot as one of the most-followed artists online |
Final thoughts: What does this mean for me?
Every single person on this list has been posting for years. We’re talking thousands of posts, many with daily consistency that spans over a decade. These accounts weren’t built overnight.
And guess what? None of these influencers are new. They all had a head start. Whether it was YouTube, Vine, early Instagram, or cable TV, every one of them had a first-mover advantage.
Here’s what that really tells you:
Time in the market beats timing the market.
If you’re still sitting around waiting for the “perfect moment” to start pushing content or building a personal brand? Forget it. The best time to start was 10 years ago. The second-best time is right now.
Consistency > timing
Is finding the best time to post on Instagram helpful? Sure. But what matters way more is showing up again, and again, and again.
These influencers didn’t only post when it was convenient. They posted constantly, even when it wasn’t polished, even when it didn’t go viral. And over time, that consistency compounded.
Social media isn't the business, it's the vessel.
These people don’t rely on social media. They use it to amplify what they’re doing off the platform.
- Kim Kardashian launched SKIMS and built a billion-dollar shapewear brand, promoted entirely through her own channels.
- Selena Gomez connects with followers on mental health, but she’s also simultaneously running one of the fastest-growing beauty brands, and the world's first mental fitness ecosystem.
The strategy here is simple:
Stay relevant by creating value in the world, then let your social media echo that relevance.
What does this mean for you?
- Start building now.
- Post like it’s your job, even if it isn’t yet.
- Make plays in real life that you can bring back to your feed.