When Gen Z Write the Marketing Script: What Brands Can Learn
By Emily SmithOct 31
With around 1.4bn monthly active users, Instagram is a massive platform and hugely popular all over the world. With the rise of influencers, people can make a living there (or at least get some free stuff).
We’ve already looked at the most liked posts on Instagram, but which accounts have the most Instagram followers?
Scroll down to discover the top 20 accounts, ranging from soccer players to musicians to brands.
20. Neymar (219m followers)
We start the list with Brazilian football player Neymar, who plays as forward and captain for Saudi Pro League club Al Hilal and the Brazil national team.
On his account, he posts about his professional career, pictures of his family, and collaborations with brands.
19. Kourtney Kardashian (224m followers)
Next, we have Kourtney Kardashian, our first member of the Kardashian-Jenner family. Her account is filled with selfies, advertisements, promoting her vitamin and supplements brand Lemme, and glimpses into her private life.
18. Nicki Minaj (229m followers)
Unsurprisingly, this list has many musicians, and Nicki Minaj is the next one on the list. Her account is just like you’d expect – lots of pictures from her tours and events, her personal life, and even a few of her fans.
17. Jennifer Lopez (253m followers)
Next up is Jennifer Lopez. Another actor and musician on the list, Jenni from the block also puts a fair bit of effort into her Instagram account. With the usual fare of behind-the-scenes photos, music promotion, and videos, JLo also has a range of Story Highlights from events she attends and hashtags she’s created.
16. Virat Kohli (266m followers)
Next, we have the Indian cricketing superstar Virat Kohli. He’s the third-most-followed athlete on our list, and the most-followed cricket player on this platform. He uses his account to post about his matches, behind-the-scenes content, and his collaborations with brands.
15. Taylor Swift (282m followers)
Next, we have Taylor Swift, who coincidentally is the second-most influential person on X.
But success on X doesn’t necessarily translate to being boosted to the top of the list on Instagram.
That said, Swifts strategy on Instagram of posting shots from performances, promotions of her latest work and activities (along with the usual selfies and personal life posts) is successful.
14. National Geographic (284m followers)
Next, we have our first brand on the list — National Geographic, the nature magazine.
With Instagram being a visual platform, National Geographic has taken full advantage by posting up photos from its slew of photographers.
Stunning images and videos from around the world have unsurprisingly been popular with users.
13. Justin Bieber (293m followers)
Here’s the Biebs. Being one of the biggest pop stars on the planet, it’s no surprise he made the list – with over 293 million followers.
His account is a bit goofier than those of your average pop stars, including photos of him hanging out with celebrity mates or cartoon versions of himself.
12. Kendall Jenner (294m followers)
Here’s another member of the Kardashian-Jenner family, Kendall Jenner.
Her account mostly features the promotion of her photoshoots and fashion work, selfies, and pictures of her (not very) private life.
11. Nike (306m followers)
Our second brand on the list, Nike, has realized how valuable a big social media presence is. The account is by no means just ticking a box – instead, it’s a masterclass in running a successful account.
It fits and changes with the brand, and there’s a good mix of video and photos.
With a strong theme and high-quality posts, it’s no surprise Nike is one of the few brands to break into the top 20.
10. Khloé Kardashian (310m followers)
Next, we have another member of the Kardashian and Jenner family (and it’s not the last entry on this list). She and her family have found great success on the platform, using it to post about their lives, businesses, and activities.
9. Beyoncé (320m followers)
Next, we have Queen Bey herself. Along with ranking high on the list, her pregnancy announcement was once the most-liked post on Instagram.
Her account itself is mostly made up of shots from her performances and professional work, with a few more personal posts among them.
8. Kim Kardashian (364m followers)
The second-to-last Kardashian or Jenner on the list and, arguably, the most famous.
Her account is similar to those of her family members and features photoshoot content, pictures of her attending events, and little snapshots of her personal life, including old family photos.
7. Ariana Grande (380m followers)
Another musician on the list is global superstar Ariana Grande.
One of the most famous and popular singers on the planet, it’s natural she’d be so popular on Instagram — the third-most-followed woman on the platform.
Her feed is full of pictures of her performing, meeting other celebrities, and your general depictions of living the life of a pop star.
6. Dwayne ‘The Rock’ Johnson (397m followers)
Our one and only wrestler in the top 20 is Dwayne ‘The Rock’ Johnson.
Star of the WWE and now world-famous actor, he takes the 6th spot.
Not many surprises on his account – there are lots of shots from filming, pictures of him in the gym, and posts about his family.
5. Kylie Jenner (400m followers)
Another Kardashian and Jenner entry. Kylie Jenner once held the top spot for most-liked Instagram post, and she’s still in the Top 20.
Her account itself focuses on her work and personal life, with many baby pics and photos with her partner.
4. Selena Gomez (429m followers)
A past regular fixture in the most-liked Instagram posts list is musician and actor Selena Gomez.
Her account is the usual pop star fare of selfies, herself at events, and pictures of her friends, but it also includes a few political posts around subjects like women’s rights.
3. Lionel Messi (500m followers)
Next up, we have soccer player Lionel Messi, forward and captain for Major League Soccer club Inter Miami and the Argentinian national football team.
One of the world’s most famous players, his Instagram is full of shots of him playing, a look at his own personal life, and an insight into other events he attends.
2. Cristiano Ronaldo (622m followers)
We now reach our most followed human on Instagram: Cristiano Ronaldo. Forward and captain of the Portuguese national team as well as the Saudi Professional League club Al Nassr, he’s one of the best footballers the world has known - and his following is not slowing. When it comes to his feed, there are few surprises. There are lots of family pictures, shots of him playing football, and plenty of images of him generally experiencing the good things in life.
Cristiano Ronaldo was also the first to reach 200 million followers on Instagram.
1. Instagram (669m followers)
Finally, Instagram's official account is way out in front, with over 669m followers.
The feed has a clear purpose – to show off the best and the most interesting people and trends on Instagram. Will anyone ever top Instagram for followers?
Well, if an egg can stay at the top of most liked posts on Instagram for a long time, anything is possible.
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