In 2024, users are spending 16 minutes on average each day on Instagram. While followers have become a slightly less relevant metric, a high follower count can point to a broader brand awareness, high market share and overall relevance for brands and public figures. Plus, it’s interesting to see which accounts keep and retain a large audience — this can help brands identify potential celebrity brand ambassadors and use helpful elements to help social teams hone their own strategies.
With that in mind, let’s explore the most followed Instagram accounts to discover which brands, public figures and organizations have captured audience attention.
Who Is the Most Followed Person on Instagram?
The most followed Instagram accounts are a mix of organizations, celebrities, athletes and more. While the creators themselves are quite different, there are similarities in the content mix among them all. Commonalities include a blend of personal, lo-fi images, promotional content and behind-the-scenes visuals from games, films, photoshoots and more.
Overall, the most followed person on Instagram — not brand or organization — is Cristiano Ronaldo, with over 630 million followers. What makes his celebrity profile and social media presence one of the most followed in the world? Read on to uncover the secret behind Cristiano Ronaldo's massive Instagram following.
The Most Followed Instagram Accounts
Instagram's most followed accounts are a who's who of pop culture, featuring global icons from music, sports and entertainment. These top-tier influencers and celebrities aren't just posting selfies and vacation pics — they're setting trends, launching brands, and engaging with millions of fans daily. Whether it's the latest viral dance, a sneak peek into their luxurious lifestyles, or behind-the-scenes moments from their projects, these accounts offer a front-row seat to the lives of the world's biggest stars. Dive in and discover what makes these profiles so popular.
1. Instagram (@instagram)
- Followers: 676M
- Follower growth rate: 1.43%
- Engagement rate: 0.04%
Of course, Instagram’s own account takes the cake. As one of the first accounts, it acts as a hub of sorts for user’s to learn about new features and changes to the app and platform along with relevant creator spotlights. Instagram also share snippets from its podcast, ‘Close Friends’, where celebrities and creators — who are typically friends — come together to share insights about their friendship, how they use Instagram and how social media impacts their relationships.
Instagram's engagement rate is low because the account primarily serves as a corporate channel rather than a personal one, which can tends to generate less interaction. Despite the lower engagement, its large follower growth rate is driven by its status as the official account for the platform itself.
2. Cristiano Ronaldo (@cristiano)
- Followers: 637M
- Follower growth rate: 3.09%
- Engagement rate: 1.20%
Cristian Ronaldo is arguably one of the most popular athletes worldwide. With stints playing for Manchester United, Real Madrid and Juventus Italy and more, Ronaldo has amassed fans globally. With over 600 million followers, users tune into his account to keep up with Saudi Pro League club Al Nassr and the Portugal national team, along with small updates from his personal life. This mix of professional and personal content, combined with a mix of hi-fi and lo-fi images makes his account a compelling follow for football fans everywhere.
Ronaldo’s engagement rate is also quite high considering his large following. Often, accounts with huge followings can see lower engagement rates, yet Ronaldo’s 3.09% engagement rate implies he’s not just reaching new users, but engaging them effectively, too.
3. Leo Messi (@leomessi)
- Followers: 504M
- Follower growth rate: 1.70%
- Engagement rate: 1.06%
Footballer Messi’s Instagram presence relies on a balance of action shots on the field, brand collaborations with companies like MasterCard, Adidas and promotions from his own beverage brand, Mas by Messi. He uses the link in bio to direct followers to his website, his brand and Apple’s MLS season pass. In addition to this, Messi uses his platform to promote youth causes and more.
Messi’s social presence is a great lesson in balancing a personal brand that includes social responsibility, snapshots of daily life and promotional efforts, which resonates deeply with his following based on his 1.06% engagement rate.
4. Selena Gomez (@selenagomez)
- Followers: 425M
- Follower growth rate: -0.99%
- Engagement rate: 1.11%
Selena Gomez has been the most followed person on Instagram since February 2023, where she surpassed Kylie Jenner and continues to be slightly ahead. Gomez’ following is likely spurned by trending pop culture moments and the enormous popularity of her beauty brand, Rare Beauty. Gomez highlights her philanthropic efforts, including her work with the Rare Beauty Impact Fund which supports mental health across the world, along with behind-the-scenes shots from her film projects (hi, Steve Martin and Martin Short!) and updates on her beauty brand and other projects.
Despite being one of the most followed individuals, Selena's negative follower growth rate could be due to shifts in audience preferences or content fatigue. However, her engagement rate remains solid, driven by her personal connection with fans and her emphasis on mental health and beauty.
5. Kylie Jenner (@kyliejenner)
- Followers: 398M
- Follower growth rate: -0.23%
- Engagement rate: 0.72%
Kylie Jenner continues to be one of the most followed people on Instagram — Jenner has dominated social platforms since she became the ‘queen of Snapchat’ in 2015. Since then, Jenner has leveraged her online popularity into a beauty brand, inspired by her sought-after makeup looks and numerous comments asking about the specific products she used. Jenner shares numerous selfies, short makeup tutorials (often focused on one area or product, like cheeks, lips or eyes), campaign outtakes and lo-fi shots from her daily life.
Jenner’s lower engagement rate is likely attributed to both her high following count and lack of engagement with other accounts — Jenner could increase Instagram growth organically replying to user comments, which could encourage more people to comment, like and share.
6. Dwayne ‘The Rock’ Johnson (@therock)
- Followers: 396M
- Follower growth rate: 0.23%
- Engagement rate: 0.14%
Dwayne ‘The Rock’ Johnson is a former WWE wrestler turned Hollywood star. His Instagram account is a mix of promotional content for film projects, his tequila brand and other professional endeavours, while also leaning heavily into health and nutrition — but specifically cheat meals. Johnson’s outrageous cheat meals are partly responsible for his popularity on the platform, reaching avid gym-goers, foodies and movie fans alike.
The Rock's positive, yet modest engagement follower growth, suggests that while his broad appeal attracts followers, the heavily promotional nature of his content might limit deeper interaction.
7. Ariana Grande (@arianagrande)
- Followers: 377M
- Follower growth rate: -0.80%
- Engagement rate: 0.67%
Ariana Grande’s Instagram strikes the delicate balance between curation, consistency and authenticity. Her feed uses a consistent color palette across personal and promotional visuals, often leaning into a particular aesthetic for different career eras. Right now, her feed is Glenda inspired, with pink tones throughout and even a bio — ‘currently somewhere over the rainbow’ — that dually promotes her new film, Wicked, yet still feels authentic to her stylized and curated social presence.
Grande’s lower engagement could be attributed to her diverse following — while this is great for the following count itself, different fans from different eras might not resonate with everything she shares.
8. Kim Kardashian (@kimkardashian)
- Followers: 361M
- Follower growth rate: -0.70%
- Engagement rate: -0.37%
Kim Kardashian, the queen of the selfie! Kardashian’s Instagram presence is notable for her dedication to taking the perfect photo, which inspired trends like contouring. In addition to selfies, Kardashian shares photos of her famous family and fun content from her businesses and brand partnerships with companies like Beats by Dre.
Kim Kardashian's lower -0.37% engagement rate on Instagram might be lower due to several factors. Firstly, as a long-established public figure, many of her followers might be passive or inactive accounts that were created years ago, leading to fewer active engagements on her posts.
9. Beyonce (@beyonce)
- Followers: 316M
- Follower growth rate: -0.80%
- Engagement rate: 0.60%
Of course Beyonce is one of the most followed people on Instagram. This is largely due to her unparalleled influence in music, fashion and culture. Beyonce has a meticulously curated Instagram feed where she shares outfit picks, tour shots and magazine covers, mostly sticking to selfies.
Despite her fame, she maintains an air of mystery with highly selective glimpses into her personal life — and rarely captioning her posts. Her ability to retain a huge following and ability to balance personal branding with hi-fi content and minimal behind-the-scenes glimpses speaks to her status as a cultural icon. Her modest engagement rate is likely due to the fact that she posts and engages less with her followers, which can result in less audience interaction. Despite her strong brand, the lack of regular content updates may also contribute to her negative follower growth.
10. Khloe Kardashian (@khloekardashian)
- Followers: 307M
- Follower growth rate: -1.14%
- Engagement rate: 0.01%
Khloé Kardashian has a large Instagram following due to her relatability, transparency and how she connects with her audience. While her feed is full of aspirational images, she also shares her successes and setbacks, from her fitness routines to family dynamics, which resonates with audiences who grew to love Khloe Kardashian (and her family) from their eponymous reality show.
Khloé Kardashian's engagement rate on Instagram might be lower because her content, often focuses on fitness and lifestyle, which might not resonate equally with all her followers, leading to selective interaction. Additionally, her posts may compete with content shared by her famous family, which can result in audience fatigue and lower engagement on individual posts.
11. Nike (@nike)
- Followers: 304M
- Follower growth rate: -0.54%
- Engagement rate: 0.07%
While many celebrities on this list could certainly be considered brands of their own, Nike is the first shoe brand from the retail industry on this list. Nike overall does a fantastic job of community-based marketing, like hosting runs in different United States cities which they occasionally feature, celebrating sports and more. They show their commitment to sports by spotlighting the incredible feats of Olympians, professional athletes like rookie of the year Victor Webanyama, Tiger Woods and more. While they do share images of their shoes and their features, their social presence is dedicated to the people that rely on its shoes the most — athletes.
Nike’s large following can likely be attributed to its enormous brand awareness, popularity and status as the best-selling shoe brand in the United States. However, its lower follower growth and low engagement rate may be due to the heavily branded nature of its content, which might not receive the same level of personal connection as individual influencers.
12. Justin Bieber (@justinbieber)
- Followers: 293M
- Follower growth rate: 0.36%
- Engagement rate: 0.82%
Justin Bieber is one of the most followed people on Instagram due to his massive global fan base, cultivated since his early rise to fame as a pop sensation. His Instagram presence includes a mix of personal insights, behind-the-scenes glimpses and small career updates. Bieber’s Instagram presence offers a mix of behind-the-scenes glimpses, like images of his famous wife Hailey Baldwin and updates on his music career.
Bieber's steady follower growth and decent engagement rate reflect his fan base’s loyalty, while his mix of personal and professional content helps maintain a consistent level of interaction with his audience.
13. Kendall Jenner (@kendalljenner)
- Followers: 292M
- Follower growth rate: -0.78%
- Engagement rate: 1.29%
Only a few spots behind her sister, Kendall Jenner has almost 300 million followers on Instagram, she famously claimed the most-liked Instagram photo of all time in 2015. She shares brand collaborations, shots from her day-to-day life, and content from campaigns with her tequila brand, 818. Along with being a member of one of America’s most famous families, she’s also amassed a large following for her style and modeling career.
Despite a decline in follower growth, Kendall's high engagement rate indicates that her audience remains highly interested in her content, particularly her fashion and lifestyle posts. This suggests that while she may be losing followers, those who remain are deeply engaged with her brand.
14. Taylor Swift (@taylorswift)
- Followers: 283M
- Follower growth rate: 1.62%
- Engagement rate: 2.31%
Taylor Swift is known for sharing Easter eggs in her music videos, live concerts and even social media. This is just one reason why Taylor Swift is the 14th most-followed person on Instagram, the other being her immense popularity around the world. Her fanbase is arguably one of the most loyal in the world and eagerly awaits updates, messages and the occasional glimpse into Swift’s real life.
While Swift’s Instagram presence has evolved to include more hi-fi, professionally shot content, this still resonates deeply with her audience, proven by her 1.43% engagement rate. Her consistent follower growth underscores her ongoing relevance and ability to attract new fans while maintaining strong interactions with her existing audience.
15. Virat Kohli (@virat.kohli)
- Followers: 270M
- Follower growth rate:
- Engagement rate:
Virat Kohli is one of the most followed people on Instagram due to his immense popularity as one of the world’s top cricketers, with a career marked by numerous records and achievements that resonate with cricket fans globally. His Instagram account provides a mix of fitness inspiration, brand partnerships, behind-the-scenes glimpses into his life and motivational content, making it appeal to a wide audience beyond just cricket enthusiasts. Kohli's relatable personality and his engagement with fans further boost his appeal, helping him maintain a strong — and growing — presence on the platform.
16. National Geographic (@natgeo)
- Followers: 281M
- Follower growth rate: -0.54%
- Engagement rate: 0.04%
When you think of National Geographic, you probably think of iconic and stunning photography from exotic locales. This makes their brand perfect for Instagram’s visual nature — along with beautiful photos, National Geographic shares tidbits from its longform articles, accompanied with interesting photos that include attention-grabbing text that encourage its audience to read further. They also use their Instagram to share news regarding upcoming media collaborations, like their upcoming streaming special with David Blaine and Disney Plus. This is a perfect content mix to draw users in and give them a reason to follow.
National Geographic's low engagement rate can be attributed to the informational and less interactive nature of its content, which may not inspire as much immediate interaction. However, its steady follower base reflects its strong brand identity and the visual appeal of its posts.
17. Jennifer Lopez (@jlo)
- Followers: 251M
- Follower growth rate: -0.59%
- Engagement rate: 0.17%
Jennifer Lopez is one of the most followed people on Instagram due to her multifaceted career as a singer, actress, entrepreneur and the reason Google Images was created. Her Instagram account blends glamorous photos, behind-the-scenes content and personal moments to showcase her life on and off the stage. This combination of aspiration and relatability from a global superstar is one reason she’s grown and maintained a huge Instagram following.
Jennifer Lopez's declining follower growth and relatively low engagement rate may be due to the promotional nature of her feed, which might not inspire frequent interaction from followers. While her posts are visually appealing, the focus on brand endorsements could lead to lower engagement compared to more personal content.
18. Nicki Minaj (@nickiminaj)
- Followers: 228M
- Follower growth rate: -0.08%
- Engagement rate: 0.25%
Nicki Minaj is another celebrity on this list with a huge and loyal fanbase, which is one reason she remains one of the most followed people on Instagram. Her Instagram profile includes performance updates and visuals, with a smattering of glimpses of her daily life. This is a great way to keep fans in the loop with Minaj’s professional and personal life.
Nicki Minaj's slight decline in follower growth could be due to shifts in musical trends or content preferences among her fan base. Her engagement rate, while modest, reflects the consistent interaction from her dedicated followers — the Barbs — who remain interested in her career and personal updates.
19. Kourtney Kardashian (@kourtneykardashian)
- Followers: 222M
- Follower growth rate: -1.07%
- Engagement rate: 0.25%
The final most-followed member of the Kardashian family, Kourtney Kardashian shares a variety of posts about her family, outfit try-ons and promotions shots for her brands lemme and Poosh. Like other members of the Kardashian and Jenner families, her following can be attributed to their fans investment in their personal and professional lives — Instagram is a great way to share photos and Reels that help fans connect to Kardashian when the reality cameras come down.
Kourtney's negative follower growth and low engagement rate might be due to the oversaturation of Kardashian-related content on social media, which could lead to reduced interest in individual accounts. Additionally, her focus on niche lifestyle content might not broadly resonate, resulting in lower engagement.
20. Neymar da Silva Santos Jr (@neymarjr)
- Followers: 224M
- Follower growth rate: 2.46%
- Engagement rate: 1.63%
Neymar da Silva Santos Jr. is one of the most followed people on Instagram due to his global fame as one of the top footballers in the world, with a career that includes playing for prestigious clubs and representing Brazil in international tournaments. His Instagram account offers fans an inside look at his life on and off the pitch, including content from match highlights and training sessions to personal moments and brand collaborations. Neymar’s charismatic personality, combined with his consistent social media presence help engage fans and showcase his luxurious lifestyle, makes his account highly appealing and keeps his follower count consistently growing.
Neymar's high follower growth rate and strong engagement indicate global appeal and active interaction with fans. His content mix, which includes personal and professional moments, resonates deeply with a wide audience, ensuring consistent growth and engagement.
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FAQs
Which Instagram follows the most people?
While it’s unclear who follows the most people on Instagram, the maximum number of accounts an account can follow is 7,500. If you attempt to follow more, you’ll receive an error message. Some accounts that followed more than 7.5K accounts before this change have retained their large following list, however, they cannot follow more people.
What type of Instagram accounts get the most followers?
Instagram accounts that tend to get the most followers typically belong to celebrities, musicians, athletes and influencers who regularly post engaging, high-quality content. These accounts often offer a mix of personal insights, professional updates and overall visually appealing imagery that resonates with both broad and niche audiences, helping them attract and maintain a large following.
