Among the most-used social media platforms, Instagram has emerged as a celebrity favorite for establishing an online presence and connecting with fans all around the world. The app has proven especially fruitful for entertainment professionals, whose follower counts now serve as a tangible barometer of their digital resonance and worldwide fame.
Ever since the app debuted in 2010, its potential was widely looked up to. With over two billion active monthly users now (via Statistica), actors, musicians, brands, influencers, institutions, sportspersons, and even governments actively maintain their accounts and use the platform to connect with the right audience. The Instagram brand account still boasts the highest follower count on, but among the numerous celebrities posting daily to get ahead in the race, who has seized the spotlight in 2023?
Check out the 10 most followed celebrities on the platform, excluding brand accounts:
10. Kendall Jenner – 293m
Justin Bieber is now surpassed by the eldest Jenner sister, who took his place as the 10th most-followed celebrity on Instagram. Since joining in 2011, the 27-year-old media personality turned supermodel has amassed an incredible 293 million followers. On the app, Kendall Jenner frequently shares updates about her most recent brand partnerships, runway appearances, many trips, and behind-the-scenes glimpses into her daily life.
After first making an appearance on her family’s reality series Keeping Up with the Kardashians, Kendall started modeling at the age of 14. Since then, her family has grown to be among the richest and most powerful in America, with each of the Kardashian-Jenner sisters pursuing a variety of careers and ventures. Kendall currently has a $60 million net worth, a huge sum of which comes from her brand promotions on Instagram.
9. Khloé Kardashian – 311m
The ninth spot on the list is taken by the youngest of the three Kardashian sisters, Khloe. Her rise to fame was the same KUWTK series, after which, she starred in her own show with her former husband, Lamar Odom. The 39-year-old media personality boasts a 311 million follower count on Instagram, where she posts every bit about her life, from professional to personal, and actively promotes her clothing brand.
Khloe has been involved in various retail and fashion businesses along with her sisters Kourtney and Kim. She currently owns a successful clothing line dedicated to body acceptance, called Good American. Khloe also acts as an ambassador for many international brands and models for various fashion designers. She earns close to a million dollars for every sponsored post on Instagram.
8. Beyoncé – 315m
Singers aren’t any less popular than actors, and if we’re talking about icons like Beyoncé, she can leave many A-list actors in the dust with her massive fan following. Our Queen Bey, one of the greatest entertainers of the 21st Century, owns the eighth spot on the list with 315 million followers (and 0 followings). She is the most-awarded female artist of all-time, and has won 32 Grammys.
The 41-year-old singer, songwriter, and businesswoman never fails to captivate her audience with dazzling pictures from her numerous tours and public appearances. Unlike many celebs, she likes to keep her personal life private and thus, only posts to promote her music tours. Her sizable followers count on the app brings her multi-millions every year for posting.
7. Kim Kardashian – 363m
At this point, the Kardashian-Jenner family appears to own the Instagram audience, easily dominating the top 10 list. The infamous Kim Kardashian ranks above her sisters Kendall and Khloe in the Instagram game, and entertains 363 million followers with glimpses into her luxurious life every day. The 42-year-old personality has developed a significant presence online through her reality show, opulent lifestyle, and stunning physique.
Kim has evolved a lot over the years, from being a viral internet star to a billionaire businesswoman and socialite. She has a number of endorsement deals under her name and runs various profitable businesses, including a skincare brand called Skkn, a clothing brand called Skims, and a makeup brand called KKW Beauty. Kim’s Instagram feed is populated with pictures of her children and extended family.
6. Ariana Grande – 378m
Ariana Grande has found herself in the middle of controversy following her split with her ex-husband Dalton Gomez. However, all the rumors and criticisms have not affected her undying popularity on social media. Back in Sept. 2020, Ariana Grande broke the record and became the first woman to reach over 200 million followers on Instagram. The 30-year-old singer and actress is still ruling three years later with an amazing 378 million follower count.
Ariana Grande has been in the spotlight since the age of 15 and has become a successful singer, actress, and businesswoman. She owns a makeup line named R.E.M. Beauty, distributed at Ulta Beauty, which is frequently featured on her Instagram feed. She has also secured various endorsement deals throughout the years, making more than a million dollars per promotional post on Instagram.
5. Dwayne Johnson – 389m
The only mainstream actor on the list, Dwayne Johnson ranks as the fifth most-followed celebrity on Instagram with 389 million followers. His lively personality and spontaneous posts have won over everyone’s hearts. His popularity doesn’t come off as surprising since The Rock is where millions of WWE fans and the cult following of the Fast & Furious franchise meet.
The star mostly posts about his daily life, such as his workouts, outings with his children, fishing trips, etc. His down-to-earth personality and enchanting aura keep fans hooked to his feed. The 51-year-old actor is counted among the world’s highest-grossing and highest-paid actors. Unlike every other celebrity, The Rock has also turned his Instagram profitable through sponsored posts.
4. Kylie Jenner – 398m
Just shy of the 400 million mark, the most popular and youngest Kardashian-Jenner sister ranks fourth with 398 million followers on Instagram. Kylie Jenner is also the youngest celebrity on the list, she keeps fans hooked to her social media with her vibrant lifestyle and unmatched fashion. At 22 years of age, she became the youngest self-made billionaire in 2019, and gained immense popularity afterward.
Kylie has been in the spotlight ever since she was 10, and gained fame through KUWTK. However, she has grown up to be a successful businesswoman running a billion-dollar makeup company called Kylie Cosmetics. Her Instagram serves as the main marketing platform for her brand, where she regularly posts and promotes her new launches. She is paid more than $1.2 million per post on Instagram (via BBC).
3. Selena Gomez – 427m
The most-followed woman on Instagram in 2023 is still the world’s most-loved singing prodigy Selena Gomez, with 427 million followers. After her rise to prominence by starring as Alex Russo on the Disney Channel television series Wizards of Waverly Place, Gomez grew up to become an international sensation and the most influential pop star in the modern era. She was also the first person to reach 100 million followers on Instagram, back in 2016.
Gomez is a successful singer, actress, producer, and businesswoman, and also uses her Instagram to actively advocate for mental health awareness. Her beauty brand Rare Beauty is set to become a billion-dollar business anytime soon, and Gomez has already soared to $800 million net worth this year. A sizable amount of her income also comes through brand endorsements, all thanks to her 427 million massive followers list.
2. Lionel Messi – 483m
If you don’t already realize the popularity of soccer, the top two most-followed celebrities on the list will change your mind. Argentine Lionel Messi holds the second spot on the list with 483 million followers on Instagram. He is widely regarded as one of the greatest players of all-time, alongside Cristiano Ronaldo. The 36-year-old has received a record-setting seven Ballon d’Or awards as the world’s top male player.
Messi was the world’s highest-paid soccer star for five years out of six between 2009 and 2014. Since a large portion of his earnings come from endorsements, SportsPro has consistently listed him among the world’s most marketable athletes since the start of its research in 2010. He has been a leading brand endorser for Adidas since 2008, and he also owns a premium lifestyle brand called The Messi Store. His Instagram page is jam-packed with paid content, in addition to snippets from his matches and family outings.
1. Cristiano Ronaldo – 600m
Cristiano Ronaldo continues to reign supreme on Instagram in 2023 with an unrivaled 600 million followers — just 50 million fewer than the Instagram brand account. The 38-year-old Portuguese professional soccer player is a five-time Ballon d’Or award winner, and rivals Lionel Messi as one of the greatest ever. In addition to Instagram, Ronaldo is also the most-followed person on Facebook, and the most-followed sportsperson on X (formerly, Twitter).
Ronaldo has signed many sponsorship deals for consumer products, including sportswear and soccer boots. He was ranked second in the Forbes list of the highest-paid athletes of the decade 2010-2019. According to CNN‘s report, Ronaldo earns a staggering $3.23 million per post on Instagram. His sponsors earn close to $1 billion in media value across his accounts in a year (via Forbes). The G.O.A.T. for a reason!