Whether you’re a solo creator or part of a larger brand, we’re sure you’d like to expand your reach on Instagram. So, why not aim for the stars? Keep reading for the top 10 most-followed accounts on Instagram,* and see what you can learn from them and their Instagram Marketing Strategy.
What are the most-followed Instagram accounts in 2025?
Who has the most followers on Instagram right now? Well, it’s, uh, Instagram. Here’s a breakdown of the entire top 10:
- 1. Instagram – United States– 685 million followers
- 2. Cristiano Ronaldo – Portugal – 647 million followers
- 3. Lionel Messi – Argentina – 504 million followers
- 4. Selena Gomez – United States – 422 million followers
- 5. Kylie Jenner – United States – 395 million followers
- 6. Dwayne ‘The Rock’ Johnson – United States – 394 million followers
- 7. Ariana Grande – United States – 376 million followers
- 8. Kim Kardashian – United States – 358 million followers
- 9. Beyoncé – United States – 313 million followers
- 10. Khloé Kardashian – United States – 304 million followers
1. Instagram
The social media giant boasts millions more followers than anyone else mentioned here, and it’s the only brand on the list. But why?
It helps that the official Instagram account has been active since early 2012, about a year after the platform launched. At the time, Insta had just over 10 million monthly active users — that might not sound like much compared with today’s 2 billion, but the competition was smaller. If you were on the ‘gram back in the day, chances are you followed this account.
But follower growth can’t sustain itself for more than a decade without a plan. The official Instagram account thrives on a blend of content covering platform-based updates, up-and-coming creators, topical posts, celebrity and influencer collaborations, and good old-fashioned memes. This is a perfect example of an Instagram Marketing Strategy that leverages both brand authority and community engagement.
2. Cristiano Ronaldo
Cristiano Ronaldo is the most-followed individual on Instagram, and it’s easy to see why. His feed balances professional branding with authentic glimpses into his personal life. Sponsored posts with global companies sit alongside candid family photos and behind-the-scenes clips of his training routines.
What sets Ronaldo apart is how seamlessly he integrates partnerships into his lifestyle content. When he shares a sponsored product, it doesn’t feel forced — it feels like a natural extension of his world-class athletic identity. Add in collaborations with other digital stars like MrBeast, and you get a winning formula that appeals to multiple audiences at once.
For brands and influencers alike, Ronaldo’s feed is a masterclass in aligning content with personal branding. His success proves that a powerful Instagram Marketing Strategy doesn’t always require flashy gimmicks — consistency, authenticity, and relevance to your niche can carry you a long way.
3. Lionel Messi
Lionel Messi, another football legend, is right behind Ronaldo in Instagram popularity. His account blends personal life, training sessions, and sponsor campaigns in a way that resonates deeply with fans worldwide.
Unlike many other global icons, Messi’s posts often feature simple, heartfelt captions in Spanish with English translations. This inclusivity ensures he connects not just with fans in Argentina or Spain, but also with his massive international audience.
Messi’s feed highlights the importance of accessibility and relatability. His brand partnerships are carefully chosen to align with his image as a humble yet elite athlete. For smaller creators and businesses, the lesson here is clear: an Instagram Marketing Strategy that balances global appeal with authenticity can significantly expand reach without alienating your core audience.
4. Selena Gomez
Selena Gomez is a powerhouse on Instagram because she wears many hats — musician, actress, entrepreneur, and advocate. Her account mirrors this multidimensional identity. Fans might scroll through a glossy Vogue shoot one day, then see heartfelt posts about her struggles with mental health the next.
Her openness and advocacy work distinguish her from many other celebrities. By championing causes like mental health awareness and self-acceptance, she builds trust and relatability with her audience. This balance between glamour and vulnerability makes her feed resonate with a wide demographic.
Her beauty brand Rare Beauty also gets plenty of attention on her profile, proving how effectively a personal account can double as a business platform. For businesses and entrepreneurs, Selena’s approach is an ideal example of weaving purpose-driven storytelling into an Instagram Marketing Strategy.
5. Kylie Jenner
Kylie Jenner is arguably one of the most influential entrepreneurs on Instagram. Her account is a seamless blend of personal life, luxury lifestyle, and relentless promotion of her Kylie Cosmetics empire.
What makes Kylie stand out is her ability to turn simple selfies into powerful sales tools. Her audience expects a certain aesthetic — glamorous, bold, and aspirational — and she delivers consistently. This consistency keeps her brand top of mind and drives direct product sales from her feed.
She also knows how to leverage controversy and media buzz to maintain relevance. Even when criticism arises, she turns attention into engagement, proving that visibility — positive or negative — can fuel a well-crafted Instagram Marketing Strategy.
6. Dwayne ‘The Rock’ Johnson
Dwayne “The Rock” Johnson is beloved worldwide for his authenticity and charisma, and his Instagram reflects that. His posts range from motivational speeches and gym updates to behind-the-scenes Hollywood moments and fan interactions.
What separates The Rock from many other celebrities is his ability to create a sense of intimacy with his audience. His captions often feel like personal letters, offering gratitude, inspiration, or honest reflections. This creates a community feeling, not just a follower count.
He also promotes his business ventures — from blockbuster movies to his tequila brand Teremana — without losing his authentic voice. This balance between promotion and personality is a hallmark of a strong Instagram Marketing Strategy, showing that storytelling matters just as much as visuals.
7. Ariana Grande
Ariana Grande’s Instagram is as dynamic as her career. Beyond being a pop sensation, she uses the platform to promote acting projects, beauty products, and charitable causes.
Her strategy is particularly evident when she’s launching new work. During the Wicked press cycle, her feed transformed into a wall-to-wall campaign — every outfit, caption, and post reinforced the project’s branding. This kind of saturation ensures her fans stay engaged while driving maximum exposure.
At the same time, Ariana mixes in lighter, more personal posts to avoid feeling overly promotional. The balance between business and personality demonstrates how an Instagram Marketing Strategy can create both hype and longevity.
8. Kim Kardashian
Kim Kardashian is one of Instagram’s most iconic figures. She’s controversial, polarizing, but undeniably influential. Her account consistently drives conversations, whether she’s debuting a new fashion look, promoting her Skims brand, or supporting social justice causes.
What makes Kim stand out is her adaptability. Over the years, she’s shifted from reality TV personality to business mogul while keeping her Instagram presence as the foundation of her empire. Her ability to sustain relevance for over a decade on such a fast-moving platform is proof that consistency and reinvention can go hand in hand.
Kim’s feed offers aspiration — fans don’t just see products, they see a lifestyle. That aspirational quality is one of the most effective levers in any Instagram Marketing Strategy, especially for lifestyle brands and influencers.
9. Beyoncé
Beyoncé’s Instagram is carefully curated and distinctly different from many other celebrities. She doesn’t overshare; instead, she posts polished, artistic visuals that highlight her music, fashion, and creative projects.
Her minimal captions and high-quality images create an air of mystery, which is part of her brand. Fans come to her feed not for personal updates, but for inspiration and a peek into her carefully crafted world. This approach shows that exclusivity can be just as powerful as accessibility.
For brands, Beyoncé’s strategy is a reminder that less can be more. By prioritizing quality over quantity and leaning into a strong aesthetic, she demonstrates another way to build a long-lasting Instagram Marketing Strategy.
10. Khloé Kardashian
Khloé Kardashian draws our most-followed Instagram list to a close, but don’t mistake her for being in the shadow of her sisters. With tens of millions of followers, she has cultivated a unique presence that blends vulnerability with glamour — something fans find relatable yet aspirational.
Her feed is a balance of polished brand collaborations, candid family moments, and motivational messages. Unlike Kim or Kylie, Khloé often leans into authenticity by showing unfiltered glimpses of her life, from motherhood to fitness routines. She’s particularly known for sharing workout content and promoting her health-focused initiatives, which sets her apart in the Kardashian-Jenner ecosystem.
That combination of business savvy and openness resonates with her audience. She leverages her platform not only to promote ventures like her fashion brand Good American, but also to connect emotionally with followers by speaking candidly about personal struggles and growth. This creates a sense of trust that keeps her fanbase loyal, even when trends shift.
Khloé’s success is a reminder that an effective Instagram presence isn’t just about picture-perfect imagery — it’s about consistency, relatability, and weaving your personal brand into every post. In many ways, her feed demonstrates how blending lifestyle content with business promotions can form a sustainable Instagram Marketing Strategy.
Conclusion
From Instagram’s official account to global icons like Ronaldo, Beyoncé, and the Kardashian-Jenner clan, one thing is clear: the most-followed accounts on the platform didn’t get there by accident. Each profile reflects a carefully curated blend of personal storytelling, brand partnerships, and consistent audience engagement.
The takeaway for businesses and creators is simple — you don’t need superstar fame to grow on Instagram. What you need is a thoughtful Instagram Marketing Strategy that highlights your unique voice, leverages trends without losing authenticity, and builds long-term trust with your audience.
Whether you’re a small brand trying to hit your first thousand followers or a growing influencer aiming to monetize, the same principle applies: success comes from strategy, not guesswork. With the right Instagram Marketing Strategy, you can build influence, foster community, and turn your profile into a powerful digital asset.