According to the findings of a study examining the state of influencer marketing on Instagram, **** percent of influencers on the platform were focused on romantic relationships, making it the most popular category among global Instagram influencers in 2024. Entertainment was the second most popular category covered by Instagram influencers that year, with a share of *** percent. A candidate for the ultimate social network: Instagram Launched in 2010, Instagram ranked third among the most popular social networks worldwide as of February 2025, with roughly *********** monthly active users. Only Facebook, YouTube had more users than Instagram. As of April 2024, after Instagram's own account, the account with the most followers on Instagram was that of world-famous football star Cristiano Ronaldo, who had roughly *** million followers. He was followed by superstar Lionel Messi, who led the Argentina national team at the World Cup in 2022, with *** million followers. A major competitor: TikTok TikTok's short-form video hack has gained massive traction in recent years. Its rapidly growing influencer base has put social media celebrities on a pedestal. Unlike the starry top five on Instagram, the most followed person on TikTok was Khaby Lame - a lifestyle influencer with nearly *** million followers as of January 2025. A former competitive dancer, Charli D'Amelio, and influencer, MrBeast, followed with ***** million and ***** million followers, respectively.

In 2023, roughly ***** thousand of Instagram influencers in Indonesia were micro-influencers with around ** thousand to ** thousand followers. As of January 2023, Indonesia was one of the countries with the largest Instagram audience worldwide.

According to a study of Instagram (IG) influencer engagement rates (ER) worldwide, nano influencers have been seeing the highest popularity compared to other tier profiles. Influencers who had between *** and *** thousand followers had an engagement rate of **** percent in 2024. On average, the ER for all studied IG influencers stood at **** percent in the same year.

Real-time statistics about Instagram influencers in UpGrow's database

As of June 2023, millennials and Gen Z constituted **** of the audience of influencers on Instagram across India. Almost ** percent of this audience were aged between 26 and 32 years, the ************** group being that of 19 to 25-year-olds.

As of June 2023, the primary audience of Instagram influencers in UAE were users between 26 and 32 years old, accounting for ***** percent. This was followed by users aged between 19 and 25 years old, with a share of ***** percent.

During a global 2024 survey among fashion, lifestyle and beauty professionals, around 75 percent of respondents indicated their main objective with influencer collaborations was to increase sales. Moreover, 70 percent had a similar objective with celebrity collaborations. Roughly 50 percent stated their aim was to build their following with influencer or celebrity collaborations.

The annual expenditure of businesses on Instagram influencer marketing in Japan was projected to amount to ** billion Japanese yen in 2024. It was expected that the market would grow further in the coming years and reach a value of ** billion yen by 2029.

As of June 2023, influencers on Instagram with a follower count between five thousand and ten thousand had an engagement rate of **** percent in Indonesia. By comparison, influencers with a follower count of over one million had an engagement rate of around *** percent.

In 2024, Instagram influencers with 1,000 to 10,000 followers accounted for **** percent of influencer accounts worldwide. The second most popular group was that of micro-influencers with 10,000 to ****** subscribers, accounting for **** percent of all influencers. Mid-tier influencers with ****** to ******* followers represented *** percent of the total, while mega-influencers and celebrities with more than *********** subscribers accounted for *** percent.

In February 2020, the country with the lowest engagement rate for Instagram influencers was Kazakhstan, with **** percent. In other words, **** percent of Kazakhstan's influencers' audience liked or commented on their posts in the measured period. The second-lowest engagement rate was in Kyrgyzstan at **** percent. In comparison, the country with the highest engagement rate at that time was Finland, at **** percent.

During a survey conducted among marketers in the United States and released in July 2023, **** percent of respondents said they were planning to use Instagram Reels for influencer marketing purposes in 2024, while ** percent said they planned to use TikTok.

In February 2020 a study was conducted to analyze over ******* Instagram influencer accounts. It found that more men make up verified Instagram accounts than women. Of the verified accounts that were analyzed, ***** percent were owned by men, and ***** percent by women.

This statistic presents information on the leading brands in Instagram influencer marketing worldwide in 2018, by earned media value. The data shows, that Fashion Nova generated close to *** million U.S dollars in earned media from Instagram in 2018.

In 2021, there were *** million posts tagged with #ad on Instagram worldwide. This constitutes an increase of roughly ** percent from the value of three million reported a year earlier.

The average minimum price per post of Instagram mega-influencers with more than one million followers worldwide was ***** U.S. dollars in 2023. The average minimum price per post of macro-influencers with 500,000 to one million followers was *** U.S. dollars, while the average maximum price was ***** U.S. dollars.

Nano-influencers with up to 5,000 followers had the highest engagement rate among Instagram influencers in Japan as of February 2020, reaching an engagement rate of about *** percent. The engagement rate of micro-influencers with up to 20,000 followers was about half as high. Japan had more than ** million Instagram users as of February 2020 and was one of the countries with the highest Instagram influencer engagement rates.

As of June 2023, the main audience of Instagram influencers in Thailand was users between 19 and 25 years old, accounting for around **** percent. This was followed by users aged between 26 and 32 years old, with a share of about **** percent.

As of June 2023, influencers on Instagram in UAE with a follower count between ************* and *********** had the highest engagement rate of about **** percent. Meanwhile, Instagram influencers with the follower count of over *********** had an engagement rate of **** percent.

A February 2020 study analyzed over ******* Instagram influencer accounts. It found that of accounts with over *** million followers, **** percent of them are verified. In contrast, of accounts that have only *** thousand to **** thousand followers, **** percent, less than *** percent, are verified.