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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.