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.