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Instagram has become one of the most important social media platforms for celebrity endorsements, and many A-list athletes and artists make millions from their single posts.
When Instagram was launched in 2010, it was just a camera app people used to post photos for their family and friends. Over the last decade, it has amassed over 2 billion active users with 500 million visitors daily. Marketing on Instagram has become a growing trend, with celebrities and influencers with a sizable following making a fortune per post for promoting content, print media, and advertisements. With a shift from television to mobile phones, Instagram has become the equivalent of an expensive TV spot.
Brands often collaborate with celebrities keeping in mind the target audience. Athletes like Cristiano Ronaldo and Lionel Messi are paid to promote athletic brands, while Selena Gomez and Ariana Grande have a youth following. One post can make a large difference in brand traction, and companies have grown to get acquainted with the changing times. From Selena Gomez’s Coca-Cola ad to Ronaldo’s lifetime Nike deal, let’s look at the most expensive Instagram posts of all time.
Cristiano Ronaldo
With 503 million followers on Instagram, Cristiano Ronaldo is the most-followed person on the social media platform. According to Insider, Ronaldo reportedly commands over $1.6 million per post for brand endorsements. Some of his notable brand endorsements include Clear, CR7 Fragrance, and Therabody. Additionally, he has a lifetime deal worth $1 billion with Nike for advertisements and print media.
Ariana Grande
Ariana Grande is the second most-followed singer on Instagram, with over 346 million followers. Through her posts, she often gives a glimpse into her beauty empire, REM Beauty. Along with promoting the launch of her products and fragrances, Grande has also signed deals with brands such as Reebok, Givenchy, Guess, and Lipsy to advertise their products. She reportedly earns $1.5 million per Instagram post.
Kylie Jenner
Kylie Jenner has a legion of 376 million followers on Instagram, which makes her the most-followed television personality. Besides managing her billion-dollar company Kylie Cosmetics, Jenner earns $1.49 million per post on Instagram to post images and videos. She endorses brands such as Glow Beauty, Skims, Adidas, Calvin Klein, Kendall x Kylie, and Puma.
Lionel Messi
Since winning the 2022 FIFA World Cup, Lionel Messi has seen an exponential rise in his Instagram followers and likes. In December 2022, he posted a photo of himself holding the FIFA Trophy, which became the most-liked photo on Instagram with over 72 million likes, as noted by People. Before the world cup craze, Messi earned $1.16 million per post for endorsing Adidas, Gatorade, Call of Duty, and Budweiser.
Selena Gomez
Selena Gomez not only once helped the record for the most-liked photo on Instagram in 2016, but it was also a print advertisement for Coca-Cola that garnered 6.7 million likes. She is the most-followed singer on Instagram, with over 366 million followers, and makes $1.46 million for every Instagram post. She has endorsed notable brands, including Coach, Puma, Rare Beauty, and Our Place.
Kim Kardashian
With 337 million Instagram followers, Kim Kardashian charges $1.41 million per post on Instagram, which includes advertisements and commercials. She has been one of the most influential figures on the social media platform and has grown her Skims brand and helped advertise Balenciaga, Skechers, and Fusion Beauty. She also endorses her sisters’ products and business ventures on her profile.
Dwayne Johnson
In 2020, Dwayne Johnson became the highest-paid celebrity on Instagram for his sponsored posts, as he often advertises various products and services to his 355 million followers. As mentioned by Bleacher Report, the actor charges over $1.015 million for each post. His expansive business empire includes ZOA Energy, Teramana Tequila, Salt & Straw, and many others. A recent study also found that Dwayne Johnson was Gen-Z’s most favored actor in 2022, making him a popular choice for endorsements.
Kendall Jenner
Kendall Jenner is one of the most popular celebrities in the world and earns well over $1.05 million per Instagram post. She began her career in reality series with her Kardashian-Jenner family before venturing into the world of fashion and runways. She is the face of By Far beauty company, Own Denim, Jimmy Choo, Messika, Michael Kors, and her brand 818 Tequila.
Justin Bieber
Justin Bieber has been a long-standing youth icon since he was 13 when he released his first hit single, Baby. From making headlines on television shows to embracing the age of digital media, Bieber has continued to collect a large fan following. He currently has over 271 million followers on Instagram and charges over $1.12 million for every post. Bieber is the face of his co-owned brand Drew and also endorses Calvin Klein, OPI, Adidas, and Schmidt's Naturals.
Beyoncé Knowles-Carter
While Beyoncé follows zero people on Instagram, the iconic singer has amassed a massive 288 million followers on the platform. In 2017, she broke Selena Gomez’s most-liked Instagram post record when she announced her second pregnancy. As mentioned by GQ, Beyoncé has consistently charged over $1.147 million for every endorsement. Along with her partnership with Adidas for Ivy Park, she also endorses Tiffany & Co. with Jay-Z.
Other celebrities who charge more than a few hundred thousand include Khloé Kardashian, Taylor Swift, Jennifer Lopez, Virat Kohli, and Nicki Minaj. With each post, these A-list celebrities easily make millions, giving large companies direct access to millions of followers to increase their sales.
Sources: Insider, People, Bleacher Report, GQ