Overall, Instagram benefits from a strong social integration as users are easily able to share their content to a variety of social networks such as Facebook, Twitter, Flickr and Tumblr. Overall, Instagram is one of the most popular mobile social apps worldwide with high levels of user engagement. Ranking behind Snapchat, Instagram is one of the most popular social network of teenagers in the United States. Instagram is dominated by mostly by younger users below the age of 35, many of whom take an interest in gaining a glimpse into the lives of celebrities by following their individual Instagram accounts. As of January 2018, actress and pop-singer, Selena Gomez had the Instagram account with the most followers worldwide. She was closely followed by Portuguese soccer player Christiano Ronaldo, who also happens to be the most-followed athlete on Instagram worldwide.
The possibilities of online self-expression and the display of wealth through photographs are attractive features of the visual medium lending themselves to numerous celebrity brand endorsements of products and services. This situation lends itself extremely well to e-commerce via social media marketing; fashion and luxury brands have specially taken to Instagram marketing. As of February 2017, French fashion house Chanel is the leading luxury brand with over 25 million followers on the social media platform, followed by Louis Vuitton, Gucci and Christian Dior.