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 March 2020, Portuguese football player Cristiano Ronaldo had the Instagram account with the most followers worldwide. He also happens to be the most-followed athlete on Instagram worldwide. In the total ranking, Ronaldo was closely followed by singer and actress Ariana Grande and Dwayne "The Rock" Johnson.

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 and influencer 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 May 2019, French fashion house Chanel is the leading luxury brand with almost 35 million followers on the social media platform, followed by Gucci, Louis Vuitton, and Dior.

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