How much a celebrity makes on Instagram each year depends on their number of followers, their perceived influence, their business acumen, and how many times they use the #ad tag.
To find out who the top earners in each state are in sports, acting, and music, Bored Panda analyzed more than 90,000 Instagram posts from 850 celebrities to estimate their annual income.
Which American celebrities make the most money from Instagram each year?
Kevin Hart is America's Mr. Sponsored Instagram Post, earning an estimated $28,119,986 from 26 ads last year. Actor and comedian Hart has around 180 million Instagram followers and frequently uses the platform to promote his own brands, including Gran Collamino Tequila, Vita Hustle, and vegan restaurant Hart House. In comparison, Mark Wahlberg earned an estimated $15,510,686 despite having 88 sponsored posts. Wahlberg has “only” 29.4 million followers, 16% of Hart's. Of America's top five Instagram earning celebrities, the Jenner/Kardashian trio have more followers than Hart, but post far fewer ads.
Top Instagram earners by state
Celebrities don't have to come from big states to be super rich, but showbiz powerhouses California and New York have Kylie Jenner ($16,816,086) and Jennifer Lopez ($9,130,949), respectively, as their top earners on Instagram. They're among 12 states with million-dollar Instagram celebrities. South Carolina also has a top earner in “Outer Banks” and “Glass Onion” actress Madeline Cline. The Goose Creek-born star got her big break in a TV commercial for Chuck E. Cheese and is a global brand ambassador for Revlon.
American sports stars who earn the most on Instagram each year
The three highest-earning American athletes on Instagram are basketball players spanning three generations. LeBron James has 1.76 times the number of followers than Stephen Curry and Shaquille O'Neal combined, but he earns second only to Stephen Curry, who posts 3.5 times as many ads. The Golden State Warriors point guard made an estimated $7,502,807 from Instagram ads last year. NBA players Dwyane Wade, Allen Iverson and Chris Paul also rounded out the top 10.
Who is the highest earning American actor on Instagram per year?
Actor and comedian Kevin Hart is the highest-paid American actor on Instagram, posting an average of once every two weeks (2.5 times the average frequency of the top 10 actors) (see “Who are the highest-paid American celebrities on Instagram per year” above). Hart, Mark Wahlberg and Dwayne “The Rock” Johnson outperform lower (but still seven-figure) earners. Johnson's $9.5 million income came from just four sponsored posts, but he reportedly receives $1 million per post to promote his brands and his movies to his 400 million followers. “Marketing is really one of my passions, especially on a global scale,” Johnson says.
The highest-earning American musicians on Instagram this year
Jennifer Lopez runs six ads to her 253.7 million followers on Instagram, adding an estimated $9,130,949 to her entertainment income annually. Sponsored posts include spots for Intimissimi and Virgin Voyages, but she also uses the platform to promote her own drinks and cosmetics lines. Cardi B, who has about 85 million fewer followers than Jennifer Lopez, earned an estimated $6 million from the same number of sponsored posts. Beyoncé ran just one sponsored ad with Verizon last year, which earned her an estimated fee of just under $2 million.
Pocket Money for Millionaires
The inseparable relationship between stars and the products they promote predates the dawn of sponsored posts: just look at Rihanna, who rose to fame through strategic partnerships with brands like tote bags and Nike in an era before Instagram took off.
But now that they have a channel through which they can constantly communicate with their fans, celebrities no longer need to litter their work with brand references, they can simply incorporate sponsored products into their lifestyle. In an increasingly hustle-focused culture, can you blame billionaires for augmenting their income with the occasional seven-figure sponsored post?
methodology
We began this research by identifying the best-known and most-followed celebrities in each state, and came up with a list of 850 celebrities from across the United States.
To calculate each celebrity's estimated annual income, we multiplied the number of advertisements published in the past 12 months (April 2023 to March 2024) by the estimated amount each celebrity can charge per sponsored post.
- Determine your cost per sponsored postWe used data from Hopper HQ's annual Instagram Rich List, which provides data from personal marketing teams. For celebrities not covered in the Hopper HQ report, we calculated the cost per follower for celebrities in various categories (sports, music, etc.) and used this to determine the cost per sponsored post.
- Calculate the number of public adsIn this study, we analyzed over 90,000 Instagram posts from 850 celebrities from April 2023 to March 2024. We found that 2,687 of those posts from 419 celebrities were sponsored. We isolated sponsored posts by focusing on posts with the “paid partnership” tag and hashtags indicating advertising (e.g. #ad, #sponsored, #brandpartner, #brandambassador). We excluded sponsored posts from companies owned by the celebrities themselves.
- Estimate your cost per followerWe trained a random forest regression model using data from Hopper HQ. We calculated the cost per follower by dividing the cost per post by the number of followers. We then tested different parameters with a cross-validation grid search and selected the one that performed best for our data. We considered account category and location as one-hot encoded variables. Finally, we assigned the training categories to the accounts and estimated the cost per follower for each user for sponsored posts as a function of location (US), category, and number of followers.
This data analysis was completed in April 2024.
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