Instagram has become Nigeria’s digital stage for celebrity influence. Follower counts translate into multi-million naira endorsement deals and global brand partnerships. The platform’s most-followed Nigerian celebrities aren’t just posting selfies; they’re building revenue streams across music, film, fashion, and entrepreneurship. One name continues to dominate the rankings, holding an unshaken lead for over five years.
The top 10 list also reveals that musicians rule Instagram in Nigeria. Of the ten most-followed celebrities, seven are music artists, with only three Nollywood actresses making the elite list. These Instagram giants command fees ranging from ₦3 million to ₦15 million per sponsored post, whilst maintaining portfolios of 5-10 simultaneous brand partnerships. Let’s explore who’s sitting at the top and how they’ve turned their Instagram presence into thriving businesses.
1. Davido (31.2 Million Followers)
Davido reigns supreme as Nigeria’s most-followed celebrity on Instagram, maintaining his lead with a commanding 12 million-follower advantage over his closest competitor. The Afrobeats superstar’s strategy has been simple yet effective: be more social than everyone else.
His Instagram presence translates directly into jaw-dropping endorsement deals. Davido holds the record for the single most significant endorsement by a Nigerian artist, a $5 million contract with Martell cognac signed in 2021. His PUMA partnership reportedly pays approximately $10 million upon renewal, positioning him among Africa’s highest-paid brand ambassadors. Other significant deals include Infinix Mobile, which launched a limited-edition “Davido Note 30 Pro” phone, as well as partnerships with Wema Bank, 1xBet, and Pepsi.
Beyond endorsements, Davido leverages his Instagram influence to promote his music releases, concert tours, and personal ventures. His cross-platform following reaches 56.1 million across Facebook, Instagram, and X, making him a one-stop shop for brands seeking massive reach across Nigeria’s digital landscape.
2. Tiwa Savage (19.6 Million Followers)
Tiwa Savage is Nigeria’s most-followed female celebrity on Instagram, with 19 million followers, representing a loyal fanbase that has followed her journey from The X Factor UK to Afrobeats royalty. She’s redefined what it means to be a female artist in Nigeria’s male-dominated music industry, and she’s using Instagram to showcase not just her music but her fashion sense, motherhood, and entrepreneurial ventures.
Her early 2025 partnership with New Balance, alongside Jaden Smith, signals her appeal to international brands. She also serves as Tecno Mobile’s first female brand ambassador, underscoring her market value.
The “African Bad Gyal” monetises her platform through a combination of brand endorsements, music promotion, and fashion collaborations. Her influence extends beyond Nigeria into the UK and the United States, where her fanbase has grown steadily following international tours and high-profile collaborations.
3. Burna Boy (18.4 Million Followers)
Burna Boy’s Instagram presence reflects his status as Nigeria’s Grammy-winning global ambassador for Afrobeats. His 18.4 million followers have witnessed his transformation from an underground artist to an international superstar, including performances at Coachella and a Grammy Award. He maintains a relatively curated Instagram feed that emphasises his music, international performances, and lifestyle rather than excessive personal content.
His endorsement portfolio includes Chipper Cash, where he represents the fintech platform globally, connecting with millions across Africa. The Grammy winner’s approach to Instagram differs from peers: he posts less frequently but ensures each post maximises engagement rather than overwhelming followers with daily content.
Burna Boy and Wizkid compete fiercely for the third position on Instagram, with their follower counts fluctuating within 100,000-300,000 of each other. This rivalry mirrors their musical competition, as both artists target similar international markets and brand partnerships. His Instagram influence has helped him secure deals with major spirits brands and fashion labels seeking the coveted “African Giant” endorsement.
4. Wizkid (18.4 Million Followers)
Wizkid’s 18 million Instagram followers come from a decade-plus of consistent excellence in Afrobeats. The “Starboy” pioneered Nigeria’s international music breakthrough, and his Instagram reflects his status as an elder statesman in the genre. His content strategy blends music promotion with luxury-lifestyle content, fashion statements, and glimpses into his private life with his children.
His endorsement deals rank among Nigeria’s most lucrative. Wizkid signed a $3 million contract with UBA in 2019, becoming the face of one of Africa’s largest banks. His PUMA partnership through JD Sports reportedly pays $1 million annually, whilst newer deals with Flutterwave (since December 2021) and D’Usse Cognac (since July 2023) diversify his brand portfolio into fintech and premium spirits.
Wizkid’s Instagram monetisation extends beyond traditional endorsements. He uses the platform to promote his record label, Starboy Entertainment, giving emerging artists exposure to his massive following. His relatively low posting frequency compared to peers hasn’t hurt his engagement rates, as fans anticipate each post as an event rather than routine content.
5. Yemi Alade (17.3 Million Followers)
Yemi Alade has 17 million Instagram followers, making her Nigeria’s second-most-followed female celebrity behind Tiwa Savage. The “Mama Africa” singer has built her Instagram presence on vibrant visuals, colourful fashion, and content that celebrates African culture. Her posts often feature traditional attire, Pan-African messaging, and behind-the-scenes content from her extensive touring across the continent.
She’s leveraged Instagram to establish herself as more than just a musician. Yemi Alade’s activism and advocacy for African unity resonate throughout her content, making her a compelling brand ambassador for brands aligned with cultural representation. Her endorsement deals span telecommunications, beauty products, and beverage companies seeking to reach her predominantly African audience.
Whilst some celebrities chase Western validation, Yemi Alade has doubled down on her African identity.
6. Funke Akindele (16.6 Million Followers)
Funke Akindele breaks the music industry’s dominance in Nigeria’s Instagram rankings, becoming the platform’s most-followed Nollywood actress. Her 16 million followers have watched her evolve from the beloved “Jenifa” character to a box-office powerhouse, with her film “A Tribe Called Judah” becoming the first Nigerian movie to gross ₦1 billion in January 2024.
Her Instagram presence differs significantly from the musicians dominating the top 10. Funke shares content related to her productions, motivational messages, family life, and promotional content for her Scene One Productions company.
Funke Akindele’s endorsement deals capitalise on her reputation as Nollywood’s box office queen. Brands seeking to reach families and women across Nigeria prioritise partnerships with her, knowing her audience demographic differs from the younger, party-focused followings of music artists.
7. Don Jazzy (15.4 Million Followers)
Don Jazzy’s 15 million Instagram followers are due to his dual status as a music producer extraordinaire and a savvy entrepreneur. The founder of Mavin Records uses Instagram differently from other celebrities on this list, mixing music-industry content with comedy skits, brand promotions, and interactions with emerging artists. His approachable personality and generous spirit have made him one of Nigeria’s most beloved celebrities.
His business acumen is legendary. The sale of Mavin Records to Universal Music Group for an estimated $150 million in 2024 represents the most successful celebrity business exit in Nigerian entertainment history. Don Jazzy’s Instagram played a crucial role in building Mavin Records’ brand, with the label investing $4-5 million to promote Rema’s global hit “Calm Down” across platforms.
Beyond music, Don Jazzy’s Instagram endorsements span fintech (he fronted Quidax cryptocurrency campaigns), beverages, and technology products.
8. Regina Daniels (15.8 Million Followers)
Regina Daniels occupies a unique position in Nigeria’s Instagram elite. Her marriage to billionaire politician Ned Nwoko significantly increased her Instagram following, as followers became fascinated by glimpses into her luxurious lifestyle.
She leverages her Instagram to promote multiple ventures: her acting career, her “Ragae” clothing line, and various endorsement deals. Regina Daniels’ content mixes glamorous photoshoots, family moments with her children, and promotional posts for brands seeking to tap into her young, aspirational audience.
Despite controversies surrounding her marriage, Regina Daniels has maintained and grown her Instagram following by staying active and engaging. She posts frequently, responds to comments, and creates content that keeps followers invested in her story.
9. Mercy Johnson (14.9 Million Followers)
Mercy Johnson’s 14 million Instagram followers make her Nollywood’s third most-followed actress, trailing only Funke Akindele. Her Instagram strategy centres on family content, inspirational messages, and behind-the-scenes glimpses into her life as a wife, mother, and actress.
She has transitioned into directing while maintaining her acting career, using Instagram to promote her projects and celebrate Nollywood’s growth. Mercy Johnson’s endorsement deals typically focus on family-oriented products, household items, and brands targeting mothers.
Her Instagram growth has remained steady rather than explosive. Brands value Mercy Johnson’s partnerships because her recommendations carry weight with her followers, who trust her judgment based on years of consistent and content.
10. Simi (12.5 Million Followers)
Simi rounds out the top 10 with approximately 12 million followers, though some rankings place comedian AY Makun in this position depending on timing. The “Duduke” singer has built her Instagram presence on musical talent, fashion sense, and her role as a wife and mother.
Her marriage to fellow artist Adekunle Gold adds another dimension to her Instagram appeal, as followers engage with content featuring the power couple and their daughter. Simi uses Instagram to promote her music releases, announce concert dates, and showcase her fashion collaborations. Her endorsement deals typically focus on beauty products, fashion brands, and lifestyle services for young Nigerian women.
Four artists are experiencing explosive growth that could reshape the top 10 over the next 18-24 months. Rema (approximately 7.3 million followers) became the first artist to win MTV’s inaugural Best Afrobeats VMA award, and his global hit “Calm Down” with Selena Gomez has driven massive cross-platform growth. Asake (827k followers) made history as the first African artist to headline and sell out Barclays Centre, whilst his album “Lungu Boy” set a Spotify record with 9.2 million opening-day streams.
Ayra Starr (7 million followers) has become the first Nigerian female artist to reach 20 million monthly Spotify listeners and the most-streamed Nigerian artist in Latin America. Tems (6 million followers) achieved the historic milestone of becoming the first Nigerian to win two Grammy Awards, accumulating over 1 billion Spotify streams. These Gen Z artists represent the future of Nigerian Instagram influence, combining musical talent with social media savvy.
Nigeria’s 2025 Instagram rankings tell a story of Afrobeats’ global dominance. Spotify reports a staggering 550% increase in Afrobeats streaming since 2017, catapulting Nigerian artists onto international stages and into the portfolios of global brands.
Davido’s commanding lead at 30 million followers seems unshakeable in the short term, but the emergence of younger artists suggests the rankings could shift dramatically by 2027. The top 10 collectively command over 170 million followers and generate tens of millions in annual endorsement revenue.
