The top 10 Instagram categories
We took a sample of around 10M Instagram profiles and looked at which categories were the most popular. The top 10 Instagram categories by number of profiles are:
- Media
- Fashion
- Music
- Arts
- Fitness and wellness
- Photography
- Food
- Travel
- Cinema and acting
- Makeup
The least popular categories among the profiles we analyzed were rock, pop, family, folk, and jazz. With respect to the music genres, this is probably because most music accounts would fall into the broader music category. As for family, most of those profiles would belong to mommy influencers and brands or organizations related to them.
We also looked at the average engagement rates for these categories. The highest averages were 4% for photography, 3.9% for cinema and acting, and 3.8% for media. The lowest averages were 2.2% for fashion and 2% for food.
The infographic at the right lays out all the info for the top 10 Instagram categories. You’re more than welcome to download it and use it elsewhere, we would just love a link back to Heepsy if possible!
Instagram categories with the highest average engagement rates
While photography clocked in with the highest average engagement rate out of the top 10 Instagram categories, it wasn’t the highest rate we saw. The Instagram categories with the highest average engagement rates are:
- Volleyball: 5.9%, with 8.5K associated Instagram profiles
- Comics & Otaku: 5.3%, 75.4K profiles
- Hockey: 5.2%, 6.8K profiles
- Running: 5.1%, 32.7K profiles
- Handball: 5%, 3.3K profiles
- Soccer: 4.8%, 43.5K profiles
- Baseball: 4.8%, 6.4K profiles
- Basketball: 4.7%, 20.2K profiles
- Rugby: 4.6%, 50.2K profiles
- Athletics: 4.59%, 8.3K profiles
Noticeably, these are more niche categories than what we saw in the top 10 sorted by number of accounts. And this makes sense. The more niche a market is, the higher the engagement tends to be. The people who move in those circles are more intensely interested in the topic and don’t only seek out content, but a community to discuss it with.
On the other hand, while many of us probably enjoy topics like music, fashion, arts, and wellness, those topics are quite general. We might regularly touch on them in our daily lives, but they’re not necessarily our raisons d’être. Therefore, while we might scroll through content in those categories, we might not take the time to like, comment, or start a discussion with other Instagrammers about it.
These top categories are also broader, with various niches that fall within them. Fashion for example can be broken down into a bunch of niches: fast or slow fashion, streetwear, swimwear, bohemian style, etc.
This idea is similar to what we see with the influencer tiers, too. Micro influencers, for example, tend to have much higher engagement rates than influencers with larger followings. And while there are various reasons for this, one of them is the size of the community they manage.
Micro influencers, who work in niches and have smaller followings, can offer their audience that personal touch. This in turn creates trust, and that comes back as engagement. But mega influencers, who have millions of followers, can’t offer as laser-focused an experience to their audience, and engagement therefore tends to drop off.
Instagram business categories list
Choosing the right Instagram business category is more than just a label—it’s a way to boost visibility, attract the right audience, and connect with influencers in your niche. From fashion and beauty to food, travel, fitness, and tech, Instagram offers categories that help position your brand where your customers and collaborators are most active. The right category doesn’t just improve discoverability; it also makes it easier to identify and partner with influencers who already create content in your industry. This alignment is key for running successful influencer campaigns, reaching your target audience authentically, and driving measurable results.
A
- Academic Camp
- Accessories
- Accountant
- Actor
- Acupuncturist
- Advertising Agency
- Advertising/Marketing
- Aerospace Company
- African Restaurant
- Agricultural Cooperative
- Agriculture
- Airline Company
- Album
- Allergist
- Alternative & Holistic Health Service
- Amateur Sports Team
- Antique Store
- Apartment & Condo Building
- App Page
- Apparel Distributor
- Appliance Repair Service
- Aquarium
- Architectural Designer
- Argentinian Restaurant
- Aromatherapy Service
- Art
- Artist
- Arts & Entertainment
- Asian Fusion Restaurant
- Astrologist & Psychic
- Athlete
- Audiologist
- Auditorium
- Australian Restaurant
- Automotive Repair Shop
- Aviation School
- Awning Supplier
B
- Baby & Children’s Clothing Store
- Baby Goods/Kids Goods
- Bags & Luggage Company
- Bags & Luggage Store
- Bags/Luggage
- Bail Bondsmen
- Bakery
- Band
- Bank
- Bar
- Bar & Grill
- Barbecue Restaurant
- Barber Shop
- Bartending Service
- Beach
- Beach Resort
- Beauty Salon
- Beauty, Cosmetic & Personal Care
- Beer Bar
- Biotechnology Company
- Blinds & Curtains Store
- Blogger
- Board Game
- Boat / Sailing Instructor
- Book
- Borough
- Botanical Garden
- Bottled Water Company
- Brand
- Brand Agency
- Buffet Restaurant
- Building Material Store
- Building Materials
- Burger Restaurant
- Bus Tour Agency
- Business
- Business Center
- Business Service
- Butcher Shop
C
- Cabin
- Cabinet & Countertop Store
- Cable & Satellite Company
- Cafe
- Cafeteria
- Camera Store
- Camera/Photo
- Canadian Restaurant
- Candy Store
- Canoe & Kayak Rental
- Cantonese Restaurant
- Car Dealership
- Cash Advance Service
- Casino
- Chicken Joint
- Child Care Service
- Child Protective Service
- Chimney Sweeper
- Chinese Restaurant
- Chiropractor
- Chocolate Shop
- Choir
- Christian Church
- Church
- Church Of Christ
- Church Of Jesus Christ Of Latter-Day Saints
- City
- City Infrastructure
- Cleaning Service
- Clothing (Brand)
- Clothing Store
- Cocktail Bar
- Coffee Shop
- Collectibles Store
- College & University
- Colombian Restaurant
- Comedian
- Comedy Club
- Comfort Food Restaurant
- Comic Bookstore
- Commercial & Industrial
- Commercial & Industrial Equipment Supplier
- Commercial & Industrial Equipment Supplier
- Commercial Bank
- Commercial Equipment
- Commercial Real Estate Agency
- Commercial Truck Dealership
- Community
- Community Organization
- Company
- Competition
- Concert Tour
- Concrete Contractor
- Construction Company
- Consulate & Embassy
- Consulting Agency
- Contemporary Art Museum
- Continental Restaurant
- Contractor
- Convenience Store
- Convent & Monastery
- Convention Center
- Cooking School
- Copywriting Service
- Corporate Lawyer
- Corporate Office
- Cosmetic Dentist
- Credit Union
- Currency Exchange
D
- Dairy Farm
- Damage Restoration Service
- Dance & Night Club
- Dance School
- Dance Studio
- Dancer
- Dating Service
- Day Care
- Day Spa
- Deli
- Design & Fashion
- Dessert Shop
- Discount Store
- Doctor
- Dorm
- Driving School
- Drug Addiction Treatment Center
- Dry Cleaner
- Dui Lawyer
E
- E-Cigarette Store
- Eco Tour Agency
- E-Commerce Website
- Education
- Engineering Service
- Entertainment Website
- Entrepreneur
- Environmental Conservation Organization
- Environmental Consultant
- Environmental Service
- Episode
- Equestrian Center
- Escape Game Room
- Esports League
- Estate Planning Lawyer
- Ethiopian Restaurant
- European Restaurant
- Evangelical Church
- Event
- Event Photographer
- Event Planner
- Event Videographer
- Exotic Car Rental
F
- Fabric Store
- Family Doctor
- Family Medicine Practice
- Family Style Restaurant
- Fashion Designer
- Fashion Model
- Fast Food Restaurant
- Finance
- Finance Company
- Financial Aid Service
- Financial Consultant
- Financial Planner
- Financial Service
- Flight School
- Florist
- Flyboarding Center
- Fondue Restaurant
- Food & Beverage
- Food Stand
- Footwear Store
G
- Gamer
- Games/Toys
- Gaming Video Creator
- Garage Door Service
- Garden Center
- Gardener
- Gas & Chemical Service
- Gas Station
- Gastropub
- Gay Bar
- Gelato Shop
- General Dentist
- German Restaurant
- Gift Shop
- Glass & Mirror Shop
- Glass Manufacturer
- Glass Service
- Gluten-Free Restaurant
- Go-Kart Track
- Golf Cart Dealership
- Government Organization
- Graphic Designer
- Grocery Store
H
- Hair Replacement Service
- Hair Salon
- Halal Restaurant
- Hardware Store
- Hat Store
- Haunted House
- Hawaiian Restaurant
- Health & Wellness Website
- Health Food Restaurant
- Health Food Store
- Health Spa
- Health/Beauty
- Healthcare Administrator
- Heating, Ventilating & Air Conditioning Service
- Heating, Ventilating & Air Conditioning Service
- High School
- Hiking Trail
- Hindu Temple
- Historical Tour Agency
- Home Decor
- Home Improvement
- Horse Trainer
- Horseback Riding Center
- Hospital
- Hospitality Service
- Hostel
- Hot Air Balloon Tour Agency
- Hot Dog Joint
- Hotel
- Hotel & Lodging
I
- Ice Cream Shop
- Independent Bookstore
- Indian Chinese Restaurant
- Indian Restaurant
- Indo Chinese Restaurant
- Indonesian Restaurant
- Industrial Company
- Information Technology Company
- In-Home Service
- Inn
- Insurance Agent
- Insurance Broker
- Insurance Company
- Intellectual Property Lawyer
- Interest
- Interior Design Studio
- Internet Cafe
- Internet Company
- Internet Marketing Service
- Internet Service Provider
- Investing Service
- Investment Bank
- Investment Management Company
- Irish Restaurant
J
- Japanese Restaurant
- Jazz & Blues Club
- Jewelry & Watches Company
- Jewelry/Watches
- Journalist
- Just For Fun
K
- Karaoke
- Kennel
- Kitchen & Bath Contractor
- Kitchen/Cooking
- Kiteboarding Center
- Korean Restaurant
- Kosher Restaurant
L
- Labor Union
- Landmark & Historical Place
- Landscape Architect
- Landscape Company
- Landscape Designer
- Language School
- Laser Hair Removal Service
- Laser Tag Center
- Lasik/Laser Eye Surgeon
- Latin American Restaurant
- Laundromat
- Law Enforcement Agency
- Lawyer & Law Firm
- Library
- Live Music Venue
- Livery Stable
- Livestock Farm
- Loan Service
- Lobbyist
- Local & Travel Website
- Local Business
- Local Service
- Locality
- Locksmith
- Lodge
- Lottery Retailer
- Lounge
- Luggage Service
- Lumber Yard
M
- Magazine
- Magician
- Makeup Artist
- Malaysian Restaurant
- Management Service
- Marina
- Marine
- Marine Supply Store
- Market
- Market Research Consultant
- Marketing Agency
- Marketing Consultant
- Marriage Therapist
- Media
- Media Agency
- Media/News Company
- Medical & Health
- Medical Cannabis Dispensary
- Medical Center
- Medical School
- Medical Service
- Medical Spa
- Medical Supply Store
- Meditation Center
- Mediterranean Restaurant
- Meeting Room
- Men’s Clothing Store
- Mental Health Service
- Merchandising Service
- Metal Fabricator
- Metal Supplier
- Methodist Church
- Mexican Restaurant
- Middle Eastern Restaurant
- Middle School
- Miniature Golf Course
- Mining Company
- Mission
- Mobile Home Park
- Mobile Phone Shop
- Modeling Agency
- Modern Art Museum
- Modern European Restaurant
- Monarch
- Monument
- Moroccan Restaurant
- Mortgage Brokers
- Mosque
- Motel
- Motivational Speaker
- Motor Vehicle Company
- Motorcycle Dealership
- Motorcycle Manufacturer
- Motorcycle Repair Shop
- Motorsports Store
- Mountain
- Mountain Biking Shop
- Movie
- Movie & Music Store
- Movie Character
- Music Lessons & Instruction School
- Music Video
- Musician
- Musician/Band
N
- Nail Salon
- Nanny
- National Forest
- National Park
- Nature Preserve
- Naturopath
- Neapolitan Restaurant
- Neighborhood
- Neurologist
- New American Restaurant
- News & Media Website
- Newspaper
- Non-Governmental Organization (Ngo)
- Nonprofit Organization
- Not A Business
- Nursing Agency
O
- Obstetrician-Gynecologist (Obgyn)
- Occupational Safety And Health Service
- Occupational Therapist
- Ocean
- Office Equipment Store
- Office Supplies
- Opera House
- Ophthalmologist
- Optician
- Optometrist
- Oral Surgeon
- Orchestra
- Organic Grocery Store
- Organization
- Orthodontist
- Osteopathic Doctor
- Other
- Outdoor & Sporting Goods Company
- Outdoor Equipment Store
- Outdoor Recreation
- Outlet Store
P
- Paddleboarding Center
- Paintball Center
- Pakistani Restaurant
- Palace
- Park
- Party Entertainment Service
- Party Supply & Rental Shop
- Passport & Visa Service
- Patio/Garden
- Paving & Asphalt Service
- Pawn Shop
- Pediatrician
- Pentecostal Church
- Performance & Event Venue
- Performance Art
- Performance Art Theatre
- Personal Blog
- Pest Control Service
- Petting Zoo
- Pharmaceutical Company
- Pharmaceuticals
- Pharmacy / Drugstore
- Pho Restaurant
- Phone/Tablet
- Photographer
- Photography Museum
- Photography Videography
- Physical Therapist
- Pilates Studio
- Pizza Place
- Planetarium
- Plastic Company
- Plastic Manufacturer
- Plastic Surgeon
- Playground
- Printing Service
- Private Investigator
- Private Members Club
- Private Plane Charter
- Private School
- Proctologist
- Producer
- Product/Service
- Professional Gamer
- Professional Service
- Professional Sports Team
- Promenade
- Property Lawyer
- Property Management Company
- Psychologist
- Psychotherapist
- Pub
- Public & Government Service
- Public Figure
- Public Relations Agency
- Public School
- Public Service
- Public Swimming Pool
- Public Utility Company
- Publisher
Q
- Quay
R
- Race Track
- Radio Station
- Rafting/Kayaking Center
- Real Estate
- Real Estate Agent
- Real Estate Appraiser
- Real Estate Company
- Real Estate Developer
- Record Label
- Recruiter
- Recycling & Waste Management
- Recycling Center
- Reference Website
- Reflexologist
- Refrigeration Service
- Region
- Regional Website
- Religious Bookstore
- Religious Center
- Religious Organization
- Rental Shop
- Reproductive Service
- Residence
- Restaurant
- Restaurant Supply Store
- Restaurant Wholesaler
- Retail Bank
- Retail Company
- Retirement & Assisted Living Facility
- Rideshare Service
- Robotics Company
- Rock Climbing Gym
- Rodeo
- Roller Skating Rink
- Roofing Service
S
- School
- Science, Technology & Engineering
- Scooter Rental
- Screen Printing & Embroidery
- Scuba Diving Center
- Scuba Instructor
- Sculpture Garden
- Seafood Restaurant
- Seasonal Store
- Secretarial Service
- Security Guard Service
- Self-Storage Facility
- Service Apartments
- Shop
- Shopping & Retail
- Shopping District
- Shopping Mall
- Shopping Service
- Show
- Sightseeing Tour Agency
- Signs & Banner Service
- Sikh Temple
- Skate Shop
- Skateboard Park
- Ski & Snowboard Shop
- Ski Resort
- Skin Care Service
- Skydiving Center
- Smoothie & Juice Bar
- Snorkeling Spot
- Soba Restaurant
- Soccer Field
- Social Club
- Social Media Agency
- Social Service
- Society & Culture Website
- Software
- Software Company
- Solar Energy Company
- Solar Energy Service
- Song
- Sorority & Fraternity
- Soul Food Restaurant
- Soup Restaurant
- South African Restaurant
- Southern Restaurant
- Souvenir Shop
- Spa
- Spanish Restaurant
- Specialty School
- Sports & Recreation
- Sports League
- Sports Team
- Storage Facility
- Structural Engineer
- Subway Station
- Sunglasses & Eyewear Store
- Supermarket
- Surf Shop
- Surfing Spot
- Surveyor
- Sushi Restaurant
- Swimming Instructor
- Swimming Pool & Hot Tub Service
- Swimming Pool Cleaner
- Swimwear Store
- Symphony
T
- Talent Agent
- Teens & Kids Website
- Telemarketing Service
- Test Preparation Center
- Tex-Mex Restaurant
- Textile Company
- Thai Restaurant
- Theater
- Theatrical Play
- Theatrical Productions
- Theme Restaurant
- Therapist
- Thrift & Consignment Store
- Ticket Sales
- Tiling Service
- Tire Dealer & Repair Shop
- Trade School
- Traffic School
- Train Station
- Transit Stop
- Transit System
- Tutor/Teacher
- Tv Channel
- Tv Network
- Tv Show
U
- Udon Restaurant
- Ukranian Restaurant
- Unagi Restaurant
- Uniform Supplier
- Urban Farm
V
- Vacation Home Rental
- Vegetarian/Vegan Restaurant
- Veterinarian
- Video
- Video Creator
- Video Game
- Video Game Store
- Vietnamese Restaurant
- Vintage Store
- Visual Arts
- Vitamin Supplement Shop
- Vitamins/Supplements
W
- Waste Management Company
- Water Heater Installation & Repair Service
- Water Park
- Water Treatment Servic
- Web Designer
- Website
- Wedding Planning Service
- Winery/Vineyard
- Women’s Clothing Store
- Women’s Health Clinic
- Work Position
- Workplace & Office
- Writer
- Writing Service
X
- Xinjiang
Y
- Yakiniku Restaurant
- Yakitori Restaurant
- Yoga Studio
- Yoshoku Restaurant
- Youth Organization
Z
- Zhejiang Restaurant
- Zoo
Conclusion
Hopefully this information helps orient you when you want to find influencers for your brand’s campaigns. Now you can get a better sense of which categories are most popular, and what the average engagement for those categories is. Understanding this can help you better analyze influencers’ engagement against their peers on Instagram, in the same category, and with similar followings.
FAQ's
Why are Instagram categories important?
Instagram business categories help brands showcase their niche, improve discoverability, and attract the right audience and influencer partnerships.
Do Instagram categories affect engagement or reach?
Yes—choosing the right Instagram category can impact engagement and reach by aligning your profile with users and influencers interested in your industry.
Why do some Instagram categories have higher engagement than others?
Certain Instagram categories like fashion, beauty, and food naturally drive higher engagement because they are highly visual and influencer-driven.
How is Instagram engagement rate calculated?
Instagram engagement rate is typically calculated by dividing total interactions (likes, comments, shares) by follower count, often expressed as a percentage.
Can businesses choose the right category when working with influencers?
Absolutely—selecting the right Instagram business category helps brands connect with influencers who create content in their niche, leading to more authentic campaigns.
How often do Instagram engagement rates change by category?
Instagram engagement rates vary regularly by category due to trends, seasonal content, and audience behavior shifts, especially in influencer-driven niches.
