New Study Suggests That Instagram is a “Key Hub for Music Superfans”

A new study commissioned by Meta – the organisation behind Facebook, Instagram, and WhatsApp – has identified Instagram as one of the most significant platforms for music superfans.

The research, conducted by analytics firm Luminate, found that 58% of music superfans use Instagram to connect with artists. It also reported that nearly one in three daily music engagers on the platform meet the criteria to be classified as superfans, suggesting a higher concentration of highly engaged listeners than on most other social media services.

The study drew on a combination of data sources, including a sample of 739 randomly selected artists, a survey of 4,041 music listeners in the United States, and a quasi-experimental analysis of streaming behaviour. Luminate, which is also known for providing data for the Billboard Hot 100, combined its consumption metrics, spanning streaming, physical sales and radio play, with Meta’s internal engagement data.

According to the findings, artists whose streaming growth closely correlates with Instagram engagement saw median streaming increases of 23% year-on-year between the second quarter of 2024 and the same period in 2025. This compares with growth of just 3% across the wider artist population. However, the report notes that the analysis does not establish a direct causal relationship between Instagram activity and increased streaming figures.

Researchers also examined the impact of Meta’s “Activation” programme, which pairs record labels and publishers with Instagram’s Reels advertising infrastructure. The study found that these campaigns independently boosted off-platform streaming by approximately 10% during the launch week and in the four weeks that followed.

“We find strong evidence that Instagram’s programme is effective in driving growth of an artist’s off-platform streaming,” the report said, while stopping short of claiming it as the sole driver of audience expansion.

As a case study, the report highlighted Alex Warren’s track Ordinary, released in February 2025. The song experienced increased traction after an Instagram Activation campaign began several weeks later, with both Reels viewership and streaming numbers rising in tandem.

The track eventually reached number one on the Billboard Hot 100, though the report emphasises that multiple factors typically contribute to such chart success.

The research also suggests that the effects of Instagram promotions may be more sustained than those associated with a standard single release cycle, indicating that ongoing engagement could play a role in maintaining listener interest over time.

Central to the study is the concept of the “superfan”, defined by Luminate as a consumer who engages with an artist in at least five out of 13 possible ways. These behaviours include attending live performances, purchasing physical music or merchandise, following across multiple platforms and acting as a “primary word-of-mouth ambassador”.

By this measure, 32% of Instagram’s daily music engagers qualify as superfans, nearly double the 18% observed across the broader population of music users on social media. Among Generation Z listeners, the proportion rises further to 38%, underlining the platform’s particular resonance with younger audiences.

The study also found that Instagram users who engage with music tend to demonstrate stronger real-world support for artists. Around 45% reported attending a live music event within the past year, compared with 32% among general music listeners. Similarly, 21% said they had purchased vinyl records in the previous 12 months, compared with 12% of the wider group.

Jaime Marconette, Vice President of Music Insights and Industry Relations at Luminate, said the findings reinforce the growing importance of dedicated fan communities within the modern music business.

“Superfans are the primary drivers of the modern music economy, and Luminate provides the standardised data necessary to measure their actual impact across the industry,” she said. “Our analysis confirms that Instagram is a central environment for building these deep relationships, as it hosts a high concentration of fans willing to invest their time and money back into the artists they follow.”