Instagram is the most visited social media platform used in Iran; however, Iran is the only country where this network has such a high level of popularity. This comes while Facebook is reported as the most popular social network in the world and Asia.
Here is an excerpt from a machine translation of what the official news agency reported about Instagram’s popularity in Iran:
Studies of social networks worldwide show that Instagram is the most popular social network in Iran and, due to its visual appeal and continuously updated features, it has gained a very good position in our country. Meanwhile, Facebook is the social network used by most Asian and other countries. Several reasons for Instagram’s significant popularity in Iran have been discussed in this report.
Although Instagram features, such as live streaming and stories, have attracted a global audience, the inability to upload long videos has been a problem. This issue was largely resolved with the addition of IGTV in 2018, but users still report issues with uploading long non-live videos on Instagram.
In Iran, Instagram, like most other foreign social networks such as Facebook, X (formerly Twitter), and YouTube, is filtered. However, this network was open until December 31, 2017, and during the unrest that year, it was blocked for only four days and was unblocked on January 4. Many businesses and cultural activities, especially during the COVID-19 pandemic, became active on Instagram. With the tensions of 2022, Instagram was filtered again; a filtering that businesses assumed would be lifted with the return of calm, allowing them to resume their activities. However, this expectation has not been met so far.
In general, the issue of Instagram filtering is not limited to Iran, as it has also been imposed in other countries, such as Hong Kong, Russia, and China, due to various reasons, including political problems between China and Russia with the United States, the main operator of Instagram, as well as internal issues.
Iran is the only place where Instagram is the most popular social network.
In the image below, the usage of various social networks within Iran is measured, showing that Instagram, with 75.94%, is the most widely used platform by far. Pinterest, another visual social network, is in second place, indicating Iranians’ strong preference for visual platforms. Facebook, which holds the top usage rank in Asia and globally, ranks third in Iran with less than 5%, and X (formerly Twitter), with less than 2%, occupies the subsequent usage ranks in Iran. (Source: Statcounter)
Why has Instagram been so successful?
- Easy access and simple usage Easy access and the lack of initial filtering of this social network may be one of the most important reasons for Instagram’s high usage and popularity in Iran. Despite its filtering since September 2022, many users are still convinced to continue their presence on this platform. While other social networks like Facebook, YouTube, and Twitter require VPNs, Instagram was accessible in Iran without a VPN until 2022, which significantly contributed to its initial familiarity and widespread use in Iran.
Access to Instagram via mobile phones, a widely used device among the public, has led to a considerable increase in its usage in Iran. Unlike Facebook, which was widely used in Iran before but mostly accessible on home and office computers, Instagram’s mobile accessibility has contributed to its greater usage.
The usability of this social network, with features such as various filters, photo-editing capabilities, and personalized page settings, is relatively simple. Even individuals who are not very familiar with modern technology can easily use Instagram.
These features have led people of different ages to join Instagram and easily share their photos with others. Even those who do not wish to engage in much social activity and prefer to spend most of their time at home find Instagram a suitable opportunity to stay informed about their surroundings.
- Public information and media streaming In recent years, Instagram in Iran has become a reference for accessing important news and information and streamlining media, leading various visual, audio, and written media to create Instagram pages. The BBC Persian news page, with over 20 million followers, has shown that this platform can be effectively used for media streamlining. Although this information can be disseminated through platforms like X (formerly Twitter), Instagram has a greater potential for impact due to its visual appeal, demonstrating the importance and dimensions of events.
Overall, one of the most important events brought about by social networks has been social mobility and bringing society out of stagnation. Instagram has played this role for its users.
- Widespread use among different intellectual, ethnic, and age groups The widespread and high penetration rate of Instagram among various Iranian populations, from the general public to intellectuals, different ethnicities, ages, genders, and diverse interests, has made this social network one of the most important centers for receiving people’s opinions. The maximum presence of people on a social network can provide many opportunities for education and information dissemination. Still, it has also brought threats to families, referred to by experts as Instagram addiction.
Excessive presence in this space causes many mental and psychological problems for users. Additionally, some inappropriate non-Iranian lifestyles and Western lifestyle (lifestyle) cultures have resulted from this excessive use of Instagram in Iran. On this social network, users can take photos and videos of their daily lives, events, and anything they like and ultimately share them with those they love.
- A place for free business and virtual commerce Instagram has undoubtedly been one of the most important events in the field of commercial businesses in Iran, enabling many users to earn income without significant capital, physical stores, and tax payments. According to a report by a research center in the country in 2021 regarding businesses active on Instagram, 9 million people, or 1.7 million businesses, earn income on this platform.
This research center has divided active Instagram businesses into 12 categories. Based on the analysis and categorization by Beta, clothing, cosmetics, hygiene, and consulting and services are the most active businesses on Instagram. These businesses account for 30%, 20%, and 10% of this market, respectively. Meanwhile, many active businesses on Instagram cannot earn income from other sources, such as setting up a store or physical office.
In fact, Instagram is not just a fun and entertaining network but also a platform for conducting commercial activities. Since there is no legal and official reference for managing transactions conducted on Instagram, the amount of financial turnover from goods and services transactions on this platform is not measurable.
5. 5. Access and Interaction with Celebrities
Instagram celebrities earn substantial incomes through advertising, product and brand endorsements, affiliate marketing, and collaborations with large businesses. The more followers, popularity, and recognition they have, the higher their income. Their field of activity also impacts their earnings. Many Iranian Instagram celebrities have monthly incomes ranging from several hundred million to several billion rials, with advertising being the simplest source of income.
According to a report by IRNA in 2023, the tax office reviewed the income tax returns of influencers with over 500,000 followers for the years 2020 and 2021. They identified 551 virtual users and activists with more than 500,000 followers who were subject to income tax. Ultimately, after verifying their identities, they issued income assessments for 123 influencers who had significant incomes.
“Viners” are a category of Instagram influencers whose goal is to create entertaining and comedic content. These individuals use humor to promote products or services. Due to their high viewership, their story rates start at 100 million rials. Another Instagram influencer with 10 million followers, who focuses on comedy, charges 35 million rials for three stories that remain on their page for 24 hours, and such advertisements are usually visible on their page daily. If this individual posts just three special stories a day, their monthly income can exceed one billion rials.
One feature present in most social networks, including Instagram, is the ability for people to connect with famous individuals in various fields such as culture, sports, society, politics, and more. Prominent figures from academia, acting, singing, and sports, by being present on this social network and sharing their views and latest activities, interact directly with the public and quickly receive their criticisms and suggestions.
This feature, which is a double-edged sword, has brought many well-known figures to Instagram. However, in some cases, the attacks on their personal pages have led them to give up having an Instagram account. Notable Iranian personalities and officials with official Instagram accounts include the Supreme Leader with 4.9 million followers and Martyr Raisi with 2.8 million followers. In recent years, Instagram has blocked many accounts of Iranian political figures.
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