From the archive. First published in September 2015. Rewritten for clarity, with a note on what happened afterwards.
In 2015 Facebook opened Instagram advertising to more than thirty additional countries, having tested it in a handful of markets. At the time Instagram was a minor contributor to revenue.
How that turned out
Instagram became one of the most valuable advertising properties in the world and passed three billion monthly users in September 2025. The acquisition that was mocked in 2012 as an overpayment is now routinely described as one of the best deals in technology.
What it did to the account market
Instagram is now the second largest category on general asset marketplaces, with individual accounts asked at six figures. It is also the platform with the most explicit prohibition on transfer: its terms state you cannot attempt to buy, sell or transfer any aspect of an account, including the username.
That combination creates the central problem for anyone trading Instagram accounts.
- There is no page object to hand over. A professional account is a mode on a personal account, not a separate asset. The only way to transfer it is to hand over the login.
- Escrow services typically require the seller to disable two factor authentication and surrender the original creation email. That is a direct terms breach with permanent ban exposure on both sides.
- The reclaim risk is higher than on Facebook, because the seller’s recovery paths are harder to sever completely.
What reach looks like there now
Worse than its reputation. Socialinsider recorded an Instagram reach rate of 3.20 percent, down 14 percent year on year, while Metricool found Reels reach down 35 percent and post reach down 31 percent. Our Instagram FAQ covers what to check before buying.
Thinking of selling?
We give free valuations with no obligation. Send us the page URL and a representative replies with a figure, usually within one business day. Looking to buy instead? Register as a buyer.
