In the early morning of January 30, 2026, the Internet briefly stopped scrolling. Millions of fans woke up to find out Virat Kohli‘s Instagram account mysteriously disappeared, sparking panic, confusion and a flood of memes on the platform. With over 274 million followers and engagement figures that rival those of global sporting icons, Kohli’s temporary absence underscores the power and value of his digital influence in the modern sports economy.

Although the account was restored within a few hours, the brief outage was enough to dominate the conversation around the world. From fan theories to branded watch speculation, the incident has once again put Kohli at the center of the global digital spotlight – this time for reasons other than cricket.

Kohli’s online presence is often compared to that of football superstars cristiano ronaldo and Lionel Messiand the numbers back it up. In terms of participation rates, despite being in a cricket-centric market, Kohli has consistently matched or even surpassed many global celebrities.

For brands, this influence goes beyond follower counts. Kohli’s audience is active, global, and emotionally charged, making every post a potential marketing goldmine. Even a brief disruption to his account was enough to cause ripple effects throughout the digital advertising ecosystem.

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How much does Virat Kohli earn from Instagram?

In 2026, Kohli went on to become the highest-paid Indian celebrity on Instagram and ranked among the top three athletes globally in terms of platform-based earnings.

• Cost per sponsored post: Kohli reportedly charges Rs 11-140 million (approximately $1.3-1.6 million) for a single branded grid post.
• Annual digital endorsement revenue: His social media presence brings him over Rs 200 crore in endorsement income every year.
• Quality partnership: His brand portfolio includes globally renowned brands such as Puma, HSBC, Audi and MRF.

The ‘Coli Effect’ where brands really pay the price

Marketing experts point out that brands are not just investing in Kohli’s influence, they also subscribe to what is known as the ‘Kohli effect’. His posts regularly generate higher levels of positive engagement, including likes, comments and shares, than many Hollywood A-listers.

This efficiency makes his Instagram account one of the most powerful marketing tools in the world. One of Kohli’s posts is not just promoting a product but promoting it. It creates conversation, visibility and credibility on a global scale.

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