Iran's Instagram Crackdown is Jeopardising Women's Livelihoods
Iranian women have been striving to enhance their socioeconomic status, both online and offline. Statistics show that this is not an easy task: in 2023, the World Economic Forum ranked Iran 143rd out of 146 countries in its annual gender gap report. Iran also sits at 144th for economic participation and opportunity. Consequently, many women resort to informal employment in areas such as sales, homeworking, catering, and domestic work. Due to the informal nature of this kind of work, it is difficult to collect data on the number of women in such roles.
Although it has become increasingly difficult for Iranians—particularly women—to make a living, many micro-entrepreneurs have used Instagram to start businesses. Due to its relatively low entry barriers and easy access to potential customers, the platform had been ideal for this purpose. However, Iranian women are now encountering serious obstacles. A move by authorities to block Instagram and throttle internet speeds, as well as steep increases in internet package prices and arrests of prominent influencers, have all made it more difficult for women to seek economic opportunities online.
World Bank figures from 2021 show that approximately 79 percent of Iran’s population uses the internet. In February 2024, the Iranian Students’ News Agency (ISNA) reported that after Telegram, WhatsApp was the most popular platform, with about 47.7 million users. Instagram ranked third, with 47 million users. Of Iranian Instagram users, 46 percent are female—more than 21 million women.
For the last five years, Abolfazl Hajizadegan, a sociologist at the University of Tehran, has published an annual report on Iran's social media sphere. Hajizadegan’s most recent report clearly shows that, despite the shutdown of Instagram by the Islamic Republic (which occurred at the beginning of the Woman, Life, Freedom movement in Iran), women persist in their online presence.
In this piece, I have chosen to focus specifically on accounts from which influencers generate income. The accounts I discuss do not necessarily belong to the most famous people but to ones who have amassed a large number of followers and are engaged in online business.
The table above is drawn from Hajizadegan’s reports and shows that the share of women has increased among Iranian social media influencers. Among lifestyle-oriented accounts on Instagram, the proportion of women has risen from 58 percent in 2019 to 89 percent in 2023. One of the women who has experienced the highest growth in followers in recent years is Yegane Rezaee, a lifestyle blogger. With one million followers, she chronicles her daily life and earns an income through sponsored posts.
Women are strongly represented among fashion and beauty accounts and one of the influencers in this area is Farzaneh Mezon, who has 153,000 followers. Mezon advertises her products by showcasing various outfits in the photos she uploads. Perhaps because of her popularity, her online store was blocked in July 2023. She soon posted the following statement on Instagram: “Our website has been blocked by a court order. We have been asked to delete all photos that go against Islamic values and the proper hijab framework.” Farzaneh was able to continue her work after appealing to her followers, who wrote comments of solidarity under the post and vowed to support her in making the necessary changes to her website.
Iranian women also account for a growing share of Instagram accounts focused on educational content. The share of women-led accounts has risen from 14 percent in 2019 to 45 percent in 2023. Havin Hosseiny manages a page that focuses on empowering women by improving their life skills. Her bio states, “Our goal is to improve women’s mental health and help them increase their income.’’ With 739,000 followers, she explains gender equality to the audience on her page by publishing short animated videos with attractive content and simple language. She also founded the Havin School, which offers online courses for women that focus on issues such as personal relationships, career advancement, self-confidence, stress reduction, and financial awareness. In addition to providing free educational content, she earns money from other educational workshops.
In the comedy and entertainment field, the gap between women and men remains significant despite women’s share increasing from 6 percent in 2019 to 29 percent in 2023. Zeinab Musavi, known as Emperor Kuzco, creates short comic videos. With 645,000 followers, she is one of the most famous Iranian comedians online. To earn an income, she asks her followers to donate any amount they wish: “These videos I create and publish on this page are my job. And if you enjoy them, you can contribute through two links I have provided in my bio.’’
Men dominate the sports pages. However, pages such as the one run by Elnaz Rekabi, a competition climber with 653,000 followers, are among the most popular on Instagram. It is worth bearing in mind that the low number of women participating in this field likely reflects restrictions placed on female athletes. For instance, the Instagram page of Sogol Rahbar, a bodybuilder with 290,000 followers, was temporarily shut by the Law Enforcement Command of the Islamic Republic of Iran, known by its Persian acroynym, FARAJA. A post on Rahbar’s account carried this message: “Due to the publication of criminal content against public morals and decency, Faraja has blocked this page.’’ However, after deleting posts deemed to depict “improper hijab,’’ Sogol resumed her activities. She earns money through advertising, providing exercise and nutrition programmes, and conducting online classes.
According to Hajizadegan’s research, women do not run any popular religious pages. However, conservative values are represented in other spheres. For example, there are business pages run by conservative women, one of whom is Khadije Faghih, who teaches mat weaving and has 37,800 followers. In addition to publishing free educational content, she earns money by holding classes.
Because Iranian women are excluded from the formal economy, many have sought opportunities in the informal economy. The widespread use of social media platforms has allowed many creative and enterprising women to engage in online business. Instagram is one of the most widely used platforms in Iran, but the crackdowns following the Women, Life, Freedom movement, have created new obstacles for women seeking opportunities on the platform. Moves by authorities to pressure women to observe the “proper hijab’’ have economic consequences. Moreover, President Ebrahim Raisi has yet to fulfill an election promise to provide free internet to all people on low incomes. Instead, internet prices remain high, and the government filtering of platforms like Instagram means that people are forced to buy virtual private networks (VPNs). This has dramatically reduced internet access for economically disadvantaged women.
According to the Tehran-based Beta Research Center, more than two million Iranian businesses market products and services on Instagram, and less than one-fifth of these enterprises also sells their products offline. Importantly, 64 percent of these businesses are owned by women, who have been disproportionately impacted by the internet crackdowns. Rural women who relied on online businesses for their livelihoods have been especially affected—many have been forced to peddle their products on city streets.
In February, Iran’s National Center for Cyberspace officially prohibited the use of VPNs. At present, despite campaigns to repeal the new prohibition, the future of the Iranian internet is uncertain. In recent years, Iranian women have accounted for a growing share of major accounts on Instagram, seizing economic opportunities that are unavailable in Iran’s offline economy. Today, their livelihoods are in jeopardy.
Photo: Farzaneh Mezon
