12 Jan Festivals on top in Belgium Instagram Top 100 Q4
The results of the Q4 Instagram Top 100 research for Belgian brands are here. And we can tell you straight away: the festival accounts of Graspop Metal Meeting, Dour Festival, Rock Werchter festival and Pukkelpop stand strong together on top. Looking for inspiring Belgian accounts on Instagram or curious if your brand made the list? Keep reading to find out!
The research
The Instagram Top 100 is compiled based on independent research by social media agency Somention. The most successful Belgian and international brands with a Belgian account on Instagram are rated based on the number of followers and engagement rate*. Every quarter, the brands that score best on average on these points appear in the Instagram Top 100. At the beginning of February, the list of the most successful brands on Instagram over the entire year of 2022 will be announced. The complete list for Q4 can be found later in this article.
Ready for the 2023 festival season
After a slight drop in the list in Q3, Graspop Metal Meeting is back to its leading position in the Instagram Top 100. The account of this metal festival has an excellent Audience Quality Score of 97/100. (The AQS of an account is computed based on its engagement rate, the percentage of real people and influencers among the account’s followers, follower growth patterns and the percentage of recent likes and comments that come from real people, who don’t participate in Engagement Pods, and were not inflated by tag-to-win giveaways.)
In second place is the Dour Festival. This festival’s account was in first place in the third quarter, but has now had to cede its number-one spot to Graspop Metal Meeting. However, they are still performing very well on the social media platform. The Rock Werchter festival account secured the third spot in the list this quarter. With a growth in their following of almost 31.000, this third place is definitely deserved. With Pukkelpop in fourth place, it is clear that these audiences cannot wait for the 2023 festival season to begin!
Next to festival content, what do Belgians like to see?
Starting off with Hellofresh Belgium, the account which rose 127 spots in the Q4 list to number 28. The healthy meal box company shares healthy recipes, fun facts about ingredients, cooking hacks and funny memes that are relatable to their target audience. Their average engagement rate grew from 0.13% at the beginning of Q4 to 2.38% at the end of the quarter, where similar accounts have an average engagement rate of 0.74%.
Two other remarkable shifts in the list are those of designer outlet Cameleon (34) and the account of Basilix shopping centre (89). Both fashion-focused accounts did great in this year’s last quarter. Cameleon has excellent comment activity, receiving comments from 1.2% of their audience. This might seem little, however similar accounts receive comments from only 0.05% of their audience.
Unfortunately, there cannot only be highs. Some accounts failed to maintain their spot on the list this quarter. Disney Belgium dropped 57 places to number 78 and the account of supermarket Colruyt is down 56 places and is now at spot 96. Want to know what else happened? Check out the full list of Q4 below.
Belgian Instagram Top 100 – Q4 2022
Q4 2022 |
Account |
Followers |
Engagement Rate |
Rise / Drop |
1 |
graspopmetalmeeting |
83,479 |
5.95% |
+3 |
2 |
dourfestival |
94,830 |
3.56% |
-1 |
3 |
rockwerchterfestival |
115,739 |
2.33% |
+3 |
4 |
pukkelpop |
101,044 |
2.28% |
-2 |
5 |
delvaux |
333,259 |
1.38% |
+36 |
6 |
walibibelgium |
53,769 |
3.81% |
-3 |
7 |
rampagebelgium |
84,402 |
1.36% |
+3 |
8 |
flyingbrussels |
110,530 |
1.08% |
-1 |
9 |
pairidaizaofficial |
183,124 |
0.95% |
-4 |
10 |
yvesrocherbelgium |
71,434 |
1.30% |
+27 |
11 |
casterman_bd |
41,861 |
1.65% |
+31 |
12 |
zoo_planckendael |
42,797 |
1.52% |
-4 |
13 |
kuleuven |
38,134 |
1.70% |
-1 |
14 |
tomorrowland |
8,264,599 |
0.58% |
+12 |
15 |
neuhauschocolates |
43,981 |
1.27% |
-4 |
16 |
ridley_bikes |
136,403 |
0.67% |
0 |
17 |
plopsa_official |
54,327 |
0.95% |
-8 |
18 |
lidlbelgium |
122,877 |
0.64% |
-5 |
19 |
natancouture |
57,938 |
0.92% |
+3 |
20 |
insta_ulb |
25,724 |
2.43% |
+11 |
21 |
ugent |
29,505 |
1.78% |
-6 |
22 |
bobbejaanland |
20,553 |
4.22% |
-2 |
23 |
bellewaerde |
21,261 |
2.88% |
+1 |
24 |
sunrisefestivalbe |
19,413 |
3.52% |
-5 |
25 |
zooantwerpen |
20,724 |
2.73% |
-7 |
26 |
brusselsairport |
30,734 |
1.33% |
+6 |
27 |
stibmivb |
20,544 |
2.48% |
-4 |
28 |
hellofreshbe |
21,234 |
2.24% |
+127 |
29 |
leonidas_chocolatier |
27,120 |
1.31% |
+17 |
30 |
uzgent |
14,713 |
3.46% |
+13 |
31 |
canonbelgium |
37,337 |
0.90% |
-4 |
32 |
airbelgium_official |
16,185 |
2.43% |
-4 |
33 |
dupuis_bd |
48,517 |
0.57% |
-4 |
34 |
cameleon.outlets |
17,622 |
1.84% |
+104 |
35 |
bmwbelux |
45,330 |
0.56% |
-10 |
36 |
audibelgium |
29,773 |
0.93% |
-2 |
37 |
essentielantwerp |
295,835 |
0.27% |
+1 |
38 |
xandres_belgium |
22,748 |
1.12% |
15 |
39 |
junique.fashion |
16,395 |
1.61% |
-6 |
40 |
redbullbe |
89,636 |
0.33% |
+5 |
41 |
kinepolisbelgie |
29,839 |
0.84% |
+48 |
42 |
stabilobelgium |
11,837 |
4.33% |
+6 |
43 |
havearoll |
14,593 |
1.69% |
+17 |
44 |
autoworld_brussels |
14,154 |
1.84% |
+14 |
45 |
couleurcafefestival |
17,793 |
1.23% |
-28 |
46 |
xiaomi.belgium |
9,983 |
5.30% |
+16 |
47 |
vubrussel |
20,957 |
0.95% |
-17 |
48 |
visitoostende |
24,177 |
0.82% |
+1 |
49 |
caroline_biss |
26,608 |
0.71% |
-5 |
50 |
godiva |
321,664 |
0.18% |
+23 |
51 |
alpro |
326,938 |
0.16% |
0 |
52 |
mcdonaldsbelgium |
31,694 |
0.58% |
-2 |
53 |
universitedeliege |
13,023 |
1.87% |
+10 |
54 |
12,558 |
1.92% |
+7 |
|
55 |
oneplus_bnl |
38,246 |
0.44% |
-19 |
56 |
dekoninck |
10,643 |
2.57% |
+9 |
57 |
12,089 |
2.14% |
+7 |
|
58 |
iciparisxlbe |
75,804 |
0.25% |
+24 |
59 |
fondationboghossian |
25,424 |
0.65% |
-24 |
60 |
thedoughbar |
10,281 |
2.62% |
-1 |
61 |
ubisoftbelgium |
54,125 |
0.28% |
-47 |
62 |
ikeabelgium |
194,823 |
0.15% |
-23 |
63 |
delijn |
14,157 |
1.26% |
-9 |
64 |
uantwerpen |
14,357 |
1.15% |
+2 |
65 |
79,870 |
0.22% |
+29 |
|
66 |
actionbelgie |
182,020 |
0.15% |
+4 |
67 |
volvocarbelux |
12,565 |
1.58% |
+21 |
68 |
mu.zee |
13,368 |
1.34% |
+7 |
69 |
centerparcsbe |
23,205 |
0.63% |
+30 |
70 |
botanique_bxl |
23,326 |
0.61% |
+20 |
71 |
disneyplusbe |
33,632 |
0.44% |
-4 |
72 |
7,964 |
3.97% |
+4 |
|
73 |
abconcerts |
59,181 |
0.22% |
-5 |
74 |
tuibelgium |
39,538 |
0.28% |
-19 |
75 |
playstation_be |
27,482 |
0.45% |
+2 |
76 |
kruidvat.belgie |
37,717 |
0.30% |
+33 |
77 |
kbc_be |
17,314 |
0.67% |
+27 |
78 |
disneybe |
51,590 |
0.20% |
-57 |
79 |
flyingtigerbe |
32,030 |
0.33% |
+2 |
80 |
avoandcadoclothing |
6,561 |
5.29% |
+7 |
81 |
callebautchocolate |
425,926 |
0.07% |
+11 |
82 |
nikonbelgium |
22,487 |
0.51% |
+11 |
83 |
paintedtrains |
78,731 |
0.15% |
+28 |
84 |
albertheijnbelgie |
27,600 |
0.38% |
-27 |
85 |
maisonsdumonde_be |
82,719 |
0.15% |
-16 |
86 |
action.belgique |
119,407 |
0.11% |
-7 |
87 |
ilovemrmittens |
151,006 |
0.11% |
+4 |
88 |
mercedesbenz_belgium |
37,762 |
0.25% |
+15 |
89 |
basilix_shopping_center |
13,664 |
0.92% |
+92 |
90 |
floralux_be |
14,989 |
0.67% |
-7 |
91 |
sneakerdistrict |
372,616 |
0.02% |
+5 |
92 |
comicsartmuseum |
9,909 |
1.38% |
+13 |
93 |
zebfashion |
63,043 |
0.14% |
-15 |
94 |
oudbeersel |
13,443 |
0.83% |
+3 |
95 |
guylian.global |
15,656 |
0.63% |
-15 |
96 |
colruyt_be |
31,591 |
0.29% |
-56 |
97 |
icewatch |
188,601 |
0.06% |
+3 |
98 |
lavida.fashion |
8,786 |
1.45% |
+10 |
99 |
cocacolabelgium |
36,482 |
0.23% |
+16 |
100 |
cotedorbe |
10,420 |
1.10% |
+43 |
Explanation of study
In this independent research, a number of factors were taken into account for the selection of brand accounts. To get a reliable engagement rate, only accounts with more than 5,000 followers are included. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs. In addition, accounts with an 18+ setting (such as those of some alcoholic beverages and lotteries) are excluded due to settings of Instagram.
*Engagement rate shows the percentage of the audience who engages with the content posted by the brand. Calculation: the likes and comments divided by the follower count and the number of posts for the given period.
Want to find out which brands in neighbouring countries are successful on Instagram?
♦ View the Dutch Instagram Top 100 of Q4 here
♦ View the German Instagram Top 100 of Q4 here
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