12 Oct The Ocean Cleanup makes comeback at #1 in Instagram Top 100
The third quarter of 2022 is over and that means a new study on the Instagram Top 100! Wondering what the brands in the Dutch Top 100 have done to make this achievement? In this article you will read more about how brands like Bol.com are using community management for success and how The Ocean Cleanup is leveraging the popularity of Instagram Reels.
The study
The Instagram Top 100 is compiled based on independent research by social media agency Somention. The most successful Dutch and international brands with a Dutch account on Instagram are rated based on the number of followers, likes, comments and engagement rate*. Every quarter, the brands that score best on average on all these points appear in the Instagram Top 100. At the end of the year, the list with the most successful brands on Instagram over 2022 will be announced. The complete list of Q3 can be found further on in this article.
Humour, customer experience and Reels
This quarter, the podium spots are filled by The Ocean Cleanup, Efteling and Bol.com. In Q2, Bol.com was missing from the top 3 for once, but they managed to change that by regaining the third spot this quarter. What brings them back to this place? Bol.com’s community management with Gerda from accounting is a firmly-rooted phenomenon and the unmistakable humour in the posts is what keeps the interaction with followers at a high level. In addition, the Efteling has now had to cede its first place in the second quarter to The Ocean Cleanup in the new list. Nevertheless, building and retaining a loyal community is something they are well versed in. With their content, they make sure that the experience of the park is also well felt online, which can be seen in their best performing post of the past period: the closure of the ‘Spookslot’ (a haunted castle).
However, only one brand can top the list. Because of The Ocean Cleanup’s high percentage of authentic followers, their excellent likes, high comment numbers and growth in followers of a whopping 53.6%, they deserve this first spot in the Top 100. In doing so, The Ocean Cleanup has responded well to the popularity of Instagram Reels. Accordingly, the post with the highest engagement was a Reel boasting an engagement rate of 23.90%, where the average engagement rate of similar accounts is 1.07%.
Noteworthy
A number of new names also joined the list this quarter, including MediaMarkt, clothing brand Banlieue, HelloFresh, Action Netherlands and Sissy Boy. The best-performing posts from Sissy Boy, MediaMarkt and Action Netherlands are all Instagram Reels! This is no surprise, as Reels are currently favoured by Instagram’s algorithm. In addition, they also have a special section dedicated to them in the app, so the reach of a Reel is easily higher than that of a normal feed post.
Dutch Instagram Top 100 – Q3 2022
Q3 2022 |
Handle |
Followers |
Engagement rate |
Rise / Drop |
1 |
theoceancleanup |
789.807 |
2,10% |
+1 |
2 |
efteling |
349.158 |
3,14% |
-1 |
3 |
bol_com |
239.397 |
2,46% |
+1 |
4 |
annefrankhouse_official |
182.660 |
2,58% |
-1 |
5 |
shell |
402.009 |
1,29% |
0 |
6 |
giethoorn_village |
149.564 |
2,48% |
0 |
7 |
redbullned |
175.597 |
1,74% |
+44 |
8 |
vangoghmuseum |
2.254.610 |
0,80% |
+1 |
9 |
walibihollandofficial |
109.269 |
2,40% |
+2 |
10 |
schorembarbier |
431.140 |
0,82% |
0 |
11 |
patta_nl |
536.531 |
0,79% |
+31 |
12 |
pinkpopfest |
76.660 |
4,42% |
-4 |
13 |
transavia |
97.064 |
2,03% |
+41 |
14 |
visitkeukenhof |
99.962 |
1,54% |
-7 |
15 |
deschoolamsterdam |
77.248 |
2,33% |
+45 |
16 |
lowlands_fest |
89.156 |
1,67% |
+9 |
17 |
rijksmuseum |
761.416 |
0,53% |
-2 |
18 |
netflixnl |
529.635 |
0,55% |
+3 |
19 |
damenshipyards |
73.129 |
1,65% |
– |
20 |
videolandonline |
171.534 |
0,74% |
0 |
21 |
klm |
1.380.555 |
0,44% |
+1 |
22 |
67.044 |
1,56% |
-3 |
|
23 |
pathe |
176.444 |
0,66% |
+32 |
24 |
attractieparktoverland |
50.287 |
3,79% |
+3 |
25 |
schiphol |
93.352 |
1,00% |
+1 |
26 |
gemeenteamsterdam |
84.497 |
1,07% |
-10 |
27 |
uva_amsterdam |
61.424 |
1,47% |
+23 |
28 |
zwartecross |
70.402 |
1,11% |
– |
29 |
diergaardeblijdorp |
68.590 |
1,15% |
-5 |
30 |
daftrucksnv |
77.533 |
0,94% |
+8 |
31 |
hunkemoller |
1.235.536 |
0,36% |
+15 |
32 |
coolblue |
54.116 |
1,39% |
-15 |
33 |
gemeenterotterdam |
68.090 |
1,06% |
+20 |
34 |
nationaleoperaballet |
76.343 |
0,93% |
+3 |
35 |
universiteitleiden |
51.969 |
1,42% |
+24 |
36 |
myjewellery |
516.816 |
0,35% |
+16 |
37 |
ritualscosmetics |
865.240 |
0,32% |
+28 |
38 |
blondamsterdamnl |
63.678 |
1,01% |
+25 |
39 |
vanmoof |
157.172 |
0,50% |
-25 |
40 |
mcdonaldsnl |
132.764 |
0,51% |
-9 |
41 |
vuamsterdam |
29.938 |
5,17% |
-6 |
42 |
landalnl |
41.654 |
1,90% |
+32 |
43 |
prinsesmaximacentrum |
28.411 |
5,53% |
-3 |
44 |
ns_online |
47.860 |
1,31% |
-12 |
45 |
vedder.vedder |
236.822 |
0,37% |
+50 |
46 |
albertheijn |
174.941 |
0,40% |
-34 |
47 |
disneynl |
48.336 |
1,17% |
+34 |
48 |
tonyschocolonely_nl |
69.368 |
0,70% |
+22 |
49 |
rivieramaison |
203.539 |
0,37% |
+39 |
50 |
playstation_nl |
77.169 |
0,64% |
-3 |
51 |
dilleenkamille |
377.394 |
0,31% |
+13 |
52 |
artipoppe |
402.151 |
0,30% |
-13 |
53 |
canonnederland |
118.315 |
0,45% |
+154 |
54 |
flugelnl |
27.577 |
2,47% |
-18 |
55 |
wnfnederland |
67.541 |
0,69% |
-14 |
56 |
audinederland |
61.185 |
0,73% |
+86 |
57 |
devegetarischeslager |
54.199 |
0,81% |
+44 |
58 |
justdiggit |
29.924 |
1,54% |
– |
59 |
thebulldogofficial |
128.910 |
0,40% |
-16 |
60 |
gstarraw |
739.130 |
0,24% |
+68 |
61 |
artis.amsterdam |
32.814 |
1,30% |
+6 |
62 |
mediamarktnl |
70.686 |
0,53% |
+88 |
63 |
erasmusuniversity |
39.967 |
1,09% |
-1 |
64 |
kameraexpress |
48.578 |
0,82% |
+97 |
65 |
wondr.experience |
118.821 |
0,37% |
-42 |
66 |
clandebanlieue |
53.916 |
0,70% |
+206 |
67 |
actionnederland |
373.358 |
0,24% |
+49 |
68 |
tuinederland |
128.020 |
0,35% |
-38 |
69 |
jaminonline |
39.999 |
0,95% |
+35 |
70 |
nintendoswitchnl |
52.541 |
0,68% |
+60 |
71 |
nintendonl |
41.386 |
0,88% |
+2 |
72 |
allerhande |
308.802 |
0,24% |
+4 |
73 |
nlvogue |
224.744 |
0,25% |
-39 |
74 |
173.365 |
0,28% |
+9 |
|
75 |
111.802 |
0,35% |
-6 |
|
76 |
radboud_uni |
26.307 |
1,36% |
-4 |
77 |
beeksebergen |
36.386 |
0,91% |
+23 |
78 |
karwei |
269.996 |
0,24% |
-50 |
79 |
rijksrestaurant |
44.895 |
0,77% |
-11 |
80 |
museumvoorlinden |
131.667 |
0,31% |
+10 |
81 |
erasmusmc |
22.828 |
1,52% |
-3 |
82 |
suitsupply |
644.513 |
0,17% |
+21 |
83 |
bodyandfit_nl |
101.199 |
0,31% |
-70 |
84 |
corendon |
116.542 |
0,30% |
-2 |
85 |
hemanederland |
463.566 |
0,17% |
+7 |
86 |
kfcnederland |
17.967 |
2,10% |
+5 |
87 |
decathlonnederland |
22.969 |
1,35% |
+7 |
88 |
sissyboy1982 |
176.575 |
0,24% |
+112 |
89 |
hellofreshnl |
53.243 |
0,51% |
+158 |
90 |
volkswagennl |
27.179 |
1,05% |
-33 |
91 |
action.beauty |
59.315 |
0,47% |
+48 |
92 |
wobbelboard |
156.909 |
0,24% |
-21 |
93 |
stedelijkmuseum |
213.038 |
0,20% |
+9 |
94 |
postcodeloterij |
60.194 |
0,44% |
-8 |
95 |
wildlandsnl |
27.838 |
0,94% |
-6 |
96 |
disneyplusnl |
55.862 |
0,46% |
+3 |
97 |
msmode |
87.556 |
0,31% |
-13 |
98 |
wibranl |
105.541 |
0,27% |
+61 |
99 |
sneakerjagers |
132.361 |
0,25% |
+6 |
100 |
chocomelnl |
13.460 |
3,15% |
-7 |
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.
Curious about which brands in our neighbouring countries are successful on Instagram?
♦ View the Belgian Instagram Top 100 here
♦ View the German Instagram Top 100 here
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