Instagram Top 100 Q4: The Ocean Cleanup, Efteling and bol.com hit it again

12 Jan Instagram Top 100 Q4: The Ocean Cleanup, Efteling and bol.com hit it again

Posted at 10:11h in Instagram Top 100 by

2022 is behind us and the last quarterly study of successful Dutch brands on Instagram has been concluded. Which brands have proven to belong in the Instagram Top 100 list and what did they do to achieve this? In this article, you can read all about the research and the results of the Q4 2022 Instagram Top 100.


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 beginning of February, the list of the most successful brands on Instagram over the entire year of 2022 will be announced. The complete list of Q4 can already be found further on in this article.

Steadiness at the top

Secretly scrolled down to the list already? Then you will probably have noticed that there were no shifts in the top 4 this quarter, compared to Q3. The Ocean Cleanup is once again the frontrunner, followed by the Efteling, bol.com and the Anne Frank House. These accounts have once again proven to be successful on Instagram, but what are their individual strengths?

As the list frontrunner in Q4, The Ocean Cleanup achieved another great accomplishment. And it’s well deserved; this year, their cleanups removed a whopping 153,314 kg of trash from the ocean and intercepted 838,869 kg from rivers. A wonderful initiative that followers love to keep up to date with via its Instagram account. Efteling also managed to strike the right chord with its followers this quarter through their content. The post with the highest engagement rate was a competition in which four Efteling season tickets were given away. And we get why, wandering through the Efteling for free is a great activity for many. In third place in the Top 100 we have bol.com, which characterises itself on Instagram with timeless humour for young and old. The content still hits well with followers and provokes a lot of reaction, resulting in excellent comment numbers. Finally, the Anne Frank House. Slowly but surely, this account is growing in followers and engagement rate. The authentic and educational content receives a lot of likes and keeps followers interested. 

Rise and fall

In comparison to Q3, Q4 2022 saw some notable shifts in the list. For example, LOF Boutique moved up a whopping 170 spots to 52nd place, Coca Cola Netherlands rose 104 spots to 81 and Lucardi moved up 104 places to 98th. Also in Q4, there are a number of new accounts in the Top 100 that are definitely worth checking out on Instagram, such as: GOGO Reizen, Lucardi, Creative Life, Loetje and Alzheimer Nederland. Congrats! 

But there are no peaks without lows. Next to the newcomers, there are also a number of drop-offs this quarter. Although streetwear brand Patta was number 11 on the list last quarter, the account has now dropped 80 spots to 91st. Red Bull Netherlands managed the 7th spot in Q3, but is at number 53 this quarter. Nobody said social media was easy… Check out the entire list below.

Dutch Instagram Top 100 – Q4 2022 

Q4 2022
Account
Followers
Engagement rate
Rise / Drop
1
theoceancleanup
863.724
2,46%
0
2
efteling
363.634
3,68%
0
3
bol_com
241.797
2,54%
0
4
annefrankhouse_official
183.968
2,67%
0
5
vangoghmuseum
2.298.141
1,04%
+3
6
shell
417.732
1,09%
-1
7
giethoorn_village
149.949
1,86%
-1
8
schorembarbier
432.396
0,89%
+2
9
visitkeukenhof
100.278
2,49%
+5
10
walibihollandofficial
111.827
2,20%
-1
11
gemeenteamsterdam
86.674
2,65%
+15
12
transavia
98.828
2,22%
+1
13
klm
1.390.874
0,58%
+8
14
hunkemoller
1.245.990
0,58%
+17
15
videolandonline
181.312
0,80%
+5
16
uva_amsterdam
64.199
3,08%
+11
17
coolblue
54.749
5,14%
+15
18
pinkpopfest
81.662
1,48%
-6
19
vedder.vedder
238.456
0,66%
+26
20
playstation_nl
78.153
1,32%
+30
21
daftrucksnv
78.577
1,24%
+9
22
thelemontree.nl
67.055
1,83%
0
23
rijksmuseum
771.783
0,46%
-6
24
nationaleoperaballet
87.581
1,08%
+10
25
diergaardeblijdorp
69.086
1,37%
+4
26
netflixnl
538.967
0,44%
-8
27
wehkamp
89.614
0,96%
+76
28
vanmoof
160.726
0,63%
+11
29
gemeenterotterdam
70.415
1,10%
+4
30
artipoppe
422.399
0,42%
+22
31
mcdonaldsnl
133.319
0,62%
+9
32
zwartecross
71.751
0,98%
-4
33
universiteitleiden
53.497
1,60%
+2
34
damenshipyards
73.796
0,96%
-15
35
myjewellery
521.649
0,37%
+1
36
dilleenkamille
387.223
0,40%
+15
37
attractieparktoverland
52.855
1,49%
-13
38
lowlands_fest
92.113
0,72%
-22
39
schiphol
94.987
0,70%
-14
40
vuamsterdam
31.060
5,55%
+1
41
ns_online
49.489
1,57%
+3
42
corendon
116.703
0,59%
+42
43
prinsesmaximacentrum
29.652
6,17%
0
44
blondamsterdamnl
66.144
0,93%
-6
45
hellofreshnl
53.783
1,08%
+44
46
wnfnederland
67.794
0,85%
+9
47
pathe
177.950
0,44%
-24
48
deschoolamsterdam
87.698
0,63%
-33
49
volkswagennl
27.715
4,88%
+41
50
erasmusuniversity
41.500
1,73%
+13
51
justdiggit
31.342
2,48%
+7
52
lofboutique
116.752
0,46%
+170
53
redbullned
175.950
0,37%
-46
54
nintendoswitchnl
53.259
0,83%
+16
55
tonyschocolonely_nl
69.600
0,61%
-7
56
sneakerjagers
139.953
0,40%
+43
57
flugelnl
27.635
2,07%
-3
58
radboud_uni
27.110
2,12%
+18
59
tisjadamenlingerie
322.389
0,25%
+49
60
rivieramaison
204.929
0,30%
-11
61
allerhande
311.318
0,24%
+11
62
tudelft
53.058
0,75%
+47
63
devegetarischeslager
54.597
0,73%
-6
64
postcodeloterij
64.998
0,60%
+30
65
zusss.nl
174.268
0,31%
+9
66
ritualscosmetics
918.142
0,17%
-29
67
kameraexpress
49.614
0,79%
-3
68
handsoffmychocolate
23.749
2,43%
+54
69
msmode
88.270
0,43%
+28
70
albertheijn
178.085
0,28%
-24
71
thebulldogofficial
128.914
0,35%
-12
72
museumvoorlinden
134.422
0,33%
+8
73
erasmusmc
23.288
2,40%
+8
74
canonnederland
118.462
0,35%
-21
75
artis.amsterdam
33.176
0,99%
-14
76
wildlandsnl
28.313
1,14%
+19
77
bylotte
58.375
0,61%
+39
78
beeksebergen
37.202
0,90%
-1
79
actionnederland
380.568
0,17%
-12
80
nintendonl
43.165
0,75%
-9
81
cocacola_nl
23.645
1,73%
+104
82
mimamsterdam
29.567
1,03%
+43
83
hemanederland
467.154
0,16%
+2
84
bodyandfit_nl
102.074
0,34%
-1
85
landalnl
42.016
0,75%
-43
86
wobbelboard
158.886
0,23%
+6
87
stedelijkmuseum
217.027
0,19%
+6
88
gogoreizen
16.118
3,18%
+43
89
alzheimernederland
24.153
1,17%
+15
90
wondr.experience
122.632
0,28%
-25
91
patta_nl
546.922
0,14%
-80
92
tuinederland
128.157
0,27%
-24
93
prorail
17.601
2,37%
+13
94
loetje_restaurant
30.863
0,88%
+74
95
action.beauty
59.707
0,48%
-4
96
mostwantednl
371.369
0,15%
+5
97
chocomelnl
14.968
4,30%
+3
98
lucardi_juwelier
42.788
0,63%
+104
99
creativelifenl
27.242
0,98%
+102
100
lentezoet
17.727
1,92%
+17

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 Belgian Instagram Top 100 of Q4 here
♦ View the German Instagram Top 100 of Q4 here

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