02 Aug Europa-Park best performing brand in German Instagram Top 100
A new year calls for a new approach: in 2023, Somention is converting the quarterly Instagram Top 100 into semiannual hit lists. And for a good reason, big things are coming! What stands out about the Top 3: Europa-Park, Brabus and Adidas Deutschland? Somention updates you on the most successful German brands on Instagram of the past six months.
The research
The Instagram Top 100 is compiled based on independent research by social media agency Somention. The most successful German and international brands with a German account on Instagram are rated based on the number of followers and engagement rate*. Every half year, 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 was announced. The complete list for Q1 and Q2 of 2023 can be found later in this article.
Rising stars, automotive giants and amusement excellence
Coming up strong with a rise of 26 places in the list, we have Adidas Deutschland in third place this half year. Their engagement rate rose with a whopping 86,2% between the beginning of May (ER 0,228) and the end of June (ER 1,653). Moving on to Brabus in second place on the list. Known for their powerful customizations for especially Mercedes-Benz, Maybach, and Smart cars, this brand really knows how to let their community drift away in a unique and luxurious world of the automotive industry. And for this half year’s frontrunner: Europa-Park. What stands out about their performance on Instagram is their average post frequency of 7,08 posts per week. Herewith is proven once again how important frequency in posting is to keep your brand relevant with your community and potential customers.
The power of influencer marketing
A nameworthy rise in this year’s Q1 & Q2 list is Coca Cola Germany. Despite being new in the Top 100, rising 117 spots, they immediately took number 49 in this list. Their best performing post was a relatable summer sketch, in collaboration with the famous German comedian Nico Stank.
Some other names in the list who have risen remarkably fast are Freie Universität Berlin (111), Manufactum (106), KFC Deutschland (84), Mini Deutschland (82), Opel (73), WeightWatchers Deutschland (73), Edeka (66), Burger King Deutschland (66), and Ritter Sport Deutschland (62). On the other hand, Rosental Organics was number 6 in the Q4 list of 2022, and has now completely disappeared from the overall Top 100. Want to know what else happened? Check out the full list of Q1 & Q2 of 2023 below.
German Instagram Top 100 – Q1/Q2 2023
Q1/Q2 2023 |
Account |
Followers |
Engagement rate |
Rise / Drop |
1 |
europapark |
576,445 |
2,04% |
+1 |
2 |
theofficialbrabus |
1592,553 |
1,13% |
+9 |
3 |
adidas_de |
721,936 |
1,42% |
+26 |
4 |
mcdonaldsde |
299,639 |
2,07% |
+3 |
5 |
eurowings |
340,085 |
1,59% |
-4 |
6 |
rockamringofficial |
207,849 |
2,66% |
-3 |
7 |
deutschebahn |
174,823 |
2,62% |
-2 |
8 |
alangesoehne |
550,109 |
0,90% |
+6 |
9 |
kliemannsland |
363,852 |
0,93% |
-5 |
10 |
splashfestival |
108,816 |
4,87% |
+7 |
11 |
hurricanefestival |
107,545 |
3,51% |
+7 |
12 |
playstationde |
472,485 |
0,81% |
+12 |
13 |
bmwdeutschland |
245,942 |
1,14% |
-3 |
14 |
audi_de |
1340,826 |
0,58% |
+13 |
15 |
zoo.leipzig |
118,239 |
1,93% |
+6 |
16 |
porsche |
27921,518 |
0,40% |
+37 |
17 |
jilsander |
877,571 |
0,46% |
-8 |
18 |
steinwayandsons |
318,580 |
0,73% |
-5 |
19 |
funnyfrisch |
83,565 |
2,12% |
0 |
20 |
nintendode |
345,020 |
0,62% |
+14 |
21 |
redbullgermany |
407,781 |
0,58% |
+18 |
22 |
fridaysforfuture.de |
545,895 |
0,46% |
+1 |
23 |
rittersport |
115,232 |
1,21% |
+62 |
24 |
spotifyde |
233,867 |
0,73% |
-4 |
25 |
frittenwerk |
80,864 |
1,90% |
+16 |
26 |
movie_park_official |
85,553 |
1,55% |
+5 |
27 |
tierparkberlin |
67,341 |
2,51% |
+9 |
28 |
stabilodeutschland |
80,982 |
1,62% |
+9 |
29 |
primevideode |
459,157 |
0,46% |
+36 |
30 |
nikeberlin |
73,800 |
1,59% |
+20 |
31 |
volkswagen_de |
222,987 |
0,68% |
+17 |
32 |
heideparkresort |
104,552 |
1,10% |
+12 |
33 |
nikondach |
136,333 |
0,88% |
+28 |
34 |
legogermany_official |
126,131 |
0,89% |
-6 |
35 |
kaufland |
312,338 |
0,43% |
+40 |
36 |
boschglobal |
50,819 |
119,90% |
-2 |
37 |
frankfurtairport |
325,902 |
0,39% |
-15 |
38 |
phantasialand |
298,466 |
0,43% |
+4 |
39 |
sonordrumco |
310,905 |
0,40% |
+16 |
40 |
mini_deutschland |
108,790 |
0,84% |
+82 |
41 |
rwthaachenuniversity |
64,719 |
1,41% |
+11 |
42 |
netflixde |
2828,903 |
0,23% |
-9 |
43 |
lmu.muenchen |
53,759 |
1,93% |
+14 |
44 |
burgerkingde |
119,365 |
0,68% |
+66 |
45 |
erlebniszoohannover |
44,449 |
2,56% |
+28 |
46 |
tripsdrill |
56,320 |
1,47% |
+53 |
47 |
staedtler |
294,193 |
0,36% |
+51 |
48 |
katjes_official |
40,327 |
2,76% |
+58 |
49 |
cocacola_de |
90,345 |
0,74% |
+117 |
50 |
legolanddeutschlandresort |
61,775 |
1,13% |
+32 |
51 |
original_wagner |
93,517 |
0,73% |
-43 |
52 |
munich_airport |
79,186 |
0,84% |
-9 |
53 |
disneyplusde |
736,549 |
0,23% |
-8 |
54 |
ww_deutschland |
277,149 |
0,33% |
+73 |
55 |
daimlertruck_ag |
337,487 |
0,28% |
+16 |
56 |
montblanc |
1831,396 |
0,19% |
+37 |
57 |
leica_camera_deutschland |
55,083 |
1,38% |
+35 |
58 |
karlserlebnisdorf |
149,155 |
0,45% |
+37 |
59 |
haribo_deutschland |
132,312 |
0,49% |
-44 |
60 |
ruhrunibochum |
39,360 |
2,23% |
-1 |
61 |
meinlpercussion |
62,797 |
0,93% |
+26 |
62 |
tuideutschland |
138,649 |
0,44% |
+12 |
63 |
canondeutschland |
206,797 |
0,38% |
-37 |
64 |
dr.oetker_deutschland |
478,518 |
0,24% |
+12 |
65 |
rimowa |
851,963 |
0,20% |
+7 |
66 |
ubisoftde |
112,464 |
0,51% |
+13 |
67 |
jackwolfskin |
212,596 |
0,34% |
-27 |
68 |
disneydeutschland |
622,558 |
0,21% |
-6 |
69 |
joop |
48,853 |
1,30% |
-9 |
70 |
manufactum |
68,865 |
0,75% |
+106 |
71 |
dm_deutschland |
1846,016 |
0,16% |
+18 |
72 |
hornbach_de |
48,117 |
1,31% |
-23 |
73 |
zoo_rostock |
31,827 |
2,73% |
+18 |
74 |
zoo_osnabrueck |
37,503 |
1,81% |
-8 |
75 |
justspices |
500,230 |
0,20% |
-17 |
76 |
deutschetelekom |
55,365 |
0,96% |
-12 |
77 |
vodafone_de |
69,536 |
0,73% |
+11 |
78 |
kfc_deutschland |
59,960 |
0,83% |
+84 |
79 |
samsunggermany |
290,670 |
0,26% |
+42 |
80 |
chariteberlin |
41,337 |
1,33% |
+39 |
81 |
birkenstock |
1254,097 |
0,15% |
0 |
82 |
mercedesbenz_de |
7938,958 |
0,13% |
+14 |
83 |
rose_bikes |
236,077 |
0,28% |
-32 |
84 |
lufthansa |
1466,790 |
0,15% |
-21 |
85 |
behringer |
202,278 |
0,29% |
-31 |
86 |
essence_cosmetics |
2880,725 |
0,12% |
-30 |
87 |
edeka |
226,357 |
0,28% |
+66 |
88 |
duschbrocken |
38,562 |
1,44% |
-11 |
89 |
maybelline_de |
271,020 |
0,25% |
-77 |
90 |
udkberlin |
41,499 |
1,10% |
+39 |
91 |
goprode |
143,215 |
0,30% |
+17 |
92 |
junghansgermany |
85,682 |
0,41% |
+9 |
93 |
fu_berlin |
38,201 |
1,26% |
+111 |
94 |
holiday_park_official |
41,335 |
0,99% |
+42 |
95 |
volvocarde |
49,423 |
0,81% |
+2 |
96 |
opel_de |
32,063 |
1,45% |
+73 |
97 |
tiergartennuernberg |
26,737 |
2,43% |
+12 |
98 |
berlin_airport |
30,943 |
1,52% |
+25 |
99 |
oatsome |
156,135 |
0,27% |
-52 |
100 |
purelei |
793,385 |
0,11% |
+12 |
Explanation of study
In this independent research, a number of factors were taken into account when selecting the brand accounts. To obtain a reliable engagement rate, only accounts with more than 10,000 followers were included. Accounts also need to have posted a minimum of 12 posts in the previous half year. 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 Instagram’s settings.
*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 here
♦ View the Belgian Instagram Top 100 here