07 Apr G-Star RAW: newbie and number 1 in the Dutch Instagram Top 100
New round, new opportunities. The first quarter of 2022 has passed and that means a new ranking for the Instagram Top 100. While Bol.com was the winner for 2020 and Efteling was the big winner for 2021, we are curious about the developments in this coming year. In this article you can read more about the rankings of the best performing Dutch brands in the Instagram Top 100.
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 the entire year 2022 will be announced. See the complete list for Q1 further on in this article.
New on top
The G-Star RAW account is not only a newbie in the Instagram Top 100 this quarter, the denim brand also immediately claimed first place in the list. That podium spot did not come by accident, as the successful campaign with Snoop Dogg ‘Say it Witcha Booty‘ is back with part 2. The sequel was announced with a video that reached no less than 2 million views on Instagram. With an increase of 111 spots – compared to the last quarter in 2021 – G-Star is the number 1 for Q1 in 2022. This is mainly due to the high interactions. Well done team G-Star!
Due to the performance of G-Star, Bol.com had to make way and is now in 2nd place. With this, the Efteling returns to number 3. There are also some new names in this year’s list, like Heineken, Too Good To Go, The Bulldog Amsterdam, DAF Trucks and more. Curious if your brand made it into the top 100? Scroll down and take a look at the complete ranking of the first quarter!
Dutch Instagram Top 100 – Q1 2022
Q1 2022 |
Account |
Followers |
Likes |
Comments |
Engagement Rate |
1 |
@gstarraw |
711,815 |
23,530 |
208 |
3.33% |
2 |
@bol_com |
232,315 |
12,570 |
198 |
5.20% |
3 |
@efteling |
334,639 |
11,060 |
921 |
3.28% |
4 |
@vangoghmuseum |
2,172,259 |
43,584 |
227 |
1.76% |
5 |
@theoceancleanup |
672,541 |
12,557 |
219 |
1.78% |
6 |
@annefrankhouse_official |
172,882 |
4,069 |
31 |
2.21% |
7 |
@schorembarbier |
411,326 |
7,374 |
172 |
1.67% |
8 |
@giethoorn_village |
150,134 |
3,904 |
62 |
2.50% |
9 |
@visitkeukenhof |
84,104 |
4,314 |
75 |
4.86% |
10 |
@shell |
356,379 |
4,485 |
1,737 |
1.54% |
11 |
@heineken |
548,975 |
7,023 |
73 |
1.25% |
12 |
@canonnederland |
119,773 |
1,211 |
1,390 |
2.15% |
13 |
@walibihollandofficial |
105,051 |
2,343 |
82 |
2.13% |
14 |
@gemeenteamsterdam |
81,709 |
1,973 |
43 |
2.25% |
15 |
@hunkemoller |
1,222,263 |
12,567 |
94 |
0.92% |
16 |
@rijksmuseum |
725,250 |
6,863 |
77 |
0.90% |
17 |
@netflixnl |
530,172 |
4,887 |
76 |
0.87% |
18 |
@diergaardeblijdorp |
66,915 |
1,588 |
50 |
2.36% |
19 |
@redbullned |
159,233 |
2,069 |
7 |
1.29% |
20 |
@coolblue |
52,821 |
2,807 |
20 |
4.56% |
21 |
@lowlands_fest |
76,207 |
1,561 |
42 |
1.89% |
22 |
@videolandonline |
169,289 |
1,963 |
51 |
1.14% |
23 |
@thelemontree.nl |
68,023 |
1,418 |
15 |
2% |
24 |
@transavia |
93,189 |
1,541 |
41 |
1.52% |
25 |
@meauxmeauxnl |
59,167 |
1,315 |
18 |
2.20% |
26 |
@pinkpopfest |
64,106 |
1,207 |
27 |
1.87% |
27 |
@attractieparktoverland |
46,036 |
1376 |
20 |
2.88% |
28 |
@mcdonaldsnl |
133,289 |
1,529 |
43 |
1.02% |
29 |
@klm |
1,354,224 |
8,283 |
106 |
0.58% |
30 |
@playstation_nl |
77,308 |
1,128 |
30 |
1.40% |
31 |
@toogoodtogo.nl |
110,086 |
1,183 |
56 |
1.05% |
32 |
@jaminonline |
41,008 |
1,131 |
14 |
2.76% |
33 |
@blondamsterdamnl |
63,599 |
1,126 |
17 |
1.65% |
34 |
@ns_online |
44,313 |
1,161 |
16 |
2.52% |
35 |
@uva_amsterdam |
56,265 |
1,085 |
8 |
1.78% |
36 |
@pathe |
179,222 |
1,247 |
106 |
0.74% |
37 |
@wobbelboard |
158,432 |
707 |
494 |
0.75% |
38 |
@unilever |
163,185 |
789 |
468 |
0.74% |
39 |
@schiphol |
87,100 |
992 |
10 |
1.05% |
40 |
@flugelnl |
26,820 |
1,392 |
255 |
5.67% |
41 |
@patta_nl |
510,127 |
2,583 |
28 |
0.49% |
42 |
@daftrucksnv |
74,810 |
942 |
3 |
1.08% |
43 |
@prinsesmaximacentrum |
27,356 |
1,185 |
44 |
3.73% |
44 |
@vanmoof |
132,210 |
1,097 |
17 |
0.75% |
45 |
@vuamsterdam |
26,697 |
1,174 |
11 |
4.10% |
46 |
@wondr.experience |
103,308 |
811 |
54 |
0.79% |
47 |
@karwei |
271,531 |
1,553 |
19 |
0.56% |
48 |
@albertheijn |
170,082 |
1,100 |
104 |
0.62% |
49 |
@myjewellery |
498,858 |
2,315 |
17 |
0.45% |
50 |
@lidlnederland |
146,286 |
950 |
40 |
0.66% |
51 |
@universiteitleiden |
49,173 |
793 |
16 |
1.45% |
52 |
@nintendonl |
39,411 |
693 |
21 |
1.73% |
53 |
@gemeenterotterdam |
66,275 |
659 |
16 |
1% |
54 |
@gutsgusto |
251,579 |
888 |
331 |
0.47% |
55 |
@wnfnederland |
67,614 |
671 |
13 |
0.94% |
56 |
@nintendoswitchnl |
51,817 |
691 |
18 |
1.28% |
57 |
@thebulldogamsterdam |
128,182 |
804 |
18 |
0.61% |
58 |
@radboud_uni |
24,263 |
744 |
23 |
2.85% |
59 |
@tuinederland |
101,848 |
709 |
25 |
0.69% |
60 |
@tonyschocolonely_nl |
69,019 |
563 |
58 |
0.86% |
61 |
@artipoppe |
350,366 |
1,430 |
36 |
0.40% |
62 |
@mostwantednl |
362,313 |
1,464 |
11 |
0.39% |
63 |
@ritualscosmetics |
828,069 |
2,440 |
92 |
0.30% |
64 |
@primevideonl |
27,164 |
529 |
16 |
1.95% |
65 |
@bksfestival |
28,009 |
520 |
8 |
1.85% |
66 |
@volkswagennl |
25,670 |
564 |
22 |
2.17% |
67 |
@devegetarischeslager |
55,209 |
553 |
31 |
0.99% |
68 |
@decathlonnederland |
21,453 |
537 |
48 |
2.61% |
69 |
@europarcsnl |
16,208 |
985 |
89 |
6.61% |
70 |
@museumvoorlinden |
125,827 |
643 |
7 |
0.51% |
71 |
@tudelft |
47,011 |
683 |
4 |
1.10% |
72 |
@rivieramaison |
199,764 |
793 |
9 |
0.39% |
73 |
@vuecinemasnl |
24,193 |
485 |
30 |
2.09% |
74 |
@bmwnederland |
48,241 |
502 |
4 |
1.02% |
75 |
@hemanederland |
458,209 |
1,271 |
43 |
0.28% |
76 |
@artis.amsterdam |
31,464 |
471 |
4 |
1.45% |
77 |
@kameraexpress |
47,702 |
488 |
9 |
1.03% |
78 |
@audinederland |
60,756 |
490 |
7 |
0.77% |
79 |
@kfcnederland |
17,584 |
497 |
23 |
2.81% |
80 |
@easytoys |
31,678 |
435 |
21 |
1.41% |
81 |
@cocacola_nl |
20,473 |
468 |
27 |
2.21% |
82 |
@brouwerijtij |
27,852 |
423 |
10 |
1.52% |
83 |
@disneynl |
48,214 |
486 |
8 |
0.98% |
84 |
@vakantiedealz |
21,395 |
345 |
122 |
2.12% |
85 |
@wildlandsnl |
24,676 |
451 |
10 |
1.77% |
86 |
@beeksebergen |
33,289 |
439 |
5 |
1.29% |
87 |
@debijenkorf |
206,879 |
632 |
14 |
0.31% |
88 |
@lentezoet |
17,397 |
462 |
46 |
2.74% |
89 |
@dilleenkamille |
373,807 |
1,028 |
8 |
0.27% |
90 |
@xenos_nl |
267,876 |
774 |
15 |
0.29% |
91 |
@kruidvat |
150,819 |
411 |
146 |
0.37% |
92 |
@disneyplusnl |
50,377 |
453 |
5 |
0.86% |
93 |
@coopsupermarkt |
17,841 |
423 |
7 |
2.26% |
94 |
@prenatal_nl |
97,243 |
445 |
54 |
0.48% |
95 |
@sneakerjagers |
124,663 |
502 |
19 |
0.42% |
96 |
@kwantum_nederland |
244,999 |
714 |
21 |
0.29% |
97 |
@aktiesport.nl |
60,332 |
404 |
29 |
0.71% |
98 |
@cruyff |
75,369 |
469 |
4 |
0.57% |
99 |
@chocomelnl |
13,267 |
517 |
67 |
4.33% |
100 |
@shoeby |
103,116 |
452 |
20 |
0.45% |
Explanation of study
In this independent research, a number of things were taken into account when selecting the brand accounts. To obtain a reliable engagement rate, only accounts with more than 5,000 followers were 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 Instagram’s settings.
*Engagement rate is calculated as follows: the number of comments and likes per post divided by the number of followers.
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