G-Star RAW: newbie and number 1 in the Dutch Instagram Top 100

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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