Eurowings number one in German Instagram Top 100

Eurowings number one in German Instagram Top 100

Somention has conducted new research into the most popular German brands on Instagram. Wondering which brand accounts did well last quarter? Or just looking for inspiring channels? Then it’s time to check out the results of the Q3 Instagram Top 100 study. Many new accounts entered the list and we have a new number one.

 

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 the engagement rate*. Every quarter, the brands that score best on average on these points appear in the Instagram Top 100. At the end of the year, the list of the most successful brands on Instagram over 2022 will be announced. See the full list for Q3 later in this article.

Climbing to the top

Looking at the new list, we see some notable shifts. This quarter, Eurowings is ranked number 1! While they were not yet in the Top 100 in Q1 of this year, they have come a long way in a short period of time. With their inspiring content, they make everyone want to go on holiday. Brabus, an account specifically curated for true car enthusiasts, remains in second place. However, they have considerably increased their number of followers. The reason for this? Continuity in posting and their slick photos and videos. Number three in the list is Europapark, Germany’s largest amusement park. Europapark shares atmospheric content from its attractions, the fun just oozes from it. Simply viewing the content makes you want to visit the park.

Selling products

We also see that mineral water company Gerolsteiner (29), construction market Hornbach (49) and phone brand Poco (83) have risen remarkably fast. Three very different brands that nevertheless have something in common: selling products. Why is it that these brands have risen so fast? Gerolsteiner and Poco both have bright content and make great use of light. The product in question stands out clearly on Instagram. There’s no getting around it. Hornbach on the other side, plays on humour and deploys a lot of videos. 

Check out more notable brands in the Instagram Top 100 of Q3 below!

German Instagram Top 100 – Q3 2022

Q3
Handle
Followers
Engagement Rate
Rise / drop
1
eurowings
328,329
2.61%
3
2
theofficialbrabus
1,301,322
1.03%
3
europapark
514,353
1.29%
3
4
rockamringofficial
168,523
4.15%
24
5
kliemannsland
396,487
1.38%
-4
6
redbullgermany
354,893
1.23%
3
7
jilsander
801,572
0.78%
27
8
deutschebahn
153,742
2.06%
9
9
jackwolfskin
174,648
1.74%
-2
10
otto_de
220,626
1.38%
-7
11
alangesoehne
501,180
0.76%
1
12
hurricanefestival
88,080
2.86%
-1
13
533,840
0.65%
23
14
porsche
26,816,364
0.50%
45
15
nintendode
321,399
0.78%
9
16
disneyplusde
300,438
0.79%
21
17
splashfestival
92,623
2.05%
8
18
zoo.leipzig
110,082
1.57%
19
steinwayandsons
304,958
0.73%
-4
20
mcdonaldsde
289,924
0.74%
-12
21
playstationde
466,558
0.60%
22
22
movie_park_official
76,743
2.20%
18
23
canondeutschland
203,305
0.80%
26
24
nikondach
133,539
1.10%
49
25
bmwdeutschland
211,115
0.78%
7
26
volkswagen_de
216,694
0.76%
-21
27
funnyfrisch
73,171
2.05%
-13
28
stabilodeutschland
78,014
1.90%
2
29
gerolsteiner_de
96,964
1.33%
146
30
phantasialand
258,463
0.70%
-7
31
netflixde
2,729,902
0.40%
-2
32
tu.muenchen
59,683
2.24%
26
33
frankfurtairport
314,942
0.52%
13
34
tierparkberlin
64,900
2.00%
-3
35
behringer
179,613
0.67%
28
36
rose_bikes
228,917
0.62%
-20
37
boschglobal
44,806
98%
8
38
haribo_deutschland
126,749
0.79%
-25
39
adidas_de
707,346
0.42%
-29
40
lmu.muenchen
48,450
2.75%
10
41
munich_airport
71,327
1.32%
-2
42
rwthaachenuniversity
59,021
1.79%
35
43
heideparkresort
90,040
1.00%
-5
44
legogermany_official
103,675
0.80%
-17
45
joop
43,138
3.81%
16
46
karlserlebnisdorf
135,223
0.67%
16
47
rosental_organics
153,310
0.64%
84
48
audi_de
1,313,617
0.30%
-28
49
hornbach_de
44,362
2.48%
136
50
instax_de
47,932
2.05%
25
51
spotifyde
182,253
0.57%
-3
52
rittersport
111,592
0.73%
-33
53
daimlertruck_ag
344,652
0.42%
49
54
disneydeutschland
617,092
0.32%
43
55
erlebniszoohannover
41,908
2.39%
30
56
ruhrunibochum
36,561
2.86%
12
57
dhl_global
164,976
0.53%
43
58
yeauty_official
47,036
1.87%
-6
59
rimowa
708,702
0.27%
22
60
jaguardeutschland
56,211
1.10%
-25
61
lufthansa
1,466,314
0.21%
-7
62
vivaconagua
172,670
0.48%
54
63
langhaarmaedchen
61,672
0.97%
57
64
30,074
4.36%
5
65
zoo_rostock
31,329
3.81%
13
66
jdsportsde
216,014
0.43%
62
67
frittenwerk
69,827
0.76%
-14
68
tuideutschland
120,338
0.51%
-8
69
essence_cosmetics
2,640,667
0.18%
19
70
staedtler
291,253
0.35%
-49
71
sonordrumco
307,878
0.32%
-24
72
primevideode
416,707
0.27%
-6
73
montblanc
1,738,051
0.18%
1
74
zoo_osnabrueck
33,149
2.26%
-4
75
duschbrocken
37,120
1.61%
76
tripsdrill
50,028
1.03%
16
77
dr.oetker_deutschland
429,558
0.25%
-10
78
legolanddeutschlandresort
47,187
1.16%
57
79
justspices
501,664
0.22%
-15
80
boss
10,475,446
0.13%
3
81
deutschetelekom
50,070
0.88%
1
82
birkenstock
1,125,883
0.15%
-31
83
poco.deutschland
34,925
1.56%
182
84
ikeadeutschland
1,314,587
0.14%
-8
85
holiday_park_official
36,574
1.34%
32
86
bechstein.official
23,179
6.21%
5
87
leica_camera_deutschland
51,032
0.79%
51
88
oatsome
150,587
0.40%
-8
89
junghansgermany
81,809
0.52%
-32
90
berlin_airport
27,878
2.10%
20
91
nikeberlin
64,071
0.64%
-26
92
tiergartennuernberg
24,645
2.80%
7
93
ww_deutschland
263,321
0.26%
19
94
zoom_erlebniswelt
26,375
2.27%
95
mini_deutschland
107,461
0.45%
8
96
uni_koeln
27,950
2.01%
40
97
256,720
0.25%
10
98
seaeye_org
31,622
1.43%
28
99
sennheiser
613,307
0.13%
10
100
mercedesbenz_de
7,579,212
0.08%
14

 

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 10,000 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 Dutch Instagram Top 100 here
View the Belgian Instagram Top 100 here

Is your brand not listed? Please contact us via this form.

 

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