Eurowings number one in German Instagram Top 100

13 Oct Eurowings number one in German Instagram Top 100

Posted at 10:46h in Instagram Top 100 by Somention

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	fridaysforfuture.de	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	fujifilmx.de	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	alternate.de	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

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brands, Deutschland, Duitsland, Germany, Instagram, instagram top 100, ranking