14 Apr Happy Italy new in top of Dutch TikTok Top 25
After the announcement of the Dutch Instagram Top 100 last week, we now move on to the announcement of the Dutch TikTok Top 25. Which brands have performed well on TikTok in the past quarter that they have secured a spot in the first ranking of 2022? In this article you can read more about the research and the results.
The TikTok Top 25 was compiled based on independent research by social media agency Somention. The most successful Dutch and international brands with a Dutch account on TikTok have been judged. The accounts are rated based on the number of interactions and the engagement rate*, where engagement counts the highest. Every quarter, the brands that score best on average on these points appear in the TikTok Top 25. At the end of the year, the list of the most successful brands on TikTok for the entire year 2022 will be announced. View the entire list for Q1 further on in this article.
Tasty and recognisable
It is the second year of the Dutch TikTok Top 25 and that means new opportunities for Dutch brands on the popular video platform. Although… The front runner of 2021 is still proudly on top. It is G-Star Raw who can call itself number 1 of the ranking in Q1. Rode Kruis (Red Cross) is in a neat second place, mainly due to the successful (somewhat older, but still well viewed) help-videos about what to do in difficult situations. There is also room at the top for a new name: Happy Italy NL. The Italian restaurant chain, with its tasty and recognisable content, achieved a good 3rd place in the first quarter.
Looking further down the list, we find amusement park Toverland on the 7th place. The amusement park located in Limburg shows all aspects of Toverland with their TikToks and is therefore a newbie in the Dutch TikTok Top 25. The account we also would like to mention specifically is Intertoys NL. The Intertoys social team shows that they know their way around the platform. With recognisable and funny content, the toy shop knows how to reach their audience and has thus reached 15th place.
Wondering which other brands made it into the Dutch TikTok Top 25 this first quarter? Check out the entire list below!
Dutch TikTok Top 25 – Q1 2022
Q1 2022 |
Handle |
Followers |
Average interactions |
Engagement rate |
1 |
@gstarraw |
101,400 |
27,451 |
27.07% |
2 |
@rodekruis |
82,200 |
12,222 |
14.87% |
3 |
@happyitalynl |
16,700 |
11,194 |
67.03% |
4 |
@ingnederland |
15,000 |
17,433 |
116.22% |
5 |
@pathe |
94,600 |
11,278 |
11.92% |
6 |
@ritualscosmetics |
61,400 |
7,554 |
12.30% |
7 |
@attractieparktoverland |
45,800 |
6,655 |
14.53% |
8 |
@kfcnederland |
25,200 |
5,082 |
20.17% |
9 |
@efteling |
319,300 |
21,455 |
6.72% |
10 |
@candymansnoep |
8,116 |
4,748 |
58.51% |
11 |
@schipholairport |
44,600 |
5,747 |
12.89% |
12 |
@bol.com |
154,100 |
11,638 |
7.55% |
13 |
@vakantiedealz |
57,400 |
6,065 |
10.57% |
14 |
@albertheijn |
68,400 |
6,554 |
9.58% |
15 |
@intertoys.nl |
43,200 |
5,124 |
11.86% |
16 |
@netflixnl |
301,000 |
16,987 |
5.64% |
17 |
@easywalker_official |
5,150 |
1,985 |
38.55% |
18 |
@newyorkpizza_nl |
11,900 |
2,540 |
21.35% |
19 |
@duinrell |
437,200 |
18,797 |
4.30% |
20 |
@volkswagen_nl |
3,296 |
5,375 |
163.08% |
21 |
@hema.amsterdam |
36,000 |
3,743 |
10.40% |
22 |
@dominos_nl |
1,400,000 |
49,432 |
3.53% |
23 |
@aktiesport |
217,900 |
9,148 |
4.20% |
24 |
@clandebanlieue |
4,853 |
1,000 |
20.61% |
25 |
@redbullned |
478,800 |
14,138 |
2.95% |
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 1.000 followers were included. It is also essential that an account has uploaded videos in 2022. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs.
*Engagement rate is calculated as follows: the number of reactions and likes per post divided by the number of followers.
Curious to see how brands in our neighbouring countries perform on TikTok?
♦ Check out the Belgian TikTok Top 25 here
♦ Check out the German TikTok Top 25 here
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