31 Jan The Ocean Cleanup Leads Instagram Top 100, Natuurmonumenten Shines as Newcomer!
Which brands are performing best on Instagram?! Somention conducted research into the most successful brands on Instagram in 2023 and unveils their Instagram Top 100. Discover the fastest risers, surprising newcomers, and the top 10 best-performing brands here!
The Research
In the dynamic world of social media, Somention, a leading social media agency, sheds light on the best-performing brands on Instagram. The research evaluates accounts based on factors such as the number of followers and engagement rate*.
Waves of Success: The Ocean Cleanup #1
The Ocean Cleanup is back on top! After a snagging second place last year, they have secured the coveted winning position this year. Their number of followers has surged to an impressive 2.27 million, an increase of a whopping 160% (1.4 million followers)! These figures not only attest to the account’s immense growth but also to an exceptionally strong engagement with the community, boasting an average engagement rate of 1.73%.
Magical Growth Again for the Efteling
Despite a growth of +26% (94,600 new followers) in the past year, the Efteling has not clinched the top spot this year. With their current number of followers at 454,629 and a high engagement rate of 3.36%, they do however remain a top performing player on Instagram with frequent reels and magical content.
Bol.com Holds 3rd Place
Bol.com’s popularity remains undeniable! Thanks to sharp trend-jackers and absurd content featuring Marcel (a cat brush), fans continue to be glued to their phones. With an impressive growth of 14,100 followers, Bol.com proves its ability not only to retain current followers but also to attract new Instagram users with creative content and a healthy dose of humour. The 2.92% engagement rate demonstrates that their community definitely values Bol’s humour.
Shifts in the Spotlight
This year, notable shifts can be seen in the Instagram Top 100 list. Videoland dropped from number 13 to 68, while Netflix also slid from position 15 to 51. On the other hand, McDonald’s seized the spotlight by climbing a remarkable 16 positions, from 26 to number 10. A striking newcomer is Natuurmonumenten, settling in at number 9 with 202,893 followers and an engagement rate of 1.19%. What an achievement!
The Dutch Instagram Top 100
Position Top 100 2023 |
Username |
Followers |
Avg. likes per post |
Engagement rate |
1 |
theoceancleanup |
2.271.430 |
40.048 |
1,73% |
2 |
efteling |
454.629 |
14.875 |
3,36% |
3 |
bol |
252,181 |
7.651 |
2,92% |
4 |
vangoghmuseum |
2.603.965 |
34.976 |
1,22% |
5 |
giethoorn_village |
165.073 |
8.009 |
3,64% |
6 |
annefrankhouse_official |
202.261 |
4.752 |
2,09% |
7 |
visitkeukenhof |
123,309 |
2.459 |
1,65% |
8 |
transavia |
112.454 |
2.295 |
2,07% |
9 |
natuurmonumenten |
202.893 |
2.591 |
1,19% |
10 |
mcdonaldsnl |
138.598 |
15.682 |
1,28% |
11 |
rijksmuseum |
863.860 |
6.939 |
0,63% |
12 |
uva_amsterdam |
76.998 |
1.981 |
2,25% |
13 |
pinkpopfest |
100.017 |
2.050 |
1,33% |
14 |
walibihollandofficial |
124.294 |
1.496 |
1,12% |
15 |
Odidonederland |
17.794 |
267 |
2,55% |
16 |
hunkemoller |
1.245.122 |
5.979 |
0,43% |
17 |
zwartecross |
88.144 |
1.893 |
1,91% |
18 |
rijtautos.nl |
60.611 |
2.645 |
4,07% |
19 |
schorembarbier |
495.779 |
2.997 |
0,61% |
20 |
nationaleoperaballet |
110.496 |
2.124 |
1,94% |
21 |
gemeenteamsterdam |
97.795 |
1.736 |
1,58% |
22 |
klm |
1.466.884 |
6.805 |
0,43% |
23 |
reindersjm |
157.878 |
825 |
0,55% |
24 |
gemeenterotterdam |
77.501 |
1.202 |
1,59% |
25 |
koninklijkemarine |
52.386 |
1.244 |
2,27% |
26 |
politie |
69.405 |
1.237 |
1,71% |
27 |
koninklijkelandmacht |
50.592 |
1.717 |
3,25% |
28 |
vogelbeschermingnederland |
56.206 |
1.646 |
2,78% |
29 |
funda.nl |
129.742 |
1.106 |
0,75% |
30 |
diergaardeblijdorp |
72.106 |
1.213 |
1,57% |
31 |
schiphol |
107.038 |
1.285 |
1,03% |
32 |
lowlands_fest |
113.787 |
1.926 |
1,17% |
33 |
minvandefensie |
48.909 |
2.120 |
4,19% |
34 |
bodyandfit_nl |
109.754 |
2.803 |
2,57% |
35 |
landalnl |
51.818 |
1.323 |
2,56% |
36 |
justdiggit |
48.906 |
2.660 |
5,01% |
37 |
bylotte |
85.835 |
934 |
1,26% |
38 |
ladress |
47.814 |
1.152 |
2,42% |
39 |
hemanederland |
496.941 |
13836 |
0,94% |
40 |
attractieparktoverland |
60.369 |
740 |
1,17% |
41 |
myjewellery |
548.265 |
2574 |
0,42% |
42 |
vuamsterdam |
36.451 |
1477 |
4,01% |
43 |
albertheijn |
189.593 |
1.735 |
0,46% |
44 |
artipoppe |
538.667 |
1.845 |
0,33% |
45 |
universiteitleiden |
60.836 |
877 |
1,43% |
46 |
daftrucksnv |
81.868 |
822 |
1,00% |
47 |
prinsesmaximacentrum |
29.341 |
2058 |
5,31% |
48 |
tuinederland |
144.171 |
1040 |
0,74% |
49 |
bookingcom |
2.949.832 |
23907 |
0,82% |
50 |
redbullned |
419.913 |
1759 |
0,42% |
51 |
netflixnl |
609.908 |
2324 |
0,28% |
52 |
beeksebergen |
49.550 |
895 |
1,74% |
53 |
kameraexpress |
54.185 |
643 |
1,22% |
54 |
blondamsterdamnl |
68.007 |
694 |
1,00% |
55 |
damenshipyards |
75.704 |
585 |
0,73% |
56 |
zusss.nl |
178.575 |
1102 |
0,92% |
57 |
actionnederland |
407.963 |
862 |
0,21% |
58 |
nintendonl |
46.452 |
688 |
1,73% |
59 |
ritualscosmetics |
1.068.457 |
3101 |
0,28% |
60 |
museumvoorlinden |
151.853 |
773 |
0,40% |
61 |
coolblue |
54.930 |
703 |
1,30% |
62 |
wondr.experience |
145.525 |
808 |
0,30% |
63 |
audinederland |
65.356 |
1956 |
2,98% |
64 |
patta_nl |
573.195 |
1551 |
0,26% |
65 |
deschoolamsterdam |
120.688 |
524 |
0,75% |
66 |
dilleenkamille |
413.433 |
679 |
0,16% |
67 |
pathenederland |
176.874 |
1150 |
0,60% |
68 |
videolandonline |
215.438 |
1074 |
0,37% |
69 |
easytoys |
43.382 |
759 |
1,95% |
70 |
rijksrestaurant |
51.599 |
400 |
0,70% |
71 |
tudelft |
60.062 |
471 |
0,76% |
72 |
rivieramaison |
210.997 |
820 |
0,39% |
73 |
wnfnederland |
71.598 |
590 |
0,79% |
74 |
ns_online |
56.209 |
581 |
0,97% |
75 |
dierenbescherming |
44.556 |
533 |
1,14% |
76 |
flugelnl |
30.698 |
513 |
1,54% |
77 |
vedder.vedder |
232.782 |
1891 |
0,82% |
78 |
stedelijkmuseum |
233.389 |
1235 |
0,41% |
79 |
brouwerijtij |
33.156 |
668 |
1,98% |
80 |
tonyschocolonely_nl |
70.324 |
598 |
1,11% |
81 |
tisjadamenlingerie |
313.693 |
748 |
0,21% |
82 |
elizawashere |
72.566 |
421 |
0,80% |
83 |
lidlnederland |
187.830 |
621 |
0,34% |
84 |
erasmusuniversity |
48.603 |
563 |
1,09% |
85 |
picnic |
61.279 |
328 |
0,60% |
86 |
devegetarischeslager |
51.599 |
462 |
0,86% |
87 |
disneynl |
51.814 |
684 |
1,30% |
88 |
action.beauty |
71.112 |
528 |
0,72% |
89 |
radboud_uni |
31.205 |
582 |
1,62% |
90 |
kfcnederland |
21.317 |
1040 |
4,94% |
91 |
lofboutique |
117.507 |
264 |
0,35% |
92 |
wehkamp |
130.866 |
591 |
0,65% |
93 |
msmode |
102.842 |
611 |
0,68% |
94 |
shoeby |
134.127 |
835 |
1,03% |
95 |
nlvogue |
256.215 |
679 |
0,23% |
96 |
ticketmasternl |
51.528 |
401 |
0,69% |
97 |
artis.amsterdam |
37.018 |
467 |
1,21% |
98 |
bksfestival |
44.889 |
398 |
0,55% |
99 |
blokker |
68.896 |
758 |
1,67% |
100 |
femkeido |
30.690 |
465 |
1,54% |
Research Explanation
In this independent research, the selection considers various criteria to obtain a reliable picture of the engagement rate. Only accounts with more than 5,000 followers on Instagram were included, while (news) platforms, broadcasters, programs, agencies, and sports clubs were excluded. Additionally, accounts with an 18+ setting, such as certain alcoholic beverages and lotteries, were disregarded due to platform settings.
*Engagement Rate is the percentage of the audience that interacts with the content posted by the brand. Calculation: the number of likes and comments divided by the number of followers and the number of posts for the given period.
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