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Somention launches the German Instagram Top 100 for brands

Somention launches the German Instagram Top 100 for brands

After the success of the Dutch Instagram Top 100, the German ranking could not remain behind. For the first time, Somention has compiled the German Instagram Top 100. Which German brands were the most successful on Instagram? Read on and find out who scored best this first quarter. 


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, 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 of the most successful brands on Instagram over the entire year 2022 will be announced. View the complete list for Q1 further on in this article. 

Who’s on top? 

Which brands are at the top of the list in this first quarter? We start with the number 3 in the ranking, which is Kliemmannsland. A creative project on an old farm which has been turned into a hub for creatives. The brand mainly shares photography, which does very well among their followers. Moving on to number 2, which is Siemens. With their feature called #overcome, they partnered with FC Bayern München to reach thousands of people on Instagram. And with success. Then at number 1 is Germany’s biggest theme park: Europapark. What really stands out about their account is that they post 7 times a week. It appears that this works well for their fans!

Looking further down the list, we see something to be expected from Germany. Any guesses? Yes, the list is full of car brands. Volkswagen Deutschland is in 10th place with their flashy car content and Audi and BMW are also high on the list. Porsche also stands out, the brand has by far the most followers with 26 million. This puts them in 55th place. Curious which other brands are on the list? Check out the complete list of Q1 below!


German Instagram Top 100 – Q1 2022

 

Q1 2022
Handle
Followers
Likes
Comments
Engagement Rate
1
@europapark
476,018
16,106
2,496
3,75%
2
@siemens
232,723
17,867
34
7,60%
3
@kliemannsland
440,863
11,607
29
2,48%
4
@vivaconagua
176,377
7,504
36
4,23%
5
@theofficialbrabus
1,163,282
21,497
46
1,52%
6
@deutschebahn
142,166
4,7
181
3,22%
7
@mcdonaldsde
283,902
5,544
286
2,02%
8
@fridaysforfuture.de
539,883
7,439
291
1,40%
9
@phantasialand
240,442
3,556
1,273
1,96%
10
@volkswagen_de
209,816
4,749
21
2,16%
11
@funnyfrisch
75,201
3,377
3,051
8,36%
12
@haribo_deutschland
125,745
3,388
193
2,70%
13
@hellofreshde
151,24
3,556
34
2,36%
14
@kaufland
287,748
4,392
241
1,61%
15
@steinwayandsons
299,502
4,45
38
1,48%
16
@zoo.leipzig
105,798
3,302
23
3,01%
17
@primevideode
394,87
4,621
133
1,20%
18
@stabilodeutschland
79,482
2,503
5
3,14%
19
@sharkoonnews
62,064
8,704
24
14,02%
20
@splashfestival
76,385
2,257
116
3,07%
21
@alangesoehne
479,765
5,31
31
1,04%
22
@globus.de
65,183
2,544
30
3,93%
23
@hurricanefestival
72,077
2,246
59
3,14%
24
@xiaomi.deutschland
137,127
2,404
14
1,73%
25
@lidlde
723,546
6,49
30
0,89%
26
@redbullgermany
351,651
3,881
30
1,06%
27
@legogermany_official
88,215
2,07
34
2,37%
28
@audi_de
1,298,387
10,557
30
0,79%
29
@share
50,652
2,206
13
4,32%
30
@rittersport
110,623
1,734
643
1,80%
31
@heideparkresort
83,349
1,571
365
2,27%
32
@disneyplusde
276,463
3,117
31
1,10%
33
@original_wagner
72,795
942
819
2,39%
34
@movie_park_official
67,173
1,764
45
2,55%
35
@bmwdeutschland
198,081
2,709
21
1,25%
36
@tierparkberlin
62,93
1,938
38
2,95%
37
@rockamringofficial
145,413
2,021
44
1,35%
38
@jblaudio_de
46,827
2,174
9
4,63%
39
@frittenwerk
68,258
1,687
19
2,41%
40
@adidas_de
699,781
4,954
66
0,68%
41
@boschglobal
39,066
44,773
142
114,96%
42
@frankfurtairport
307,624
2,827
35
0,84%
43
@jilsander
763,654
4,913
19
0,62%
44
@canondeutschland
205,02
2,296
15
1,05%
45
@nintendode
319,436
2,678
42
0,81%
46
@1und1
34,772
5,148
39
14,87%
47
@lmu.muenchen
44,653
1,779
6
3,75%
48
@playstationde
473,839
3,2
89
0,68%
49
@netflixde
2,662,577
14,002
61
0,50%
50
@alternate.de
265,442
2,413
10
0,89%
51
@joop
40,143
1,832
5
4,57%
52
@munich_airport
67,681
1,435
18
1,86%
53
@porsche
26,373,981
135,424
362
0,48%
54
@tu.muenchen
54,371
1,36
6
2,38%
55
@rose_bikes
213,549
2,117
10
0,91%
56
@otto_de
197,57
2,776
13
0,97%
57
@ruhrunibochum
34,365
1,723
22
4,83%
58
@behringer
162,683
1,727
48
1,03%
59
@instax_de
48,332
1,187
2
2,44%
60
@nikondach
132,97
1,625
10
1,11%
61
@jackwolfskin
169,065
1,64
11
0,95%
62
@erlebniszoohannover
40,199
1,399
61
3,47%
63
@kiadeutschland
39,453
1,346
10
3,33%
64
@coppenrathundwiese
43,978
1,105
38
2,54%
65
@lufthansa
1,476,019
6,114
199
0,42%
66
@dr.oetker_deutschland
421,578
2,477
23
0,57%
67
@zoo_rostock
30,201
2,179
23
6,87%
68
@sebamed.de
42,123
653
433
2,54%
69
@junghansgermany
79,482
1,024
11
1,24%
70
@fujifilmx.de
28,12
2,233
6
7,84%
71
@spotifyde
170,723
1,428
19
0,76%
72
@yeauty_official
47,755
845
12
1,76%
73
@justspices
512,056
2,173
42
0,42%
74
@disneydeutschland
629,401
2,709
22
0,41%
75
@obi_baumarkt_
99,489
578
447
1,00%
76
@meinlpercussion
44,172
818
14
1,88%
77
@rwthaachenuniversity
55,372
849
4
1,47%
78
@mini_deutschland
108,22
1,14
15
0,94%
79
@sephoradeutschland
300,48
984
549
0,50%
80
@alfa_romeo_de
48,485
749
9
1,50%
81
@tu_berlin
33,996
822
16
2,38%
82
@ikeadeutschland
1,321,191
3,339
43
0,25%
83
@burgerkingde
113,71
909
68
0,84%
84
@toombaumarkt
29,585
896
4
3,02%
85
@deutschebank
47,708
482
315
1,49%
86
@jaguardeutschland
54,841
894
13
1,34%
87
@nikeberlin
57,471
777
46
1,31%
88
@staedtler
288,218
1,449
5
0,49%
89
@hornbach_de
41,039
802
20
1,82%
90
@ubisoftde
114,776
786
164
0,82%
91
@tiergartennuernberg
23,203
1,101
10
4,53%
92
@uni_koeln
25,53
954
5
3,68%
93
@aldinord
132,704
907
78
0,74%
94
@birkenstock
1,001,654
2,603
29
0,25%
95
@zoo_osnabrueck
31,474
852
4
2,48%
96
@leica_camera_deutschland
48,572
680
5
1,36%
97
@mercedesbenz_de
7,205,960
15,508
46
0,21%
98
@henkel
41,135
369
392
1,73%
99
@montblanc
1,673,597
3,669
16
0,22%
100
@daimlertruck_ag
348,965
1,486
9
0,41%

 

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 10,000 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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