The Ocean Cleanup, Efteling, and bol.com are immovable from the top 3 in the Dutch Instagram rankings

02 Aug The Ocean Cleanup, Efteling, and bol.com are immovable from the top 3 in the Dutch Instagram rankings

Posted at 10:16h in Instagram Top 100, News by

A new year calls for a new approach: in 2023, Somention is converting the quarterly Instagram Top 100 into semiannual hit lists. And for a good reason, big things are coming! What stands out about the Top 3: The Ocean Cleanup, Efteling and bol.com? Somention updates you on the most successful Belgian brands on Instagram of the past six months.

The research

The Instagram Top 100 is compiled based on independent research by social media agency Somention. The most successful Dutch and international brands with a Dutch account on Instagram are rated based on the number of followers and engagement rate*. Every half year, the brands that score best on average on these points appear in the Instagram Top 100. At the beginning of February, the list of the most successful brands on Instagram over the entire year of 2022 was announced. The complete list for Q1 and Q2 of 2023 can be found later in this article.

 Perseverance at the top

The Ocean Cleanup, Efteling and bol.com cannot be left out of the top 3 of the Dutch Instagram Top 100. Since the third quarter of 2022, these three brands have been steadfastly at the top. The enormous impact of The Ocean Cleanup’s projects, the magical content of Efteling, and the humour of bol.com clearly appeals to Dutch Instagram users. 

With their social media strategy, The Ocean Cleanup once again conquered the first spot in the list for the first six months of 2023. Their engagement rate is a clear demonstration of this; scoring an ER of 2.63%, where similar accounts have an ER of 0.76%. Efteling also managed to strike the right chord amongst their followers with their content again in the last six months. The post with the highest engagement rate was a Reel in which the Efteling residents communicate with visitors in sign language. Evidently, the community loves seeing the focus on greater inclusion and accessibility for the deaf and hard of hearing, and we couldn’t agree with them more. Finally, in third place: bol.com. They do a great job of provoking interaction with humorous and recognizable content for their target audience.

Standing out 

A notable rise in this year’s Q1 & Q2 list is that of Olivia & Kate. This fashion, lifestyle & jewelry brand rose 95 spots, putting it at number 76 on the list. There are also a number of new accounts back in the Top 100 that are definitely worth checking out on Instagram, such as: Decathlon Netherlands (94), Wibra Netherlands (97), Vogue Netherlands (91), restaurant Rijks (83), Picnic (71), Susan Bijl (67), Best Kept Secret festival (59). Congratulations! 

However, no account can rise without other ones dropping. Against the newcomers, there have also been a number of drop-offs this semester. Videoland placed nicely in the 15th spot last quarter, but has now dropped 53 spots down to 68th place. Similarly, Coolblue dropped 52 spots, and has fallen from #17 to #69. Curious about what else happened? Below you can see the full list from Q1 & Q2 of 2023. 

Dutch Instagram Top 100 – Q1/Q2 2023

 

Q1/Q2 2023
Account
Followers
Engagement rate
Rise / Drop
1
theoceancleanup
1,143,985
2,63%
0
2
efteling
391,302
2,36%
0
3
bol_com
244,499
2,19%
0
4
vangoghmuseum
2,448,394
1,03%
+1
5
annefrankhouse_official
195,123
1,87%
-1
6
giethoorn_village
158,117
2,33%
+1
7
natuurmonumenten
198,634
1,15%
new
8
visitkeukenhof
123,715
1,67%
+1
9
reindersjm
161,367
1,23%
new
10
pinkpopfest
93,513
2,53%
+8
11
transavia
104,257
1,96%
+1
12
rijksmuseum
835,652
0,64%
+11
13
walibihollandofficial
114,087
1,57%
-3
14
mcdonaldsnl
133,757
1,21%
+17
15
hunkemoller
1,255,603
0,54%
-1
16
uva_amsterdam
69,205
2,71%
0
17
klm
1,424,436
0,44%
-4
18
funda.nl
118,715
0,99%
new
19
schorembarbier
486,072
0,48%
-11
20
gemeenterotterdam
73,156
1,46%
+9
21
koninklijkemarine
51,058
3,67%
new 
22
attractieparktoverland
56,097
2,56%
+15
23
gemeenteamsterdam
93,350
1,04%
-12
24
dilleenkamille
396,638
0,44%
+12
25
redbullned
175,928
0,57%
+28
26
schiphol
98,905
0,96%
+13
27
koninklijkelandmacht
50,239
2,96%
new 
28
rijtautos.nl
56,428
1,99%
new 
29
politie
63,683
1,51%
new 
30
zwartecross
74,359
1,20%
new 
31
diergaardeblijdorp
71,172
1,28%
-6
32
ladress
46,021
4,19%
new 
33
wondr.experience
136,612
0,69%
+57
34
vanmoof
166,210
0,54%
-6
35
actionnederland
391,212
0,39%
+44
36
minvandefensie
45,807
2,95%
new 
37
landalnl
45,880
2,77%
+48
38
vogelbeschermingnederland
50,934
2,32%
new 
39
bylotte
67,098
1,15%
+38
40
lowlands_fest
100,620
0,74%
-2
41
mediamarktnl
72,044
1,03%
+85
42
artipoppe
493,898
0,35%
-12
43
nationaleoperaballet
100,679
0,70%
new 
44
albertheijn
183,435
0,45%
+26
45
canonnederland
118,909
0,55%
+29
46
justdiggit
38,111
3,38%
new 
47
museumvoorlinden
144,671
0,48%
+25
48
netflixnl
545,546
0,32%
-22
49
vuamsterdam
33,762
3,85%
-9
50
myjewellery
532,549
0,31%
-15
51
prinsesmaximacentrum
34,117
3,51%
-8
52
universiteitleiden
56,636
1,17%
-19
53
damenshipyards
74,696
0,77%
new
54
daftrucksnv
80,376
0,70%
-33
55
volkswagennl
28,885
10,67%
-6
56
patta_nl
552,044
0,25%
+35
57
blondamsterdamnl
66,868
0,76%
-13
58
flugelnl
30,962
2,72%
-1
59
bksfestival
42,365
1,47%
+87
60
beeksebergen
45,419
1,39%
+18
61
tudelft
56,310
0,90%
+1
62
dierenbescherming
43,364
1,40%
new 
63
ritualscosmetics
971,286
0,23%
+3
64
tuinederland
137,753
0,38%
+28
65
nintendonl
45,535
1,21%
+15
66
tisjadamenlingerie
317,405
0,25%
-7
67
susanbijl
46,081
1,10%
+71
68
videolandonline
195,639
0,31%
-53
69
coolblue
54,760
0,83%
-52
70
nintendoswitchnl
55,349
0,81%
-16
71
picnic
57,360
0,71%
+47
72
ns_online
52,701
0,77%
-31
73
hemanederland
478,178
0,22%
+10
74
wnfnederland
69,055
0,50%
-28
75
rivieramaison
206,079
0,25%
-15
76
oliviakate.nl
98,456
0,39%
+95
77
bodyandfit_nl
106,319
0,36%
+7
78
easytoys
39,014
1,04%
new 
79
ticketmasternl
45,087
0,92%
new 
80
alzheimernederland
30,358
1,46%
+9
81
kameraexpress
52,507
0,69%
-14
82
lofboutique
116,930
0,34%
-30
83
rijksrestaurant
48,621
0,75%
+54
84
devegetarischeslager
54,141
0,64%
-21
85
deschoolamsterdam
99,979
0,36%
-37
86
disneyplusnl
59,914
0,52%
+20
87
erasmusuniversity
44,080
0,85%
-37
88
brouwerijtij
31,674
1,19%
+15
89
allerhande
307,881
0,19%
-28
90
radboud_uni
28,600
1,38%
-32
91
nlvogue
251,007
0,20%
+33
92
elizawashere
65,336
0,45%
new 
93
lidlnederland
175,887
0,23%
+16
94
decathlonnederland
24,793
1,79%
+66
95
pathenederland
176,502
0,23%
new 
96
duinrell
34,255
0,90%
+5
97
wibranl
117,905
0,27%
+47
98
suitsupply
688,696
0,13%
+10
99
action.beauty
64,486
0,41%
-4
100
stedelijkmuseum
227,336
0,18%
-13

 

Explanation of study

In this independent research, a number of factors were taken into account when selecting the brand accounts. To obtain a reliable engagement rate, only accounts with more than 5,000 followers were included. Accounts also need to have posted a minimum of 12 posts in the previous half year. 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 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 Belgian Instagram Top 100 here 
♦ View the German Instagram Top 100 here

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