Rijksmuseum leads the Dutch Instagram top 100, with HEMA as the highest newcomer, Somention report

Every six months, online marketing and communications agency Somention conducts an independent study into the most successful Instagram accounts.

The Instagram Top 100 includes a mix of Dutch brands and international brands with a Dutch account. The research looks at the number of followers and the engagement rate.

A Must-See:

A new entry has shot straight to the top: the Rijksmuseum. Their feed is filled with intriguing details about various artworks and in a fun and creative way, you’re taken into the world of the Old Masters.

The Rijksmuseum’s top position is due to a significant increase in both engagement and followers. With an engagement rate of 3.25%, it’s clear that the community is highly interactive and in turn they invests a lot of time in nurturing this community. With 964,863 followers, they’ve seen a substantial increase from last year (+11.69%).

Rise and Shine

Apart from the Rijksmuseum, the list features many new brands. In the Top 10, everyone was counting down to Pinkpop Festival (8), De School Amsterdam (10) has come back to life with the publication of Het Archief, and Patta (9) has generated a lot of content and engagement through numerous collaborations!

KLM

With a very active social presence, KLM has climbed significantly and secured the 5th spot. Through their Instagram account, the community gets a behind-the-scenes look at interesting details and real stories from KLM staff. The feed is filled with stunning shots, various carousels, and funny reels. The community is taken on a fun and educational journey into the world of KLM.

HEMA

HEMA has made a remarkable leap from 39th to 6th place. They engage actively with their community in a fun and quirky tone of voice and attitude. Their feed is jam packed with shop talk, interactive challenges, handy tips, and user-generated-content. By creating and posting diverse content, the focus isn’t just on selling products but also on branding. With an engagement rate of 1.21% and a follower growth of 4.96%, HEMA has secured a place in the Top 10.

The Importance of Engagement

With the influx of new entries, some brands have dropped in the rankings with the main reason being a decline in engagement. Ultimately, it’s crucial to always invest time and attention in your community. If you want to see yourself in the Top 100 list, post content that your audience wants to see and engage with. The comments section is everything!

TikTok Top 50

In addition to the Instagram Top 100, we’ve also looked at the best-performing accounts on TikTok. Curious who made it into the TikTok Top 50? Check it out here

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.

www.somention.com

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