100
Battenhall Presents

INSTAGRAM
BRANDS

2020

Executive Summary

THE YEAR OF CHANGE

This year is one we’ll reflect back on for many years to come. While the pandemic has been extremely challenging, and perhaps irrevocably changed the way we live and work, social media has been a lifeline for many. It’s been a way of keeping in touch with loved ones when we couldn’t visit them, communicate our shared experiences, and helped bring the world closer together.

Drew Benvie
CEO & Founder, Battenhall

Instagram brands 100

Overview

+1,887%

increase in live posts

53.5%

increase in IGTV usage

17.1%

increase in use of feed

40%

of the top 100 brands have used Reels

Introduction

Battenhall analysed 100 chosen brands of interest with some of the largest followings. We monitored these accounts for one month between 23 September and 22 October 2020, recording and observing their activity.

How many brands used each feature?

2019

2020

12,538 Stories published

10,330 feed posts

614 IGTV videos

FROM 3 TO 59 live broadcasts

Top TEN

BEST BRANDS

@louisvuitton

2020 Followers

39,616,789

2019 Followers

34,650,513

Audience quality score

83%

Engagement rate

0.26%

Comment to like ratio

0.3

10

@premierleague

2020 Followers

40,894,050

2019 Followers

31,199,125

Audience quality score

78%

Engagement rate

0.35%

Comment to like ratio

0.4

9

@chanelofficial

2020 Followers

41,107,113

2019 Followers

36,938,439

Audience quality score

82%

Engagement rate

0.15%

Comment to like ratio

0.5

8

@gucci

2020 Followers

41,115,969

2019 Followers

36,974,592

Audience quality score

76%

Engagement rate

0.23%

Comment to like ratio

0.3

7

@zara

2020 Followers

41,919,378

2019 Followers

35,389,602

Audience quality score

82%

Engagement rate

0.13%

Comment to like ratio

0.5

6

@marvel

2020 Followers

48,831,918

2019 Followers

42,964,791

Audience quality score

91%

Engagement rate

0.27%

Comment to like ratio

0.3

5

@nasa

2020 Followers

60,864,397

2019 Followers

49,616,858

Audience quality score

97%

Engagement rate

1.52%

Comment to like ratio

0.3

4

@victoriassecret

2020 Followers

68,716,170

2019 Followers

68,831,107

Audience quality score

76%

Engagement rate

0.22%

Comment to like ratio

0.3

3

@nike

2020 Followers

122,091,876

2019 Followers

93,472,938

Audience quality score

94%

Engagement rate

0.55%

Comment to like ratio

1.3

2

@natgeo

2020 Followers

145,476,867

2019 Followers

123,296,267

Audience quality score

84%

Engagement rate

0.19%

Comment to like ratio

0.3

1

Top TEN

BEST BRANDS

@louisvuitton

2020 Followers

39,616,789

2019 Followers

34,650,513

Audience quality score

83%

Engagement rate

0.26%

Comment to like ratio

0.3

10

@premierleague

2020 Followers

40,894,050

2019 Followers

31,199,125

Audience quality score

78%

Engagement rate

0.35%

Comment to like ratio

0.4

9

@chanelofficial

2020 Followers

41,107,113

2019 Followers

36,938,439

Audience quality score

82%

Engagement rate

0.15%

Comment to like ratio

0.5

8

@gucci

2020 Followers

41,115,969

2019 Followers

36,974,592

Audience quality score

76%

Engagement rate

0.23%

Comment to like ratio

0.3

7

@zara

2020 Followers

41,919,378

2019 Followers

35,389,602

Audience quality Score

82%

Engagement rate

0.13%

Comment to like ratio

0.5

6

@marvel

2020 Followers

48,831,918

2019 Followers

42,964,791

Audience quality score

91%

Engagement rate

0.27%

Comment to like ratio

0.3

5

@nasa

2020 Followers

60,864,397

2019 Followers

49,616,858

Audience quality score

97%

Engagement rate

1.52%

Comment to like ratio

0.3

4

@victoriassecret

2020 Followers

68,716,170

2019 Followers

68,831,107

Audience quality score

76%

Engagement rate

0.22%

Comment to like ratio

0.3

3

@nike

2020 Followers

122,091,876

2019 Followers

93,472,938

Audience quality score

94%

Engagement rate

0.55%

Comment to like ratio

1.3

2

@natgeo

2020 Followers

145,476,867

2019 Followers

123,296,267

Audience quality score

84%

Engagement rate

0.19%

Comment to like ratio

0.3

1

Top TEN

BEST BRANDS

@louisvuitton

2020 Followers

39,616,789

2019 Followers

34,650,513

Audience quality score

83%

Engagement rate

0.26%

Comment to like ratio

0.3

10

@premierleague

2020 Followers

40,894,050

2019 Followers

31,199,125

Audience quality score

78%

Engagement rate

0.35%

Comment to like ratio

0.4

9

@chanelofficial

2020 Followers

41,107,113

2019 Followers

36,938,439

Audience quality score

82%

Engagement rate

0.15%

Comment to like ratio

0.5

8

@gucci

2020 Followers

41,115,969

2019 Followers

36,974,592

Audience quality score

76%

Engagement rate

0.23%

Comment to like ratio

0.3

7

@zara

2020 Followers

41,919,378

2019 Followers

35,389,602

Audience quality score

82%

Engagement rate

0.13%

Comment to like ratio

0.5

6

@marvel

2020 Followers

48,831,918

2019 Followers

42,964,791

Audience quality score

91%

Engagement rate

0.27%

Comment to like ratio

0.3

5

@nasa

2020 Followers

60,864,397

2019 Followers

49,616,858

Audience quality score

97%

Engagement rate

1.52%

Comment to like ratio

0.3

4

@victoriassecret

2020 Followers

68,716,170

2019 Followers

68,831,107

Audience quality score

76%

Engagement rate

0.22%

Comment to like ratio

0.3

3

@nike

2020 Followers

122,091,876

2019 Followers

93,472,938

Audience quality score

94%

Engagement rate

0.55%

Comment to like ratio

1.3

2

@natgeo

2020 Followers

145,476,867

2019 Followers

123,296,267

Audience quality score

84%

Engagement rate

0.19%

Comment to like ratio

0.3

1

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