100
Battenhall Presents

INSTAGRAM
BRANDS

2019

Executive Summary

The year of the creator

"2019 was the year social media grew up and became a teenager. Having taken its first baby steps back in 2006, the growth of social media has been rapid – the digital landscape has changed unrecognisably since. Private social now reigns supreme, Stories are overtaking the traditional news feed, and we are witnessing the comeback of the ‘creator’."

Drew Benvie
Founder and MD, Battenhall

Instagram brands 100

Overview

8.7%

Stories use has increased by 8.7%

1.4%

Feed use has decreased by 1.4%

400

IGTV use has doubled from 205 uses in a month to 400

3%

Live is over – only 3% of brands used it in 2019

How many brands used each feature?

Verified  –  100%

Feed  –  100%

Stories  –  100% (+1%)

IGTV  –  88% (+12%)

Live  –  3% (-8%)

Highlights  –  95% (+6%)

Introduction

This year, Battenhall analysed 100 top brands with some of the largest followings, looking at content, publishing frequency, how they used the platform, and the authenticity of their followers.

Top TEN

BEST BRANDS

@louisvuitton

2019 Followers

34,650,513

2018 Followers

27,159,455

Audience quality score

24%

Engagement rate

0.17%

Comment to like ratio

0.2

10

@zara

2019 Followers

35,389,602

2018 Followers

28,261,532

Audience quality score

19%

Engagement rate

0.08%

Comment to like ratio

0.5

9

@adidasoriginals

2019 Followers

35,418,044

2018 Followers

28,721,914

Audience quality score

24%

Engagement rate

0.23%

Comment to like ratio

0.3

8

@chanelofficial

2019 Followers

36,938,439

2018 Followers

28,648,524

Audience quality score

26%

Engagement rate

0.15%

Comment to like ratio

0.3

7

@gucci

2019 Followers

36,974,592

2018 Followers

28,356,589

Audience quality score

24%

Engagement rate

0.23%

Comment to like ratio

0.2

6

@marvel

2019 Followers

42,964,791

2018 Followers

23,344,729

Audience quality score

34%

Engagement rate

0.36%

Comment to like ratio

0.2

5

@nasa

2019 Followers

49,616,858

2018 Followers

35,827,647

Audience quality score

71%

Engagement rate

1.89%

Comment to like ratio

0.4

4

@victoriassecret

2019 Followers

68,831,107

2018 Followers

61,293,586

Audience quality score

27%

Engagement rate

0.19%

Comment to like ratio

0.3

3

@nike

2019 Followers

93,472,938

2018 Followers

80,946,720

Audience quality score

29%

Engagement rate

0.22%

Comment to like ratio

0.4

2

@natgeo

2019 Followers

123,296,267

2018 Followers

91,699,802

Audience quality score

32%

Engagement rate

0.24%

Comment to like ratio

0.3

1

Top TEN

BEST BRANDS

@louisvuitton

2019 Followers

34,650,513

2018 Followers

27,159,455

Audience quality score

24%

Engagement rate

0.17%

Comment to like ratio

0.2

10

@zara

2019 Followers

35,389,602

2018 Followers

28,261,532

Audience quality score

19%

Engagement rate

0.08%

Comment to like ratio

0.5

9

@adidasoriginals

2019 Followers

35,418,044

2018 Followers

28,721,914

Audience quality Score

24%

Engagement rate

0.23%

Comment to like ratio

0.3

8

@chanelofficial

2019 Followers

36,938,439

2018 Followers

28,648,524

Audience quality score

26%

Engagement rate

0.15%

Comment to like ratio

0.3

7

@gucci

2019 Followers

36,974,592

2018 Followers

28,356,589

Audience quality score

24%

Engagement rate

0.23%

Comment to like ratio

0.2

6

@marvel

2019 Followers

42,964,791

2018 Followers

23,344,729

Audience quality score

34%

Engagement rate

0.36%

Comment to like ratio

0.2

5

@nasa

2019 Followers

49,616,858

2018 Followers

35,827,647

Audience quality score

71%

Engagement rate

1.89%

Comment to like ratio

0.4

4

@victoriassecret

2019 Followers

68,831,107

2018 Followers

61,293,586

Audience quality score

27%

Engagement rate

0.19%

Comment to like ratio

0.3

3

@nike

2019 Followers

93,472,938

2018 Followers

80,946,720

Audience quality score

29%

Engagement rate

0.22%

Comment to like ratio

0.4

2

@natgeo

2019 Followers

123,296,267

2018 Followers

91,699,802

Audience quality score

32%

Engagement rate

0.24%

Comment to like ratio

0.3

1

Top TEN

BEST BRANDS

@louisvuitton

2019 Followers

34,650,513

2018 Followers

27,159,455

Audience quality score

24%

Engagement rate

0.17%

Comment to like ratio

0.2

10

@zara

2019 Followers

35,389,602

2018 Followers

28,261,532

Audience quality score

19%

Engagement rate

0.08%

Comment to like ratio

0.5

9

@adidasoriginals

2019 Followers

35,418,044

2018 Followers

28,721,914

Audience quality score

24%

Engagement rate

0.23%

Comment to like ratio

0.3

8

@chanelofficial

2019 Followers

36,938,439

2018 Followers

28,648,524

Audience quality score

26%

Engagement rate

0.15%

Comment to like ratio

0.3

7

@gucci

2019 Followers

36,974,592

2018 Followers

28,356,589

Audience quality score

24%

Engagement rate

0.23%

Comment to like ratio

0.2

6

@marvel

2019 Followers

42,964,791

2018 Followers

23,344,729

Audience quality score

34%

Engagement rate

0.36%

Comment to like ratio

0.2

5

@nasa

2019 Followers

49,616,858

2018 Followers

35,827,647

Audience quality score

71%

Engagement rate

1.89%

Comment to like ratio

0.4

4

@victoriassecret

2019 Followers

68,831,107

2018 Followers

61,293,586

Audience quality score

27%

Engagement rate

0.19%

Comment to like ratio

0.3

3

@nike

2019 Followers

93,472,938

2018 Followers

80,946,720

Audience quality score

29%

Engagement rate

0.22%

Comment to like ratio

0.4

2

@natgeo

2019 Followers

123,296,267

2018 Followers

91,699,802

Audience quality score

32%

Engagement rate

0.24%

Comment to like ratio

0.3

1

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