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The most beloved British brands on Instagram

Instagram has garnered over 700m users worldwide, making it the platform of choice for numerous brands. Some retailers, however, do a better job at engaging people, with the British elite having been highlighted by Iconosquare.
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“British companies are still being dwarfed by the international competition,” Iconosquare explained in its Brand Index, with Nike’s 75.2m followers and Chanel’s 25m followers trumping UK brands.

“Burberry should thus be especially pleased with having topped all British brands on Instagram for the second year running,” Romain Ouzeau, CEO of Iconosquare, said. “It even boosted its follower count by over 2m in the span of 12 months.”

In total, its follower count now sits at 10.4m. Topshop came in second place with 9.2m fans, while Jimmy Choo ranked third with 7.3m. Other fashion brands in the top ten included Alexander McQueen and Stella McCartney, while the automative champ turned out to be Jaguar.

GQ, with 4m followers, was the most popular British media brand on Instagram, followed by BBC News with 2.5m and Top Gear with 2.3m.

Here is its list of top brands in full:

Brand

Followers*

Engagement rate**

Burberry

10,400,000

0.57%

Topshop

9,200,000

0.86%

Jimmy Choo

7,300,000

0.94%

ASOS

6,600,000

0.80%

Jaguar

5,500,000

1.72%

Alexander McQueen

5,300,000

0.74%

Aston Martin

4,700,000

2%

Bentley

4,600,000

1.68%

Stella McCartney

4,500,000

0.53%

Rolls-Royce

4,200,000

1.79%

Iconosquare’s findings are perhaps no surprise given how they correlate with April 2017 research from Quintly. The company similarly cited the likes of Jaguar, Burberry, the BBC and Stella McCartney as British Instagram greats – and sought to find out why. 

On average, each brand made 67 posts per month, with images being a major draw. That it wasn’t a platform primarily for images, however, was made evident by BBC news. Some 85.95 per cent of its posts consisted of videos.

Looking at the figures on a more detailed level, we can see that Jaguar had the most successful post in terms of amount of likes,” it said. “Jaguar’s post that shows the luxury model F-Type, garnered over 110,000 Instagram users to like the picture. The longing for luxury goods seems to attract a lot of people. This phenomenon can also be seen with the other luxurious brands such as Burberry or Rolls-Royce.

“Providing attractive content to your community is as important as constantly posting content though. Your followers need to feel the urge to double-tap your image. This strategy can be taken on in various ways: Be it by triggering a desire for luxury goods (Burberry, Jaguar), showing a combination of affordable products in a scenario that looks like if a friend posted it (Primark), or simply informing your audience (BBC news).”

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About Author

Shané Schutte

Shané Schutte is the deputy editor of Real Business, with a particular specialism in employment and business law, human resources, information technology and sales/marketing.

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