Analytics News – November 2018

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Race to one Billion Likes finished …

Instagram Top 3 Love Brands: Mercedes-Benz, BMW and H&M have the most likes.

The „Interbrand Best Global Brands 2018“ were published in the beginning of October 2018. And with one brand hitting the magical 1 billion likes mark, it was time to give you a follow up since our last article.

Mercedes-Benz surpassed one billion likes in November 2018.

While losing some momentum in October, Mercedes-Benz was the first brand out of the Interbrand Best Global Brands to hit one billion likes – keeping the competition at a distance.

How long will it take for the others to catch up?

Holding the second position in terms of momentum, as well as overall Likes, BMW should reach the one billion total likes mark by approximately Q4 2019. Gucci made a special impression this year by further developing their momentum in terms of overall likes per month. If Gucci keeps this pace, it’s likely for them to overtake H&M and be the third brand to crack the 1 billion likes mark by approximately 2021.

With all that said, it should take H&M 5 years and Disney over 10 years to enter the 1 billion likes Club on Instagram.


Top 5 brands on Instagram are based on the Interbrand TOP 100 Best Global Brands. The ranking is based on the sum of likes on Instagram from 01/2011 to 11/2018. Two dimensions are pictured: “Total likes” overall and “Speed”. “Speed” is measured by monthly likes. “Total likes” are the cumulated likes ever since the account on Instagram was started.

Key drivers of Speed are: Posting frequency, total number of fans and „engaging power“ of the posts.

Analysis Tool: Socialbakers
Interbrand Top 100: Interbrand best global brands
Contact: Thomas Müller or Rim Rufael

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