Instagram is the Fastest Growing Social Network Among World Leaders
December 04 2018 - 3:15AM
Business Wire
BCW Study Finds 92 Heads of State, 48 Heads of
Government and 36 Foreign Ministers Have Personal Accounts on
Instagram
Indian Prime Minister Narendra Modi is the most followed world
leader on Instagram with 14.8 million followers. He is closely
followed by Indonesian President Joko Widodo, with 12.2 million
followers, who more than doubled his followers over the past 12
months, according to the newly released 2018 World Leaders on
Instagram study by leading global communications agency BCW (Burson
Cohn & Wolfe). With 10 million followers, U.S. President Donald
Trump is in third position.
Pope Francis is in fourth position with 5.7 million followers,
just ahead of Queen Rania of Jordan, Turkey’s President Recep
Tayyip Erdoğan and the White House account, each with more than 4
million followers. The UK Royal Family has almost tripled its
followers over the past 12 months in large part thanks to the
pictures of the royal wedding of Prince Harry and Meghan Markle
which increased the account’s followers by 570,000 on May 19,
2018.
The study analyzes the activity of the 426 Instagram accounts of
heads of state and government and foreign ministers, 100 more than
in the 2017 study, using aggregate data from Facebook’s CrowdTangle
tool. As of October 1, 2018, the accounts have a combined total of
98.3 million followers and published 98,372 posts in the past 12
months which have garnered a total of 860.4 million interactions
(comments and shares).
U.S. President Donald Trump leads the rankings in terms of total
interactions (comments and likes). Over the past 12 months,
@realDonaldTrump has garnered more than 218 million interactions,
more than three times as many as Indian Prime Minister Narendra
Modi who has more followers but only 69 million interactions on his
80 photos and videos over the past year. However, considering the
number of interactions (comments and likes) per post, India’s Prime
Minister Narendra Modi is the most effective world leader on
Instagram, with each of his 80 posts receiving, on average, 873,302
interactions. Turkey’s President Erdoğan is in second position with
413,934 interactions and Indonesia’s President Joko Widodo’s
Instagram posts receive an average of 411,673 interactions per
post.
“This third installment of the BCW study shows Instagram has
become the social media network where world leaders garner the most
interactions,” said Chad Latz, Chief Innovation Officer, BCW. “What
is astounding is that the average size of world leaders’ Instagram
accounts is less than half the size of their Facebook pages - with
five times fewer posts over the past 12 months. However, all
Instagram accounts together total 860 million interactions, which
is 162 million (23 percent) more than the total interactions on
Facebook over the same period.”
The World Leaders on Instagram study also found that 156 of the
193 United Nations member states maintain an official Instagram
account, 16 more than in the 2017 study. Ninety-two heads of state,
48 heads of government and 36 foreign ministers maintain personal
pages on the platform, which tend to get better engagement than
institutional accounts.
Instagram is not the most obvious social network to make
sweeping policy statements, however Instagram Stories have become a
secondary channel for digital diplomacy, where word leaders meet,
greet and tag each other.
Other Key Findings Include:
- Ghana’s President Nana Akufo-Addo is
Sub-Saharan Africa’s most followed leader on Instagram with 431
million followers, ahead of Rwanda’s President Paul Kagame and
Nigerian President Muhammadu Buhari with more than 160,000
followers each.
- Jordan’s Queen Rania is the most
followed Arab leader with more than 4.8 million followers,
surpassing Sheikh Mohammed, the Vice President and Prime Minister
of the United Arab Emirates, with more than 3.3 million
followers.
- Argentina’s President Mauricio Macri is
the most followed Latin American leader on Instagram with 880,000
followers ahead of outgoing Mexican President Enrique Peña Nieto
and Paraguay’s Mario Abdo Benítez who each boast more than half a
million followers.
- The British Royal Family tops the
Instagram ranking in the European Union with 3.5 million followers,
far ahead of French President Emmanuel Macron, with 1.1 million
followers, and Germany’s Chancellor Angela Merkel with 684,000
followers.
- The Information Department of the
Government of Brunei is the most active government account, with
more than 17 posts per day on average. Imran Khan, Pakistan’s Prime
Minister, is in second position with more than 10 posts per day and
the Foreign Ministry of Kuwait is the third most prolific with more
than eight posts per day.
- Since June 2018, 15 percent of the 426
accounts have created Instagram TV (IGTV) channels which allow
users to upload up to 60-minute-long videos in vertical
format.
About the Study
World Leaders on Instagram is BCW's latest research into
how world leaders, governments and international organizations
communicate via social media. The research builds on BCW’s highly
acclaimed annual Twiplomacy study, which is now in its sixth year.
In 2016, the Twiplomacy study was expanded to cover all key social
media platforms and has massively enhanced BCW’s digital reputation
worldwide. For more information, visit www.twiplomacy.com.
About BCW
BCW is one of the world’s largest full-service global
communications agencies. Founded by the merger of Burson-Marsteller
and Cohn & Wolfe, BCW delivers digitally and data-driven
creative content and integrated communications programs grounded in
earned media and scaled across all channels for clients in the B2B,
consumer, corporate, crisis management, CSR, healthcare, public
affairs and technology sectors. BCW is a part of WPP (NYSE: WPP),
the world leader in communications services. For more information,
visit www.bcw-global.com.
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Catherine SullivanCatherine.Sullivan@bcw-global.com+1 212 798
9501Matthias LüfkensMattias.Luefkens@bcw-global.com+41 22 593
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