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With the power of social media an increasingly popular tool in brand promotion, many of the nation’s high street retailers have been investing their budgets in marketing on Instagram.

New data released by Iconosquare, leading analyst of social media influencers, released that sportswear brand Nike comes top of the list as one of the most popular brands on the photo-sharing platform, with more than 72 million followers, making it the fifteenth most popular Instagram account in the world, beating celebrities such as Khloe Kardashian and Miley Cyrus. H&M, meanwhile, (pictured) came in at – distant – second place, with over 21 million followers. Iconosquare measured the total follower count and follower growth for more than 60 brands during the period April and May 2017.

According to the findings, Instagram’s top ten most popular fashion brands, listed by followers, are:

Nike 72,153,356
H&M 21,150,975
Zara 19,645,547
Adidas 14,545,482
Forever 21 13,162,393
Michael Kors 10,104,508
Topshop 8,800,851
Urban Outfitters 7,005,125
Mango 6,776,369
ASOS 6,076,283

In the top ten, Zara was the fastest-growing brand, managing an impressive 8.72 per cent growth over the April-May period. Uniqlo (905,994 followers) managed the fastest growth overall during the period, with a growth rate of nearly 14 per cent. BooHoo and Schuh saw 0.67 per cent and 1.06 per cent follower growth respectively, making them among the slowest-growing brands analysed.

Instagram is increasingly becoming an important marketing channel for retailers: the platform recently reached 700 million monthly active users, and its emphasis on visuals lends itself well to fashion brands. Instagram has been experimenting with shoppable posts recently, allowing brands to add product details and links to their photos.

“The boundaries between Instagram and brands’ shopping pages is becoming increasingly blurred. As the world’s most popular visual social network, a quality Instagram presence is more than a ‘nice to have’ for high street fashion brands, it’s essential to their success,” says Romain Ouzeau, CEO of Iconosquare.

 


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