World leaders take to Instagram

Instagram is the fastest growing social network among world leaders, according to a new study.

The World Leaders on Instagram study, conducted by BCW, shows that 92 heads of state, 48 heads of government and 36 foreign ministers have all established personal Instagram accounts.

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. With 10 million followers, US 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 four 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 19 May 2018.

The study analyses the activity of the 426 Instagram accounts of heads of state and government and foreign ministers, using aggregate data from Facebook’s CrowdTangle tool. As of 1 October 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).

US 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 instalment 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%) 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.
• 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.
• 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.
• Since June 2018, 15% of the 426 accounts have created Instagram TV (IGTV) channels which allow users to upload up to 60-minute-long videos in vertical format.

Image credit: ©stock.adobe.com/au/Sondem

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