Human Experiences
Which Brands Have the Most Followers on Social Media
Visiting Instagram, Facebook, TikTok, and X (formerly Twitter), we collected the number of followers for over 100 well-known brands with a reputation for having some of the most followers on social media. Exploring their social media branding on these platforms provided insight into social media marketing activities' influence on customer loyalty and engagement. The infographic below by Qualtrics lists the best brands on social media as a whole, along with superlative lists for each of the separate platforms.
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Who Has the Most Followers on Instagram?
The brand with the most followers on Instagram is Nike, with over 305,000,000 followers. While they do not post as frequently as other brands, Nike’s partnership with famous athletes and celebrities has allowed them to create engaging content. This, along with the rapidly growing sneaker culture that has collectors eagerly seeking new pairs to add to their walk-in closets, has helped Nike amass the largest following on Instagram compared to any other brand in the world. National Geographic follows in second place with 282,000,000 followers, and NASA is in a distant third with 97,000,000.
Who Has the Most Followers on Facebook?
Samsung has more Facebook followers than any other brand, with 161,000,000. With the cost of smartphones rising each generation, Samsung allows its followers to save money by entering contests to win their devices. They also provide tips for taking full advantage of the new technologies built in. Facebook is, by far, the platform where Samsung is most successful. The brand with the second-largest number of Facebook followers is Coca-Cola, with 108,000,000, and the brand in third place is YouTube, with 107,000,000. If Coca-Cola wants to prevent YouTube from overtaking it in the ranking, they may want to consider bringing back the 90’s classic lemon-lime masterpiece, Surge.
Who Has the Most TikTok Followers?
The brand with the highest TikTok follower count is ESPN, which has 47,000,000 followers. Professional and even children’s sports highlights and connecting with the fantasy sports audience by posting empathetic but hilarious memes. In total, ESPN’s posts on TikTok have earned over 5.4 billion likes. Sports accounts, in general, are very popular on TikTok, with the official accounts of the NBA, the UFC, and the NFL being among the brands with the most TikTok followers. However, Netflix is the brand with the second-largest number of TikTok followers, posting clips from their original content and giving followers a place where they can interact after watching the latest episodes.
Who Has the Most Twitter Followers?
NASA has more followers on X (formerly Twitter) than any other brand. Its 82,000,000 Twitter followers are treated to high-quality images from space that no other brand can provide, giving new perspectives to our world and others. They also host live updates on missions, allowing public participation and providing opportunities for space experts to visit schools. YouTube has 79,600,000 followers on X, second only to NASA, with CNN in third place. Interestingly, PlayStation is among the Top 10 brands on X with 38,100,000 followers, while its competitors, Nintendo and Xbox, are not on the list.
Who Has the Most Social Media Followers?
When looking at combined followers between Facebook, Instagram, X, and TikTok, National Geographic is the brand with the most followers on social media, totaling 369,900,000. Despite not being at the top of the list on any platform, National Geographic has the most significant total number of followers across all platforms, varying their strategy with photos of cute animals, interesting facts about the world, and health advice. Nike is in a close second with 360,600,000 followers. Both brands see the most success on Instagram. YouTube is the brand with the third-largest number of social media followers: 218,900,000. Its most successful platform is Facebook.
• The clothing brand with the best social media branding is Nike, with 360,600,000. Victoria’s Secret is a distant second with 116,600,000.• The sports league with the best social media branding is the NBA, with 206,700,000. In second place is the UFC with 114,700,000, and in third is the NFL with 100,400,000.
• The news platform with the best social media branding is CNN, with 127,200,000. In second place is SportsCenter with 101,500,000.
• The fast food company with the best social media branding is McDonald’s, with 96,200,000. In second place is KFC with 63,400,000.
• The auto manufacturer with the best social media branding is BMW, with 65,600,000. In second place is Porsche with 48,700,000.
Social media is integral to connecting brands with their customers, but it is not the only necessary avenue. Brands looking to improve their customer experience may wish to invest in experience management software. Qualtrics is trusted by many of the best brands on social media to uncover market opportunities, improve the customer journey, improve the conversion rate, and much more.
The Most Expensive Super Bowl Ads of All Time
| Brand | Facebook Followers (millions) | Instagram Followers (millions) | X (formerly Twitter) Followers (millions) | TikTok Followers (millions) | Total Followers (millions) | Logo Used on Social Media |
|---|---|---|---|---|---|---|
| National Geographic | 50 | 282 | 29.0 | 8.9 | 369.90 | |
| Nike | 39 | 305 | 10.2 | 6.4 | 360.60 | |
| YouTube | 107 | 31 | 79.6 | 1.3 | 218.90 | |
| NBA | 49 | 89 | 46.7 | 22.3 | 206.70 | |
| NASA | 27 | 97 | 82.0 | - | 206.40 | |
| Netflix | 104 | 34 | 22.6 | 39.4 | 199.50 | |
| Samsung | 161 | 1.8 | 12.3 | 3.7 | 178.80 | |
| ESPN | 23 | 27.3 | 53.0 | 47 | 150.30 | |
| Marvel | 34 | 66.0 | 18.9 | 13.3 | 132.20 | |
| CNN | 40 | 20.0 | 62.7 | 4.5 | 127.20 | |
| Disney | 54 | 39.7 | 10.8 | 13.6 | 118.10 | |
| Victoria’s Secret | 29 | 76.0 | 10.0 | 1.6 | 116.60 | |
| Coca-Cola | 108 | 3.0 | 3.3 | 1.1 | 115.40 | TikTok |
| UFC | 44 | 43.3 | 12.5 | 14.9 | 114.70 | |
| PlayStation | 38 | 31.1 | 38.1 | 4.1 | 111.30 | |
| ZARA | 31 | 61.8 | 1.3 | 11.8 | 105.90 | |
| Louis Vuitton | 25 | 55.5 | 9.8 | 14 | 104.30 | |
| SportsCenter | 17 | 38.9 | 43.4 | 2.2 | 101.50 | |
| NFL | 20 | 30.1 | 36.0 | 14.3 | 100.40 | |
| Chanel | 24 | 59.9 | 13.1 | 0.175 | 97.18 | |
| McDonald’s | 82 | 5.1 | 4.7 | 4.4 | 96.20 | |
| The New York Times | 19 | 18.3 | 55.3 | 0.782 | 93.38 | |
| Red Bull | 49 | 23.7 | 1.9 | 14.1 | 88.70 | |
| 34 | 15.2 | 31.9 | 2 | 83.10 | ||
| Dior | 19 | 46.4 | 9.2 | 8 | 82.60 | |
| Adidas | 41 | 29.2 | 4.3 | 8.1 | 82.60 | |
| Vogue | 10 | 49.5 | 15.1 | 5.8 | 80.40 | |
| Discovery | 41 | 20.3 | 9.0 | 6.7 | 77.00 | Logo |
| BMW | 20 | 39.5 | 2.6 | 3.5 | 65.60 | |
| Starbucks | 34 | 17.8 | 10.7 | 2.2 | 64.70 | |
| KFC | 59 | 1.8 | 1.6 | 1 | 63.40 | |
| Apple | 14 | 33.3 | 9.7 | 4.5 | 61.50 | |
| Converse | 46 | 10.7 | 1.0 | 1 | 58.70 | |
| Porsche | 11 | 31.7 | 2.2 | 3.8 | 48.70 | |
| Oreo | 39 | 3.6 | 1.0 | 2.1 | 45.70 | |
| Sephora | 19 | 22.3 | 2.3 | 1.5 | 45.10 | |
| Intel | 36 | 1.7 | 4.8 | 0.316 | 42.82 | |
| Amazon | 29 | 5.0 | 6.0 | 0.993 | 40.99 | |
| MLB | 10 | 11.2 | 11.8 | 7.4 | 40.40 |
The 10 Brands with the Most Facebook Followers
| Brand | Facebook Followers (in millions) |
|---|---|
| Samsung | 161 |
| Coca-Cola | 108 |
| YouTube | 107 |
| Netflix | 104 |
| McDonald’s | 82 |
| KFC | 59 |
| Disney | 54 |
| National Geographic | 50 |
| NBA | 49 |
| Red Bull | 49 |
The 10 Brands with the Most Instagram Followers
| Brand | Instagram Followers (in millions) |
|---|---|
| Nike | 305 |
| National Geographic | 282 |
| NASA | 97 |
| NBA | 89 |
| Victoria’s Secret | 76 |
| Marvel | 66 |
| ZARA | 61.8 |
| Chanel | 59.9 |
| Louis Vuitton | 55.5 |
| Vogue | 49.5 |
The 10 Brands with the Most X (formerly Twitter) Followers
| Brand | X (formerly Twitter) Followers (in millions) |
|---|---|
| NASA | 82 |
| YouTube | 79.6 |
| CNN | 62.7 |
| The New York Times | 55.3 |
| ESPN | 53 |
| NBA | 46.7 |
| SportsCenter | 43.4 |
| PlayStation | 38.1 |
| NFL | 36 |
| 31.9 |
The 10 Brands with the Most TikTok Followers
| Brand | TikTok Followers (in millions) |
|---|---|
| ESPN | 47 |
| Netflix | 39.4 |
| NBA | 22.3 |
| UFC | 14.9 |
| NFL | 14.3 |
| Red Bull | 14.1 |
| Louis Vuitton | 14 |
| Disney | 13.6 |
| Marvel | 13.3 |
| Duolingo | 12.7 |
METHODOLOGY: The companies with the most social media followers were found by compiling over 100 brands that have been noted elsewhere as having the most followers or the best social media. The number of followers was collected between August 12-14, 2024, and does not include the followers of affiliate accounts, only the followers of the brand’s main social media accounts.
*The social media sites included in the analysis were eliminated from the brand rankings as they often have the most followers on their own platforms