Table 2.

Characteristics of top food and beverage Instagram accounts.

Rank	Account name and Instagram handle	Followers, n (Nov 2015)	Posts during study period, n	Average likes per post	Followers who liked post, %	Average comments per post	Followers who commented, %	Videos with views data, n	Average views per video	Followers who viewed video, %
1	Starbucks Coffee	6.6M	312	204,833	3.10	1318	0.02	10	518,903	7.86
2	Red Bull	3.8M	419	74,261	1.95	803	0.02	38	380,592	10.02
3	Monster Energy	2.6M	685	36,888	1.42	178	0.01	61	101,293	3.90
4	OREO	1.1M	94	31,510	2.86	628	0.06	20	110,828	10.08
5	McDonald’s	1M	128	21,978	2.20	806	0.08	11	104,730	10.47
6	Coca-Cola	920K	117	19,333	2.10	317	0.03	24	53,150	5.78
7	Gatorade	678K	226	12,489	1.82	82	0.01	8	34,306	5.06
8	Taco Bell	671K	183	18,036	2.69	810	0.12	7	71,454	10.65
9	KFC	632K	160	7,697	1.22	235	0.04	8	30,884	4.89
10	Ben and Jerry’s	588K	295	17,470	2.97	609	0.10	6	50,180	8.53
11	Burger King	530K	186	9,666	1.82	411	0.08	2	30,628	5.78
12	Domino’s Pizza	431K	407	5,722	1.33	159	0.04	2	32,078	7.44
13	Pepsi	320K	136	4,545	1.42	610	0.19	9	15,523	4.85
14	Nutella	301K	226	14,260	4.74	373	0.12	16	66,150	21.98
15	Subway	109K	98	2,025	1.86	113	0.10	3	12,313	11.30
Average of all brands		1,352,000	245	32,048	2.37	497	0.04	15	107,534	7.95