Nairobi, 19th February 2016: President Uhuru Kenyatta is the 3rd most followed African leader on Instagram according to a new study by Burson-Marsteller, a leading global public relations and communications firm.
The World Leaders on Instagram study places Egyptian President Abdel Fattah el-Sisi as the top most African leader with the highest Instagram following of more than half a million followers, followed by Tanzania’s former President Jakaya Kiwete who has more than 53,000 followers.
President Kenyatta, has over 51,000 followers, making him the most followed Kenyan leader on the social media platform but number 3 in the continent. He’s followed by his Nigerian counterpart Muhammadu Buhari who has about 45,000 followers.
Globally El-Sisi is the only African leader who has made it to the top 10 list of most popular presidents on Instagram at number 10, with Kiwete taking position 29, Kenyatta 30 and Buhari 33.
The report however places US President Barack Obama as the most popular world leader with over 6 million followers, on his Barack Obama campaign account. Obama is followed by Russian Prime Minister Dmitry Medvedev, who has more than 2 million followers with Indian Prime Minister Narendra Modi coming in third with 1.7 million followers.
Also making it to the top 10 list are the White House with 1.7 million followers, Queen Rania of Jordan and HH Sheikh Mohammed Bin Rashid Al Maktoum, the Ruler of Dubai with 1.4 million followers each. Turkey’s President Recep Tayyip Erdoğan, Iran’s Supreme Leader Ali Khamenei, Argentinian President Mauricio Macri and Egyptian President Abdel Fattah el-Sisi complete the list with more than half a million followers each.
The report also names Obama as the most effective leader on Instagram, with more than 56,000 comments and likes for every post on the platform. He is closely followed by Indian PM Modi, who has 42,000 interactions per post, despite having only posted 37 pictures since starting out on Instagram in November 2014.
The most liked post of all world leaders is the “Thank You” photo of Barack Obama after being reelected on November 7, 2012; he also posted the most commented on picture, garnering almost 200,000 comments on the image showing him getting a flu shot with the caption: “Tell us how your life is #BetterWithObamacare”.
All 305 world leaders combined have posted a total of 76,387 photos and videos and the vast majority of posts are pictures of large gatherings such as election rallies, conferences, government meetings and bilateral meetings with their foreign counterparts.
About the Study
World Leaders on Instagram is Burson-Marsteller’s latest research into how world leaders, governments and international organizations communicate via social media. The research builds on Burson-Marsteller’s highly acclaimed annual Twiplomacy study. Initially focused solely on Twitter, the 2016 study is being expanded to other social media platforms including Facebook, Instagram, YouTube, Google+ and more niche digital diplomacy platforms such as Snapchat and Vine. An analysis of each separate platform will be released each month in the run up to the publication of the complete Twiplomacy study inMay 2016.
Data was collected on February 2, 2016, using Burson-Marsteller’s proprietary Burson Tools to analyze the 305 world leaders’ Instagram accounts. More than 30 variables were considered, including: followers, following, post count, post likes and post comments, et al.