Challenger Brands on Instagram: Followers, Engagement and Mentions
Every challenger brand account we track, followers, engagement, and growth, ranked. Real figures only.
Other collections
What is being said about challenger brands
Public posts mentioning any of the 60 challenger brands we track, most recent first
Peloton after dark 30 min Pop 9/18/26 #peloton #pelotonbike #pelotonmemes #workoutmemes #usher
Weekend loading 20 min HIIT 6/16/20 (purged) #peloton #pelotonbike #pelotonmemes #workoutmemes #friday
@shakeshack NEW MENU items ASMR addition 🤫🔥 #shakeshack #asmreating #eatingshow #mukbangasmr #foodreels
Wielding the Caffeine Sword, Unleashing pure energy... - - - #Whitemonster #energydrink #monster #monsterenergy
@shakeshack NEW MENU items 🍔🤯🔥 #shakeshack #fastfood #asmreating #eatingshow #foodreels
Ready to run in the new Cloudsurfer 3s! #onrunning #oncloud #runningshoes #running #runnergirl
aerie colorful fall try-on + my honest thoughts :) ✨ very requested! lmk which is your fav & if you have any questions🩵 #colorfulfall #colorfulclothing #aerief
Confidence with a disclaimer 20 min Tea Time 5/7/25 #peloton #pelotonbike #pelotonmemes #workoutmemes #affirmations
The future is golden with the Tesla Cybercab #fyp #viral #tesla #cybercab
Ruby had Greek Shack for the 4th time this week. #shakeshack #shakeshacksg
These pieces from Aerie are so cute, comfy and also ON SALE! 👏🏼💚 👉🏼Mention “AERIE” for details & I’ll send your way! (Affiliate links) #styleover40 #ae
Everything at @aerie is SO cute right now! I want the matching sets in every color🤭 Comment “SHOP” if you want the 🔗 to everything shown here☺️ for reference
The 2026 Tesla Model Y L is Costco Approved @costco | @teslamotors #tesla #teslamodelyl #modelyl #costcorun #costco
Black On Running Cloudmonster 3 #onrunning #oncloud #running #lifestyle #sneakers
If overstimulated was a video 🫣😅 #pelotonmemes #pelotonmom #pelotonmoms #pelotoncycle #pelotonbike
Frequently asked questions
What is a good Instagram engagement rate for challenger brands?
The median across the 5 challenger brands we have measured is 0.52%, with the middle half falling between 0.1% and 1.16%. Anything above the median is doing better than half the category. Engagement rates are not comparable across categories, so a figure that looks weak next to a beauty brand can be strong for challenger brands.
Which challenger brand has the most Instagram followers?
GoPro, of the 60 challenger brands in this list. Follower count is the least useful number on this page: it says how many people once pressed follow, not how many see a post or talk about the brand. The mentions further down the page answer that.
Which challenger brands are growing fastest on Instagram?
On Running has the steepest follower growth of the challenger brands we measure, at 1.6% over the window. Growth is read from repeated measurements of the public profile rather than reported by the brand.
How do challenger brands find out who is posting about them?
Instagram notifies a brand when somebody links its @handle and in no other case, so a caption that types the brand name as plain text reaches nobody at the company. Finding those means searching: the brand name as a hashtag, with the space removed, the product on its own, and the name as plain caption text. Every brand on this page has a public page here listing the posts we caught doing exactly that.
Where do the figures on this page come from?
Each one is a reading of a public Instagram profile, stored with the date it was taken. Nothing is estimated, modelled or filled in from an industry average. Where a brand has not been measured yet its row shows a dash, because a visible gap is more useful than a plausible invention.
Other categories
Figures are read from Instagram; an em dash means no data yet.