Banks Outperform Digital Businesses in Instagram Engagement Among Iranians
A notable finding in the report was the high engagement rate of Shahr Bank, which, despite having around 500,000 followers, achieved an 8% engagement rate.
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According to a recent report by Dataak, an AI and big data analytics firm, Iranian hypermarket chain Ofoq Kourosh, streaming platform Filimo, and e-commerce giant DigiKala topped the list as the most-followed Iranian brands on Instagram, with 2.7 million, 2.1 million, and 1.7 million followers, respectively.
A notable finding in the report was the high engagement rate of Shahr Bank, which, despite having around 500,000 followers, achieved an 8% engagement rate—the highest among Iranian brands. Following Shahr Bank, food brand Tabiat secured second place with a 5% engagement rate and 500,000 followers. Saman Bank ranked third with a 3% engagement rate and nearly 1 million followers, reflecting relatively strong audience interaction.
Engagement rate measures the percentage of followers who interact with a brand’s content through likes, comments, shares, or saves. For example, an account with 1 million followers averaging 50,000 reactions per post (combined likes and comments) would have a 5% engagement rate.
Despite their massive followings, some top brands like DigiKala, Ofoq Kourosh, and Filimo recorded lower engagement rates than competitors.
The report also highlighted that the total unique followers of Iran’s top 100 Instagram brands reached 40 million—equivalent to Canada’s entire population. This comes as Instagram remains officially banned in Iran, with authorities taking a stricter stance on unblocking it compared to other social media platforms.
