To be considered a top Instagram brand, it’s not JUST about raw follower numbers.
Of course that helps.
But let’s face it: NIKE could suck at Instagram marketing (they don’t, by the way) and they would still have about 20 million followers because of their brand recognition.
As it is, they have over 70 million followers because they’re very good at what they do.
But it’s often pretty hard for a startup or small ecommerce business trying to make a name for itself to really identify with leading brands with monstrous followings.
If you’re a new business startup in the food industry, it’s more likely that you’ll identify with King Arthur Flour than Taco Bell, for instance.
There is a tendency to think that unlimited marketing budgets are the reason for the success.