Chanel Got 1.8 Million Instagram Followers Virtually out of Nowhere

After a few posts, the brand has competitors beat

Headshot of Christopher Heine

After only one day of Instagram work, Chanel is already ahead of a good number of its high-end fashion competitors in terms of audience on the social channel.

Chanel posted its first Instagram photos and videos Monday and already has 1.8 million followers. The images-based digital platform doesn't allow users to see exactly when companies or people join it—like Twitter does—but it appears that the brand opened its account some time ago, built up a considerable backing organically and then finally saw fit to post content. An email inquiry to the Paris-based company went unanswered.

As The New York Observer reported, the posts were born from a campaign party Chanel threw Monday for its new TV spot starring supermodel Gisele Bundchen. The brand's first Instagram post was a video (see below) that features a brief snippet of the commercial and garnered nearly 40,000 likes. Chanel's social marketing team then followed up with eight photographs from the soirée that collectively drew 158,000 likes.

To demonstrate how unusual Chanel's auspicious debut is on Instagram, consider the following numbers for competitors that have been active on the social platform since 2013.

  • Dior comes close with 1.78 followers
  • Valentino has 1.72 million followers
  • Versace has 1.3 million followers
  • Armani has 972,000 followers
  • Jean Paul Gautier has 165,000 followers






@Chris_Heine Christopher Heine is a New York-based editor and writer.