Leading banking brands on Instagram based on user engagement in Italy Q4 2019

From October to December 2019, Credem was by far the most active banking brand on Instagram in terms of user engagement. More specifically, the ranking displayed refers to the posts edited in Italian language and was calculated by Blogmeter as the sum of likes and comments that mention the brands on the social network. According to the data provided, Credem ranked first with 246,874 likes and comments. Following in the ranking came Banca Nazionale del Lavoro and Intesa Sanpaolo with 135,324 and 39,281, respectively. During the same period, Credem was also the second most active in terms of number of posts on Instagram, which might also explain the higher number of interactions and engagement on the social network.  

 Leading banks in Italy 

    The most active banks on Instagram do not coincide with the leading banks in the country, except for Intesa Sanpaolo. Established in 2007 through the merger between Banca Intesa and Gruppo Sanpaolo IMI, Intesa Sanpaolo has since become the largest bank in Italy. In terms of brand value, Intesa Sanpaolo is way ahead of UniCredit, its main competitor in the country. The two banking groups are also the most present in the country, Intesa Sanpaolo boasting around 3.3 thousand branches, and UniCredit counting over 2.6 thousand physical branches all over the peninsula.  

 Among the leading banks in Europe 

    Due to their prominent position in the Italian market, Intesa Sanpaolo and UniCredit are also among the largest banks in Europe. UniCredit even appeared on a ranking of the European banks with the highest revenues. However, when looking at market capitalization, Intesa Sanpaolo was ahead of UniCredit.