38.0M
Followers
173
Following
508
Posts
0.04%
Engagement Rate
Account Overview
Profile summary and post performance
This account ranks 166 out of 1,606 tracked creators and holds 52.0 times the follower count of the median creator. This scale places it among the largest entities we monitor. The verified profile operates in the product or service category with 508 total posts to establish its presence as a mega tier account. While the follower base is enormous, the engagement rate of 0.04% falls well below the 0.93% median. This indicates that while the audience size is vast, the active interaction per post is low compared to average accounts. The following report provides a detailed breakdown of audience demographics and peak engagement periods.
Account Info
| Account Size | Mega |
| Followers | 37,977,920 |
| Following | 173 |
| Posts | 508 |
| Verified | Yes |
| Business Account | Yes |
| Category | PRODUCT_SERVICE |
Post Performance
| Posts Analyzed | 12 |
| Avg Likes per Post | 14,062 |
| Avg Comments per Post | 405 |
| Videos | 5 |
| Photos | 7 |
| Engagement Rate | 0.04% |
Follower Growth Over Time
How @hm's Instagram follower count has changed across IGDataHub's tracked snapshots. Hover any point for the exact value on that day.
-107431
Net Change
-0.3%
% Change
-1535
Avg / Day
70
Days Tracked
16
Data Points
Tracked between May 7, 2026 (38,100,000 followers) and Jul 17, 2026 (37,992,569 followers).
The account stayed nearly flat from 38.1M to 38.0M followers over 50 days. The count remained stable with a 0.3% change.
What the trajectory means
The account maintained a flat trajectory with a change of -0.3% over the tracking period. This stability identifies @hm as a known quantity rather than a rising or falling risk. The steady daily pace allows for predictable campaign planning without concerns regarding sudden audience volatility.
Engagement Analysis
Based on 12 recent posts
Platform Context
@hm ranks 756 out of 777 for engagement because its rate sits well below the tracked median. This low performance means the account fails to generate interaction relative to its size compared to other creators. The gap between its rate and the average indicates a struggle to capture audience attention.
The engagement rate of 0.04% falls well below the 0.93% median and ranks 756 out of 777, proving this audience reacts much less than typical users. While the account generates consistent volume with over 14,000 likes per post, these interactions remain passive rather than conversational. The data reveals a clear preference for video content as the format this audience rewards, which earns nearly 10% more likes than static photos. Reliability of reach is low because only 16.7% of posts doubled the average engagement and only 8.3% reached five times that mark. This indicates that while high production values exist, they rarely trigger organic spikes or wide-scale distribution beyond the core follower base. The lack of comment volume relative to like counts suggests a passive relationship with the brand. This is a tap-and-scroll audience.
14.1K
Avg Likes/Post
405
Avg Comments/Post
168.7K
Total Likes
4.9K
Total Comments
Engagement Rate
Compared to Mega tier benchmarks
0.04%
(Likes + Comments) / Followers per post
Video vs Photo Engagement
14.8K
Avg Likes on Videos (5)
13.5K
Avg Likes on Photos (7)
Per-Post Engagement Trend
Engagement (likes + comments) for each of @hm's tracked recent posts, in upload order. Hover any point for the exact value.
Each data point is one post. Spikes indicate viral hits; flat stretches indicate steady content with consistent reach.
Best-Performing Post, Decomposed
What @hm's single biggest post had going for it — the patterns worth replicating.
73,053 likes · 2,098 comments
5.2× @hm's average post · 17.3× the median post.
"About last night. @anitta wore a custom H&M Studio look as she took the global stage in LA. Designed to be unmistakably Anitta, the all-monochrome silhouette pairs an airy hooded cape with a sport-influenced top and chaps, finished with rhinestone chains."
257 characters
Photo
Format
Saturday
Day Posted
7:00 UTC
Hour Posted
Content Analysis
Hashtags, keywords, captions, and top posts
The standout post achieved over seventeen times the median engagement of this account with 73.1K likes and 2.1K comments. This high like to comment ratio suggests a broad audience that consumes the visual content without requiring deep conversation. Long captions exceeding 100 characters perform ten times better than short snippets under 40 characters. Write detailed copy to capture interest rather than relying on brief tags. The account maintains a consistent presence with four posts every week. This steady cadence builds familiarity for a large audience where average engagement remains modest relative to the total follower count. Focus on high volume and descriptive storytelling to maintain reach. This account has 38 million followers.
Top Keywords
Caption Analysis
| Avg Caption Length | 66 chars |
| Posting Frequency | 4.2 posts/week |
Content Mix
5
Videos / Reels
7
Photos
Top Performing Posts
About last night. @anitta wore a custom H&M Studio look as she took the global stage in LA. Designed to be unmistakab…
An exclusive look into the process of bringing @anitta H&M Studio look to life.
Ode to monochrome. @hildasandstrom for Worn by, a format where selected talent style key H&M pieces their way.
Top Posts
Highest-liked recent posts from @hm
| # | Caption | Likes | Comments | Link |
|---|---|---|---|---|
| 1 |
About last night. @anitta wore a custom H&M Studio look as she took the global …
|
73.1K | 2.1K | view |
| 2 |
An exclusive look into the process of bringing @anitta H&M Studio look to life.
|
59.1K | 1.8K | view |
| 3 |
The art of seasonal behavior.
|
8.4K | 184 | view |
| 4 |
Ode to monochrome.
@hildasandstrom for Worn by, a format where selected talent…
|
4.7K | 107 | view |
| 5 |
On swim: high-impact layers beyond the dip.
|
4.4K | 56 | view |
| 6 |
Summer notes: pool-to-night dressing.
|
4.2K | 126 | view |
| 7 |
3x looks for the summer wishlist.
|
3.6K | 127 | view |
| 8 |
Select your off-duty self.
|
3.0K | 53 | view |
| 9 |
Next in line: summer.
|
2.5K | 102 | view |
Posting Patterns & Optimal Timing
When @hm posts on Instagram
The account follows a steady grind because it posts over four times weekly while the median creator only manages one. This high volume places the profile at rank 166 out of 1606 in follower ranking for frequency. The consistency score of 21 reflects an erratic cadence rather than a predictable cycle. While there is a streak of four days, the low score indicates frequent gaps and irregular bursts. New content lands primarily on Saturday and Monday. The busiest hour for new uploads occurs at 09:00 UTC. Marketers should expect fresh content frequently but cannot rely on a clockwork schedule to time specific activations. Because the volume is high despite the inconsistent spacing, you can plan for multiple touchpoints in a short window. However, the lack of regularity means you must monitor the feed closely rather than predicting exactly when a post will land. The heavy output makes this account an active hub for content. You can build campaigns around high-volume visibility even if the specific dates vary.
4.2
Posts / week
43.7h
Avg gap between posts
Saturday, Monday, Tuesday
Peak posting days
9:00, 8:00, 11:00 UTC
Peak posting hours
Posting Activity by Hour (UTC)
How often @hm publishes at each hour of the day, across 12 timestamped posts. Bar height = number of posts. Hover any bar for the exact count.
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
Hour of day (UTC) — 0 is midnight, 12 is noon
The account posts about 4.2 times per week with the best performance on Saturday and Monday. The busiest hour for engagement is 09:00 UTC.
Most Common Words
Frequent caption words across @hm's recent posts (excludes stopwords)
Best Day of the Week to Post
@hm's engagement broken down by day of the week
| Day | Posts | Avg Engagement | Total Engagement |
|---|---|---|---|
| Monday | 2 | 3,720 | 7,440 |
| Tuesday | 2 | 5,574 | 11,148 |
| Wednesday | 1 | 2,575 | 2,575 |
| Thursday | 2 | 4,099 | 8,198 |
| Friday | 1 | 2,208 | 2,208 |
| Saturday | 3 | 45,727 | 137,182 |
| Sunday | 1 | 4,849 | 4,849 |
Posting Consistency & Streaks
How steadily @hm maintains output
4
Longest streak (days)
21/100
Consistency score
Inverse of posting-gap variance
54.9%
Active days
Posted at least once
43.7h
Avg gap
Between posts
Caption Length & Performance
How @hm's caption length correlates with engagement
100.0%
Posts with Caption
66
Avg Caption Chars
43
Median Chars
257
Longest Caption
| Caption Length | Posts | Avg Engagement |
|---|---|---|
| Short (<40 chars) | 6 | 3.9K |
| Medium (40-100) | 4 | 17.5K |
| Long (100+) | 2 | 40.0K |
The audience rewards long captions of 100 or more characters with 40.0K average engagement. Short captions under 40 characters perform the worst at 3.9K.
Who This Audience Is
What @hm's reach and engagement mean for a brand.
The audience size is large compared to the typical creator profile. This account operates at a scale that dwarfs standard influencer metrics by over fifty times the median. The verified status and product service categorization confirm its role as a primary corporate entity rather than an individual content creator. Engagement rates fall far below the median, which indicates that brand messages land much softer than they would on smaller accounts. This discrepancy is typical for high-volume corporate profiles where reach is prioritized over active interaction. The audience size suggests a broad, general consumer base rather than a niche community. Because of the low engagement relative to the follower count, the content functions as a top-of-funnel awareness vehicle. This audience fits the apparel and retail category.
Compare & Discover Similar Creators
Stack @hm against any other Instagram creator we track, or jump to similar accounts.
Compare @hm to another creator
Get a side-by-side stats breakdown.
Creators in the same tier as @hm
Estimated Earnings
Revenue estimates based on follower count and engagement
@hm commands a high premium due to their top 10 percent ranking among peers. The sponsored post band sits between $189.9K and $455.7K. This wide range reflects the large scale of the audience rather than varied pricing. However, the engagement rate of 0.04% falls well below the 0.93% median. Such low interaction suggests that while reach is high, the cost per engagement is expensive. Brands paying at the top of the band pay for sheer volume over active community involvement. These are modelled estimates from public metrics, not disclosed earnings.
Sponsorship Value (Est. Per Post)
Based on 38.0M followers (Mega)
$189,890 – $455,735
Industry rate for mega Instagram creators
Key Insights & Takeaways
Key Takeaways
Strengths
- + Verified account with 38.0M followers
- + Active cadence of about 4.2 posts a week
- + Above the 10K threshold where sponsorship deals become viable
Opportunities
- ~ 0.04% engagement rate trails the 0.93% median, the clearest area to improve
- ~ Only 16.7% of recent posts clear 2x the account average, a low hit-rate
- ~ Low consistency score (21/100), posting rhythm is erratic
Summary
This analysis of @hm reveals a mega Instagram presence with 37,977,920 followers. The account demonstrates an engagement rate of 0.04%, averaging 14.1K likes per post across 12 analyzed posts. The account holds verified status.
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Start SearchingFrequently Asked Questions About @hm
How many followers does @hm have on Instagram?
@hm has 37,977,920 followers on Instagram, placing them in the mega creator tier.
What is @hm's Instagram engagement rate?
@hm has an engagement rate of 0.04% based on 12 recent posts, averaging 14.1K likes per post.
How much does @hm earn on Instagram?
Based on industry benchmarks, @hm's estimated sponsorship value is $189,890 - $455,735 per post. Actual earnings vary by niche, audience demographics, and individual brand negotiations.
How many posts has @hm published on Instagram?
@hm has published 508 posts on Instagram.
What is @hm's most-liked recent post?
Of the 12 recent posts analyzed, the top post received 73,053 likes and 2,098 comments.
How often does @hm post on Instagram?
@hm posts approximately 4.2 times per week, with an average gap of 43.7 hours between posts. Peak posting days are Saturday, Monday, Tuesday.
How does @hm compare to other Instagram creators?
@hm sits in the Mega creator tier alongside accounts like @raffinagita1717, @thv, @karimbenzema.
Is @hm verified on Instagram?
Yes, @hm is a verified Instagram account.
About This Analysis: This analysis is based on a snapshot of @hm's Instagram profile and 12 recent posts.
Data collected and analyzed by IGDataHub | Analysis date: Jun 19, 2026