We didn't expect this at all.

While Instagram is becoming more and more popular, you'd be surprised to know that the most popular British brand that uses is Burberry. Now, don't get us wrong, it has been around for centuries, and we wouldn't say no to a Burberry trench coat, but it's just not the first designer that springs to mind. But anyway, Burberry has more than 10.4 million followers and uses the likes of campaign imagery, product shots, red-carpet pics, and celeb photos to fill its feed.

A post shared by Burberry (@burberry) on Nov 23, 2017 at 6:54am PST

In second place was Topshop, with 9.2m, followed by Jimmy Choo with 7.3m; Asos with 6.6m; Alexander McQueen with 5.3m; and Stella McCartney with 4.5m. However, it has a long way to go if it wants to catch up with American brands as Nike has 75.2m followers and Victoria's Secret has 57.7m. CEO of Iconosquare, Romain Ouzeau, who conducted the report said: “Burberry should be especially pleased with their efforts as they have topped our British brands on Instagram study for the second year running and boosted their follower count by over 2 million over 12 months.

A post shared by Burberry (@burberry) on Nov 15, 2017 at 9:55am PST

“A strong social media presence is an essential component of any successful marketing strategy. "The top ten most popular British brands on Instagram have all been able to successfully promote aspirational lifestyles to a wide audience of people and will reap rewards this holiday season.”