Strategic communications and global public relations firm Burson-Marstellar’s second annual World Leaders on Facebook study revealed that Indian Prime Minister Narendra Modi is the most followed world leader.
The study, revealed Feb. 21, said that Modi has 40 million followers on his personal page. A distant second, with 20 million followers on his personal page, is U.S. President Donald Trump, the study said.
With 13 million followers and coming in third place on the list, according to data collected as of Feb. 1, was the institutional page of the Indian premier, PMO India.
Queen Rania of Jordan and Turkish President Recep Tayyup Erdogan rounded out the top five with 10 million and 8 million followers, respectively.
Not only did Modi top the followers list, he also had the most interactions – likes, comments and shares – of any world leader on Facebook in 2016.
The prime minister’s 169 million interactions was more than 100 million in front of second place, Cambodia Prime Minister Samdech Hun Sen, who had 58 million.
The now archived @ObamaWhiteHouse page finished third with 36 million interactions, followed by Argentina President Mauricio Macri, who had just shy of 36 million interactions. Former President Barack Obama’s personal page rounds out the top five with 30 million interactions.
In addition to world leaders, the study analyzes the activity of 590 Facebook pages of heads of state and government, as well as foreign ministers, throughout 2016 using aggregate data from Facebook's Crowdtangle tool, according to a Burson-Marstellar news release.
About 90 percent of all national governments have an official Facebook presence, Burson-Marstellar said.
In addition, 87 heads of state, 70 heads of government and 55 foreign ministers maintain personal pages on the platform, according to the study.
Based on the data collected in February 2017, the World Leaders on Facebook study found that 169 of the 193 U.N. member states maintain an official Facebook page, which has not changed since 2015, it said.
As of Feb. 1, 2017, all of the world leaders combined had a total of 311,093,076 followers. In 2016, they published a total of 398,982 posts, prompting 772,441,676 interactions, it said.
The findings revealed that, while more than half of the posts have photos, posts with videos attracted by far the most interactions: 4,847 on average, compared to 2,935 for photo posts. The 47,739 Facebook videos posted on world leaders' pages in 2016 have been viewed 2.5 billion times, the study revealed.