Houseplants offer any number of benefits ranging from cleaner air to aesthetic appeal. Indoor plants brighten up a space and bring the natural world indoors, something that seems especially important during the 2020 COVID lockdowns. They make excellent gifts and enhance every photo opportunity within the home, whether it be a pre-prom photo or a snapshot of dinner. Love of houseplants seems to be universal, but Budget Direct Home Insurance wanted to know specifically what areas of the world took the biggest interest in plant adoption and which plants people had the most passion for.
To figure this out, Budget Direct analyzed the most commonly used hashtags on Instagram to locate the top 10 plant-loving countries and which plants they are capturing for their feeds. After filtering the results of 200,000 Instagram posts and cleaning up the data by removing outliers and professional plant peddlers such as florists, Budget Direct put all its findings into an easy to comprehend map.
Results from the most common hashtag, #urbanjungle, show the United States as the top indoor plant hugging group with 7,592 posts. Brazil came in second, with half that number at 3,577. Europe is another plant-loving culture, with Germany posting 3,417 times and the U.K. showing a proud 2,323 posts. France followed at 1,673 posts, the Netherlands with 1,610, and Poland with 1,591 posts about appreciating indoor greenery. Rounding out the top 10 list was Italy with 1,405, pushing Europe’s total posts to over 17,000, then India with 1,327 and Canada with 1,288.
The study breaks this information down further, looking at cities with the highest number of Instagram posts regarding indoor plants. NYC, London and Berlin, in that order, took the top three spots, followed by São Paulo, Paris, Los Angeles, Warsaw, Singapore, Amsterdam and Toronto. Representing an expansive geography, these posts make clear that houseplants are an essential part of interior design across various cultures.
While most people are familiar with product influencers on social media, you may not know about houseplant influencers. It makes sense when you think about it. You’re scrolling through Instagram, you like plants and you follow people who are knowledgeable, friendly and helpful so you can successfully grow and enjoy your indoor plants. By studying an assortment of popular hashtags such as #houseplants, #houseplantsofinstagram, #houseplantsmakemehappy and, of course, #urbanjungle, the researchers at Budget Direct Home Insurance created a top 10 list of houseplant influencers. In the results, the company stated, “According to our study, if you want to become an #urbanjungle influencer, you need a blend of houseplant knowledge, interior design flair, and friendliness.”
If you’re looking for some inspiration or advice, here are a few of the houseplant influencers that made Budget Direct’s top 10 list. Coming in at number one is Canada-based Darryl Cheng (@houseplantjournal), author of “The New Plant Parent.” Following Cheng were U.S.-based creators The Potted Jungle (@thepottedjungle) and Hilton Carter (@hiltoncarter). Carter not only shares plant wisdom on Instagram, but also via weekly tips as the “Plant Doctor” for Apartment Therapy, plant propagating experiences on Airbnb and two books, “Wild Interiors” and “Wild at Home.”
After pinpointing the most passionate Instagram plant owners and locations, the Budget Direct team took their research one step further to identify which plants are the most frequently captured on film. Greenery was identified by hashtags using proper botanical names, rather than common names. The results showed a combination of flowering indoor plants, succulents and foliage plants making up the top 10 most commonly posted varieties.
Echeveria, a widely popular desert succulent, took the prize for the most photographed plant. Its striking blue-green rosette makes it a model for the camera. Plus, it is easy to grow and maintain. With 1,021,534 posts, Echeveria stands out as a clear favorite of plant lovers around the world.
In second place with nearly half as many mentions (517,005) was the flowering crocus. Another easy-to-care-for succulent, Haworthia, settled into third place, likely due to its forgiving demeanor and eye-catching appeal. Indoor Fuschia and daffodils took over the fourth and fifth positions, showing that people love their flowering plants. The Swiss Cheese Plant, though many people may not recognize it by name, earned sixth place and is one of the most common houseplants in the world. The Dragon Wing Begonia, Living Stones, Freesia Flower and Chinese Money Plant round out the top 10 most frequently photographed and posted houseplants in the world.
The results of this study are meant to be an enlightening report of who’s talking and what they’re talking about when it comes to houseplants. Still, Instagram may not be the best exclusive source of information considering it’s still not widely used in many areas. Instead of a comprehensive study, this data reflects overall interior design trends that suggest houseplants have a home anywhere around the world.
Images via Budget Direct Home Insurance