Instagram Analysis of Chelsea Flower Show 2021

We've analysed every single one of the thousands of photos that were uploaded to Instagram at Chelsea Flower Show 2021. Read on for our Top 5 observations from Chelsea Flower Show 2021 ranging from the Top 3 Most Instagrammed Flowers at the show, to why we think Pumpkins Out-Performed Chelsea Pensioners:

1. Plants are everywhere

Unsurprisingly, plants feature heavily in the Chelsea Flower Show Instagram feed- appearing in almost 78% of all Instagram photos uploaded from the show. That’s not surprising given that they’re detectable in the background of most shots.

In a large proportion of the images tagged as plants they weren’t the primary focus of the shot – but they’re undeniably the canvas that set the scene for the entire show.

2. People, not flowers, were the real draw of Chelsea Flower Show

Perhaps more interestingly (for a flower show) although 45.2% of images featured flowers there were 50.1% which contained people. The later-than-usual show was poorly timed for spectacular summer blooms, but the more important conclusion is that people were the real draw of Chelsea Flower Show this year. In this post-pandemic world the opportunity to socialise in a familiar setting was one of the most shareable moments.

3. Pumpkins out-performed Chelsea Pensioners

There were more than twice as many Instagram pics of pumpkins than there were of Chelsea Pensioners – but for all their prominence at the show the seasonal squashes still only appeared in 1.7% of the collective highlights.

Pumpkins and squashes featured prominently for perhaps the first time this year to highlight the autumnal feel of the show, whereas Chelsea Pensioners in their distinctive scarlet uniforms and tricorn hats have been in attendance since the show began.

We like to think that the Chelsea Pensioners featured in less shots simply because they’re far more sprightly on their feet than the humble squash.

4. The top 3 most Instagrammed flowers were: Geraniums, Dahlias and Daisies

Geraniums featured in 11.9% of all Instagram shots, Dahlia’s found their way into 6%, and Daisies popped up in 3.8% of all of the Chelsea Flower Show Instagram posts.

The remarkably long flowering season of geraniums is no doubt at least partly to thank for this statistic.

5. Garden Furniture and seating still featured prominently

September is not the best time for selling Garden Furniture – with most purchases taking place in April and May in preparation for the summer months - but despite this more than 28% of Instagram photos featured furniture or garden seating of some description. Arbours were the most popular, but we spotted plenty of garden benches, pergolas and even swinging day beds in the thousands of images we analysed.

Top 100 Items appearing in Chelsea Flower Show 2021 Instagram Photos 


Occurences
Percentage  Label
2906 78.39223091 Plant
1820 49.09630429 Outdoors
1678 45.26571351 Blossom
1678 45.26571351 Flower
1642 44.29457783 Human
1642 44.29457783 Person
1167 31.48098193 Garden
1136 30.64472619 Pottery
1124 30.3210143 Jar
1118 30.15915835 Vase
999 26.94901538 Potted Plant
995 26.84111141 Apparel
995 26.84111141 Clothing
759 20.47477745 Arbour
734 19.80037766 Flower Arrangement
730 19.6924737 Nature
720 19.42271378 Tree
646 17.42649042 Planter
616 16.61721068 Vegetation
536 14.45913137 Flower Bouquet
515 13.89263555 Herbs
441 11.89641219 Geranium
376 10.14297275 Female
374 10.08902077 Building
358 9.65740491 Art
342 9.225789048 Grass
318 8.578365255 Patio
307 8.28162935 Yard
303 8.173725384 Flagstone
300 8.09279741 Animal
292 7.876989479 Furniture
271 7.310493661 Food
266 7.175613704 Sleeve
252 6.797949825 Accessory
252 6.797949825 Accessories
248 6.690045859 Porch
245 6.609117885 Crowd
242 6.528189911 Wood
239 6.447261937 Footwear
228 6.150526032 Face
222 5.988670084 Shoe
221 5.961694092 Dahlia
218 5.880766118 Water
214 5.772862153 People
211 5.691934179 Pants
206 5.557054222 Herbal
206 5.557054222 Coat
203 5.476126248 Woman
190 5.12543836 Bush
183 4.93660642 Land
176 4.747774481 Petal
171 4.612894524 Girl
162 4.370110602 Fashion
161 4.34313461 Overcoat
160 4.316158619 Long Sleeve
152 4.100350688 Photo
152 4.100350688 Photography
148 3.992446722 Architecture
148 3.992446722 Ornament
144 3.884542757 Sunglasses
143 3.857566766 Transportation
141 3.803614783 Robe
140 3.776638791 Daisies
140 3.776638791 Daisy
140 3.776638791 Gown
138 3.722686809 Vehicle
134 3.614782843 Housing
131 3.533854869 Produce
130 3.506878878 Mammal
126 3.398974912 Portrait
123 3.318046938 Evening Dress
123 3.318046938 Text
119 3.210142973 Ikebana
116 3.129214999 Path
115 3.102239007 Leaf
113 3.048287025 Vegetable
110 2.96735905 Bird
108 2.913407068 Indoors
103 2.778527111 Countryside
103 2.778527111 Table
102 2.75155112 Advertisement
102 2.75155112 Pot
102 2.75155112 Shop
101 2.724575128 Suit
101 2.724575128 Pattern
98 2.643647154 Urban
97 2.616671163 Pergola
96 2.589695171 Graphics
95 2.56271918 Home Decor
93 2.508767197 Slate
89 2.400863232 Road
89 2.400863232 Hat
88 2.37388724 Rug
87 2.346911249 Market
85 2.292959266 Poster
85 2.292959266 Wildlife
85 2.292959266 Floral Design
84 2.265983275 Dress
84 2.265983275 Gardening

Sources and attribution

Sharing: Please feel free to share this blog and data and re-purpose as you feel fit, however if using our data we kindly request that you link back to this original page (https://www.sittingspiritually.co.uk/blog/article/instagram-analysis-of-chelsea-flower-show-2021)

Method: We used cutting-edge technology developed by computer vision scientists to analyze every single Instagram photo uploaded at Chelsea Flower Show 2021.

If you'd like to download and draw your own conclusions from our data analysis you can use these two excel sheets:

Source A: Count of labels against occurrences for Instagram photos at the Chelsea Flower Show location between September 21st and September 26th 2021 (pre-filtered based on confidence score).

Source B: Instagram images with labels pre-filtered based on confidence score

Posted on October 11th 2021


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