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Introduction

Facebook is constantly evolving its platform and drawing more apps underits umbrella. In recent days, Facebook has changed the way it counts PageLikes, modified the frequency with which it serves users certain contenttypes, and made Facebook video a dominant content type.

That's just in the first few months of 2015, which Facebook closed strongwith $3.54 billion in revenue, a user count of 1.44 billion monthly (up 3.6 %.quarter-over-quarter), and 936 million daily users (up 17 % year-over-year).Facebook revenue also jumped by 42 % year-over-year.

In this industry report, we'll walk you through the impact of Facebook's.changes and break down trends and activities of the Interbrand 100.vertical by vertical, in hopes that you'll be able to make more informed.decisions on Facebook for your brand moving forward.

Methodology

This study looks at the Facebook activity of the Interbrand 2014 Best 100.Global Brands.

At the end of each year, Interbrand ranks the top 100 global brands based.on several factors, including market, brand, competitor, and financial data.The Interbrand 100 is an industry standard, and a standard for our Simply.Measured network studies. We analyze this list because these companies.are the best in the world at building and maintaining a brand, which is a.prerequisite to a successful social media strategy.


Statistics cited in this study are based on data from 1/1/15 - 3/31/15.All data was analyzed using Simply Measured's industry-leading social.media analytics and reporting platform.

This study incorporates both paid and organic content. Since advertising.data on Facebook is private, posts are not distinguishable as paid or.organic without access to Insights data for each page. This info is.available to page admins only.

Facebook Fan and Post Count Decrease.While Engagement Remains Stable.Facebook updated Page Like counts to ensure that data is consistent.and up-to-date, which had a minor effect on fan count. The number of.brand posts dropped moderately between Q4 2014 and Q1 2015, but.engagement remained stable. Year-over-year, the Interbrand 100 have.seen a dramatic increase in engagement.

Likes are still the most dominant engagement type, but shares increased.during Q1 2015 (largely due to photos and videos). This fact, coupled with.the news that the Interbrand 100 posted less but received similar levels of.engagement, tells us that top brands are focusing on quality, not quantity,.and increasing their paid activity. According to Facebook, advertising on.the network has increased by 31 % in 2015.

Key Findings• After Facebook's update to Page Like

counts, the Interbrand 100's.total number of fans is down 3 % from Q4 2014.• Interbrand 100 brands active on Facebook posted 12 % less in Q1.2015 than they did in Q4 2014.• Interbrand 100 brands received a negligible engagement decrease.of 0.11 % between Q4 2014 and Q1 2015, effectively remaining stable.in engagement.• Engagement for the Interbrand 100 has risen by 43.5 % year-over-year.• The Interbrand 100 received 28 % more shares in Q1 2015 than in the.previous quarter.

Facebook engagement has remained stable quarter-over-quarter, while the number of brand.posts has gone slightly down. Facebook engagement has grown by 43.5 % year-over-year, while the number of brand posts has gone slightly down.

TakeawayBrands don't need to post more to increase engagement-- they just need.to post more strategically and be smart about which content they promote.


with ad dollars. Expect to see a minor drop in fan count as inactive or.spammy fans are weeded out. Facebook photos and videos received the.greatest share growth and greatest engagement generally, indicating that.Facebook users interact with these posts most often and most deeply.

Media Vertical Smashes Engagement and Business Services Sees Fan Growth

The media vertical (Discovery, Disney, MTV, and Thomson-Reuters).saw the greatest engagement during Q1 2015. Most verticals saw a.minor dip in fan growth, but business services (Accenture, IBM, Xerox).and restaurants (KFC, McDonalds, Pizza Hut, and Starbucks) saw minor.growth, indicating that these are industries to watch for Facebook fan.growth in the year to come.

Key Findings.• The media vertical posted most often (3,667 in total over the quarter).and received the most total engagement (49,783,273). This vertical.experienced a 15 % positive change in engagement per post over.the quarter.• Automotive brands (Audi, BMW, Chevrolet, Ford, Harley-Davidson,.Honda, Hyundai, Kia, Land Rover, Mercedes-Benz, Nissan, Porsche,.Toyota, and Volkswagen) received 37 % more engagement in Q1 2015.than in the previous quarter, including 37 % more comments, 30 %.more Likes, and 151 % more shares.• Sporting goods brands Adidas and Nike received 247 % more. engagement and 451 % more engagement per post in Q1 2015.than in Q4 2014.• The business services and restaurants verticals

received under 1 %. fan growth-- putting them in the upper echelon for fan growth when. compared to other verticals during Q1 2015.

The media vertical has the most engagement, while business services has the least.The business services vertical saw the most fan growth, while media saw the greatest fan.decline. Both increases and decreases in fanbase over the quarter were pretty minor.

TakeawayAmong the Interbrand 100, media brands posted the most and received.the most engagement. Sporting goods superstars


Adidas and Nike saw.incredible engagement increases during Q1 2015, as did the automotive.vertical. Fan growth has been negligible in 2015 so far, but the business.services and restaurants verticals have done the best job in this category.

Retail and Automotive Respond Most, Electronics.and Media Respond Fastest

The retail vertical (Amazon, eBay, and Ikea) and automotive vertical (Audi,.BMW, Chevrolet, Ford, Harley-Davidson, Honda, Hyundai, Kia, Land Rover,.Mercedes-Benz, Nissan, Porsche, Toyota, and Volkswagen) sent the most.responses to fans during Q1 2015.

Electronics (Canon, Nintendo, Panasonic, Philips, and Sony) and media.(Discovery, Disney, MTV, and Thomson-Reuters) responded the most.quickly, indicating that these are industries that particularly value engaging.in dialogue with their fans.

Key Findings• The retail vertical responded most often (2,467

times), while the.sporting goods vertical responded least often, only once.• Electronics brands had the shortest average

response time, at four.hours, while beverage brands had the longest average response time,.at 70 hours.

TakeawayThe retail and automotive verticals sent the most responses to fans during.Q1 2015. The electronics and media verticals responded the most quickly.

FACEBOOK CONTENT:

Links and Photos Drive Most Engagement, Photo.and Video Sharing Increases

Links and photos are the most successful content types for the Interbrand.100 when it comes to driving engagement on Facebook, but Facebook.


videos are an incredibly promising and viral-tending content type: shares.of Facebook videos increased by 43 % in just one quarter.

Key Findings• Engagement on videos went up 8 % during Q1 2015, with the bulk of.that increase coming from a 43 % increase in shares.• Videos were the only content type that the Interbrand 100 increased.use of, with a 2 % change from the previous quarter.• Engagement on photos increased by 6 %, with the bulk of that increase.coming from a 53 % increase in shares.• Engagement on status updates went down a whopping 72 %, which is.largely due to brands posting fewer status updates-- 40 % less than the.previous quarter.

TakeawayLinks and photos dominate when it comes to overall engagement, but.video and photos are the post types to keep an eye on if you want your.content to spread more widely on Facebook. Top brands are investing less.in status updates and yielding less engagement from this type of post.


About Our AgencyMatchPLUS eMarketing Group would love to help you increase your online traffic and customers. We specialize in getting your business noticed by your ideal audience…Our goal is to provide you with a stellar products & services in a prompt and timely manner. We love to over-deliver!Digital Marketing, or eMarketing, can provide YOU with an unsurpassed marketing advantage. eMarketing includes both direct response marketing and indirect marketing elements using a range of technologies to help connect YOUR business to YOUR customers.eMarketing includes Web, Social Media, Video, and Local SEO Marketing. The combination of all these factors results in an improved ROI and ultimately, more customers, happier customers, and an improved bottom line for your business.MatchPLUS eMarketing Group will provide a uniquely researched eMarketing campaign tailored to fit ANY budget. Let us help to place you DIRECTLY in the path of those who are searching the web for exactly what you have to offer! We put your message DIRECTLY in front of the people who need your specific products and services.We also specialize in helping you market your video-commercials as well. This includes getting your videos noticed on YouTube, Google, Facebook, and more.

Give us a call, send us an email, or visit our website today! We look forward to working with you.

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