social media benchmark and content trends for the snack food industry
TRANSCRIPT
Report Period: October 1 - October 31, 2015
Report: Social Media Benchmark & Content Trends for the Snack Food Industry
A benchmark and content analysis of what snack brands are doing on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Oreo, Starburst, Skittles, Reese’s, Snickers, Butterfinger, and Twix.
Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the
top snack food brands in the US. We’ll analyze 7 category leaders: Oreo, Skittles, Starburst, Reese’s,
Snickers, Butterfinger, and Twix
Highlights
❖ The largest network account among all these brands is Oreo’s Facebook account: 41.3 million
fans.
❖ Instagram accounts on average gained over 26% in fan growth, industry-wide.
❖ Between Facebook, Twitter, and Instagram, Instagram generates the most engagement,
despite averaging the lowest fan count. Compared with .07% average growth rate for
Facebook.
❖ Halloween is the central topic for this month's posts, a logical result for candy brands in
October.
Report Period: October 2015
How fans are distributed across the social networks
Facebook is the dominant social network for all brands.To compare all networks, check out the Average row, noting that the average is calculated for only the rows with accounts for that network.Given how the average is calculated, it favors networks with only a few large brands active. Yet still, Facebook has over 97% of the averaged network audience.
How fan growth is distributed across the social networks
Instagram is still the standout network in terms of industry-wide growth rate. Growth rates on this page can be compared with the fan count chart on the previous slide. It’s rare to have a brand rank high in both fan count and growth rate in the same network. However, Oreo is doing this on Facebook, Instagram, and Google+.
How fans are engaging across the social networks
Oreo and Snickers are close in engagement for this time period, with Oreo just edging out Snickers. The difference for Oreo is clearly their Instagram account, which is generating a significant increase in the overall engagement performance of their social media program.
Top data points on Facebook
It’s notable that this industry seems to be consistently promoting their posts on Facebook (with the exception of Reese's), as indicated by their considerably higher total Engagement vs 24h Engagement (more on that analysis here).Interestingly, Snickers had fewer public posts than Oreo, but generated more engagement. Most of that difference was likely generated through paid promotion.
Top terms on Facebook
Halloween is the high holiday for the candy industry, so its not a shock to see it as a leading topic and hashtags, both in terms of engagement level (color) and volume (size). Other campaign themes in this industry are represented by hashtags.
Top Posts on Facebook
Here again we see the impact of Halloween as 4 of the 5 most engaging posts are about the holiday. Keep in mind though, these posts are likely heavily promoted, as seen in the % figure in the upper right of each post chart. That % is an estimate of the % of a posts engagement that was generated by post promotion.
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