social media benchmark and content trends for the soft drink industry
TRANSCRIPT
Report Period: September 1 - September 30, 2015
Report: Social Media Benchmark & Content Trends for the Soft Drink IndustryA benchmark and content analysis of what soft drink brands are doing on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Coca-Cola, Pepsi, Dr. Pepper, Sprite, Fanta and Mountain Dew.
Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top soft drink brands in the US. We’ll analyze 6 category leaders: Coca-Cola, Fanta, Pepsi, Mountain Dew, Dr. Pepper and Sprite.
Highlights❖ The largest network account among all these brands is Dr. Pepper’s Facebook account: 14.9
million fans.❖ Instagram accounts on average gained over 8% in fan growth, industry-wide.❖ Between Facebook, Twitter, YouTube and Instagram, Twitter generates the least engagement,
despite averaging the second highest fan count.
Report Period: September 2015
How fans are distributed across the social networksFacebook is the dominant social network for all brands.
The only network to come close to Facebook’s position is the Pepsi Twitter account, with their Twitter account being 45% of the Facebook account in terms of fans/followers.
How fan growth is distributed across the social networksInstagram 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, like Coca-Cola has with YouTube.
How fans are engaging across the social networksCoca-Cola is clearly dominating engagement for this time period.
Most interesting is that they’re getting more engagements on their Instagram account than their Facebook.
Top data points on FacebookIt’s notable that this industry seems to be consistently promoting their posts on Facebook, as indicated by their considerably higher total Engagement vs 24h Engagement (more on that analysis here).
The overall low monthly posting volume for most brands indicates they must be using targeting frequently, which hides posts from being publicly viewable.
Top terms on FacebookThe top terms chart usually contains interesting views of the most used or engaging posting topics. One notable brand term is ‘dewshine’.
“DEWSHINE” Campaign AnalysisMtn Dew’s introduction of a new product, still getting a significant share of the monthly posting volume well after it’s March 2015 launch.
“DEWSHINE” Top Campaign PostsCampaign features a brand film along with assorted campaign prizes.
Top Posts on FacebookThe top five brand posts were all photos. Coca-Cola has 3 of the top 5, with minimal promotion for the most engaging post the month of September.
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