Taking a look at the top content themes in the fast food category for the month of August, some interesting campaign themes come up in the Subject Explorer, below. I have this set to show only terms used at least 5 times, which brings some of the more prominent topics and campaign themes to surface.
Jumping off the page is #diablodare, both in terms of its engagement level (dark red) but also its volume (size).
So as with all topics in Subject Explorer, we can click on #diablodare and go straight into the Subject Analyzer, where we get a complete overview of the campaign activity and performance.
In the Posts chart below, you can see a range of metrics for this campaign, starting with 32 posts in a single month across Facebook, Twitter and Instagram. The Engagements chart shows that while Facebook only gets 22% of the posts, that network had the vast majority of the overall engagements.
Also in the Engagements chart, we see there were over 34,000 total engagements generated, with Instagram the overall leading network in terms of Engagements/Fans Ratio, with Facebook and Twitter tied for second.
The Posting By Day chart shows a pretty even distribution of posting throughout the month, versus a sharp build to a specific date, and then a decline, which happens with many event-based campaigns.
Campaign Activity for #diablodare
The Top Related Terms chart, above, shows the most common and engagement topics used throughout this campaign. With terms like ‘battle’, ‘physically’ and ‘hands’, you can see them setting up a funny scenario around eating this monster of a burger. Something the actual posts deliver on well, as presented in the Top Posts section.
The next big question is, How did this campaign perform relative to other content. So let’s take a look at how this campaign compares to everything Carls Jr did during same time period.
In the Posts chart below, we can see that Carls Jr posted a total of 73 times during April, so the 32 posts for #diablodare were a sizable portion of their monthly content. The Engagements chart show the campaign generated a far greater portion of the overall engagement: 34,400 of the 49,500 total engagements.
Also notable in the Engagements chart is the Engagements/Fan ratios for both the overall campaign and in each network. In every case, there’s a sizable increase in engagement for the campaign, while the E/F ratio on Facebook more than doubled.
Subject Analyzer for all Carls Jr posts in April
The next data view in our exploratory sequence would be to see how the campaign, and Carls Jr overall, performed compared to other leading brands in the fast food industry. Thus, below we’ve applied the same Subject Analyzer view to all content published by all brands during the month of April. You can see the campaign’s overall performance outperforms the industry average in terms of engagement/fan ratio in the Engagements chart.
Subject Analyzer for all industry posts in April
Carls Jr is utilizing Instagram more than the industry in general, with a portion of their Twitter posting shifted over to Instagram. When you look at both brand and industry E/F ratios on those networks, this looks like a smart move on two levels. One, Instagram is generating far larger engagement ratios. And two, based on the highly graphic nature of this campaign’s imagery, that would seem to fit well with Instagram’s photo-based content.
One last view is the complete list of all posts in this campaign, below. For the Facebook posts, you can see the +24 number on the far right, which is a Zuum estimation for the % of engagement derived from promoting the content. You can see here that this campaign in general was pretty heavily promoted, based on the number of Facebook posts showing a high %. It should also be noted that based on other analysis we did, the majority of brands in this industry are generating a large percent of their engagement on Facebook through promotion.
Taking a weekly snapshot of social media activity helps put both posting volume and content scheduling in clear view. So to get a sense of what’s happening in the yogurt category, let’s take a look at the week of May 17 – May 23, 2015. Below is the breakout of posting and engagement activity for that week across Facebook, Twitter and Instagram.
The top two charts indicate that Facebook is the dominant network here. The Engagements chart shows Facebook driving the majority of engagement, despite having relatively low posting volume among the three networks. Furthermore, in the Engagements chart we see strong Facebook Engagement Rates, especially given the larger communities these brands have on Facebook.
Subject Analyzer for Yogurt Brands, Weekly View
The Posting By Day chart compared with the Engagements By Day chart shows an interesting phenomenon. Most brands are ignoring the weekends. However, we see Chobani posting to Facebook multiple times on Saturday. And, the Engagements By Day chart shows those posts receiving high engagement levels.
So let’s take a look at what Chobani is doing, using Zuum’s subject analyzer to assess all their posts for the week (below).
It’s interesting that they’re posting an even lower percentage of posts to Facebook than the industry overall, although Facebook’s share of total engagement is just as dominant as in the above industry analysis. The Posts By Day chart compared to the Engagements By Day chart shows how much more engagement posts on Facebook generate.
And here again, we see that while other brands are ignoring the weekends, Chobani is active during weekends, and getting good engagement.
Subject Analyzer for Chobani, Weekly View
Looking at the Top Related Terms chart, this shows the topics Chobani is posting about during the given time period. In this case, the Saturday in which we saw the large spike in engagement. You can see pretty clearly what’s happening. Chobani is posted a recipe over the weekend. And specifically, Memorial Day Weekend. A time when a lot of people are cooking outdoors.
This recipe is clearly geared towards outdoor grilling, so it’s not surprising to see the Chobani Facebook community responding to the post.
Subject Analyzer for Chobani, Daily View
What can marketers takeaway from this?
As we’ve seen, there’s a lot to be learned from assessing competitor activity. Especially in terms of the topics they’re posting and when they choose to post that content.
Brands in this industry can see how Chobani is leveraging a mass event with brand-relevant content, and posting at a time when few of their competitors are adding the the noise in the Facebook timeline.
Zuum gives you a range of ways to analyze your competitors, including comparative benchmarking data, content posting timelines, and numerous granular views showing precisely how that content is performing.
There are many different levels of social media data. Benchmarking data provides a good high level perspective, and of course, looking at a list of top posts lets you see whose posts performed best.
However, between those two is a much richer area of content analysis. Looking at top posting themes and analyzing which brands are posting on those topics, how much they’re posting, and how engagement builds or declines over time for each topic.
Take for example the chart below, which shows the top subjects posted by 9 luxury fashion brands during April on Facebook, Twitter and Instagram. As detailed in the sliders, this setting provides a complete view of every topic posted on at least twice. You can see the broad range of themes, and of course, Kendall Jenner’s Twitter account at the center of engagement.
Subject Explorer showing topics with at least 2 on a single social network
From here, though, I like to drill down in one of several directions. A logical next step would be to refine this to only topics posted on at least 5 times on a single social network, per the chart below. This is a much more streamlined view of only the top themes used during this time period. Many of these are campaign themes from individual brands, and clicking on any one of these topics takes you right into Zuum’s subject analysis of how this campaign performed.
Subject Explorer showing topics with at least 5 posts on a single social network
At this point, there’s one more view I like to get of the various subjects. In the chart below, I’ve set the sliders to show only topics posted on at least 10 times in a single social network, and by at least 5 of the 9 brands in this industry. This is going to show us the high performing terms used by a majority of the brands in this industry.
From this view, there are a number of interesting comparisons that could be conducted. You could click on spring and summer to see why spring is performing so much higher. See how each of the different brands promotes their events. Or their eyewear lines. But what’s grabbing my attention here is a comparison between posts about a brand’s collection versus posts about a brand’s advertising campaigns. That social media posts about advertising campaigns could generate the same engagement as posts about products is an interesting point worth exploring.
Subject Explorer showing topics with at least 10 posts by at least 5 brands
Below are analysis of the topics ‘collection’ and ‘campaign’. Several interesting things to note. Both are getting roughly the same overall engagement rate, as shown in the Engagements chart in each analysis. Also, the Posts chart shows a roughly equal distribution of posting across the three social networks, although ‘collection’ is posted on over twice as much during April.
Subject Analysis of ‘collection’
Digging deeper into the content, the Top Related Terms chart show one of the major related topics in the ‘collection’ posts is ‘men’s’. Also, the Top Posts chart for ‘collection’ feature men’s products, and all from the same brand. If this industry’s fan base is primarily female, the focus on men’s collections could be hurting that term’s overall performance.
Looking at the ‘campaign’ analysis, there are several points of difference. The Top Posts chart contains posts more targeted to women, and also features celebrities. Both could be factors that drive the ‘campaign’ performance relative to ‘collection’. Perhaps most interesting is that the ‘campaign’ themes tops posts in each network were from different brands, indicating this topic engages across the industry.
There are several notable takeaways from this. For many brands, particularly those in lifestyle categories, the brand is much more than the products they sell. The buzzword du jour is ‘stories’, but as you can see here, advertising campaigns are truly a part of these brand’s stories.
You can also see that really understanding how brands post and what topics drive engagement involves more than just looking at benchmarking data and a few top posts. Zuum’s Subject Explorer and Analyzer reports are designed to give you the trending knowledge and deeper insights to help you make the critical decisions around what content will most drive engagement for your brand.
Concept cars have always provided the sizzle at auto shows, and give brands a great way to flash their engineering expertise. So when reviewing the social media content of 12 brands in the luxury auto industry, seeing ‘concept’ as a high engagement topic called for further exploration.
Below are the various topics posted by all brands that had at least 25 posts in a single social media network during the month of April, 2015. So in other words, the topics below were used frequently. You can see ‘concept’, in red and in the center, indicating high engagement.
Topics Used in April 2015
While a number of those topics could be worth exploring, let’s drill in and see how the companies are using the term ‘concept’ to enhance their brand. Below is Zuum’s Subject Analysis of all posts in April. In the Posting By Day chart, the impact of the New York Auto Show is clear, as there was heavy posting during that event early in the month. However, the promotion of concept cars didn’t stop after the show – there were 91 posts on ‘concept’ throughout the month.
Analysis of posts on ‘concept’ during April
In further analysis of which brands were posting the most in the Posting By Day chart, Lincoln Motor Company emerged as having particularly high volume on the topic. In fact, 49 of the 91 posts that month were from Lincoln. Below takes the same look at how Lincoln approached the subject.
While the distribution of Lincoln’s posts across the 3 social networks is roughly the same as the industry overall, you can see that Lincoln is getting a much higher percent of its engagement on Facebook. This is likely a result of demographics – Lincoln having an older fan base than some of the popular European brands. In the Global Fan/Follower Leaderboard at the very bottom of the page, you can see how Lincoln has a higher percent of its social fan base on Facebook than the other brands.
Posts by Lincoln Motor Company on ‘concept’ during April
Looking at Lincoln’s posts, you can see how they’re really working to make stand out content. That’s smart for a brand that needs to reinvent, or at least reassert itself, as an innovator. The posts themselves have to look and feel innovative if the content is to convince readers.
Lincoln shows that social media content is part of a deep strategic communication process. Something that goes way beyond knee-jerk click-bait to build the brand from its foundation up. Brands that approach content strategically can shape their brand’s personality relative to competitors, and build long term market position.
Global Fan/Follower Leaderboard for Luxury Auto Brands
Tourism is a business category rich in emotion and excitement. In this post, we’re going to analyze the content posted by state tourism offices and see what themes they post about the most, and how they talk about them.
We’ll start by taking a look at only the most powerful topics posted about by this industry. Topics used 50 or more times, on a single network, from Feb 1 – Apr 30, 2015. You can see these topics in the word cloud below. There are a number of interesting themes to explore here. Family, weekend, adventure, festival, winter and spring. What I’m most curious about is to see how different brands approach the same subject. Do they post on the same networks, use the same type of content, and talk about the same related features.
For this exploration, I’m going to select ‘adventure’. This topic should appeal to a broad range of tourists, and should be interesting to see how different states approach it.
Below is a breakout of all the posts using the term ‘adventure’. In the Posting By Day and Engagements By Day charts, you can see this topic was used by most of the 9 brands analyzed here. Looking at the Top Related Terms cloud, we see topics that make likely pairings with ‘adventure’, such as ‘waterfalls’ and ‘canoe’.
Next, let’s look at how the top brands in this report posted about adventure. The Global engagement Leaderboard below shows the sum of engagements that were generated by the public content from each brand, per network. The brands at the top are the ones making the biggest overall impact with their content in this industry.
So we’ll analyze how each of the top three brands, Go Hawaii, Pure Michigan, and Visit Colorado, approached the topic of adventure.
First, Go Hawaii. Below is Zuum’s Subject Analysis of how this brand posted about adventure. The first thing to notice is, relative to the industry overall, above, Go Hawaii is posting a far higher percent of their ‘adventure’ posts on Instagram. 38%, compared to 21% for the industry average, as outlined in the Posts charts. To the right of each Posts chart is Engagements. Below, this shows that well over half of Go Hawaii’s engagements happened on Instagram, while far less than half for the industry average.
Go Hawaii’s Posts on ‘adventure’
Looking at Go Hawaii’s top posts on ‘adventure’, directly above, it’s not surprising that Go Hawaii has a water theme to these posts. It’s their big appeal, and clearly it’s resonating with their audience.
Next, we’ll look at Visit Colorado. Their posting volume on this topic is higher than Go Hawaii, and we see that reflected in the overall engagements generated, in the Engagements chart. Over 78,000 engagements generated on Facebook, Twitter and Instagram. Far more than any of the three brands.
It’s notable that Visit Colorado has about the same fan counts on Facebook as Instagram, as noted above in the Global Fan Leaderboard chart, yet is generating much more engagement on Facebook. As you may have noted in our previous posts, Instagram frequently will generate more content engagements than other networks with significantly more fans. So Visit Colorado’s Facebook community is highly engaged.
Visit Colorado’s Posts on ‘adventure’
Visit Colorado’s posts shows that while they don’t have water, they do have mountains, and in the tourism industry you need to talk about what you have. Based on their top posts, when Visit Colorado shows mountains, it conjures up strong feelings that well-represent the state.
And next, let’s review the 3rd brand that’s above the industry average in overall engagements generated, Pure Michigan.
It’s interesting to note here their relatively small percentage of ‘adventure’ posts utilizing Instagram. Only 7% of their posts across the three networks, as shown on the Posts chart. The Engagement chart indicates that Instagram content does generate a lot of engagement, so it’s surprising that they wouldn’t employ Instagram on a larger percent of their posts on this topic.
Pure Michigan’s Posts on ‘adventure’
Looking at Michigan’s top posts, you can see that while Michigan may not have the most immediately identifiable appeals as Colorado’s mountains or Hawaii’s Pacific Ocean, but they still make an impressive case for their own beauty and adventure. The top Twitter post is particularly interesting, showing that while they may not have coral, there’s some good diving to be experienced.
By looking at the Top Related Terms for each of the brands, you can see that while they’re all promoting the concept of adventure, each has a different angle on it, based on what they have to offer.
That’s a typical situation for brands in a broad range of industries. For while they may be trying to promote the same qualities as other brands (safety for automobiles, flavor for foods), each has to do it in a unique, and most importantly, genuine way.
Zuum can help you gain a deep understanding of how other brands might be promoting themselves, perhaps on topics your own brand would like to have ownership of, and use that information to inform your strategies and improve the impact of your posts.
Looking at the fruit juice CPG category, I’m seeing some notable trends relevant for any small brand up against larger competitors with more social media fans.
Consider the fan distribution for the fruit juice category, below. Note the large total fan counts of the established brands compared to Suja. Then look at Suja’s Instagram fan count compared to the industry. As we’ll see in a minute, early adoption of new social media tactics is a great way smaller, more nimble brands compete with larger competitors.
Next, let’s take a look at the overall engagements generated by each brand across all social networks, in the Engagement Leaderboard below.
Here, we see a very different story taking shape. On Instagram, Suju is showing a strong return – in the form of engagements – on their involvement with that network. And even more interesting, on Facebook, a network where Suja has considerably fewer fans than other major brands, they’re generating about 3 times the engagements of Dole, the next closest brand.
Suja’s total engagement levels become more understandable as we look at the Engagements to Fan Count Ratio Leaderboard, below. Suja is generating strong engagement in two networks, Facebook and Instagram. On Instagram, a network with overall high engagement rates, Suja has built a sizeable community, and is reaping big engagement numbers with even below industry average engagement rates on that network. On Facebook, they’re succeeding by generating engagement rates 5 times the industry average on a network where they have a fan count disadvantage.
All of this analysis leaves the question, What is Suja doing from a content standpoint to both lure and retain their Instagram base, and engage their Facebook fans as such a high level? Below, we use Zuum’s Subject Analyser to peek behind the curtain into Suja’s posting practices across Facebook, Twitter and Instagram.
Firstly, note the fairly even split in posting volume across the 3 different networks, in the Posts chart. Next to that, the Engagements chart visually reiterates how Instagram and Facebook are the real sources of Suja’s engagement.
To add relevance and insight to this, let’s compare Suja’s posting activity to that of one of their larger competitors, Dole. In the same analysis of Dole’s activity, below, you can immediately see in the Posts chart how Dole has not jumped on the Instagram trend as early as Suja. The results of that are visible in the Engagement chart, where Dole has minimal engagement coming from Instagram.
In order to gain a deeper understanding of why things are happening the way they are, though, we need to look at the specific content themes and posts of each brand. Head to head.
Start by reviewing the Top Related Terms chart for each brand. Health is a contemporary issue in the food category, and the two brands are talking about it in different ways. For Dole, we see the word ‘healthy’ being used a lot, as indicated by its large size. That may seem good, but healthy is a general term, and when a topic is hot and many brands are talking about it, using common terms can come across as generic and unoriginal. Additionally, when two of your other common topics are ‘sweet’ and ‘chocolate’, it may distract a little bit from the overall health message, even though the brand may be trying to address those issues from within a healthy context.
Compare that to Suja’s leading topics. Suja is talking about health issues in much more specific terms. They mention healthy vegetables like cauliflower, and use hashtags like #mastercleanse. Those just sound more authoritative and believable, IMO.
At the end of the day, Suja and Dole are publishing about the same number of posts across these networks, but are generating vastly different engagement totals. And that’s despite Dole having more than 3 times the fan totals Suja does. Suja is being savvy about where they’re focusing their efforts, and creating messages that are resonating with their audience.
In every industry, there are multiple smaller brands trying to take on much larger competitors with deeper pockets, and who’ve likely spent heavily to acquire a much larger fan base. Seeing how Suja is in that position, but able to deliver results like these, should be very inspiring.
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- Carls Jr posts leading social media campaign for fast foods
- A week of social media activity in the yogurt category
- In fashion, social media posts about ads are as engaging as those about products
- How Lincoln Motor is using social media content to rebrand
- How state tourism offices are selling adventure
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