Pet Food campaigns tend to play well in social medial, as they frequently combine a photogenic subject with something people are passionate about. Pets. That also makes them ideal for user generated content, which all these campaigns seem to employ on some level. It’s also a combination that makes Instagram the network of impact for this type of content.
- Two of the campaigns tied in with 2 major events in Q1: The Super Bowl and the Grammy Awards.
- Instagram is the clear engagement leader among the social networks. Not surprising given the photogenic subject matter of pets.
If brands want to increase their sharing, which most do, then video is a good content type to be publishing.
That’s the repeated findings from our analysis of how users engage with different types of content. Initially, this trend surfaced in a report we published 3 years ago. And according to our latest report, the findings still stand.
What video delivers that other content types don’t likely varies from one industry to the next, and even from one video to the next. But one can surmise it’s multiple factors, including a heightened perceived value of video due to it’s more complicated production, and that video can tell a story more convincingly due to it’s immersive combination of visual and audio stimuli.
- For the 7 industries analyzed in this report, video was shared at a higher rate than the other Facebook content types in every industry but one. Fast Food.
- Industries like Luxury Autos, Energy Drinks and Pet Foods saw video shared at about 2x the rate of any other content type.
- For the Pet Foods industry, over 27% of all engagements generated by video were shares.
This report delivers a broad view of social media community sizes and growth rates across 9 industries and 73 brands. The average industry Facebook page fan count ranges from around 700,000 in several industries, to 25 million in the soft drink category.
While community size and growth rate aren’t to be focused on at the risk of lowering engagement, social media fans are still undeniably valuable. This report can give you a good sense of the community benchmarks across a diverse set of industries.
- Instagram continues to be the social media network with the highest overall growth rates
- The single highest brand social media fan count is Coca-cola’s Facebook page: 94 million
- In the Luxury Fashion industry, every brand has an Instagram account with more than 1 million fans.
The past few weeks we’ve seen the results of what Facebook announced earlier in the month: That they’re purging memorialized and voluntarily deactivated accounts.
The team at Zuum has analyzed over 10,000 pages ranging in size from 10 fans to 100 million, to gauge the average impact of this on fan counts. You can use this data to compare to your own page during the same time period to benchmark your page with others of a similar size.
The Facebook announcement was made on March 5th, and our data indicates that brands began experiencing fan drops the week of March 11-17. Facebook has been rolling this out to brands on different days after the 11th. By comparing the fan growth rate the week of March 11 to the prior week (March 4-10), we can make a general estimate for the average impact.
Chart 1 below shows the comparison between those two weeks.
Chart 1: Fan growth
|Page Fan Count||Observed Fan Growth (Mar 4-10, 2015)||Expected Fan Growth (Mar 11-17, 2015)||Effect of fan removal (Observed minus Expected)||# Pages sampled in Fan Count Range||# Weeks to Recover Removed Fans|
|10 to 99 fans||-1.38%||0.17%||-1.55%||102 pages||8.9 weeks|
|100 to 999 fans||-1.23%||0.41%||-1.64%||618 pages||4 weeks|
|1,000 to 9,999 fans||-1.53%||0.31%||-1.83%||2,015 pages||5.9 weeks|
|10,000 to 99,999 fans||-1.59%||0.35%||-1.95%||2,936 pages||5.5 weeks|
|100,000 to 999,999 fans||-1.87%||0.30%||-2.16%||3,111 pages||7.2 weeks|
|1,000,000 to 9,999,999 fans||-1.81%||0.16%||-1.96%||1,319 pages||12.5 weeks|
|10,000,000 to 99,999,999 fans||-0.23%||0.01%||-0.24%||252 pages||35.3 weeks|
|Overall||-1.63%||0.30%||-1.93%||10,353 pages||6.4 weeks|
The first thing to note is that there is negative fan growth the second week. If you then consider that those pages should have still been gaining new fans that second week, it means they lost more than the % decrease observed for that week. That’s where the “Effect of Fan Removal” comes into play. It looks at the difference between the expected fan growth (based on March 4th-10th) and the actual fan growth from March 11th-17th.
Considering that adjustment, the data shows approximately 1.5 – 2% average of pages’ fans removed during the week from March 11th – 17th.
Chart 2, below, shows the “Effect of Fan Removal” fan decrease for the week of March 11-17, broken out by different fan count sizes.
Chart 2: Fan Percentage Fan Loss by Page Size
While there’s no clear relationship between fan loss and page size at this point, you can see the average fan loss is about 2%, aside from the brands with more than 10 million fans.
Below is chart 3, which relates the decrease in fans to the average weekly fan growth rate, showing how many weeks of growth correspond to Facebook’s purge of likes.
Chart 3: Weeks to Recover by Page Size
At expected growth rates, how long will it take to return to the fan count prior to the fan removals? Chart 3 above indicates that – based on our observed fan growth rates and the level of fans lost – how many weeks it will be, on average, until brands return to their previous fan count level.
Fan Drop Charts
Brands closely analyzing their month-to-month fan growth rate, and in particular how that growth happens throughout the month, may see some unusual dips. Per the examples in chart 4 below, you can see how while the exact day of the drop may vary, a number of pages will experience an unusually large drop in fans as some point in March.
A 1-2% drop in fans is not that significant in the big picture, although some brands will be showing negative fan growth for the month of March. However, when viewed in terms of the months to recover that number of fans, some brands will be working to regain their previous fan counts for several months.
We’re going to continue to monitor and analyze this at Zuum, and will be reporting any new findings in the upcoming weeks.
If there’s a product category well suited for online content creation, it would be consumer electronics. Many of the products are used in the creation of social media content by everyone from major brands to individual consumers. Yet there’s a considerable gap here in how these brands are approaching social media. In this report, we’ll take a look at a couple of benchmarks that tell a lot about these brands from a high-level POV.
- Exciting products activate consumers. GoPro, through a mix of product innovation and must-see content, has surpassed legendary brands with long-standing reputations.
- Activity in one social networks sets a pace for other networks. The brands succeeding overall are doing so because of an across-the-board dedication to social network posting.
- GoPros posting volume of 27 posts in a single week on Facebook is almost two times the nearest competitor.
Social media video trends analysis from the Videonomics LA Roundtable “Battle for Video Eyeballs: Facebook vs YouTube
At the recent Videonomics Roundtable in LA, I presented an analysis of video content trends on social media. The presentation covered both benchmarking trends as well as individual post engagement behaviors. It was well received, and a number of attendees asked to see more of the data, which I’ve posted below.
The overarching takeaway from the analysis is that video content is very well received in social media across a range of industries, including snack foods, high fashion, energy drinks, luxury autos, and travel & tourism. Video is not only generating good engagement rates, but is shared at a rate higher than any other content type published on Facebook. If you’re looking to add impact and perceived quality to your content, video is a must consideration.
Here are some highlights from the data:
- While brands have far larger communities on Facebook, these brands’ YouTube pages are growing considerably faster.
- Video drives sharing (virality) considerably more than other content types.
- When video content is promoted, it generally drives a similar rate of sharing that it does when viewed organically, indicating that promoting the content does not diminish its appeal.
- YouTube videos often continue to get views and engagement long after the video is posted, whereas Facebook engagement builds for 24 hours, and typically stops unless there’s an external influence on engagement, like post promotion.
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