Archive for Doug Schumacher

Report: Top Social Media Campaigns for Pet Foods

Posted by Doug Schumacher on April 23rd, 2015 at 12:22 pm

Pet Food campaigns tend to play well in social media, 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.
Highlights

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.

Report: Video Most Shared Content On Facebook

Posted by Doug Schumacher on April 22nd, 2015 at 10:11 am

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.
Highlights

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.

Here's the published report you can view or download.

Report: Social Media Community Size and Growth Benchmarks

Posted by Doug Schumacher on April 14th, 2015 at 9:47 am

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.
Highlights

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.

Facebook’s Like-purge. What’s the impact on brands?

Posted by Doug Schumacher on April 13th, 2015 at 12:49 pm

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.

Methodology
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

Observations
The... Read more

Report: Social Media Benchmarks for Consumer Electronics Brands

Posted by Doug Schumacher on April 8th, 2015 at 9:34 am

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.
Highlights

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.