'Research' Category

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.

Social Media Case Study :: Higher Education

Posted by Doug Schumacher on April 1st, 2015 at 2:23 pm

Graduation is an event particularly well-suited for social media. It brings together three distinct target audiences — students, parents and faculty — in an emotional culmination of not only an entire school year, but years of dedication and financial investment.
In the case study, we explore how USC maximized the impact of this event through a combination of savvy moves including campaign scheduling, social platform selection, and impactful, engaging content.
Highlights of the case study

Highest engagement rate of all graduation campaigns: 58% above competitive average
Single highest engagement rate of any social media account: Instagram
Early content scheduling ramp-up: 12% increase in engagement

Report: What CPG Energy Drinks Are Doing In Social Media

Posted by Doug Schumacher on March 31st, 2015 at 9:50 pm

Energy drinks have long been innovators in the content marketing space. So it’s enlightening to check out the posting habits, engagement levels, and themes of the top campaigns in this industry. In this report, we’ll analyze 5 category leaders. Red Bull, Monster Energy, Burn Energy, Rockstar Energy and 5-hour Energy.
Report Highlights

Exceptionally high volume of posting on YouTube, led by Red Bull’s 98 videos posted in the month of February.
While Facebook has more than 75% of the total fan count, fan growth rate on Facebook is significantly lower than every other network.
Despite having about 7% of the fans that Facebook does, Instagram averaged more than 5x the engagements generated by content than Facebook.