Tagged 'social marketing'

Report: Social Media Benchmarks and Content Trends for the Snack Food Industry

Posted by Doug Schumacher on November 11th, 2015 at 9:05 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top snack food brands in the US across Facebook, Twitter, YouTube, Google+ and Instagram. We’ll analyze 7 category leaders: Oreo, Starburst, Skittles, Reese’s, Snickers, Butterfinger, and Twix.

The largest network account among all these brands is Oreo’s Facebook account: 41.3 million fans.
Instagram accounts on average gained over 26% in fan growth, industry-wide.
Between Facebook, Twitter, and Instagram, Instagram generates the most engagement, despite averaging the lowest fan count. Compared with .07% average growth rate for Facebook.
Halloween is the central topic for this month’s posts, a logical result for candy brands in October.

5 Things You Should Know About Twitter’s New Like Button

Posted by Greg Kihlström on November 8th, 2015 at 6:05 pm

At the beginning of November, Twitter unveiled its new heart-shaped “Like” button, which replaced the star-shaped “Favorite” button. As is usual on the Internet, people started freaking out about the change. This article contains a few things you should know about this important new change to one of the most popular social networks.

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Posted by Joseph Carrabis on August 26th, 2015 at 11:12 am

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Facebook July Leaderboard for CPG Dips and Dressings

Posted by Doug Schumacher on August 17th, 2015 at 11:36 am

CPG is a very broad business category, with sub-categories like soft drinks having brands with some of the larger social media fan counts anywhere. In our July ranking of the 25 most engaging brands on Facebook, the three top brands are CPG.
Of course, the CPG umbrella includes many smaller brands, with more niche or regional appeal. One subcategory in particular is dips and dressings. Below is the Facebook Leaderboard for some of the top dips and spreads brands in the US for the month of July.
You can see that the fan counts, while not what you’ll see from Pepsi or Coke, are still substantial. Posting volume is a little light in this category, with even the top brand, Sabra, only posting about 1 time per day.

Fan growth rate is also relatively strong, averaging almost 2% for the industry. That would be around 25% growth per year, and you can see Litehouse Foods, the second largest brand in this group growing at well over 5% in July.
Yet another interesting view on this chart is the comparison of the Engagements column to the 24h Engagements column. As we explain in this post about how to estimate the percent of engagement of a competitor’s post that was generated by paid promotion, It looks... Read more

Which social media networks do yogurt brands post on most?

Posted by Doug Schumacher on July 20th, 2015 at 9:23 am

As we’ve noted with other industries we’ve analyzed, how the brands allocate their posting across the different social media networks gives a good idea of how much they value each network.
Let’s take a look at the yogurt industry for the month of June, in the Global Posts Leaderboard, below.
Looking at the industry average line, you can see that Twitter is the clear leader in this category. Google Plus is a surprising second, given there seems to be less of an understanding of that network’s value. Of course, the Google Plus posting volume average is made up of only two brands, as well, which can certainly skew the results.

So lets look at the leading network, Twitter, and see how each brand is performing there.
Below, we look at the Twitter Leaderboard to see a number of performance metrics for each of the brands active on that network. Chobani not only leads in posting volume, but also has a remarkable engagement rate for their posts. Over three times the industry average in engagements-to-fans ratio
One interesting note is that Chobani’s growth rate is also a clear leader in this category and network. It shows how leading brands are willing to dedicate themselves to a network, and... Read more