A benchmark and content analysis of what soft drink brands are doing on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Coca-Cola, Pepsi, Dr. Pepper, Sprite, Fanta and Mountain Dew.

1. Report Period: September 1 - September 30,
2015
Report: Social Media
Benchmark & Content
Trends for the Soft Drink
Industry
A benchmark and content analysis
of what soft drink brands are doing
on Facebook, Twitter, Google+,
YouTube, and Instagram. Brands
analyzed are Coca-Cola, Pepsi, Dr.
Pepper, Sprite, Fanta and Mountain
Dew.

2. Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the
top soft drink brands in the US. We’ll analyze 6 category leaders: Coca-Cola, Fanta, Pepsi, Mountain
Dew, Dr. Pepper and Sprite.
Highlights
❖ The largest network account among all these brands is Dr. Pepper’s Facebook account: 14.9
million fans.
❖ Instagram accounts on average gained over 8% in fan growth, industry-wide.
❖ Between Facebook, Twitter, YouTube and Instagram, Twitter generates the least engagement,
despite averaging the second highest fan count.
Report Period: September 2015

3. How fans are distributed across the social networks
Facebook is the dominant
social network for all
brands.
The only network to come
close to Facebook’s
position is the Pepsi
Twitter account, with their
Twitter account being
45% of the Facebook
account in terms of
fans/followers.

4. How fan growth is distributed across the social networks
Instagram is still the
standout network in terms
of industry-wide growth
rate.
Growth rates on this page
can be compared with the
fan count chart on the
previous slide. It’s rare to
have a brand rank high in
both fan count and growth
rate in the same network,
like Coca-Cola has with
YouTube.

5. How fans are engaging across the social networks
Coca-Cola is clearly
dominating engagement
for this time period.
Most interesting is that
they’re getting more
engagements on their
Instagram account than
their Facebook.

6. Top data points on Facebook
It’s notable that this
industry seems to be
consistently promoting
their posts on Facebook,
as indicated by their
considerably higher total
Engagement vs 24h
Engagement (more on that
analysis here).
The overall low monthly
posting volume for most
brands indicates they
must be using targeting
frequently, which hides
posts from being publicly
viewable.

7. Top terms on Facebook
The top terms chart
usually contains
interesting views of the
most used or engaging
posting topics. One
notable brand term is
‘dewshine’.

8. “DEWSHINE” Campaign Analysis
Mtn Dew’s introduction of
a new product, still getting
a significant share of the
monthly posting volume
well after it’s March 2015
launch.

9. “DEWSHINE” Top Campaign Posts
Campaign features a
brand film along with
assorted campaign prizes.

10. Top Posts on Facebook
The top five brand posts
were all photos. Coca-
Cola has 3 of the top 5,
with minimal promotion
for the most engaging
post the month of
September.

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© 2015 Zuum