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2015 in Review: A Social Media Benchmark & Content Summary for the Yogurt Industry

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A benchmark and content analysis of how yogurt brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Chobani, FAGE, Yoplait, Oikos, and Stonyfield.

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2015 in Review: A Social Media Benchmark & Content Summary for the Yogurt Industry

  1. 1. Report Period: January 1 - December 31, 2015 2015 in Review: A Social Media Benchmark & Content Summary for the Yogurt Industry A benchmark and content analysis of how yogurt brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Chobani, FAGE, Yoplait, Oikos, and Stonyfield.
  2. 2. Summary In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top yogurt brands in the US for 2015. We’ll analyze 5 category leaders: Chobani, FAGE, Yoplait, Oikos, and Stonyfield. Highlights ❖ Facebook is the largest network with 86% of the average fan count. ❖ Instagram experienced the most growth at 133%, followed by YouTube at 40%. ❖ Facebook is the industry leader in engagement, with 87% of the average total engagement happening on the network. Instagram had an average engagement of 14%. ❖ Twitter is the leading network for posting, with 41% of the average posts. Second was Facebook with 24%. Report Period: 2015
  3. 3. How fans are distributed across the social networks Facebook is the leading network for fans, with 86% of the average fan count across the networks. Twitter, by comparison, only has about 7% of the average fan count. 86% for Facebook is similar to other industries we have recently reported on. This average count falls between the average counts of energy drinks and snack foods.
  4. 4. How fan growth is distributed across the social networks Instagram grew on average over 133%. Interesting to note is that despite the Facebook purge we have discussed in previous reports, this industry has managed as a whole to rebound. Facebook fan counts grew on average just over 6%. You can read more about the purge here.
  5. 5. Facebook Fan Purge You can see from the two sample trending charts that fan counts dropped in March following the fan purge. The big difference here is how much growth Stonyfield experienced. They lost about 2% of their fans in the purge, but managed to gain almost 122,000 fans by the end of the year. This gives Stonyfield a growth rate of over 30%. FAGE lost over 6% of their fan base over the course of 2015. Trending
  6. 6. How fans are engaging across the social networks Fans are engaging primarily on Facebook, with 87% of average engagement happening on the network. Instagram claimed nearly 14% of the average engagement.
  7. 7. Posting volume by network by brand Brands are posting primarily on Twitter even though the network only has about 2% of the average engagement.
  8. 8. Top data points on Facebook Stonyfield is posting well about the industry average, with 291 posts. The brand also experienced the highest growth rate. FAGE has the highest fan count despite losing 6% of their fan base.
  9. 9. Top terms on Facebook The top terms chart gives a snapshot of the most used or engaging posting topics for the entire year of 2015. Hashtags and URL’s here reveal campaign themes among the brands. Note that these are terms used at least 10 times throughout the entire year by any of these brands.
  10. 10. Top Posts on Facebook All of the top posts are photos and all appear to be promoted. Stonyfield holds the three top five posts.
  11. 11. The Weekly Trending Report is just one example of how Zuum gives you the data views you need to maximize the impact of your social media properties. If you’d like to see this type of clarity for your Facebook page, request a free trial: Online Form ZuumSocial.com/Contact/ Email sales@ZuumSocial.com The Weekly Trending Report. One of the most illuminating Facebook data views a social media marketer can have The trending line identifies shifts in performance for major Facebook Benchmarks. Compare trending lines to understand metric relationships. The three dots compare your current week’s performance to the previous week, the average of all weeks, and your change since the start. Count for most recent week.

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