This report analyzes the social media presence and engagement of major fruit juice brands on Facebook, Twitter, Google+, YouTube, and Instagram over October 2015. It finds that Dole has the largest Facebook fan base at 1.8 million fans. Instagram saw the highest average fan growth across brands of over 18%. Engagement is highest on Instagram despite it having only 2% of the Facebook fan counts. The report analyzes fan counts, growth rates, engagement levels, and popular posting topics to benchmark the performance of juice brands online.

1. Report Period: October 1 - October 31, 2015
Report: Social Media
Benchmark & Content
Trends for the Fruit
Juice Industry
A benchmark and content analysis
of what fruit juice brands are doing
on Facebook, Twitter, Google+,
YouTube, and Instagram. Brands
analyzed are Dole, Capri Sun,
Naked Juice, Ocean Spray, Minute
Maid, Welch’s, SUJA Juice, V8 and
Langers Juice.

2. Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the
top fruit juice brands in the US. We’ll analyze 9 category leaders: Dole, Naked Juice, Capri Sun,
Ocean Spray, Minute Maid, Welch’s, SUJA Juice, V8, and Langers Juice
Highlights
❖ The largest network account among all these brands is Dole’s Facebook account: 1.8 million
fans.
❖ Instagram accounts on average gained over 18% in fan growth, industry-wide.
❖ Between Facebook, Twitter, and Instagram, Instagram generates the most engagement. And on
average, engagement on Instagram is over twice that of Facebook, despite having only 2% of
the Facebook fan count.
Report Period: October 2015

3. How fans are distributed across the social networks
Facebook is the dominant
social network for all
brands.
To compare all networks,
check out the Average
row, noting that the
average is calculated for
only the rows with
accounts for that network.
Given how the average is
calculated, it favors
networks with only a few
large brands active. Yet
still, Facebook has over
94% of the averaged
network audience.

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.

5. How fans are engaging across the social networks
V8 is the clear leader for
engagement during this
period on Facebook and
Twitter.

6. Top data points on Facebook
V8 is an interesting case.
Their engagement on
Facebook shadows every
other brand. Even looking
at the non-promoted
engagement level (the 24
hour engagement figure),
we see exceptional
engagement levels for
such a small posting
volume and a brand with
relatively few fans.
More on our method for
estimating paid promotion
here.

7. Top terms on Facebook
In the list of most
common posting topics,
it’s easy to see the
seasonal topics emerging,
like “cranberry” and
“pumpkin”.
It's also interesting to see
the #drinkgooddogood
campaign still active and
engaging for Naked juice.
We covered that
campaign in detail in
September.

8. Top Posts on Facebook
Looking at the top post,
V8 generated an
engagement level beyond
anything any other post
could come close to this
month. Just compare the
E/F ratio for this post to
the rest on this list.

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© 2015 Zuum