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Social Media Benchmark and Content Trends for the Soft Drink Industry

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A benchmark and content analysis of what the leading 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

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Social Media Benchmark and Content Trends for the Soft Drink Industry

  1. 1. Report Period: November 1 - November 30, 2015 Report: Social Media Benchmark & Content Trends for the Soft Drink Industry A benchmark and content analysis of what the leading 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. 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: 15 million fans. ❖ On average, Instagram experienced impressive growth industry-wide, gaining over 6% new fans. ❖ Facebook is the leader in average engagement for this industry, with 76% of total average engagement across all networks. Instagram also stands out in this category, having 21% of the total average engagement. Report Period: November 2015
  3. 3. How fans are distributed across the social networks Facebook continues to be the dominant social network for all brands, capturing 77% of the average total fan count. Coca-Cola is the industry leader on nearly every network in terms of fan count.
  4. 4. How fan growth is distributed across the social networks Instagram is the stand out during this period for large growth rates. Growth rates on this page can be compared with the fan count chart on the previous slide to better understand the relationship between fan growth rates and total fan counts. Typically, the higher the fan count, the more difficult it is to grow the fan base at a high rate.
  5. 5. How fans are engaging across the social networks Coca-Cola continues to be the industry leader in engagement. Among the networks, Facebook is driving the most engagement, by a considerable amount.
  6. 6. Top data points on Facebook This industry continues to consistently promote their posts on Facebook, as indicated by the considerably higher total Engagement vs 24h Engagement industry averages (more on that analysis here).
  7. 7. Top terms on Facebook The top terms chart gives a snapshot of the most used or engaging posting topics. Hashtags and URL’s here reveal campaign themes among the brands.
  8. 8. Top Posts on Facebook Two of the top 5 posts for this period are videos. The 24-hour engagement number indicates that three of the five posts were likely heavily promoted. (FInd out more about the 24-hour engagement feature here.)
  9. 9. Be notified when reports like this are available from Zuum: Subscribe For more information about Zuum’s capabilities and pricing, please contact sales@zuumsocial.com ZuumSocial.com Subscribe © 2015 Zuum

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