An analysis of how the social media communities for over 100 companies in 12 different industries are distributed across the major social media networks.

Report: Where The Fans Are

April 22, 2014

Executive Summary

“Where The Fans Are” is an analysis of which brands have what size communities on the major social media networks of Facebook, Twitter, YouTube, Instagram, Google+, and Pinterest. The report analyzes over 100 brands spread across 12 different industries.

Data highlights and key takeaways:

● Large differences in average community size between industries

● Only one brand had more Twitter followers than Facebook fans: Whole Foods

● Only one brand has the largest overall community in more than one social network: H&M

● The single highest social network community size is 80m: Coca-Cola on Facebook.

● The single highest Twitter following is 4m: Dior.

Industries analyzed: CPG - energy drinks, auto manufacturers, beauty, CPG - yogurt, CPG - snack foods, QSR burgers, supermarkets, CPG - fruit juices, clothing (mainstream), CPG - Italian foods, CPG - pet foods, and CPG - soft drinks.

Fan counts are as reported end of day April 22, 2014 using Zuum.

Social Network Leaderboard

Brand High Brand Low Industry High Industry Low

Facebook Coca Cola81.6M

Al Dente Pasta1.3K

Soft Drinks23.7M

Italian Foods265K

Twitter Dior 4.7M

Langer’s Juice246

Soft Drinks943K

Italian Foods9K

YouTube Redbull3.5M

Ralph’s10

Energy Drinks686K

Fruit Juices555

Google+ H&M4.3M

Dannon13

Auto Manufacturers1.5M

Yogurt 229

Instagram H&M2.1M

Rao’s Specialty Foods58

Energy Drinks 472K

Italian Foods1.4K

Pinterest Whole Foods183K

Pedigree22

Supermarkets32K

Burgers 1.1K

Total Coca Cola85.8M

Al Dente Pasta1.9K

Soft Drinks25.3M

Italian Foods274K

Red Bull is showing their content marketing leadership with impressive community numbers across social networks.

Facebook is still more than 80% of their social media audience, though, underscoring that network’s dominant community numbers.

Red Bull has the highest YouTube subscriber count of any brand in this report.

The Energy Drink category had the highest average Instagram follower count.

CPG - Energy Drinks

CPG - Auto ManufacturersNarrow range of Facebook page fan counts for this many brands in the same industry.

Unusual for so many brands in an industry to have more Google+ PlusOnes than Facebook fans. That’s likely an indicator of the value of search traffic in the auto purchasing funnel. With low community engagement rates, Google+’s primary value seems to be in better search rankings for key topics the brands post about.

CPG - BeautyNumerous brands with high fan counts on Facebook, as well as on other networks.

NYX is notable for having more Instagram followers than Facebook fans.

CPG - YogurtChobani has several fan strongholds outside of Facebook relative to their competitors. This could open opportunities to build relationships on a platform with little direct industry competition.

CPG - Snack FoodsVery heavily weighted towards Facebook. Almost no presence outside of that beyond a few brands with decent, although still relatively minimal, Twitter followings.

CPG - QSR - BurgersMcDonald’s shows impressive lead across Facebook, Twitter and YouTube.

Smaller brands, like In-N-Out, tend to focus on fewer networks.

CPG - SupermarketsWhile not technically supermarkets, food-sellers like Walmart and Target show the potential for growing their business based on brand popularity.

Whole Foods is an example of how passion-based brands can acquire core audiences in some of the less-popular networks.

This category has the highest Pinterest average fan base in this report.

CPG - Fruit JuicesLow average fan counts.

Smaller brands tend to concentrate their activities on fewer social networks.

CPG - Clothing - MainstreamHigh total fan counts.

Interesting disparity in Google+ numbers.

CPG - Italian FoodsThis grid demonstrates how - relative to the other industries - some smaller CPG brands have moved slowly into social media.

CPG - Pet FoodsThe pet category is a highly visual one, so it’s surprising to see relatively small account sizes for both Instagram and Pinterest.

CPG - Soft DrinksLargest industry average facebook page size, as well as overall total average.

Coca-Cola largest overall Facebook page and total community size.

Surprising lack of secondary network adoption by mid-level brands.

Note how many brands have more Facebook fans than Pepsi. Pepsi is very strong on Twitter and YouTube, but those networks aren’t able to bring up their overall Total community rank. Further indication of Facebook’s dominance in fan count.

About This Report

Where The Fans Are

Marketing dollars always follow the consumers, so where the consumers are hanging out is a key part of any social media or content marketing strategy.

This report assesses the fan counts across Facebook, Twitter, YouTube, Google+, Instagram and Pinterest, for over 100 major brands in 12 different industries. It highlights industry and individual leaders for each of the social networks reported on.

This report was developed by Zuum, using the Zuum social content strategy tool. Beyond these high-level numbers, we also have extensive benchmarking and content analysis data on all competitors on all social networks. We also have a Google Analytics integration.

All data presented is for totals at the end of April 22, 2014 unless otherwise stated. Averages shows are only for cells with values.

For more information about it’s capabilities and pricing, please contact sales@zuumsocial.com

ZuumSocial.com

Zuum is a social content strategy tool