Report Period: February 1 - February 28, 2015

Social Media Analysis for the CPG Energy Drink Industry

A benchmark and content analysis of what energy drink brands are doing on Facebook, Twitter YouTube, Instagram, Google+ and Pinterest. Brands analyzed are Red Bull, Monster Energy, Burn Energy Rockstar Energy and 5-Hour Energy.

Summary

Energy drinks have long been innovators in the content marketing space. So it’s enlightening to check out the posting habits, engagement levels, and themes of the top campaigns in this industry. In this report, we’ll analyze 5 category leaders. Red Bull, Monster Energy, Burn Energy, Rockstar Energy and 5-hour Energy.

Highlights❖ Exceptionally high volume of posting on YouTube, led by Red Bull’s 98 videos posted❖ While Facebook has more than 75% of the total fan count, fan growth rate on Facebook is

significantly lower than every other network. ❖ Despite having about 7% of the fans that Facebook does, Instagram averaged more than 5x

the engagements generated by content than Facebook.

Report Period: February 2015

How fans are distributed across the social networks1 & 2: Two very large social accounts dominate the landscape. Red Bull and Monster Energy on Facebook. They combine for more than 75% of the total fan count.

How fast are the brand’s social accounts growing?1: Facebook is the slowest growing network, by far. That’s expected, given Facebook’s market saturation.

Which networks have the highest engagement rates?1: Instagram’s high engagement rate relative to Facebook isn’t surprising, as it has far smaller community sizes.

2: However, community sizes on Twitter are relatively similar to those on Instagram, and the engagement rates between the two networks are quite different.

Which networks deliver the most engagements?1: Note how despite the relatively small community sizes on Instagram, the brands’ Instagram accounts are providing the vast majority of total engagements.

Where do brands do most of their posting?1: This industry is notable for it’s overall high posting volume. YouTube in particular stands out, as even 10 or 8 videos a month would be a significant amount for many brands.

Notable Campaigns Running In February

#my5hour: Top PostsBrand:5-hour Energy

Campaign employs a broad hashtag, with #my5hour covering a range of brand fantasy scenarios.

#my5hour: Campaign OverviewBrand: 5-hour Energy

The campaign has run consistently throughout the month of February.

However, engagement has fallen off significantly in the second half of the month. One change was the decreasing use of Facebook.

#my5hour: Campaign ThemesContent themes primarily focus on the taste of the improved flavor.

Beyond that, a broad range of topics have been engaged.

#supercross: Top PostsBrand:Monster Energy

Fast, dangerous and flashy, supercross is a sport seemingly designed for the energy drink category to promote.

#supercross: Campaign OverviewBrand: Monster Energy

The campaign is on Instagram and Twitter, but not Facebook. That’s surprising given that Facebook is Monster Energy’s largest social network in terms of fan count.

#supercross: Campaign ThemesA range of topics used in their 15 posts. Red topics indicates posts on that topic had a higher average engagement rate. Larger topics indicate the volume of use.

Brand: Burn Energy

Burn shows the artistic side of the energy drink category in this campaign series promoting a contest for DJs to win a trip to Ibiza.

The most engaging Twitter post (far right) clearly lays out the contest.

#BurnResidency: Top Posts

#BurnResidency: Campaign Overview The brand heavily concentrates posting on Instagram (82%). That’s a key factor to it having the highest overall engagement rate of these three campaigns.

#BurnResidency: Campaign ThemesThe campaign was all about posting

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