Presence of brands on social platforms can help them catapult their business to the another level and all the consumer brands are now working on improving their online presence. L2 has conducted a research to assess the social performance of 382 leading brands around the world, drawing them from 8 verticals across 17 different platforms and reported that they are active, on an average, on seven social platforms each. The study also found that brands presence across social platforms does not guarantee greater engagement from fans. It also observed that local networks are capable of delivering better results in the areas where they are having strong social presence instead of bigger social media platforms such as YouTube and Facebook. Here is how the consumer brands using social media.
Consumer brands performance across social media
Almost all the major consumer brands were seen active on popular social media sites like YouTube, Facebook and Instagram. With the presence on 13 social sites, Adidas emerged as the clear leader while Uniqlo, Honda, Gap, Toyota and Asos are present on 12 social sites. Auto brands were seen as most active averaging 9.8 platforms and fashion brands across 8.2 platforms. Out of this lowest placed were personal health care brands and beer brands with presence across only 5.5 and 5.4 platforms respectively.
But surprisingly, brands with the maximum presence over social platforms were not forerunners in terms of fan base and engagement. Burberry, Dior and Chanel are only brands which performed best on the front.
Image based social sites such as Pinterest and blogging platform Tumblr and Vine showed the mixed results and 24 brand owners left Tumblr last year and 55% account holders on Vine didn’t post anything on network over period while Pinterest has failed to show improvement in the absolute engagement.
Though Snapchat is not really so popular among the brand owners and its demographics are alluring because of which brands might just feel drawn towards it. But like any other platform it will ultimately content for sustained attention from users and promise high rate of engagement brands. In contrast to all other social media platforms, Instagram has shown higher fan engagement rates guarantees highest rate of interaction, even higher than Facebook too.
While brands on Facebook continue to flock this site awed by the huge user base and the organic reach of site has fallen by 16% in April 2012 less than 7% now and continues to the plummet.
L2 says, “The networking giant urged the brands to invest heavily into building large communities on their platform, only to ask them to pay later for accessing their fans”.
Social scene is undergoing the constant and rapid explosion and the brands to leverage themselves effectively across the social media platforms and consumer brands have to learn to adapt this changed environment to get both worlds visible and engaged.