Who would have thought that Nescafé’s red cup and salary for life would continue to bring so much joy, not only to the lucky ones with the salary but to the brand itself, which continues to triumph, over the years, social networks? FMCG brands want to reach all audiences and for this, they have not hesitated to use social networks, although some have been more successful than others. Mahou, Nescafé, and Danone are the ones that achieve the best results on social networks, according to a recent study by Epsilon Technologies that establishes a ranking of the 45 most purchased consumer brands in Spain and their performance on social networks.
To Decide Which Brands Were Part of the Study, They Used
According to the study, “Mahou is the most viral brand and the second with the most interactions. Nescafé is the one that generates the most interactions. Pepsies is the leading brand in a number of fans and pastasgallo is the brand with the Belgium Business Fax List most engagement.” among all the brands analyzed, they add up to more than eight million fans and more than two million interactions. Which gives an average of 180 thousand followers per brand and twelve thousand interactions. Another interesting fact is the average number of interactions per post. Which reaches the figure of 172 and the average engagement of 7.8%. Instagram is the platform with the highest engagement rate (42.9%). In addition to being the one that needs the least investment.
What Has Led These Brands to Succeed in Social Networks?
For the final podium, the study produces an index that is the average of the shares of fans. Interactions, and virality over the total number of brands studied (virality being the sum of times shared on facebook and twitter). The first position goes to mahou (9.3) to which it mainly contributes being. “The most viral brand thanks to the results obtained with the mimahoupending campaign. Nescafé (9.2) occupies the second position by generating more than 11% of all interactions. Its draws and contests for the red cup are sweeping networks since. With gamification encourages participation. In the third position, danone (6.6) bases its strategy on healthy lifestyle habits and advice through animated content.