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FMCG Social Media Insights and Benchmarks by Region

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FMCG Social Media Insights and Benchmarks by Region Q3 2016 FMCG FOOD Regional Insights & Benchmarks About Socialbakers Socialbakers is the trusted social media analytics partner to thousands of enterprise brands and SMEs, including over 100 companies on the 2015 Fortune Global 500. Socialbakers’ solutions help companies of any size ensure their investment in social media is delivering measurable business outcomes and Turning Digital Relationships into Growth. With over 2,500 clients across 115 countries, Socialbakers is the industry leader in social media analytics, tracking over 8 million social profiles across all major social platforms including Facebook, Twitter, YouTube, Instagram, LinkedIn, Google+, and VK. Socialbakers has been a Facebook Preferred Marketing Developer since 2011. About the Analysts Michaela Branova Michaela Branova is the Market Insights and Analytics Manager at Socialbakers. Her expertise is in looking for patterns and insights in social media data to uncover impactful conclusions for today’s social media marketers. Fedor Filimonov Fedor Filimonov is a Senior Solutions Consultant and Analyst at Socialbakers. He is responsible for advising strategic clients on their social media strategy and digital transformation journeys through the integration of social media data across discipline and departments. Fedor has delivered workshops for companies as diverse as SABMiller Europe, Philips, Avon, Weleda, Beiersdorf and others. This report looks at the FMCG Food industry on Facebook, Instagram and Twitter. We identify the quarter-to-quarter changes in a number of key performance metrics between Q3 2016 and Q2 2016. Our team of analysts have identified the three major changes that you need to keep an eye on for each region in Insights by Region, while the Benchmarks and Top Content chapters provide you with context for your social media performance, as well as inspiration for creating even better content from your industry’s top performers. Social media is a constantly-evolving landscape. You need the latest data to give context to your performance and plan for the future. Contents Insights by Region Facebook Benchmarks North America Facebook Top Content Latin America Twitter Benchmarks Brazil Instagram Benchmarks Europe, Middle East and Africa Facebook Social Customer Care Japan & Asia Pacific Twitter Social Customer Care Australia & New Zealand Executive Summary North America Number of Facebook Page Posts in Q3 2016 decreased by 31% compared to Q3 2015 An average North American FMCG Page tends to publish 1 post every 3-4 days on Facebook. This conservative approach to content production is an indicator of brands’ maturity and their focus on content quality over quantity. However, the most engaging brands still outperform market benchmark in terms of activity on Facebook: an average brand from the top 10 North American FMCG Pages in terms of Interactions published 79 posts in Q3 2016. Tip: Do not immediately decrease the volume of content you are planning to publish in 2017. Analyze what works best for your brand first and only then start gradually posting less content (aiming to have 1 new post per 3-4 days) while increasing your investment in the best posts at the same time. North American FMCG Food brands promoted 33% of Facebook posts in Q3 2016 The number of promoted posts by North American FMCG Pages in Q3 2016 grew by 33% annually. This was the slowest annual growth of promoted posts across all regions. This might be explained by the highly competitive nature of the market in North America along with more digitally savvy consumers. North American brands are forced to diversify their paid media budget across multiple formats and channels (for example, Instagram ads and Snapchat), which leads to a more conservative growth of Facebook paid content compared to other regions. Facebook videos experienced the highest annual growth in engagement compared to other content types Facebook video engagement for North American FMCG brands grew by 124% annually. While photos are still the most engaging type of content by a slight margin, video is undoubtedly the future of social media marketing. Pillsbury, the most engaging North American brand, is the perfect illustration of this trend: 68% of their Facebook posts were by videos. The brand focused on publishing short video recipes that established themselves as one of the best-working content tactics in the FMCG industry over the last few years. Pillsbury’s most engaging post in Q3 2016 accumulated 495,122 Shares (that’s 88% of Total Post Interactions) and 16+ million views - not too bad for an organic post! Tip: Pillsbury should have promoted this video to drive even more engagement. Executive Summary Latin America LATAM FMCG Food brands were the most active brands on Facebook worldwide in Q3 2016 LATAM FMCG brands were publishing new content every other day on average in Q3 2016. This means that LATAM is a highly competitive market in terms of content volume and it is now more important than ever for marketers to focus on content quality, perfect timing and a smart paid strategy to ensure their posts reach their target audience on Facebook. The key question for marketers in 2017 is not “how do I create more content?”, but “how do I create better content?” Focus on quality and make sure you deliver value to your audience every time you post. LATAM FMCG brands promoted the lowest number of posts on Facebook worldwide in Q3 2016 An average LATAM FMCG brand promoted 20% of posts on Facebook in Q3 2016. Along with high activity in terms of the volume of published content, this indicates that the majority of LATAM FMCG Pages strived to drive engagement mainly through total number of posts, with conservative paid media support behind them. However, if we look at the top 10 brands in terms of Total Interactions, the average share of promoted posts is significantly higher (65%, with 3 brands out of 10 promoting all of their posts). Tip: If you would like to compete with the most engaging LATAM FMCG brands in 2017, do not immediately adopt a paid-only strategy. Instead, analyze what type of content worked best for you, your competitors and industry in general, apply these insights to your strategy, and start heavily promoting only your best-performing organic posts. This way you will avoid all the risks of a paid-only strategy while increasing your brand’s engagement and relevance. Engagement growth of Facebook videos slowed down from 90% annually to 0.6% quarterly LATAM FMCG brand still heavily rely on photos (the most engaging type of content in Q3 2016 with a median 215 Interactions per post) in their content strategy: for an average page from the top 10 brands in terms of Total Interactions, photos represented 85% of all posts. This explains the lack of growth in video engagement in Q3 2016 compared to Q2 2016. In 2017 LATAM FMCG brands should strive to diversify their strategy with more types of content, especially video, to keep their communities engaged. Executive Summary Brazil Brazilian FMCG Food brands lead the industry in terms of Engagement and Community Size worldwide In Q3 2016, the average Brazilian FMCG brand grew its community by 9% and its total interactions by 16% on Facebook. Such steady growth in a market that is already a worldwide leader in these worldwide represents a big challenge for Brazilian brands: having a smart content, publishing & promotion strategy will be vital for them to cut through the clutter on Facebook in 2017. Brazilian FMCG brands promoted 40% of their Facebook posts in Q3 2016 - an 85% annual increase The average share of promoted Facebook posts among Brazilian FMCGs was not the highest in the world - it was outperformed by Australia & New Zealand (brands in that region promoted 67% of their posts). However, if we look at the top 10 FMCG brands in Brazil in terms of Total Interactions, we see a trend of the most engaging brands going for a paid-only strategy: the average brand from the top 10 promoted 79% of its content on Facebook, with 6 of those brands promoting more than 90% of their posts. Link posts on Facebook grew by 305% annually This trend is quite specific to Brazil: brands in this region tend to heavily rely on GIFs instead of videos in their content strategy, which drives the overall engagement stats of Links (GIFs are reported as Links in the Facebook API). For example, for Mundo Fini (#2 brand in Brazil FMCG in terms of Total Interactions) links represented 36% of the brand’s posts in Q3 2016, with half of those links being GIFs (example 1, example 2). These GIFs generated 196,099 Interactions for Mundo Fini in Q3 2016. Tip: If you do not have sufficient resources for producing quality video content on a regular basis, start including GIFs in your content strategy to keep it diverse and entertaining for your audience. Executive Summary Europe, Middle East and Africa Photos were still the most engaging Facebook content type for EMEA FMCG Food brands in Q3 2016 In spite of significant annual growth of video engagement (104%), photos still received more average Interactions among EMEA FMCG brands on Facebook. This can be explained by the slow adoption of native Facebook video by EMEA brands - for the average page from the top 50 most engaging in the region, videos represented just 10% of total posts. We expect more brands to embrace video content in 2017, especially in FMCG where this type of content has tremendous potential for brands (for example, recipe videos have already proven themselves as a stellar way to drive engagement). EMEA FMCG Food brands promoted 34% of Facebook posts in Q3 2016 With 70% annual growth in the share of promoted Facebook posts, it is clear that EMEA FMCG brands are increasing their investment in paid content on Facebook.
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