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. Even in Q3 2016, the majority of the most engaging brands have already adopted a risky “paid-only” strategy - 6 out of 10 top brands in terms of Total Interactions promoted more than 95% of their posts.
EMEA FMCG Food brands decreased their activity on Twitter by 41% in Q3 2016 compared to Q3 2015
With significant annual decreases in the number of published Tweets (41%), median Interactions (24%) and median number of Followers (39%), it is clear that Twitter is steadily losing relevance for EMEA FMCG brands. The only exception is the UK, where brands from this market alone were responsible for 36% of the Total Interactions on Twitter in EMEA FMCG in Q3 2016. Executive Summary Japan & Asia Pacific
Video is the most engaging Facebook content type in JAPAC with 163% annual growth
Video content from JAPAC brands experienced the highest annual growth in terms of Engagement on Facebook worldwide. This is an indicator of brands quickly adapting to the trend of native Facebook video. In 2017, we expect to see more diversification in brands’ video strategy via integration of more formats such as Facebook Live, Facebook 360 videos and VR.
The Share of Promoted Posts on Facebook increased by 123% annually
While the average JAPAC FMCG Page promoted 23% of its content on Facebook, the annual growth of the share of promoted posts in this region was the highest globally at 123%. The “paid-only” strategy is not that popular among JAPAC FMCG brands. While the average share of promoted posts among the top 10 brands in terms of Total Interactions (55%) is higher than the market average (23%), only 1 brand out of 10 promoted 100% of their posts. This can be explained by companies striving to promote only the best-performing Facebook content instead of investing budget in every piece of content they post. From our own research we know that this is the right paid strategy: if marketers promote all of their posts, their performance tends to be 25% worse than if they promote only their best-performing content.
JAPAC FMCG Food brands had the highest median Followers on Twitter worldwide in Q3 2016
In spite of leading in terms of Followers, JAPAC FMCG brands still experienced a significant annual decrease across all metrics on Twitter. Overall, Twitter numbers for JAPAC are heavily influenced by Japan, where this platform is still among the most popular social media channels: two Japanese Twitter profiles received 73% of all Interactions from JAPAC FMCG benchmark in Q3 2016. Executive Summary Australia & New Zealand
Australian & New Zealand FMCG Food brands were the least active on Facebook in their industry worldwide in Q3 2016
The average brand from this region published 18 posts in Q3 2016. Australian & New Zealand FMCG brands also had the highest share of promoted Facebook posts, promoting 67% of their content on average. This is an indicator of two trends:
Brands in the region are focusing on quality of content rather than quantity Brands understand that investment in distribution of content is just as important as investment in content production
Facebook video engagement grew by 117% annually
While photos were still the most engaging Facebook content type for FMCG brands in Australia and New Zealand, engagement on videos drastically grew in Q3 2016 compared to Q3 2015. Cadbury Dairy Milk New Zealand’s Page is a great example of a diverse video strategy: videos represented 46% of their posts in Q3 2016, covering a variety of topics: from introducing new campaigns and products to stories about “Joy Ambassadors” supporting the New Zealand Olympic team in Rio. This strategy helped Cadbury secure place among the top 10 FMCG brands in Australia & New Zealand in terms of Total Interactions.
Facebook Fan Growth decreased by 45% for Australian & New Zealand FMCG Food brands in Q3 2016
Australian and New Zealand FMCG brands experienced the biggest quarterly (45%) and annual (68%) decrease in terms of Fan Growth worldwide. This is an indicator of brands moving away from “vanity metrics” (such as number of Fans) to focusing on having an engaged community, and connecting their social media strategy with business objectives through targeted social media advertising (for example, driving people to the brand’s website as illustrated by 30% quarterly growth in engagement on Facebook link posts in Q3 2016). Benchmarks North America
Community Size Activity
Total Fans Growing at Posts QoQ 151 143 0.8% 25 7.4%
Engagement Paid Media
Amount of Interactions QoQ QoQ YoY Promoted Post 6 442 0.5% 33.3% 6.6% 33.3%
Post Engagement by Type
Links Photos
Interactions QoQ QoQ 70 10.6% 282 0.8%
Statuses Videos
Interactions QoQ Interactions QoQ 20 15.9% 222 3.5% Benchmarks Latin America
Community Size Activity
Total Fans Growing at Posts QoQ 79 175 2.13% 49 2%
Engagement Paid Media
Amount of Interactions QoQ QoQ YoY Promoted Post 11 726 11.1% 19.7% 17.9% 55.1%
Post Engagement by Type
Links Photos
Interactions QoQ QoQ 117 31% 215 14.3%
Statuses Videos
Interactions QoQ Interactions QoQ 30 9.1% 177 0.6% Benchmarks Brazil
Community Size Activity
Total Fans Growing at Posts QoQ 184 986 1.63% 34 10.7%
Engagement Paid Media
Amount of Interactions QoQ QoQ YoY Promoted Post 22 320 16.2% 40% 4% 84.7%
Post Engagement by Type
Links Photos
Interactions QoQ QoQ 352 15% 530 9.8%
Statuses Videos
Interactions QoQ Interactions QoQ 14 26.3% 460 14.6% Benchmarks Europe, Middle East and Africa
Community Size Activity
Total Fans Growing at Posts QoQ 58 927 0.7% 29 6.5%
Engagement Paid Media
Amount of Interactions QoQ QoQ YoY Promoted Post 6 392 13.5% 34% 2.2% 70.4%
Post Engagement by Type
Links Photos
Interactions QoQ QoQ 127 0.1% 266 0.7%
Statuses Videos
Interactions QoQ Interactions QoQ 33 38.5% 189 3.2% Benchmarks Japan & Asia Pacific
Community Size Activity
Total Fans Growing at Posts QoQ 92 455 1.6% 33 4.4%
Engagement Paid Media
Amount of Interactions QoQ QoQ YoY Promoted Post 13 538 8.4% 23.1% 4.8% 123%
Post Engagement by Type
Links Photos
Interactions QoQ QoQ 213 4% 292 11.5%
Statuses Videos
Interactions QoQ Interactions QoQ 43 9.5% 391 2.4% Benchmarks Australia & New Zealand
Community Size Activity
Total Fans Growing at Posts QoQ 45 741 0.99% 18 5.3%
Engagement Paid Media
Amount of Interactions QoQ QoQ YoY Promoted Post 5 901 5.7% 66.6% 9.5% 63%
Post Engagement by Type
Links Photos
Interactions QoQ QoQ 169 30.1% 383 1.5%
Statuses Videos
Interactions QoQ Interactions QoQ 34 111.5% 198 14% Top Content North America Organic
Pillsbury 6th August, 2016
Pillsbury Weekend mornings call for these Easy Bacon Betty Crocker and Egg Cups! 30th September, RECIPE: http://bit.ly/2b0QmZZ 2nd August, 2016 2016
Waffles will never be the same. RECIPE: http://bit.ly/2dwVWb9 Move over zucchini bread! Here’s a new classic to make when your garden’s overflowing: http://bit.ly/2arxgN8
Total Interactions 474 639
Reactions 44 717
Comments 14 262 Total Interactions 92 124 Total Interactions 113 623 Shares 415 660 Reactions 10 708 Reactions 16 065 Comments 1 596 Comments 3 303 Shares 79 820 Shares 94 255 Top Content North America Paid
Pillsbury 5th August, 2016
Pillsbury We can’t get enough of this Peach Slab Pie Applegate topped with cookie dough! 7th September, RECIPE: http://bit.ly/2b0M0lr 28th July, 2016 2016
You’re only 5 ingredients away from this taco night favorite! RECIPE: http://bit.ly/2bHUI9k
Total Interactions 183 152
Reactions 26 792
Comments 1 535 Total Interactions 156 938 Total Interactions 179 303 Shares 154 825 Reactions 137 511 Reactions 45 346 Comments 2 335 Comments 3 639 Shares 17 092 Shares 130 318 Top Content Latin America Organic
Krispy Kreme Puerto Rico 10th August, Crunch México 2016 Knorr 14th August, ¡Desde hoy a todas nuestras tiendas llega la 22nd September, nueva BROWNIE TWIST! 2016 ¡DELICIOSA e IRRESISTIBLE con su masa de 2016 brownie, icing de brownie y pedacitos de ¡Tú eliges quién se queda! La competencia va ¿A quién se le hubiera ocurrido llenar un pan brownie en cada bocado! #BrownieTwist muy reñida y queda poco tiempo. Entra ya a de campo con verduras grilladas? A nosotros. www.crunch.com.mx y elige tu sabor favorito. Dale play y fijate cómo hicimos.
Total Interactions 47 684
Reactions 26 333
Comments 9 572 Total Interactions 34 320 Total Interactions 36 644 Shares 11 779 Reactions 20 056 Reactions 36 219 Comments 955 Comments 397 Shares 13 309 Shares 28 Top Content Latin America Paid
Bimbo México 7th July, 2016
Pan Dulce ¿A quién no le ha pasado? Al menos te quedan Soy Bimbo Nito las Bol-sándwich con los personajes de la peli. Bimbo 12th July, 25th July, 2016
2016 No te dejes engañar por las apariencias. ¡Descubre La Vida Secreta De Tus Mascotas Ser Nito es cuestión de actitud. #SoyNito con Pan Dulce Bimbo!
Total Interactions 442 632
Reactions 424 590
Comments 3 107 Total Interactions 206 535 Total Interactions 283 350 Shares 14 935 Reactions 204 836 Reactions 279 423 Comments 885 Comments 1 653 Shares 814 Shares 2 274 Top Content Brazil Organic
SAZÓN Brasil 29th August, 2016
GAROTO Salada Leve com Tempero Sazón® Toque Heinz Brasil de Limão é a pedida de hoje! Leva apenas 14th July, 15 minutos para ficar pronta e é ideal para 18th July, um almoço #maisgostoso! Veja aqui: 2016 http://goo.gl/M93sGP 2016
Vem aí o novo BATON Creme Morango! Uma combinação de ingredientes naturais, Recheio com Morango e +Leite. É fruta que dá selecionados e com muita qualidade. até pra sentir! Quem aí acertou? #Baton #seufil- Tá na cara que é Heinz. #ninguemfazmelhor homerece #novidade # # #Garoto #Chocolate
Total Interactions 66 116
Reactions 63 648
Comments 1 111 Total Interactions 19 924 Total Interactions 58 283 Shares 1 357 Reactions 19 745 Reactions 48 258 Comments 100 Comments 4 683 Shares 79 Shares 5 342 Top Content Brazil Paid
Mundo Fini 21st September, 2016
Cacau Show There are two types of people in the world: Nescau those who prefer our tubes well honeys, and 29th August, those that like the tubes with that touch more 18th August, azedinho. And then, what is your favorite? 2016 Choice by the reaction. ;) 2016
The Festival of truffles of cinema is still in Respeitar quem está fora da quadra também theaters! Shopping above $ 15,00, you earn faz parte do jogo. Marque aqui quem sempre 1 ticket for anyone who wants to watch one of agiu assim. #AprendiJogando these 3 movies: I’m ryca, a boyfriend to my wife or nerve - a game without rules. Click here and visit the regulation: http://bit.ly/2aXlKpD. Promo- tion valid until 11/09/2016 or while stocks last.
Total Interactions 1 310 649
Reactions 1 276 536
Comments 20 625 Total Interactions 435 456 Total Interactions 436 232 Shares 13 488 Reactions 424 418 Reactions 417 083 Comments 3 320 Comments 13 373 Shares 7 718 Shares 5 776 Top Content Europe, Middle East and Africa Organic
Chipsy Egypt 5th September, 2016
Kashmir ؟بورغ الو قورش هد اوركتفت Cornetto 5th July, Banaspati & 2016 Cooking Oil
The recipe of true love? Passion, tenderness 14th August, and a hint of altruism 2016
This Pakistan Day, we’re going desi so say yes to the tasteful Bun Kebab! Kyunke Pakistani hone main hai #JeenayKaMaza!
Total Interactions 89 556
Reactions 83 821
Comments 5 479 Total Interactions 70 343 Total Interactions 74 571 Shares 256 Reactions 68 714 Reactions 60 711 Comments 255 Comments 4 903 Shares 1 374 Shares 8 957 Top Content Europe, Middle East and Africa Paid
LaysPakistan 7th July, 2016
Magnum Share your selfie with the smiles pack and Cornetto hashtag #passAsmile on Instagram or as a public 3rd September, post on Facebook to WIN an iPod DAILY!!! 6th July, 2016 2016
Pleasure Seekers, how many faces can you International superstar Qurram Hussain (Q from see? Comment below and stay posted to find Josh) and the immensely talented Komal Rizvi out whats coming next! collaborate together for the first time to bring to you Desan Da Raja only for #CornettoPopRock season 1. For more exciting content log on to www.cornettocupidity.pk
Total Interactions 378 067
Reactions 371 642
Comments 3 721 Total Interactions 246 966 Total Interactions 306 392 Shares 2 704 Reactions 185 114 Reactions 300 724 Comments 9 612 Comments 2 876 Shares 52 240 Shares 2 792 Top Content Japan & Asia Pacific Organic
Del Monte Kitchenomics 22nd August, Del Monte 2016 Kashmir Kitchenomics Keep your loved ones warm this rainy season Banaspati & with Del Monte Kitchenomics’ comfort food 23rd August, recipes that will instantly brighten up their Cooking Oil mood! Let us know which recipes are your 2016 family’s favorites. 14th August,
Keep your loved ones warm this rainy season 2016 with Del Monte Kitchenomics’ comfort food recipes that will instantly brighten up their This Pakistan Day, we’re going desi so say yes mood! Let us know which recipes are your to the tasteful Bun Kebab! Kyunke Pakistani family’s favorites. hone main hai #JeenayKaMaza!
Total Interactions 87 186
Reactions 13 305
Comments 440 Total Interactions 70 343 Total Interactions 87 186 Shares 73 441 Reactions 68 714 Reactions 13 305 Comments 255 Comments 440 Shares 1 374 Shares 73 441 Top Content Japan & Asia Pacific Paid
Cadbury Dairy Milk 6th September, Wall’s 2016 KitKat Indonesia It’s filled with such yummy ingredients, you’ll 14th July, experience a party in your mouth. Presenting 8th August, the new, chunky, Marvellous Creations. 2016 2016
Mention temen kamu yang mirip sama Feast! Are you in the mood to take a break? Then Ajakin ngemil Feast juga yah biar #JadiHappy :) go ahead and click on this video because, Whoever You Are, However You Break. Have a break, have a KitKat!
Total Interactions 521 163
Reactions 503 146
Comments 4 361 Total Interactions 397 961 Total Interactions 519 955 Shares 13 656 Reactions 385 795 Reactions 517 229 Comments 4 185 Comments 1 679 Shares 7 981 Shares 1 047 Top Content Australia & New Zealand Organic
Whittaker’s Chocolate Lovers Arnott’s 18th August, Lewis Road Shapes 2016 Creamery 8th September, Hello Chocolate Lovers. We can’t wait for you 18th September, to try our new Kiwi Klassics. In stores Monday :) 2016 2016
Original Pizza is now back and available along- Just for you, Roadies. Made with real strawber- side other original Shapes favourites - Original ries, and here for the summer. OOB Organic Barbecue, Chicken Crimpy and Savoury!
Total Interactions 54 468
Reactions 23 493
Comments 21 097 Total Interactions 13 543 Total Interactions 36 233 Shares 9 878 Reactions 9 824 Reactions 15 341 Comments 3 289 Comments 16 887 Shares 430 Shares 4 005 Top Content Australia & New Zealand Paid
Streets Ice Cream 6th September, Cadbury Dairy 2016 Doritos Milk Introducing the ultimate food love-child, a mash-up 23rd September, of Golden Gaytime and Cornetto... the Golden 15th September, Gaynetto. Look for it in a Woolworths or corner 2016 2016 store near you!
A huge congratulations to Dylan Alcott, Cadbury Ambassador, on winning his 2nd Paralympic Gold medal at Rio 2016 in wheelchair tennis! You’re an Aussie legend! #FreeTheJoy #WeBelieve
Total Interactions 142 077
Reactions 74 216
Total Interactions 71 947 Comments 55 074 Total Interactions 68 855 Reactions 67 897 Shares 12 787 Reactions 4 601 Comments 1 754 Comments 63 462 Shares 2 296 Shares 792 Benchmarks North America
Community Size
Followers Growing at 8 606 2.08%
Activity
Tweets Growing at 26 28%
Engagement
Interactions Growing at 194 24% Benchmarks Latin America
Community Size
Followers Growing at 3 216 1.7%
Activity
Tweets Growing at 21 18%
Engagement
Interactions Growing at 34 34% Benchmarks Brazil
Community Size
Followers Growing at 2 377 0.6%
Activity
Tweets Growing at 8 20%
Engagement
Interactions Growing at 18 5% Benchmarks Europe, Middle East and Africa
Community Size
Followers Growing at 4 851 2.03%
Activity
Tweets Growing at 19 22%
Engagement
Interactions Growing at 113 33% Benchmarks Japan & Asia Pacific
Community Size
Followers Growing at 11 837 1.16%
Activity
Tweets Growing at 39 26%
Engagement
Interactions Growing at 85 15% Benchmarks Australia & New Zealand
Community Size
Followers Growing at 1 869 3.99%
Activity
Tweets Growing at 11 31%
Engagement
Interactions Growing at 55 6% Benchmarks Global
Median Community Size
Followers QoQ 5 386 35.1%
Activity Engagement
Interactions Posts QoQ QoQ 20 4.8% 2 322 1.6%
Post Engagement Post Engagement
Interactions QoQ Interactions QoQ 168 16% 142 5.9% Social Customer Care North America
Question Response Rate
QoQ YoY 57.97% 11.8% 2.4%
Question Response Time
QoQ 29h 4min 13h 25min
# of Questions
QoQ YoY 15 167 11% 12.2% Social Customer Care Latin America
Question Response Rate
QoQ YoY 49.18% 17.4% 19.8%
Question Response Time
QoQ 32h 28min 45h 19min
# of Questions
QoQ YoY 2 861 9.4% 18.8% Social Customer Care Brazil
Question Response Rate
QoQ YoY 62.27% 8% 5.6%
Question Response Time
QoQ 25h 18min 29h 11min
# of Questions
QoQ YoY 1 227 2.3% 37.1% Social Customer Care Europe, Middle East and Africa
Question Response Rate
QoQ YoY 59.71% 17.8% 19.3%
Question Response Time
QoQ 33h 7min 27h 8min
# of Questions
QoQ YoY 16 215 2.5% 10.9% Social Customer Care Japan & Asia Pacific
Question Response Rate
QoQ YoY 67.37% 9.9% 12.3%
Question Response Time
QoQ 31h 4min 53h 24min
# of Questions
QoQ YoY 3 592 16.7% 33.8% Social Customer Care Australia & New Zealand
Question Response Rate
QoQ YoY 75.94% 25.3% 5.0%
Question Response Time
QoQ 32h 32min 19h 52min
# of Questions
QoQ YoY 3 043 41.5% 3.3% Social Customer Care North America
Question Response Rate
QoQ YoY 18.6% 82.4% 74.4%
Question Response Time
QoQ 13h 42min 6h 3min
# of Questions
QoQ YoY 39 175 47.2% 3.5% Social Customer Care Latin America
Question Response Rate
QoQ YoY 38.4% 81% 115.9%
Question Response Time
QoQ 13h 45min 6h 58min
# of Questions
QoQ YoY 15 528 15.3% 9.7% Social Customer Care Brazil
Question Response Rate
QoQ YoY 17.1% 608.9% 10.5%
Question Response Time
QoQ 14h 28min 7h 49min
# of Questions
QoQ YoY 2 864 88.6% 13.5% Social Customer Care Europe, Middle East and Africa
Question Response Rate
QoQ YoY 27.5% 18.2% 11.6%
Question Response Time
QoQ 13h 5min 5h 17min
# of Questions
QoQ YoY 36 895 1% 35% Social Customer Care Japan & Asia Pacific
Question Response Rate
QoQ YoY 19.9% 25.5% 28%
Question Response Time
QoQ 12h 26min 3h 30min
# of Questions
QoQ YoY 6 752 47.2% 12.2% Social Customer Care Australia & New Zealand
Question Response Rate
QoQ YoY 18.9% 39.7% 4.8%
Question Response Time
QoQ 13h 55min 6h 8min
# of Questions
QoQ YoY 1 095 44.7% 0.7% For more information, contact [email protected]
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