2016 Social Media Impact Report: B2C Industry Edition

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EXECUTIVE SUMMARY

We all learn from the best. So what could you learn from the best brands in your industry?

For this report, we used the TrackMaven software platform to analyze 10 months of content from 213 leading B2C brands on 5 key social networks to understand the impact of social media for B2C marketers.

THE B2C INDUSTRIES ANALYZED IN THIS REPORT INCLUDE:

The findings presented in this report show how industrydisruptive brands find audiences on saturated social networks, and how innovative social strategies keep long-established brands on top. We also compare the impact of different B2C industries on social media, including detailed industry breakdowns with best practices and recommendations.

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•

Apparel

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Hospitality

•

Automakers

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Insurance

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Consumer Products

•

Restaurants

•

Entertainment

•

Retailers

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Food & Beverage

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Telco & Cable

Learn which social networks drive the greatest impact for your peers, and see how your brand measures up against industry-specific benchmarks.

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I. Executive Summary

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II The B2C Social Media Landscape: How Do B2C Industries Stack Up On Social Media?

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How Do B2C Industries Stack Up By Audience Size?

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Where Do B2C Industries See Engagement?

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III. Industry Case Studies

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Apparel

12

Automakers

13

Consumer Products

14

Entertainment

15

Food & Beverage

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Hospitality

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Insurance

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Retailers

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Restaurants

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Telco & Cable

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IV. About the Data

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FOLLOWER GROWTH VS. ENGAGEMENT RATIO FOR B2C INDUSTRIES:

THE B2C SOCIAL MEDIA LANDSCAPE: HOW DO B2C INDUSTRIES STACK UP ON SOCIAL MEDIA?

JANUARY - OCTOBER 2015

Which industries drive the greatest ROI from social media? The graph to the right provides a high-level answer for B2C marketers.

Hospitality 50

This graph plots the average follower growth and content engagement — measured across Facebook, Twitter, LinkedIn, Instagram, and Pinterest — by industry.

The size of the bubble reflects the median total audience size for a brand in each industry on Facebook, Twitter, LinkedIn, Instagram, and Pinterest combined.

Analysis based on social media accounts from 213 B2C brands across Facebook, Twitter, Instagram, Pinterest, and LinkedIn from January 2015-October 2015.

40

35

% FOLLOWER GROWTH

Industries with the greatest average follower growth per brand score highest along the Y-axis. Industries with the greatest engagement ratio — measured as the average number of interactions per post per 1,000 followers — score highest along the X-axis.

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30

25 Entertainment

Insurance

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15

Apparel Automakers Consumer Products

Restaurants

10 Retailers

SOCIAL MEDIA AUDIENCE SIZE

5

0

0.5 Telco & Cable

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Food Beverage

ENGAGEMENT RATIO (Average Interactions Per Post Per 1000 Followers)

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4.5

5.0

5.5

B2C Social Media Landscape: Key Takeaways

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APPAREL, INSURANCE, AND ENTERTAINMENT BRANDS ARE IN THE SOCIAL MEDIA SWEET SPOT.

WHEN IT COMES TO SOCIAL ENGAGEMENT, AUTOMAKER BRANDS RULE THE ROAD.

Brands in these industries have both substantial audience growth and content engagement on social media, indicating highly impactful social content. The Apparel industry’s 18.62% average follower growth per brand is especially impressive given the large overall social following.

Across the B2C landscape, automakers have the most engaged social media audiences with an average engagement ratio of 5.62. Insurance brands are a distant second (2.43).

HOSPITALITY BRANDS ARE ADEPT AT GROWING THEIR AUDIENCES.

FOOD & BEVERAGE AUDIENCES ARE SHRINKING.

Across the B2C landscape, brands in the hospitality sector see the highest social media audience growth, with 53.34% follower growth on average, despite the fact that their engagement level is just middle-of-the-pack compared to the rest of the B2C industries.

Food & Beverage is the only industry with negative follower growth across the period of study (-0.06%). Across the industry, large beverage brands — including CocaCola and Dr. Pepper — experienced a decline in Facebook followers across 2015. This could be due to Facebook’s cleanup of inactive accounts, as well as due to the brewing backlash against big soda.

How Do B2C Industries Stack Up By Audience Size? The graph below displays the median social media audience size for B2C brands by industry across Facebook, Twitter, LinkedIn, Pinterest, and Instagram.

B2C SOCIAL MEDIA AUDIENCE SIZE BY INDUSTRY Apparel Automakers Restaurants Consumer Products

Twitter

Telco & Cable

Pinterest

Food & Beverage Linkedin Retail Instagram Hospitality Facebook

Entertainment Insurance 0.0

0.5

1.0

1.5

2.0

2.5

MEDIAN AUDIENCE SIZE BY CHANNEL By millions of followers

Analysis based on social media accounts from 213 B2C brands across Facebook, Twitter, Instagram, Pinterest, and LinkedIn from January 2015-October 2015.

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3.0

3.5

4.0

Audience Size: Key Takeaways

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FACEBOOK IS A FOLLOWER FEEDING GROUND. Across industries, B2C brands have the largest median audience sizes on Facebook. Among B2C industries, restaurant brands have the largest median Facebook audience (2.8 Million Page Likes).

APPAREL & AUTOMAKER BRANDS CULTIVATE CHANNEL VARIETY. While Facebook dominates the overall social audience for the majority of B2C industries, Apparel and Automaker brands have significant audiences on a diverse mix of channels.

APPAREL BRANDS ARE SOCIAL MEDIA BEHEMOTHS. On Instagram, Twitter, and Pinterest, Apparel brands sport the largest median audience sizes (952K, 545K, and 18K, respectively). Apparel brands also sport the 3rd largest median Facebook audience (2.3 million Fans).

CONSUMER PRODUCT AND BRANDS CONNECT ON LINKEDIN. At 748K, the median LinkedIn audience for Consumer Products brands is 5X greater than that of brands in all other B2C industries.

Where Do B2C Industries See Engagement? B2C SOCIAL MEDIA ENGAGEMENT RATIO BY INDUSTRY The graph below displays the engagement ratio — measured as the average number of interactions per post per 1,000 followers — on Facebook, Twitter, Instagram, Pinterest, and LinkedIn. In other words, the bigger the bubble, the more engagement a brand in the industry gets on that social network.

Consumer Entertainment Products

Apparel

Automakers

0.2

0.4

0.7

0.4

1.2

2.1

Food & Beverage

Hospitality

Insurance

Restaurants

Retail

Telco & Cable

0.6

0.6

0.3

0.4

1.0

0.2

0.2

1.2

1.0

0.9

2.6

1.9

0.8

0.4

20.2

9.3

Twitter

Facebook

Pinterest

28.3

13.6 3.5

3.8

75.5

0.4

2.6

0.2

1.1

1.1

0.3

1.8

0.8

1.0

0.6

1.4

0.5

0.5

13.7

40.6

15.2

14.9

34.7

20.8

48.6

15.0

17.9

9.0

Linkedin

Instagram

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Engagement Ratio: Key Takeaways B2C BRANDS FAIL TO ENGAGE ON TWITTER. Industry-wide, B2C brands see minimal engagement ratios on Twitter. Restaurant brands perform best on Twitter, but still sport a measly engagement ratio of 1 interaction per post per 1,000 followers on average. DESPITE MYRIAD FANS, FACEBOOK FLOUNDERS. B2C brands have plentiful Facebook fans, but their Facebook audiences engage minimally, likely due to overall decreases in organic reach on the network. B2C brands see a higher ratio of interactions on Instagram and Pinterest. INSTAGRAM IS THE B2C ENGAGEMENT WINNER. With the exception of the Consumer Products and Telcommunication & Cable industries, B2C brands see the highest engagement ratios on Instagram. TELCO & CABLE AND CONSUMER PRODUCTS BRANDS SOAR ON PINTEREST. Believe it or not, these two industries are Pining their way to greater brand engagement. We’ll explore this finding further in the industry breakdown sections of this report (pages 20 and 13, respectively).

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Industry Case Studies

Apparel

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

• Facebook is where Apparel brands see the largest audiences (2.3 million Page Likes). Compared to other B2C industries, however, Apparel brands are also well-represented with sizable audiences on Instagram and Twitter.

INSTAGRAM 952

FACEBOOK

• Instagram is the most effective channel for Apparel brands, with an average engagement ratio of 13.71. LinkedIn is the second most effective channel (1.12 engagement ratio).

2,282 PINTEREST 18 TWITTER

• Outerwear brands are top performers on Instagram (24.9 engagement ratio), 2X the engagement ratio of Casual Clothing (13.8), Footwear (12.9), and High Fashion (11.8) brands on average.

545 LINKEDIN

Analysis based on the top 27 apparel brands in the Global 500 and leading apparel brands on social media as identified by the TrackMaven platform.

91

ENGAGEMENT RATIO

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

INSTAGRAM 13.71 LINKEDIN 1.12

24.9

13.8

OUTERWEAR

CASUAL CLOTHING

12.9

11.8

FOOTWEAR

HIGH FASHION

PINTEREST 0.49 FACEBOOK 0.43 TWITTER 0.17

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Automakers

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

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PINTEREST

Facebook is where Automaker brands have the largest median audience size on Facebook (2.6 million Page Likes).

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Instagram is the most effective channel for Automakers, with an average engagement ratio of 40.68. Pinterest is the second most effective channel (2.69 engagement ratio).

INSTAGRAM 289 FACEBOOK

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Luxury car brands out-engage Standard brands on Instagram, with an engagement ratio of 37.6 versus 22.4.

TWITTER

Analysis based on the top 25 automaker brands in the Global 500 and leading automaker brands on social media as identified by the TrackMaven platform.

2585

459

LINKEDIN 25

ENGAGEMENT RATIO

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

INSTAGRAM 40.6 PINTEREST 2.6 FACEBOOK 1.2 LINKEDIN 1.1 TWITTER 0.4

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37.6

22.4

LUXURY

STANDARD

Consumer Products

TOP CHANNEL: PINTEREST

KEY TAKEAWAYS •

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MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS PINTEREST

Facebook is where Consumer Product brands have the largest median audience size (1.6 Million Page Likes).

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Pinterest is the most effective channel with an average engagement ratio of 28.33. Instagram is the second most effective channel (15.22 engagement ratio).

INSTAGRAM

L’Oreal Paris is a top performer on Pinterest in this industry, with 6X the industry median follower count and nearly 2X the average engagement ratio.

FACEBOOK

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1,579

LINKEDIN

Analysis based on the top 15 consumer products brands in the Global 500 and leading consumer products brands on social media as identified by the TrackMaven platform.

748 TWITTER 64

ENGAGEMENT RATIO

L’OREAL VS. INDUSTRY AVERAGE ON PINTEREST

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

PINTEREST 28.33 INSTAGRAM 15.22 FACEBOOK 2.16 TWITTER 0.69 LINKEDIN 0.26

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NUMBER OF FOLLOWERS

ENGAGEMENT RATIO

L’OREAL

INDUSTRY AVERAGE

7,999

1,278

45.7

28.3

Entertainment

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

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PINTEREST

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•

Facebook is where brands entertainment industry have the largest median audience (210K Page Likes).

0.8

Entertainment brands have the highest engagement ratio on Instagram (14.96). Pinterest is the second most effective channel (3.54 engagement ratio).

TWITTER 181

On Instagram, Event Management brands out-engage Casino brands (16.7 versus 13.7 engagement ratios).

Analysis based on the top 11 entertainment brands in the Global 500 and leading entertainment brands on social media as identified by the TrackMaven platform.

FACEBOOK

LINKEDIN

210

9 INSTAGRAM 19

ENGAGEMENT RATIO

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

INSTAGRAM 14.96 PINTEREST 3.54 LINKEDIN 1.78 FACEBOOK 1.27 TWITTER 0.59

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16.7

13.7

EVENT MANAGEMENT

CASINOS

Food & Beverage

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

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PINTEREST

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•

Facebook is where Food & Beverage brands have the largest median audience size (1.8 Million Page Likes). Instagram is the most effective channel, with an engagement ratio of 34.71. Pinterest is the second most effective channel (13.69 engagement ratio). On Instagram, beer brands (26.2 engagement ratio) out-engage soda brands (23.3), energy drink brands (18.9), and food manufacturers (13.3).

Analysis based on the top 38 food & beverage brands in the Global 500 and leading food & beverage brands on social media as identified by the TrackMaven platform.

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INSTAGRAM 36

FACEBOOK

TWITTER

1845

74 LINKEDIN 69

ENGAGEMENT RATIO

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

INSTAGRAM 14.96 PINTEREST 3.54

26.2

23.3

BEER MANUFACTURERS

SODA MANUFACTURERS

18.9

13.3

ENERGY DRINK MANUFACTURERS

FOOD MANUFACTURERS

LINKEDIN 1.78 FACEBOOK 1.27 TWITTER 0.59

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Hospitality

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

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PINTEREST

Hospitality brands have the largest median audience size on Facebook (350K Page Likes).

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Instagram is the social network with the highest engagement ratio for hospitality brands (20.82).

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On Instagram, Autoservices brands out-engage Lodging brands on average (24.5 versus 18.1 engagement ratio).

1

LINKEDIN

FACEBOOK

160

350

Analysis based on the top 15 hospitality brands in the Global 500 and leading hospitality brands on social media as identified by the TrackMaven platform.

INSTAGRAM

48

21

ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

Pinterest 28.33 INSTAGRAM 20.82

PINTEREST 3.83 LINKEDIN 1.04 FACEBOOK 0.94 TWITTER 0.25

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TWITTER

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

24.5

18.1

AUTOSERVICES

LODGING

Insurance

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

•

PINTEREST

Insurance brands have the largest median audience size on Facebook (123K Page Likes), as well as a sizeable LinkedIn audience (81K followers).

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0.3

Instagram is the social network with the highest engagement ratio for Insurance brands (48.6). Pinterest is the second most effective channel (20.29).

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LINKEDIN

FACEBOOK

81

123

On Instagram , Property & Casualty Insurance brands out-engage Life Insurance brands on average (48.8 versus 28.7 engagement ratios).

Analysis based on the top 18 insurance brands in the Global 500 and leading insurance brands on social media as identified by the TrackMaven platform.

INSTAGRAM

16

2

ENGAGEMENT RATIO

TWITTER

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1000 FOLLOWERS)

INSTAGRAM 40.60 PINTEREST 20.29 FACEBOOK 2.67 LINKEDIN 0.65 TWITTER 0.36

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43.8

28.7

PROPERTY & CASUALTY INSURANCE

LIFE INSURANCE

Restaurants

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

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PINTEREST

•

•

For Restaurant brands, Facebook is King (median 2.8 Million Page Likes). Restaurants have yet to find substantial audiences on other social channels. Instagram is the social network with the highest engagement ratio for restaurant brands (15.08). Pinterest is the second most effective channel, with an engagement ratio of 9.32. On Instagram, Fast Food brands out-engage Full-Service brands (21.4 versus 18.4 engagement ratios).

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INSTAGRAM 71

FACEBOOK

TWITTER

2,781

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Analysis based on the top 15 restaurant brands in the Global 500 and leading restaurant brands on social media as identified by the TrackMaven platform.

LINKEDIN 21

ENGAGEMENT RATIO

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

INSTAGRAM 15.08 PINTEREST 9.32 FACEBOOK 1.92 LINKEDIN 1.42 TWITTER 1.01

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21.4

18.4

FAST FOOD

FULL SERVICE

Retail

TOP CHANNEL: INSTAGRAM

KEY TAKEAWAYS •

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

Retailers have the largest median audience size on Facebook (1.8 Million Page Likes).

•

PINTEREST 1

Instagram is the social network with the highest engagement ratio for Retailers by far (17.99). Facebook is a distant second for retailers, with an engagement ratio of 0.80.

•

LINKEDIN 160

On Instagram, Mass Merchant brands perform especially well (21.7 engagement ratio), beating out Department Store (14.6) and Grocers (16.2) brands on average.

Analysis based on the top 34 retail brands in the Global 500 and leading retail brands on social media as identified by the TrackMaven platform.

INSTAGRAM

350

TWITTER 48

21

ENGAGEMENT RATIO

FACEBOOK

INSTAGRAM SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

INSTAGRAM 17.99 FACEBOOK 0.80 LINKEDIN 0.54 TWITTER 0.24 PINTEREST 0.22

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21.7

14.6

MASS MERCHANT

DEPARTMENT STORE

16.2 GROCERS

Telco & Cable

TOP CHANNEL: PINTEREST

KEY TAKEAWAYS

MEDIAN SOCIAL MEDIA AUDIENCE SIZE IN THOUSANDS

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PINTEREST

Telco & Cable brands have the largest median audience size on Facebook (2.1 Million Page Likes).

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Pinterest is the social network with the highest engagement ratio for Telco & Cable brands (75.58), significantly greater than other B2C industries. Instagram is a distant second with an engagement ratio of 9.00.

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On Pinterest, Telco Carriers drastically out-engage Cable & Satellite brands. Look at Verizon and AT&T’s Pinterest boards, for example, which are top-performers in the industry.

Analysis based on the top 15 Telcommunications & cable brands in the Global 500 and leading Telcommunications & cable brands on social media as identified by the TrackMaven platform.

2 INSTAGRAM 32

FACEBOOK

TWITTER

2,095

80 LINKEDIN 84

ENGAGEMENT RATIO

PINTEREST SUBSECTOR ENGAGEMENT RATIO

(AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)

PINTEREST 75.58 INSTAGRAM 9.0 LINKEDIN 0.51 FACEBOOK 0.39 TWITTER 0.17

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88.2

0.83

TELCO CARRIERS

CABLE & SATELLITE

ABOUT THE DATA For this report, we used the TrackMaven software platform to analyze the social media content from 213 leading B2C brands from January 1, 2015, through October 31, 2015. The dataset includes the top B2C brands in the Global 500 and B2C leaders on social media identified by the TrackMaven platform. The brands included in the dataset for this report are listed below:

Apparel 7 For All Mankind Adidas ARC’TERYX Converse Dior Donna Karan Fendi Lee Levis LVMH Marc Jacobs Marmot Michael Kors Nike

Patagonia Puma Ralph Lauren Reebok Reef REI The North Face Thomas Pink Timberland Tommy Hilfiger TOMS Vans Wrangler

Automakers Audi BMW Buick Cadillac Chevrolet Dodge Fiat Ford General Motors GMC Honda Hyundai Jeep

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Kia Lexus Lincoln Motor Company Mazda Mercedes-Benz Mini Nissan Porsche Subaru Tesla Toyota Volkswagen USA

Consumer Products Bounty Braun Colgate Colgate-Palmolive Crest Gillette Irish Spring Soap Johnson & Johnson

Kimberly Clark Loreal USA Old Spice Palmolive Procter & Gamble Tide Unilever

Entertainment Caesars Palace Eventbrite Las Vegas Sands Live Nation Events Melco Crown Entertainment MGM Grand

Casino Penn National Gaming StubHub TicketFly Ticketmaster Wynn Las Vegas

Food & Beverage Anheuser Busch Archer Daniels Midland Asahi Bud Light Budweiser Carlsberg Coca-Cola Coors Light Corona Danone Diet Coke Dr. Pepper Fanta Gatorades General Mills Goose Island Heineken JBS Kelloggs Kirin

LabattUSA Michelob Ultra Miller Lite Mondelez International Monster Energy MountainDew PabstBlueRibbon Pepsi Pepsico Powerade Red Bull Rockstar Energy Samuel Adams Sprite Stella Artois Tyson Foods Unilever Wilmar International

Hospitality Accor AirBnB Avis Budget Enterprise Extended Stay America Hertz Hilton InterContinental

Lyft Marriott National Car Rental Shangri-La Starwood Hotels Uber Wyndham Hotels

Insurance AIG Allianz Allianz Life Allstate AXA Axa US Geico Mapfre MassMutual MetLife Nationwide

New York Life Northwestern Mutual Progressive Insurance Prudential Transamerica Travelers United Health Group

Restaurants Bojangle’s Bonefish Grill Burger King Carl’s Jr. Cava Grill Chipotle Hardee’s McDonald’s

Olive Garden Panera Popeye’s Chicken RubyTuesday TGI Friday’s Wendy’s Yum! Brands

Retailers Amazon AutoNation Best Buy Big Lots Bon-Ton Stores Costco Dillard’s Dollar General Dollar Tree Family Dollar Fred’s Home Depot Hudson’s Bay Ingles JC Penney Kohl’s Kroger’s Loblaw

Lowe’s Macy’s Metro Nordstrom Penske Roundy’s Sears Sprouts Farmers Market Staples Supervalu Target The Gap TJX Walmart Weis Whole Foods Market

Telco & Cable AT&T BCE Charter Media Comcast DIRECTV Dish Echostar Rogers Cable 20

Shaw TV Sprint T-Mobile Time Warner Cable Turner BC Verizon Vodafone

Find out where you rank in your industry! Want to see how your content marketing stacks up against other companies in your industry? Go to trackmaven.com/b2c to get a custom benchmark of your content. You’ll learn exactly which channels and topics are working for you and what you can do to leapfrog your competitors.

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