Which Beverage Brands are Online Audiences Drinking Up? Monster Energy, Coca-Cola, Simply Orange and FIJI Water are Quenching the Thirst of Social Media Followers
Engagement Labs Ranks the Top Performing Beverage Brands in the Energy Drink, Water, Soda and Juice & Flavored Drink Categories on Social Media
TORONTO, ON - Oct 19, 2015 - Technology and data company, Engagement Labs (TSX VENTURE: EL), creator of the eValue™ score, today released the rankings of non-alcoholic beverage brands in the water, energy drink, soda and juice and flavored beverage categories in the U.S on Facebook, Twitter and Instagram.
Top Energy Drink Brands on Facebook, Twitter and Instagram
Top Water Brands on Facebook, Twitter and Instagram
Source: Engagement Labs eValueTM U.S. 2015 rankings of water brands on social media
Top Soda Brands on Facebook, Twitter and Instagram
Source: Engagement Labs eValueTM U.S. 2015 rankings of soda brands on social media
Top Juice and Flavored Beverage Brands on Facebook, Twitter and Instagram
"Known as the 'always on' generation, 71 percent of millennials engage in social media activity daily. With this generation being so active online, beverage companies have an opportunity to directly target this mass audience through social media," said Bryan Segal, CEO at Engagement Labs. "Our data found that energy drinks in particular have honed in on this market and are performing better on social media compared to the other beverage brand categories."
Across all three social media channels, Monster Energy and Red Bull ranked the highest in their category. On Facebook, Monster Energy ranked second for Impact with a subscore of 95.78, out of a possible 100, and Red Bull in first place with an Impact subscore of 95.83. With such high Impact scores, it is clear that they have been successful at reaching numerous unique users. This can be attributed to the fact that these particular brands have created content to coincide with millennial-centric events and activities such as extreme sports, UFC and music festivals, which has established engagement among their followers.
On Instagram, Energy drinks continue to dominate based on their eValue scores, with Monster Energy, Rockstar Energy Drink and Red Bull scoring 91, 84 and 92 for Impact subscore, respectively. The brands continued to post sport and event related content to reach their younger target audience.
Engagement Labs found that overall water brands had lower eValue scores across all social channels measured. These brands made less of an impact with online audiences, in comparison to soda, juice and energy drinks. However, one area in which water brands excelled was Responsiveness. On Twitter, FIJI Water created a successful social media response strategy that resulted in an 86.87 Responsiveness subscore. Although the brand didn't necessarily have the mass impact that energy drinks did, on average they put more effort into interacting with audiences through online conversations.
Soda giant Coca-Cola achieved high Impact subscores across all social media channels, which made them a leader on Facebook, Twitter and Instagram. Nevertheless, the brand's Engagement subscores on average were low, indicating that although they have a high following, their content has not necessarily created the highest engagement among their diverse following.
"Soda brands are popular amongst various demographics, as we saw that with brands like 7UP, they are leveraging their channels to target younger demographics. For example, 7UP successfully leveraged their Twitter channel to showcase the brands connection to music with the hashtag #7x7UP and partnership with music producer Tiësto, which helped to increase their Engagement and eValue score." noted Segal.
When the Company looked at the juice and flavored beverage category, they found that Gatorade and Gold Peak Tea are the only brands to rank in the top five across all three social channels. On Instagram, Gatorade took the top spot with a high Impact subscore of 83 along with a high active user base. On Facebook, popular orange juice brand Simply Orange Juice, came in first place with an eValue score of 87.62, which was the highest eValue score on Facebook of all the brands measured in all four categories. The brand had an extremely active user base with an Engagement subscore of 91.1 and the most likes per 1000 users.
"Looking at the categories overall, we found that the energy brands were the most successful in regards to our eValue ranking. It is essential that beverage brands use social networks to connect with their audience demographics, allowing them to create targeted content that will truly resonate with their diverse audiences and encourage them to engage, share and support the content, keeping the brand top of mind and -- ultimately driving increases in sales," continued Segal.
About Engagement Labs
Engagement Labs (TSX VENTURE: EL) offers intelligent 'Total Social' data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs' tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.
Engagement Labs' eValue™ Analytics tool is the global benchmark for social media scoring. eValue's proprietary data technology offers real-time analysis to measure a brand's social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 -- an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.
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