The second annual report ranking social media audience, activity and engagement
We typically compare our client’s content marketing and social media performance of direct competitors on an ongoing basis. Two years ago our clients began asking how their content marketing and social media efforts compared to the best of the home and building industry. In response, we produced the industries first and only study and report of the Top 50 Building Products Brands on Social Media in 2018.
The 2018 study showed us several surprises like a power tool company, Milwaukee Tool, outperforming kitchen, bath, paint, window, door and all other companies across multiple categories. We learned about the absolute power of content including the type of content and how it is best shared. We wrote about these best practices in several blog posts you can find and read HERE.
This inaugural study was so insightful we fielded the study again in 2019.
We used Rival IQ to analyze social media posts across all social channels for 50 leading building products manufacturers. We analyzed post data across a six-month period beginning August 1, 20018 through January 31, 2019. We also compared our findings to the original reporting period of October 1, 2017 through April 2, 2018.
We gathered data using Rival IQ’s cross-channel ranking capability, as well as channel-speciﬁc rankings for Facebook, Twitter, Instagram, Pinterest and YouTube. We are reporting the Top 50 rankings for total engagement, ratings of engagement per post, applause (reaction), conversation (interaction), amplification (sharing), total audience and total activity.
Engagement is deﬁned as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares and reactions. Engagement rate is calculated based on all these interactions divided by total follower count.
We’ve also provided rankings for each individual channel.
Social media is the publishing or syndication vehicle for sharing your content with your customers. As self-publishers, we believe engagement with your audience is the most important, impactful and honest measure of success for your content marketing efforts. With this in mind, here are a few highlights from the 2019 Top 50 study:
- Trade brand Milwaukee Tool remains the top performer in the study as number one in total engagement and applause. They also showed the second largest audience growth which is not a surprise considering how masterfully they create and publish their content.
- The size of your total followers is not an indicator of success as demonstrated by the top brands in followers versus top brands in engagement. The size of the audience is important to your reach. Success is achieved when you leverage your reach to share strong content.
- The frequency of publishing is another indicator that may not spell success. The study shows there is a balance of timing, frequency and content that produces the greatest results.
This study includes our downloading all of the individual posts of each brand for six months across Facebook, Instagram, Twitter, Pinterest and YouTube to review for detailed content insights. The results of this section of the study found an incredible sea of sameness in images used to convey the message of the brands. Within the copy, the brands insist upon talking about themselves almost exclusively. The exception to both of these content findings is the engagement leader Milwaukee Tool.
What’s in it for me?
The study is rich with key findings specific to your brand if it is included in the study and your category as a whole. Gain insights into effective content strategies and plans. Learn how to use social media to best publish your content and reach your audiences.
We are offering you a free copy of the Top 50 report plus a thirty-minute call to review the findings with you. We can produce a custom report comparing the brand to your competition with insights, implications and opportunities defined for you. We can also share our expertise in the development of your content strategy, plan and use of social media as your distribution channel.
Contact us directly at Shawn@DraperDNA.com to take full advantage of The Second Edition of the Top 50 Building Products Brands on Social Media Study.