IRN-BRU best at social media

Headstream has revealed which fast-moving consumer goods (FMCG) brands are leading the way in social engagement.

The top five brands are:

1. IRN-BRU
2. Volvic
3. HARIBO
4. Whiskas
5. Pepsi MAX

As reported in TheDrum, so-called ‘challenger’ brands “are outshining top-selling brands on social media, research from Headstream has found.”

Steve Sponder, managing director at Headstream, told TheDrum:

“Facebook and Twitter continues to evolve, and the brands scoring highly this year are the ones that appreciate both the strengths and weaknesses of each platform, and have adapted their use accordingly.

“We found that successful brands on social are the ones that place a greater focus on quality, relevant content that adds value. They are also intent on growing community size organically, ensuring their following is of true fans that are more likely to share branded content. This is something that bigger, top-selling brands have been slow to react to, and they need to follow suit to regain lost ground.”

Headstream’s research also found that:

90% of FMCG brands have a Facebook page

Community sizes tend to be smaller on Twitter than Facebook, with 73% of brands having less than 20,000 followers

Fanta was the most active brand on Twitter

Five of the top 10 were drinks brands

Engagement rates on Twitter are less than on Facebook

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