Quintly-英国品牌报告：社交媒体分析（英文）_41页_8mb

UK Brand Social Media Report Summary

Core Content Overview

This report provides an analysis of the social media performance of the 20 most valuable UK brands in 2017, focusing on metrics such as followers, interactions, and content types. The data was collected from Facebook, Instagram, and Twitter, with an emphasis on Facebook analytics and a detailed appendix for Instagram and Twitter data.

Main Findings

Follower Metrics

• Global Context: In 2017, 2.8 billion people used social media, representing 37% of the world’s population.
• UK Usage: Around 39 million users in the UK actively used social media.
• Top Brands by Followers:
  • Facebook: Burberry (13,159,454), Shell (11,494,260), Marks and Spencer (2,470,118), NEXT (1,915,691), ASDA (1,389,567)
  • Twitter: Burberry (14,446,998), ITV (9,416,713), Land Rover (304,453), Marks and Spencer (269,964), Dove (214,539)
  • Instagram: Burberry (3,321,040), Land Rover (1,626,151), NEXT (230,612), Marks and Spencer (268,651), Dove (214,539)

Fan / Follower Change

• Burberry gained the most followers on Instagram (2,222,693) and Twitter (1,084,240).
• Shell gained 463,088 new followers on Facebook in 2017, with a notable spike on August 21, 2017.

Content Strategy

• Post Frequency:
  • Facebook: BBC (2,289 posts), ITV (782 posts), BT (752 posts), Sainsbury's (577 posts), O2 (572 posts)
  • Twitter: BBC (6,212 posts), ITV (2,926 posts), BT UK (1,426 posts), Burberry (1,312 posts), ASDA (1,194 posts)
  • Instagram: NEXT (1,200 posts), Burberry (838 posts), BBC (718 posts), Land Rover (468 posts), Marks and Spencer (458 posts)

Interaction Analysis

• Total Interactions:

  • Facebook: Shell (4,491,935), ITV (3,468,420), BBC (2,440,304)
  • Twitter: BBC (881,727), ITV (711,619), Burberry (596,781)
  • Instagram: Land Rover (130,270), BBC (126,991), Land Rover (111,498)

• Top Interacting Posts:

  • Facebook: Shell's music video, Shell's sustainability campaign, Marks and Spencer's Paddington Bear video
  • Twitter: BBC's live interview with Professor Robert Kelly, Marks and Spencer's Christmas campaign, Cadbury's float promotion
  • Instagram: Land Rover's car design post, Land Rover's journey post, Land Rover's SVAutobiography post

Interaction Types

• Facebook: Likes are the most common interaction (except for Vodafone, Three UK, BT, and Dove where comments dominate)
• Instagram: Likes are the most common interaction
• Twitter: Retweets and likes are most common, with ITV receiving the most replies

Response Times

• Facebook: Vodafone UK answered 86.8% of questions in under two hours, followed by Three UK (2,841), Sainsbury's (2,616)
• Twitter: BBC received the most questions but did not respond, while Virgin Media and Sainsbury's had the best response rates

Key Insights

• Visual Content: Visual content is significantly more likely to be shared (40 times more than other content types). Burberry and Land Rover were the most active in using visual content on Instagram.
• Customer Engagement: Brands like Vodafone UK and Three UK were highly active in responding to customer inquiries, which is crucial for maintaining a strong customer relationship.
• Platform Differences: Instagram and Twitter are more suitable for brands with a strong visual content strategy, while Facebook is used more for broad audience engagement and customer service.

Conclusion

• The 20 most valuable UK brands use social media in varied ways, with some focusing on visual content and others on customer engagement.
• While follower count is not the only metric, it still provides valuable insights into brand visibility and audience interest.
• Interactions and response times are key indicators of how effectively brands engage with their audience.
• The report highlights the importance of a tailored social media strategy that aligns with brand goals and audience preferences.

Appendix & Data Information

• Data Period: January 1, 2017 to December 31, 2017
• Data Sources: Official network APIs
• Methodology: Quintly aggregated and analyzed the data
• Note: Some brands had limited data availability due to technical reasons or API changes.

Brands Included

• ASDA
• Burberry
• Land Rover
• Sainsbury's
• Barclays
• Cadbury
• Lipton
• Shell
• BBC
• Dove
• Marks and Spencer
• Three UK
• BP
• HSBC
• NEXT
• Virgin Media
• BT
• ITV
• 02
• Vodafone

References

• Statista: Social media usage in the United Kingdom (UK), 2017
• Kantar Millward Brown: Top 50 Most Valuable UK Brands, 2017
• Hubspot: The Decline of Organic Facebook Reach & How to Outsmart the Algorithm, 2017
• Hubspot: 42 Visual Content Marketing Statistics You Should Know in 2017, 2017