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Report Period: October 1 - October 31, 2015
Report: Social Media Benchmark & Content Trends for the Energy Drink IndustryA benchmark and content analysis of what snack brands are doing on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Red Bull, Monster Energy, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy
SummaryIn this report we look at the fan counts, posting habits, engagement levels, and content themes of the top energy drink brands in the US. We’ll analyze 5 category leaders: Monster Energy, Red Bull, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy.
Highlights❖ The largest network account among all these brands is Red Bull’s Facebook account:
44.2 million fans.❖ Instagram accounts on average gained over 3% in fan growth, industry-wide. That
compares to .37% for Facebook.❖ Between Facebook, Twitter, and Instagram, Instagram generates the most
engagement. Facebook only has 54% of the total public engagement generated by Instagram.
Report Period: October 2015
How fans are distributed across the social networksFacebook is the dominant social network for all brands, with 76% of all fans among these networks. However, that’s not as dominant as other industry. The soft drink industry, by comparison, has 97% of it’s fans on Facebook, for reference.
How fan growth is distributed across the social networksInstagram is still the standout network in terms of industry-wide growth rate, although as the network matures, growth rates are slowing. By example, the average growth rate for Instagram for these accounts in October 2014 was 7.4%.
How fans are engaging across the social networksRed Bull and Monster Energy are close in engagement for this time period, with Red Bull coming out on top.Both brands are getting similar engagement on Instagram, but Red Bull is clearly dominating YouTube, and has a strong lead on Facebook.It’s notable that the network average engagement level for Facebook is only 54% of Instagram’s engagement.
Top data points on FacebookOverall, the level of post promotion is around 24% of total engagement across the entire industry, as indicated by their considerably higher total Engagement vs 24h Engagement (more on that analysis here).
Top terms on FacebookThis industry uses a lot of hashtags, which are indicative of campaign initiatives launched by the various brands. In Zuum, each of those can be explored in much more detail.
Top Posts on FacebookThe top post is interesting in that it’s quite a departure from the usual personality of this industry. It’s a post of personal beliefs from Manoj Bhargava, the founder of 5-Hour Energy, who’s receiving quite a bit of press lately for his extracurricular activities and opinions. It’s an interesting way the brand is using him to separate themselves from the rest of the field.
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