Report Period: October 1 - October 31, 2015

Report: Social Media Benchmark & Content Trends for the Fruit Juice IndustryA benchmark and content analysis of what fruit juice brands are doing on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Dole, Capri Sun, Naked Juice, Ocean Spray, Minute Maid, Welch’s, SUJA Juice, V8 and Langers Juice.

SummaryIn this report we look at the fan counts, posting habits, engagement levels, and content themes of the top fruit juice brands in the US. We’ll analyze 9 category leaders: Dole, Naked Juice, Capri Sun, Ocean Spray, Minute Maid, Welch’s, SUJA Juice, V8, and Langers JuiceHighlights

❖ The largest network account among all these brands is Dole’s Facebook account: 1.8 million fans.

❖ Instagram accounts on average gained over 18% in fan growth, industry-wide.❖ Between Facebook, Twitter, and Instagram, Instagram generates the most

engagement. And on average, engagement on Instagram is over twice that of Facebook, despite having only 2% of the Facebook fan count.

Report Period: October 2015

How fans are distributed across the social networksFacebook is the dominant social network for all brands.To compare all networks, check out the Average row, noting that the average is calculated for only the rows with accounts for that network.Given how the average is calculated, it favors networks with only a few large brands active. Yet still, Facebook has over 94% of the averaged network audience.

How fan growth is distributed across the social networksInstagram is still the standout network in terms of industry-wide growth rate. Growth rates on this page can be compared with the fan count chart on the previous slide.

How fans are engaging across the social networksV8 is the clear leader for engagement during this period on Facebook and Twitter.

Top data points on FacebookV8 is an interesting case. Their engagement on Facebook shadows every other brand. Even looking at the non-promoted engagement level (the 24 hour engagement figure), we see exceptional engagement levels for such a small posting volume and a brand with relatively few fans. More on our method for estimating paid promotion here.

Top terms on FacebookIn the list of most common posting topics, it’s easy to see the seasonal topics emerging, like “cranberry” and “pumpkin”.It's also interesting to see the #drinkgooddogood campaign still active and engaging for Naked juice. We covered that campaign in detail in September.

Top Posts on FacebookLooking at the top post, V8 generated an engagement level beyond anything any other post could come close to this month. Just compare the E/F ratio for this post to the rest on this list.

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