TABLE OF CONTENTS
Introduction | 1
Vertical Report: Retail | 22
Methodology | 2
Vertical Report: Electronics | 24
Facebook Fan Count, Post Count, and Engagement | 3
Vertical Report: Luxury | 26
Facebook Fans and Engagement by Vertical | 5
Vertical Report: Financial Services | 28
Response Time | 7
Vertical Report: Transportation | 30
Facebook Content | 8
Vertical Report: Restaurants | 32
Adidas Highlight | 9
McDonald’s Highlight | 34
Vertical Report: Media | 11
Vertical Report: FMCG | 36
Vertical Report: Alcohol | 13
Vertical Report: Diversified | 38
Budweiser Highlight | 15
3M Highlight | 40
Vertical Report: Technology | 17
Vertical Report: Apparel | 42
Vertical Report: Automotive | 19
Conclusion | 44
BMW Highlight | 20
About Simply Measured | 45
Simply Measured 2015 Facebook Industry Report
#SocialAnalytics
Introduction
Facebook is constantly evolving its platform and drawing more apps under
its umbrella. In recent days, Facebook has changed the way it counts Page
Likes, modified the frequency with which it serves users certain content
types, and made Facebook video a dominant content type.
That’s just in the first few months of 2015, which Facebook closed strong
with $3.54 billion in revenue, a user count of 1.44 billion monthly (up 3.6%
quarter-over-quarter), and 936 million daily users (up 17% year-over-year).
Facebook revenue also jumped by 42% year-over-year.
In this industry report, we’ll walk you through the impact of Facebook’s
changes and break down trends and activities of the Interbrand 100
vertical by vertical, in hopes that you’ll be able to make more informed
decisions on Facebook for your brand moving forward.
Simply Measured 2015 Facebook Industry Report
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#SocialAnalytics
Methodology
THIS STUDY ENCOMPASSES:
This study looks at the Facebook activity of the Interbrand 2014 Best 100
Global Brands.
11,522 posts by 96 brands
At the end of each year, Interbrand ranks the top 100 global brands based
on several factors, including market, brand, competitor, and financial data.
The Interbrand 100 is an industry standard, and a standard for our Simply
Measured network studies. We analyze this list because these companies
are the best in the world at building and maintaining a brand, which is a
prerequisite to a successful social media strategy.
1,172,091,468 total fans
Statistics cited in this study are based on data from 1/1/15 - 3/31/15.
13,849 brand responses to
55,773 community posts and
160,681 comments
All data was analyzed using Simply Measured’s industry-leading social
media analytics and reporting platform.
This study incorporates both paid and organic content. Since advertising
data on Facebook is private, posts are not distinguishable as paid or
organic without access to Insights data for each page. This info is
available to page admins only.
Simply Measured 2015 Facebook Industry Report
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FACEBOOK FAN COUNT, POST COUNT, AND ENGAGEMENT
Facebook Fan and Post Count Decrease
While Engagement Remains Stable
Facebook updated Page Like counts to ensure that data is consistent
and up-to-date, which had a minor effect on fan count. The number of
brand posts dropped moderately between Q4 2014 and Q1 2015, but
engagement remained stable. Year-over-year, the Interbrand 100 have
seen a dramatic increase in engagement.
120 14,000 100 12,000 10,000 80 8,000 60 6,000 40 4,000 20 0 Likes are still the most dominant engagement type, but shares increased
during Q1 2015 (largely due to photos and videos). This fact, coupled with
the news that the Interbrand 100 posted less but received similar levels of
engagement, tells us that top brands are focusing on quality, not quantity,
and increasing their paid activity. According to Facebook, advertising on
the network has increased by 31% in 2015.
Posts Total Engagement (Millions) Facebook Engagement: Q4 2014 vs. Q1 2015 2,000 Q4 2014 0 Q1 2015 Likes Comments Shares Post Facebook engagement has remained stable quarter-over-quarter, while the number of brand
posts has gone slightly down.
Key Findings
• After Facebook’s update to Page Like counts, the Interbrand 100’s
total number of fans is down 3% from Q4 2014
• Interbrand 100 brands active on Facebook posted 12% less in Q1
2015 than they did in Q4 2014
• Interbrand 100 brands received a negligible engagement decrease
of 0.11% between Q4 2014 and Q1 2015, effectively remaining stable
in engagement
14,000 100 12,000 10,000 80 8,000 60 6,000 40 4,000 20 0 2,000 Q1 2014 0 Q1 2015 Likes • Engagement for the Interbrand 100 has risen by 43.5% year-over-year
Comments Shares Post Facebook engagement has grown by 43.5% year-over-year, while the number of brand posts has
gone slightly down.
• The Interbrand 100 received 28% more shares in Q1 2015 than in the
previous quarter
Simply Measured 2015 Facebook Industry Report
120 Posts Total Engagement (Millions) Facebook Engagement: Year-‐Over-‐Year 3
#SocialAnalytics
Takeaway
Brands don’t need to post more to increase engagement—they just need
to post more strategically and be smart about which content they promote
with ad dollars. Expect to see a minor drop in fan count as inactive or
spammy fans are weeded out. Facebook photos and videos received the
greatest share growth and greatest engagement generally, indicating that
Facebook users interact with these posts most often and most deeply.
Simply Measured 2015 Facebook Industry Report
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FACEBOOK FANS AND ENGAGEMENT BY VERTICAL
Q1 2015 Facebook Engagement by Ver3cal 50 40 30 20 10 The media vertical has the most engagement, while business services has the least.
•The media vertical posted most often (3,667 in total over the quarter)
and received the most total engagement (49,783,273). This vertical
experienced a 15% positive change in engagement per post over
the quarter
Q1 2014 to 2015 Facebook Fan Change •Automotive brands (Audi, BMW, Chevrolet, Ford, Harley-Davidson,
Honda, Hyundai, Kia, Land Rover, Mercedes-Benz, Nissan, Porsche,
Toyota, and Volkswagen) received 37% more engagement in Q1 2015
than in the previous quarter, including 37% more comments, 30%
more Likes, and 151% more shares
8% 6% 4% 2% 0% -‐2% •Sporting goods brands Adidas and Nike received 247% more
engagement and 451% more engagement per post in Q1 2015
than in Q4 2014
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Simply Measured 2015 Facebook Industry Report
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The media vertical (Discovery, Disney, MTV, and Thomson-Reuters)
saw the greatest engagement during Q1 2015. Most verticals saw a
minor dip in fan growth, but business services (Accenture, IBM, Xerox)
and restaurants (KFC, McDonalds, Pizza Hut, and Starbucks) saw minor
growth, indicating that these are industries to watch for Facebook fan
growth in the year to come.
60 Di
Total Engagement (Millions) Media Vertical Smashes Engagement and
Business Services Sees Fan Growth
The business services vertical saw the most fan growth, while media saw the greatest fan
decline. Both increases and decreases in fanbase over the quarter were pretty minor.
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Takeaway
Among the Interbrand 100, media brands posted the most and received
the most engagement. Sporting goods superstars Adidas and Nike saw
incredible engagement increases during Q1 2015, as did the automotive
vertical. Fan growth has been negligible in 2015 so far, but the business
services and restaurants verticals have done the best job in this category.
Simply Measured 2015 Facebook Industry Report
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RESPONSE TIME
Retail and Automotive Respond Most, Electronics
and Media Respond Fastest
The retail vertical (Amazon, eBay, and Ikea) and automotive vertical (Audi,
BMW, Chevrolet, Ford, Harley-Davidson, Honda, Hyundai, Kia, Land Rover,
Mercedes-Benz, Nissan, Porsche, Toyota, and Volkswagen) sent the most
responses to fans during Q1 2015.
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Key Findings
Bu
0 Total Admin Responses •The retail vertical responded most often (2,467 times), while the
sporting goods vertical responded least often, only once
Average Post Response Time The retail vertical responded the most, while the electronics vertical had the best response time.
•Electronics brands had the shortest average response time, at four
hours, while beverage brands had the longest average response time,
at 70 hours
Takeaway
The retail and automotive verticals sent the most responses to fans during
Q1 2015. The electronics and media verticals responded the most quickly.
Simply Measured 2015 Facebook Industry Report
Response Time (Minutes) 2,500 Electronics (Canon, Nintendo, Panasonic, Philips, and Sony) and media
(Discovery, Disney, MTV, and Thomson-Reuters) responded the most
quickly, indicating that these are industries that particularly value engaging
in dialogue with their fans.
80 70 60 50 40 30 20 10 0 3,000 or
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Total Admin Responses Interbrand 100 Response Times by Ver;cal 7
#SocialAnalytics
FACEBOOK CONTENT
Links and Photos Drive Most Engagement, Photo
and Video Sharing Increases
Links and photos are the most successful content types for the Interbrand
100 when it comes to driving engagement on Facebook, but Facebook
videos are an incredibly promising and viral-tending content type: shares
of Facebook videos increased by 43% in just one quarter.
12 1,600 1,400 10 Key Findings
•Engagement on videos went up 8% during Q1 2015, with the bulk of
that increase coming from a 43% increase in shares
•Videos were the only content type that the Interbrand 100 increased
use of, with a 2% change from the previous quarter
1,200 8 1,000 6 800 600 4 400 2 0 200 Q4 Q1 Likes •Engagement on photos increased by 6%, with the bulk of that increase
coming from a 53% increase in shares
Comments Shares 0 Posts Video engagement has risen quarter-over-quarter to match an increase in video posts among
the Interbrand 100. Facebook videos did not exist in Q1 2014, which is why a YOY comparison
is not pictured on here.
•Engagement on status updates went down a whopping 72%, which is
largely due to brands posting fewer status updates—40% less than the
previous quarter
Takeaway
Links and photos dominate when it comes to overall engagement, but
video and photos are the post types to keep an eye on if you want your
content to spread more widely on Facebook. Top brands are investing less
in status updates and yielding less engagement from this type of post.
Simply Measured 2015 Facebook Industry Report
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Posts Total Engagement (Millions) Video Engagement On Facebook Quarter-‐Over-‐Quarter FACEBOOK VIDEOS
Adidas Sees a Massive Uptick in Facebook
Video Engagement
Adidas is a notable example of the impressive engagement that videos
can drive for brands on Facebook.
Adidas posted 86% more videos on Facebook in Q1 2015 than they did
the previous quarter.
Those videos received 1,487% more comments, 9,398% more Likes, and
9,041% more shares for a total video engagement boost of 8,858%--all in
the first three months of 2015.
Tactics
0.7 14 0.6 12 0.5 10 0.4 8 0.3 6 0.2 4 0.1 2 0.0 •Riveting, motivational content in a movie trailer format
Q4 Q1 Likes •Tagging and driving support from athlete partners
Comments Shares Posts Adidas’s video engagement grew by 8,858% in Q1 2015.
•Displaying inspirational, swagger-heavy words from videos in captions
to build interest
•Reinforcing brand connection to hip hop
Simply Measured 2015 Facebook Industry Report
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0 Posts Total Engagement (Millions) Adidas Video Engagement Q4 2014 vs. Q1 2015 Takeaway
Adidas boosted its Facebook engagement by posting videos more
frequently and more strategically. By devoting resources to creating
compelling, entertaining, and motivational video content designed
to hit multiple target audiences and optimize celebrity partnerships,
Adidas grabbed the attention of existing fans and audiences it
previously didn’t touch.
This was Adidas’s most engaging video in Q1 2015. It received 17,726,622 views, 593,343 Likes,
6,261 comments, and 25,913 shares.
Simply Measured 2015 Facebook Industry Report
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#SocialAnalytics
VERTICAL REPORT: MEDIA
Still on Top Despite a Slight Engagement Decrease
Media brands were most successful with links as a content type during Q1
2015. MTV posted substantially more than any other brand in this vertical.
Key Findings
53 51 50 49 48 47 46 45 44 •Media brands posted 16% less in Q1 2015 than in Q4 2014
•Media brands received the most engagement from links, coming in at
32,364,787 in total engagement
5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 52 Q4 2014 Q1 2015 Likes Comments Shares Posts The media vertical’s engagement went down 4% in Q1 2015.
•MTV posted the most by a long shot, with 2,275 posts for the quarter as
compared to Discovery’s 714, Disney’s 347, and Thomson Reuters’ 331
Media Ver>cal: Year-‐Over-‐Year Engagement Total Engagement (Millions) 60 •Media brands received 46,804,683 Likes in Q1 2015, 2% fewer than
they received in Q4 2014
•Media brands received 2,323,598 shares in Q1 2015, 26% fewer shares
than they received in Q4 2014
•Media brands decreased 4% in total engagement, coming in at
49,783,273 in total engagement
4,000 3,500 50 3,000 40 2,500 30 2,000 1,500 20 1,000 10 0 500 Q1 2014 Q1 2015 Likes Comments Shares 0 Posts The media vertical’s engagement increased substantially between Q1 2014 and Q1 2015, as did
number of brand posts.
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Posts •Media brands received 654,992 comments in Q1 2015, 32% fewer
than they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
Posts The media brands represented in the Interbrand 100 are Discovery, Disney,
MTV, and Thomson-Reuters. As previously mentioned, media brands
posted the most and received the most engagement during Q1 2015.
Total Engagement (Millions) Media VerAcal: Q4 2014 vs. Q1 2015 Engagement Takeaway
Though they are the top vertical for engagement, media brands
experienced a decrease in engagement quarter-over-quarter. However,
both posting frequency and engagement have increased year-overyear. MTV posts much more than any brand in the media category, but
still experiences substantial engagement. Links are the most successful
content type for this vertical.
Simply Measured 2015 Facebook Industry Report
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#SocialAnalytics
VERTICAL REPORT: ALCOHOL
The alcohol brands represented in the Interbrand 100 are Budweiser,
Corona, Heineken, Jack Daniels, Johnnie Walker, and Smirnoff. Brands in
this category posted significantly less during Q1 2015 than Q4 2014, but
received significantly more comments and shares on the content they did
post. This is largely due to Budweiser’s impressive work.
Alcohol brands were most successful with videos as a content type
during Q1 2015. Jack Daniels posted substantially more than any other
brand in this vertical.
Q4 2014 500 450 400 350 300 250 200 150 100 50 0 Q1 2015 Likes Key Findings
Comments Shares Posts Engagement increased by 26% for the alcohol vertical during Q1 2015, while number of posts
declined by 40%.
•Alcohol brands posted 40% less in Q1 2015 than in Q4 2014
•Alcohol brands experienced an 861% jump in engagement on
statuses, a 543% jump in engagement on videos, and a 113% jump
in engagement on links
•Alcohol brands received 3,031,922 Likes in Q1 2015, 4% less than
they received in Q4 2014
•Alcohol brands received 1,253,632 shares in Q1 2015, 372% more
shares than they received in Q4 2014
7 800 6 700 500 4 400 3 300 2 200 1 0 •Alcohol brands jumped 26% in total engagement and 110% in
engagement per post during Q1 2015, coming in at 4,383,468
in total engagement
600 5 Posts Total Enagement (Millions) Alcohol VerAcal: Year-‐Over-‐Year Engagement •Alcohol brands received 97,914 comments in Q1 2015, 74% more
comments than they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
5.0 4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0 Posts Engagement Is Up and Budweiser Rules
Total Engagement (Millions) Alcohol Ver?cal: Q4 2014 vs. Q1 2015 Engagement 100 Q1 2014 0 Q1 2015 Likes Comments Shares Posts The alcohol vertical’s engagement decreased between Q1 2014 and Q1 2015, as did number of
brand posts.
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Takeaway
Alcohol brands experienced higher engagement quarter-over-quarter
but lower engagement year-over-year. They are posting less, but seeing
greater reward from better-targeted content. Much of the alcohol
vertical’s improved engagement in the early part of 2015 was due to
Budweiser’s admirable efforts.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: ALCOHOL
Budweiser Wins Engagement Growth with
Super Bowl Videos and Fan Love
Budweiser was a particularly high-growth brand in the alcohol vertical during
Q1 2015, decreasing its posting cadence by 32% but making the content it
did post count, like the now-famous #BestBuds Super Bowl commercial.
In Q1 2015, Budweiser received 335% more comments, 116% more Likes,
and 1,901% more shares than it did in Q4 2014 for a total engagement
boost of 242%.
Budweiser is well known in the B2C category for its compelling video
content, and it’s reaping the rewards. It’s no surprise that two out of
Budweiser’s three most engaging posts during Q1 2015 were videos.
Key Findings
•Longer videos that pulled at the heart strings and suavely avoided the
sales pitch
•Shorter videos that used humor to grab shares and attention
•Content that activated Budweiser’s fiercely loyal fan base to show their
love—and brand response that kept the momentum going
Simply Measured 2015 Facebook Industry Report
Budweiser’s most engaging post in Q1 2015 was this video, which received over 30 million views, 687,606
Likes, 43,999 comments, and over 1 million shares.
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Takeaway
Budweiser boosted its Facebook engagement by posting less frequently
but more strategically. By creating both compelling, everybody-loves-it
video content and content for people who are already fans, Budweiser
covered all its bases and found enviable engagement growth.
Budweiser’s third most engaging post in Q1 2015 was this post,
which received 84,000 Likes, 2,254 comments, and 3,252 shares.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: TECHNOLOGY
Technology VerCcal: Q4 2014 vs. Q1 2015 Enagement The technology brands represented in the Interbrand 100 are Adobe,
Cisco, Facebook, Google, HP, Huawei, Intel, Microsoft, Nokia, Oracle,
Samsung, and SAP. Brands in this category posted more during Q1 2015
than Q4 2014, and received an equal engagement increase in return.
There was a wide range of activity and engagement in this category.
For instance, Cisco posted the most with 271 posts, while Facebook
only posted 20 times. Facebook received almost 6 million in total
engagement, while Huawei’s total engagement hovered around 2,000.
1,400 9.5 1,200 9.0 1,000 8.5 800 8.0 600 400 7.5 7.0 Posts Total Enagement (Millions) Technology Brands Post More, Drive More
Engagement
200 Q4 2014 0 Q1 2015 Likes Comments Shares Posts Engagement increased by 9% for the technology vertical during Q1 2015. The number of posts
by the Interbrand 100 increased by 9%, as well.
Key Findings
•Technology brands posted 9% more in Q1 2015 than in Q4 2014
Technology VerCcal: Year-‐Over-‐Year Engagement •Technology brands received 8,594,171 Likes in Q1 2015, 8% more
than they received in Q4 2014
•Technology brands received 549,022 shares in Q1 2015, 51% more
shares than they received in Q4 2014
•Technology brands jumped 9% in total engagement, coming in at
9,336,602 in total engagement
9.6 9.4 9.2 9.0 8.8 8.6 8.4 8.2 8.0 7.8 7.6 1,600 1,400 1,200 1,000 Posts Total Engaement (Millions) •Technology brands received 193,409 comments in Q1 2015, 4% less
than they received in Q4 2014
800 600 400 200 Q1 2014 Likes Q1 2015 Comments Shares 0 Posts Engagement increased for the technology vertical year-over-year, with shares overtaking Likes.
The number of posts by the technology vertical declined during this year.
Simply Measured 2015 Facebook Industry Report
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Takeaway
Technology brands experienced higher engagement quarter-over-quarter
but lower engagement year-over-year. There is a wide spread in this
category between brands that are posting frequently and driving a ton
of engagement and brands that are doing the opposite. This category’s
content is experiencing impressive growth in shares on Facebook.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: AUTOMOTIVE
Total Enagement (Millions) The automotive brands represented in the Interbrand 100 are Audi,
BMW, Chevrolet, Ford, Harley-Davidson, Honda, Hyundai, Kia, Land
Rover, Mercedes-Benz, Nissan, Porsche, Toyota, and Volkswagen.
The number of posts within the automotive vertical stayed exactly the
same ias the previous quarter, but engagement increased significantly,
suggesting that these brands are getting better at creating content
which appeals to their fans.
30 25 20 15 10 5 0 Key Findings
Q4 2014 Q1 2015 Likes • Automotive brands posted 0% more in Q1 2015 than in Q4 2014
Comments Shares Posts Engagement increased by 37% for the automotive vertical during Q1 2015. The number of posts
by the automotive vertical remained stable.
•Automotive brands received 317,629 comments in Q1 2015, 37%
more than they received in Q4 2014
Automo<ve Ver<cal: Year-‐Over-‐Year Engagement Total Engagement (Millions) 35 •Automotive brands received 3,039,788 shares in Q1 2015, 151% more
shares than they received in Q4 2014
•Automotive brands jumped 37% in total engagement, coming in at
28,797,176 in total engagement
Takeaway
30 2,000 25 20 1,500 15 1,000 10 500 5 0 Automotive brands are experiencing higher engagement quarter-overquarter and year-over-year. Automotive brand content is experiencing
impressive growth in shares on Facebook. This is all despite the fact that
these brands have not increased their posting cadence.
2,500 Q1 2014 Q1 2015 Likes Comments Shares 0 Posts Engagement increased for the automotive vertical year-over-year. The number of posts by the
automotive vertical decreased.
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Posts •Automotive brands received 25,439,759 Likes in Q1 2015, 30% more
than they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 35 Posts Automo>ve Ver>cal: Year-‐Over-‐Year Engagement Growth in Every Category, Except Post Count
VERTICAL REPORT: AUTOMOTIVE
Total Engagement (Millions) In the high-performing automotive vertical, BMW is especially notable.
BMW was a particularly high-growth brand during Q1 2015, increasing its
posting cadence by 113% and making the content it did post count with
167% more comments, 152% more Likes, and 602% more shares than it
had in Q4 2014 for a total engagement boost of 180%.
14 60,000 12 50,000 10 30,000 6 20,000 4 10,000 2 0 BMW posted 100% more links than in Q4 2014, 117% more photos, and
57% more videos. Photos received the bulk of engagement: 11,398,635 of
BMW’s 11,593,587 total engagement came from photos.
40,000 8 Q4 2014 Likes Q1 2015 Comments Shares Engagement Per Post Engagement increased for the automotive vertical year-over-year. The number of posts by the
automotive vertical decreased.
This success is no surprise, since BMW fans are known for being incredibly
loyal and excitable about new car releases and product features, most of
which are revealed and reveled in with gorgeous visual content on BMW’s
Facebook page.
Key Findings
•Gratitude towards fans
•Facebook photo albums
•Announcement of presence on another social network
•Pairing a beautiful product with beautiful scenery
•Interior dashboard shots
Simply Measured 2015 Facebook Industry Report
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Engagement Per Post BMW Engagement: Q4 2014 vs. Q1 2015 BMW Sees Hefty Engagement Spike
via Well-Targeted Content
Takeaway
By playing to their audience with sleek visuals of their gorgeous cars (and
posting more frequently), BMW boosted its Facebook engagement and
kept fans’ attention.
BMW’s most engaging post in Q1 2015 was this photo montage,
which received 515,374 Likes, 7,468 comments, and 75,547 shares.
Simply Measured 2015 Facebook Industry Report
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#SocialAnalytics
VERTICAL REPORT: RETAIL
Retail Fans Increase Video and Link Shares,
Engagement Climbs YOY
Retail brands posted more videos in Q1 2015 than in Q4 2014, and brands
within this category responded most often to fans. eBay was especially
successful in this vertical.
Total Engagement (Millions) The retail brands represented in the Interbrand 100 are Amazon, eBay, and
Ikea. These brands posted less in Q1 2015 and received less engagement
in almost every category, except for shares, which grew exponentially.
2.5 2.0 1.5 1.0 0.5 0.0 Q4 2014 Q1 2015 Likes Key Findings
Comments Shares Posts Engagement decreased by 29% for the retail vertical during Q1 2015, with Likes overtaking
comments. The number of brand posts decreased by 27%.
•Retail brands posted 27% less in Q1 2015 than in Q4 2014, but posted
13% more videos
•Retail brands’ video and link posts received 154% and 211% more
engagement, respectively
Retail VerAcal: Year-‐Over-‐Year Engagement 900 2.5 •Retail brands received 1,399,602 Likes in Q1 2015, 1% more than they
received in Q4 2014
•Retail brands received 213,507 shares in Q1 2015, 109% more shares
than they received in Q4 2014
•Retail brands decreased 29% in total engagement, coming in at
1,840,036 in total engagement
800 2.0 700 600 1.5 500 400 1.0 300 200 0.5 100 0.0 Q1 2014 Likes 0 Q1 2015 Comments Shares Posts Engagement decreased for the retail vertical year-over-year. The number of brand posts
decreased, as well.
•eBay posted 17% less, but received 12% more comments, 252% more
Likes, and 295% more shares, for a total of 206% more engagement
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Posts Total Engagement (Millions) •Retail brands received 226,927 comments in Q1 2015, 79% less than
they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
1,000 900 800 700 600 500 400 300 200 100 0 3.0 Posts Retail VerBcal: Q4 2014 vs. Q1 2015 Engagement Takeaway
Retail brands have experienced lower engagement quarter-over-quarter,
but higher engagement year-over-year. Retail brands excel with links and
videos, and eBay does especially well among its peers in this vertical.
This vertical responds to fans the most.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: ELECTRONICS
Total Engagement (Millions) The electronics brands represented in the Interbrand 100 are Canon,
Nintendo, Panasonic, Philips, and Sony. This vertical posted less in Q1
2015 and received less engagement overall, except for shares. Links and
statuses experienced the most engagement growth.
This vertical also has the shortest response time to fans among all the
other verticals in this study.
1.8 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Q4 2014 Q1 2015 Likes Key Findings
500 450 400 350 300 250 200 150 100 50 0 1.6 Comments Shares Posts Engagement decreased 47% for the electronics vertical during Q1 2015. The number of brand
posts decreased by 13%.
•Electronics brands posted 13% less in Q1 2015 than in Q4 2014, but
posted 4% more videos
•Electronics brands’ link and status posts received 35% and 27% more
engagement, respectively
Total Engagement (Millions) •Electronics brands received 648,240 Likes in Q1 2015, 53% less than
they received in Q4 2014
•Electronics brands received 100,948 shares in Q1 2015, 10% more
shares than they received in Q4 2014
0.9 450 0.8 400 0.7 350 0.6 300 0.5 250 0.4 200 0.3 150 0.2 100 0.1 50 0 •Electronics brands decreased 47% in total engagement, coming in at
817,354 in total engagement
Q1 2014 0 Q1 2015 Likes Comments Shares Posts Engagement increased substantially for the electronics vertical year-over-year. The number of
brand posts increased substantially, as well.
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Posts Electronics VerAcal: Year-‐Over-‐Year Engagement •Electronics brands received 68,166 comments in Q1 2015, 9% less
than they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
Posts Electronics Ver?cal: Q4 2014 vs. Q1 2015 Engagement Grows for Links and Statuses, Video
Shares Continue to Rise
Takeaway
Electronics brands posted less and experienced lower engagement
quarter-over-quarter, but the opposite was true from a year-over-year
view. Electronics brands are posting photos and videos most, but are
seeing the most engagement growth from links and statuses, often from
posts related to new product releases and features. They respond more
speedily to Facebook comments than any other vertical in this study.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: LUXURY
Luxury VerBcal: Q4 2014 vs. Q1 2015 Engagement Total Engagement (Millions) Luxury Brands Are Posting More Often and
Investing in Video
The luxury brands represented in the Interbrand 100 are Burberry, Cartier,
Gucci, Hermès, Louis Vuitton, Prada, and Tiffany & Co. This vertical posted
more frequently in Q1 2015 (especially when compared to the other
verticals in the Interbrand 100), but received less engagement. Luxury
brands posted significantly more videos during Q1 2015.
8 500 7 400 6 5 300 4 200 3 2 100 1 0 Key Findings
600 9 Q4 2014 Likes •Luxury brands posted 16% more in Q1 2015 than in Q4 2014,
including 43% more videos, 33% more links, and 10% more photos
•Luxury brands’ link posts received 191% more engagement in Q1 2015
•Luxury brands received 59,539 comments in Q1 2015, 61% less than
they received in Q4 2014
Comments Shares Posts Engagement decreased for the luxury vertical by 31% during Q1 2015. The number of brand posts
increased by 16%.
•Luxury brands decreased 31% in total engagement, coming in at
5,891,835 in total engagement
600 8 7 500 6 400 5 300 4 3 200 2 100 1 0 Q1 2014 0 Q1 2015 Likes Comments Shares Posts Engagement decreased for the luxury vertical year-over-year. The number of brand posts
slightly increased.
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Posts •Luxury brands received 210,604 shares in Q1 2015, 46% less shares
than they received in Q4 2014
Total Engagement (Millions) Luxury VerBcal: Year-‐Over-‐Year Engagement •Luxury brands received 5,621,692 Likes in Q1 2015, 30% less than they
received in Q4 2014
Simply Measured 2015 Facebook Industry Report
0 Q1 2015 Takeaway
Luxury brands have posted more often and experienced lower
engagement quarter-over-quarter. From a year-over-year view, posting
frequency has just about flatlined and engagement has slightly
decreased. Luxury brands are posting links and videos most, but are
seeing the most engagement growth from links by far, ostensibly thanks
to product links.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: FINANCIAL SERVICES
Financial VerBcals: Q4 2014 vs Q1 2015 The financial services brands represented in the Interbrand 100 are
American Express, AXA, Citi, J.P. Morgan, MasterCard, Santander, and
Visa. This vertical posted slightly less frequently in Q1 2015 and received
less engagement. Financial services brands were most successful with
links as a content type during Q1 2015.
0.9 700 0.8 600 0.7 0.5 400 0.4 300 0.3 200 0.2 100 0.1 0 Key Findings
500 0.6 Q4 2014 0 Q1 2015 Likes •Financial services brands posted 2% less in Q1 2015 than in Q4 2014,
including 17% more links, 13% fewer photos, 100% more statuses, and
9% fewer videos
Comments Shares Posts Engagement decreased for the financial services vertical by 24% during Q1 2015. The number of
brand posts decreased by 2%.
•Financial services brands’ link posts received 28% more engagement
in Q1 2015 than in Q4 2014
•Financial services brands received 586,105 Likes in Q1 2015, 20%
fewer than they received in Q4 2014
•Financial services brands received 45,111 shares in Q1 2015, 55%
fewer shares than they received in Q4 2014
1.6 800 1.4 700 1.2 600 1 500 0.8 400 0.6 300 0.4 200 0.2 100 0 •Financial services brands decreased 24% in total engagement, coming
in at 648,136 in total engagement
Q1 2014 0 Q1 2015 Likes Comments Shares Posts Engagement decreased for the financial services vertical year-over-year. The number of brand
posts decreased, as well.
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Posts Total Engagement (Millions) Financial VerAcals: Year-‐Over-‐Year Engagement •Financial services brands received 15,920 comments in Q1 2015, 19%
fewer than they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
Posts Total Engagement (Millions) Engagement Is Down, Photos Are Used Most, and
Links Work Best
Takeaway
Financial services brands continue the struggle to carve out solid,
highly engaging identities on Facebook. Financial services brands are
posting links and photos most, but are seeing the most engagement
growth from links by far.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: TRANSPORTATION
Transporta>on Ver>cal: Q4 2014 vs. Q1 2015 Engagement The transportation brands represented in the Interbrand 100 are DHL,
FedEx, and UPS. This vertical posted less frequently in Q1 2015 and
received less engagement. However, both posting frequency and
engagement were up year-over-year.
Transportation brands saw the most engagement with photos as a
content type during Q1 2015, but saw the most growth in engagement
from links. This vertical also posted more videos in Q1 2015 than it did
in Q4 2014.
300 1.6 1.4 250 1.2 200 1.0 150 0.8 0.6 100 0.4 50 0.2 0.0 Q4 2014 0 Q1 2015 Likes Comments Shares Posts Engagement decreased for the transportation vertical by 44% during Q1 2015. The number of
brand posts decreased by 12%.
Key Findings
•Transportation brands posted 12% less in Q1 2015 than in Q4 2014,
but posted 10% more videos
Transporta@on Ver@cal: Year-‐Over-‐Year Engagement 300 0.9 •Transportation brands received 773,674 Likes in Q1 2015, 43% fewer
than they received in Q4 2014
200 0.6 0.5 150 0.4 100 0.3 0.2 50 0.1 0.0 •Transportation brands received 52,570 shares in Q1 2015, 52% fewer
shares than they received in Q4 2014
250 0.7 Q1 2014 Likes •Transportation brands decreased 44% in total engagement, coming in
at 853,207 in total engagement
Q1 2015 Comments Shares 0 Posts Engagement increased substantially for the transportation vertical by 31% year-over-year. The
number of brand posts increased substantially, too.
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Posts •Transportation brands received 26,963 comments in Q1 2015, 29%
fewer than they received in Q4 2014
0.8 Millions Total Engagement (Millions) •Transportation brands’ link posts received 95% more engagement in
Q1 2015 than in Q4 2014
Simply Measured 2015 Facebook Industry Report
Posts Total Engagement (Millions) DHL, FedEx, and UPS Increase Engagement and
Posting Year-Over-Year
Takeaway
Transportation brands experienced a decrease in engagement from Q4
2014, but are climbing in engagement year-over-year. The transportation
vertical drives the most engagement from photos, but this vertical’s links
are growing in popularity with Facebook users. Transportation brands are
beginning to invest in video, too.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: RESTAURANTS
Resturant VerBcal: Q4 2014 vs. Q1 2015 Engagement Restaurant brands represented in the Interbrand 100 are KFC, McDonald’s,
Pizza Hut, and Starbucks. This vertical posted more frequently in Q1 2015
and received less engagement, which is no surprise since Q4 2014 was
such a massively successful quarter engagement-wise for this vertical.
Restaurant brands were most successful with photos as a content type
during Q1 2015, and are making a big investment in video posts.
700 0.8 600 0.7 500 0.6 0.5 400 0.4 300 0.3 200 0.2 100 0.1 0 Q4 2014 0 Q1 2015 Likes Key Findings
Comments Shares Posts Engagement decreased for the restaurant vertical by 29% during Q1 2015. The number of brand
posts increased by 25%.
•Restaurant brands posted 24% more in Q1 2015 than in Q4 2014,
including 50% fewer links, 35% more photos, 100% more statuses,
and 65% more videos
•Restaurant brands’ link posts received 177% more shares in Q1 2015
than in Q4 2014
•Restaurant brands received 3,384,352 Likes in Q1 2015, 28% fewer
than they received in Q4 2014
•Restaurant brands received 93,804 shares in Q1 2015, 50% fewer
shares than they received in Q4 2014
1.6 800 1.4 700 1.2 600 1 500 0.8 400 0.6 300 0.4 200 0.2 100 0 •Restaurant brands decreased 29% in total engagement, coming in
at 3,537,785 in total engagement
Q1 2014 0 Q1 2015 Likes Comments Shares Posts Engagement decreased for the restaurant vertical year-over-year. The number of brand posts
decreased, as well.
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Posts Totat Engagement (Millions) Resturant VerAcal: Year-‐Over-‐Year Engagement •Restaurant brands received 59,629 comments in Q1 2015, 35% fewer
than they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
0.9 Posts Total Engagement (Millions) Posting More, Coming Down Off the Q4 2014
Engagement High
Takeaway
Restaurant brands experienced such respectable engagement in Q4
2014 that their engagement numbers were understandably less in Q1
2015. Despite this, the restaurant vertical still has one of the highest
levels of engagement of any other vertical in the Interbrand 100.
Restaurant brands are posting photos most by far, but are beginning
to solidly invest in video, too.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: RESTAURANTS
Why Is McDonald’s the Only Brand Growing
Engagement in Its Vertical?
McDonald’s was a particularly high-growth brand in the restaurant vertical
during Q1 2015, increasing its posting cadence by 104%, receiving 9%
more Likes and 54% more shares for a total engagement boost of 7%.
McDonald’s increased its video posting by 429% in Q1 2015, and reaped
the rewards with a 94% increase in video comments, 140% increase in
Likes on videos, and 9,906% increase in video shares. In fact, McDonald’s
top post for the quarter was a video.
Key Findings
•The multi-channel “Moments of Joy” campaign, which ran in 24 cities
in 24 countries on March 24 and included on- and off-line events
•Building on the excitement around popular holidays
•Showcasing photos of sweet treats
McDonald’s most engaging post in Q1 2015 was this video, which received 153,326 views, 1,070 Likes,
52 comments, and 1,372 shares.
Simply Measured 2015 Facebook Industry Report
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Takeaway
McDonald’s boosted its Facebook engagement by posting more
frequently, but also by posting as a part of larger campaigns and with
the intention of directing Facebook users to more information about
those campaigns. McDonald’s also scored with simple yet effective
images of their sweet treats, especially the celebratory ones.
McDonald’s second most engaging post in Q1 2015 was this one, which received 2,220
Likes, 53 comments, and 39 shares.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: FMCG
500 450 400 350 300 250 200 150 100 50 0 Total Enagement (Millions) 0.7 FMCG (Fast-Moving Consumer Goods) brands represented in the
Interbrand 100 are Colgate, Duracell, Gillette, Johnson & Johnson,
Kellogg’s, Kleenex, L’Oreal, Nestle, and Pampers. This vertical posted
less frequently in Q1 2015 than Q4 2014 and received less engagement.
FMCG brands drove the most engagement with photos as a content type
during Q1 2015, and are making a gigantic investment in video, judging
by the exponential increase in video posts.
0.6 0.5 0.4 0.3 0.2 0.1 0 Q4 2014 Q1 2015 Likes Comments Shares Posts Engagement decreased for the FMCG vertical by 21% during Q1 2015. The number of brand
posts decreased by 12%.
Kellogg’s was a real standout in this vertical, posting 120% more, and
receiving 83% more comments, 312% more Likes, and 354% more
shares—a 258% total increase in engagement in just three months.
Key Findings
FMCG VerAcal: Year-‐Over-‐Year Engagement •FMCG brands’ status posts received 250% more shares in Q1 2015
than in Q4 2014, and video posts received 211% more
•FMCG brands received 20,970 comments in Q1 2015, 30% more
than they received in Q4 2014
•FMCG brands received 433,078 Likes in Q1 2015, 24% fewer than
they received in Q4 2014
1.4 600 1.2 500 1.0 400 0.8 300 0.6 200 0.4 100 0.2 0.0 Q1 2014 Likes •FMCG brands received 36,447 shares in Q1 2015, the exact same
number of shares they received in Q4 2014
0 Q1 2015 Comments Shares Posts Engagement decreased for the FMCG vertical year-over-year. The number of brand posts
decreased, as well.
•FMCG brands decreased 21% in total engagement, coming in at
490,495 in total engagement
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Posts Total Engagement (Millions) •FMCG brands posted 12% less in Q1 2015 than in Q4 2014, but
posted 117% more videos
Simply Measured 2015 Facebook Industry Report
Posts FMCG VerAcal: Q4 2014 vs. Q1 2015 Engagement Photos Work Best, Video Is on the Rise, and
Kellogg’s Sets Itself Apart
Takeaway
FMCG brands’ posting cadence and engagement levels slid both in Q1
2015 and year-over-year. The FMCG vertical is posting photos most and
sees the greatest level of engagement with that content type, but Q1
2015 shows us that videos are this vertical’s most high-growth content
type and something to pay attention to as the year progresses.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: DIVERSIFIED
Diversiﬁed VerDcal: Q4 2014 vs. Q1 2015 Engagement Diversified brands represented in the Interbrand 100 are 3M, Caterpillar,
GE, John Deere, and Siemens. This vertical posted slightly less frequently
in Q1 2015 and received less engagement.
Diversified brands were most successful with photos as a content type
during Q1 2015, and are making a big investment in video posts. 3M
was a particularly high-growth brand in the diversified vertical.
450 400 350 300 250 200 150 100 50 Q4 2014 0 Q1 2015 Likes Key Findings
Comments Shares Posts Engagement decreased for the diversified vertical by 44% during Q1 2015. The number of brand
posts decreased by 1%.
•Diversified brands posted 1% less in Q1 2015 than in Q4 2014,
including 17% fewer links, 4% fewer photos, 67% fewer statuses,
and 44% more videos
Total Engagement (Millions) •Diversified brands received 9,283 comments in Q1 2015, 37% fewer
than they received in Q4 2014
•Diversified brands received 427,540 Likes in Q1 2015, 39% fewer
than they received in Q4 2014
0.6 0.5 0.4 0.3 0.2 0.1 0.0 •Diversified brands received 47,417 shares in Q1 2015, 69% fewer
shares than they received in Q4 2014
Q1 2014 Q1 2015 Likes •Diversified brands decreased 44% in engagement, coming in at
484,240 in total engagement
500 450 400 350 300 250 200 150 100 50 0 Comments Shares Posts Diversiﬁed VerAcal: Year-‐Over-‐Year Engagement •Diversified brands’ video posts received 41% more comments, 106%
more Likes, and 100% more shares in Q1 2015 than in Q4 2014
Simply Measured 2015 Facebook Industry Report
1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 Posts Total Engagement (Millions) Photos Stay Most Successful, But Videos See
Huge Engagement Surge
Posts Engagement increased for the diversified vertical year-over-year. The number of brand posts decreased.
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Takeaway
Diversified brands’ posting cadence held about steady in Q1 2015. The
diversified vertical is posting photos most and sees the greatest level of
engagement with that content type, but Q1 2015 shows us that videos
are this vertical’s most high-growth content type and something to pay
attention to as the year progresses.
Simply Measured 2015 Facebook Industry Report
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VERTICAL REPORT: DIVERSIFIED
3M Wins Engagement Growth with
Brand-True Videos and Partnerships
3M was a particularly high-growth brand in the diversified vertical during
Q1 2015, increasing its posting cadence by 124%, receiving 232%
more comments, 516% more Likes, and 618% more shares for a total
engagement boost of 520%.
3M was an early adopter of video within the diversified vertical, and it’s
reaping the rewards. In fact, two out of 3M’s three most engaging posts
during Q1 2015 were videos.
Key Findings
•Visually stunning, science-based videos which suavely avoided the
sales pitch
•Building on the momentum of popular events like SXSW
•Partnering with socially super-successful brands like MTV
3M’s most engaging post in Q1 2015 was this video, which received 2,329,517 views, 15,710 Likes,
255 comments, and 1,198 shares.
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Takeaway
3M boosted its Facebook engagement by posting more frequently, but
also by posting more strategically. By devoting resources to creating
compelling, entertaining video content and partnering smartly, this
brand grabbed the attention of existing fans and audiences it previously
didn’t touch.
3M’s second most engaging post in Q1 2015 was this one, which received 2,532 Likes, 6 comments,
and 18 shares.
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VERTICAL REPORT: APPAREL
Apparel VerBcal: Q4 2014 vs. Q1 2015 Apparel brands represented in the Interbrand 100 are Gap, H&M, Hugo
Boss, Ralph Lauren, and Zara. This vertical posted less frequently in Q1
2015 and received less engagement because of that.
Apparel brands posted photos the most and drove the most engagement
from that content type during Q1 2015. The number of videos posted
during this time period grew, as well.
2.3 2.3 2.2 2.2 2.1 2.1 2.0 2.0 1.9 1.9 1.8 Key Findings
900 800 700 600 500 400 300 200 100 Q4 2014 0 Q1 2015 Likes •Apparel brands posted 33% less in Q1 2015 than in Q4 2014,
but posted 9% more videos
Comments Shares Posts Engagement decreased for the apparel vertical by 11% during Q1 2015. The number of brand
posts decreased by 27%.
•Apparel brands received 15,323 comments in Q1 2015, 39% fewer
than they received in Q4 2014
Apparel VerBcal: Year-‐Over-‐Year Engagement •Apparel brands received 42,839 shares in Q1 2015, 26% fewer
shares than they received in Q4 2014
•Apparel brands decreased 11% in engagement, coming in at
2,010,654 in total engagement
3.5 900 3.0 800 700 2.5 600 2.0 500 1.5 400 300 1.0 200 0.5 0.0 100 Q1 2014 0 Q1 2015 Likes Comments Shares Posts Engagement decreased for the apparel vertical year-over-year. The number of brand posts
decreased, too.
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Posts Total Engagement (Millions) •Apparel brands received 1,952,492 Likes in Q1 2015, 10% fewer
than they received in Q4 2014
Simply Measured 2015 Facebook Industry Report
Posts Total Engagement (Millions) Posting Less and Receiving Less Engagement
Takeaway
The apparel vertical is posting photos most and sees the greatest level
of engagement with that content type, but Q1 2015 shows us that videos
are this vertical’s most high-growth content type and something to pay
attention to as the year progresses.
Simply Measured 2015 Facebook Industry Report
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Conclusion
As Facebook evolves, so do the top global brands who use the social
network for brand awareness, touting new products, communicating with
fans, and driving innumerable business results. What success consists of
varies by vertical and by brand, depending on what a brand’s goals are.
Standout trends include:
Lucy Hitz is a Content Marketing
Producer at Simply Measured, where
she works on longform content and
writes for the award-winning social
analytics blog. Her favorite musical
artist is Taylor Swift, and you can find
her on Twitter at @LLHitz.
•The Interbrand 100 experienced a dramatic increase in engagement
year-over-year
•Shares increased across verticals during Q1 2015, largely due to
photos and videos
•Brands like Adidas, McDonald’s, and 3M saw record engagement
growth with Facebook videos
•The media vertical was the most successful at engagement, while the
business services vertical saw the most fan growth (though still minor)
•Retail and automotive brands responded to fans most, while
electronics and media brands responded fastest
Avenicio Baca is the Client Services
Engineer on our Professional Services
team. He spends his days wrangling
large datasets and kittens.
•The Interbrand 100’s links and photos drove the most engagement,
while photo and video sharing Increased
Growing a healthy presence on Facebook requires more strategy than
optimizing your posting frequency. Interbrand 100 companies are
experiencing progress, challenges, and discoveries as they continue to
experiment with techniques on the network.
Facebook® is a registered trademark of Facebook, Inc.
Simply Measured 2015 Facebook Industry Report
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