the z-100 report: the top 100 brand pages on facebook
DESCRIPTION
The Z-100 highlights key trends for 100 of the largest business pages on Facebook. The reports provides data samples and insights on some of the major issues around Facebook page marketing, including: - Page’s fan growth rates - Posting volume and scheduling - Listing of top performing posts - Listing of most viral subjectsTRANSCRIPT
© 2012 Zuum
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Analysis for Oct 2012 ZuumSocial.com
Report:
The Z-100 Trends, strategies and tactics for 100 of the top business pages on Facebook.
Zuum: A Social Media Strategy Tool
© 2012 Zuum
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Benchmarksaverage number of posts per page
average page fan growth rate
average engagement rate per post
average number of fans
of all posts were photos
of all posts were status updates
of all posts were links
of all posts were videos
67 3.43%.09%
15.4 million75%
5%13%
7%
Activity for October, 2012
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Leaderboard: Sorted by engagement rate.
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Showing top 10, plus Top 100 averages.
Gradients represent top 10 standing for that column.
๏ Overall average engagement rate of .09%.
๏ 3 of 10 most engaging pages are luxury brands.
๏ None of the 10 most engaging pages are above average in posting volume.
๏ Overall average posting volume of 67 times that month, or over 2x per day.
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Leaderboard: Sorted by fan growth rate.
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Showing top 10, plus Top 100 averages.
Gradients represent top 10 standing for that column.
๏ Four of ten fastest growing pages are above average page size.
๏ Only 3 fastest growing pages are above average posting volume.
© 2012 Zuum
Content Overview
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๏ 75% of all posts were photos
๏ Average monthly posting volume of 67
๏ More Sharing than Commenting. Potentially great for brands wanting to leverage influential word of mouth.
๏ Links second most common media type. Status is least common.
© 2012 Zuum
Engagement By Day and Time
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๏ Strongest engagement on Sundays and Mondays.
๏ Tuesday has lowest engagement rate of any day.
๏ Generally strongest weekday engagement in mornings and evenings.
๏ Friday’s engagement wanes as people move into the weekend.
Larger circle indicates more posts.
Darker circle indicates higher engagement rate.
Times posted are GMT-5.
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Most Viral Subjects
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๏ Qualified the subject pool for more common terms by setting minimum number of pages to 5 (5% of total)
๏ “Jump” and “Felix”: Red Bull’s Stratos jump was one of the most viral subjects.
๏ “Costume” has very high virality, a good example of timely content resonating. Costume is also a highly visual subject.
© 2012 Zuum
Subject Analyzer: Most Viral Subject: “Felix”
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๏ Great branded content story for Red Bull.
๏ Engagement rate of .25% (almost 3x industry average of .09%).
๏ 26 total posts that month. Topic was posted by 9 pages other than Red Bull.
๏ High rate of rich media, as shown by number of video, photo, and link posts.
© 2012 Zuum
Most Common Fan Post Subjects
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๏ Breast Cancer Awareness campaign generating impressive impact across numerous pages.
© 2012 Zuum
Key Takeaways
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๏ Successful brands are focusing more on posting quality than quantity. Some of the most engaging brands are posting below average rates, and Status updates, which used to be the most frequent type of brand post, are now the least common.
๏ Photos dominate as media type. They also tend to have high rates of sharing.
๏ Even large pages are still gaining fans at solid rates. Indicates a continuing opportunity for growth.
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© 2012 Zuum
About This Report
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The Z-100 is a monthly analysis of 100 of the largest consumer brand pages on Facebook.
All data was gathered and analyzed using content strategy tool Zuum.
For a Free downloadable Leaderboard, including a full list of pages analyzed, visit ZuumSocial.com/Z-100.
If you’d like additional insights, either for publishing or applying to your business, please email [email protected]
Thank you,
Doug SchumacherCo-FounderZuum
© 2012 Zuum
A Social Media Strategy Tool
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Zuum helps marketers maximize performance for their social media properties by showing them specifically what types of content drive the highest levels of engagement.
ZuumSocial.comFree DemoSee how Zuum can improve your page performance