State of Social Media in Brazil - setembro 2014
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O Cenário das Redes Sociais e
Métricas que Realmente Importam
Agosto de 2014
Alex Banks, VP Latin America & Director Brazil
Tania Yuki, CEO e Fundadora do Shareablee
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 2
Cenário das Redes Sociais
© comScore, Inc. Proprietary. 3 #estadodesocialmedia
Fonte: comScore Media Metrix®, Julho2014, Global, Casa e Trabalho, PC-Laptop, Idade15+
Engajamento em Redes Sociais por Região
8.13 7.41
6.38
4.96
2.49
América Latina Europa América do Norte Africa Asia-Pacifico
Média de Horas por Visitante
© comScore, Inc. Proprietary. 4 #estadodesocialmedia
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, PC-Laptop, Idade15+
Em todas as Regiões do Mundo, as Mulheres são mais engajadas
7.75
6.70
5.42
4.57
2.36
8.51
8.12
7.27
5.61
2.65
América Latina
Europa
América do Norte
Global
Asia Pacífico
Média de Horas por Visitante
Homens Mulheres
© comScore, Inc. Proprietary. 5 #estadodesocialmedia
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 15+
No Brasil, a Média de Minutos por Visita em Sites de Redes
Sociais é maior do que em cada Região do Mundo. Média de Minutos por Visita em Sites de Redes Sociais
América Latina África Europa Global América do Norte Ásia Pacífico
Brasil
18.5
Worldwide
12.5
© comScore, Inc. Proprietary. 6 #estadodesocialmedia Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+
O Brasil é o País Latino com Maior Número de Visitantes
Diários em Redes Sociais
60,584
30,118
7,050 6,825 2,737 1,996 1,974 647
LatinAmerica
Brazil Argentina Mexico Venezuela Peru Chile Uruguay
Média de Visitantes Diários(000)
© comScore, Inc. Proprietary. 7 #estadodesocialmedia
Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+
O Brasil é responsável por 10% do tempo total consumido
globalmente em Redes Sociais, ocupando o segundo lugar
69,586
48,171
45,040
29,895
18,876
15,501
13,478
11,867
11,708
10,555
United States
Brazil
Russian Federation
China
Turkey
Germany
United Kingdom
Italy
India
France
Total de Minutos (MM)
© comScore, Inc. Proprietary. 8 #estadodesocialmedia
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
Social Media é a categoria com maior tempo de navegação
entre os internautas brasileiros
50,577
30,946 27,090
23,386
15,678
Social Media Corporate Presence Portais Serviços Entretenimento
Total de Minutos(MM)
© comScore, Inc. Proprietary. 9 #estadodesocialmedia
Perfil da Audiência de Social Media no Brasil
9.0
26.9 26.2
18.8
12.3
6.8
Pessoas: 6-14 Pessoas: 15-24 Pessoas: 25-34 Pessoas: 35-44 Pessoas: 45-54 Pessoas: 55+
% del Total de Visitantes Únicos
Homens 47%
Mulheres 53%
% Composição de Minutos
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
© comScore, Inc. Proprietary. 10 #estadodesocialmedia
Pessoas de 45 a 55 anos têm grande afinidade com Redes
Sociais, porém são menos engajadas do que os mais jovens
107
121
90
88
94
95
Índice de Engajamento
57
109
107
108
109
108
Pessoas: 6-14
Pessoas: 15-24
Pessoas: 25-34
Pessoas: 35-44
Pessoas: 45-54
Pessoas: 55+
Índice de Afinidade
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
© comScore, Inc. Proprietary. 11 #estadodesocialmedia
Mais da metade da audiência da categoria de Redes Sociais está concentrada na
Região Sudeste, com São Paulo sendo responsável por 29%
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
Centro-Oeste
8% Norte 5%
Nordeste 19%
Sul 17%
Sudeste 51%
% Por Região
São Paulo 29%
Rio de Janeiro
12%
Minas Gerais
8% Paraná 6%
Rio Grande do Sul
7%
Santa Catarina
4%
Bahia 5%
Distrito Federal
4%
Other 25%
% Por Estado
© comScore, Inc. Proprietary. 12 #estadodesocialmedia
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, Brasil, PC/Laptop, Idade 6+
Distribuição de Tempo em Redes Sociais no Brasil
Facebook 96.7%
TWITTER.COM 0.8%
BADOO.COM 0.8%
TUMBLR.COM 0.6%
VOSTU.COM 0.3%
Linkedin 0.3%
ASK.FM 0.2%
Orkut 0.2%
Other 3.3%
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 13
The State of Social Media
Presentation of Shareablee in Brasil
© comScore, Inc. Proprietary. 14 © comScore, Inc. Proprietary.
Shareablee: Our Three Key Benefits
Competitive Benchmarking
Audience Engagement
Insights
Actionable Predictive Analytics
#estadodesocialmedia
© comScore, Inc. Proprietary. 15 © comScore, Inc. Proprietary.
Our Mission
Shareablee uses big data to help marketers
see exactly where to focus time and money to
maximize the reach and effectiveness of their
social content marketing
#estadodesocialmedia
© comScore, Inc. Proprietary. 16 © comScore, Inc. Proprietary.
All of these are hurled at you when you mention social
media success
? Fans, followers, media, engagement, posts, pins,
tweets, repins, favorites, replies, retweets, buzz,
mentions, actions, consumptions, clicks,
impressions, community, shares, comments, likes,
growth in likes, recommends, follows, links,
statuses, quotes, replies, more…
#estadodesocialmedia
© comScore, Inc. Proprietary. 17 © comScore, Inc. Proprietary.
The top three posts of 2013 in Brasil, however, all saw a higher ratio of Shares than Likes,
and also garnered more than 2 ½ million actions combined (71% of these actions were
shares)
https://www.facebook.com/163750870349445/posts/471641332893
729
https://www.facebook.com/209164075784819/posts/538987996135
757
https://www.facebook.com/204019129639331/posts/543185429056
031
#estadodesocialmedia
© comScore, Inc. Proprietary. 18 #estadodesocialmedia
Measuring What Matters in Social Media
Engaged Audience (not just Fans,
Followers, Actions)
The Impact of Content Strategy
ROI: Audience share, Brand affinity/lift, Website traffic,
Purchase
© comScore, Inc. Proprietary. 19
Measuring Your Engaged
Audience
(not just Fans/Followers)
© comScore, Inc. Proprietary. 20
Brands have focused on amassing huge amounts of fans, but how do you
measure their value?
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
January February March April May June
Number of Fans
Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage Brasil - Media/News/Publishing Brasil - QSR Brasil - TV
#estadodesocialmedia
© comScore, Inc. Proprietary. 21
By measuring by the size of a company’s active audience, you can get an idea
of what the ROI for social media is.
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
January February March April May June
Unique Engaged Audience
Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage Brasil - Media/News/Publishing Brasil - QSR Brasil - TV
#estadodesocialmedia
© comScore, Inc. Proprietary. 22
Social Audiences Are Growing Fast, with total social moments across Facebook increasing by 71%
since 2013 across top properties in Brasil while post frequency went down.
#estadodesocialmedia
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Number of Posts Across Brasil’s Top Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
-5%
100
95
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Social Moments Across Brasil’s Top Facebook Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
+71%
140K
240K
© comScore, Inc. Proprietary. 23
Fan Growth in Latin America: There is a huge increase in the number of fans
that are actively seeking to engage with pages in Latin America.
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Fan Growth across Facebook in Latin America Source: Shareablee January 2013 to June 2014.
Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm
+179% +314% +255% +196% +205% +173% +194%
#estadodesocialmedia
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
© comScore, Inc. Proprietary. 24
Action Growth: Engagement with Facebook pages in Latin America largely
follows the same trend in growth that attracting fans does across the region.
#estadodesocialmedia
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
0
50,000
100,000
150,000
200,000
250,000
300,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Actions Growth across Facebook in Latin America Source: Shareablee January 2013 to June 2014.
Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm
© comScore, Inc. Proprietary. 25
Twitter sees a more significant increase in total engagement, even while the
number of tweets don’t increase dramatically.
#estadodesocialmedia
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Number of Tweets Across Brasil’s Top Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
+12%
34
79
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Social Moments Across Brasil’s Top Twitter Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
+184%
140K
240K
© comScore, Inc. Proprietary. 26
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Actions Growth across Twitter in Latin America Source: Shareablee January 2014 to June 2014.
Argentina Brasil Chile Colombia Mexico Peru Latin America
Action Growth: Engagement with Twitter pages in Latin America sees the same growth
trend that Facebook sees, but there is a more rapid pace of engagement expansion.
+184% +233% +219% +455% +1410% +172% +264% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
© comScore, Inc. Proprietary. 27
Action Growth: Engagement with Twitter pages in Latin America sees the same growth
trend that Facebook sees, but there is a more rapid pace of engagement expansion.
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-May 2014
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Number of Media Across Brasil’s Top Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
+177%
100
95
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Monthly Actions on Instagram across Brasil's Top Properties Source: Shareablee January 2013 to June 2014.
Brasil Pages
+751%
452K
3.85M
© comScore, Inc. Proprietary. 28
The Rise of Instagram in Brasil: Social Audiences Are Growing Fast, particularly in their use of
Instagram in Brasil. Brands in Brasil that use Instagram have seen a 751% increase in engagement
since January of 2013.
Instagram: January 2013 to June 2014 By the Numbers
Engaged Social Moments across Top Instagram Properties 31M
Total Pieces of Content Posted by Brasil's Top Instagram Properties 34K
Actions per Post (average) 1081
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Monthly Actions on Instagram across Brasil's Top Properties Source: Shareablee January 2013 to June 2014.
Brasil Pages
+751%
452K 3.8M
#estadodesocialmedia
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
© comScore, Inc. Proprietary. 29
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Actions Amplification across Facebook Source: Shareablee January 2013 to June 2014.
Brasil - Automotive Brasil - CPG Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Finance/Banking Brasil - Food/Beverage
Brasil - Health/Beauty Brasil - Media/News/Publishing Brasil - Other Brasil - QSR Brasil - Retail Brasil - Sports
Brasil - Technology Brasil - Telecom Brasil - Travel/Leisure Brasil - TV
Brasil Trends by Verticals: Media/News/Publishing dominates Brasil’s
engagement in 2014
+538%
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
© comScore, Inc. Proprietary. 30
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14
Actions Amplification across Facebook Source: Shareablee January 2013 to May 2014.
Global - Automotive Global - CPG Global - Entertainment Global - Fashion/Clothing Global - Finance/Banking
Global - Food/Beverage Global - Health/Beauty Global - Media/News/Publishing Global - Quick Serve Restaurant Global - Retail
Global - Technology Global - Telecom Global - Travel/Leisure Global - TV
For Global Properties, TV related properties dominate, but Entertainment, Fashion/Clothing and
Media/News/Publishing also see huge returns on engagement in 2014 as action growth continues.
+209%
+788%
+359%
+369%
#estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
© comScore, Inc. Proprietary. 31 #estadodesocialmedia
93.5%
5.6% 0.8%
ENGAGEMENT BY
PLATFORM IN BRASIL:
The Pie is Growing
(But Facebook still rules) 50%
Q2 2013
331M Actions
Q2 2014
470M Actions
93.5%
5.9% 0.6%
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
© comScore, Inc. Proprietary. 32
Argentina 14%
Brasil Pages 58%
Chile 3%
Colombia 5%
Mexico 21%
Peru 7%
Q2 2013 Argentina
11%
Brasil Pages 50%
Chile 3%
Colombia 7%
Mexico 25%
Peru 8%
Q2 2014
The overall volume of activity in Latin America has increased, with Brasil generating the majority of
the activity. Mexico’s piece of the pie has grown as a percentage, but Brasil still sees a significantly
higher volume of engagement.
Q2 2013
559M Actions
Q2 2014
1.02BN Actions
#estadodesocialmedia
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
© comScore, Inc. Proprietary. 33
Measuring Audience Quality
© comScore, Inc. Proprietary. 34 #estadodesocialmedia
How Loyal are Social Audiences?
27%
28%
29%
32%
33%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Brasil
Argentina
Peru
Colombia
Mexico
Chile
% Returning
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jun 2014
© comScore, Inc. Proprietary. 35
How much of my engagement consists of what I value most?
12% 7%
12%
20%
11% 12% 10%
17% 19% 20%
5% 11% 9% 12% 10%
13% 10%
6%
4%
5%
7%
3% 4%
6%
4% 7% 6%
5%
6% 7% 8% 10% 5% 9%
82% 89%
83%
73%
86% 84% 85% 79%
74% 74%
90% 83% 84%
81% 80% 82% 81%
Shares Comments Likes
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 36
Brazil sees a much higher overall volume of Sharing, which could indicate why
the audience is typically more active.
19%
10% 12%
37%
13% 10% 10%
19% 21%
32%
6%
15% 11% 14% 15%
12% 11%
5%
3% 3%
4%
2% 3% 5%
3% 6%
3%
4%
7%
2%
7% 6%
4% 13%
75%
87% 85%
60%
85% 88% 85%
78% 73%
65%
90%
78%
87%
79% 79% 84%
77%
Shares Comments Likes
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 37
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Amplification across Facebook in Latin America Source: Shareablee January 2013 to June 2014.
Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm
Amplification Growth: While Brasil sees the largest volume of sharing in Latin America,
Mexico sees the highest growth with a 189% increase in sharing since January 2013
-10% +93% +129% +189% +71% +30% +17%
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 38
While the overall engagement rate has increased in Brasil by 71% since January
2013, Sharing has actually decreased
Jan 2013 June 2014
Total Shares 27,665,553 24,847,017
(-10%)
Shares per Post 423 403
(-5%)
Posts per Month 100 95
(-5%)
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Total Amplification Across Brasil’s Top Facebook Properties Source: Shareablee January 2013 to May 2014.
Brasil Pages
-10%
28M
25M
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 39
Media/News/Publishing pages dominate the total amount of shares in Brasil, but
Entertainment, Food/Beverage and Health/Beauty have a strong showing as well.
Automotive 1%
CPG 2%
Entertainment 14%
Fashion/Clothing 2%
Finance/Banking 0%
Food/Beverage 6%
Health/Beauty 5%
Media/News/Publishing 57%
Other 5%
Quick Serve Restaurant 0%
Retail 4%
Sports 0%
Technology 1%
Telecom 1%
Travel/Leisure 1%
TV 1%
% of Shares
Automotive
CPG
Entertainment
Fashion/Clothing
Finance/Banking
Food/Beverage
Health/Beauty
Media/News/Publishing
Other
Quick Serve Restaurant
Retail
Sports
Technology
Telecom
Travel/Leisure
TV
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 40
Measuring Social Discussions: Media/News/Publishing still sees the highest portion of commenting,
but Food/Beverages sees a significant amount of comments, greatly increasing from the volume of
shares.
Automotive 1%
CPG 2% Entertainment
5%
Fashion/Clothing 1%
Finance/Banking 0%
Food/Beverage 12%
Health/Beauty 2%
Media/News/Publishing 60%
Other 2%
Quick Serve Restaurant 0% Retail
6%
Sports 0%
Technology 2% Telecom
1%
Travel/Leisure 1%
TV 3%
Share of Social Word of Mouth
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 41
The Impact of Content Strategy
© comScore, Inc. Proprietary. 42
Frequency Growth: While LatAm and the US see an increase in monthly posts per brand, Brasil
actually sees a slight decrease throughout the year.
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
0
20
40
60
80
100
120
140
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Monthly Posts Per Brand across Facebook Source: Shareablee January 2013 to June 2014.
LatAm Brasil Pages USA
0
20
40
60
80
100
120
140
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Monthly Posts Per Brand across Facebook Source: Shareablee January 2013 to June 2014.
LatAm Brasil Pages USA
+29% -5% +35%
© comScore, Inc. Proprietary. 43
Post Frequency: how much should you post? Brasil saw a decrease in overall post frequency throughout since
2013. Media/News/Publishing brands post most frequently, increasing their frequency by 17% since 2013. This
increase in post frequency is accompanied by a 538% increase in engagement for the category.
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
0
50
100
150
200
250
300
350
400
450
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Monthly Posts Per Brand in Brasil across Facebook Source: Shareablee January 2013 to June 2014.
Brasil - Automotive Brasil - CPG Brasil - Entertainment Brasil - Fashion/Clothing
Brasil - Finance/Banking Brasil - Food/Beverage Brasil - Health/Beauty Brasil - Media/News/Publishing
Brasil - Other Brasil - QSR Brasil - Retail Brasil - Sports
Brasil - Technology Brasil - Telecom Brasil - Travel/Leisure Brasil - TV
+17%
© comScore, Inc. Proprietary. 44
Post Type: Photos consistently drive content performance across top pages in Brasil in H1 2014.
Videos also see a slight boost in engagement, while Status and Link posts see a dramatic decrease
in engagement.
3% 12%
2%
82% % Type of Posts - Facebook
1% 3% 3%
93%
Status Link Video Photo
% Engagement Driven by These Posts - Facebook
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 45
How much is post type strategy affected by vertical in Brasil?
95%
77% 77%
2% 2% 1% 1% 4% 4% 2%
17% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brasil - Fashion/Clothing Brasil - Media/News/Publishing Brasil - Travel/Leisure
Photo Video Status Link% POST
% ENGAGEMENT 97%
92% 91%
2% 1% 3% 0% 1% 1% 1% 5% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brasil - Fashion/Clothing Brasil - Media/News/Publishing Brasil - Travel/Leisure
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 46
How much is post type strategy affected by vertical in Latin America?
87.6%
56.2%
74.8%
3.8% 1.1%
8.3% 2.1% 4.9% 5.0% 6.4%
37.7%
11.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure
Photo Video Status Link% POST
% ENGAGEMENT 92.9%
85.0%
92.7%
5.3% 1.0% 2.5% 0.4% 1.3% 1.0% 1.3%
12.6%
3.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 47
How much is post type strategy affected by vertical on a Global Scale? Performances are similar
across the globe, except here Video posts underperform as well as Statuses and Links continue to
underperform across verticals.
89.0%
45.0%
77.9%
2.8% 3.0% 3.0% 2.4% 7.4%
4.3% 5.8%
44.5%
14.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure
Photo Video Status Link% POST
% ENGAGEMENT 99.4%
61.5%
91.7%
0.4% 2.9% 3.0% 0.1% 2.2% 1.1% 0.1%
33.4%
4.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
#estadodesocialmedia
© comScore, Inc. Proprietary. 48
Some brands/industries use certain calls to action to drive more engagement (likes,
shares, comments). What about Including Questions with Facebook Posts?
25%
22%
75%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Engagement
Posts
Includes Question Does Not Include Question
* For Pages in Brasil, Including Questions in August 2014 was a strategy that
increased engagement by 14%.
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Aug 2014
#estadodesocialmedia