
Digital agency AMDG shared the results of a monthly analysis of the effectiveness of brands in social networks. In April there were new products, April Fools' pranks and holiday greetings. Read about the new type of animated videos from Mila, lifestyle videos of brands on TikTok and the launch of Mark Formelle’s collaboration with Johnny Depp in the latest Digital Review.
In contact with
In April, Mark Formelle again became the leader among Belarusian brand communities on VKontakte. Second place belongs to trikotazh.by . The Ami Furniture account managed to rise two positions and take 4th place. Instead, the Mila community took 6th place. Kufar moved from 9th to 7th place. In April, “ Island of Purity and Taste ” entered the TOP 10 most effective brands, taking 9th position. In March, the store chain account was in 11th place. The “ 21vek.by ” community managed to take only 10th place in April; in March it was in 4th place.
BRAND
η_SMM
1.
Mark Formelle
3.5
2.
trikotazh.by
3.8
3.
Traffic light
7.2
4.
Ami Furniture
7.8
5.
CONTE
8.4
6.
Mila
10.3
7.
Kufar
11.0
8.
Euroopt
13.5
9.
Island of purity and taste
14.5
10.
21vek.by
14.6
eleven.
5th element
15.0
12.
MTS
15.0
13.
A1
15.2
14.
life:)
16.0
15.
BYCKOVSKI
16.8
16.
Three prices
17.2
17.
AutoStrong-M
19.4
18.
SLAVIA
19.9
19.
OZ
20.3
20.
MakeTravel
21.7
21.
kvitki.by
22.0
22.
Belwest
22.2
23.
Belorusneft
22.5
24.
Fixprice
24.0
25.
Water park "Lebyazhiy"
24.5
26.
Burger King
24.8
27.
Dodo Pizza
25.1
28.
Belita
26.9
29.
Brest MK
27.6
thirty.
av.by
28.5
31.
Wildberries.by
29.0
32.
Huawei
29.6
33.
Atlant
29.8
34.
MEGATOP
32.5
35.
Sberbank
33.0
36.
Ticketpro
33.6
37.
Toys Polesie
35.8
38.
Hypermarket Green
35.8
39.
Belor Design
36.4
40.
Belarusbank
38.7
41.
Rosting
38.7
42.
ABW.BY
38.8
43.
Adukar
40.6
44.
Tree of Knowledge
41.2
45.
Bellakt
41.7
46.
CLANS Store
43.7
47.
Alfa Bank
43.8
48.
TEZTOUR
44.0
49.
Realt
44.5
50.
Yves Rocher
44.6
On the eve of the holidays, users showed the greatest activity in the 21vek.by account under posts with recipes. The video with the preparation of Snickers Easter cheese received the most views. It was viewed more than 8 thousand times, which is almost 2 times the average. 5 people liked the post.
In April, Mark Formelle came to subscribers with news about a new product – one “Dobby is free” sock. The brand suggested using it as an eco-friendly way to announce the end of a relationship. The post was shared by 15 people, and more than 40 users liked it.
The most popular post on Mark Formelle's account was the giveaway for a home kit. The terms of the competition allowed us to collect 12.8 thousand comments and more than 660 likes. The post was shared by more than 100 users. In total, 14 more posts were published in April than in March. The average number of views on posts during the period decreased by 1.2 times, while the number of likes increased by 30% on average.
Kufar subscribers were most attracted by the post about the sale of a Volkswagen Beetle car. The number of views on the publication exceeded 60 thousand. The post received 43 likes and 14 comments. At the same time, on average, in April, a post was rated by 11 users. In March, the most widely-reached publication received 1.8 times fewer views.
The first and second places still belong to the A1 and CONTE accounts, respectively. Mark Formelle managed to rise from 5th position and enter the top three. The Belavia community lost 4th place to ABW.by and in April moved to 6th position. The Belorusneft community managed to rise from 6th to 5th place. MTS was again ahead of the Brest MK account and took 9th place in the rating table.
BRAND
η_SMM
1.
A1
4.3
2.
CONTE
6.3
3.
Mark Formelle
8.5
4.
ABW.BY
8.6
5.
Belorusneft
8.7
6.
Belavia
9.9
7.
Priorbank
10.1
8.
Belita
10.5
9.
MTS
11.2
10.
Brest MK
11.8
eleven.
Sberbank
13.6
12.
Hypermarket Green
15.7
13.
LG
16.1
14.
AutoStrong-M
16.4
15.
Red food eagle
16.7
16.
MTBank
17.0
17.
Kufar
17.6
18.
OZ
19.5
19.
Adzenne Honar
20.5
20.
BelorDesign
20.7
21.
Volkswagen
22.3
22.
Savushkin product
22.8
23.
Crown
23.7
24.
VTB Bank
23.9
25.
kvitki.by
25.3
26.
21vek.by
26.7
27.
Vetliva
27.6
28.
Ami Furniture
28.2
29.
Euroopt
28.8
thirty.
Mazda
28.8
31.
Hyundai
30.7
32.
Spartacus
30.9
33.
AUTOIDEA
31.5
34.
Land Rover
32.5
35.
Ticketpro
32.6
36.
TEZ TOUR
33.3
37.
Belinvestbank
34.0
38.
life:)
34.8
39.
Bank Dabrabyt
35.8
40.
Kravt
36.3
41.
Jaguar
37.0
42.
Alfa Bank
37.8
43.
Architectural studio "Zrobim"
39.5
44.
Hippo
40.0
45.
Pizza Tempo
40.6
46.
Belgazprombank
40.6
47.
5th element
42.7
48.
Relouis
44.2
49.
Bank BelVEB
48.7
50.
Verba
49.7
A1 celebrated its 25th anniversary in April. In honor of this event, the telecom operator decided to thank the very first A1 subscribers for their trust. The post about how the gift presentation went was rated by more than 320 users. In the comments, subscribers shared their history of interaction with A1 and congratulated the company on its anniversary. In total, more than 80 messages were left under the post.
In April, most of Belavia’s posts were dedicated to the Belarusian woman’s flight into space. The maximum number of likes was collected by the publication in which the company congratulated the astronaut on her return to Earth. The post was rated by more than 430 users, which is 6.9 times the community average. The post received 15 comments and 10 reposts.
Belorusneft subscribers on Facebook reacted positively to the idea of the gas station network to tell about interesting places in Belarus. A publication with the history of a water mill near Minsk received 39 likes, which is 2.1 times higher than the average. 4 users shared the post on their page.
Despite the fact that 4 fewer posts were published in April, the number of comments and likes increased compared to March.
Classmates
In April, CONTE displaced Mitrik from the first line of the Odnoklassniki brand performance rating. The Mark Formelle account, which last month ranked only 11th, entered the TOP 3 in April and took 3rd place. The “ Brest MK ” community managed to move up one line and take 5th position. The 10th line belongs to the account of the operator A1 , which was 12th in March.
BRAND
η_SMM
1.
CONTE
4.9
2.
Mirtrik
6.6
3.
Mark Formelle
8.2
4.
Mila
9.8
5.
Brest MK
10.2
6.
Euroopt
10.5
7.
Bonna Image
11.4
8.
AutoStrong-M
12.4
9.
A1
12.7
10.
Island of purity and taste
12.7
eleven.
Kufar
13.8
12.
Savushkin product
14.8
13.
Almy
15.0
14.
Tree of Knowledge
15.2
15.
Three prices
15.6
16.
Furniture factory "Progress"
15.8
17.
Wildberries.by
17.3
18.
MTS
19.9
19.
Pinskdrev
21.5
20.
MEGATOP
22.3
21.
Belarusbank
22.3
22.
Atlant
22.5
23.
Beltelecom
25.3
24.
Santa
25.3
25.
Voka TV
25.7
26.
Bank Dabrabyt
26.0
27.
Hypermarket Green
26.6
28.
Belwest
28.6
29.
E-dostavka.by
28.6
thirty.
Red food eagle
29.2
31.
Volkswagen
29.5
32.
av.by
29.8
33.
Belinvestbank
31.1
34.
Neighbours
31.3
35.
Dobron
32.4
36.
TM Ganna
33.9
37.
Travel agency Geography
34.5
38.
kvitki.by
34.8
39.
5th element
35.4
40.
Spartacus
35.8
41.
Belposhta
36.0
42.
OMA
36.3
43.
Kommunarka
38.6
44.
Yves Rocher
40.2
45.
Pay
41.3
46.
NELVA
41.7
47.
Elektrosila
44.8
48.
Verba
45.2
49.
Bank BelVEB
45.6
50.
Minskintercaps
46.1
The Brest Meat Processing Plant account managed to attract the attention of subscribers with a recipe for onion pie, which was shared by more than 70 users. The post received more than 600 likes, exceeding the average by 3.2 times. On average, the April publications of the meat processing plant collected 206 “classes”.
In April, engagement on the Brest MK page was increased by holding a drawing for an Easter set. The publication received more than 170 likes and 315 comments. 32 subscribers reposted. On average, each post published in the community during the study period was commented on about 35 times.
In April, the A1 account published 9 more posts than in the previous month. The most popular post was about discounts on goods in the A1 chain of stores in honor of the company’s 25th anniversary. The entry was rated by 39 people. The average number of ratings on the brand's April records reached 15 “classes.”
During the study period, CONTE and 21vek.by swapped places. The CONTE account was in second place, and 21vek.by was in third place. The Ami Furniture community rose from 7th to 4th place. “ 5th element ” dropped one position and became 5th. The trikotazh.by page moved from 9th to 8th place. The Three Prices chain of stores failed to enter the TOP 10. Instead, the ZIKO account appeared in the ranking, taking 9th place.
BRAND
η_SMM
1.
Mark Formelle
4.1
2.
CONTE
6.0
3.
21vek.by
7.1
4.
Ami Furniture
8.6
5.
5th element
8.7
6.
Mila
10.1
7.
Fixprice
10.8
8.
trikotazh.by
11.1
9.
ZIKO
11.6
10.
Euroopt
11.9
eleven.
Belita
13.4
12.
Three prices
14.2
13.
Relouis
16.3
14.
Island of purity and taste
16.4
15.
LUXVISAGE
17.5
16.
Dobron
18.1
17.
Dodo Pizza
18.3
18.
ZROBIM architects
18.5
19.
Marko
19.0
20.
MEGATOP
19.6
21.
OZ
20.6
22.
BelorDesign
21.6
23.
SLAVIA
22.7
24.
BYCKOVSKI
23.6
25.
Belwest
23.6
26.
Elema
27.3
27.
Burger King
27.5
28.
Water park "Lebyazhiy"
27.8
29.
Travellab
28.5
thirty.
Hypermarket Green
28.7
31.
CAPRICE
29.6
32.
Mirtrik
30.8
33.
MakeTravel
30.9
34.
TEZ TOUR
33.2
35.
Belavia
33.9
36.
Milavitsa
34.7
37.
Yves Rocher
34.9
38.
Gulliver
37.1
39.
Galanteya
37.2
40.
AutoStrong-M
37.9
41.
Shopping center Galleria Minsk
39.2
42.
Crown
39.5
43.
Kravt
39.8
44.
Elektrosila
39.8
45.
Neighbours
41.2
46.
Makey
42.2
47.
E-dostavka.by
44.7
48.
Pinskdrev
44.8
49.
Realt
45.1
50.
OMA
45.3
The most discussed publication of “Mila” on Instagram was a video about the TOP 3 long-lasting lipsticks that remain on the lips all day. The post received almost two thousand likes and more than 50 comments. At the same time, on average in April, users left 5 comments per post. A total of 97 posts were published.
The leader in the number of ratings was the post about the new eyeshadow palette. The girls' motivational speech from the revived palette raised the mood and activity of subscribers. The video received more than 2 thousand likes, which is 4.5 times more than the average. More than 30 comments appeared under the post, in which people described their emotions from the creative video.
In April, the CONTE account posted 34 posts, 6 more than in March. The most popular was the post with a giveaway for denim shorts. It was rated by 3.9 thousand users, which is 78% more than the average. The post was commented on more than 10 thousand times.
Activity rates for the March drawing were significantly higher. The holiday contest in March collected more than 13.1 thousand likes and 40.7 thousand comments.
On April 1, Mark Formelle attracted the attention of subscribers with photographs of Johnny Depp in a brand hoodie. In the comments, subscribers were divided into those who immediately understood the catch, and those who initially believed in the collaboration. Some tagged the actor in the hope that he would notice the post. The news received 26.7% more likes than the average posts received during the study period.
In April, the brand actively shared news about the new collections “Space is closer than you think…” and “Slavic ornaments.” The most popular post with the Slavic collection collected 13.3 thousand likes and more than 830 comments.
The number of reactions to publications about the space collection was significantly less. One of the posts received more than 9.1 thousand likes and 114 comments. On average, in April, users gave 3.8 thousand likes per post.
X (Twitter)
The TOP 3 brand communities in X (Twitter) remained unchanged in April: it included telecom operators A1, MTS and life:) . The 4th line of the rating belongs to the Belarusbank community . " MTBank " and " Belagroprombank " took 6th and 7th places, respectively. The accounts of KVITKI.BY and Belpochta have swapped places. The Belposhta page became 9th, and the KVITKI.BY community moved to the last line of the rating table.
BRAND
η_SMM
1.
A1
2.7
2.
MTS
3.2
3.
life:)
3.8
4.
Belarusbank
4.7
5.
Beltelecom
5.2
6.
MTBank
6.8
7.
Belgazprombank
7.0
8.
Biblio-bookshop
7.8
9.
Belposhta
8.5
10.
KVITKI BY
9.2
eleven.
av.by
9.3
12.
RRB bank
9.8
The meme about the use of neural networks received the most views on the X (Twitter) account of Belarusbank. The publication was seen by 144 users.
Belgazprombank shared the news that premium card holders can have free access to the business lounges of the National Airport. The post received 100 views. The most popular was the publication about the participation of Belgazprombank in the Bank of the Year award. This post was seen by 190 users.
TikTok
The first place among the leaders in TikTok is still held by the Dodo Pizza account . Alfa Bank and Aviasales are in 2nd and 3rd place , respectively. Burger King managed to move up one spot to 4th place. In April, Surprize.by overtook OZ and ended up in 6th position. The account " Sneakerhead " , which noticeably increased the effectiveness of its account and rose from 23rd to 8th place. The last line of the rating is occupied by the Moon cinema chain , which was 12th in March.
BRAND
η_SMM
1.
Dodo Pizza
6.8
2.
Alfa Bank
7.8
3.
Aviasales
8.1
4.
Burger King
9.4
5.
AUTOIDEA
10.1
6.
Surprise.by
11.2
7.
OZ
14.4
8.
Sneakerhead
16.2
9.
Water park "Lebyazhiy"
16.4
10.
Cinema spaces mooon
18.3
eleven.
Mak.by
18.6
12.
21vek.by
18.9
13.
HIPPO
19.7
14.
DYNAMI:T
19.9
15.
KFC
21.5
16.
Mark Formelle
21.8
17.
KVITKI BY
22.9
18.
MEGATOP
23.6
19.
Kommunarka
23.8
20.
Eva Clinic
24.7
21.
Miniso
25.0
22.
CHIILZ
25.7
23.
Spartacus
26.1
24.
life 🙂
26.1
25.
BelorDesign
26.5
26.
Betera
26.7
27.
av.by
27.5
28.
A1
27.5
29.
Euroopt
28.2
thirty.
Paritetbank
28.5
31.
House of Natural Cosmetics
28.5
32.
BELA-COLA
28.5
33.
Grandma's jar
30.3
34.
Dobron
31.0
35.
Shopping center Palazzo
31.1
36.
Inglot
31.9
37.
PepsiCo
32.0
38.
AURA
32.0
39.
Officeton
32.6
40.
Helix
32.7
41.
Three prices
32.7
42.
FRUDOZA
32.8
43.
Xistore
33.5
44.
Shopping center Galleria Minsk
34.3
45.
Liv Delano
34.8
46.
MTS
35.2
47.
Mila
36.4
48.
Hrusteam
38.5
49.
Atlant
41.6
50.
Realt
42.7
On April 1, the OZ bookstore chain launched a “Kotoaction”, replacing the words in the titles of some books with “cat”. The company decided to talk about the promotion in a similar way, inviting subscribers to do the same with their favorite works. Thanks to this call, the post was commented on more than 2.5 thousand times. The April Fool's video received more than 5 thousand likes with a coverage of 60 thousand views.
The most popular video on the Dodo Pizza account was a video about the types of people when they eat pizza. The video was watched by almost a million users, which is 5.8 times higher than the average. More than 100 thousand users liked the video, and another 12.1 thousand of them reposted it. In total, 4 more posts were added in April than in March. The average number of reposts increased by 20.4%, and the number of comments by 31.8%.
Alfa-Bank continues to attract the attention of subscribers with funny videos about money. The most popular video was one that shows what grandmothers might look like if they did not give their money to their grandchildren. The video received almost 20 thousand likes with an average of 6.5 thousand. Almost 2 thousand users shared the video with friends, which is 2.4 times more than the average number of reposts.
Methodology
In a study of the effectiveness of maintaining social networks, AMDG specialists analyze not only quantitative (number of subscribers), but also qualitative indicators of maintaining pages (ER day/ER post – the ratio of likes, comments, reposts and saves of publications to the number of subscribers per day and per publication, respectively). In addition, the frequency with which communities are maintained is taken into account.
The brand that receives the lowest value based on the sum of the three metrics takes first place.