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“Cat” literature from OZ and Mark Formelle’s collaboration with Johnny Depp: Digital Review for April

«Кошачья» литература от OZ и коллаборация Mark Formelle c Джонни Деппом: Digital Review за апрель

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.

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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.

April Digital Review

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.

Digital Review for April

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.

April Digital Review

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.

April Digital Review

Facebook

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”.

April Digital Review

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.

April Digital Review

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.”

Instagram

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.

April Digital Review

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.

April Digital Review

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.

April Digital Review

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.

April Digital Review

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.

April Digital Review

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.

News source

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