
Digital agency AMDG published the results of its monthly analysis of brands’ effectiveness in social networks. In May, some brands rose several places in the ranking, and some even entered the TOP 10 for the first time. In the new Digital Review, you will find out which brand has modeled its clothes on popular cartoon characters, where to find mascara in a huge bottle, and how to confess your love using a TikTok video.
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The trikotazh.by account beat Mark Formelle in May and took first place. Euroopt and Kufar swapped places. The supermarket chain moved up a position to 7th place, and the ad aggregator account moved up to 8th place. The 21vek.by page left the TOP 10 on VKontakte, dropping to 11th place. After two months of absence, the MTS community returned to the top ten of the rating table, which is located in 9th position. The “ Islands of Purity and Taste ” account dropped from 9th to 10th place in May.
BRAND
η_SMM
1.
trikotazh.by
3.8
2.
Mark Formelle
6.5
3.
Traffic light
7.0
4.
Ami Furniture
7.4
5.
CONTE
9.4
6.
Mila
10.3
7.
Euroopt
11.0
8.
Kufar
11.1
9.
MTS
14.0
10.
Island of purity and taste
14.2
eleven.
21vek.by
14.2
12.
BYCKOVSKI
15.3
13.
Three prices
15.4
14.
A1
16.2
15.
life:)
16.3
16.
5th element
17.2
17.
AutoStrong-M
18.4
18.
SLAVIA
20.8
19.
OZ
21.1
20.
MakeTravel
21.5
21.
kvitki.by
21.9
22.
Belwest
22.2
23.
Belorusneft
22.8
24.
Fixprice
24.2
25.
Dodo Pizza
24.6
26.
Burger King
25.4
27.
Water park "Lebyazhy"
26.2
28.
av.by
27.6
29.
Huawei
27.6
thirty.
Belita
27.7
31.
Ticketpro
28.0
32.
Brest MK
28.2
33.
Wildberries.by
30.0
34.
MEGATOP
30.9
35.
Sberbank
31.4
36.
Atlant
32.1
37.
Hypermarket Green
34.8
38.
Toys Polesie
35.3
39.
Belor Design
36.4
40.
Belarusbank
36.8
41.
ABW.BY
38.3
42.
Rosting
38.6
43.
Adukar
40.6
44.
Tree of Knowledge
41.2
45.
Bellakt
42.7
46.
TEZTOUR
44.1
47.
Realt
44.8
48.
Alfa Bank
45.8
49.
Yves Rocher
46.1
50.
CLANS Store
47.6
Over the course of a month, MTS has been sharing with subscribers a selection of films and TV series available on the MTS TV service. In the most popular entry in the column, the telecom operator talked about Turkish TV series about love. The publication received 7 likes and 2 reposts. In May, 26 posts were posted on the page – 5 more than in April.
Euroopt teamed up with Kommunarka and held a drawing of sweets for its subscribers. The post with the competition received more than 420 likes, while the community average was 28 likes per post. Subscribers left almost 1,400 messages under the post – this is approximately 97% of the total number of comments on the supermarket chain’s page in May.
In May, the CONTE page moved from 2nd to 5th position. Belorusneft 's account grew from 5th to 2nd place. Belavia airline dropped by 2 lines and became 8th. MTS managed to take 7th position, while in April the telecom operator’s account was 9th in the ranking. In 9th place is the Belity community , which was in 8th place in April.
BRAND
η_SMM
1.
A1
4.5
2.
Belorusneft
7.8
3.
ABW.BY
8.6
4.
Mark Formelle
8.6
5.
CONTE
9.1
6.
Priorbank
10.4
7.
MTS
11.5
8.
Belavia
11.9
9.
Belita
12.0
10.
Brest MK
12.2
eleven.
Hypermarket Green
15.1
12.
Sberbank
15.1
13.
Kufar
16.4
14.
AutoStrong-M
16.5
15.
LG
16.5
16.
Red food eagle
19.0
17.
Adzenne Honar
19.8
18.
OZ
20.2
19.
MTBank
20.9
20.
BelorDesign
21.9
21.
Volkswagen
22.6
22.
Savushkin product
22.7
23.
Crown
22.7
24.
VTB Bank
24.6
25.
21vek.by
25.5
26.
kvitki.by
25.6
27.
Hyundai
27.4
28.
Ami Furniture
27.6
29.
Vetliva
27.6
thirty.
AUTOIDEA
28.5
31.
Mazda
28.5
32.
Euroopt
29.3
33.
Land Rover
30.5
34.
Spartacus
30.6
35.
Ticketpro
33.2
36.
Belinvestbank
34.8
37.
life:)
34.9
38.
TEZ TOUR
35.4
39.
Bank Dabrabyt
36.2
40.
Architectural studio "Zrobim"
37.8
41.
Jaguar
37.9
42.
Belgazprombank
39.4
43.
Hippo
39.4
44.
Kravt
39.5
45.
Alfa Bank
40.7
46.
Pizza Tempo
40.8
47.
Relouis
41.2
48.
5th element
41.5
49.
Ganna
42.8
50.
Verba
47.8
Mark Formelle on their Facebook account suggested what the cartoon characters would look like if they wore the brand's clothes. The post with the images received almost 50 likes, while on average each post was liked about 17 times. In the comments, subscribers told which combination they would like to try on. Users left more than 20 messages under the post—45% of the total number of comments on the page in May.
At the beginning of May, Priorbank published a recording of an April webinar on lending for small and medium-sized businesses. The news about the online event was rated by 16 users. In total, 8 posts were posted on the bank’s page in the last month of spring, which collected more than 350 likes.
Classmates
The first place in the ranking in Odnoklassniki in May belongs to Mirtrik . The Euroopt account moved from 6th to 2nd line. The Brest MK page moved from 5th to 4th line. The CONTE account became the fifth one at the end of spring. A1 moved up three places and settled into 7th position. The Mark Formelle page moved from 3rd to 8th line in the rating table. In last place in May was the community " Autostrong-M " , which was 8th in mid-spring.
BRAND
η_SMM
1.
Mirtrik
5.3
2.
Euroopt
7.6
3.
Mila
9.5
4.
Brest MK
10.2
5.
CONTE
10.5
6.
Bonna Image
11.7
7.
A1
12.4
8.
Mark Formelle
12.9
9.
Island of purity and taste
13.0
10.
AutoStrong-M
13.1
eleven.
Kufar
13.9
12.
Tree of Knowledge
15.2
13.
Three prices
15.8
14.
Furniture factory "Progress"
16.1
15.
Almi
16.1
16.
Savushkin product
16.5
17.
Wildberries.by
17.9
18.
MEGATOP
19.2
19.
MTS
20.0
20.
Belarusbank
21.5
21.
Pinskdrev
22.5
22.
Santa
24.2
23.
Atlant
24.3
24.
Beltelecom
24.8
25.
Voka TV
25.7
26.
Hypermarket Green
26.0
27.
Bank Dabrabyt
27.0
28.
Belwest
27.5
29.
E-dostavka.by
27.8
thirty.
av.by
29.0
31.
5th element
30.7
32.
Belinvestbank
31.0
33.
Red food eagle
31.2
34.
Neighbours
31.9
35.
Volkswagen
32.1
36.
Dobron
32.8
37.
Travel agency Geography
33.9
38.
Spartacus
34.2
39.
Pay
34.5
40.
Belposhta
35.1
41.
kvitki.by
35.5
42.
TM Ganna
37.5
43.
Kommunarka
38.6
44.
Yves Rocher
38.9
45.
OMA
39.4
46.
NELVA
41.8
47.
Bank BelVEB
44.2
48.
Minskintercaps
44.4
49.
Elektrosila
44.9
50.
Verba
45.2
The highest activity levels on the “Brest MK” page were received by a publication with recipes for snacks. The video, where the chef prepares light dishes for the holiday table, was rated by more than 700 users, and 45 of them shared the video on their page. In total, in May, “Brest MK” posted 9 posts on its wall.
At the end of spring, 27 new publications appeared in the CONTE account. Most of them are image ideas with brand clothing. The most popular post of the month was the total-black look made of a cardigan and a knitted skirt. The video with the model was rated by over 30 people.
The 21vek.by account moved from 3rd to 2nd position in the ranking. The Ami Furniture page was ranked 6th in May. In April, the furniture store chain was 4th. The Mila community , as well as the Fixprice account, has grown by 2 positions. Now “ Mila ” is in 4th place, and Fixprice is in 5th place. The Euroopt page managed to move 3 points higher – from 10th to 7th position. In 9th place was the account of “ Belita ” , which was 11th in April.
BRAND
η_SMM
1.
Mark Formelle
5.5
2.
21vek.by
5.8
3.
CONTE
8.9
4.
Mila
10.7
5.
Fixprice
10.8
6.
trikotazh.by
11.5
7.
Ami Furniture
11.5
8.
Euroopt
11.6
9.
Belita
12.3
10.
Three prices
12.4
eleven.
LUXVISAGE
14.8
12.
Dobron
14.9
13.
ZIKO
15.9
14.
MEGATOP
16.3
15.
Island of purity and taste
16.4
16.
Relouis
16.7
17.
5th element
16.7
18.
Dodo Pizza
18.3
19.
SLAVIA
18.3
20.
ZROBIM architects
18.7
21.
OZ
18.7
22.
Marko
19.1
23.
BelorDesign
19.8
24.
Belwest
24.5
25.
BYCKOVSKI
26.6
26.
Burger King
27.4
27.
Elema
27.6
28.
Hypermarket Green
27.6
29.
Travellab
28.1
thirty.
Water park "Lebyazhy"
28.1
31.
Mirtrik
31.1
32.
CAPRICE
31.1
33.
MakeTravel
31.3
34.
TEZ TOUR
33.7
35.
Milavitsa
34.1
36.
Galanteya
35.9
37.
Kravt
36.4
38.
Yves Rocher
36.5
39.
Belavia
37.4
40.
AutoStrong-M
37.4
41.
Gulliver
37.5
42.
Shopping center Galleria Minsk
39.6
43.
Makey
39.8
44.
Elektrosila
40.3
45.
Neighbours
41.4
46.
E-dostavka.by
41.5
47.
Crown
41.5
48.
OMA
41.8
49.
Pinskdrev
45.5
50.
Realt
45.7
In May, Mark Formelle published a post with the most striking outfits from the Met Gala 2024, and added funny captions to each of them. The audience appreciated the brand's humor. The publication was liked by 10.3 thousand people. The community average for the month was 2.6 thousand likes per post. In the comments, users wrote their own versions of captions that matched the images of the stars. In total, more than 100 messages were collected under the post. Some of them received a response from the community moderator.
21vek.by also did not leave the Met Gala 2024 without attention. The company shared a country version of the event with subscribers. The online hypermarket has published a selection of gardening products that are associated with the outfits of the stars at the ceremony. The combination of humor and relevant information caused a stir under the post. The post received more than 140 comments and more than 6.1 thousand likes. In terms of the number of likes, the post even surpassed the May giveaways for a TV, an electric scooter and a juicer.
The Belita brand creatively presented one of its products to subscribers on social networks. In a video on the company's Instagram page, a girl buys an unexpectedly large bottle of mascara. Reels was viewed by more than 118 thousand users. The brand’s creative work was appreciated by over 1.3 thousand subscribers. In the comments, viewers shared reviews of the product from Belita and dreams of launching mascara of such volumes for sale.
X (Twitter)
In May, telecom operators A1 and MTS swapped places. The MTS account took 1st place, and A1 was in 2nd position. Beltelecom and Belarusbank showed similar dynamics. The Beltelecom account moved the bank's page one point, ending up in 4th place. MTBank became 7th at the end of spring. Belgazprombank moved up one place and now occupies 6th position. The KVITKI.BY page became the last in the TOP 10, losing 9th place to the Belpochta account .
BRAND
η_SMM
1.
MTS
2.4
2.
A1
2.5
3.
life:)
3.7
4.
Beltelecom
4.6
5.
Belarusbank
4.8
6.
Belgazprombank
6.8
7.
MTBank
7.8
8.
Biblio-bookshop
7.9
9.
KVITKI BY
8.1
10.
Belposhta
8.4
eleven.
RRB bank
9.8
12.
av.by
11.2
In May, MTBank organized a business breakfast, where experts spoke about the features of doing business in the field of logistics. The news about the offline event was posted in the bank’s community in X. The post was seen by more than 100 users.
Over the last month of spring, only 2 entries were published in the Belarusbank community in X. The bank continued to share “financial memes” with subscribers. In May, a post appeared on the page about a cat on vacation without money. The pet rests this way because “money should work.”
TikTok
The best in terms of efficiency on TikTok in May was the Aviasales community, which was 3rd in April. The Surprise.by account moved up 4 points. Now the company is in 2nd place in the rating. The “ Dodo Pizza ” page dropped from 1st to 4th position. The OZ community also failed to maintain 7th place and moved to 9th place. The eighth place was the page 21vek.by .
BRAND
η_SMM
1.
Aviasales
7.0
2.
Surprise.by
7.5
3.
Alfa Bank
7.6
4.
Dodo Pizza
8.4
5.
Burger King
8.5
6.
AUTOIDEA
10.5
7.
Water park "Lebyazhy"
15.6
8.
21vek.by
16.0
9.
OZ
17.0
10.
Mak.by
18.2
eleven.
Cinema spaces mooon
18.3
12.
KFC
19.6
13.
HIPPO
20.2
14.
Miniso
20.5
15.
KVITKI BY
22.2
16.
MEGATOP
23.0
17.
Sneakerhead
23.1
18.
Eva Clinic
24.0
19.
BelorDesign
24.3
20.
A1
25.0
21.
DYNAMI:T
25.1
22.
life 🙂
25.1
23.
BELA-COLA
25.3
24.
av.by
26.2
25.
Helix
26.6
26.
Mark Formelle
26.8
27.
Euroopt
27.2
28.
CHIILZ
27.4
29.
Dobron
27.6
thirty.
MTS
27.9
31.
Kommunarka
28.8
32.
Shopping center Palazzo
29.0
33.
AURA
29.9
34.
Xistore
30.1
35.
Grandma's jar
30.4
36.
Inglot
31.1
37.
Spartacus
31.1
38.
Officeton
31.3
39.
PepsiCo
31.4
40.
Three prices
32.2
41.
Shopping center Galleria Minsk
32.4
42.
FRUDOZA
32.9
43.
Paritetbank
34.7
44.
Betera
36.0
45.
Liv Delano
36.2
46.
Mila
36.2
47.
Hrusteam
37.7
48.
Atlant
38.0
49.
House of Natural Cosmetics
40.0
50.
Realt
43.9
The most popular on the Aviasales page was a video in which the hero invites the viewer to spend their entire lives together. The video with a declaration of love collected almost 120 thousand views and more than 8 thousand reposts. The video received over 21.8 thousand likes and about 190 comments. In total, 24 publications were posted on the account during the study period.
The most notable video in the Surprise.by community on TikTok collected about 390 thousand views and almost 55 thousand likes. In the video, the company talks about the same employee who does not comply with the dress code. The number of reposts of the publication exceeded 4.2 thousand, and the number of comments reached 650.
The leader in the number of views on the Burger King page was a video about true friendship. The heroes of the video showed how friends share burger ingredients that are unloved for one and favorite for another. The publication was seen by more than 710 thousand people, and the video was rated almost 23 thousand times.
The video about the perfectionism of employees during a busy time in a restaurant received the most likes. The post was viewed by over 600 thousand people, and more than 48 thousand users liked it. In the comments, subscribers shared their opinions about this level of service.
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.