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Country Met Gala from 21vek.by and declarations of love from Aviasales: Digital Review for May

Дачный Met Gala от 21vek.by и признания в любви от Aviasales: Digital Review за май

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.

Digital Review May 2024 effectiveness of brands in social networks

Facebook

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.

Digital Review May 2024 effectiveness of brands in social networks

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.

Digital Review May 2024 effectiveness of brands in social networks

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.

Digital Review May 2024 effectiveness of brands in social networks

Instagram

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.

Digital Review May 2024 effectiveness of brands in social networks

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.

Digital Review May 2024 effectiveness of brands in social networks

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.

Digital Review May 2024 effectiveness of brands in social networks

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.

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