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Digital Review for December: knitted photozone, pajama party and “winter fun” from brands

Digital Review за декабрь: вязаная фотозона, пижамная вечеринка и «зимние забавы» от брендов

Digital agency AMDG conducted monthly analysis of the effectiveness of brands in social media. The December review reported how personalization helped Euroopt to bring the TikTok account to the Top , where to find ideas for gifts for loved ones and in which community to watch the process of producing meat semi-finished products.

From January 2025 year the research will be conducted with a new methodology. In the updated formula the weight coefficients of analyzed indicators will be revised in accordance with the actual trends of SMM-promotion.

Contact

The first place in the rating in December is still owned trikotazh.by. 21vek.by managed to rise at once to 5 positions and to become 4th. Fifth place is occupied by the page Mila. Account Kufar lost two lines in the ranking

table

and

took

9th

position.

The

last

in the Top 10

was the

Page

Three

Prices,

which

in

November

was

on

the

15th

line.

BRAND

η_SMM

1.

trikotazh.by

4.2

2.

Mark

Formelle

7.0

3.

Svetofor

7.1

4.

21vek.by

8.6

5.

Mila

9.2

6.

Euroopt

9.6

7.

Amy

Furniture

10.2

8.

CONTE

11.7

9.

Kufar

12.5

10.

Tri Prices

13.1

11.

MTS

13.3

12.

A1

15.3

13.

life:)

15.9

14.

5

Element

16.1

15.

AutoStrong-M

16.5

16.

The Island of

Purity

and

Taste

17.6

17.

MakeTravel

19.4

18.

Fixprice

20.5

19.

OZ

OZ

21.2

20.

SLAVIA

21.4

21.

Belwest

22.3

22.

Belorusneft

22.6

23.

kvitki.by

22.6

24.

Aquapark

Lebyazhiy

24.9

25.

Burger

King

25.2

26.

Dodo

Pizza

26.4

27.

Wildberries.By

26.8

28.

Brestsky

MK

27.0

29.

Huawei

27.2

30.

Belita

27.2

31.

MEGATOP

27.7

32.

av.by

27.9

33.

Belor

Design

31.7

34.

Atlant

31.7

35.

Toys

Polesier

32.6

36.

Hypermarket

Green

33.3

37.

Sberbank

33.3

38.

Belarusbank

34.2

39.

Rosting

36.0

40.

Tree

Knowledge

38.6

41.

Ticketpro

38.7

42.

ABW.BY

38.8

43.

Bellact

39.7

44.

Adukar

40.2

45.

Furniture Factory Progress

42.2

46.

Alpha Bank

43.1

47.

Yves Rocher

44.5

48.

TEZTOUR

44.8

49.

Realt

45.8

50.

Magazine CLANS

47,6

Mark Formelle shared plans for the future collections and in the Society on Contact has announced a collection of inspirational phrases for the new line of clothing. The video, where a girl hangs a motivational poster on one of the city buildings, gained more than 30 likes and 83 comments.

In Honoring the New Year the brand released a joint collection with

Mosfilm.On Limited T-shirts are frames from the popular film “Irony of

Fate, or With a easy ferry!”. Photo in Soviet style, which are attached to the post about the capsule’s exit, has gathered 29 laikes. In average every December post was liked 17 users.

 Digital Review for December 2024

One of the most popular gifts from brands for the New Year is the Advent Calendar. CONTE in

collaboration with LUXVISAGE supported the trend and launched a raffle, the prizes

in which were advent from the brands and the gifts were from the advent calendar.LUXVISAGE and online shopping from CONTE. More than 7.7 thousand people participated in the raffle as that’s that’s how many users left a comment under the post on CONTE’s account. The post received 2.8 thousands of tags “likes.”

 Digital Review

for

December

2024

Facebook

CONTE

and

A1

have swapped

places.

The

leadership

is now

owned by the

telecom operator.

The

Belorusneft

has managed

to rise

up

to

a

line

up

and

stay

3rd.

The

4th

place

is

Priorbank, which

in

November

was

5th.

On the

9th line

is

the

account

Brest

MK.

In

the

end

of the

autumn

the

manufacturer’s

page

was

the

10th.

The

Belita dropped

from

2nd

to

10th

position.

BRAND

η_SMM

1.

A1

4.6

2.

CONTE

5.5

3.

Belorusneft

8.8

4.

Mark

Formelle

9.8

5.

Priorbank

9.8

6.

ABW.BY

10.2

7.

Belavia

10.3

8.

MTS

10.4

9.

Belita

11.7

10.

Brestsky

MK

11.7

11.

Sberbank

14.5

12.

Hypermarket

Green

15.8

13.

LG

LG

15.9

14.

Kufar

16.4

15.

Red

Food

17.6

16.

AutoStrong-M

18.2

17.

OZ

19.3

18.

Adzenne

Honar

19.8

19.

MTBank

21.5

20.

Savushkin

product

21.8

21.

BelorDesign

22.2

22.

Corona

22.8

23.

Volkswagen

23.7

24.

Mazda

23.8

25.

Bank

VTB

24.0

26.

21vek.by

25.8

27.

kvitki.by

25.8

28.

Hyundai

27.9

29.

Land

Rover

29.0

30.

life:)

30.0

31.

Spartacus

30.4

32.

Jaguar

30.6

33.

Ticketpro

30.7

34.

Amy Furniture

32.0

35.

Belinvestbank

32.2

36.

AUTOIDEA

33.8

37.

TEZ TOUR

34.0

38.

ZROBIM architects

34.5

39.

Bank Dabrabbit

37.2

40.

Alpha Bank

37.3

41.

Hippo

37.5

42.

Belgazprombank

37.9

43.

Relouis

38.5

44.

Kravt

38.6

45.

Ganna

40.3

46.

Pizza Tempo

40.3

47.

5 Element

42.2

48.

Realt

44.5

49.

I’M

46.3

50.

Verba

Verba

47.6

Belavia told subscribers about the presentation of new forms for cabin crews. The event was held in the Minsk planetarium. In the creation of the form was participated by Belarusian designers, and also by the flight attendants themselves. See it on the employees of the airline can be already from January 2025 year. The publication about the event received 94 followers “likes”, and 22 users shared the roll with subscribers. In the average recordings Belavia received 53 ratings.

In December the residents of Minsk were expected a New Year’s gift – the launch of three new stations of the metro. The telecom operator MTS also made its contribution to the development of the metro. On its page in Facebook the

company told about the completion of the preparation of network

on the new section of Minsk metro. The news gathered 25 likes. Total on the page of the brand for the month analyzed month there were 21 new posts, each of which received an average of 7 likes.

Belita in December has significantly increased activity on the account compared with the previous periods. While in November

the

brand’s

page

published

2

recordings,

in

December

the

number

increased

to

11.

The most

notable

of

these was

the

pick of

goods that

will

help

girls

“shine

brighter”.The heroine of the video warns that you should only buy them if you are ready to be irresistible.

The record has been rated

by

13

subscribers.



Digital

Digital

Review for December 2024

One Classroom

In December

Euroopt

has

gained leadership

and

moved

two lines up,

than

at

the

end of

the

fall.

Mirtrik

has lost

one

position,

to find himself

2nd,

and

CONTE

has settled

in

3rd

place.

A1

A1

account

was

9th in

November

and

was

9th

in

the

December

rating

was

7th. Savushkin

lost

one

point and

at

the

end of

the

year

was

fixed

at

8th

position.

BRAND

η_SMM

1.

Euroopt

3.9

2.

Mirtrik

4.8

3.

CONTE

6.3

4.

Mila

8,7

5.

Brest MK

9,3

6.

Bonna

Image

11.3

7.

A1

A1

11.7

8.

Savushkin

product

12.6

9.

Kufar

13.3

10.

Mark

Mark

Formelle

13.8

11.

The Island of

Purity

and

Taste

14.4

12.

The Tree of

Knowledge

15.0

13.

Tri

Prices

15.2

14.

Furniture

Factory

Progress

15.3

15.

AutoStrong-M

15.8

16.

Wildberries.By

16.9

17.

Almy

18.0

18.

MTS

19.5

19.

MEGATOP

20.3

20.

Belarusbank

20.6

21.

Pinskdrev

21.5

22.

Atlant

22.4

23.

Santa

22.4

24.

Beltelecom

24.2

25.

Voka TV

25.5

26.

Hypermarket Green

26.2

27.

Bank Dabrabyt

27.3

28.

E-dostavka.By

28.3

29.

Belwest

28.4

30.

Dobronom

29.1

31.

Belinvestbank

29.9

32.

av.by

30.4

33.

Neighbors

31.5

34.

Krasniy Pischevik

32.8

35.

TM Ganna

32.9

36.

Volkswagen

33.7

37.

5 Element

34.1

38.

Spartacus

34.5

39.

Travel agency Geography

35.2

40.

Groszyk

35.4

41.

kvitki.by

39.0

42.

OMA

39.4

43.

Pay

41.1

44.

Kommunarka

41.2

45.

Bank BelVEB

41.7

46.

Yves Rocher

41.8

47.

NELVA

43.7

48.

Belpochta

44.2

49.

Elektrosila

44.5

50.

Verba

46.0

“Brest MK”

told subscribers about how sausages are made in shops . The video with a detailed description

of the multistep process was viewed by more than 2.5 million people. Almost 700 of they rated the publication “class”, and in the comments, which numbered 18, viewers wrote their opinion about the products of the meat processing plant.

 Digital Review for December 2024

“Euroopt” told subscribers, how to attract luck for 2025 year with the foods on

the

holiday

table.

A guest

chef prepared

original

stuffed

eggs

in

the

“snake’s

eye” form.

The video

is prepared

in

the

project

“Eat

for

health!”,

which

is

going

and

on

YouTube channel network.

The

publication

with

the

recipe

in On

Classmates

gathered

40

tags

“likes”

and

took

the

third

place

in

the number of likes

for

December.



Digital

Review

for

December

2024

Instagram

The

Milah

and

CONTE

have swapped

places.

Mila’s

Account

became

3rd,

and

the 5th

place

went to

the

community

CONTE.

“Euroopt” has

grown

by

3

positions.

Now

the

network

of

supermarkets

is

on

the

6th

line.

The Ami

Furniture

has lost

one

position.

and

at the

end

of

the

year

took

the

9th

place.

Top 10

brands

in

Instagram the

ZIKO account.

In

November

the

network

of

jewelry

stores

owned

the

17th

line.

BRAND

η_SMM

1.

Mark

Formelle

5.2

2.

21vek.by

5.6

3.

Mila

5.7

4.

5

element

7.7

5.

CONTE

9.6

6.

Euroopt

10.3

7.

Fixprice

10.8

8.

Tri

Prices

12.8

9.

ZIKO

12.9

10.

Amy

Furniture

12.9

11.

LUXVISAGE

13.6

12.

trikotazh.by

14.0

13.

Relouis

14.4

14.

The Island of Purity Purity and Taste

16.4

15.

ZROBIM architects

16.8

16.

SLAVIA

17.2

17.

Dobronom

17.6

18.

Belita

18.4

19.

BelorDesign

19.4

20.

OZ

20.5

21.

MEGATOP

21.3

22.

Dodo Pizza

21.5

23.

Marko

22.8

24.

Hypermarket Green

23.8

25.

LESS

26.5

26.

Belwest

Belwest

26.8

27.

Elema

28.1

28.

Elektrosila

29.5

29.

Aquapark Lebyazhiy

29.5

30.

Travellab

30.7

31.

Burger King

31.9

32.

MakeTravel

31.9

33.

CAPRICE

32.6

34.

Mirtrik

32.7

35.

TEZ TOUR

34.3

36.

Belavia

34.4

37.

Milavica

35.4

38.

Galanteya

35.5

39.

Yves Rocher

36.6

40.

AutoStrong-M

37.7

41.

TRC Galleria Minsk

37.7

42.

Makey

Makey

37.9

43.

Gulliver

38.5

44.

Pinskdrev

39.6

45.

Neighbors

40.8

46.

E-dostavka.by

41.0

47.

OMA

41.1

48.

Cravt

41.7

49.

Corona

42.1

50.

Realt

Realt

49.3

“Instagram” location for photos is a great way to increase the media exposure of the brand. 21vek.by used this marketing approach and placed its photo zone in “Sandbox” in Minsk. The news of the appearance of the Sandbox in Minsk.The new place for winter photos was the second in the number of favorites in the

community 21vek. after the draw. The video reached more than 305,000 users, and

received 11.6,600 thousand likes.

The online hypermarket helped customers not only to take photos, but to choose gifts for their children. The video with a girl who chooses gifts for the New Year in “one or another” format, was seen 302 thousands of users, and rated more than 11 thousand times.

 Digital Review

for December 2024

“5 element” immersed subscribers into the

atmosphere of childhood, telling about discounts in the network of stores in a non-standard format. The page was published 2 videos, whose heroes under a tell a poem about New Year’s promotions. The coverage of each video exceeded 780 thousand views. Maximum number of likes compared with other Reels –

4.9

thousands

has

received

videos

with

lower

coverage.

In addition to

promotions

and

discounts,

the company

has

conducted

four

raffles,

and

also

compiled

a

Gift List

for

the

characters

of

popular

New Year’s movies.

The

post

with gifts

that

would

definitely

like

the famous characters,

 Digital Review December 2024 />

Mark Formelle decided to diversify the holiday atmosphere and hosted a pajama party for bloggers and friends of the brand. The feature of the event was the pajama dress code. Brand prepared for guests interactive zones, and after brunch participants party were waiting viewing New Year’s film. The video report of the event has reached 145 thousand users and received more than 7,1thousands of likes. The video has been commented on by 37 users.

 Digital Review for December 2024

X

In December “Beltelecom was 4th, displacing Belarusbank to 5th position. MTBank and Belgazprombank also changed places. Belgazprombank has risen by a point up and took 6th line. MTBank in December took 7th place. From 11th to 9th line moved Bank RB. Following Top-10 account KVITKI.BY, whose position has not changed.

BRAND

η_SMM

1.

A1

2.0

2.

MTS

MTS

2.2

3.

life:)

3.1

4.

Beltelecom

4.7

5.

Belarusbank

4.8

6.

Belgazprombank

5.9

7.

MTBank

7.4

8.

Biblio-bookshop

7.5

9.

Bank

RB

9.0

10.

KVITKI

BY

9.2

11.

Belpochta

10.2

The Page

life:)

posted

news about

the

return

of

the

Mail

Ponyrog.

With

its

help

Belarusians

can

send

bright

paper

cards to

their

loved ones,

to

thank

they

for

a

year

spent

together.

The

record

of

the

event

was

seen

by

more

than

140

users.

A

Post

with

a

visualization of

all

the

people

of

Earth

in

December appeared on the

Bank

RB account.

Burning

deadlines

and

hats,

as

as

in

the

image in

the

post

of

the

key

attribute

of

everyone

who

is

trying

to

have

everything.

The

record has been rated

3

users.

TikTok

The

leader

in

TikTok

in

December was the

account

Burger

King. The

second

level

effectiveness

is

the

Page

Dodo

Pizza.

November’s first

place

Aviasales

positioned

on

3rd

position.

From

6th

to

4th lineThe Community

AUTOIDAYA moved

.

Alpha-Bank

in

December

was

5th,

in

November the

Community

occupied

3rd

line.

The 7th place positioned account “Euroopt”, which in the end of Autumn was 17th. 10th line owns the page KVITKI.BY, though in November the ticket operator closed the 20th.

BRAND

η_SMM

1.

Burger King

6.3

2.

Dodo Pizza

6.9

3.

Aviasales

8.4

4.

AUTOIDEA

8.9

5.

Alpha Bank

10.8

6.

BELA-KOLA

11.6

7.

Euroopt

15.6

8.

OZ

16.0

9.

Aquapark Lebyazhy

19.3

10.

KVITKI BY

19.4

11.

Miniso

19.7

12.

KFC

20.2

13.

21vek.by

20.7

14.

Surprise.by

21.1

15.

Cinema Spaces mooon

21.1

16.

Mak.by

21.3

17.

Kommunarka

21.6

18.

GIPPO

21.8

19.

Zoobazar

24.0

20.

Betera

24.3

21.

av.by

24.6

22.

CHIILZ

24.6

23.

A1

24.7

24.

Eva Clinic

25.1

25.

MEGATOP

25.6

26.

Dobronom

25.8

27.

life 🙂

26.1

28.

Spartacus

26.5

29.

Mila

26.9

30.

Mark Formelle

27.3

31.

DYNAMI:T

27.3

32.

Helix

27.8

33.

Salmo

28.5

34.

MTS

28.6

35.

BelorDesign

28.8

36.

Tri Prices

30.8

37.

AURA

30.9

38.

House of Natural Cosmetics

32.1

39.

TRC Palazzo

33.3

40.

FRUDOZA

35.8

41.

Snickerhead

36.0

42.

TRC Chervensky

36.3

43.

Paritetbank

37.0

44.

Groszyk

37.2

45.

Ofiston

37.3

46.

TC Galleria Minsk

37.7

47.

PepsiCo

37.8

48.

SHAGOVITA

38.1

49.

Babushkina Krynka

38.3

50.

Realt

39.2

Burger King recommends subscribers to be cautiouswith your wishes. In the joking video the hero tells how he dreamed to go to Burger King every day, and in the reality of his request has totally in an other way. The video became the most visible on the brand’s page, gaining almost 230 thousand views and more than 20 thousand likes. In comments users shared similar stories of making wishes.

In December Burger King launched a video collaboration with Alfa Bank. The brands filmed a mini-series, thefirstserieswhichwaspublishedonthepageoftherestaurant chain.The heroine of thevideois agirlwhowasdisappointedafterviewingtheAlpha Bankvideoaboutsavingmoney.Thepublicationgatheredalmost170,000views,8.6,600thousanduserslikedit.

TheAlphaBankPagehaspublishedthecontinuationofthemini-series.Thecoveragethe videointhebank’scommunitywassignificantlylower-15.4thousandviews.Anadministrator ofAlfa Bank’sTikTok accountdecidedtoraisethe moodofasademployeeofBurgerKingandcametodineattherestaurant.Thevideowas likedby8.6thousandusers.

Euroopt decidedtoincreaseactivityontheiraccountthroughpersonalization.InvideoFatherChristmascongratulatesgirlswiththenameNastiawiththeNewYear.Activityonthevideosignificantlyexceededtheaverageindicators.Congratulationsgathered543thousandsofviewsandbecametheleaderbythenumberoflikesforDecember.Thepublicationwasrated25,8thousandsofusers,andhaveshared31.4thousandsofpeople.

AverageDecemberDecemberpublicationsofthesupermarketnetworkreceived1.7thousandtagsof”likes”andabout200thousandviews.

Methodology

IntheStudyoftheeffectivenessofleadingsocialnetworkstheAMDGexpertsanalyzenotonlyquantitative(numberofsubscribers),butalsoqualityindicatorsofpagemaintenance(ERday/ERpost-ratiooflikes,comments,repostsandsavingsofpoststothe number ofsubscribersinadayandperpost respectively).

In addition, the frequency with which thecommunities are maintained is taken into account.

The brand that receivesthe lowestvalueofthesum ofthethreemetricsis rankedfirst.

Thebrand that receivesthe lowestvalueofthesum ofthethreemetricsis rankedfirst.

News source

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