Digital agency AMDG shared the results of a monthly analysis of the effectiveness of brands in social networks. In June, brands were preparing for summer and delighting subscribers with gifts. In the new Digital Review, you will find out who was hiding behind the pink grimaces on billboards, where to find ideas for traveling around Belarus, and which store in Minsk has no cashiers.
In contact with
In June, “ Mila ” rose two places higher and was placed in 4th position. The community “ Islands of Purity and Taste ” is in 8th place. MTS continues to rise in the ranking table: in May the community was 9th, in June it took 7th place. Euroopt was in 9th place, although in the previous month the chain of stores was in 7th position. 21vek.by managed to enter the TOP 10 and take 10th place; at the end of spring, the online hypermarket was 11th.
BRAND
η_SMM
1.
trikotazh.by
4.6
2.
Mark Formelle
6.0
3.
Ami Furniture
6.9
4.
Traffic light
7.1
5.
Mila
7.4
6.
CONTE
8.4
7.
Kufar
8.5
8.
Island of purity and taste
9.3
9.
MTS
9.3
10.
Euroopt
12.0
eleven.
21vek.by
13.9
12.
A1
15.8
13.
BYCKOVSKI
16.2
14.
life:)
16.3
15.
Three prices
16.8
16.
5th element
17.4
17.
AutoStrong-M
18.9
18.
SLAVIA
21.0
19.
Water park "Lebyazhiy"
21.7
20.
MakeTravel
21.7
21.
OZ
22.4
22.
Belwest
22.8
23.
kvitki.by
23.3
24.
Fixprice
23.7
25.
Belorusneft
25.3
26.
Burger King
25.3
27.
Dodo Pizza
25.6
28.
av.by
27.2
29.
Belita
28.0
thirty.
Brest MK
28.7
31.
Huawei
29.4
32.
Wildberries.by
30.2
33.
Atlant
31.6
34.
MEGATOP
31.7
35.
Sberbank
34.7
36.
Ticketpro
35.0
37.
Toys Polesie
35.2
38.
Hypermarket Green
35.5
39.
Belor Design
37.4
40.
Rosting
37.5
41.
ABW.BY
39.5
42.
Belarusbank
39.6
43.
Adukar
40.8
44.
Tree of Knowledge
41.5
45.
CLANS Store
41.8
46.
Bellakt
42.2
47.
TEZTOUR
44.1
48.
Realt
44.5
49.
Alfa Bank
45.3
50.
Yves Rocher
46.0
The most liked post in the Mark Formelle community was a video showing the process of creating underwear from the factory’s production workshop. The publication collected 76 likes, exceeding the monthly average by 3.5 times. In the comments, the audience expressed gratitude for the quality and design of the products. The post was seen more than 12 thousand times. In total, 5 fewer entries were published in June than in May (79 publications).
In June, the mobile operator MTS celebrated its 22nd birthday, to which several posts were dedicated. One of them told subscribers about a bonus promotion for unlimited Internet. The publication was rated by more than 60 users, which is 5.1 times more than the average, and 12 reposted it. In June, the number of likes increased on average by 3 times compared to May, and comments by 1.6 times. In total, one more entry was published.
In the Euroopt community, the attention of subscribers was attracted by a post about a new store that does not have cashiers – instead, it has five self-service checkouts. The publication received more than 9.5 thousand views, which is 2.7 times more than the average. Almost 30 users liked the post, 8 shared it with friends.
The top three brands on Facebook have changed. Having risen three places higher, CONTE was in 2nd place. MTS managed to rise from 7th to 3rd position. The Belorusneft and Mark Formelle accounts took 5th and 6th place , respectively. Priorbank was unable to maintain its position in 5th place and in June moved to 8th place. The communities of “ Belita ” and “ Brest MK ” swapped places. Brest MK is now in 9th place.
BRAND
η_SMM
1.
A1
4.4
2.
CONTE
5.3
3.
MTS
8.3
4.
ABW.BY
8.7
5.
Belorusneft
9.2
6.
Mark Formelle
9.5
7.
Belavia
10.1
8.
Priorbank
10.4
9.
Brest MK
12.0
10.
Belita
12.6
eleven.
Sberbank
14.2
12.
Hypermarket Green
14.6
13.
Kufar
14.7
14.
LG
16.0
15.
AutoStrong-M
16.2
16.
Red food eagle
17.7
17.
OZ
19.7
18.
Adzenne Honar
19.8
19.
MTBank
20.0
20.
BelorDesign
21.7
21.
Savushkin product
22.7
22.
Volkswagen
22.9
23.
VTB Bank
24.0
24.
kvitki.by
24.4
25.
Crown
24.9
26.
21vek.by
26.2
27.
Vetliva
27.6
28.
Mazda
27.8
29.
Ami Furniture
28.0
thirty.
Euroopt
29.8
31.
Hyundai
30.4
32.
AUTOIDEA
30.5
33.
Spartacus
30.9
34.
life:)
32.9
35.
Ticketpro
33.8
36.
Belinvestbank
34.1
37.
TEZ TOUR
34.2
38.
Land Rover
34.9
39.
Bank Dabrabyt
36.7
40.
Architectural studio "Zrobim"
38.0
41.
Jaguar
38.9
42.
Alfa Bank
39.0
43.
Kravt
39.3
44.
Belgazprombank
39.4
45.
Hippo
40.1
46.
5th element
40.6
47.
Pizza Tempo
41.0
48.
Relouis
42.5
49.
Ganna
45.6
50.
Verba
48.8
A1’s most popular publication in June was an invitation to a party in Minsk in honor of the company’s 25th anniversary. The recording was rated by more than 120 people. The average number of likes in June was 50. 11 comments were left under the post, which is 3.7 times more than the average.
In June, A1, together with Onliner, launched an environmental project, within which brands published a series of materials about protecting the environment. Under the announcement post there are more than 30 likes and 15 comments. On average, users left 3 comments on each post.
Before the start of the hot season, Belita shared tips on choosing suitable sunscreen cosmetics. The publication was viewed by more than 180 users, 7 liked it.
Mark Formelle in their community reminded that even models may not look perfect. Publication “social. networks ≠ reality” became the second most popular in June, collecting more than 30 likes. In total, 4 fewer entries were published at the beginning of summer.
Classmates
In June, the CONTE account became the winner of the rating. In May, the clothing store took only 5th place. The previous leader Mitrik is now in 2nd place, the Euroopt chain of stores is in 3rd place. Mila 's account moved from 3rd to 5th place. Kufar entered the TOP 10. In May, the aggregator took 11th position, in June – 9th. The AutoStrong-M community rose from 10th to 8th place.
BRAND
η_SMM
1.
CONTE
4.1
2.
Mirtrik
6.2
3.
Euroopt
9.3
4.
Brest MK
10.0
5.
Mila
10.1
6.
A1
11.0
7.
AutoStrong-M
12.4
8.
Bonna Image
12.4
9.
Kufar
12.8
10.
Island of purity and taste
13.1
eleven.
Savushkin product
13.5
12.
Mark Formelle
15.3
13.
Three prices
15.4
14.
Tree of Knowledge
15.6
15.
Furniture factory "Progress"
16.0
16.
Wildberries.by
17.6
17.
Almy
18.0
18.
MTS
18.1
19.
Belarusbank
21.0
20.
MEGATOP
22.3
21.
Pinskdrev
22.6
22.
Beltelecom
22.7
23.
Atlant
24.0
24.
Santa
24.6
25.
Voka TV
25.9
26.
Belwest
26.2
27.
Hypermarket Green
27.0
28.
Belinvestbank
27.5
29.
Bank Dabrabyt
27.9
thirty.
av.by
28.5
31.
E-dostavka.by
28.8
32.
Volkswagen
30.1
33.
Red food eagle
31.0
34.
Neighbours
32.2
35.
Travel agency Geography
32.5
36.
Dobron
33.2
37.
Spartacus
34.3
38.
5th element
34.3
39.
Belposhta
36.0
40.
kvitki.by
37.2
41.
TM Ganna
37.6
42.
OMA
37.7
43.
Pay
37.9
44.
Kommunarka
38.7
45.
NELVA
41.8
46.
Minskintercaps
41.9
47.
Verba
43.3
48.
Yves Rocher
44.5
49.
Elektrosila
44.7
50.
Bank BelVEB
46.2
The most popular CONTE entry was the drawing of a certificate for shopping in an online store. The publication was rated by almost 450 users, which is 7.5 more than the average number of likes in June. More than 230 people shared it with their friends. The post received more than 580 comments, with an average of about 50 comments on community posts.
In June, the Kufar community prepared several posts for subscribers with places worth visiting this summer. The entry with the sights of Vitebsk collected 14 “classes”, which is 2 times higher than the average. Users left more than 15 comments sharing their impressions of the city. In total, 3 more entries were published than in May.
In June, the account “ 5 element ” managed to enter the TOP-3, which in May only occupied 17th place. The furniture store “ Ami Furniture ” moved up two positions and took 4th place. Euroopt moved from 8th to 6th position . Fix Price failed to stay in 5th place – in June the chain of stores ended up in 8th place. ZIKO returned to the TOP 10, taking 10th place. In May, the jewelry store account was in 13th place.
BRAND
η_SMM
1.
Mark Formelle
4.5
2.
21vek.by
7.3
3.
5th element
9.5
4.
Ami Furniture
9.9
5.
CONTE
10.0
6.
Euroopt
10.1
7.
Mila
10.7
8.
Fixprice
10.8
9.
trikotazh.by
11.4
10.
ZIKO
12.2
eleven.
Three prices
14.1
12.
Island of purity and taste
15.0
13.
Dobron
15.7
14.
Relouis
16.9
15.
MEGATOP
16.9
16.
LUXVISAGE
17.1
17.
ZROBIM architects
17.3
18.
SLAVIA
18.4
19.
Dodo Pizza
18.6
20.
Belita
18.6
21.
BelorDesign
18.9
22.
OZ
19.4
23.
Marko
20.0
24.
Water park "Lebyazhiy"
23.0
25.
Hypermarket Green
24.0
26.
Burger King
26.9
27.
Elema
27.8
28.
BYCKOVSKI
28.1
29.
Belwest
28.9
thirty.
Travellab
29.0
31.
CAPRICE
30.0
32.
MakeTravel
31.6
33.
Mirtrik
32.6
34.
TEZ TOUR
33.4
35.
Milavitsa
35.1
36.
Belavia
35.4
37.
Galanteya
36.1
38.
Yves Rocher
36.8
39.
Gulliver
37.4
40.
Shopping center Galleria Minsk
38.3
41.
E-dostavka.by
39.4
42.
Kravt
39.5
43.
Elektrosila
40.2
44.
AutoStrong-M
40.3
45.
Crown
40.4
46.
Neighbours
40.5
47.
Makey
41.1
48.
Pinskdrev
42.8
49.
Realt
46.1
50.
OMA
47.0
Since the end of May, residents of Belarus have been observing strange billboards with various pink faces and wondering what they mean. In June, 21vek.by revealed a secret – this is the Nonstop Shopper, the new hero of the online hypermarket. The confession post became one of the most noticeable and received more than 4.7 thousand likes. The average number of likes in June was 2.6 thousand. In the comments, users shared their guesses and appreciated the creativity of the approach to advertising. In total, about 120 of them were left.
What subscribers liked most about “Mila’s” profile was Reels with a popular dialogue from a Soviet film. In the video, mother and daughter apply bright makeup with long-lasting cosmetics from a Belarusian brand. The publication collected more than 5 thousand likes and 100 comments. In total, 12 fewer posts were added in June than in May. The average number of likes increased by 10.7%.
The “5 Elements” account managed to increase the activity of subscribers through competitions. In June, an electronics store gave away a TV and several smartphones. The TV raffle video collected 3.2 thousand likes and the maximum number of comments – 22.4 thousand. In total, 50.9 thousand comments were left in June; in May, their number was only 280. At the same time, only 3 more posts were published.
X (Twitter)
MTS continues to hold the category leadership. A1 is on the 2nd line. Belarusbank and Beltelecom swapped places. Now Belarusbank is in 4th place, and Beltelecom is in 5th place. MTBank and Biblio-bookshop took 7th and 8th positions, respectively. The last place in the TOP 10 was the Belpochta village .
BRAND
η_SMM
1.
MTS
1.8
2.
A1
2.4
3.
life:)
3.7
4.
Belarusbank
5.0
5.
Beltelecom
6.0
6.
Belgazprombank
7.0
7.
MTBank
7.2
8.
Biblio-bookshop
7.6
9.
KVITKI BY
7.9
10.
Belposhta
8.4
eleven.
RRB bank
9.0
12.
MTS
1.8
In June, 7 tweets were published on the life:) account. The work-while-vacation meme received the most attention. The video, in which a woman solves work issues with a laptop in her hands right at sea, was watched more than 170 times. Users gave it 4 likes.
Over the past month, MTBank published two more entries than in May. In June, the bank shared a partnership program with Minsk restaurants, thanks to which premium card holders received a discount. The publication was viewed more than 80 times.
TikTok
In June, the Dodo Pizza account regained its leadership in the rankings, rising from 4th place. Aviasales , the leader of the previous month, is now in 2nd place. Surprise.by dropped to 3rd position. The Lebyazhiy water park , which was ranked 7th in May, became 10th in June. In its place is the account OZ , which was previously in 9th line. KFC rose from 12th to 9th position and entered the TOP 10.
BRAND
η_SMM
1.
Dodo Pizza
5.8
2.
Aviasales
7.9
3.
Surprise.by
9.4
4.
Burger King
9.6
5.
Alfa Bank
10.2
6.
AUTOIDEA
11.4
7.
OZ
12.6
8.
21vek.by
15.7
9.
KFC
16.7
10.
Water park "Lebyazhiy"
16.9
eleven.
Cinema spaces mooon
17.8
12.
BELA-COLA
18.0
13.
Miniso
18.2
14.
Mak.by
19.9
15.
KVITKI BY
20.7
16.
HIPPO
20.7
17.
MEGATOP
23.2
18.
life 🙂
23.5
19.
av.by
23.8
20.
CHIILZ
24.6
21.
Sneakerhead
25.3
22.
Eva Clinic
25.5
23.
A1
25.6
24.
BelorDesign
25.8
25.
Mark Formelle
27.1
26.
Euroopt
27.6
27.
DYNAMI:T
28.0
28.
Betera
28.6
29.
Kommunarka
29.2
thirty.
AURA
29.5
31.
Helix
29.6
32.
Spartacus
30.0
33.
Inglot
30.6
34.
Paritetbank
30.7
35.
Dobron
31.8
36.
Three prices
31.9
37.
Shopping center Palazzo
32.0
38.
MTS
32.2
39.
Xistore
32.5
40.
PepsiCo
32.7
41.
Atlant
32.9
42.
Shopping center Galleria Minsk
33.2
43.
Officeton
33.7
44.
FRUDOZA
35.0
45.
Mila
35.4
46.
Liv Delano
35.6
47.
Grandma's jar
36.5
48.
Hrusteam
39.0
49.
House of Natural Cosmetics
40.0
50.
Realt
40.9
On June 26, OZ organized a night sale in Minsk. Book lovers came in their pajamas to buy bestsellers at discounted prices. The video collected 45.5 thousand views and more than 3 thousand likes.
However, the most popular was a video asking passersby about their favorite books. The publication was viewed more than 167 thousand times. Users left 13.5 thousand likes and made almost 190 reposts. In the comments, users shared their favorites. The average number of likes in June increased 4 times, reposts – 3.3 times.
The video with the preparation of the new Dodo pasta to the meme sound received the most views and likes. Users watched it more than 3.3 million times, and 21.1 thousand shared it with friends. The video received nearly 300,000 likes, half the total in June. The number of comments exceeded the average by 6.7 times.
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.
