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REPORT PERIOD:
Average Facebook
page fan growth
rates for seven
industries
REPORT PERIOD: OCTOBER, 2016
ZuumSocial.com
65 ...
About
What’s in this report may surprise a few people.
Especially if you’ve been reading the headlines about
Facebook is s...
Summary
❖ 19 of 65 Facebook pages in this report lost fans in October. That’s 29% of the
pages.
❖ Our previous report on s...
Industry Analysis
Industry overview and industry by industry breakout
Average Facebook page fan growth rates for 7 industr...
Industry Rankings
Average Facebook page fan growth rates for 7 industries
Overall growth is positive --
about ⅓ of a perce...
Consumer Electronics
Average Facebook page fan growth rates for 7 industries
Only one account is losing
fans -- Nokia -- b...
Luxury Fashion
Average Facebook page fan growth rates for 7 industries
This industry is looking more
robust. No brands in ...
Pet Foods
Average Facebook page fan growth rates for 7 industries
Five of eight brands in the red
in growth.
This is an od...
Snack Foods
Average Facebook page fan growth rates for 7 industries
The first industry with
negative overall fan growth.
T...
Soft Drinks
Average Facebook page fan growth rates for 7 industries
Every page in this industry set
is in the red. And the...
Children’s Hospitals
Average Facebook page fan growth rates for 7 industries
This is more like what we’ve
been seeing in F...
Tourism
Average Facebook page fan growth rates for 7 industries
Another industry in which all
sample pages are moving in
a...
Page Details
A closer look at some of the key pages losing fans in this report.
Average Facebook page fan growth rates for...
Coca-Cola’s and Sprite’s drop for October
Average Facebook page fan growth rates for 7 industries
Below you can see each o...
Starburst. A history of dropping fan count.
Average Facebook page fan growth rates for 7 industries
Starburst was another ...
Skittles. Dropping trend except for the Super Bowl.
Average Facebook page fan growth rates for 7 industries
This is Skittl...
Beggin’ Pet Food. Long decline after a bumpy 2015.
Average Facebook page fan growth rates for 7 industries
Beggin’ pet foo...
REPORT PERIOD:
Average Facebook
page fan growth
rates for seven
industries
ZuumSocial.com
This Google Slide is downloadabl...
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Average Facebook Page Fan Growth Rates for 7 Industries

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65 Facebook pages across 7 industries. Industries covered in this report are soft drinks, consumer electronics, hospitals, luxury fashion, snack foods, pet foods and tourism.

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Average Facebook Page Fan Growth Rates for 7 Industries

  1. 1. REPORT PERIOD: Average Facebook page fan growth rates for seven industries REPORT PERIOD: OCTOBER, 2016 ZuumSocial.com 65 Facebook pages across 7 industries. Industries covered in this report are soft drinks, consumer electronics, hospitals, luxury fashion, snack foods, pet foods and tourism. 16 November, 2016
  2. 2. About What’s in this report may surprise a few people. Especially if you’ve been reading the headlines about Facebook is still growing users globally. But what you’ll see here is of the 65 pages in 7 industries we analyzed in this report, a significant number of them are showing negative fan growth for October of 2016. The next page is a summary of report, followed by the industry rankings, and then each of the industries broken out page by page. Charts for each industry show the brands, fan counts, growth rate, and net change in fans. We wrap up with a detailed view of some of the key Facebook pages in the report, assessing their fan loss curves and considerations for why that might be happening. Average Facebook page fan growth rates for 7 industries Sections ❖ Summary ❖ Industry rankings ❖ Consumer Electronics ❖ Luxury Fashion ❖ Pet Foods ❖ Snack Foods ❖ Soft Drinks ❖ Hospitals ❖ Tourism ❖ Detailed views of pages dropping fans
  3. 3. Summary ❖ 19 of 65 Facebook pages in this report lost fans in October. That’s 29% of the pages. ❖ Our previous report on social media fan growth in February 2016 showed earlier indication of this drop in fan count trend. ❖ Our February 2015 report on social network fan growth shows a much more positive fan growth rate for Facebook for virtually all industries. ❖ Facebook is still experiencing user growth. So it’s not like the network is falling off the face of the earth. ❖ The number of brand pages with dropping fan counts could be something Facebook noticed, and sensing fans were seeing too much of brands and their content, scaled back the Facebook brand page impressions fans will see, as they recently announced. ❖ Only 2 of the 7 industries we analyzed had negative average fan growth. Average Facebook page fan growth rates for 7 industries
  4. 4. Industry Analysis Industry overview and industry by industry breakout Average Facebook page fan growth rates for 7 industries
  5. 5. Industry Rankings Average Facebook page fan growth rates for 7 industries Overall growth is positive -- about ⅓ of a percent. Two industries, however, are in the red. Snack Foods and Soft Drinks. Pet Foods is just about flat. Does this indicate a declining interest in Facebook, or is there some other factor. We’ll look at each industry, and then take a closer look at some of the individual brands. Industry Avg Fans Avg Growth Rate Avg Change in Fans Hospitals 361,464 1.53% 5,530 Luxury Fashion 11,037,260 0.58% 64,016 Consumer Electronics 3,349,772 0.47% 15,744 Average 5,645,305 0.34% 8,924 Tourism 862,866 0.07% 4,228 Pet Foods 670,634 0.01% 67 Snack Foods 15,478,891 -0.09% -13,931 Soft Drinks 7,756,251 -0.17% -13,186
  6. 6. Consumer Electronics Average Facebook page fan growth rates for 7 industries Only one account is losing fans -- Nokia -- but it happens to be the page with the largest fan count, by a wide margin. Page Fans Fan Growth Rate Change in Fans Pioneer Electronics (North America) 102,580 1.14% 1,169 HP 4,018,431 0.98% 39,381 Bose 1,660,983 0.80% 13,288 Average 3,349,772 0.47% 15,744 Vizio 245,179 0.45% 1,103 Canon 1,194,562 0.38% 4,539 Sony 7,430,730 0.32% 23,778 Panasonic 339,990 0.31% 1,054 Philips 416,473 0.26% 1,083 GoPro 4,864,302 0.15% 7,296 Nokia 13,224,494 -0.11% -14,547
  7. 7. Luxury Fashion Average Facebook page fan growth rates for 7 industries This industry is looking more robust. No brands in the red, and an average growth rate of over ½ percent. CHANEL leads the pack with both the highest growth rate and biggest increase in fans. Page Fans Fan Growth Rate Change in Fans CHANEL 14,567,617 1.68% 244,736 Versace 4,444,033 0.82% 36,441 Calvin Klein 8,690,142 0.72% 62,569 Marc Jacobs 1,835,632 0.71% 13,033 Average 11,037,260 0.58% 64,016 Dior 15,501,658 0.49% 75,958 Armani 6,800,393 0.46% 31,282 Dolce & Gabbana 10,777,817 0.33% 35,567 Louis Vuitton 18,798,911 0.26% 48,877 Gucci 13,366,906 0.25% 33,417 Burberry 15,589,491 0.04% 6,236
  8. 8. Pet Foods Average Facebook page fan growth rates for 7 industries Five of eight brands in the red in growth. This is an odd trend for an industry that seems well- suited to social media, as well as fan counts that don’t feel large enough to have hit their max yet. This industry group has the second smallest average page size. Page Fans Fan Growth Rate Change in Fans Purina ONE 779,492 0.23% 1,793 Wellness Natural Pet Food for Dogs and Cats 508,554 0.08% 407 Natural Balance Pet Foods 451,862 0.03% 136 Average 670,634 0.01% 67 ALPO 290,353 -0.01% -29 Eukanuba 288,428 -0.02% -58 IAMS 725,253 -0.04% -290 Pedigree 1,307,302 -0.05% -654 Beggin' 1,013,828 -0.11% -1,115
  9. 9. Snack Foods Average Facebook page fan growth rates for 7 industries The first industry with negative overall fan growth. These are very large pages, and a large overall industry. In additional exploration on this later, we’ll see what these lowering fan counts look like on a line chart. Skittles, in losing over 45 thousand fans, is the largest single page drop of all pages in this report. Page Fans Fan Growth Rate Change in Fans Oreo 42,480,492 0.04% 16,992 Butterfinger 1,980,374 0.03% 594 Snickers 10,605,860 -0.03% -3,182 Average 15,478,891 -0.09% -13,931 Reese's 10,733,609 -0.11% -11,807 Twix 7,630,848 -0.16% -12,209 Skittles 23,824,820 -0.19% -45,267 Starburst 11,096,231 -0.23% -25,521
  10. 10. Soft Drinks Average Facebook page fan growth rates for 7 industries Every page in this industry set is in the red. And the highest average negative fan growth in this report. The two bottom pages are the largest percentage loss in fan counts of all pages in this report. Page Fans Fan Growth Rate Change in Fans Mountain Dew 8,505,488 -0.08% -6,804 Fanta 767,239 -0.14% -1,074 Dr Pepper 14,377,160 -0.17% -24,441 Pepsi (PepsiUS) 6,442,827 -0.17% -10,953 Average 7,756,251 -0.17% -13,186 Coca-Cola (CocaColaUnitedStates) 12,530,987 -0.24% -30,074 Sprite (spriteus) 3,913,803 -0.24% -9,393
  11. 11. Children’s Hospitals Average Facebook page fan growth rates for 7 industries This is more like what we’ve been seeing in Facebook fan page growth rates in the past. A strong overall 1.5% growth for the month. The Fans column shows that these pages are not anywhere near as large as the other industries. However, these are also more local businesses, which would seemingly have a lower ceiling on total fan counts. It could be that this industry is later to social media than the others, and is still in a higher growth phase. Page Fans Fan Growth Rate Change in Fans Akron Children's Hospital 37,234 4.91% 1,828 UH Rainbow Babies & Children's 24,045 2.98% 717 Cook Children's 51,341 1.60% 821 Average 361,464 1.53% 5,530 Nationwide Children's Hospital 197,936 1.36% 2,692 Children's Hospital of Pittsburgh of UPMC 57,500 1.31% 753 Children's Hospital of Philadelphia 112,514 1.00% 1,125 St. Jude Children's Research Hospital 1,975,225 0.29% 5,728 Dayton Children's Hospital 40,393 0.20% 81 Boston Children's Hospital 756,986 0.15% 1,135
  12. 12. Tourism Average Facebook page fan growth rates for 7 industries Another industry in which all sample pages are moving in an upward direction. Average page size is still well under a million, and while these aren’t local pages, because they’re state tourism pages, they’re likely to have a regional appeal. Page Fans Fan Growth Rate Change in Fans Pure Michigan 1,084,643 1.32% 14,317 VISIT FLORIDA 708,619 0.61% 4,323 Explore Georgia 372,577 0.59% 2,198 Visit Colorado 641,022 0.51% 3,269 I LOVE NEW YORK 1,367,283 0.49% 6,700 Average 862,866 0.49% 4,228 Texas Tourism 120,196 0.18% 216 Visit California 770,600 0.11% 848 Hawaii – gohawaii.com 1,837,989 0.07% 1,287
  13. 13. Page Details A closer look at some of the key pages losing fans in this report. Average Facebook page fan growth rates for 7 industries
  14. 14. Coca-Cola’s and Sprite’s drop for October Average Facebook page fan growth rates for 7 industries Below you can see each of these brands followed a similar long, gradual decline. If this was more of a sudden drop, it might be attributed to new regional pages being carved off a larger global page, or perhaps Facebook purging obsolete fan accounts.
  15. 15. Starburst. A history of dropping fan count. Average Facebook page fan growth rates for 7 industries Starburst was another relatively big drop in October 2016, of .23%. A loss of over 25,000 fans. The October fan trending is in the top chart. The second chart shows Starburst since January 1, 2016. The fan drop trend line has been going on for quite a while.
  16. 16. Skittles. Dropping trend except for the Super Bowl. Average Facebook page fan growth rates for 7 industries This is Skittles since January 1, 2016. Another long, dropping fan count curve. The slight uptick in fans is right around the Super Bowl. They had a spot featuring Steven Tyler of Aerosmith. It ranked 25 out of 63 of all the Super Bowl spots.
  17. 17. Beggin’ Pet Food. Long decline after a bumpy 2015. Average Facebook page fan growth rates for 7 industries Beggin’ pet food seem to have started their long decline after the beginning of the year. However, the bottom chart shows the brand’s 2015 daily fan count line. Clearly they must have had some strong campaigns going that year, although overall fan count was still down quite a bit at the end of the year.
  18. 18. REPORT PERIOD: Average Facebook page fan growth rates for seven industries ZuumSocial.com This Google Slide is downloadable in either PDF or PPT. Zuum is a powerful social media analysis and reporting tool that will help you maximize the value of your social media properties. We have a free demo you should check out. It’s a free Facebook page performance report -- available instantly after you login with Facebook. Just visit: zuumsocial.com/free-facebook-report/

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