A benchmark and content analysis of how yogurt brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Chobani, FAGE, Yoplait, Oikos, and Stonyfield.

1. Report Period: January 1 - December 31, 2015
2015 in Review: A
Social Media
Benchmark & Content
Summary for the Yogurt
Industry
A benchmark and content analysis of how
yogurt brands performed in 2015 on
Facebook, Twitter, Google+, YouTube,
and Instagram. Brands analyzed are
Chobani, FAGE, Yoplait, Oikos, and
Stonyfield.

2. Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the
top yogurt brands in the US for 2015. We’ll analyze 5 category leaders: Chobani, FAGE, Yoplait,
Oikos, and Stonyfield.
Highlights
❖ Facebook is the largest network with 86% of the average fan count.
❖ Instagram experienced the most growth at 133%, followed by YouTube at 40%.
❖ Facebook is the industry leader in engagement, with 87% of the average total engagement
happening on the network. Instagram had an average engagement of 14%.
❖ Twitter is the leading network for posting, with 41% of the average posts. Second was
Facebook with 24%.
Report Period: 2015

3. How fans are distributed across the social networks
Facebook is the leading
network for fans, with
86% of the average fan
count across the
networks.
Twitter, by comparison,
only has about 7% of the
average fan count.
86% for Facebook is
similar to other industries
we have recently reported
on. This average count
falls between the average
counts of energy drinks
and snack foods.

4. How fan growth is distributed across the social networks
Instagram grew on
average over 133%.
Interesting to note is that
despite the Facebook
purge we have discussed
in previous reports, this
industry has managed as
a whole to rebound.
Facebook fan counts
grew on average just over
6%.
You can read more about
the purge here.

5. Facebook Fan Purge
You can see from the two
sample trending charts
that fan counts dropped
in March following the fan
purge.
The big difference here is
how much growth
Stonyfield experienced.
They lost about 2% of
their fans in the purge, but
managed to gain almost
122,000 fans by the end
of the year. This gives
Stonyfield a growth rate
of over 30%.
FAGE lost over 6% of
their fan base over the
course of 2015.
Trending

6. How fans are engaging across the social networks
Fans are engaging
primarily on Facebook,
with 87% of average
engagement happening
on the network.
Instagram claimed nearly
14% of the average
engagement.

7. Posting volume by network by brand
Brands are posting
primarily on Twitter even
though the network only
has about 2% of the
average engagement.

8. Top data points on Facebook
Stonyfield is posting well
about the industry
average, with 291 posts.
The brand also
experienced the highest
growth rate.
FAGE has the highest fan
count despite losing 6%
of their fan base.

9. Top terms on Facebook
The top terms chart gives
a snapshot of the most
used or engaging posting
topics for the entire year
of 2015. Hashtags and
URL’s here reveal
campaign themes among
the brands.
Note that these are terms
used at least 10 times
throughout the entire year
by any of these brands.

10. Top Posts on Facebook
All of the top posts are
photos and all appear to
be promoted.
Stonyfield holds the three
top five posts.

11. The Weekly Trending
Report is just one example
of how Zuum gives you the
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maximize the impact of
your social media
properties.
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The Weekly Trending Report. One of the most illuminating Facebook
data views a social media marketer can have
The trending line identifies shifts in
performance for major Facebook
Benchmarks. Compare trending lines
to understand metric relationships.
The three dots compare your
current week’s performance to
the previous week, the average of
all weeks, and your change since
the start.
Count for most
recent week.