Sotrender is happy to present the 16th edition of Fanpage Trends UK – the first report analyzing brand communication on Facebook in the UK. We analysed reach, engagement, customer service, and content on Facebook in 11 integral industries. What are the biggest UK Facebook Pages? Which of them is the most successful at engaging fans and followers? Read the report and broaden your perspective on the social media landscape in the United Kingdom.
The report contains data for 11 different industries present on Facebook in the UK. These are: All UK Brands, Alcohol, Banks, IT/Electronics, Beverages, Beer, Politics, Retail, Cars, Sweets, and Telecommunication.
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The best performing profiles
This month was dominated by Christmas posts. Brands love to get into the Christmas spirit a bit early and that’s exactly what happened on Facebook. But with an Interactivity Index score of over 5 million, almost 5 times as much as the next leading post, was this Christmas ad from John Lewis.
Christmas is an excellent time to leverage your brand, with most brands using humor or the spirit of giving to make great content. But John Lewis mixed both for this ad and it exploded on Facebook. The fifth best performing post was even a reference to this Ad! #BusterTheBoxer anyone?
Waitrose came in third with a Christmas themed post. Their post was a video of their new ad campaign involving a robin coming home for Christmas, and why they’re brand is essential to that experience.
And in third was Aldi UK with one more Christmas post. Introducing Kevin the Carrot, Aldi UK went for a short and sweet tale of a carrot who wants to meet Santa.
What can we learn from these posts? Number one is the real importance of video on social media. Everyone’s trying to post video content, and if you don’t start doing it too, you’ll fall behind. And always remember to attach your brand to relevant trends. Almost any brand can be leveraged with a little help from Santa!
The most engaging and fastest growers
The most engaging fanpages this November were boohoo.com (1.1 million engaged users), Shell (789 k), and Red Bull Racing (500 k). The fastest growers were Manchester City (201 k new fans), Red Bull Racing (154 k), and Saatchi Gallery (139 k). These tend to be these same profiles each time, but always with sports Pages in there. With so many people liking sports pages, consider leveraging that for your own brand. Or if you want to know exactly what your specific fans are liking, try our Interest Analysis.