Engagement rating of the audience of retailers in social networks

Svobodnaya Kassa presents a new retailer audience engagement rating in social networks. The results are unpleasant.

1. Magnolia has the highest average ER, but only 2.8%. Recall that a figure above 5% is considered a worthy result. But in the case of Magnolia, everything is not so simple. The network gained almost 3% on average solely due to its small subscriber base. For example, in VK (where the company's engagement index is the highest) there are only 42 of them. it is clear that with such a number of people (especially if they are network employees), it is easy to achieve results above 5%.

2. Carousel traditionally works well on Instagram. But in FB the results are sad. There are only 10 thousand subscribers, and ER is hundredths of a percent.

3. In third place is the Bristol ALCOHOL market, which, at the very least, is promoted only on Instagram.

4. Outsider rating with an average of 0.04% - "Dixie".

On the situation in the grocery retail market

5. Retailers ignore their FB pages. The zeros after the decimal point in the indexes speak for themselves. At the same time, Auchan has more than 4 million subscribers. This is a record among all the retailers we studied in all three social networks. And at the same time, there is a record for the minimum ER figure: 0.0002.

6. In VK the situation is slightly better, the indices reach at least hundredths. Only Bristol has an anti-record. It is interesting that it is here that Magnit, Krasnoye & Beloe and Pyaterochka have an audience of more than a million subscribers. But it's not enough to catch up with people - you still need to interest them.

7. On Instagram, all retailers somehow learned how to work. In seven out of ten, the engagement index reached tenths of a percent. Compared to the results in other social networks, this is already an achievement.