According to Online Circle Digital’s 2017 Facebook Performance Report, Coles is leading the category in number of fans, average engagement and share of voice.
The report shows that Coles holds the largest share of voice in the retail (grocery) category with 24.7 per cent, closely followed by Woolworths (23.97 per cent) and ALDI Australia (10.51 per cent).
Comparing the data of more than 2,600 Australian brands from January 1 to December 31, 2017, Online Circle Digital’s data and insights team has used its proprietary tool Social Pulse (powered by IBM Watson) to determine the most popular Facebook pages in the country.
By analysing category data from thousands of Facebook pages, the 2017 Facebook Performance Report serves as a benchmarking tool, ranking the top 30 pages of several industries by engagement and number of fans.
In the FMCG beverages category, Boost juice held the largest share of voice in 2017 with 19.48 per cent, followed by Slurpee Australia (12.33 per cent) and Coca-Cola Australia (10.47 per cent).
Krispy Kreme Australia held the largest share of voice in the FMCG snacks category with 14.12 per cent, followed by Cadbury Dairy Milk (10.18 per cent) and Vegemite (5.53 per cent).
According to the report, Facebook showed no sign of slowing down in 2017, hitting two billion users mid year, less than five years after hitting one billion.
“Facebook is still heavily focused on growth, with the advertising business continuing to grow at a rate of almost 50 per cent year on year,” the report said. “While some of this growth can be attributed to increases in advertising costs, it also speaks to increased user engagement, which continues to grow for the top brands.”
In 2017 the fastest movers (in terms of engagement) were retail, non-for-profits and education, while the biggest drops were in pets, FMCG snacks and banks.