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Citi, Corona, Netflix Are Top Brands On Facebook

Netflix, Tesla, Samsung, Thomson Reuters, Google and Adidas were among the brands examined in a new report from Indivigital.

The company analyzed 29,047 Facebook posts published by the world's top 100 brands between March 2017 and March 2018. The brands were selected from Interbrand's Best Global Brands 2017 report.

The top performing brand is Citi with an average engagement rate (mean) of 2.61%. Corona (1.19%) is the top performing brand with outliers excluded. 

The Netflix (US) page drove 1.7 million comments and 4.1 million shares and is the to-performing page for comments and shares over the time frame analyzed.

Tesla, which recently deleted its Facebook presence, accounted for an average engagement rate (mean) of 0.18% and drove 485, 478 post likes over the time frame analyzed.

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Fast food is the top-performing sector with an average engagement rate (mean) of 0.42%.

“Image” is the most frequently occurring post type accounting for 43% of all posts (video accounted for 38%) while video is the best performing post type (accounting for 46.63% of total interactions).

Average engagement rate (mean) across all brands is 0.12% (median is 0.02%). Average engagement rate with outliers removed (a few pages attracted a disproportionately large number of total interactions) is 0.10 %.

In terms of interactions, 72% of posts received between 0-100 shares, 84% of posts received between 0-100 comments, 34% of posts received between 0-100 likes and 72% of posts received between 0-100 reactions.

Brands with between 300,000 and 1 million fans performed best overall, with an average engagement rate (mean) of 0.22% including outliers and 0.20% excluding outliers. Brands with more than 5 million fans performed worst overall, with an average engagement rate (mean) of 0.07% including outliers and 0.05% excluding outliers.

Finally, less appears to be more. The pages that made less than 50 posts over the time frame analyzed performed best overall and accounted for an average engagement rate (mean) of 0.42%.

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