The Most Successful ENTERTAINMENT Brands on Social Media As determined by the Sprinklr Business Index
lights... camera... Instagram! Nearly every entertainment brand uses social media to promote shows and other offerings, but some also use it to create top-notch customer experiences. Media brands are bringing the content and artists that followers love to the digital platforms of their choosing. They re nurturing an audience of followers, and addressing customer needs across all social platforms. 2017 Sprinklr, Inc. All rights reserved. To identify the brands doing it well, we put together an analysis powered by the world s most comprehensive source of social media brand information, the Sprinklr Business Index (SBI), which measures and analyzes public interactions between brands and consumers across social media. www.sprinklr.com info@sprinklr.com
SBI explained Overview The SBI provides an in-depth, innovative understanding of how brands are managing digital disruption, and which brands are creating the most value for their customers through social. It compares the social performance of 35,000 different brands, drawn from over 20 channels, and explores performance trends with data dating back to 2012. SBI Measurements Care Insights This ranking is calculated as a combination of the percent of messages that a brand has responded to (adjusted for number of followers), and how long it took to respond. Brands that respond quickly to a high proportion of messages from customers perform well in terms of care. Audience The SBI calculates audience performance as a combination of number of followers, brand mentions from those followers, and reach rate of content which accounts for how many people a brand can realistically engage with. Brands that have a large audience and receive a substantial amount of mentions perform well in terms of audience. Content Insights The Content Insights score is determined by measuring likes, comments, and shares of content, as well as the frequency with which a brand is publishing. Successful brands are those which often share content that is well received by their audience and drives substantial engagement relative to competing brands. Methodology For this study, we pulled data on April 24, 2017, accounting for the previous 30 days worth of social activity. The top performers were compared with a total of 144 entertainment brands in SBI. Glossary Engagements Engagement is a common metric that combines post likes, post comments, and post shares. Post Reach This is a Sprinklr common metric that is the estimated number of users that have seen a post over the lifetime of the post. Using SBI, we analyzed the performance of entertainment brands across all platforms for 30 days
the entertainment industry at a glance: top brands Here are the top entertainment brands on social as determined by SBI. These brands were ranked based on relative performance across the three categories: Care, Content, and Audience. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
5 Care Insights Audience Content Insights 2 hours average reponse time 51.6m followers 162.9k engagements per day 0.11% response rate 8.54% reach rate 1.5k engagements per post 1.38% engagement ratio 110 posts per day Netflix uses social to promote new shows and lean into the concept of Netflix-and-chill ing either alone or with friends. The brand s social presence is highly localized, allowing for a more relevant, personalized customer experience. Netflix also provides audiences with behind-the-scenes glimpses of award shows and premieres, and engages fans in a humorous way.
5 Performance Insights AVG ENGAGEMENT PER CONTENT TYPE VIDEO Of the brands we measured, Netflix has the highest number of engagements per day, the most posts per day, and the highest earned impressions totalling almost 200 million during the 30-day period. TEXT LINK 38% 79.8K 391K 1.4M Where to post AVG ENGAGEMENT PER CHANNEL TWITTER Netflix s most successful platform is Facebook, where the majority of the brand s likes and comments happen. Twitter draws more social shares, with nearly 650K in the past 30 days. GOOGLE PLUS 53% 236.1K 246.3K 2.1M
4 Care Insights Audience Content Insights 2 hours average reponse time 6.2m followers 50.9k engagements per day 2.16% response rate 7.29% reach rate 1.3k engagements per post 3.49% engagement ratio 39 posts per day Disneyland posts stunning visual content to Instagram (the platform where most of its engagement occurs), and keeps followers coming back with themed posts like Sunset Sunday, Matterhorn Monday, and Fireworks Friday. Disneyland also gives followers sneak-peeks into new projects, like the upcoming Stars Warsthemed park. And while Disneyland uses Twitter and Facebook in a way that s promotional (they are effective marketing tools, after all), it does so as a means to provide a cool experience for customers a strategy that s reflected by high engagement levels.
4 Performance Insights AVG ENGAGEMENT PER CONTENT TYPE VIDEO TEXT LINK Of the top five entertainment brands, Disneyland has the highest response rate to its customers across all social platforms, and the brand has the second highest reach rate of the five brands as well. In terms of overall content performance, Disneyland ranks first in the entire entertainment industry. 92% 12K 1.4M 9.5K Where to post AVG ENGAGEMENT PER CHANNEL TWITTER YOUTUBE 84% 4.7K 1.3M While the brand has a strong Facebook and Twitter presence, Instagram is where it truly shines. From one perfectly staged photo to the next, Disneyland takes viewers to magical places throughout the park. Photos drive 92% of Disneyland s engagement, and Instagram is its most successful platform, accounting for 84% of customer engagement. 0
3 Care Insights Audience Content Insights 2 hours average reponse time 15.7m followers 20.1k engagements per day 1.52% response rate 1.72% reach rate 908 engagements per post 0.97% engagement ratio 22 posts per day Sony hosts photography competitions for users, and promotes winners on its social platforms. Sony engages its social audience through artistic, aesthetically pleasing product photos. The brand also gives customers inside looks into how products are built. Sony s Instagram feed is akin to that of a lifestyle brand, with product pictures taken in pristine, well-lit settings.
3 Performance Insights AVG ENGAGEMENT PER CONTENT TYPE Sony s best performing platform is Instagram, so it s no surprise that its best performing pieces of content are photos. VIDEO TEXT LINK 83% 2.8K 495.5K The brand s Instagram account does a good job of portraying Sony s famous camera offerings, and product photos of all types function both as promotional imagery as well as beautiful, shareable content. 2.6K Where to post AVG ENGAGEMENT PER CHANNEL Of the top five brands, Sony is ranked second in terms of response rate to customers reflecting a strong commitment to efficient customer service. TWITTER YOUTUBE 89% 2.9K 0 534.4K
2 Care Insights Audience Content Insights 3 minutes average reponse time 72.7m followers 60.5k engagements per day 0% response rate 6.33% reach rate 2.9k engagements per post 0.33% engagement ratio 21 posts per day PlayStation uses social to keep its audience up to date on all things gaming. On Facebook, the brand shares content promoting both newly-released games and reissued classics. The brand also promotes virtual reality offerings, beta experiences, and industry news. In addition to promoting new offerings, PlayStation indulges the 90 s kid in all of us with images of old gaming systems.
2 Performance Insights AVG ENGAGEMENT PER CONTENT TYPE VIDEO Compared to the other top brands, PlayStation has by far the highest follower count. The sheer volume of followers helps explain why it s at the top of the industry in terms of overall social performance. TEXT LINK 43% 25.4K 35.1K 728.3K Where to post AVG ENGAGEMENT PER CHANNEL Its average response time is three minutes, which is the fastest among the top five brands in the industry, but the brand s low response rate negatively affects the overall brand score. YOUTUBE TWITTER 38% 7.2K 0 677K
1 Care Insights Audience Content Insights 7 minutes average reponse time 32.8m followers 41.3k engagements per day 0.06% response rate 5.46% reach rate 1.3k engagements per post 0.19% engagement ratio 33 posts per day Funny Or Die is the platform that 32.8 million people go to when they need a laugh. The brand shares humorous celebrity content and jokes about pop culture that are gobbled up by followers. Funny Or Die knows how to turn an audience into a loyal following by making light hearted, sharable content based on widely relatable concepts. Funny Or Die also shares best of collections and weekly roundups to keep its audience engaged and eager to return.
1 Performance Insights AVG ENGAGEMENT PER CONTENT TYPE VIDEO LINK TEXT 54% 17.1K 93K 558K Funny Or Die is the only entertainment brand in the top five for both audience and content. The brand is ranked fourth in terms of content performance and second in terms of audience. This contributes to its position as number one overall in the entertainment industry. Where to post AVG ENGAGEMENT PER CHANNEL TWITTER YOUTUBE 67% 88.4K 205.9K 542.7K 54% of Funny Or Die s engagement comes from photo, and 39% is attributed to video. Though videos get less engagement than photos, they drive higher share rates: Over the 30 day period, video earned 118.6K shares, and photo drew 93K.
Care Insights RESPONSE TIME RESPONSE RATE 1 - Funny or Die 1 - Funny or Die 2 - PlayStation 2 - PlayStation 3 - Sony 3 - Sony 4 - Disneyland 4 - Disneyland 5 - Netflix 5 - Netflix 0 40 80 120 160 0.00% 0.60% 1.20% 1.80% 2.40% Response time (in minutes) Audience FOLLOWERS REACH RATE ENGAGEMENT RATIO 1 - Funny or Die 1 - Funny or Die 1 - Funny or Die 2 - PlayStation 2 - PlayStation 2 - PlayStation 3 - Sony 3 - Sony 3 - Sony 4 - Disneyland 4 - Disneyland 4 - Disneyland 5 - Netflix 5 - Netflix 5 - Netflix 0 20m 40m 60m 80m 0.00% 2.50% 5.00% 7.50% 10.00% 0.00% 1.00% 2.00% 3.00% 4.00% Content Insights ENGAGEMENTS PER DAY ENGAGEMENTS PER POST POSTS PER DAY 1 - Funny or Die 1 - Funny or Die 1 - Funny or Die 2 - PlayStation 2 - PlayStation 2 - PlayStation 3 - Sony 3 - Sony 3 - Sony 4 - Disneyland 4 - Disneyland 4 - Disneyland 5 - Netflix 5 - Netflix 5 - Netflix 0 50k 100k 150k 200k 0 750 1,500 2,250 3,000 0 30 60 90 120 While having a large audience, publishing great content, and providing customer service across platforms are all important components of social success, dominating one of these categories alone is not enough. Each brand has different strengths on social, and there s variation among the brands in terms of highest performing platforms and content types. For instance, Funny Or Die sees most of its engagement on Facebook, where Disneyland sees most of its engagement on Instagram. Nearly all of Disneyland s engagement across the platforms is through photo, but for PlayStation, photo and video are nearly equal as the best performing content types. Understanding where the sweet spots are will allow brands to strategize accordingly, give customers what they want, and ultimately drive engagement and audience growth.