Brands On Social Media

Brands on social media
Table of Contents
Fans and followers
08 Most liked industries on social media worldwide 2016
09 Leading U.S. brands on social media 2017, by user engagement
10 Most-followed media publishers on social media in the U.S. 2016
11 Top media publishers on social media in the U.S. 2016, by user engagement
12 Most-followed magazine brands on social media 2017
13 Most-followed magazine brands on Pinterest 2017
14 YouTube: most popular brand channels 2017, by subscribers
15 Most-liked global brands on Foursquare 2016
Facebook
17 Leading U.S. brands on Facebook 2017, by user engagement
18 Most popular Facebook fan pages 2018
19 Most popular product brands on Facebook 2018
20 Most popular technology brands on Facebook 2018
21 Facebook: number of followers of popular beauty brands 2018
22 Most-followed magazine brands on Facebook 2017
23 Facebook: number of fans of popular apparel brands 2018
24 Average daily Facebook brand posts 2017, by profile size
25 Average daily Twitter brand posts 2017, by profile size
Twitter
27 Most-followed magazine brands on Twitter 2017
28 Most-followed beauty brands on Twitter 2018
29 Most-followed apparel brands on Twitter 2018
30 Most-followed retailers and consumer merchandise brands on Twitter 2018
31 Leading video gaming brands on Twitter 2018, by followers
32 Average earnings for Twitter influencer posts 2016, by number of followers
33 Leading U.S. brands on Twitter 2017, by user engagement
34 Twitter: average brand profile interaction rate 2016
35 Average daily Twitter brand posts 2017, by profile size
Instagram
37 Leading U.S. brands on Instagram 2017, by user engagement
38 Instagram: global brand adoption rate 2016, by category
39 Instagram: share of video and image brand posts 2017
40 Instagram: video and image post user interactions 2017, by profile size
41 Most popular brands on Instagram 2017, by followers
42 Instagram: most-followed luxury brands 2017
43 Instagram: most-followed fashion brands 2017
44 Instagram: most-followed beauty brands 2017
45 Instagram: most-followed FMCG brands 2017
46 Most-followed magazine brands on Instagram 2017
47 Number of active advertisers on Instagram 2016-2017
Brand content
49 Content marketing tactics used in B2B communications in North America 2017
50 Most effective social media for influence marketing in the U.S. 2016
51 YouTube: annual beauty content views 2009-2017
52 Most-shared social video brands 2016
53 Leading brands ranked by number of Instagram posts 2017
54 Average monthly Instagram brand posts 2017
55 Instagram: monthly image posts by brands 2016-2017
56 Instagram: monthly video posts by brands 2016-2017
57 Global Instagram video ad impression share 2015-2016
58 Social media profiles marketing adoption among SMEs in the U.S. 2016
59 Social media advertising adoption among SMEs in the U.S. 2016
User interactions
61 Leading U.S. brands on social media 2017, by video engagement
62 Worldwide interaction with brands on Facebook 2016, by industry
63 U.S. consumer social media brand engagement rate 2016
64 Most popular brands on Snapchat Discover according to U.S. youth Snapchat users 2016
65 Frequency of digital brand interaction among women U.S. 2016
66 Preferred online brand interaction channel among U.S. women 2016
67 Top platforms to engage with brand content among U.S. women 2016
68 Leading U.S. influencers and celebrities on social media 2017, by share of voice
69 U.S. Millennial willingness to try chatbot commerce 2016
70 Reasons causing social media brand unfollows in the U.S. 2017, by age group
Fans and followers

Fans and followers 8
Most liked industries on social media worldwide 2016

Most popular industries on social media according to social media users
worldwide as of July 2016
data
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0%
Retail 17.9%
Media/Entertainment 16.4%
Consumer Goods 16.3%
Technology 9%
Travel/Hospitality 8.5%
Non-Profits 7.6%
Healthcare 4%
Education 3.8%
Banking/Finance 3.4%
Government 3.1%
Share of respondents
Note: Worldwide; July 5, 2016 to July 11, 2016; 1,022; based on Facebook, Instagram, and Twitter users
Further information regarding this statistic can be found on page 72.
Source: Survata; Sprout Social ID 604875

Leading U.S. brands on social media 2017, by user engagement

Leading brands in the United States on social media in 2017, based on
user engagement (in million actions)
data
0 200 400 600 800 1000 1200 1400 1600 1800
National Geographic 1,602.11
Bleacher Report 1,125.83
NBA 1,116.61
SportsCenter 1,015.28
Instagram 972.16
NFL 825.14
WWE 628.06
ESPN 608.06
The Dodo 605.46
Fox News 581.98
Number of total actions in millions
Note: United States; 2017; reactions, comments, shares, retweets and likes on owned content published by brands on Facebook, Twitter and Instagram
Source: Shareablee ID 721864

Most-followed media publishers on social media in the U.S. 2016

Leading media publishers in the United States as of July 2016, based on
social media followers (in millions)
data
0 20 40 60 80 100 120
National Geographic 112.3
Tasty 66
E! News 25.4
Tastemade 20.1
National Geographic Travel 16.8
The Huffington Post 15.7
BuzzFeed 13.7
Bleacher Report 10.9
Hypebeast 5.5
The Dodo 4.1
Million page likes/followers combined
Note: United States; July 2016; Facebook, Twitter, Instagram, and YouTube fans & followers
Source: Adweek; Shareablee ID 536519

Top media publishers on social media in the U.S. 2016, by user engagement
Leading media publishers in the United States on social media as of June
2016, based on user engagement (in million actions)
data
0 10 20 30 40 50 60 70 80 90 100 110
Tasty 49.1
The Dodo 15
Tastemade 13.9
BuzzFeed 12.7
Hypebeast 12.6
E! News 12.4
Number of actions per post
Note: United States; June 2016; Facebook, Twitter, Instagram, and YouTube interactions

Most-followed magazine brands on social media 2017

Leading magazine brands on social media as of December 2017, by social
media followers (in millions)
data
0 20 40 60 80 100 120
National Geographic Magazine 106.76
ESPN The Magazine 61.67
Vogue 40.36
Time 32.63
The Economist 32.51
National Geographic Traveler 33.1
Playboy 24.11
Forbes 22.22
People 18.94
Elle 15.46
Million page likes/followers combined
Note: Worldwide; December 31, 2017
Source: MPA; SocialFlow ID 371900

Most-followed magazine brands on Pinterest 2017

Leading magazine brands on Pinterest as of December 2017, by followers
(in millions)
data
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Harper's Bazaar 4.55
Better Homes & Gardens 1.64
Ski 1.56
HGTV Magazine 1.2
Smithsonian 0.93
Martha Stewart Living 0.92
Real Simple 0.76
Vogue 0.69
This Old House 0.67
Country Living 0.63
Pinterest followers in millions

YouTube: most popular brand channels 2017, by subscribers

Most popular YouTube brand channels as of October 2017, ranked by
total number of video views (in billions)
data
0 1 2 3 4 5 6
LEGO 5.59
Vat19 3.5
Kids TV HD EggVideos.com 3.29
Angry Birds 3.17
Hasbro 2.12
Red Bull 1.94
PlayStation 1.57
GoPro 1.56
TOBOTYOUNGTOYS 1.13
Nintendo 0.96
Total uploaded video views in billions
Note: Worldwide; October 2017; all-time cumulative views
Source: Socialbakers; YouTube ID 277765

Most-liked global brands on Foursquare 2016

Most popular brands on Foursquare worldwide as of June 2016, based on
likes (in 1,000s)
data
1800
1,706.99
1600
1400
1,271.87
1,174.62
1200
Number of likes in 1,000
1000
808.68
800 757.31
714.05
667.87
585.89 583.97
600 529.16
400
200
0
Starbucks Foursquare MTV History CNN Louis Vuitton Ellen DeGneres New York Red Bull People
Coffee (The Ellen Times Magazine
Show)
Note: Worldwide; June 2016
Source: Foursquare; Fan Page List ID 271474

Facebook
Facebook 17
Leading U.S. brands on Facebook 2017, by user engagement

Leading brands in the United States on Facebook in 2017, based on user
engagement (in million actions)
data
0 50 100 150 200 250 300 350 400 450 500 550
The Dodo 489.5
Fox News 393.59
Tasty 271.27
CNN 226.27
Shared 225.1
ABC News 204.94
Delish 199.05
WWE 188.26
Breitbart 150.97
Note: United States; 2017; post-level reactions, comments and shares

Facebook 18
Most popular Facebook fan pages 2018

Most popular Facebook fan pages as of April 2018, based on number of
fans (in millions)
data
0 50 100 150 200 250
Facebook 208.14
Facebook Sales Germany 208.14
Facebook for Every Phone 208.14
Samsung Mobile USA 156.25
Cristiano Ronaldo 122.46
Coca-Cola Zero 107.42
Real Madrid CF 107.3
Shakira 103.51
FC Barcelona 103.24
Vin Diesel 100.42
Lionel Messi (Leo Messi) 89.56
Eminem 89.36
Rihanna 81.01
Justin Bieber 78.39
Mr. Bean 78.16
Number of fans on Facebook in millions
Note: Worldwide; April 2018
Source: Facebook; Fan Page List ID 269304

Facebook 19
Most popular product brands on Facebook 2018

Product brands with the most Facebook fans as of April 2018 (in millions)
data
0 50 100 150 200 250
Coca-Cola Zero 107.42
Instagram 54.31
Red Bull 49
Microsoft Windows 47.15
Nike Football 44.86
Converse All Star 44.21
Oreo 43.15
PlayStation 38.57
Pepsi 37.68
Starbucks Coffee 37.21
Nutella 32.25
Nutella Italy 32.25
adidas Originals 32.16
Facebook fans in millions
Source: Fan Page List; Facebook ID 265657

Facebook 20
Most popular technology brands on Facebook 2018

Technology brands with the most Facebook fans as of April 2018 (in
millions)
data
0 50 100 150 200 250
Facebook 208.14
Instagram 54.31
Microsoft Windows 47.15
Netflix 44.57
Samsung Mobile 43.48
Intel 38.88
PlayStation 38.57
iTunes 30.46
Number of fans in millions
Source: Facebook; Fan Page List ID 277351

Facebook 21
Facebook: number of followers of popular beauty brands 2018

Leading beauty brands with the most followers on Facebook as of March
2018 (in millions)
data
0 2 4 6 8 10 12 14 16 18 20 22
Eisenberg Paris 19.56
O Boticário 13.54
MAC Cosmetics 12.52
Bath & Body Works 8.85
Natura 8.71
Risqué 7.59
L'Oréal Paris 7.35
Avon 6.77
Mary Kay Brazil 6.5
Pantene Brazil 5.14
Brand fans in millions
Note: Worldwide; March 2018
Source: Socialbakers ID 300050

Facebook 22
Most-followed magazine brands on Facebook 2017

Leading magazine brands on Facebook as of December 2017, by page
fans (in millions)
data
0 5 10 15 20 25
Playboy 16.33
Time 12.46
Cosmopolitan 10.12
National Geographic Adventure 9.36
Men's Health 8.9
Vogue 8.78
HGTV Magazine 8.57
The Economist 8.42
Page likes in millions

Facebook 23
Facebook: number of fans of popular apparel brands 2018

Leading apparel brands with the most Facebook fans as of February 2018
(in millions)
data
0 5 10 15 20 25
Louis Vuitton 20.88
Converse 19.74
ZARA 19.58
Dior 16.38
Chanel 16.31
Chalany High Heels 15.55
Michael Kors 15.54
Ray-Ban 14.78
Victoria's Secret PINK 14.48
Gucci 14.31
Million fans
Note: Worldwide; February 2018

Facebook 24
Average daily Facebook brand posts 2017, by profile size

Average number of daily brand posts on Facebook as of 4th quarter 2017,
by profile size
data
8 7.78
7
Number of Facebook posts per day
5
4.57
4 3.64
2
1.33
1
0.51
0.16
0
1-1k Fans 1k-10k Fans 10k-100k Fans 100k-1m Fans 1m-10m Fans 10m+ Fans
Note: Worldwide; Q4 2017; own posts only
Source: Quintly ID 605094

Facebook 25
Average daily Twitter brand posts 2017, by profile size

Average number of daily brand posts on Twitter as of 4th quarter 2017, by
profile size
data
25
22.96
20
16.17
Number of Twitter posts per day
15
9.74
10
5
3.61
1.61
0.44
0

Twitter
Twitter 27
Most-followed magazine brands on Twitter 2017

Leading magazine brands on Twitter as of December 2017, by followers
(in millions)
data
0 5 10 15 20 25 30 35 40
The Economist 22.65
Time 15.13
Forbes 14.34
Vogue 13.6
Wired 10.05
The New Yorker 8.37
People 7.87
Elle 6.83
Entertainment Weekly 6.72
Twitter followers in millions

Twitter 28
Most-followed beauty brands on Twitter 2018

Leading beauty and cosmetics brands on Twitter as of January 2018, by
followers (in 1,000s)
data
0 200 400 600 800 1000 1200 1400 1600
MACcosmetics 1,462.84
Urban Decay 1,183.12
NYX Cosmetics 952.49
Benefit Cosmetics US 915.18
Tarte Cosmetics 679.43
Maybelline New York 655.41
Covergirl 643.28
Smashbox Cosmetics 624.2
Make Up for Ever 621.85
Bobbi Brown Cosmetics 602.99
Brand fans in 1,000s
Note: Worldwide; January 2018
Source: Twitter Counter ID 300044

Twitter 29
Most-followed apparel brands on Twitter 2018

Leading fashion brands on Twitter as of January 2018, by followers (in
millions)
data
0 2 4 6 8 10 12 14 16
Chanel 13.49
Victoria's Secret 11.47
Marc Jacobs 9.24
H&M 8.75
Burberry 8.54
Dior 8.23
Louis Vuitton 7.13
Gucci 5.36
Dolce & Gabbana 5.24
Versace 4.39
Saint Laurent 4.12
Adidas Originals 3.91
Michael Kors 3.65
Calvin Klein 3.58
Giorgio Armani 3.4

Twitter 30
Most-followed retailers and consumer merchandise brands on Twitter 2018

Leading retail and consumer merchandise brands on Twitter as of
January 2018, by followers (in millions)
data
0 1 2 3 4 5 6 7 8
Google Play 6.9
Steam 4.82
App Store 4.7
Netflix US 4.51
Nike.com 4.51
OpTic Gaming 3.35
Netflix Brazil 3.22
Amazon.com 2.73
Etsy 2.72
Spotify 2.46
Someecards 2.33
SoundCloud 2.31
Threadless 2.12
Flipcart 1.98
Artnet 1.96
Twitter fans in millions

Twitter 31
Leading video gaming brands on Twitter 2018, by followers

Number of followers of popular video gaming brands on Twitter as of
March 2018 (in millions)
data
0 2 4 6 8 10 12 14 16 18
PlayStation 15.45
Xbox 12.67
Rockstar Games 9.2
Nintendo of America 9.17
Ubisoft 6.99
EA SPORTS FIFA 6.28
Sonic the Hedgehog 5.29
Electronic Arts 5.21
League of Legends 4.38
Assassin's Creed 4.24
Note: Worldwide; March 2018

Twitter 32
Average earnings for Twitter influencer posts 2016, by number of followers

Average earnings for influencer posts on Twitter as of October 2016, by
number of account followers (in U.S. dollars)
data
70000
60,000
60000
50000
Average earnings in U.S. dollars
40000
30,000
30000
20,000
20000
10000
4,000
2,000
0
100K - 500K 500K - 1m 1m - 3m 3m - 7m Over 7m
Note: Worldwide; October 2016; average rate card price varies based on brand exclusivity, term of post, number of posts per campaign, production costs
celebrity status, etc.
Source: The Economist; Captiv8 ID 620597

Twitter 33
Leading U.S. brands on Twitter 2017, by user engagement

Leading brands in the United States on Twitter in 2017, based on user
data
0 20 40 60 80 100 120 140
Fox News 93.36
SportsCenter 61.75
CNN 53.36
The Hill 50.27
Billboard 48.7
NBA 35.06
The New York Times 30.2
The Dodo 28.12
ABC News 27.6
Note: United States; 2017; post-level retweets and likes

Twitter 34
Twitter: average brand profile interaction rate 2016

Average Twitter interaction rate of brand profiles as of September 2016,
by brand profile size
data
0.0% 0.1% 0.1% 0.2% 0.2% 0.3% 0.3% 0.4%
1-1k followers 0.29%
1k-10k followers 0.11%
10-100k followers 0.05%
100k-1m followers 0.02%
1m-10m followers 0.01%
10m+ followers 0.01%
Interaction rate
Note: Worldwide; September 2016; total survey n=220,000 social media brand profiles

Twitter 35

profile size
data
25
22.96
20
16.17
Number of Twitter posts per day
15
9.74
10
5
3.61
1.61
0.44
0

Instagram
Instagram 37
Leading U.S. brands on Instagram 2017, by user engagement

Leading brands in the United States on Instagram in 2017, based on user
data
0 200 400 600 800 1000 1200 1400 1600 1800
National Geographic 1,531.15
NBA 943.35
SportsCenter 883.24
NFL 719.96
ESPN 531.38
WWE 412.62
Complex 373.84
HYPEBEAST 347.87
Note: United States; 2017; post-level likes and comments

Instagram 38
Instagram: global brand adoption rate 2016, by category

Share of brands that have an Instagram profile as of March 2016, by
category
data
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
Auto 100%
Fashion 98%
Beauty 96%
Watches & jewelry 96%
Travel 95%
Retail 92%
Sportswear 92%
Beverages 89%
Consumer eletronics 78%
Share of brands with social media presence
Note: Worldwide; July 2015 to March 2016; 725 brands; brands on the L2 Digital IQ Index, broader industry metrics may vary
Source: L2 ID 305292
Instagram 39
Instagram: share of video and image brand posts 2017

Distribution of video and image brand posts on Instagram as of July 2017
data
90.0%
83.94%
80.0%
70.0%
60.0%
Share of Instagram posts
50.0%
40.0%
30.0%
20.0% 16.05%
10.0%
0.0%
Image posts Video posts
Note: Worldwide; July 2017; own posts only

Instagram 40
Instagram: video and image post user interactions 2017, by profile size
Average number of video and image post user interactions on Instagram
as of July 2017, by profile size
Chart Title
Video posts Image posts
0 50000 100000 150000 200000 250000 300000 350000 400000 450000
40
1-1k fans
42
88
1k-10k fans
103
444
10k-100k fans
627
2,743
100k to 1m fans
4,173
26,469
1m-10m fans
36,304
207,340
10m+ fans
385,555
Number of Instagram interactions
Note: Worldwide; July 2017; own posts only

Instagram 41
Most popular brands on Instagram 2017, by followers

Leading brands ranked by number of Instagram followers as of December
2017 (in millions)
data
0 10 20 30 40 50 60 70 80 90
nike 75.4
Victoria's Secret 58
Real Madrid C.F. 54.1
FC Barcelona 53.4
9GAG: Go Fun The World 42.8
Nike Football (Soccer) 30.8
NASA 29.2
NBA 25.8
CHANEL 25.3
H&M 23.9
ZARA Official 23.6
adidas Originals 23.5
Louis Vuitton Official 20.3
Number of Instagram followers in 1,000
Note: Worldwide; December 2017; except celebrities
Source: Iconosquare ID 253710

Instagram 42
Instagram: most-followed luxury brands 2017

Leading luxury brands ranked by number of Instagram followers as of
December 2017 (in millions)
data
0 5 10 15 20 25 30
Chanel 25.3
Louis Vuitton 20.3
Gucci 19.4
Dior 17.9
Prada 14.1
Michael Kors 10.9
Versace 10.7
Burberry 10.5
Christian Louboutin 10.5
Valentino 9.6
Giorgio Armani 9.6
Givenchy 9.4
Fendi 8.3
Balmain 7.6
Number of Instagram followers in millions
Note: Worldwide; December 2017

Instagram 43
Instagram: most-followed fashion brands 2017

Leading fashion brands ranked by number of Instagram followers as of
data
0 10 20 30 40 50 60 70 80
Nike 75.4
Victoria's Secret 58
Nike Football 30.8
Chanel 25.3
H&M 23.9
Zara 23.6
Adidas Originals 23.5
Louis Vuitton 20.3
Gucci 19.4
Dior 17.9
Adidas 17.5
Kylie Cosmetics 15
Forever 21 14.2
Prada 14.1

Instagram 44
Instagram: most-followed beauty brands 2017

Leading beauty brands ranked by number of Instagram followers as of
data
0 2 4 6 8 10 12 14 16 18
MAC Cosmetics 17.1
Anastasia Beverly Hills 15.2
Sephora 13.3
NYX Professional Makeup 12.2
Calvin Klein 10.8
Too Faced Cosmetics 9.6
Urban Decay Cosmetics 9.2
Tarte Cosmetics 7.3
Maybelline 6.1
Narsissist 4.9
L'Oréal Paris Makeup 4.3
Make Up For Ever 4.2
Lush Cosmetics North America 4

Instagram 45
Instagram: most-followed FMCG brands 2017

Leading FMCG brands ranked by number of Instagram followers as of
data
0 1 2 3 4 5 6 7 8 9 10 11
Too Faced Cosmetics 9.6
Urban Decay 9.2
Red Bull 8
Tarte Cosmetics 7.3
Monster Energy 4.4
Make Up For Ever 4.2
Bath and Body Works 3.3
Bobbi Brown Cosmetics 2.6
Oreo 2.4
Milani Cosmetics 2.3
Coca Cola 2.3
House of Lashes 2.2
Marc Jacobs Beauty 1.7

Instagram 46
Most-followed magazine brands on Instagram 2017

Leading magazine brands on Instagram as of December 2017, by
followers (in millions)
data
0 10 20 30 40 50 60 70 80 90
National Geographic Traveler 21.93
Vogue 17.28
Playboy 6.37
Food Network Magazine 5.54
Time 4.94
GQ 4.06
People 3.95
Vanity Fair 3.3
Instagram followers in millions

Instagram 47
Number of active advertisers on Instagram 2016-2017

Number of monthly active advertisers on Instagram from February 2016
to September 2017 (in millions)
data
2.5
2
2
Number of monthly active advertisers in millions
1.5
1
1
0.5
0.5
0.2
0
Feb '16 Sep '16 Mar '17 Sep '17
Note: Worldwide; February 2016 to September 2017
Source: TechCrunch; Instagram ID 283701

Brand content
Brand content 49
Content marketing tactics used in B2B communications in North America 2017

Leading content marketing tactics used in B2B communications in North
America 2017
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Email (e.g., newsletters, welcome emails) 93%
Social media platforms (e.g., LinkedIn, Twitter) 92%
Blogs 79%
In-Person events 56%
Webinars/Webcasts/Virtual Events 55%
Separate Content Hubs (e.g., microsites, resource centers) 27%
Print magazines 24%
Print (other than magazines) 23%
Digital magazines 21%
Online presentations 21%
Other 4%
Note: North America; June to July, 2017; 870 Respondents; among B2B marketers
Source: MarketingProfs; Content Marketing Institute; Brightcove ID 271562

Brand content 50
Most effective social media for influence marketing in the U.S. 2016
Best social media platforms for influence marketing according to
influencers in the United States as of July 2016
data
35.0%
32%
30.0%
25.0% 24%
20.0%
18%
15.0%
12%
10%
10.0%
5%
5.0%
0.0%
Facebook Instagram Twitter Others Pinterest Don't know/not sure
Note: United States; July 2016; 347 Respondents; among influencers with an active blog and who were active on social media
Source: eMarketer; SheSpeaks ID 617525

Brand content 51
YouTube: annual beauty content views 2009-2017

Annual beauty-related content views on YouTube from 2009 to 2017 (in
billions)
data
100
90 88
80
Annual beauty content views in billions
70
60
55
50
40
33
30
22
20
14
10
10 6
3 4
0.13 0.63 1
0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017*
Note: Worldwide; 2006 to 2016
Source: Pixability ID 294655

Brand content 52
Most-shared social video brands 2016

Leading social video brands in 2016, based on number of shares (in
millions)
data
30
27.05
25
Number of social shares in millions
20
15
12.48
10 8.62
6.42
5.28 5
4.56 4.51
5 4.14 4.08
0
Red Bull Samsung McDonald's Australian Asus Nike Almarai Adidas Shell Cadbury
Tourist Board
Note: Worldwide; 2016
Source: Unruly Media; MarketingCharts ID 186805

Brand content 53
Leading brands ranked by number of Instagram posts 2017

Leading brands ranked by number of Instagram posts as of December
2017 (in 1,000s)
data
0 5 10 15 20 25 30 35 40 45 50
DEL Records 43.4
Listín Diario 41.9
Fashion Nova 30.1
TC Televisión 25.1
Culturizando 23.7
Inked Magazine 23.4
NBA 22.1
Glamour Brazil 21.9
HOT 97 21.6
MLB 21.3
Number of Instagram posts
Note: Worldwide; December 2017; except celebrities.

Brand content 54
Average monthly Instagram brand posts 2017

Average number of monthly brand posts on Instagram from January to
December 2017
data
35
33.2
31.1
30.2 30 29.7
30 28.9 28.64
28 27.88 27.64
27.4
26.89
25
Number of Instagram posts per month
20
15
10
0
Jan '17 Feb '17 Mar '17 Apr '17 May '17 Jun '17 Jul '17 Aug '17 Sep '17 Oct '17 Nov '17 Dec '17
Note: Worldwide; January to December 2017; own posts only

Brand content 55
Instagram: monthly image posts by brands 2016-2017

Average number of monthly image posts by brands to Instagram from
January 2016 to December 2017
data
35
31 30.6
30.2 30.1 30.2
29.7 29.5
30 29.1 28.8 29
28.6 28.3
27.9
27
25.6 25.7
25.2
25 23.5
23 22.83
Number of image posts per month
21.59 21.8
20.79
20.14
20
15
10
0
Jan Feb Mar Apr May Jun Jul '16 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul '17 Aug Sep Oct Nov Dec
'16 '16 '16 '16 '16 '16 '16 '16 '16 '16 '16 '17 '17 '17 '17 '17 '17 '17 '17 '17 '17 '17
Note: Worldwide; January 2016 to December 2017; own posts only

Brand content 56
Instagram: monthly video posts by brands 2016-2017

Average number of monthly video posts by brands to Instagram from
data
5 4.8
4.6 4.6 4.6 4.6 4.6
4.5 4.5 4.5 4.5
4.4
4.3 4.3 4.3
4.2 4.2 4.2
4.1
3.9 3.9
Number of video posts per month
4
3.7 3.7
3.1
3 2.8
0
Jan Feb Mar Apr May Jun Jul '16 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul '17 Aug Sep Oct Nov Dec
'16 '16 '16 '16 '16 '16 '16 '16 '16 '16 '16 '17 '17 '17 '17 '17 '17 '17 '17 '17 '17 '17
Note: Worldwide; January 2016 to December 2017; own posts only

Brand content 57
Global Instagram video ad impression share 2015-2016

Share of video ad impressions on Instagram worldwide as of 1st quarter
2016
data
70.0%
60.0% 58%
50.0%
Share of total ad impressions
40.0%
30.0%
22%
20.0%
10.0%
0.0%
Q4 '15 Q1 '16
Note: Worldwide; 4th quarter 2015 to 1st quarter 2016; 2 billion Instagram ad impressions; ads served by Brand Networks, broader industry metrics may
vary
Source: Adweek (Social Times); Brand Networks ID 271609

Brand content 58
Social media profiles marketing adoption among SMEs in the U.S. 2016
Marketing implementation of social media profiles among small to
medium sized enterprise (SME) owners in the United States as of
November 2016
data
70.0%
63%
60.0%
50.0%
40.0%
30.0%
26%
20.0%
10%
10.0%
1%
0.0%
Already in use Planned Not planned Don't know
Note: United States; November 16 to 21, 2016; 100 Respondents; Owners of small and medium sized enterprises with at least 1 employee
Source: Statista Survey ID 641838

Brand content 59
Social media advertising adoption among SMEs in the U.S. 2016

Marketing implementation of social media advertising among small to
November 2016
data
40.0%
37%
35.0%
32%
30.0%
28%
25.0%
20.0%
15.0%
10.0%
5.0%
3%
0.0%
Already in use Planned Not planned Don't know
Note: United States; November 16 to 21, 2016; 100 Respondents; Owners of small and medium sized enterprises with at least 1 employee
Source: Statista Survey ID 641995

User interactions
User interactions 61
Leading U.S. brands on social media 2017, by video engagement

user engagement on owned video content (in million actions)
data
0 100 200 300 400 500 600 700 800
NBA 697.05
The Dodo 511.85
SportsCenter 467.97
5-Minute Crafts 431.24
Tasty 308.82
NFL 253.79
ESPN 235.89
Barstool Sports 232.69
Note: United States; 2017; reactions, comments, shares, retweets and likes on owned video content published by brands on Facebook, Twitter and
Instagram

Worldwide interaction with brands on Facebook 2016, by industry

Distribution of global user interactions on Facebook in 2016, by industry
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Community 17%
Celebrities 17%
Brands 11%
Media 38%
Entertainment 6%
Sport 6%
Society 4%
Place 1%
Share of interactions
Note: Worldwide; 2016; large FB pages (500k+ Fans) - 7k+ pages, 4.8+ mil posts

U.S. consumer social media brand engagement rate 2016

How often do you engage with brands you follow on social media?
data
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Never 1-3 times per day 4-6 times per day 7-9 times per day 10+ times per day
Note: United States; August 2016; 18 to 64 years; 1,765
Source: Mapp Digital ID 625212

Most popular brands on Snapchat Discover according to U.S. youth Snapchat users 2016
Which Discover stories do you usually view on Snapchat?
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
BuzzFeed 54%
Comedy Central 44%
iHeart Radio 32%
Food Network 31%
ESPN 27%
People 25%
Cosmopolitan 24%
CNN 24%
National Geographic 20%
IGN 16%
Daily Mail 14%
Sweet 12%
Vice 11%
Mashable 10%
Tastemade 9%
Note: United States; February 2016; 13 to 24 years; 1,117
Source: Variety ID 552590

Frequency of digital brand interaction among women U.S. 2016

Frequency of online brand interaction among female social media users
in the United States as of February 2016
data
50.0%
45%
45.0%
40.0%
35.0%
31%
30.0%
25.0%
20%
20.0%
15.0%
10.0%
5.0% 3%
1%
0.0%
Daily A few times a week A few times a month A few times a year None
Note: United States; February 2016; 18 years and older; 11,111; social media users
Source: Adweek; Influenster ID 543867

Preferred online brand interaction channel among U.S. women 2016

Preferred online brand interaction channel according to female social
media users in the United States as of February 2016
data
60.0%
51%
50.0%
40%
40.0%
30.0%
20.0%
9%
10.0%
0.0%
Brand's website Brand's social media accounts Brand's app

Top platforms to engage with brand content among U.S. women 2016
Favorite social platforms to engage with brand content according to
female social media users in the United States as of February 2016
data
90.0%
81%
79%
80.0%
70.0%
60.0% 58%
51%
50.0%
43%
40.0%
35%
30.0%
20.0% 16%
10.0%
5% 4%
1% 1%
0.0%
Instagram Facebook Pinterest YouTube Twitter Snapchat Google+ Vine Periscope Other None

Leading U.S. influencers and celebrities on social media 2017, by share of voice
Leading influencers and celebrities in the United States on social media
in 2017, based on share of voice
data
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0%
Kylie Jenner 16%
Justin Bieber 13%
Lele Pons 12%
Ariana Grande 11%
Kim Kardashian 10%
Dwayne "The Rock" Johnson 8%
Donald J. Trump 8%
Nicki Minaj 7%
Selena Gomez 7%
Rihanna 7%
Share of actions
Note: United States; 2017; total cross-platform actions on Facebook, Twitter and Instagram

U.S. Millennial willingness to try chatbot commerce 2016

Likelihood that Millennial internet users in the United Sates would
purchase products or services from brands using chatbots as of
December 2016
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Likely 67%
Neutral 19%
Not interested 14%
Percentage of respondents
Note: United States; December 2016; 18 to 34 years; 500 Respondents
Source: eMarketer; Retale ID 679487

Reasons causing social media brand unfollows in the U.S. 2017, by age group
Reasons for users in the United States to unfollow brand pages on social
media as of January 2017, by age group
Chart Title
Millennials Generation X Baby Boomers
35.0%
30.0% 29.2%
25.0%
22.4% 22%
21.5% 21.2% 21.5%
20.3%
20.0%
17.6% 17.8%
15.0% 13.6%
10.0% 9.2%
6.5%
5.9% 5.9%
4.6%
5.0%
0.0%
Annoying Bad experience Spammy Offensive Unresponsive
Note: United States; January 2017
Source: Sprout Social; eMarketer ID 712831

References
References 72
Most liked industries on social media worldwide 2016

Most popular industries on social media according to social media users
worldwide as of July 2016
Source and methodology information Notes:

n.a.
Source Survata; Sprout Social
Conducted by Survata
Survey period July 5, 2016 to July 11, 2016
Region Worldwide
Number of respondents 1,022
Age group n.a.
Special characteristics based on Facebook, Instagram, and Twitter users
Published by Sprout Social
Publication date August 2016
Original source sproutsocial.com
Website URL visit the website

References 73
Leading U.S. brands on social media 2017, by user engagement

user engagement (in million actions)

These rankings exclude sports teams, TV shows and public figures.
Source Shareablee
Conducted by Shareablee
Survey period 2017
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics reactions, comments, shares, retweets and likes on

owned content published by brands on Facebook,
Twitter and Instagram
Published by Shareablee
Publication date March 2018
Original source The State of Social Media in the U.S. in 2017, page 16

References 74
Most-followed media publishers on social media in the U.S. 2016

Leading media publishers in the United States as of July 2016, based on
social media followers (in millions)

Total fans/followers includes fans/followers for all properties under each
brand as of June 31, 2016.
Source Adweek; Shareablee
Survey period July 2016
Age group n.a.
Special characteristics Facebook, Twitter, Instagram, and YouTube fans &

followers
Published by Adweek
Publication date July 2016
Original source adweek.com

References 75
Top media publishers on social media in the U.S. 2016, by user engagement
Leading media publishers in the United States on social media as of June
2016, based on user engagement (in million actions)

Actions per post is a calculation of the average number of post-level actions
received, every time content is published.
Source Shareablee
Survey period June 2016
Age group n.a.
Special characteristics Facebook, Twitter, Instagram, and YouTube

interactions
Publication date July 2016
Original source shareablee.com

References 76
Most-followed magazine brands on social media 2017

Leading magazine brands on social media as of December 2017, by social
media followers (in millions)

* Facebook Page Likes, Twitter followers, Google+ followers, Instagram
followers, Pinterest followers: number of people who have opted in to receive
Source MPA; SocialFlow messages (posts, tweets, or pins) from that particular social entity (page or
handle). For Pinterest, includes all those following any or all boards on page.
All statistics gathered on last day of month.
Conducted by SocialFlow
Survey period December 31, 2017
Region Worldwide
Age group n.a.
Special characteristics n.a.
Published by MPA
Publication date January 2018
Original source The Magazine Media 360° Social Media Report Q4

2017, page 2

References 77
Most-followed magazine brands on Pinterest 2017

Leading magazine brands on Pinterest as of December 2017, by followers
(in millions)

n.a.
Source MPA; SocialFlow
Region Worldwide
Age group n.a.
Published by MPA

2017, page 2

References 78
YouTube: most popular brand channels 2017, by subscribers

Most popular YouTube brand channels as of October 2017, ranked by
total number of video views (in billions)

n.a.
Source Socialbakers; YouTube
Conducted by Socialbakers; YouTube
Survey period October 2017
Region Worldwide
Age group n.a.
Special characteristics all-time cumulative views
Published by Socialbakers
Publication date October 2017
Original source socialbakers.com

References 79
Most-liked global brands on Foursquare 2016

Most popular brands on Foursquare worldwide as of June 2016, based on
likes (in 1,000s)

n.a.
Source Foursquare; Fan Page List
Conducted by Foursquare
Survey period June 2016
Region Worldwide
Age group n.a.
Published by Foursquare; Fan Page List
Publication date June 2016
Original source fanpagelist.com

References 80
Leading U.S. brands on Facebook 2017, by user engagement

Leading brands in the United States on Facebook in 2017, based on user

*These rankings exclude sports teams, TV shows and public figures.
Source Shareablee
Survey period 2017
Age group n.a.
Special characteristics post-level reactions, comments and shares

References 81
Most popular Facebook fan pages 2018

Most popular Facebook fan pages as of April 2018, based on number of
fans (in millions)

n.a.
Source Facebook; Fan Page List
Conducted by Fan Page List; Facebook
Survey period April 2018
Region Worldwide
Age group n.a.
Published by Fan Page List
Publication date April 2018

References 82
Most popular product brands on Facebook 2018

Product brands with the most Facebook fans as of April 2018 (in millions)

n.a.
Source Fan Page List; Facebook
Conducted by Facebook
Region Worldwide
Age group n.a.

References 83
Most popular technology brands on Facebook 2018

Technology brands with the most Facebook fans as of April 2018 (in
millions)

n.a.
Source Facebook; Fan Page List
Conducted by Facebook
Region Worldwide
Age group n.a.

References 84
Facebook: number of followers of popular beauty brands 2018

Leading beauty brands with the most followers on Facebook as of March
2018 (in millions)

Incl. hygiene brands.
Source Socialbakers
Conducted by Socialbakers
Survey period March 2018
Region Worldwide
Age group n.a.

References 85
Most-followed magazine brands on Facebook 2017

Leading magazine brands on Facebook as of December 2017, by page
fans (in millions)

n.a.
Region Worldwide
Age group n.a.
Published by MPA

2017, page 3

References 86
Facebook: number of fans of popular apparel brands 2018

Leading apparel brands with the most Facebook fans as of February 2018
(in millions)

n.a.
Source Socialbakers
Survey period February 2018
Region Worldwide
Age group n.a.
Publication date February 2018

References 87
Average daily Facebook brand posts 2017, by profile size

Average number of daily brand posts on Facebook as of 4th quarter 2017,
by profile size

n.a.
Source Quintly
Conducted by Quintly
Survey period Q4 2017
Region Worldwide
Age group n.a.
Special characteristics own posts only
Published by Quintly
Publication date May 2018
Original source quintly.com

References 88

profile size

n.a.
Source Quintly
Region Worldwide
Age group n.a.

References 89
Most-followed magazine brands on Twitter 2017

Leading magazine brands on Twitter as of December 2017, by followers
(in millions)

n.a.
Region Worldwide
Age group n.a.
Published by MPA

2017, page 3

References 90
Most-followed beauty brands on Twitter 2018

Leading beauty and cosmetics brands on Twitter as of January 2018, by
followers (in 1,000s)

n.a.
Source Twitter Counter
Conducted by Twitter Counter
Survey period January 2018
Region Worldwide
Age group n.a.
Published by Twitter Counter
Original source twittercounter.com

References 91
Most-followed apparel brands on Twitter 2018

Leading fashion brands on Twitter as of January 2018, by followers (in
millions)

n.a.
Region Worldwide
Age group n.a.

References 92
Most-followed retailers and consumer merchandise brands on Twitter 2018

Leading retail and consumer merchandise brands on Twitter as of
January 2018, by followers (in millions)

n.a.
Region Worldwide
Age group n.a.

References 93
Leading video gaming brands on Twitter 2018, by followers

Number of followers of popular video gaming brands on Twitter as of
March 2018 (in millions)

n.a.
Survey period March 2018
Region Worldwide
Age group n.a.

References 94
Average earnings for Twitter influencer posts 2016, by number of followers

Average earnings for influencer posts on Twitter as of October 2016, by
number of account followers (in U.S. dollars)

The source did not provide information on the exact study date.
Source The Economist; Captiv8
Conducted by Captiv8
Survey period October 2016
Region Worldwide
Age group n.a.
Special characteristics average rate card price varies based on brand

exclusivity, term of post, number of posts per
campaign, production costs celebrity status, etc.
Published by The Economist
Original source economist.com

References 95
Leading U.S. brands on Twitter 2017, by user engagement

Leading brands in the United States on Twitter in 2017, based on user

Source Shareablee
Survey period 2017
Age group n.a.
Special characteristics post-level retweets and likes

References 96
Twitter: average brand profile interaction rate 2016

Average Twitter interaction rate of brand profiles as of September 2016,
by brand profile size

Interaction rate consists of of all retweets, favorites & replies, excluding
profiles that have more than 10 million followers
Source Quintly
Survey period September 2016
Region Worldwide
Number of respondents total survey n=220,000 social media brand profiles
Age group n.a.
Original source Benchmarking Study Q3 2016, page 9

References 97

profile size

n.a.
Source Quintly
Region Worldwide
Age group n.a.

References 98
Leading U.S. brands on Instagram 2017, by user engagement

Leading brands in the United States on Instagram in 2017, based on user

Source Shareablee
Survey period 2017
Age group n.a.
Special characteristics post-level likes and comments

References 99
Instagram: global brand adoption rate 2016, by category

Share of brands that have an Instagram profile as of March 2016, by
category

n.a.
Source L2
Conducted by L2
Survey period July 2015 to March 2016
Region Worldwide
Number of respondents 725 brands
Age group n.a.
Special characteristics brands on the L2 Digital IQ Index, broader industry

metrics may vary
Published by L2
Original source Instagram vs. Snapchat, page 12

References 100
Instagram: share of video and image brand posts 2017

Distribution of video and image brand posts on Instagram as of July 2017

Data is based on 29,385 brand pages as of July 2017. Values may not add
up to 100 percent due to rounding.
Source Quintly
Region Worldwide
Age group n.a.

References 101
Instagram: video and image post user interactions 2017, by profile size
Average number of video and image post user interactions on Instagram
as of July 2017, by profile size

Data is based on 29,385 brand pages as of July 2017.
Source Quintly
Region Worldwide
Age group n.a.

References 102
Most popular brands on Instagram 2017, by followers

Leading brands ranked by number of Instagram followers as of December
2017 (in millions)

n.a.
Source Iconosquare
Conducted by Iconosquare
Survey period December 2017
Region Worldwide
Age group n.a.
Special characteristics except celebrities
Published by Iconosquare
Publication date December 2017
Original source .iconosquare.com

References 103
Instagram: most-followed luxury brands 2017

Leading luxury brands ranked by number of Instagram followers as of

n.a.
Source Iconosquare
Region Worldwide
Age group n.a.
Original source index.iconosquare.com

References 104
Instagram: most-followed fashion brands 2017

Leading fashion brands ranked by number of Instagram followers as of

n.a.
Source Iconosquare
Region Worldwide
Age group n.a.
Original source iconosquare.com

References 105
Instagram: most-followed beauty brands 2017

Leading beauty brands ranked by number of Instagram followers as of

n.a.
Source Iconosquare
Region Worldwide
Age group n.a.

References 106
Instagram: most-followed FMCG brands 2017

Leading FMCG brands ranked by number of Instagram followers as of

n.a.
Source Iconosquare
Region Worldwide
Age group n.a.

References 107
Most-followed magazine brands on Instagram 2017

Leading magazine brands on Instagram as of December 2017, by
followers (in millions)

n.a.
Region Worldwide
Age group n.a.
Published by MPA

2017, page 2

References 108
Number of active advertisers on Instagram 2016-2017

Number of monthly active advertisers on Instagram from February 2016
to September 2017 (in millions)

n.a.
Source TechCrunch; Instagram
Conducted by Instagram
Survey period February 2016 to September 2017
Region Worldwide
Age group n.a.
Published by TechCrunch
Publication date September 2017
Original source techcrunch.com

References 109
Content marketing tactics used in B2B communications in North America 2017

Leading content marketing tactics used in B2B communications in North
America 2017

This question was phrased by the source as follows: "Which content
marketing tactics does your organization use?" Multiple answers were
Source MarketingProfs; Content Marketing Institute; possible.
Brightcove
Conducted by Content Marketing Institute
Survey period June to July, 2017
Region North America
Number of respondents 870
Age group n.a.
Special characteristics among B2B marketers
Published by Content Marketing Institute
Original source B2B Content Marketing 2018, page 25

References 110
Most effective social media for influence marketing in the U.S. 2016
Best social media platforms for influence marketing according to
influencers in the United States as of July 2016

n.a.
Source eMarketer; SheSpeaks
Conducted by SheSpeaks
Age group n.a.
Special characteristics among influencers with an active blog and who were
active on social media
Published by eMarketer
Original source emarketer.com

References 111
YouTube: annual beauty content views 2009-2017

Annual beauty-related content views on YouTube from 2009 to 2017 (in
billions)

*Forecast
Source Pixability
Conducted by Pixability
Survey period 2006 to 2016
Region Worldwide
Age group n.a.
Published by Pixability
Original source Standing Out - Highlights, page 8

References 112
Most-shared social video brands 2016

Leading social video brands in 2016, based on number of shares (in
millions)

The findings are based on videos shared across Facebook, YouTube and
blogs.
Source Unruly Media; MarketingCharts
Conducted by Unruly Media
Survey period 2016
Region Worldwide
Age group n.a.
Published by MarketingCharts
Original source marketingcharts.com

References 113
Leading brands ranked by number of Instagram posts 2017

Leading brands ranked by number of Instagram posts as of December
2017 (in 1,000s)

n.a.
Source Iconosquare
Region Worldwide
Age group n.a.
Special characteristics except celebrities.

References 114
Average monthly Instagram brand posts 2017

Average number of monthly brand posts on Instagram from January to
December 2017

n.a.
Source Quintly
Survey period January to December 2017
Region Worldwide
Age group n.a.

References 115
Instagram: monthly image posts by brands 2016-2017

Average number of monthly image posts by brands to Instagram from

n.a.
Source Quintly
Survey period January 2016 to December 2017
Region Worldwide
Age group n.a.

References 116
Instagram: monthly video posts by brands 2016-2017

Average number of monthly video posts by brands to Instagram from

n.a.
Source Quintly
Survey period January 2016 to December 2017
Region Worldwide
Age group n.a.

References 117
Global Instagram video ad impression share 2015-2016

Share of video ad impressions on Instagram worldwide as of 1st quarter
2016

n.a.
Source Adweek (Social Times); Brand Networks
Conducted by Brand Networks
Survey period 4th quarter 2015 to 1st quarter 2016
Region Worldwide
Number of respondents 2 billion Instagram ad impressions
Age group n.a.
Special characteristics ads served by Brand Networks, broader industry

metrics may vary
Published by Adweek (Social Times)

References 118
Social media profiles marketing adoption among SMEs in the U.S. 2016
Marketing implementation of social media profiles among small to
November 2016
Figures are rounded and therefore may not sum to 100 percent. Small to
medium businesses are defined as those having less than 500 employees.
Source Statista Survey
Conducted by Statista Survey
Survey period November 16 to 21, 2016
Age group n.a.
Special characteristics Owners of small and medium sized enterprises with at

least 1 employee
Published by Statista Survey
Publication date November 2016
Original source Statista Survey: SME Marketing 2016

References 119
Social media advertising adoption among SMEs in the U.S. 2016

Marketing implementation of social media advertising among small to
November 2016
Figures are rounded and therefore may not sum to 100 percent. Small to
medium businesses are defined as those having less than 500 employees.
Source Statista Survey
Conducted by Statista Survey
Survey period November 16 to 21, 2016
Age group n.a.
Special characteristics Owners of small and medium sized enterprises with at

least 1 employee
Published by Statista Survey
Publication date November 2016
Original source Statista Survey: SME Marketing 2016

References 120
Leading U.S. brands on social media 2017, by video engagement

user engagement on owned video content (in million actions)

These rankings exclude sports teams, TV shows and public figures.
Source Shareablee
Survey period 2017
Age group n.a.
Special characteristics reactions, comments, shares, retweets and likes on

owned video content published by brands on
Facebook, Twitter and Instagram

References 121
Worldwide interaction with brands on Facebook 2016, by industry

Distribution of global user interactions on Facebook in 2016, by industry

Values may not add up to 100 percent due to rounding.
Source Socialbakers
Survey period 2016
Region Worldwide
Age group n.a.
Special characteristics large FB pages (500k+ Fans) - 7k+ pages, 4.8+ mil
posts
Original source #EngageBali 2016, page 8

References 122
U.S. consumer social media brand engagement rate 2016

How often do you engage with brands you follow on social media?

Engaging includes liking a post, reading an article, or a sharing a piece of
content
Source Mapp Digital
Conducted by Mapp Digital
Survey period August 2016
Age group 18 to 64 years
Published by Mapp Digital
Original source 2016 Consumer Views of Email Marketing, page 28

References 123
Most popular brands on Snapchat Discover according to U.S. youth Snapchat users 2016
Which Discover stories do you usually view on Snapchat?

n.a.
Source Variety
Conducted by Variety
Published by Variety
Original source variety.com

References 124
Frequency of digital brand interaction among women U.S. 2016

Frequency of online brand interaction among female social media users
in the United States as of February 2016

n.a.
Source Adweek; Influenster
Conducted by Adweek; Influenster
Age group 18 years and older
Special characteristics social media users
Published by Adweek

References 125
Preferred online brand interaction channel among U.S. women 2016

Preferred online brand interaction channel according to female social
media users in the United States as of February 2016

n.a.
Published by Adweek

References 126
Top platforms to engage with brand content among U.S. women 2016
Favorite social platforms to engage with brand content according to
female social media users in the United States as of February 2016

Source does not provide number of respondents.
Published by Adweek

References 127
Leading U.S. influencers and celebrities on social media 2017, by share of voice
Leading influencers and celebrities in the United States on social media
in 2017, based on share of voice

n.a.
Source Shareablee
Survey period 2017
Age group n.a.
Special characteristics total cross-platform actions on Facebook, Twitter and

Instagram

References 128
U.S. Millennial willingness to try chatbot commerce 2016

Likelihood that Millennial internet users in the United Sates would
purchase products or services from brands using chatbots as of
December 2016
n.a.
Source eMarketer; Retale
Conducted by Retale

References 129
Reasons causing social media brand unfollows in the U.S. 2017, by age group
Reasons for users in the United States to unfollow brand pages on social
media as of January 2017, by age group

The source does not provide information regarding the number of
respondents.
Source Sprout Social; eMarketer
Conducted by Sprout Social
Age group n.a.

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Brands on social media

Brands on social media

Fans and followers

Most liked industries on social media worldwide 2016

Consumer Goods 16.3%

Further information regarding this statistic can be found on page 72.

Source: Survata; Sprout Social ID 604875

Leading U.S. brands on social media 2017, by user engagement

0 200 400 600 800 1000 1200 1400 1600 1800

National Geographic 1,602.11

Bleacher Report 1,125.83

The Dodo 605.46

Fox News 581.98

Number of total actions in millions

Further information regarding this statistic can be found on page 73.

Source: Shareablee ID 721864

Most-followed media publishers on social media in the U.S. 2016

National Geographic 112.3

National Geographic Travel 16.8

The Huffington Post 15.7

Bleacher Report 10.9

The Dodo 4.1

Million page likes/followers combined

Further information regarding this statistic can be found on page 74.

Source: Adweek; Shareablee ID 536519

National Geographic 98.3

Bleacher Report 45.2

National Geographic Travel 16.9

The Huffington Post 13.9

Number of actions per post

Further information regarding this statistic can be found on page 75.

Source: Shareablee ID 536482

Most-followed magazine brands on social media 2017

National Geographic Magazine 106.76

ESPN The Magazine 61.67

The Economist 32.51

National Geographic Traveler 33.1

Million page likes/followers combined

Note: Worldwide; December 31, 2017

Further information regarding this statistic can be found on page 76.

Source: MPA; SocialFlow ID 371900

Most-followed magazine brands on Pinterest 2017

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Harper's Bazaar 4.55

Better Homes & Gardens 1.64

HGTV Magazine 1.2

Martha Stewart Living 0.92

Real Simple 0.76

This Old House 0.67

Country Living 0.63

Pinterest followers in millions

Note: Worldwide; December 31, 2017

Further information regarding this statistic can be found on page 77.

Source: MPA; SocialFlow ID 516345

YouTube: most popular brand channels 2017, by subscribers

Kids TV HD EggVideos.com 3.29

Angry Birds 3.17

Red Bull 1.94

Total uploaded video views in billions

Note: Worldwide; October 2017; all-time cumulative views

Further information regarding this statistic can be found on page 78.

Source: Socialbakers; YouTube ID 277765

Most-liked global brands on Foursquare 2016