The coffee and tea sector is important to all ranges of people. Competition is heating up on social media between brands to have the most impactful marketing strategy on audience.
In a previous article, we analyzed the different key indicators that social media marketers need to keep track of. All in all, it depends on the axes of improvement that marketers have set based on their previous reports.
Mostly the first and foremost KPI that needs to be taken into consideration is the engagement rate, and on a lesser degree (depending on the situation), that of interactions.
That’s why we will be grounding our analysis on these two KPIs using Kpeiz.
The Top 5 brands that are on the top as far as interaction is concerned are the following:
Five Roses Tea is on the top with more than twice its competitors’ number of interactions. We can trace that either to the total number of fans or to the number of posts.
This will leave us with two possibilities: either Five Roses Tea’s content was really engaging, or the brand has a highly engaged community. So we could check if the number of posts is higher than that of its competitors, then compare and contrast with that of its competitors.
If I check the number of posts shared during October on the one hand, I find that Five Roses Tea shared 12 posts, while its next competitor Freshpack Roolbos Tea shared 10.
On the other hand, when I check the number of total fans of each, I find that the Freshpak Roolbos Tea page outnumbers Five Roses Tea.
So, I deduce that Five Roses Tea has a more engaged community than that of Freshpak Roolbos Tea.
I can dive a bit deeper to define a deeper level of each community’s engagement. I can check the number of shares in each page during October. I find the number of share of Five Roses Tea posts is 425, while that of Freshpak is 126.
The action of sharing translates the audience’s endorsement of the brand. Users who share the brand’s content become indirectly ambassadors of the brand since they convey the brand’s content.
We can also detect the best performing posts in the sector during October aka the most engaging ones:
Be one of the first to own a Limited Edition #FreshpakXEstherMahlangu tin before they hit the shelves next month!…
The best post was a promise of a reward: it answers the audience’s WIIIFM. This type of rubrics is always a win-win for both audience and the brand.