Sotrender is proud to present the first edition of Fanpage Trends UK – the first report analysing various aspects of brands communication on Facebook in the UK. Our report contains data on the number of fans, engagement, customer service and best content for 11 different industries present on Facebook in the UK. These are: All UK Brands, Alcohol, Banks, IT/Electronics, Beverages, Beer, Politics, Retail, Cars, Sweets, & Telecommunication. There were a few interesting things happening this August, such as the increasing popularity of the Britain First political party and the success of the small beverage brand innocent. Read on to find out more!
Fanpage Trends UK – The Best Brands On Facebook
In August, generally speaking, brands did not see many large changes in terms of fans. Most brands saw a small increase between 0 and 1 percent in their amount of fans. The largest Facebook fanpages out of all brands were Amazon.co.uk (almost 4, 7m fans), Cadbury Creme Egg (2, 5m fans), and Coca−Cola (almost 2, 5m fans).
The Top 5 pages for Fanpage Trends UK August 2015
Of the top 5 most engaging posts, 3 interestingly belong to different political parties. These posts saw each party promoting their political agendas in one way or another, with Britain First providing the most controversial and most engaging post. But the number 1 most engaging post came from Asda, the supermarket retailer. The post warned their fans about a fake Asda coupon that was being promoted, which was likely an attempt to take advantage of their fans. Asda’s good deed was much appreciated by their fans.
Fanpage Trends UK – The Best Post in August published by ASDA
Britain First is distinctly popular
The most noteworthy and some-what controversial trend comes from Britain First. The far-right nationalist party was the largest political Facebook page (841k fans), had the most engagement out of all categories (285k engaged users), and saw the largest increase in the respective category (2%). They also had the most engaged post in the politics category, featuring a video with the title “Muslims destroy graves of soldiers.”
The party is known for it’s extremely pro-Britain values and anti-Muslim stance on immigration. It’s not too surprising considering the increasing concern over Islamic values in Britain. But their growing popularity might startle the majority of Muslims in Britain who do not belong to extremist groups or beliefs.
Britain First posting about the deaths of Australian terrorists.
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However, it might be the case that people with extreme-political views are simply more active on Facebook. Sotrender’s recent analysis of porn on social media found that 59% of people interested in porn also expressed interest in far-right political beliefs. Just because they are more vocal on Facebook does not mean they’ve become more popular.
innocent makes things fun and effective
An interesting trend was also found in the popularity of innocent’s fanpage. For a lesser-known beverage brand, innocent is doing well on Facebook. This month they had the largest relative increase in number of fans (2%) and was the most engaging page in their category. They are an excellent example of how to do social media properly.
Fanpage Trends UK – The Best Post by innocent
They consistently reply to user comments, update their page relatively regularly, rarely post to promote their products, and their posts are genuinely funny. Our favourite is a running series of photos they’ve posted about their 4th floor stapler. They aren’t allowed to remove it from the 4th floor, yet they’ve taken several photos of the stapler at Salzburg, Cambridge, and Boston.
As it’s the first edition of Fanpage Trend UK report, we will appreciate all suggestions and will be very grateful for your feedback in the comments below. And be sure to stay tuned for our soon to come Twitter Trends and Youtube Trends.
Read the full Fanpage Trends UK report
Klaudia Żyłka
Jeremy Chatelaine
Gaurav Sharma
