2021 Social Media Stats: Facebook
This is the second in the series of our annual summary of social media stats for kombucha brands. Yesterday we highlighted the changes over the past year on Instagram.
Facebook is the second most popular platform for kombucha brands. 70% of brands have a company page.
At the end of 2018, we published an initial, informal survey of kombucha brands’ presence on social media. At the time, we reviewed the stats for Facebook ‘Likes’ of a small group of 140 brands.
The 2019 survey selected the top 20 from 1,400 brands listed at the time in the Booch News Worldwide Directory. In 2020, the survey covered over 1,700 brands. In 2021, the number of kombucha brands worldwide had grown to over 2,000.
This table shows the percentage change in the number of ‘Likes’ for 2020 Leaders over the past year.
The trend we first reported in 2019 is even more apparent. Facebook has been a static or declining platform for most brands. Only one had double-digit growth in the number of customers who ‘Liked’ their page. A third saw a decline in customers ‘Liking’ their Facebook page.
Indeed, this is consistent with changes to the Facebook algorithm over the past few years, reducing the relevance of counting the number of ‘Likes’ a page attracts as paid ads have replaced organic reach as a way of being seen by customers:
As of the end of 2020, organic reach is still on the decline. The average reach for an organic Facebook post is down to 5.2%. (For the record, at the end of 2019 it was 5.5%, and the year before that it was 7.7%).
Meanwhile, the average engagement rate in 2020 for an organic Facebook post was 0.25%. That number drops to 0.08% for those of you with more than 100k followers.Hootsuite, Feb 2021
Given these challenges, it’s not surprising that 47% of brands have not updated their Facebook page in the past month.
2021 Leader Board
This table shows the 20 leading kombucha companies. As with the Instagram table, we’ve removed companies that make products in addition to ‘booch that attract followers.
As shown, there are only three brands with more than 100,000 Likes, 42 brands with 10,000-99,999, and 420 with 1,000-9,999 followers. For what it’s worth, the 1,484 brands in the Directory that have a Facebook page collected a total of 2,816,915 ‘Likes’.
Social Media Superstars
Six brands are in the ‘Top 20’ on both Facebook and Instagram. These are the ‘social media superstars’ of the kombucha industry:
- Humm Kombucha
- Remedy Drinks
- Flying Embers
Next up – the stats on Twitter.
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