2021 Social Media Stats: Twitter

Twitter remains a distant third in popularity among brands in the kombucha industry, behind Instagram and Facebook. Almost all brands promote themselves on Instagram and nearly three-quarters on Facebook. But only 14% of the brands in our Worldwide Directory have a presence on Twitter (down from 17% last year).

As we did for Instagram and Facebook, we posted a league table of the top brands on Twitter at the end of 2020. This list originated back in 2018.

The table shows the percent change in the number of followers over the past year for the 18 from 2018 who are still on Twitter, even though a few are inactive accounts:

Source: Booch News Worldwide Directory, Dec 31, 2021

Only three other brands saw an increase in the number of followers. The majority experienced a decline. The stand-out exception is The Gut Stuff, who are actually more of a general probiotic company rather than ‘pure-play’ kombucha and should perhaps have been left out of the original rankings.

Reviewing the number of Tweets in 2021:

Source: Booch News Worldwide Directory, Dec 31, 2021

Tonica is the most prolific, tweeting more than a dozen times a week. While they only serve a quarter as many followers on Twitter as on Instagram, they engage in a different dialog style. Many of their tweets are repurposed from their 1,865 Instagram updates.

The next seven brands post a more manageable two to seven tweets a week.

The six brands at the bottom of the list are ‘ghost’ accounts. None of these except Humm posted in 2021, who only sent out three updates all year. Yet they did add 259 Followers. More than many others who tweeted multiple times.

Full disclosure: @boochnews tweeted 125 times in 2021.

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.

Source: Booch News Worldwide Directory, Dec 31, 2021

It’s immediately apparent how few followers even the leading brands have on Twitter compared to Instagram and even Facebook. Indeed, GTs has only 7% of the Twitter followers they attract on Instagram and 12% of those who ‘Like’ them on Facebook.

The potential of Twitter

Previously I have written at length about the potential of Twitter as a platform for customer engagement and its unparalleled flexibility. I’ll repeat what I said two years ago:

Unlike Instagram, you won’t be judged on the quality of the pictures alone. Twitter also allows you to embed links in messages. You can drive followers to other sources of information. It has rich multimedia capabilities, including the ability to add images, videos, or GIFs to your tweets. People engage in conversations on Twitter. You can even run polls (on favorite flavors, food pairings and more). Heck, you don’t even have to create content from scratch, since re-tweets are a great way of boosting your visibility and building relationships with customers.

Booch News, Jan 5, 2020

However, it’s clear that, for most brands, Twitter is not the best use of the limited time they can spend marketing on social media.

For those who want to keep up-to-date about this industry, the Booch News Twitter feed is one way to follow the news.


The content of this article is accurate to the best of our knowledge and is presented for general informational purposes only. The opinions are those of the editor. Please send corrections or questions to ian@boochnews.com. Comments are welcome.

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