2022 Social Media Stats: Facebook

This is the fourth in the series of our annual summary of social media stats for kombucha brands. Yesterday we highlighted the changes over the past year on Twitter.

Facebook is the second most popular platform for kombucha brands after Instagram.

At the end of 2018, we published our 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. 65% of these brands have a company page.

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. By the end of 2022, the Directory listed over 2,600 brands.

This table shows the percentage change in the number of ‘Likes’ for 2021 Leaders over the past year.

The trend we first reported in 2019 is still apparent. Facebook has been a static or declining platform for most brands. Only two had double-digit growth in the number of customers who ‘Liked’ their page. A quarter saw a decline in customers ‘Liking’ their Facebook page. The

Star Kombucha, based in Ho Chi Minh City, Vietnam, was the … ahem … “star” of Facebook — posting multiple times a day to double their popularity over the past year. This is not, however, something that was as successful for them on Instagram, where they clocked less than 10% of the number of followers that they have on Facebook.

2022 Leader Board

This table shows the 20 leading kombucha companies. As in previous years, 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, 54 brands with 10,000-99,999, and 436 with 1,000-9,999 followers. For what it’s worth, the 1,710 brands in the Directory with a Facebook page collected a total of 3,398,042 ‘Likes’ — adding over a half-million kombucha fans over the 2021 number. Some perspective: Coke has 108 million Facebook followers. Pepsi (which owns Kevita) boasts over 36 million fans on its main page. So lots of upside potential as people switch from sugar-laden sodas!

Disclaimer

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.