2024 Social Media Stats: Facebook

This is the seventh in the series of our annual summary of social media stats for kombucha brands. It follows yesterday’s report on Instagram stats.

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 had 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. By the time of the 2021 survey, the number of kombucha brands worldwide has grown to over 2,000. By December 2022, we were tracking 2,629 brands. At the end of 2023, we tracked 2,688.

Now, for the first time, we have recorded a decline in absolute numbers of eight, a result of adding 67 and deleting 75 — those with no online presence whatsoever — over the year. We now track 2,680 brands.

63% worldwide have a Facebook page. However, 699 have not updated their page in the past year. So, in actuality, only 36% of all kombucha brands (969 companies) worldwide were active on Facebook in 2023.

2024 Leader Board

This table shows the 21 leading kombucha companies. As in previous years, we’ve removed companies that make products in addition to ‘booch that attract followers. NOTE: Facebook has stopped displaying exact numbers and has shown them as rounded to the nearest thousand.

There are only three brands with more than 100,000 Likes. The majority have under 5,000. For what it’s worth, the 1,687 brands in the Directory with a Facebook page collected a total of 5,070,972 Likes — adding another one-and-a-half-million kombucha fans over the year. Some perspective: Coke has 109 million Facebook followers. Pepsi (which owns Kevita) boasts over 36 million fans on its main page. There is so much upside potential as people switch from sugar-laden sodas!

The trend we first reported in 2019 is still apparent. Facebook has been a static or declining platform for most brands. Only five brands managed to increase their numbers, while most were flat or saw a decline.

It’s been noted that the decline in Facebook’s reach poses challenges for businesses and content creators seeking to engage their target audience. This is due to algorithm changes, content saturation, and demographic shifts. Brands that continue to invest in the platform should consider paid ‘boosting’ and active engagement with user comments.

Facebook and Instagram

Comparing the number of Followers / Likes for the consolidated list of Leaders in each category shows the weighting of consumers who support that brand on each social media platform. This no doubt reflects where these brands invest their marketing resources.

Here are those who have more Followers on Instagram:

Here are those with more Facebook Likes:

Disclaimer

The content of this article is accurate to the best of our knowledge and is presented for general informational purposes only. Data is current as of Dec 20, 2024, and was sourced from the Booch News Instagram Analysis and Worldwide Directory. The opinions are those of the editor. Please send corrections or questions to ian@boochnews.com. Comments are welcome.