Jake Camacho posted on 21 November 2017
In this article, we’ll take a look at the top ten Facebook pages in our Locowise Brand Leaderboard for Australia and New Zealand. The pages have been ranked by ‘Brand Score’, our very own barometer of social media success, which takes into account a number of factors including engagement, audience size, sentiment, and more.
Note: The Leaderboard looks at each page’s performance over the past 28 days.
We’ll also take a closer look at the top three pages from each of the countries, and their most engaging posts for the period.
So without further ado, here are the results…
Click the country below to discover its Top 10
Fashion-related pages dominated the top of the Australian Leaderboard, occupying six of the top eight spots. The number one spot belonged to FBI Fashion College, with women’s clothing brands Tragic Beautiful and Showpo coming in at second and third.
Three other women’s clothing brands made the cut (Boohoo, St Frock, Dolly Girl Fashion), showing just how interlinked women’s fashion and social media are in the Australian market.
#1 – FBI Fashion College
#2 – Tragic Beautiful
#3 – Showpo
FBA Fashion College appears to utilize paid quite regularly as part of their social strategy – our Promoted Post Detection model identified a number of likely promoted posts. These included their most engaging post for the period which was a photo post depicting the winner of a contest. The post received nearly 25,000 engagements overall. Very high, especially considering the page has just over 100,000 followers.
A “gothic, alternative, rockabilly” clothing brand, Tragic Beautiful keep their Facebook feed from being too salesy by alternating between posts about their products and memes which relate to the brand identity. This has proven to be an effective tactic. Their top performing post is one of these memes, and it garnered 4,300 engagements, of which an impressive 1,700 were shares.
Showpo also makes frequent use of memes as part of their Facebook content strategy, with videos doing particularly well. In fact, nine out of ten of their most engaging posts over the past month were video memes. Out of these, the video above performed the best, recording more than 26,000 engagements.
New Zealand’s top 10 contained a more diverse group of pages, with a variety of industries represented. Media pages performed particularly well, as Newshub (a news site) and The Edge (radio station) took spots #2 and #3, while the number one spot belonged to Walt Disney Studios (movies). Familiar brands such as KFC, G-Shock, and Nintendo also found their way into the top of the rankings.
#1 – Walt Disney Studios
#2 – Newshub
#3 – The Edge
Walt Disney Studios’ most engaging post was a teaser image for the forthcoming remake of The Lion King, which includes pictures of the star-studded cast. The post copy is very minimal, making use of the hashtag #TheLionKing as well as emoji. This minimalist approach creates an air of mystery and excitement around the project while allowing the image itself to do most of the talking.
For Newshub, the post with the most engagements was a link to a news story about the upcoming New Zealand summer weather. The attention-grabbing headline was helped along by catchy and informal post copy – complete with the one and only flame emoji – resulting in 6,700 engagements, including an impressive 800+ shares.
The Edge’s most engaging piece of content was a contest for concert tickets, which received nearly three times as many engagements as the second most engaging post. Of course, contests will always be engagement magnets, but the mechanics of their contest made it even easier than usual for people to participate – simply comment to enter. The results were stunning, with more than 14,000 comments on the post.
The Leaderboards for Australia and New Zealand reveal that the two countries, while close in proximity, approach and interact with social media quite differently.
While fashion pages largely dominated Australia’s rankings, the New Zealand top ten was more evenly distributed between industries. There were, however, some similarities in the techniques and concepts used in the most engaging posts, with memes and contests driving some of the biggest engagement numbers.
See where your own brand ranks by trying out the Leaderboard for yourself. For those who would like to dive deeper into their engagement numbers, including in-depth metrics for each piece of content, sign up for a free trial of Locowise today.