Social Performance Measurement For Agencies
The Top Performing Beverage Brands On Twitter
Sahail Ashraf posted on 25 January 2018
Today we will have a look at the top performing Twitter pages on Locowise Brand Leaderboard with a particular focus on the beverage industry.
Personally, when I think of popular beverages known not only in the USA but worldwide, brands like Coca-Cola, Pepsi, Red Bull come to mind, right?
And I am not entirely wrong to have that assumption as you can see here in our Leaderboard. The above mentioned brands rank in the top 5 positions based on the size of their audience. But how about if we do not focus on the obvious but rank them using another type of measurement?
Of course engagement is the next obvious option but how about ranking them using an indicator that not only measures the brand based on engagement – which is important – but also takes into account all the leading indicators of a high performing social media effort such as audience growth, content engagement and user sentiment?
Well, this is exactly what we are doing here by ranking the top 5 Twitter profiles in the beverage industry using our proprietary Locowise Brand Score.
In the first place we have Black Rifle Coffee Company, a premium small-batch, roast to order, veteran owned and operated coffee company. Brands that do well on social have worked hard to develop a strong customer experience and this brand clearly knows how to do so.
Looking at their tweets you will immediately notice the consistent use of imagery in almost every tweet they post. Interestingly enough, not all the posts are related to coffee! Some are fun and very personal which makes it a very relatable and friendly brand.
We’ve had a look at their most recent posts from the last 30 days and this one has shown the highest levels of engagement generating 3,835 interactions and a 6.34% engagement rate.
Next and with a brand score of 90.0, we find LaCroix, an American soda water distributed by the Sundance Beverage Company. LaCroix was first produced in 1981 and is the number one selling sparkling water brand domestically in the United States according to the National Beverage. Though no sales records have been publicly released to back this claim, market research analysis provide evidence that support this suggesting with a 30% market share, double that of its main competitor.
The post here, has generated 559 engagements, their highest from the last 30 days. This goes to show that a fun contest works on Twitter, and certainly did for this brand.
Cheerwine is a cherry-flavored soft drink produced by Carolina Beverage Corporation of Salisbury, North Carolina. It has been produced since 1917, claiming to be “the oldest continuing soft drink company still run by the same family”.
Here you can see their most engaging post from the last 30 days. This brand has managed to achieve a brand score of 91.0 in our leaderboard.
Finally, we find AriZona® Beverages, born in the heart of Brooklyn, this is a producer of many flavors of iced teas, juice cocktails and energy drinks. Going over their Twitter account, you can noticeably see that imagery is not always being used but they have posted an average of 17 times per day and have shown a steady increase in their followers base in the last 30 days.
Want to know how I figured this out? Easy! I just ran a report on this brand using Locowise and a bunch of clever data came up!
