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O Cenrio das Redes Sociais e

Mtricas que Realmente Importam


Agosto de 2014

Alex Banks, VP Latin America & Director Brazil


Tania Yuki, CEO e Fundadora do Shareablee
www.facebook.com/comscoreinc

@comScoreLATAM

#estadodesocialmedia

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

prensa@comscore.com

Cenrio das Redes Sociais

comScore, Inc. Proprietary.

Engajamento em Redes Sociais por Regio


Mdia de Horas por Visitante

8.13

7.41
6.38
4.96

2.49

Amrica Latina

Europa

#estadodesocialmedia

Amrica do Norte

Africa

Asia-Pacifico

Fonte: comScore Media Metrix, Julho2014, Global, Casa e Trabalho, PC-Laptop, Idade15+
comScore, Inc. Proprietary.

Em todas as Regies do Mundo, as Mulheres so mais engajadas


Mdia de Horas por Visitante
7.75

Amrica Latina

6.70

Europa

5.42

Amrica do Norte

4.57

Global

8.51

8.12
7.27

5.61

2.36
2.65

Asia Pacfico

Homens

Mulheres

Fonte: comScore Media Metrix, Julho 2014, Casa e Trablho, PC-Laptop, Idade15+

#estadodesocialmedia

comScore, Inc. Proprietary.

No Brasil, a Mdia de Minutos por Visita em Sites de Redes


Sociais maior do que em cada Regio do Mundo.
Mdia de Minutos por Visita em Sites de Redes Sociais
Brasil
18.5

Worldwide
12.5

Amrica Latina
#estadodesocialmedia

frica

Europa

Global

Amrica do Norte

sia Pacfico

Fonte: comScore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 15+

comScore, Inc. Proprietary.

O Brasil o Pas Latino com Maior Nmero de Visitantes


Dirios em Redes Sociais
Mdia de Visitantes Dirios(000)
60,584

30,118

7,050

6,825
2,737

Latin
America

Brazil

Argentina

#estadodesocialmedia

Mexico

Venezuela

1,996

1,974

Peru

Fonte: comScore Media Metrix, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+

Chile

647
Uruguay

comScore, Inc. Proprietary.

O Brasil responsvel por 10% do tempo total consumido


globalmente em Redes Sociais, ocupando o segundo lugar
Total de Minutos (MM)
United States

69,586

Brazil

48,171

Russian Federation

45,040

China

29,895

Turkey

Germany
United Kingdom

18,876
15,501
13,478

Italy

11,867

India

11,708

France

10,555

#estadodesocialmedia

Fonte: comScore Media Metrix, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+

comScore, Inc. Proprietary.

Social Media a categoria com maior tempo de navegao


entre os internautas brasileiros
Total de Minutos(MM)
50,577

30,946

27,090
23,386
15,678

Social Media

Corporate Presence

#estadodesocialmedia

Portais

Servios

Fonte: comScore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+

Entretenimento

comScore, Inc. Proprietary.

Perfil da Audincia de Social Media no Brasil


% del Total de Visitantes nicos
26.9

% Composio de
Minutos

26.2

Homens
47%

Mulheres
53%

18.8

12.3

9.0
6.8

Pessoas: 6-14

Pessoas: 15-24

Pessoas: 25-34

Pessoas: 35-44

Pessoas: 45-54

Pessoas: 55+

Fonte: comScore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+

#estadodesocialmedia

comScore, Inc. Proprietary.

Pessoas de 45 a 55 anos tm grande afinidade com Redes


Sociais, porm so menos engajadas do que os mais jovens
ndice de Afinidade
Pessoas: 6-14

ndice de Engajamento

57

Pessoas: 15-24

107
109

121

Pessoas: 25-34

107

Pessoas: 35-44

108

Pessoas: 45-54

109

94

Pessoas: 55+

108

95

#estadodesocialmedia

90
88

Fonte: comScore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+

comScore, Inc. Proprietary.

10

Mais da metade da audincia da categoria de Redes Sociais est concentrada na


Regio Sudeste, com So Paulo sendo responsvel por 29%
% Por Estado

% Por Regio

CentroOeste
8%

Norte
5%

Nordeste
19%
Sudeste
51%

So Paulo
29%

Other
25%

Distrito
Federal
4%

Rio de
Janeiro
12%

Bahia
5%
Sul
17%

Santa
Catarina
4%
Rio Grande
do Sul
7%

#estadodesocialmedia

Paran
6%

Minas
Gerais
8%

Fonte: comScore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+

comScore, Inc. Proprietary.

11

Distribuio de Tempo em Redes Sociais no Brasil

TWITTER.COM
0.8%

BADOO.COM
0.8%

Facebook
96.7%

Other
3.3%
TUMBLR.COM
0.6%

VOSTU.COM
0.3%
Linkedin
0.3%
ASK.FM
0.2%
Orkut
0.2%

#estadodesocialmedia

Fonte: comScore Media Metrix, Julho 2014, Casa e Trablho, Brasil, PC/Laptop, Idade 6+

comScore, Inc. Proprietary.

12

The State of Social Media


Presentation of Shareablee in Brasil

comScore, Inc. Proprietary.

13

Shareablee: Our Three Key Benefits

Competitive
Benchmarking

Audience
Engagement
Insights

comScore, Inc.

Proprietary.

Actionable
Predictive
Analytics
#estadodesocialmedia

comScore, Inc. Proprietary.

14

Our Mission

Shareablee uses big data to help marketers


see exactly where to focus time and money to
maximize the reach and effectiveness of their
social content marketing

comScore, Inc.

Proprietary.

#estadodesocialmedia

comScore, Inc. Proprietary.

15

All of these are hurled at you when you mention social


media success

Fans, followers, media, engagement, posts, pins,


tweets, repins, favorites, replies, retweets, buzz,
mentions, actions, consumptions, clicks,
impressions, community, shares, comments, likes,
growth in likes, recommends, follows, links,
statuses, quotes, replies, more
comScore, Inc.

Proprietary.

#estadodesocialmedia

comScore, Inc. Proprietary.

16

The top three posts of 2013 in Brasil, however, all saw a higher ratio of Shares than Likes,
and also garnered more than 2 million actions combined (71% of these actions were
shares)

https://www.facebook.com/163750870349445/posts/471641332893
729
https://www.facebook.com/209164075784819/posts/538987996135
757
https://www.facebook.com/204019129639331/posts/543185429056
031
comScore, Inc.

Proprietary.

#estadodesocialmedia

comScore, Inc. Proprietary.

17

Measuring What Matters in Social Media

Engaged Audience
(not just Fans,
Followers, Actions)

#estadodesocialmedia

The Impact of
Content Strategy

ROI:
Audience share,
Brand affinity/lift,
Website traffic,
Purchase

comScore, Inc. Proprietary.

18

Measuring Your Engaged


Audience
(not just Fans/Followers)

comScore, Inc. Proprietary.

19

Brands have focused on amassing huge amounts of fans, but how do you
measure their value?
Number of Fans

3,500,000

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

January
Brasil - Entertainment

February
Brasil - Fashion/Clothing

March
Brasil - Food/Beverage

April

May

Brasil - Media/News/Publishing

June
Brasil - QSR

#estadodesocialmedia

Brasil - TV

comScore, Inc. Proprietary.

20

By measuring by the size of a companys active audience, you can get an idea
of what the ROI for social media is.
Unique Engaged Audience

800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0

January
Brasil - Entertainment

February
Brasil - Fashion/Clothing

March
Brasil - Food/Beverage

April

May

Brasil - Media/News/Publishing

June
Brasil - QSR

#estadodesocialmedia

Brasil - TV

comScore, Inc. Proprietary.

21

Social Audiences Are Growing Fast, with total social moments across Facebook increasing by 71%
since 2013 across top properties in Brasil while post frequency went down.
Average Number of Posts Across Brasils Top Pages

-5%

Source: Shareablee January 2013 to June 2014.


Brasil Pages

95
100

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Average Social Moments Across Brasils Top Facebook Pages

Jun-14

+71%

Source: Shareablee January 2013 to June 2014.


Brasil Pages

140K
240K

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

22

Fan Growth in Latin America: There is a huge increase in the number of fans
that are actively seeking to engage with pages in Latin America.
Fan Growth across Facebook in Latin America

1,800,000

Source: Shareablee January 2013 to June 2014.


1,600,000

1,400,000

1,200,000

1,000,000

800,000

600,000

400,000

200,000

0
Jan-13

Feb-13

Argentina Pages

+173%

Mar-13

Apr-13

May-13

Brasil Pages

+179%

Jun-13

Jul-13

Chile Pages

+314%

Aug-13

Sep-13

Oct-13

Nov-13

Colombia Pages

+255%

Dec-13

Jan-14

Mexico Pages

+196%

Feb-14

Mar-14

Apr-14

Peru Pages

May-14

Jun-14

LatAm

+205%

+194%

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

23

Action Growth: Engagement with Facebook pages in Latin America largely


follows the same trend in growth that attracting fans does across the region.
Actions Growth across Facebook in Latin America
Source: Shareablee January 2013 to June 2014.
300,000

250,000

200,000

150,000

100,000

50,000

0
Jan-13

Feb-13

Mar-13

Apr-13

Argentina Pages

May-13

Jun-13

Brasil Pages

Jul-13

Aug-13
Chile Pages

Sep-13

Oct-13

Nov-13

Colombia Pages

Dec-13

Jan-14

Feb-14

Mexico Pages

Mar-14

Apr-14

May-14

Peru Pages

Jun-14

LatAm

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

24

Twitter sees a more significant increase in total engagement, even while the
number of tweets dont increase dramatically.
Average Number of Tweets Across Brasils Top Pages

+12%

Source: Shareablee January 2013 to June 2014.


Brasil Pages

34

79

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Average Social Moments Across Brasils Top Twitter Pages

+184%

Source: Shareablee January 2013 to June 2014.


Brasil Pages

140K
240K

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

25

Action Growth: Engagement with Twitter pages in Latin America sees the same growth
trend that Facebook sees, but there is a more rapid pace of engagement expansion.
Actions Growth across Twitter in Latin America
Source: Shareablee January 2014 to June 2014.
3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0
Jan-14

Feb-14
Argentina

+172%

Brasil

+184%

Mar-14
Chile

+233%

Apr-14

May-14

Colombia

Mexico

+219%

+455%

Peru

+1410%

Jun-14
Latin America

+264%

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

26

Action Growth: Engagement with Twitter pages in Latin America sees the same growth
trend that Facebook sees, but there is a more rapid pace of engagement expansion.
Average Number of Media Across Brasils Top Pages

+177%

Source: Shareablee January 2013 to June 2014.


Brasil Pages

95
100

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

+751%

Monthly Actions on Instagram across Brasil's Top Properties


Source: Shareablee January 2013 to June 2014.
452K

Brasil Pages

3.85M

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-May 2014
comScore, Inc. Proprietary.

27

The Rise of Instagram in Brasil: Social Audiences Are Growing Fast, particularly in their use of
Instagram in Brasil. Brands in Brasil that use Instagram have seen a 751% increase in engagement
since January of 2013.
Instagram: January 2013 to June 2014 By the Numbers
Engaged Social Moments across Top Instagram Properties

31M

Total Pieces of Content Posted by Brasil's Top Instagram Properties

34K

Actions per Post (average)

1081

+751%

Monthly Actions on Instagram across Brasil's Top Properties


Source: Shareablee January 2013 to June 2014.
Brasil Pages

3.8M
452K

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

28

Brasil Trends by Verticals: Media/News/Publishing dominates Brasils


engagement in 2014
Actions Amplification across Facebook

100,000,000

Source: Shareablee January 2013 to June 2014.

+538%

90,000,000

80,000,000

70,000,000

60,000,000

50,000,000

40,000,000

30,000,000

20,000,000

10,000,000

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Brasil - Automotive

Brasil - CPG

Brasil - Entertainment

Brasil - Fashion/Clothing

Brasil - Finance/Banking

Brasil - Food/Beverage

Brasil - Health/Beauty

Brasil - Media/News/Publishing

Brasil - Other

Brasil - QSR

Brasil - Retail

Brasil - Sports

Brasil - Technology

Brasil - Telecom

Brasil - Travel/Leisure

Brasil - TV
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

29

For Global Properties, TV related properties dominate, but Entertainment, Fashion/Clothing and
Media/News/Publishing also see huge returns on engagement in 2014 as action growth continues.
Actions Amplification across Facebook

500,000,000

Source: Shareablee January 2013 to May 2014.

+209%

450,000,000

400,000,000
350,000,000

+788%
300,000,000
250,000,000

+369%

200,000,000

+359%

150,000,000
100,000,000
50,000,000
0

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Global - Automotive

Global - CPG

Global - Entertainment

Global - Fashion/Clothing

Global - Finance/Banking

Global - Food/Beverage

Global - Health/Beauty

Global - Media/News/Publishing

Global - Quick Serve Restaurant

Global - Retail

Global - Technology

Global - Telecom

Global - Travel/Leisure

Global - TV

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

30

ENGAGEMENT BY
PLATFORM IN BRASIL:

The Pie is Growing


(But Facebook still rules)

5.6%

0.8%

50%

0.6%5.9%

93.5%

Q2 2013
331M Actions

93.5%

Q2 2014
470M Actions
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

31

The overall volume of activity in Latin America has increased, with Brasil generating the majority of
the activity. Mexicos piece of the pie has grown as a percentage, but Brasil still sees a significantly
higher volume of engagement.

Q2 2014
Q2 2013
Peru
7%

Peru
8%
Argentina
14%

Argentina
11%

Mexico
21%
Mexico
25%
Colombia
5%

Chile
3%

Q2 2013
559M Actions

Brasil Pages
58%

Colombia
7%

Q2 2014
1.02BN Actions

Chile
3%

Brasil Pages
50%

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

32

Measuring Audience Quality

comScore, Inc. Proprietary.

33

How Loyal are Social Audiences?


% Returning
Chile

35%

Mexico

33%

Colombia

32%

Peru

29%

Argentina

28%

Brasil

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

34

How much of my engagement consists of what I value most?

73%
82%

83%

86%

89%

84%

85%

79%

74%

74%
83%

84%

6%

7%

11%

9%

90%

7%

7%

81%

80%

82%

81%

8%

10%

5%

9%

12%

10%

13%

6%

4%
6%

5%

20%

4%
12%

7%

12%

3%
11%

4%

12%

6%
17%

19%

20%

10%

5%
5%

Shares

Comments

10%

Likes

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

35

Brazil sees a much higher overall volume of Sharing, which could indicate why
the audience is typically more active.

60%

65%

75%

78%
87%

85%

85%

88%

73%

78%

85%

79%

79%

7%

6%

87%

90%

77%
84%

4%
3%
6%

5%

3%

37%
19%

3%
10%

3%
12%

2%
3%
13%

7%
32%

10%

5%

19%

2%

21%
4%

10%

6%

Shares

Comments

4%

15%

11%

14%

15%

12%

13%

11%

Likes

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

#estadodesocialmedia

36

Amplification Growth: While Brasil sees the largest volume of sharing in Latin America,
Mexico sees the highest growth with a 189% increase in sharing since January 2013
Amplification across Facebook in Latin America

35,000,000

Source: Shareablee January 2013 to June 2014.


30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

Jan-13

Feb-13

Argentina Pages

+30%

Mar-13

Apr-13

Brasil Pages

-10%

May-13

Jun-13
Chile Pages

+93%

Jul-13

Aug-13

Sep-13

Oct-13

Colombia Pages

+129%

Nov-13

Dec-13

Mexico Pages

+189%

Jan-14

Feb-14

Peru Pages

+71%

Mar-14

Apr-14

May-14

LatAm

+17%

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

#estadodesocialmedia

Jun-14

37

While the overall engagement rate has increased in Brasil by 71% since January
2013, Sharing has actually decreased
Total Amplification Across Brasils Top Facebook Properties

-10%

Source: Shareablee January 2013 to May 2014.


Brasil Pages

28M
25M

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jan 2013

June 2014

27,665,553

24,847,017
(-10%)

Shares per Post

423

403
(-5%)

Posts per Month

100

95
(-5%)

Total Shares

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

#estadodesocialmedia

Jun-14

38

Media/News/Publishing pages dominate the total amount of shares in Brasil, but


Entertainment, Food/Beverage and Health/Beauty have a strong showing as well.
Technology
1%

Travel/Leisure
1%
Automotive
Telecom
1%
Sports
1%
0%

% of Shares
TV CPG
1% 2%

Automotive

Quick Serve Restaurant


0%
Other
5%

CPG

Retail
4%

Entertainment
Fashion/Clothing
2%

Entertainment
14%

Fashion/Clothing

Finance/Banking
Finance/Banking
0%

Food/Beverage
Health/Beauty

Food/Beverage
6%
Health/Beauty
5%
Media/News/Publishing
57%

Media/News/Publishing
Other
Quick Serve Restaurant
Retail
Sports
Technology
Telecom
Travel/Leisure
TV

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

#estadodesocialmedia

39

Measuring Social Discussions: Media/News/Publishing still sees the highest portion of commenting,
but Food/Beverages sees a significant amount of comments, greatly increasing from the volume of
shares.

Share of Social Word of Mouth


Technology
2%
Sports
0%
Quick Serve Restaurant
0%
Other
2%

Travel/Leisure
CPG
Telecom 1% Automotive 2%
1%
1%
TV
3%

Entertainment
5%
Fashion/Clothing
1%
Finance/Banking
0%

Retail
6%

Food/Beverage
12%
Health/Beauty
2%

Media/News/Publishing
60%

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

40

The Impact of Content Strategy

comScore, Inc. Proprietary.

41

Frequency Growth: While LatAm and the US see an increase in monthly posts per brand, Brasil
actually sees a slight decrease throughout the year.
Average Monthly Posts Per Brand across Facebook

140

Source: Shareablee January 2013 to June 2014.


120

100

80

60

40

20

Jan-13

Feb-13

Mar-13

Apr-13

LatAm

+29%

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Brasil Pages

-5%

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

USA

+35%
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

42

Post Frequency: how much should you post? Brasil saw a decrease in overall post frequency throughout since
2013. Media/News/Publishing brands post most frequently, increasing their frequency by 17% since 2013. This
increase in post frequency is accompanied by a 538% increase in engagement for the category.

Average Monthly Posts Per Brand in Brasil across Facebook

450

Source: Shareablee January 2013 to June 2014.


400

350

+17%
300

250

200

150

100

50

0
Jan-13

Feb-13

Mar-13

Brasil - Automotive
Brasil - Finance/Banking
Brasil - Other
Brasil - Technology

Apr-13

May-13

Jun-13

Jul-13

Brasil - CPG
Brasil - Food/Beverage
Brasil - QSR
Brasil - Telecom

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Brasil - Entertainment
Brasil - Health/Beauty
Brasil - Retail
Brasil - Travel/Leisure

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Brasil - Fashion/Clothing
Brasil - Media/News/Publishing
Brasil - Sports
Brasil - TV

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

#estadodesocialmedia

Jun-14

43

Post Type: Photos consistently drive content performance across top pages in Brasil in H1 2014.
Videos also see a slight boost in engagement, while Status and Link posts see a dramatic decrease
in engagement.
82%

% Type of Posts - Facebook

12%
3%

2%
93%

% Engagement Driven by These Posts - Facebook

1%

3%
Status

3%
Link

Video

Photo

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
comScore, Inc. Proprietary.

#estadodesocialmedia

44

How much is post type strategy affected by vertical in Brasil?


Photo

% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Video

Link

95%
77%

77%

18%

17%
2%

1%

2%

2%

Brasil - Fashion/Clothing

4%

92%

2%

0%

Brasil - Fashion/Clothing

1%

4%

1%

Brasil - Media/News/Publishing

% ENGAGEMENT
97%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Status

Brasil - Travel/Leisure
91%

1%

1%

5%

Brasil - Media/News/Publishing
#estadodesocialmedia

3%

1%

6%

Brasil - Travel/Leisure
comScore, Inc. Proprietary.

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

45

How much is post type strategy affected by vertical in Latin America?


Photo

% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Video

Status

87.6%
74.8%
56.2%
37.7%

3.8%

2.1%

6.4%

Latin America - Fashion/Clothing

1.1%

8.3%

4.9%

Latin America - Media/News/Publishing

% ENGAGEMENT
100%
92.9%

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Link

11.8%
5.0%

Latin America - Travel/Leisure


92.7%

85.0%

12.6%

5.3%

0.4%

1.3%

Latin America - Fashion/Clothing

1.0%

1.3%

Latin America - Media/News/Publishing


#estadodesocialmedia

2.5%

1.0%

3.5%

Latin America - Travel/Leisure


comScore, Inc. Proprietary.

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

46

How much is post type strategy affected by vertical on a Global Scale? Performances are similar
across the globe, except here Video posts underperform as well as Statuses and Links continue to
underperform across verticals.
Photo

% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Video

Status

Link

89.0%
77.9%

45.0%

44.5%

14.8%
2.8%

5.8%

2.4%

Global - Fashion/Clothing

3.0%

7.4%

3.0%

Global - Media/News/Publishing

4.3%

Global - Travel/Leisure

% ENGAGEMENT
99.4%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

91.7%

61.5%

33.4%

0.4%

0.1%

0.1%

Global - Fashion/Clothing

2.9%

2.2%

Global - Media/News/Publishing
#estadodesocialmedia

3.0%

1.1%

4.1%

Global - Travel/Leisure
comScore, Inc. Proprietary.

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

47

Some brands/industries use certain calls to action to drive more engagement (likes,
shares, comments). What about Including Questions with Facebook Posts?

Posts

22%

Engagement

78%

25%
0%

10%

75%
20%

30%

Includes Question

40%

50%

60%

70%

80%

90%

100%

Does Not Include Question

* For Pages in Brasil, Including Questions in August 2014 was a strategy that
increased engagement by 14%.

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Aug 2014

#estadodesocialmedia

comScore, Inc. Proprietary.

48