Analysis of the top 250 super brands by iProspect has found that PG Tips topped the chart on brand engagement on Facebook in the UK, with 16.31% engagement %, indicating that nearly two in 10 fans had actively responded to a page in the previous seven days.
Bang & Olufsen, Jaguar, Lemsip and Apple took the rest of the top-five spaces in the chart.
‘Engagement’ on Facebook includes likes, comments, responding to a poll or RSVPing.
PG Tips was found to have 1,569 engagements from fans on Valentine’s Day, following a message saying that anyone who ‘liked’ the post would get a Valentine’s surprise – with those who did receiving an e-card from Monkey.
The analysis also showed that automotive (4.96%) and retail (4.90%) brands have the highest level of engagement on their Facebook brand pages – despite technology pages having the most fans, whilst financial services have the lowest engagement rate at 0.64%.
Angus Wood, group director for paid social media at iProspect, said: “Brands are coming to recognise that fan engagement is every bit as important as fan acquisition. ‘It’s easy to go out and buy ‘fans’ with short term competitions and other fan-bait, but if those users never return, and never interact with the brand’s content, it’s not an efficient investment.
“You need users to want to keep coming back to the content – albeit that’s most likely in their own news feed, not on your brand’s page. Pages at the top of the index have understood that Facebook is designed to be about sharing, and have aimed to be social-by-design – giving consumer s content they actively want to be involved in, and share with their friends.”