The Report on Social Media Activities in the Infant Formula Industry through the Lens of Social Advocator offers a new perspective on how brands in the Infant Formula sector are being discussed by users on social media. Focusing on the Social Advocator (SA) group – high-quality users who generate positive content about brands – the report introduces a groundbreaking metric to measure the effectiveness of customer reach and engagement.
Social Advocator: A New Perspective on Analyzing Social Media Communication Strategies
The infant formula industry is witnessing intense competition across social media platforms, with a massive 13,411,170 discussions recorded from 07/2023 – 06/2024 (1 year), ranking second only to the beer industry (according to the Syndicated Report Mom by Buzzmetrics and YouNet Media).
However, the increasingly fierce competition comes with major challenges:
- The discussion race: Brands compete to boost discussion volume, leading to information overload.
- Rising KPIs: Performance indicators keep escalating with each campaign.
- Scattered engagement: Activities spread across multiple channels but lack focus on core user groups.
In this context, the Report on Social Media Activities in the Infant Formula Industry through the Lens of Social Advocator was created with the goal of providing a clearer and more comprehensive picture. In addition to reflecting the vibrant discussion landscape of communication activities among infant formula brands, the report also sheds light on the quality user segment participating in these brand discussions.
Reviewing social media activities in the infant formula industry through the lens of Social Advocator
The report reveals a noteworthy insight: although there were 13,411,170 discussions (The Noise) generated by 2,080,441 users (The Crowd Size), only 7% of them – equivalent to 149,015 users – are Social Advocators.
Notably, discussions from the Social Advocator group account for only 2% of the total, indicating that most of the remaining conversations bring limited positive value to the brands. Taking a deeper look at the Total Buzz from the Social Advocator perspective, the report identifies a “changing of the guard” phenomenon: several brands with modest total discussion volumes possess a higher proportion of Social Advocators. This suggests that a high volume of discussions does not necessarily equate to effective engagement with brand-loving users. Once again, this highlights the importance of identifying and leveraging the right Social Advocator group rather than merely racing for numbers.
From Report to Practical Application through the Lens of Social Advocator
Through this report, brands can gain access to key insights such as:
- In-depth demographic analysis of the Social Advocator (SA) group – quality users – with detailed data on their age, gender, and region of residence.
- Communication activities that truly attract the Social Advocator group.
- Whether the key product attributes a brand aims to convey align with users’ interests.
- …
With comprehensive and insightful analysis, the report not only helps brands identify strengths in their communication content but also optimize messaging, ensuring that each campaign not only achieves wide reach but also truly connects with user groups that bring the most sustainable value. YouNet AM will accompany brands on this journey, helping deliver long-term and optimal communication effectiveness.
Download the full report now to explore more detailed data and optimize your 2024 campaign!
Contact Information:
- Ms. Mai Anh – Business Development Director
- Email: [email protected]
- Website: www.younetam.com
