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Mid-Year Australian Facebook Performance

Report 2016

onlinecircledigital.com | [email protected] 2

Mid-Year Facebook Performance ReportAustralia 2016 | #fbreport

Contents

Top 30 Facebook Pages by Engagement

Top 30 Facebook Pages by Engagement.*

Top 30 Facebook Pages by Fans

Top 30 Industries by Engagement

Top 30 Industries by Fans

Top 30 Industries by Fan Growth

Introduction

Airlines, Travel and Tourism

Alcohol - Beer, Wine and Cider

Alcohol - Spirits

Automotive - Manufacturers

Banks and Financial Institutions

Department and Online Stores

Education

Electronics

Entertainment

FMCG - Beverages

FMCG - Snack Foods

Government

Non-Profit Organisations

Hospitals and Clinics

Health, Beauty, Medical and Pharmaceutical

Insurance

Musicians and Bands

News and Magazines

Pets

Politics

Quick Serve Restaurants

Radio

Retail - Fashion

Retail - Grocery

Sports

Stationery

Telecommunications

TV Channels and Networks

TV Shows

Methodology

About Us

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

41

*Excluding Media

3onlinecircledigital.com | [email protected]

TODAY

NRL - National Rugby LeagueMamamiathat’s life!

7 News AustraliaNew Idea Magazine Nova 919

2Day FMShowpo Animals Australia

Nova 937Sunrise Fox FM

ABC News Nova 100

Kyle and Jackie O

Hit 107

Girlfriend Magazine

Australia.com

Hit 92.9

KIIS 1065

5 Seconds of Summer

Mix 102.3

9 News

7 News Sydney

Hot FM Mackay

Practical Parenting Magazine 97.3 FM

11

15

13

17

19

12

16

14

18

20

738,803

181,166

415,130 157,619

286,870

192,876

505,726 172,333291,465

361,376

145,667

248,051

244,683

355,531

138,784240,528

621,452

133,625

400,826

362,420

150,612

255,970

478,019 159,239

333,653

138,682224,671

299,329

1

5

3

7

9

2

6

4

8

10

Data collated by Social Pulse™ andanalysed by Online Circle Digital

Top 30 Facebook Pages by Engagement*

*Top 30 Pages by Average Engagement (average of the seven day figures taken from January 1 to June 30, 2016).

21

25

23

27

29

22

26

24

28

30

The Sydney Morning Herald189,038

Babyology299,604


Showpo

Bill Shorten MPRicki-LeeAustralia.com

Universal Pictures Australia5 Seconds of Summer Malcolm Turnbull

Queensland MaroonsNRL - National Rugby League Jay Jays

Visit QueenslandAnimals Australia Daniel Ricciardo

PopcherryIggy Azalea

GetUp!

The Line

Sydney.com

NSW Police Force

[yellow tail]

Visit Gold Coast

AFL

Western Australia

Woolworths

Queensland Police Service

Qantas

Greenpeace Australia Pacific Collingwood Football Club

11

15

13

17

19

12

16

14

18

20

478,019

35,735

159,239 31,945

60,514

38,956

355,531 35,56960,794

81,675

31,120

50,702

47,871

79,690

30,53443,414

361,376

29,590

118,327

81,901

31,589

51,162

181,166 32,424

76.794

30,22240,195

66,995

1

5

3

7

9

2

6

4

8

10


Top 30 Facebook Pages by Engagement* excluding media

*Top 30 Pages by Average Engagement (average of the seven day figures taken from January 1 to June 30, 2016).

21

25

23

27

29

22

26

24

28

30

Australian Labor Party37,615

36069,519


5 Seconds of Summer Animals AustraliaGirlfriend Magazine

Iggy Azalea NRL - National Rugby LeagueTODAY

Australia.com SunriseVogue Australia

EA Games - Asia Pacific McDonald’sVisit Queensland, Australia

Bananas in Pyjamas Men’s Health MagazineModernWedding

Sydney.com Inside OutKyle and Jackie O

Hamish & Andy 7 News AustraliaMasterchef Australia

The Veronicas Bride To Be MagazineHome and Away

ABC News Lorna Jane9 News

Vogue Living SBS PopAsia[yellow tail]

11 21

15 25

13 23

17 27

19 29

12 22

16 26

14 24

18 28

20 30

10,749,668 1,366,726

2,590,377 1,227,063

1,548,066

1,455,234

7,058,848 1,233,572

1,642,359

2,332,695 1,122,577

1,531,266

1,510,710

2,300,473 1,122,212

1,507,423

7,280,544 1,255,177

1,911,017 1,105,192

2,377,764 1,202,685

1,546,841

1,398,697

3,536,356 1,230,354

2,086,916 1,116,433

1,470,035

1,815,0621

5

3

7

9

2

6

4

8

10


Top 30 Facebook Pages by Fans*

*Top 30 Pages by number of fans on June 30, 2016


News and Magazines

Radio

TV Shows

Musicians and Bands


Sports


Retail - Fashion


Government

Politics

Entertainment

Education

Retail - Grocery



FMCG - Snack Foods

Electronics

Alcohol - Beer, Wine, Cider



FMCG - Beverages

Telecommunications


Alcohol - Spirits

Insurance

Utilities

Pets

Stationery


173,029

6,651

159,930

6,015

1,578

34,165

4,649

736 711

37,341

5,383

943

30,445

3,632

14,670

1,990

98,294

5,394

1,218

33,881

4,497

15,539

2,438

36,124

5,182

862

20,704

2,702

7,810

1,766


Top 30 Industries by Average Engagement*

*Average weekly engagement per page for the Top 20 pages by fans per industry, January 1 to June 30, 2016.


Top 30 Industries by Fans*

Musicians and Bands

News and Magazines


TV Shows

Radio

Sports

Retail - Fashion

Electronics



FMCG - Snack Foods


FMCG - Beverages

Retail - Grocery

Government

Education



Entertainment



Politics

Alcohol - Spirits


Telecommunications

Stationery

Insurance

Pets

Utilities


1,483,005

277,426

1,153,804

261,648

95,048

582,925

222,410

27,026 8,326

960,386

241,979

39,408

476,181

207,105

359,397

134,295

999,469

245,167

68,576

521,455

216,364

394,547

158,775

692,458

230,807

37,341

431,607

179,431

354,253

121,489


*Average Fans per page for the Top 20 pages by fans per industry.


Top 30 Industries by Fan Growth*

News and Magazines

Radio

TV Shows



Musicians and Bands

Sports

Education


Government


Retail - Fashion

Retail - Grocery

Politics

Entertainment

Electronics


FMCG - Snack Foods




Alcohol - Spirits


Telecommunications

Utilities

Stationery

FMCG - Beverages

Insurance

Pets


226,333

17,041

88,615

15,789

5,320

51,714

11,588

1,890 1,526

67,645

12,027

3,995

38,935

10,759

25,240

6,269

79,219

15,125

5,298

49,499

11,051

30,490

7,583

62,110

11,744

2,632

32,847

9,122

18,241

6,052


*Average fan growth per page for the Top 20 pages by fans per industry, January 1 to June 30, 2016.



In this mid-year edition of the Facebook Performance Report, we’ve compared the data of more than 2,600 Australian brands from January 1st to June 30th to rank the largest and most engaged Facebook Pages in the country.

The analysis was conducted by the Online Circle Digital data and insights team, with data provided by our proprietary tool Social Pulse.

The Mid-Year Australian Facebook Performance Report 2016 contains category data from thousands of Facebook pages, providing an outstanding benchmarking tool.

What’s new?

After overwhelming feedback, the Mid-Year Australian Facebook Performance Report 2016 edition brings back the Radio category.

Online Circle Digital delved into 30 categories and over 2,600 Australian brands.

Last words

This report is not an opinion piece. It is here to supply you with a foundation benchmark based on categories. The consolidated data can enable you to identify tangible outputs and basic KPIs comparable to your category, but should not be used to drive your strategy and execution by itself.

Introduction

Lucio RibeiroHead of Strategy & Delivery @lucio_ribeirotheonlinecircle.com

We help our clients work less andmake their brands work harder.

Facebook is an amazing tool, it has evolved into a sophisticated mass media platform which requires refined, specialised and professional thinking and execution. However, it’s not the solution and the response for every single marketing problem and opportunity. Facebook is and should be a result and a possible answer to your strategic approach.

At Online Circle Digital, we manage some of Australia’s biggest brands in the digital space, crafting successful marketing strategy and digital execution driven by data and insights. If you’re ready to drive more value from your digital marketing, get in touch: [email protected]

The Mid-Year Australian Facebook Performance Report 2016 is here.




Facebook




Alcohol - Beer, Wine and Cider

Facebook




Alcohol - Spirits

Facebook





Facebook




Education

Facebook




Electronics

Facebook




Entertainment

Facebook




FMCG - Beverages

Facebook




FMCG - Snack Foods

Facebook




Government

Facebook



Mid-Year Facebook Performance ReportAustralia 2016 | #fbreport Facebook


Not-for-Profit Organisations




Facebook




Insurance

Facebook




Musicians and Bands

Facebook




News and Magazines

Facebook




Pets

Facebook




Politics

Facebook





Facebook




Radio

Facebook




Retail - Fashion

Facebook




Retail - Grocery

Facebook




Sports

Facebook




Stationery

Facebook




Telecommunications

Facebook





Facebook




TV Shows

Facebook




Utilities

Facebook




Report PeriodThe Australian Facebook Performance Report covers the weeks from January 1 to June 30, 2016.

Data Collection The data for this report was captured daily from January 1 to June 30, 2016. The collection of data is automated through the Instagram API to ensure that times collected are as close to simultaneous as possible.

The data in this report takes in consideration the global popularity and engagement of Australian Facebook accounts.

Fan Growth Is the difference between a brand’s fans (likes) on June 30 compared to the January 1 figure, presented as a whole number and as a percentage change.

FansThe Fans figure is the number of fans (likes) captured on June 30, 2016.

Engagement FigureThe collected Engagement Figure relates to a seven day period ending on the collected date and time. The average, taken daily, represents an average weekly figure of people talkig about the brand.

Engagement Rate The widely accepted metric called the “engagement rate” is the relationship between the Engagement Figure average and the followers. The engagement equation is:

Share of EngagementThis is calculated using the sum of each industry’s top brand users Engagement Figure then calculating each brand users share of that sum.

Statistical CalculationsThe mathematical and statistical foundations of this report have been produced by Online Circle Digital analytics team.The calculations carried out for this report depend on the user’s configuration on Facebook and the related limitations. While the number of fans for regular pages is what is shown on the Facebook page, the number of fans for pages which are set up as part of global brand pages base the number of top 45 countries in Facebook by the number of likes.

Selection of BrandsThe brands displayed are not a complete list of those incorporated within the study, but are representative of those brands leading the way in each vertical. We expect and welcome suggestions for additional brands for inclusion in future reports. To submit your Facebook page for consideration, please contact us at: [email protected]

Engagement Figure

No. of Fans

= Engagement Rate %

Brand Engagement Figure

Industry Top Brands Engagement Figure

= Share of Engagement Activity %



Disclaimer The Australian Facebook Performance Report has been produced from an analysis of third party information in accordance with the methodology set out on this page. Information provided on this document is general in nature and does not constitute advice. Online Circle Digital will endeavour to update the information provided on this document as and when required. However, information can change without notice and Online Circle Digital does not guarantee the accuracy of information on the document, including information provided by Facebook, at any particular time. Although every effort has been made as to the accuracy of the information provided on this document, you must not rely on this information to make a decision. Online Circle Digital does not warrant that the information in this report will otherwise be complete, correct, current or reliable, or that all brand-related pages have been considered. Reports generated using different methodologies may produce different results. This report is intended to provide general, aggregated, information only, and is not adapted to individual business circumstances or needs. Readers are responsible for assessing the relevance of the

information in this report themselves and for making all further necessary enquiries. Online Circle Digital accept no liability for any loss, damage, cost or expense suffered by any person using or relying on information in this report.

This report is provided free of charge and with best endeavours. We reserve the right not to engage with external queries if and as we choose.

Methodology



About Us

Online Circle Digital is a specialised full-service digital agency. Since we opened our doors in 2007 we have developed into one of Australia’s leading independent digital agencies.

What we do

Big enough to deliver and agile enough to adapt, we are a smart team of leading digital practitioners who bring energy and expertise to every project. Our proprietary software Social Pulse enables us to access a wealth of digital and social media data and competitive information. This provides our clients’ programs and campaigns with insights, category and brand information, driving more value from their digital marketing.

The digital world is always changing. When you think you’re up to date, have the latest version and have everything covered, everything changes and it’s time for an upgrade. We understand digital education is key for businesses to thrive and we take great pride in educating our staff and clients about important changes in digital and related business topics via our Online Circle Digital Academy.

Our everyday goal is to “help clients work less and make their brands work harder”. If this sounds right for your business give us a call on (03) 9696 9176, onlinecircledigital.com

Lucio RibeiroHead of Strategy and Delivery0434 376 102 [email protected]

Jeff RichardsonDirector of Business and Finance0423 694 338 [email protected]

Strategy Social, Search & Content Marketing

Digital Education

Tech Development

Data & Insights

Digital Media Buying

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