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Direct Selling Momentum Index

BY DSN Staff | March 16, 2021 | read / Daily News
DIRECT SELLING MOMENTUM INDEX
data collected for past 30 days
Transformation Capital’s March Digital Momentum Index is here! While the overall average growth in fan/follower base for the list was flat for the 100-company list, March has seen a surge in current fan/follower engagement, with many companies exceeding engagement improvements over 200% compared to February.

In addition to our ongoing domestic list, we are excited to debut the first International Direct Selling Momentum Index! The list contains companies across the globe, and rankings are calculated with the same metrics and methodology as the 100-company domestic list.

March’s Top 50 Domestic Momentum Rankings Are:

1.    Amway
2.    HEMPWORX
3.    Color Street
4.    Prüvit
5.    BEAUTYCOUNTER
6.    Scentsy
7.    Red Aspen
8.    Epicure
9.    Rodan
10.   eXp Realty
11.    UNICITY
12.    Kyäni
13.    Mannatech
14.    Melaleuca
15.    4Life
16.    Jafra
17.    OPTAVIA
18.    Pure Romance
19.    It Works!
20.    Cabi
21.    Life Vantage
22.    World Financial Group
23.    Norwex USA
24.    Usborne Books
25.    PartyLite
26.    Paparazzi
27.    Market America
28.    Le-Vel
29.    Arbonne
30.    Truvy
31.    Avon (LGHnH)
32.    Chalk Couture
33.    A C N
34.    Mary Kay
35.    Isagenix
36.    Modere
37.    Herbalife Nutrition
38.    Younique
39.    USANA
40.    Park Lane
41.    Jeunesse
42.    Princess House
43.    Stella & Dot, LLC
44.    SeneGence
45.    Young Living
46.    MONAT
47.    Xyngular
48.    Thirty-One Gifts
49.    Plexus
50.    JuicePlus

DIRECT SELLING MOMENTUM INDEX

March’s Top 25 International Momentum Rankings Are:
1.    Oriflame
2.    Yanbal
3.    NaturaBrasil
4.    Giffarine Skyline Unity
5.    Faberlic
6.    Coway
7.    TIENS
8.    Avon UK
9.    The Body Shop
10.    Belcorp Belcorp
11.    PM International
12.    New Image International
13.    Farmasi
14.    Lyconet
15.    Naturally Plus
16.    Zinzino
17.    Mary Kay International
18.    Infinitus
19.    Warranty Rewards
20.    Pola
21.    Vorwerk Group
22.    Vestige Marketing
23.    Omnitrition
24.    Atomy
25.    Pollen.co
What the Ranking Means
It is worth repeating that the Digital Momentum Index only compares single period/monthly changes (vs. year-to-date or a trailing month timeline), and so it is not uncommon to see a single-member company make leaps or appear/disappear each month. A company that achieved +25 percent growth last month would have to continue growth atop that to maintain their rank. The index is intended to be a measure of “who saw significant social media growth in the last 30 days” rather than a long-time leaderboard.Our Efforts for Continuous Improvement & Accuracy
The amount of data available on Social Media and SOE / Web Traffic is both vast and ever-changing, and we’re learning more about it every month. We launched the Rankings in Q4 2020 with the intent to learn and collect feedback for a stable method in 2021, and we continue to learn and collect feedback. February rankings were calculated with the same data and weighting as January 2021 and December 2020, and we will make and announce any adjustments to the methodology quarterly.

Components
The list represents months of analysis across the three core pillars of social media marketing: web traffic & SEO analysis, Facebook activity, and Instagram activity.

Eligibility
A company is included in the Transformation Capital Direct Selling Momentum ranking when it has an active website, at least one active social media account, and at least 50,000 followers or fans for a single account (Facebook or Instagram).

As noted, our initial ranking methodology focuses exclusively on three primary drivers of online presence: web traffic, Facebook activity, and Instagram activity. We’ve aggregated roughly a dozen metrics from these three sources and assessed their change over the last thirty days in an attempt to measure the growth in a company’s online audience or momentum.

A brief explanation of our proprietary methodology follows:

Web Traffic & SEO
We analyze basic web traffic statistics as a measure of general interest. These statistics seek to measure the number of individuals searching for, visiting, and clicking on links that direct them to the company’s domain. This domain includes the corporate website and (in most cases) the company hosted web pages for individual distributors. Additionally, we analyze the number of third-party sources referring to internet users to the company website, as well as the number of associated keywords, branded phrases, or marketing jargon (hashtags, slogans, etc.) that are popular across the web. Assessing the change in these metrics over time creates an estimated increase or decrease in demand for the company across the web.

Facebook Activity
We gather a collection of metrics intended to measure thirty-day changes in both volume (count) and quality (engagement & communication with) of followers. Assessing the change in behavior on Facebook, we believe, is a valuable tool in determining improvements (or declines) of a brand’s social value.

Instagram Activity
As with Facebook, we focus on the thirty-day change of our metrics as a measure of social attention, or momentum, assuming a significant change in attention indicates changes in social interest and brand awareness.

A Note on Facebook vs. Instagram
Given varying target markets and consumer profiles, companies seem to often focus on Facebook or Instagram, rather than both. To ensure appropriate credit is given to the correct outlet, our metric analysis and momentum calculation consider which platform appears to be the primary for each company. As an example, if a company has 20,000 Instagram followers and 80,000 Facebook fans, all Facebook-related metrics will be weighted at 80% (80/100) of the total weighted social media metric score. Similarly, all Instagram-related metrics will be weighted 20%. Few companies do not have an active official Instagram account, and so their social media metric is based 100% on Facebook performance and changes. There are no companies in the list for which an official Facebook profile does not exist. Additionally, we are unable to track metrics specific to lead distributor accounts, as data from private accounts is not made accessible by Facebook or Instagram.

For questions please contact Preston Hund at phund@directsellingnews.com.

Posted in Daily News and tagged Direct Selling News Momentum Index.
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