The Digital Momentum Index comes with some exciting updates! Overall, the last four weeks have seen a cooling off for the full company list as the industry enjoyed a flurry of social media
attention in the previous period. For this reason, companies ranked highly this month by just preserving the fans and activity they had. The full 100-company list saw minimal changes in fans or followers and engagement across both platforms decreased somewhat. However, web traffic across the industry stayed steady and managed to post an average of 4 percent growth.
Internationally, the top 25 outperformed the domestic 100, posting moderate follower growth and some big wins with fan engagement on both platforms. Engagement for International brands on both Instagram and Facebook saw 18 percent and 14 percent gains, respectively.
We’re finally shifting to longer term growth!
A recurring point of feedback since the inception of the Momentum Index is the fickle nature of measuring month over month growth in a vacuum. This month’s list, like all others, compares only a 4-week timeline to the previous 4-week’s performance—meaning companies who performed very well in the prior period are “punished” with low to negative performance this period. This will be the final issue of the monthly Momentum Index, and we will be shifting quarterly publications with longer timelines that measure more consistent, long term growth in social media and web analytics. We’ll continue tracking performance for all companies as always and focus on quarterly rankings lists we hope will more accurately represent those companies in the industry continuously excelling in the Social Media space
March’s Top 50 Momentum Rankings are:
- Forever Living
- Pampered Chef
- Usborne Books
- Pure Romance
- Total Life Changes
- Red Aspen
- EXP Realty
- Young Living
- Nature’s Sunshine
- 31 Gifts
- Chalk Couture
- World Financial Group
- Seint Beauty
- Nu Skin
- Stella & Dot
- Mary Kay
- LimeLife by Alcone
- Color Street
International Momentum Rankings
- Giffarine Skyline Unity
- Natura &Co
- Avon UK
- Naturally Plus
- The Body Shop
- Mary Kay International
- New Image International
- Vestige Marketing
- Vorwerk Group
- Warranty Rewards
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 who 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 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 quarterly.
The list represents months of analysis across the three core pillars of social media marketing: web traffic & SEO analysis, Facebook activity, and Instagram activity.
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 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.
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.
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 percent (80/100) of the total weighted social media metric score. Similarly, all Instagram-related metrics will be weighted 20 percent. Few companies do not have an active official Instagram account, and so their social media metric is based 100 percent on Facebook performance and changes. There are no companies in the list for which an official Facebook profile does not exist.