How we performed our analysis
Over a 30-day period between April 1 and May 1, 2019, we used various monitoring services to track key metrics of 51 direct sales brands online. We were looking at social media size, average engagement rate, 30-day unique site visitors and 30-day total pageviews.
For social media insights, we used a mix of native site reporting, as well as third-party tools Sprout Social, Phlanx and SocialRank. For site insights, we used Alexa.com to estimate traffic and pageviews. While these services allow us to compare “apples to apples” by estimating KPIs, the actual data can only be seen by internal stakeholders and may vary slightly.
Social media size
The first category we analyzed was total social media size, which is a combination of Facebook likes, Twitter followers, Instagram followers and YouTube subscribers. The leaders in this category, with some exceptions, are largely excelling across Facebook and Instagram, where the key customer demographic is most engaged.
Social media engagement
This metric is much more important than simply size. A large page that lacks engagement has no value to the brand. And as we’ve seen with increasing frequency, especially as branded content sponsorships and influencer marketing gains prevalence, faking size by purchasing followers is becoming commonplace. On the flip side, a moderately-sized page with a high engagement rate can have a major impact on a brand’s reach, influence and revenue.
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