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The most popular brands on Facebook of 2017 revealed

The Online Circle Digital has released their full year in Review – 2017 Facebook Performance Report, ranking the top performing Facebook business Pages.

Method

Comparing the data of more than 2600 Australian brands from January 1 to December 31, 2017, Online Circle Digital’s data and insights team determined the most popular topics and most popular pages in 30 different categories.
 
"Although Media and Publishers still dominate the Facebook landscape in Australia, in 2017 we see Retail and NFP rising on the back of the Equal rights discussion. "Causes" have found their way into Facebook, with pages like "Animals Australia" finding its way into top 30 of most engaged pages" says Lucio Ribeiro managing director of Online Circle Digital agency.

News & Magazines dominate on Facebook in 2017

With an average engagement of 100% and the equivalent of 107,774 people engaging its Pages per week, News & Magazines has taken out the number one industry spot for average engagement and fan growth.
 
Overall this sector also grabs the number two spot for industries by fans.
 
Of the top 10 Facebook Pages by engagement, seven were news outlets. Topping the list were pages such as ABC News, TODAY, Sunrise and 7 News, Mamamia and 9 News.
 
Of the top 30 pages by engagement, 50% were News & Magazine Pages.

Retail industry takes Top Spot

In 2017, the Retail Fashion industry took out the number three spot in highest engagement, with an average engagement of 54.58%, the equivalent of 58,823 users actively engaging per week.
 
Sydney-based online fashion brand Showpo took out the top spot for overall engagement in all industries.
 
When considering overall performance within the category, we saw PUMA and Coles in the top positions.

FMCG – Cadbury Dairy Milk & Coca-Cola Australia Winning

Cadbury Dairy Milk and Coca-Cola Australia listed as top FMCG Facebook Pages of 2017. According to the data, an equivalent of 5548 users are actively engaging with FMCG brands each week.
 
The top three Snack Food Pages were all chocolate products, with Cadbury Dairy Milk followed by Nutella and Ferrero Rocher taking out third spot.
 
Although there is more diversity within the top FMCG Beverage Pages, people are engaging more with ‘Snack Food’ brands than brands that fall in the Beverages category.

Automotive – Fan growth continues for top 30 brands

All of the top 30 automotive brands earned considerable fan growth during 2017, compared to other industries that saw a drop in fans.
 
Mercedes-Benz Australia is the only luxury automotive brand to be listed in the top three performance spots with a fan growth of 16.86% for the year, followed by Holden and Hyundai Australia.
 
To discover more about number of fans, average engagement and share of voice for the top brand Facebook Pages, download the full report for free here.
 

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