Pakistan’s Social Media Marketing Report – Nov 2014
The Fashion industry (with 26 million fans) and the Beauty industry (with 19 million fans) have been top performers for the past six months with no signs of dwindling; they continue to have the fastest growth rates. The month of November also includes the Electronics (16 million), Telecom (14 million) and Commerce (13 million) industries in the top Facebook five.
The top 5 brands this month are OLX, Mobilink, Microsoft Lumia Pakistan, Ufone and Intel. The Telecom/IT brands dominate November with news channels; whereas the top 5 media brands are Express News, Samaa TV, Hum TV, Social Express News and DunyaTV.
The Top 5 Facebook engagement rates (ER) were bagged by Bata (98%) as they enthusiastically respond to all user questions on product related posts. MilkPak Cream follows at a distance with 31% ER, Nesfruta with 13% ER, Nestle Fruita Vitals with 5.8% and Nestle Pure Life Pakistan with 4.6% ER.
Nestle Fruita Vitals comes out on top with 129,000 interactions (on one of a total of 2 posts this month). The brand has been positioned as a luxury brand which has generated much interest. Kashmir Banaspati and Cooking Oil with 112k interactions grab a place by playing the spiritual card. Nesfruta’s colourful and super engaging campaign brings in 916 comments with their ‘Build Wonders to Win’ competition.
As always, we see that the posts with the most interactions are images. They are convenient and appealing and quickly appreciated, as compared to investing time to watch a video or reading text.
Nesfruta interests its viewers with its “Build Wonders to Win” Campaign. Allowing their fans to flaunt their creativity and be recognized for it, Nesfruta has given its audience the chance to interact with the page. Kashmir Banaspati and Cooking Oil has also done a great job in interacting with the fans by posting a variety of posts to capture the attention of the majority of their diverse fan base. From the names of Allah to weight loss tips they have done a wonderful job in keeping themselves noticed and on the forefront.
Pakistan continues to use Facebook as its major marketing platform. One also observes the rise of Twitter in online campaigns. This month Twitter was the dominant platform used by the top brands for promotions with 73 tweets by the top 20 brands compared to 43 posts on Facebook. Hashtags are also generously being used and other websites are being used to promote brands. Conclusively, Pakistan has started establishing itself in the Global Marketing game and the possibilities seem endless.