Metric | Confectionery (n=47) | Snacks (n=71) | Carbonates (n=63) | Chained consumer foodservice (n=358) | Total (n=539) |
Reach and engagement | |||||
Views per video, median (range) | 69 500 (4849–76 200 000) | 34 600 (5778–5 300 000) | 62 800 (14 000–1 100 000) | 72 850 (3697–83 400 000) | 63 400 (3697–83 400 000) |
Likes per video, median (range) | 10 300 (343–396 700)) | 1594 (328–95 300) | 5206 (774–263 200) | 9092 (157–2 700 000) | 5829 (157–2 700 000) |
Comments per video, median (range) | 60 (5–7409) | 36 (9–1510) | 60 (9–2190) | 231 (20–64 100) | 157 (5–64 100) |
Shares per video, median (range) | 21 (1–22 100) | 18 (0–2116) | 40 (3–1263) | 47 (1–93 900) | 36 (0–93 900) |
Content | |||||
Branding, no. (%) | 39 (83) | 68 (96) | 61 (97) | 299 (84) | 467 (87) |
Product images, no. (%) | 47 (100) | 55 (77) | 60 (95) | 294 (82) | 456 (85) |
Engagement, no. (%) | 20 (43) | 54 (76) | 53 (84) | 41 (11) | 168 (31) |
Celebrities/influencers, no. (%) | 28 (60) | 43 (61) | 29 (46) | 34 (9) | 134 (25) |
Branded hashtag challenges, no. (%) | 0 (0) | 41 (58) | 1 (2) | 13 (4) | 55 (10) |
Sportspeople, no. (%) | 5 (11) | 1 (1) | 37 (59) | 1 (0) | 44 (8) |
Branded characters, no. (%) | 0 (0) | 28 (39) | 0 (0) | 9 (3) | 37 (7) |
Branded effects, no. (%) | 0 (0) | 14 (20) | 1 (2) | 1 (0) | 16 (3) |
Price promotions, no. (%) | 0 (0) | 0 (0) | 0 (0) | 14 (4) | 14 (3) |
Sponsorships or partnerships, no. (%) | 0 (0) | 0 (0) | 8 (13) | 4 (1) | 12 (2) |
Competitions, no. (%) | 1 (2) | 0 (0) | 0 (0) | 7 (2) | 8 (1) |
Corporate social responsibility or philanthropy, no. (%) | 1 (2) | 0 (0) | 0 (0) | 6 (2) | 7 (1) |
Children’s characters, no. (%) | 0 (0) | 0 (0) | 0 (0) | 0 (0) | 0 (0) |