If there’s one thing that marketing departments want, it’s to be spoken about on social media. Creating amazing ads is one thing, but stirring online discussion is something completely different. HypeAuditor has released research that exposes which brands are being spoken about on which platforms.
On Instagram it’s surprising who’s taken top place. Kmart is the most tagged and talked about Australian business on the platform. From sharing home decor ideas to handy hacks, people all over the world share their Kmart purchases.
Our two major supermarket chains take second and third place. Coles and Woolies sharing recipes and specials have drawn large followers to the channels.
Affordable fashion brands Glassons and Princess Polly have also cracked the top ten. The two brands are synonymous with engaging influencers; from nano to macro and even mega, the brands can be seen on many influencers.
When it comes to TikTok, it’s harder to measure Australian brands. Aussie brands have been more reluctant to move over to social media app. However, with the huge uptick in active users, these numbers are predicted to change.
Globally, streaming service Netflix is the most talked about brand on TikTok. From memes to interviews and skits from the stars, the channel knows how to stir up conversation. Coming in second, fast food chain McDonald’s is widely discussed on TikTok. Using the platform to recipe experiment and give “hacks” when ordering, McDonald’s confirms its position as being a marketing giant.
Globally, Starbucks and Dunkin’ Donuts also crack top ten, as well as fast fashion brand Fashion Nova and CBS News.
YouTube can be more difficult for brands. Videos lasting over three or four minutes are different to the traditional static or 30-second TV spots. However, brands should be aware of which channels are growing and partner with them for sponsored content.
The number one growth channel in 2021 was Melbourne based fitness influencer Chloe Ting. Ting has been releasing at-home fitness videos pre-pandemic, but found her calling during a time when gyms shut.
Besides Ting, Nine’s 60 Minutes has gone through a growth period, as well as controversial church Hillsong. Sky News Australia, who provide political commentary, saw continued growth through 2021.
Liv Croagh is the Editor of Marketing Mag.
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