Earlier this week, we ranked the Top 10 watch & jewellery brands on Instagram in 2015. Here, in the second of a series, we rank which players have dominated the Facebook arena over the past year.
Last month, it emerged that luxury retailers, car brands and restaurants were amongst the first brands trialling Canvas, a new, fast-loading mobile ad unit from Facebook, which it claims to be its most “immersive” and interactive unit to date.
Using the Canvas platform, brand ads appear within user’s newsfeeds, take up the entire screen once clicked on and then allow the user to interact with the ad either by scrolling horizontally, vertically or with video.
“ Approximately 83.6% of Facebook’s daily active users are outside the US and Canada ”
Burberry in particular was one of 20 brands in Europe – also including Citroen, Coke, and Gucci – to trial the new ad spots, with a version of its Scarf Bar.
This ‘early adoption’ by luxury brands of the latest corporate offering by the social media giant suggests that while other channels – such as Snapchat and Instagram – have gained momentum in recent times, Facebook still holds influence.
“ Rolex is well ahead of the competition, with 4,824,241 Facebook fans, and the highest rate of engagement ”
And why wouldn’t it? With the latest figures disclosed from Facebook (for December 2015) boasting 1.04 billion daily active users on average, 934 million mobile daily active users on average, 1.59 billion monthly active users, and 1.44 billion mobile monthly active users as of December 31, 2015 – it is still a force to be reckoned with.
Additionally, approximately 83.6% of its daily active users are outside the US and Canada – proving its reach still stretches globally to boot.
With this in mind, Luxury Society has joined forces with its parent company and full service digital agency Digital Luxury Group, to rank the luxury watch and jewellery brands excelling in the Facebook arena.
First up, is Rolex – well ahead of the competition, with 4,824,241 Facebook fans, and the highest rate of engagement on the list, at 0.6%.
Bulgari and Cartier come a close second and third, with 3,654,746 and 3,581,776 Facebook fans respectively – but both lag when it comes to fan interaction with their posts – with each notching up just 0.2% and 0.1% engagement respectively.
The fourth and fifth brands on the list – TAG Heuer and Hublot – also notch up a 0.1% engagement rate, but while TAG Heuer leads on 2,430,280 fans, the gap with Hublot – on 1,430,028 fans – is a wide one.
In the jewellery category, Tiffany & Co. rules the roost (as on Instagram), with 8,235,492 fans.
The gap is vast between Tiffany & Co. and the runner-up – Bulgari with 3,654,746 fans, followed by Swarovski on 3,588,876, then Cartier on 3,581,776 fans.
Interestingly though, it’s Blue Nile – the fifth on the list with just 1,502,244 fans in comparison – which has the second highest engagement rate in the Top 10 – at 0.5%.
Even more surprising, is that Damiani – the 10th placed brand by number of fans, at 601,336 – in fact, has the highest reengagement rate overall (0.6%), even over the bigger brands such as Tiffany & Co., Bulgari, Swarovski and Cartier.
By: Daniela Aroche
