Coles, Iggy Azalea and websites for mothers are all the rage on Facebook, according to a new report from digital agency Online Circle Digital.
The agency has released its 2015 Annual Australia Facebook Performance Report, and by delving into 29 different industries and over 2500 Aussie brand accounts, has ranked the largest and most engaged-with Facey users in the country.
The Australian boy band 5 Seconds of Summer, followed by Iggy Azalea and Australia.com have the largest number of fans, however it is the pages within the publishers and magazines & news categories that continue to drive the highest engagement.
“Through our analysis we determined that pages within the Musicians category, followed by the News and Magazines category have the most followers in Australia with over 28 million fans. Newspapers and Magazines also take the prize for the highest levels of audience engagement, followed closely by TV Shows,” Online Circle Digital head of strategy Lucio Ribeiro said.
Interestingly, pages posting content oriented towards mums receive the most engagement.
“Mums engage heavily with their online communities and increasingly use Facebook as a source of information and a parenting tool,” Ribeiro added.
“Brands are tapping into this opportunity, creating conversations and encouraging them to be a social megaphone for their products and services.”
In terms of overall Facebook engagement and fandom, Holden and Mercedes were favourites in the automotive field, Yellow Ttail was top for the beer, wine and cider category, Target and Kmart pull rank in the department store sector and Coca Cola and Boost were big names in the beverages list.
“In 2016 we will see an increased shift in spend from display ads to social, native ads and influencers. Social video will become more congested and complicated, with individual channels favouring native content and expanding their video creation and editing tools,” Ribeiro added.