Pizza Hut is the brand considered most capable of building and maintaining relationships with young consumers in the United Kingdom on social media platforms, the Social Brands 100 Youth Ranking from social brand agency Headstream shows, as reported by The Drum.
Greggs, Play.com, Waterstone’s, and Krispy Kreme were the other four brands ranked in the top five. Others in the top 10 included Pepsi Max, Comic Relief, Warburtons, Starbucks, and McCain. These all polled ahead of Amazon, YouTube, and Google, which were ranked among the top 100 brands on social media.
Headstream’s ranking, which was created following a review of the Facebook, Twitter, and Google+ profiles of brands that are most popular with users age 18-24, revealed younger consumers love brands that deliver relevant and honest content. Users want to build relationships with brands that understand their needs, interests, values, and behaviors, and develop their content based on these considerations, says Steve Sponder, managing director of Headstream.
Sponder explained the failure of Amazon, YouTube, and Google to win the hearts of young consumers with the “important and relevant” role they already play in their everyday lives. Although these three brands enable a social presence for most of the brands ranked within the top 100, they themselves are not considered brands that provide an outstanding social experience, he said.
Despite being ranked sixth overall by users, Pepsi Max was the most successful brand on Facebook alone, where content is a key prerequisite for strong user engagement. WHSmith was the best performing brand on Twitter, which was credited for the broadcasts to its followers and its customer service, while Greggs came first on Google+.
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