Blog / Red Bull’s Dominance on Social Media and How Other Soft Drink Companies Are Stacking up

Red Bull’s Dominance on Social Media and How Other Soft Drink Companies Are Stacking up

A summer poolside party wouldn’t be complete without a cold glass of Coke–or, as social media would have it, a swig of Red Bull.

As soft drink companies are doubling down on their summer social media campaigns, several companies are taking an early lead with campaigns driving fan engagement and strong branding. Using Zoomph, we’ve analyzed 13 leading soft drink brands across YouTube, Instagram, and Twitter. Here’s what we discovered in our first full month of analysis.

Most Influential

Rankings of Soft Drink Companies by Social Channel

 

Red Bull is setting the bar high with its Instagram and YouTube strategies. It’s the most influential brand of the lot, according to Zoomph’s influencer scoring algorithm, ZPoints, which factors in total activity and engagement around its YouTube and Instagram posts.

A closer look at Red Bull’s activity reveals that the brand prioritizes video, even on Instagram. Roughly 97 percent of its Instagram posts in June were videos. Perhaps one of the cleverest, most underrated techniques that Red Bull embraces is reusing YouTube content on Instagram and cross promoting its videos.

The company also remains steadfast in its mission to build up brand power by sponsoring extreme sports and stunts. This particular month, the company produced content focused on motocross in affiliation with the UCI World Cups and other competitions. Roughly 40 percent of its YouTube content and 15 percent of its Instagram videos included a bike or motocross object, according to Zoomph’s Image Recognition.

Collect & Analyze Competitive Intelligence on Social Media Try Zoomph!

On Twitter, Lipton Tea left its mark by emphasizing fan engagement. While Lipton only published a meager 58 tweets in this data period–90 percent of which were replies–Lipton succeeded in engaging a higher, steadier percentage of followers than its goliath competitors.

Instagram Activity

Total Activity of Soft Drink Companies on Instagram

 

Red Bull aggressively pumps out content for Instagram, producing over three times as much content as the second-most active company and its direct competitor, Monster Energy. In this period, Red Bull reached around 325.9 million unique users. By comparison, Monster reached around 67.4 million people and Nespresso, 988,500.

Red Bull and Monster both compete over a public image associated with extreme sports, but Red Bull seems to edge out Monster in influence on a post-by-post basis. Red Bull’s top post earned 116 ZPoints, while Monster’s posts maxed out at 77 ZPoints.

Monster also appeals to a narrower set of interests on Instagram. Nearly 60 percent of its posts in June featured a car or bike, compared to 25 percent of posts on Red Bull’s feed (granted, Red Bull has a separate Red Bull Racing handle).

YouTube Activity

Total activity of soft drink companies on YouTube

 
Interestingly, Coca-Cola gives Red Bull a run for its money when you look at how many public videos it published last month. Coca-Cola even published a video “Coca-Cola: Ojos Cerrados,” which earned over seven million views and became a top 20 most viewed video on its channel.

So why didn’t Coca-Cola land first place on our influencer leaderboard?

An influence score factors in engagement (comments, views, and likes) as a percentage of followers and total activity. Despite publishing videos that occasionally broke 100,000 or one million views, Coca-Cola ended the month at 1.5 million subscribers. It additionally hosted highly-targeted videos, evidently to engage its worldwide consumer base, that averaged several thousands of views.

By comparison, Red Bull flaunted 6.1 million subscribers by the end of the month and a portfolio of videos that consistently earned tens of thousands of views, if not hundreds of thousands. It targeted a primarily American audience with videos centered on events or athletes rather than its products (roughly 8 percent of Red Bull videos had cover photos with a clear Red Bull logo on it, whereas 30 percent of Coca-Cola videos had cover photos with its logo).

Twitter Activity

Total activity of soft drink companies on Twitter

 
Coca-Cola seemingly redeems itself on Twitter. On top of publishing almost twice as many tweets as Red Bull and nearly four times as many as Nespresso, Coca-Cola also receives the most mentions on Twitter (see chart below). Of those mentions, 92 percent were either positive or objective.

Only 24 Coca-Cola tweets in June featured a visual of some sort–the remaining 1,200+ were text-based, and entirely devoted to answering support calls or engaging fans on a 1:1 level.

Red Bull’s main Twitter handle doesn’t scream adventure in comparison to its other video-centric channels and is relatively inactive. It primarily provides support, though its micro-targeted handles (like @RedBullRacing) promises more activity. One interesting thing to note about its main handle is that it hasn’t quite given up on “Redbull #GivesYouWings,” a slogan that saw its dying breath (or so we thought) after a 2014 false advertising lawsuit against the company.

Red Bull can still be found offering ‘wings’ to Twitter users who need a little pick-me-up.

Most Mentioned

Total mentions of soft drink companies on Twitter

 
Considering the amount of attention each brand gave to Twitter and the amount of content that each pumped out, you would think that outside of Coca-Cola, rankings would be different.

Gatorade, for one, only tweeted 103 times in June but came in above Nespresso, Sprite, Diet Coke, and Nescafe–several of which tweeted over three times as much.

The quote “quality over quantity” comes to mind. For context, here’s a ranking of those handles by current follower count:

  • Gatorade: 338,626
  • Diet Coke: 317,995
  • Sprite: 279,346
  • Nespresso: 86,414
  • Nescafe: 67,743

And here’s a list of the top three hashtags associated with each company, alongside the total number of tweets with the hashtags from this data period:

  • Gatorade: #MakeDefeatYourFuel, #WinFromWithin, #ad (8,459)
  • Diet Coke: #Coke, #MadeForYou, #CokeandFood (561)
  • Sprite: #WannaSprite, #SpriteAd, #Betx (1,241)
  • Nespresso: #ShareTheCup, #شارك_فنجانك (Nespresso), #رمضان_كريم (Ramadan) (2,790)
  • Nescafe: #ResponsibleGaming, #KubambaBreakfast, #coffee (193)

Gatorade’s larger audience base, coupled with strategic hashtag campaigns that propel engagement for reasons outside of support, is one explanation for the attention it receives.

Another interesting thing to note: the male-gender split of Twitter users mentioning the top brands reflect each brand’s follower demographics. Below is the gender breakdown of the followers of each handle, according to their Twitter Follower Reports.

  • Coca-Cola: 53 percent male, 47 percent female
  • Pepsi: 55 percent male, 45 percent female
  • Monster: 71 percent male, 29 percent female
  • Red Bull: 75 percent male, 25 percent female
  • Gatorade: 72 percent male, 28 percent female

 
Track and analyze your competition on social media. Try Zoomph!
 

WP_Term Object ( [term_id] => 728 [name] => Social Media Monitoring Resources [slug] => social-media-monitoring-resources [term_group] => 0 [term_taxonomy_id] => 729 [taxonomy] => capabilities [description] => A collection of advice on how social monitoring can help you spot trends and keep tabs on your competition. [parent] => 0 [count] => 59 [filter] => raw )
Monitoring & Tracking
WP_Term Object ( [term_id] => 733 [name] => Social Media News and Trends [slug] => social-media-news-trends [term_group] => 0 [term_taxonomy_id] => 734 [taxonomy] => updates [description] => Get the scoop on social news and trends, plus expert analyses, advice, and hacks for joining the most important conversations. [parent] => 0 [count] => 175 [filter] => raw )
News & Trends

See Zoomph In Action

Talk to one of our specialists who will help you measure insights and maximize your sponsorship growth efforts

New Balance’s Next Grand Slam

September 11, 2019

This past weekend saw the conclusion of the final grand slam tournament of the 2019 tennis season. Congratulations to rising star Bianca Andreescu and absolute legend Rafael Nadal on their respective singles championships! However, they… Read More

A Legend and a Breakout Star: A Social Summary of the US Open

September 11, 2019

What a weekend it was at the US Open! Over the weekend we witnessed a first-time Women’s Champion where 19-year old Bianca Andreescu outlasted a comeback from the legend Serena Williams to hoist the trophy for the… Read More

New Instagram Story Analytics Now In Zoomph

August 28, 2019

This year, our team has released several platform updates to adapt to the new Facebook and Instagram integrations to continue to provide the content and insights you need, as well as enhance the data in… Read More

College Football Kickoff 2019 Social Analysis

August 26, 2019

The Camping World Kickoff took place this past weekend, marking the official start to the 2019 college football season. With an exciting rivalry game between University of Florida and University of Miami, we used Zoomph… Read More

All Posts