Competitor Analysis including performance of Engagement, Share of Voice and best posts
We analyzed a selection of popular Spanish Retail brands with a strong presence in Social Media to discover the best practices for this past summer.
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BIGGEST COMMUNITY: Chollometro
BEST ENGAGEMENT: Primor
MOST ACTIVE: Game
Chollometro is the leader on Twitter with a Share of Voice of 35%, mainly thanks to his huge community of nearly 1 million followers.
Primor still has a very small community of followers but it shows a very good potential thanks to its high engagement: however this brand should definitely publish more content to align with the average of 4 tweets/day.
In the graph of interactions (see above) we can notice some peaks of activity of Chollometro, mainly retweets, expressing the high virality of its content.
Number of Retweets (Summer 2022)
The brand growing faster during summer (despite the small number of followers) is Primor (+7%) followed by Casa del Libro (+4%) , while the rest of brands struggle to gain a significant number of new followers.
Followers and Growth (Summer 2022)
Twitter is a very important social customer care channel: Mercadona stands out with nearly 50 daily conversations to attend issues and requests from its followers.
Daily conversations (replies and direct mentions) with the followers (Summer 2022)
Tracking the number of mentions is a way to assess brand awareness: Mercadona, El Corte Inglés and Carrefour are the most popular brands with tens of thousands of mentions during this summer.
Number of mentions (Summer 2022)
Here we present the Top Tweets for this summer together with the most popular topics and hashtags.
Analyzing the keywords we can see reference to some successful summer contests, especially those organized by Chollometro with viral tweets with more than 10 thousand retweets.
Top Viral Tweets (most retweeted, Summer 2022)
LEADER: Druni & Westwing
BIGGEST COMMUNITY: Westwing
BEST ENGAGEMENT: PCComponentes
MOST ACTIVE: Westwing
CHALLENGER: Futbol Emotion
Druni and Westwing have very similar results of Share of Voice (17-18%) even if the two brands adopt very different strategies. Westwing has a very big community of followers (double size compared to Druni) and publishes a lot of content (>10 daily posts) but, unfortunately, the engagement is the lowest of the whole category. Druni nails the right mix of community size, frequency of publication and engagement to gain leadership.
PcComponentes stands out for its very good engagement, but the number of followers and the frequency of publication are too low to really compete with the top brands on Instagram.
Futbol Emotion is adopting the right strategy in terms of frequency of publication and generating content with good engagement, they only need to grow their community size.
Here below you can find the best posts and the hot topics of the summer on Instagram.
BIGGEST COMMUNITY: Carrefour (Global Page)
BEST ENGAGEMENT: Mercadona
MOST ACTIVE: Chollometro
Carrefour is the leader on Facebook, mainly thanks to its big community size.
Mercadona has the best engagement but both the community size and the frequency of publication are too low to be really competitive.
PcComponentes has a good balanced strategy with a good potential for success (Normalized Share of Voice = 25%) , they need to gain more followers to compete.
Here below are some examples of the best posts on Facebook.
LEADER: Leroy Merlin
BIGGEST COMMUNITY: Futbol Emotion
BEST ENGAGEMENT: Chollometro
MOST ACTIVE: Lidl
CHALLENGER: Casa del Libro
Leroy Merlin, despite not having a particularly high number of subscribers, is the leader on YouTube with nearly a 50% of Share of Views. It looks like these views arise from older videos (or some Paid campaign) and not really from videos published during this summer.
Futbol Emotion doesn’t take advantage of its big community size to generate a relevant number of video views.
Chollometro is the YouTube channel with the best engagement: proportionally to the low views count the channel gets quite a lot of interactions.
Lidl stands out for its activity, publishing more than a daily video, even if that’s not enough to gain the pole position.