P12 SOCIAL MEDIA STATISTICS

12/01 - 12/28
METRICS|Overview
*Please Note* As previously stated, questions around key performance metrics such as likes, impressions, comments, page followers and more, are driven and largely affected by Ecommerce Paid Ads. This is because
more than 90% of our audiences only see Ecommerce Ads on average. In order to see vast improvement in performance metrics across channels, BevMo should consider pushing for a cohesive paid and organic
strategy that works towards the same goal.

With the exception of Facebook Paid, all Instagram and Twitter Paid Ad Metrics are not reflected in the above
results. Separate reports have been provided for Paid PureRED managed Campaigns.
FACEBOOK |Top Performing Post

Total
Organic Reach 10,620
Total 83
Reactions
Total 29
Comments
Shares 7
INSTAGRAM |Top Performing Post

Total
Reach 3,504
Likes 88
Comments 7
Profile Visits 16
Saved 2
Shared 13
TWITTER|Top Performing Post

Total TWEET
Impressions 5,706

Total 24
Engagements
Likes 6
Link Clicks 4
SOCIAL| Observations
OVERALL — Results for P12 are consistent with previous findings. New Product Posts and Influencer Content continuously outperforms other
content. With the onset of 2020, new changes are expected to roll out across major social platforms. While these changes are intended to create
more opportunities for conversion, they also make it increasingly difficult to drive results via unpaid mediums. But the key to a successful social
media strategy will remain the same. A trusted brand presence that’s supported by relevant visual and content storytelling is foundational to any
successful plan.To stay competitive in 2020, we recommend an organic and paid social strategy that utilizes video, content storytelling and
influencer marketing that builds brand awareness and drives conversion.

FACEBOOK

•The highest performing post on Facebook was the Game of Thrones post which earned 10,620 Organic Reach, 83 Reactions, 34 Likes, 29
Comments and 7 shares.
• Facebook is expected to roll out a few changes in 2020 including expansion in Augmented Reality, Virtual Reality, Facebook Watch, Cross
Platform Integration, etc. Many of these changes are intended to make Facebook a better platform for Ecommerce, as well as create more
platforms where businesses can run ads.

INSTAGRAM

• The Highest performing post on Instagram was the Kate Hudson Post which earned 3,504 Organic Reach, 7 Shares, 88 Likes, 16 Profile Visits,
2 Saves.
• A recent report reveals that Instagram user growth has dropped to single digits for the 1st time ever. This could impact the amount of user
engagement (and/or organic followers) BevMo gets during 2020 when compared to YoY.
• In general, engagement rates on Instagram remain the highest compared to Twitter and Facebook. Audiences remain motivated to mention, tag
and include BevMo in personal Stories, suggesting that BevMo has a positive brand perception on Instagram.
• Instagram has been testing hidden likes over the last few months. There is much debate about how hidden likes will affect marketing efforts, but
this will undoubtedly put more pressure on businesses to create content that sparks user comments as a success metric.

TWITTER

• Top performing post for Twitter was the Kate Hudson Post which earned 5,720 Impressions, 24 Total Engagements, 6 Likes, 4 Link Clicks.
• Since PureRED took over, no customer acquisition program has been instituted organically or on paid, resulting in overall stunted growth.
Twitter Best Practices recommends a mix of organic and paid initiatives to see improvement overtime.