Indian brands perform much better in terms of engagement on social media than global brands. While Indian brands scored 24.83% in terms of engagement on social media globally it is 19.43% according to according to Social Media Engagement for Brands 2014 study by Ideate Labs. Some of the industries in India which perform better in terms of engagement include retail, auto, media, IT and healthcare. While in retail sector Indian companies scored a far better 68.4% in comparison to global companies which scored 12.5% in terms of engagement. IT scored 60.6% in terms of engagement on social media in comparison to 9.5% globally. Healthcare was 30.6% in India in comparison with 22.2% globally. In media Indian companies were much better in terms of engagement which was 18.0% in comparison to a negative 32.9% globally. Automobile sector engagement in India was 15.8% in comparison to 5.5% in the globe. However, sectors that did not perform well in terms of social media engagement included electronics, fashion, finance, food, services, telecom and travel.
Matrimonial brands Shaadi.com, Bharat Matrimony and Jeevansathi.com were amongst the top 10 most shared brands, while Mahindra Group is the most social savvy brand with five brands Scorpio, Xylo, XUV, Mahindra Adventure and Club Mahindra in the top 120 pages in India.
Comedy Nights with Kapil scored the highest in terms of engagement in social media. The show on Colors had 190,000 engagement per post on an average and scored 1.183% engagement per post.
The family genre of content from mainly TV broadcasters scored four times more than the industry average in terms of social media engagement. The five brands consisted of Comedy Nights with Kapil, Satyamev Jayate show of Star India, the channels Colors, Bindass and 9XM. Of the total posts of 6,961 the responses for the posts were 273 million and received 10.8 million total shares.
The research also showed that an average Indian post performed three times better than a global post in terms of the engagement with its audience. Indian fan pages are shared four times more than global posts, this is given that Indian fan base is 20% of the size of global pages.