"OneSight: 2024 Q3 BrandOS TOP 100 Overseas Brand Social Media Influence Ranking" is a list compiled and released by OneSight regarding the performance of Chinese overseas brands on social media platforms. The report analyzes a large amount of data to rank and analyze the social media influence of overseas brands, and provides corresponding marketing recommendations for different industries.
1. Introduction to the Ranking
- Scoring Criteria: BrandOS scores are based on the core demands and development characteristics of Chinese overseas enterprises, quantifying the operational status of overseas social media, and are calculated based on the massive data of Chinese overseas brand homepages on major overseas social media platforms collected by OneSight.
- Data Sources: Data comes from public data on Facebook, X (formerly Twitter), Instagram, and YouTube platforms from July 1, 2024 to September 30, 2024. All selected brands are Chinese enterprises and have a homepage on at least one of these platforms.
2. Ranking Content
- TOP100 Overall Ranking: The consumer electronics industry accounts for the largest proportion (34%), industrial manufacturing (15%) and gaming (15%) are tied for second, tourism services account for 13%, e-commerce accounts for 11%, and applications (non-gaming) and other industries each account for less than 10%.
- Subsector Rankings
- Application (Non-Gaming) TOP30: Brands such as Tencent Video, iQIYI, Mango TV are on the list, with an industry average score of 161 points, and a difference of 229 points between the highest and lowest scores.
- Consumer Electronics TOP30: Brands such as Xiaomi, TECNO, realme are on the list, with an average score of 244.3 points, making it the industry with the highest average score among the subcategories.
- E-commerce TOP30: Brands such as SHEIN, SHEGLAM, Temu are on the list, with an average score of 193.5 points, and a difference of 128.3 points between the highest and lowest scores.
- Industrial Manufacturing TOP30: Brands such as Haier, Hisense, MG Motor are on the list, with an average score of 198 points.
- Gaming TOP30: Brands such as Genshin Impact, Honkai: Star Rail, PUBG Mobile are on the list, with an average score of 213.5 points, and a span of 226.1 points between the highest and lowest scores.
- Tourism Services TOP30: Brands such as iChongqing, Hangzhou Charm, Discover Jiangxi are on the list, with an average score of 193.5 points, and a difference of 8.62 points between the highest and lowest scores.
3. Influence Analysis
- Changes in Industry Distribution: Compared to Q2, the proportion of consumer electronics and tourism services industries both increased by 4% in Q3, while e-commerce and industrial manufacturing industries each increased by 1%.
- Industry Scoring Situation: The average score of brands in the TOP100 ranking is 235.6 points, with the application (non-gaming) industry having the highest average score, followed by the gaming industry, and the consumer electronics industry ranking third. The average score of the TOP100 increased by 6.9 points this quarter, with the gaming industry seeing the largest increase.
4. Marketing Recommendations
- Strengthen Youth Online Safety Protection: Social platforms are taking measures, and overseas brand marketing should pay attention to users' mental health and convey positive messages.
- Utilize AI Features: AI features are popular on platforms, and overseas brands should incorporate them into marketing strategies, but use them with caution.
- Pay Attention to Legal and Policy Risks: Legal and policy risks are increasing, so overseas brands should be cautious when choosing platforms and pay attention to policy changes.
- Personalized Post Effects: Post effects are becoming more personalized, and overseas brands can use platform updates to design products and encourage users to share.
- Seize Advertising Opportunities: New advertising formats and promotional opportunities are emerging, and overseas brands can utilize holiday marketing-related advertising features.
5. Explanation of Scoring Indicators
- Core Platform Indicators: Includes 90-day, 30-day, and 7-day indicators for Facebook, X (formerly Twitter), Instagram, and YouTube, such as number of followers, follower growth, number of posts, number of interactions, etc.
- Data Sources: Specific statistics and methods for data such as number of followers, follower growth, number of posts, number of interactions, and calculation method for homepage age.
- Algorithm and Score Composition: Curves are drawn based on massive data from across the web, using distribution-oriented statistical methods to dynamically and intelligently adjust scores. Brand scores consist of a basic score and bonus points for excellent homepages.
