Alcohol brands witnessed a 327% spike in social media engagement in March, with consumers keen to engage with those donating money or resources to help during the covid-19 pandemic.
According to data from social media analytics platform Listen First, social engagement with alcohol brands has risen “far more” than other sectors during the covid-19 crisis.
Listen First analysed 284 alcohol brands alongside 22 other brands, such as healthcare brands, and compared social engagement scores by measuring the volume of post responses and fan growth across Facebook, Twitter and Instagram, plus hashtags or handle mentions on Twitter.
The research showed that in March 2020, social engagement was up by 326.51% compared to March 2019.
It also noted that eight out of the 10 top-performing posts by alcohol brands all addressed coronavirus in one way or another.
The most successful social media post by an alcohol brand in March this year was a Facebook post by Diageo-owned Guinness, which generated 82,918 responses about the brand donating US$500,000 on St Patrick’s Day (17 March).
Tito’s Handmade Vodka attracted 31,487 responses to a Facebook post about its production of hand sanitiser.
Furthermore, Fireball Cinnamon Whisky received 24,450 responses to a post about its US$400,000 pledge to a tip jar fund for bartenders in financial hardship during the pandemic.
Tracy David, chief marketing officer, Listen First, said: “Given the number of normal activities that have been taken away from consumers, people are especially thankful that they’re still able to drink, which is a big contributor to why social engagement around alcohol brands has risen.
“However, brands like Guinness, Tito’s Handmade Vodka and Fireball are even further ingratiating themselves to the audience by posting about how they’re donating their money or resources.
“At a time when there’s so much depressing news going on in the world, people are even more receptive than usual to hearing about brands doing the right thing.”
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