As we can see in the image, Thermomix maintains a wide margin of difference with the rest of the brands. Preponderance that is based, according to the study, on the creation of content on the networks in the form of recipes or contests.
Recipes, which also serve to promote the specific products used in their preparation, accounted for 45% of the top 3 brands' engagement . On the other hand, contests, which are generally used to generate greater brand exposure, generated an estimated 39% of the engagement .
These strategies have proven to offer good results for denmark business email database brands in this sector, which managed to reach nearly 5 million interactions on their networks by 2020. Interactions that were generated from 19,280 publications by brands within the sector on different social networks. Likewise, the value-added content strategy achieved a high rate of virality, increasing the visibility of the brands.
Instagram is one of the most used social networks in the West for social commerce, due to its great visual impact and versatility. This situation is confirmed by the results of this study, which shows the Facebook subsidiary as the preferred social network for companies in the sector, having accumulated 75% of user interactions with the different brands.