Data Tools

Social Platforms 2019

As an update to last year’s methodology, Gartner L2 benchmarked brands
 based on their social media content strategies. This includes adoption of social video formats (Awareness) versus their commerce and customer service feature integration (Purchase), which features shoppable content. Brands were then plotted on a two-dimensional grid into one of four distinct quadrants: Leaders, Awareness Drivers, Purchase- Oriented and Laggards.

View the Social Platforms 2019 Intelligence Report

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Key
Leaders

Leaders (6%) are skilled at both maintaining user interest in their social media content through cohesive messaging and experimenting with new commerce-focused features. These brands make their social media presence a one-stop shop where users can enjoy content, peruse products through direct links to e-commerce sites, and raise inquiries to customer service lines. Specialty retail and beauty brands dominate here, including long- standing social media mavens such as Ulta and newer digitally adept brands like Fenty Beauty.

Awareness Drivers

Awareness Drivers (22%) focus on creating engaging content that resonates with users and reinforce social messaging through tactics like partnering with a roster of influencers with varying follower sizes. Brands in this category are intent on enhancing brand image through social media and devote less focus on commerce- or customer service- oriented features. These brands capitalize on new features, such as IGTV, and consistently post on popular formats like Instagram Stories. Auto, activewear and fashion brands dominate this archetype.

Purchase-Oriented

Purchase-Oriented (15%) are dedicated to providing users with a seamless path to purchase through their social platforms, which contain strong representation of big box and department
store brands. These brands not only utilize the newest commerce features, like Stickers shoppable on Instagram Stories, but also create avenues on both Instagram and Facebook for user questions or comments. Brands in this category, like Best Buy and Kohl’s, also go the extra mile and employ chatbots on Messenger to facilitate consumer experience online.

Laggards

Laggards (57%) struggle with their content strategies and miss opportunities for linking to commerce or providing customer service options for users. Brands in this category include Malibu and Dove within the spirits, personal and home care sectors, which primarily rely on retail distribution channels.

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2019, n=397 Brands

Key
Leaders

Leaders (6%) are skilled at both maintaining user interest in their social media content through cohesive messaging and experimenting with new commerce-focused features. These brands make their social media presence a one-stop shop where users can enjoy content, peruse products through direct links to e-commerce sites, and raise inquiries to customer service lines. Specialty retail and beauty brands dominate here, including long- standing social media mavens such as Ulta and newer digitally adept brands like Fenty Beauty.

Awareness Drivers

Awareness Drivers (22%) focus on creating engaging content that resonates with users and reinforce social messaging through tactics like partnering with a roster of influencers with varying follower sizes. Brands in this category are intent on enhancing brand image through social media and devote less focus on commerce- or customer service- oriented features. These brands capitalize on new features, such as IGTV, and consistently post on popular formats like Instagram Stories. Auto, activewear and fashion brands dominate this archetype.

Purchase-Oriented

Purchase-Oriented (15%) are dedicated to providing users with a seamless path to purchase through their social platforms, which contain strong representation of big box and department
store brands. These brands not only utilize the newest commerce features, like Stickers shoppable on Instagram Stories, but also create avenues on both Instagram and Facebook for user questions or comments. Brands in this category, like Best Buy and Kohl’s, also go the extra mile and employ chatbots on Messenger to facilitate consumer experience online.

Laggards

Laggards (57%) struggle with their content strategies and miss opportunities for linking to commerce or providing customer service options for users. Brands in this category include Malibu and Dove within the spirits, personal and home care sectors, which primarily rely on retail distribution channels.

Average
Average Line