SMS 500 Newsletter - December Edition
Greetings! Welcome to the December 2023 edition of our Social Media Statistics report for the SMS 500, where we analyse the follower counts of 500 prominent brands across six popular social media platforms. This allows us to assess historic growth and draw comparisons. This is proprietary information, subject to copyright, which is being shared free of charge, please do not share it outside your organisation. Moreover, please do not publish any of our data. If you would like a detailed analysis of your brand or one of your competitors, please contact Vishruth Setty at Vishruth.setty@rarelyheardvoices.com.
Top 10 Brands: Overall Followers
Starting with an overall view, find enclosed the table illustrating the top 10 brands, ranked by the total number of followers across all social media platforms.
- Nike experienced substantial growth with 60,179 new followers in December and an impressive 15.50% increase in Year to Date followers.
- Victoria's Secret maintained steady growth, adding 169,183 followers in December and achieving a 2.07% Year to Date variation.
- Louis Vuitton demonstrated robust performance, gaining 134,747 new followers in December and achieving a significant 14.01% Year to Date growth.
- For Zara, a strong presence was marked by 564,864 new followers in December and a notable 10.87% Year to Date variation.
- Chanel showcased consistent growth, adding 177,690 followers in December and achieving a 6.75% Year to Date increase.
- H&M showed moderate growth, gaining 71,973 followers in December, contributing to a 0.36% Year to Date variation.
Top 20 Brands: Overall Followers
Expanding our overview, the following table displays the top 20 brands by total follower count.
- Nike led with a substantial December-November variation of 60,179 followers, contributing to an impressive 15.50% Year to Date growth.
- Victoria's Secret demonstrated consistent growth, gaining 169,183 followers in December, resulting in a 2.07% Year to Date variation.
- Louis Vuitton maintained a strong presence, adding 134,747 followers in December and achieving a significant 14.01% Year to Date growth.
- Zara showcased robust performance, gaining 564,864 new followers in December and achieving a notable 10.87% Year to Date variation.
- Chanel exhibited steady growth, adding 177,690 followers in December, contributing to a 6.75% Year to Date increase.
- H&M experienced moderate growth, adding 71,973 followers in December, resulting in a 0.36% Year to Date variation.
Breakdown by Channel: Top 10 Brands
Our next segment dissects the individual platform champions. The included table details the top 10 brands with the highest total number of followers across individual social media platforms.
- Nike leads the pack with an impressive 306,923,125 followers and a substantial Year-to-Date % Variation of 17.66%.
- Victoria's Secret secures the second position with 76,341,612 followers, showing a significant Year-to-Date Variation of 1,432,212.
- Zara claims the third spot, accumulating 61,741,770 followers and experiencing a Year-to-Date % Variation of 11.25%.
- Chanel faced a slight decline of 18,168 followers in December, contributing to a negative Year to Date variation of -1.18%.
- Victoria's Secret experienced a decrease of 13,922 followers in December, resulting in a negative Year to Date variation of -1.37%.
- Nike showcased positive growth with an increase of 28,094 followers in December, contributing to a 2.93% Year to Date variation.
The Powerhouse Brand of the Month
The champion of champions, the #1 ranked brand, as determined by the total number of followers across all social media platforms, is showcased in the next table.
- TikTok saw Louis Vuitton gaining 100,000 followers in December, adding to an impressive 81.25% Year-to-Date variation.
- On Instagram, Nike gained 666,520 followers in December, showcasing consistent Year-to-Date growth of 17.66%.
- On Facebook, Shein maintained its follower count in December, resulting in a minimal Year-to-Date variation of 0.99%.
Biggest Movers of the Month
The next part of our report sheds light on brands' performance changes this month. The brands with the highest increases in follower count for December are listed, supported by a table.
- On TikTok, Adidas gained 300,000 followers in December, reflecting a 5.36% increase.
- Twitter saw Nike gaining 28,094 followers in December, resulting in a minor 0.28% increase.
- On Facebook, Dr Martens experienced significant growth, adding 712,695 followers in December, marking a notable 31.16% increase.
Top 5 Brands: Follower Growth by Channel
To gain further insights, we present the top five brands with the highest growth in followers by channel. Each category is represented with a table.
- In November to December, Dr. Martens significantly increased its follower count by 712,695, resulting in a notable 31.16% growth.
- Saint Laurent experienced a moderate growth of 100,000 followers in November to December, reflecting a 2.86% increase.
- Ulta Beauty gained 25,107 followers during the period, contributing to a 0.68% growth.
- In November to December, Louis Vuitton experienced a notable increase of 410,000 followers, reflecting a significant 10.07% growth.
- Pretty Little Thing observed substantial growth, gaining 79,000 followers, marking an impressive 25.57% increase during the specified period.
- Rolex exhibited a noteworthy increase of 70,000 followers, contributing to a substantial 4.52% growth in November to December.
Year-to-Date (YTD) Analysis:
Lastly, our Year-to-Date (YTD) analysis highlights the top 10 brands with the highest follower count changes overall by channel.
- Shein continues its remarkable growth, amassing 6,700,000 followers with a significant Year-to-Date % Variation of 34.00%.
- Dior secures the second position, gaining 108,200 followers and an 18.34% Year-to-Date % Variation.
- Nordstrom maintains a steady presence with 5,400,000 followers and a 1.89% Year-to-Date % Variation.
- Louis Vuitton retained its leading position, accumulating an impressive 5,200,000 followers and achieving a remarkable 81.25% year-to-date variation.
- Dior secured the second position, adding 4,100,000 followers and achieving an outstanding 128.13% year-to-date variation.
- Zara maintained a robust presence, amassing 3,800,000 followers and achieving a commendable 63.33% year-to-date variation.
Social Media Mix by Channel
The below section showcases the total followers across all brands on various platforms for the month of December. As you can see, Instagram wins the race for the social media followers by a large difference. Instagram is a brand's favourite destination for interacting with their followers.
- Instagram continued its dominance with a staggering 2,101,898,791 total followers, marking a significant growth of 7,027,875 in December and an impressive year-to-date increase of 140,042,419, reflecting a strong 7.14% variation.
- Facebook maintained a robust presence with 1,381,753,657 total followers, experiencing an increase of 829,901 in December and a steady year-to-date growth of 11,522,090, translating to a 0.84% variation.
- TikTok showcased remarkable popularity, accumulating 156,649,232 total followers. The platform witnessed a substantial growth of 4,141,559 in December and an outstanding year-to-date variation of 52,333,861, representing a remarkable 50.17% increase.
- Instagram maintained its dominance throughout the year, concluding December with a staggering 2,101,898,791 followers. The platform experienced steady growth each month, with a total increase of 140,042,419 followers in 2023.
- Facebook maintained a robust presence with 1,381,753,657 followers. Although the growth was relatively modest, the platform consistently retained its audience throughout the year.
- TikTok showcased remarkable popularity, concluding December with 156,649,232 followers. The platform experienced substantial monthly growth, ending the year with an outstanding total variation of 52,333,861 followers.
Top Movers overall - Year to Date
The below data showcases top 10 brands which have grown the highest across all the platforms from the start of the year.
- Nike maintains its top position with an impressive 362,781,019 followers and a notable Year-to-Date % Variation of 15.50%.
- Shein secures the second spot, showcasing the highest Year-to-Date % Variation at 22.05% with a follower count of 78,691,277.
- Louis Vuitton claims the third position, accumulating 106,205,919 followers and demonstrating a robust Year-to-Date % Variation of 14.01%.
