This was one of the findings revealed by Tania Yuki, founder/ceo of Shareablee, a digital/social analytics consultancy, at the Advertising Research Foundation's Industry Leader Forum in New York.
She explained that Shareablee has developed a tool that measures the cross-platform social performance of over 55,000 brands daily and which "provides brands with a data-driven playbook that reveals the evolving rules, ROI factors and motivations of their social media customers – as well as the engaged fans of competitors".
And when Shareablee dug down into Hispanic-American brand engagement on Facebook, it discovered that BelVita had the greatest staying power, engaging 43% of this audience. (For more, including which brands overindex with Hispanic consumers, read Warc's exclusive report: Mondelez tops US Hispanic-American social-media brand index.)
That was, however, the only Mondelez brand to appear in the Shareablee top ten. A more consistent performance came from Procter & Gamble, the FMCG business, with four of its brands featuring: Oral-B (31%), Clairol (30%), Pepto-Bismol (29%) and Gillette Venus (28%) occupied fourth to seventh places.
Above P&G's brands were Lancôme's L'Oréal (34%) and Johnson & Johnson's Aveeno (33%), in second and third places respectively.
Yuki also disclosed that Hispanic-Americans averaged 1.6 online "actions" – defined as sharing content generated by brand communications – compared with 1.3 for the total US audience engagement with television programming.
Moreover, an audience-loyalty index demonstrated that Hispanic-Americans were 19% more likely to re-engage, month over month, than the average US TV-network social audience.
Yuki noted that if a brand was paying to activate a person for the first or second time, it was important to know they would come back to engage again – "that you're not just having to pay to get them to do something the first time every single time".
Data sourced from Warc