Red Bull, Mahou, Ybarra, Ron Barceló and Coca-Cola, brands with the highest digital care share in great consumption in 2024

The Strategic Digital Marketing Consultant Epsilon Technologies has submitted the report Digital Attention Index (DAI) Footprint 2024 of great consumption, which analyzes the digital performance of the main brands of the sector in Spain in terms of digital care.

To prepare the report, Epsilon Technologies has analyzed 472 brands of great consumption and 1,587 digital profiles on various platformsincluding social networks, web traffic, applications and searches on Google. This analysis is synthesized in a single KPI, the digital attention index (DAI), which measures the interaction of users with brands in seven key digital ecosystems: Social Media, Social Listening, Web Traffic, Apps Traffic, Paid Media, Influencers and Search. This methodology allows CMOS to make informed decisions when correlating metric and engagement metric with real -time actionable insights

Top-40 ranking great consumption in digital care share (DAI)

«The Spanish digital market of great consumption is developing significantly, with more than 8,000 million interactions in 2024, 14% more than the previous year. And the most highlighted brands are the ones that mainly bet on the social media, web and external channel ecosystem, with focus, humanization and experientiality, ”he says Daniel Dévai, CEO de Epsilon Technologies.

A more efficient market

The report highlights the crucial role of social networks, which continue to be essential in the sector, although with Optimized strategies. Brands have reduced the amount of published content and have opted for the Strategic co-creation with content creatorsthus improving market efficiency.

Las 472 analyzed FMCG brands accumulate more than 89 million total social networkswhich is a 25% increase compared to the previous yeardespite the fact that your Total activity descends 14% with 87,473 posts on social networks. Even so, they manage to grow more than 45% in efficiencyy Increase total views 27%.

MAIN CONCLUSIONS OF THE STUDY:

• Instagram and Tiktok dominate in engagement and views, with experiential and hyperrealist content.
• Facebook and X lose relevance, adding only 5% of the total digital attention quota.
• The user rewards the content adapted to the vertical, dynamic and close format.
• Collaborations are the type of content that generates the most engagement for brands.
• Humor, street marketing and product insights are the most successful formats in networks.
• In Tiktok, Behind The Scenes and experientiality in events mark the trend of the generated content.

Download here he Digital Attention Index (DAI) Footprint 2024 en Gran Consumo 2024