Sotrender is happy to present the 17th edition of Fanpage Trends UK – the first report analyzing brand communication on Facebook in the UK. We analysed reach, engagement, customer service, and content on Facebook in 11 integral industries. What are the biggest UK Facebook Pages? Which of them is the most successful at engaging fans and followers? Read the report and broaden your perspective on the social media landscape in the United Kingdom.

The report contains data for 11 different industries present on Facebook in the UK. These are: All UK Brands, Alcohol, Banks, IT/Electronics, Beverages, Beer, Politics, Retail, Cars, Sweets, and Telecommunication.

The best performing profiles

Surprisingly, this December was not as dominated by successful Christmas posts as you would think. Only one post about Christmas was in the top 5 most engaging posts ranking. Movie trailers and an uplifting football post were the most successful ones this month.

The top post was a video made by Sunderland AFC, sharing a video of Bradley Lowery, a Sunderland fan with neuroblastoma, taking the pitch for the football team. The video is a heartwarming look at the football team doing something nice for child with an unfortunate amount to deal with. Which got the attention and engagement of a lot of Facebook users. Bradley was part of a very successful post a few months back, and his popularity hasn’t decreased just yet. Heartwarming posts are sure to get you a lot engagement, if done right and honestly.

The following second and third top performing fanpage posts this December we’re trailers for upcoming films. A trailer for Alien: Covenant and Spider-Man: Homecoming got tons of engagement. They didn’t do anything special or use and powerful techniques though; they’re just really popular franchises making a comeback.

The most engaging and the fastest growers

There were a few changes in the rankings for the big growers and engagers. The biggest grower this week was Alien Movie UK, being the biggest new profile in December. Coca-Cola and Red Bull Racing filled out top 3 spots, respectively.

The biggest engagers were lead by boohoo.com, again reaching the top of the ranking. Asda was the second most engaging, and Ellie Goulding was third. Facebook has a lot of room to engage users, which you can see from the top engagers this month. A beauty page, online store page, and music artist page all made the top rankings, meaning that any brand can do it if done right. Even yours.

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