This chart shows how savvy brands are pulling away on social networks
Data Courtesy of eBench
Astute observers of social media understand that social networks are governed by network effects.
While studying category dynamics over at eBench, the team noticed an interesting trend happening across a variety of categories (Beauty, Prestige Autos, Food, etc.).
Network effects predicted that brand leaders don’t just grow faster, they tend to pull away from the rest of the category on social networks.
Indeed, size explains a large amount of growth–up to 85% in socially mature categories.
This means that today’s growth on a social network is in large part due to the fact that a brand invested YESTERDAY.
In my next post I’ll highlight some guiding principles that digitally savvy brands are leveraging to become category champions–like MAC Cosmetics in this chart.