DSN in partnership with Transformation Capital released the February Digital Momentum Index. Exiting the holidays, the full 100-company list saw increases in average monthly fan/follow growth and engagement across both platforms (Facebook and Instagram). Additionally, February saw an average increase in web traffic.
January’s publication received significant international attention, and we are very excited to announce that we are expanding our social media tracking globally. Next month’s issue will include the March’s Digital Momentum Index will contain both US Domestic and Global International rankings!
Feedback thus far has been overwhelmingly positive, and we had dozens of great conversations about the rankings and the Industry’s use of social media in general. We are excited to expand the report globally and look forward to continued learning with industry experts.
February’s Top 50 Momentum Rankings are:
| 1 | Primerica |
| 2 | MONAT |
| 3 | Melaleuca |
| 4 | Color Street |
| 5 | Plexus |
| 6 | Modere |
| 7 | Xyngular |
| 8 | It Works! |
| 9 | Scentsy |
| 10 | LegalShield |
| 11 | Younique |
| 12 | OPTAVIA |
| 13 | Tupperware |
| 14 | Paparazzi |
| 15 | EXP Realty |
| 16 | Beautycounter |
| 17 | PartyLite |
| 18 | LuLaRoe |
| 19 | Beachbody |
| 20 | Norwex |
| 21 | World Financial Group |
| 22 | Matilda Jane |
| 23 | Park Lane |
| 24 | Prüvit |
| 25 | Arbonne |
| 26 | RevitalU |
| 27 | Princess House |
| 28 | Le-Vel |
| 29 | Rodan + Fields |
| 30 | Maskcara |
| 31 | Nu Skin |
| 32 | Mary Kay |
| 33 | Avon (LGHnH) |
| 34 | Cabi |
| 35 | doTerra |
| 36 | Zurvita |
| 37 | LimeLife by Alcone |
| 38 | Young Living |
| 39 | Chalk Couture |
| 40 | Market America |
| 41 | Neora |
| 42 | Jafra |
| 43 | Usborne Books |
| 44 | Pampered Chef |
| 45 | Total Life Changes |
| 46 | Yoli |
| 47 | Shaklee |
| 48 | USANA |
| 49 | Herbalife |
| 50 | 4Life |
This is for the left hand side
What the Ranking Means
It is worth repeating that the Digital Momentum Index only compares single period/monthly changes (vs. year-to-date or a trailing month timeline), and so it is not uncommon to see a single member company make leaps or appear/disappear each month. A company who achieved +25 percent growth last month would have to continue growth atop that to maintain their rank. The index is intended to be a measure of “who saw significant social media growth in the last 30 days” rather than a long time leaderboard.
Our Efforts for Continuous Improvement & Accuracy
The amount of data available on Social Media and SOE / Web Traffic is both vast and ever changing, and we’re learning more about it every month. We launched the Rankings in Q4 2020 with intent to learn and collect feedback for a stable method in 2021, and we continue to learn and collect feedback. February rankings were calculated with the same data and weighting as January 2021 and December 2020, and we will make and announce any adjustments to the methodology quarterly.
Components
The list represents months of analysis across the three core pillars of social media marketing: web traffic & SEO analysis, Facebook activity, and Instagram activity.
Eligibility
A company is included in the Transformation Capital Direct Selling Momentum ranking when it has an active website, at least one active social media account, and at least 50,000 followers or fans for a single account (Facebook or Instagram).
As noted, our initial ranking methodology focuses exclusively on three primary drivers of online presence: web traffic, Facebook activity, and Instagram activity. We’ve aggregated roughly a dozen metrics from these three sources and assessed their change over the last thirty days in an attempt to measure the growth in a company’s online audience, or momentum.
A brief explanation of our proprietary methodology follows:
Web Traffic & SEO
We analyze basic web traffic statistics as a measure of general interest. These statistics seek to measure the number of individuals searching for, visiting, and clicking on links that direct them to the company’s domain. This domain includes the corporate website and (in most cases) the company hosted web pages for individual distributors. Additionally we analyze the number of third party sources referring internet users to the company website, as well as the number of associated keywords, branded phrases, or marketing jargon (hashtags, slogans, etc.) that are popular across the web. Assessing the change in these metrics over time creates an estimated increase or decrease in demand for the company across the web.
Facebook Activity
We gather a collection of metrics intended to measure thirty-day changes in both volume (count) and quality (engagement & communication with) of followers. Assessing the change in behavior on Facebook, we believe, is a valuable tool in determining improvements (or declines) of a brand’s social value.
Instagram Activity
As with Facebook, we focus on the thirty-day change of our metrics as a measure of social attention, or momentum, assuming a significant change in attention indicates changes in social interest and brand awareness.
A Note on Facebook vs. Instagram
Given varying target markets and consumer profiles, companies seem to often focus on Facebook or Instagram, rather than both. To ensure appropriate credit is given to the correct outlet, our metric analysis and momentum calculation consider which platform appears to be the primary for each company. As an example, if a company has 20,000 Instagram followers and 80,000 Facebook fans, all Facebook-related metrics will be weighted at 80 percent(80/100) of the total weighted social media metric score. Similarly, all Instagram-related metrics will be weighted 20 percent. Few companies do not have an active official Instagram account, and so their social media metric is based 100 percent on Facebook performance and changes. There are no companies in the list for which an official Facebook profile does not exist.
