Over 25% of Energy Drink Consumers Watching Branded Videos
After a Bundesliga season which saw the Red Bull-backed team RB Leipzig finish second in their debut year, today’s Chart of the Day takes a look at how consumers of energy drinks engage with brands online.
Perhaps to be expected, visiting a brand’s website is the most popular activity, with 64% of Energy Drink Consumers doing so in the past month. Elsewhere, over a quarter have watched a branded video – a reflection of the time and money invested in producing compelling video content by Red Bull, Monster, Rockstar and other brands.
But what’s particularly interesting is that the biggest over-indexes are seen for the more direct and active behaviors. Energy Drink Consumers are around 50% more likely to be uploading photos/videos to a brand’s social network page each month and are similarly more likely to be sharing branded posts. Clearly, then, content pushed out on social by the energy drinks brands is likely to resonate strongly with parts of their customer bases.