The 2020 report provides analysis of over 439 million social media posts generated by more than 4 million online influencers.
- Highest Average Share of Voice (SOV): Rice Krispies averaged 26.1% share of voice (SOV) based on total influencer content volume over the 12-month period, followed by Pebbles at 17% SOV.
- Highest Organic Content References: Rice Krispies was mentioned organically by influencers in over 11k posts during the 12-month period, followed most closely by Pebbles, which was mentioned in nearly 8k posts.
- Highest Sponsored Content Posts: Cheerios surpassed all other cold cereal brands in terms of the count of sponsored influencer posts by the brand or third parties. Cheerios had 2x the volume of sponsored content when compared to the next most prolific brand, Pebbles.
- Most Common Co-brands Named: Oreo was the most common brand name mentioned by influencers alongside Rice Krispies. 7.24% of all influencer content mentioning Rice Krispies also mentions Oreo.
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