Facebook Fan Pages are a telling sign of what’s popular. And the January 2010 statistics reveal the expected and the unexpected.
Michael Jackson leads the top 30 with 10,551,163 fans. Vin Diesel, Barack Obama follow. On the branded front (not that Michael Jackson isn’t a brand), Starbucks still leads with 5,331,423 fans. Coca-Cola is next with 4,103,026. Then Skittles with 3,555,983 fans.
Ranked #25 is Nutella. The hazelnut spread is apparently causing millions of Facebook users to join in the conversation.
As buzz.io writes “it’s safe to assume that most of the fans are from Europe but the craziest thing about Nutella’s high ranking is that it doesn’t advertise. Well, that’s not true; they spent $300,000 on media last year, which is pretty much equivalent to nothing. Here’s the impressive part: their Facebook page was created by a fan, Nutella has 5 million Google search results, there are 5,000 videos on Youtube featuring Nutella, and there are 17,000 photos featuring Nutella on Flickr.”
As ThreeMinds suggests ‘nobody really knows’.
Possible Reasons
Social media buzz experts credit Nutella's Facebook popularity to these characteristics:
1. It's European and people think Nutella is cool.
2. It reminds people of memories/trips to Europe.
3. It has such a unique taste. And oh yeah, it's too good to be true.
Then there’s World Nutella Day. The disclaimer says “nutelladay.com does not represent official views or opinions of Ferrero, S.p.A.”.
It seems to me that this what social media is all about when it comes to creating true conversations about brands among its fans. It starts with its fans. And there are serious Nutella fans in Québec.
Quebeckers and Nutella
We do not have sales data for Nutella in Québec nor do we have data on Nutella Facebook fans in Québec. However, it’s clear Quebeckers are huge fans of the stuff.
According to PMB 2009, Quebeckers are significantly more likely to consume nut-based spreads. There are proportionally more heavy users of peanut butter in Québec. But the difference in reported consumption of hazelnut spread is striking. 8% of Canadians outside Québec used a hazelnut spread in the last month compared to a 21% of Quebeckers. So now you know where the Nutella fans are in Canada.
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