FEBRUARY DIRECT SELLING MOMENTUM INDEX

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.