Social Media Analysis: Social Medial Platform Number of Followers

Hindustan Unilever Limited (HUL) uses social media to connect with customers rather than just see them as revenue sources. HUL has a significant social media presence, with over 500k Facebook fans, 10k LinkedIn followers, and 97.7k Twitter followers. An analysis of HUL's Facebook, Instagram, and Twitter activities over the past 30 days found that Instagram had the highest engagement rate of 2.51%, while Facebook had the lowest engagement rate of 0.014%. HUL posted more on Instagram and saw steady follower growth across platforms, but could improve relating to followers through its Facebook posts.

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Social Media Analysis: Social Medial Platform Number of Followers

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Kartik Singh

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Social Media Analysis

Hindustan Unilever Limited being one of the largest FMCG brands in the country has envisioned
a primary goal of reaching the digital savvy citizens. Being a company with 85 years of legacy,
the company has managed to keep pace with the changing digital technologies. The idea behind
their social media presence is to connect with the customers and create a deeper meaningful
connect with them rather than just viewing customers as revenue generating agents.
The presence of Hindustan Unilever Limited on different social media platforms can be
portrayed using the following numbers:

Social Medial Platform Number of Followers

505k

10.3k

97.7k

It is evident that HUL has a significant following on Facebook with 505k fans followed by Twitter and
Instagram. They have tried to build a relationship with its online community. Let us deep dive into how
HUL is performing on these individual platforms. The following numbers are representative of HUL’s
activities on social media platforms in the last 30 days.

1) Facebook
Facebook is the social media channel with maximum likes for HUL.
HUL shared a total of 6 posts in the last 30 days with a post engagement total of 414. This leads to an
engagement rate of 0.014% which is lower than its competitor FMCG brands including Brittania and
Patanjali. The posts include content on Uniliver Leadership Internship Program, LIME Season 12, Uniliver
India Future Leaders Program(UFLP) among others.

Top words used in these posts were:

 HUL – 10 times
 Work – 7 times
 Uniliver- 5 times
 Day – 5 times
 Leader – 4 times
It is evident that the number of likes have declined over the period of last 28 days. The low
engagement rates are also an indication that HUL with its post on Facebook has not been able to
relate with its followers during this period.

2) Instagram

Instagram is the social media platform with the highest engagement rate at 2.51% for HUL. The
number of posts on Instagram was 10, which is higher than their posts on Facebook. The posts
include content on Uniliver Leadership Internship Program, LIME Season 12, Uniliver India
Future Leaders Program(UFLP) among others.
The top hashtags used duting this period were:
 #uniquelyunilever – 9 times
 #powerofu – 9 times
 #lime2020 – 3 times
 #uflpgraduate – 2 times

The number of followers for HUL has also been rising on Instagram and saw a steady growth
over this period.
3) Twitter

Twitter has been another important social media platform for HUL. With a following of 97.7k
HUL tweeted 7 times in the last 30 days. The content shared on Twitter was also similar to
Facebook and Instagrams.
Top words on Twitter included:
 DM – 77 times
 Request – 70 times
 Connect – 67 times
 Assist – 45 times
 Details – 43 times

The number of followers on Twitter also increased over this period steadily.