A report issued by Mintrics on the best-performing brands across four sectors in Ramadan placed Vodafone at the top of the telecommunications sector, while Pepsi topped fast-moving consumer goods (FMCGs), Mountain View the real estate sector, and Banque Misr the banking sector.
According to the report, Vodafone has the highest number of Facebook and YouTube videos, as well as the most views on both Facebook and YouTube.
Pepsi received the highest engagement rate and the lowest number of videos, making it the most interactive across all sectors on Facebook and YouTube, followed by Orange.
By comparing three brands that published video content on Facebook and YouTube since the beginning of Ramadan (Telecom Egypt, 57357 Hospital, and EG Bank) to the three most viewed brands (Etisalat, Vodafone, and Orange), the report reflected that Telecom Egypt published 1.2 times more videos than Vodafone and Etisalat combined, but realised only one-sixth of their views.
Etisalat, meanwhile realised the same engagement rate as 57357 Hospital, but with 60% fewer videos.
According to E3langy, these results show that audiences are more interested in good content rather than a large number of videos, as the companies with fewer videos but better content had better performance compared to companies with more videos but subpar content.