7 May 2014 | Tanya Goodin

Britain’s top digital brands see YOY growth of up to 534%


Here at Tamar, we focus and specialise in digital brands. Not only do we love working with digital brands, we like to see them growing and expanding online – which is why we created our BrandLove series back in 2011.

Now in its fourth year, our latest BrandLove infographic is released today – and as in previous years, it paints an intriguing picture of Britain’s best-loved digital brands – with some surprising results.

As in prior years, the research takes a look at Britain’s biggest and best-loved digital brands, with a particular focus on how their social communities are growing. As well as the major platforms Facebook and Twitter, YouTube, Pinterest and Instagram are also included – giving a good all-round picture of how these brands are using social media.

The brands’ community size is compared to the same period last year to give an overview of their year-on-year growth – allowing us to highlight not only which brands have the biggest communities, but also which brands are growing at a fast-pace.

Back in 2013, the fastest-growing brand was Surfdome with a staggering 513% growth – but it’s all change in 2014, with Surfdome knocked down to 12th place, with just 88% growth year-on-year.

This year’s top spot goes to clothing store MandMDirect with 534% growth year-on-year – a huge improvement on their 2013 result, when they failed to make the top 25. MandM have seen huge community growth over the past 12 months, though their total community size is still a lot smaller than some of the other brands on the table.

Other brands to see impressive movements in the table this year include Not on the High Street (up 18 places to 3rd with a growth of over 300%), MyProtein (up 14 places to 8th) and new entries Pro-Direct, HQHair, Very and PrezzyBox.

So what has led to the growth being seen by the brands doing well in our research? Well, there are a number of factors at play – but underlying all of them are brands who are taking social media seriously.

Obviously there are a number of factors that can help this growth – for some the boost was helped by above-the-line exposure (as may be the case with MandM direct and their sponsorship of the Simpsons), for some it was purchase by a bigger group (Not on the Highstreet) and in several examples it may be down to a parent company who clearly takes social more seriously (MyProtein, FeelUnique and Pro-Direct are all part of the Hut Group).

Despite the challenging economic climate these past few years, the brands we monitor for BrandLove have seen a cumulative increase in their communities of over 240%, with over 17 million new followers between them.

The question of whether these brands are monetising this huge growth in their social communities is one for them…

Tanya Goodin

Tanya Goodin

Founder of Tamar