At this point, most of the top brands have Google+ brand pages, but only a fraction of them are getting many visitors, according to two research firms.
BrightEdge found that 77 of the top 100 brands (as determined by Millward Brown’s Top 100 Most Valuable Global Brands 2011 list) now have G+ pages. In comparison, 93 of the top 100 have Facebook Pages. The total number of followers for those 77 brands is now 222,000 vs. 147,000 when BrightEdge took its first survey of G+ brand pages last month.
Meanwhile, Simply Measured, which looked at the Interbrand Top 100 Brands, found 61 had Google+ brand pages. However, only 13 of those top brands had followings of 5,000 or more, according to the researcher.
Among the standouts tracked by both: Starbucks quadrupled its followers over the past month while H&M and Pepsi each surpassed the 20,000 follower mark. Once again, Google had the most-followed brand page on Google+ with more than 100,000. (Simply Measured excluded Google’s brand page from results, arguing that it skewed the data.)
Brad Mattick, VP of marketing at BrightEdge, says the movement from 61 brands to 77 was a “big jump.” Mattick says he sees some momentum for Google+ over the past month. “I think brands are seeing more interaction,” he says. “There’s been a ton of growth.”
Meanwhile, Adam Schoenfeld, Simply Measured’s CEO, says he believes most brands are “just dipping their toes in the water” on Google+. Shoenfeld says he doesn’t see a lot to celebrate yet for Google. However, he says Google might be encouraged by the fact that the top 10 brand pages had 80% market share, which could prompt laggards to try to catch up. “I wonder if there’s a sense among the other brands that ‘If we don’t get on this, we could fall behind and lose ground,’” he says.
Google hasn’t released a figure for Google+’s total membership since October. At that time, the company claimed that the social network had 40 million users.
Simply Measured provided a deeper dive into brand activity on Google+ below: