Facebook sees steep drop in loyalty as Twitter gains, survey finds
By Sara Shaw • September 10, 2019
According to a Brand Keys survey, Facebook saw a steep drop to 24th place in brand loyalty this year from 8th place in 2018, contrasting Twitter’s jump to 11th place from 23rd. Digital brands overall became less dominant in the ranking, as automotive, restaurant and retail categories boosted loyalty, often by adopting the types of strategies that had supported digital media’s loyalty and engagement.
While the survey doesn’t explain Facebook’s steep drop in consumer loyalty, negative publicity from the Cambridge Analytica data-sharing scandal and broader discussions around data privacy likely played a role.
Chick-fil-A had the highest loyalty ranking among restaurant brands, rising to No. 13 from No. 24, while Trader Joe’s was the highest-ranked retailer, rising to No. 9 from No. 10 last year.