In a recent annual report published by UK data marketing agency Salience Search Marketing, the most dominant platforms in the e-cigarette industry were revealed. The report analyzed 11 key performance indicators for 50 e-cigarette online platforms in the UK, including annual visibility, search volume trends, and brand recognition.
Salience Search Marketing calculated an “owned social score” for each platform by analyzing monthly search volumes and the number of followers and engagement rates on major social platforms. This score allowed the identification of the most well-known online platforms in the industry.
According to the survey results, Vape Club emerged as the most recognized e-cigarette online platform. With a strong social media presence, 41,661 followers, and 27,100 monthly brand searches, Vape Club holds a market-leading position in brand recognition, with a social score of 74.
KiK is the second most recognized brand in the industry, with 40,500 monthly brand searches, 27,202 social media followers, and a social score of 74.
In terms of monthly brand search volumes, Vape Shop ranks first with 60,500 searches, followed by KiK and Vape Club, which have 27,100 searches each month.
OI Aspire dominates on social media with a social score of 339. It boasts 236,000 followers across major social platforms, with 67% on Instagram.
As for visibility, the e-cigarette industry has faced a challenging year, with an overall growth rate decrease of 1%. Since June 2022, Electric Tobacconist has seen the most significant decline in visibility, dropping by 45%. In contrast, Smoko has experienced the most substantial growth in visibility, with a year-on-year increase of 1,600%.
Brett Janes, Managing Director of Salience Search Marketing, stated: "The past year has been a challenging period for the e-cigarette industry, with an overall organic growth rate decrease of 1%. As the popularity of smoking continues to rise, e-cigarette brands must adjust their marketing strategies, focusing on performance indicators like visibility and brand recognition. Establishing a robust online presence across multiple channels becomes crucial to drive sales and capitalize on the ever-expanding market demand."
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