On the digital map: how did brands perform in 2023?

In an ever-changing digital era, the digital health of a brand is a crucial factor for its success. Swift adaptation to new trends and effective communication methods with the audience are essential for the sustainability of companies in an evolving economic environment.

According to the Digital Health Index (DHI) report, the Retail industry attracted the highest visibility and reactions on social media. Particularly, posts on the TikTok platform contributed significantly to this visibility, while posts on Facebook that garnered the most reactions were related to offers and recipes.

Significant growth was observed towards the end of the year, particularly during the Black Friday period and holidays, thanks to offers, contests, and partnerships with influencers. In this context, the Auto category was the most mentioned, while Retail attracted the most visibility, being four times more present than the Auto category. The Finance category had the highest number of reactions.

On social media, many reactions came from Facebook (60%) and Meta (Facebook and Instagram – 90%). On Instagram, most reactions were recorded on posts involving partnerships with various events.

Specific conclusions for each category are as follows:

Auto:

• The category with the highest presence in the Romanian online environment.
• It holds the highest share of views on TikTok (approximately 40%).
• On social media, posts that attract the most reactions are those related to newly launched models, especially hybrids, and contextual posts.

Clinics:

• The category with the lowest visibility in the Romanian online environment.
• Notable mentions include partnerships with podcasts, influencers, and events.
• On Facebook, posts that generate the most reactions are recommendations from professional doctors, information about various conditions, and offers for analyses and medical packages.
• On Instagram, the most intense reactions are recorded on social initiatives, contests, giveaways, and partnerships with various events.

CSD:

• The only category that recorded an increase in the Digital Health Index (DHI) (+13%) compared to 2022.
• It recorded the highest DHI growth (+43%) in November, due to winter holiday initiatives.
• It is the category with the fewest reactions on social media, due to its predominantly seasonal activity.
• It holds the highest percentage of reactions on Instagram (approximately 45%).

DIY:

• The category with the highest DHI value in June 2023, due to numerous sources of inspiration and product offers for terraces, gardens, and relaxation areas.
• It recorded the highest number of mentions on forums (approximately 10%).
• Brand posts on social media contribute to the highest visibility.
• On Facebook, posts that attract the most reactions are those offering suggestions and inspiration for DIY projects.
• On Instagram, the most reactions are recorded on contests and giveaways.

Pharma:

• The category with the fewest mentions in the Romanian online environment.
• It has the highest share of positive appearances (approximately 40%).
• It has the highest percentage of reactions on Facebook (95%).
• On social media, posts that attract the most reactions include contests, contextual communication, and social initiatives.

Finance:

• The category with the highest number of appearances in the press and aggregators (approximately 40%).
• Brand posts on social media, podcasts, and partnerships with influencers had the highest visibility.
• On social media, posts that generate the most reactions include contests, giveaways, and collaborations.

Telecom:

• The category with the fewest active brands.
• It has the highest DHI score in 9 out of the 12 months analyzed.
• On social media, posts that attract the most reactions are those related to subscription and device offers, contests, and giveaways.

Retail:

• The category with the highest visibility and the highest number of reactions on social media.
• The most visible mentions come from TikTok and are posted by brands.
• On Facebook, posts that attract the most reactions are those related to offers and recipes.
• On Instagram, the most reactions are recorded on posts involving partnerships with various events.

In conclusion, in 2023, the digital sector witnessed significant developments in various industries, with varied outcomes for each category. Categories such as Auto and Retail stood out through their massive presence on platforms like TikTok and Facebook, generating significant interest from the public. On the