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Most impressive of the metrics was the industry’s continued growth on Instagram, where companies new and old alike posted significant growth in followers and engagement continues to improve. As of December, The Direct Selling Digital Momentum Index represents 98 Million Facebook Fans and 23 Million Instagram Followers! The DecemYear-End Momentum Rankings are:Ĭompared to Q2, Q3 saw fan bases grow both social platforms, while general website traffic slowed somewhat. For 2021, the industry saw fan/follower growth of 66 percent and 86 percent for Facebook and Instagram respectively. On social media, however, the industry made great gains over the last 12 months as companies saw some returns from earlier investments in social media attention and marketing. Overall, web traffic for 2021 declined as most direct selling companies saw distributor and recruiting interest over the year return to a more pre-COVID volume. While admittedly there is some seasonality in direct selling, the rankings are relative, and so companies capitalizing the best of good quarters or successfully retaining the most during slower quarters will find themselves on top. Similarly, we calculate the average web traffic throughout the month. This methodology benefits companies focused on consistent, regular postings and continuous fan/follow engagement. For engagement metrics, we measure the average for the quarter. For follower and fan count, this means comparing the counts at the end of a quarter to those of the prior quarter. Metric Calculation, growth totals and averages are ranked on a quarterly basis, smoothing out periodic volatility. Overall, the accumulation of more followers and fans throughout the holidays shows modest growth to Q3, which boasted a 20 percent increase in Instagram followers across the company set. This is unsurprising given the holiday season, as engagement is measured as a seven-day average. Engagement across both platforms was flat-to-down, with averages around -4 percent. Regarding Social Media, both Facebook and Instagram saw growth across the dataset, with averages being 2 percent and 10 percent respectively. Domain Authority is an indirect measure of a website’s likelihood to appear in online searches. Of interesting note, the greatest impact to the website component of the Momentum Index was Domain Authority, with the average for all 130 Momentum Index companies being -40 percent. With the end of the year came a continued winding down of web traffic, as traffic across all (domestic and international) direct selling companies in the momentum index closed Q4 down 9 percent vs.

User engagement is a calculated as a moving seven-day average to smooth out day-specific engagement volatility and is a measure of total daily engagement, rather than engagement per post. More positive news is that engagement across both platforms for the list appears to be improving, with Facebook seeing a large 14 percent increase, and Instagram accounts experiencing a much more modest three percent. Web traffic for the quarter was flat as was fan and follower growth across Facebook and Instagram, respectively.

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With Q1 of 2022 now in the rearview mirror, the key story is that the web traffic and social media progress lagged somewhat across the full Direct Selling Momentum list.

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