HGTV overtook Starbucks to claim the top spot in the January 2015 edition of The Love List from social relationship platform Hootsuite.Travel Channel checked in at No. 5
Hootsuite uses data from its uberVU unit to rank more than 450 of the top brands globally, giving them scores between one and 100 based on three key data points:
Total number of brand mentions received.
Conversations about the brand during the past month containing the word “love.”
Hootsuite said in a release announcing the January Love List:
HGTV took the No. 1 spot in January, shooting up from its December ranking of 27. The network saw a huge surge in mentions volume in early January thanks to the Rose Parade, which aired on HGTV on New Year’s Day. Following the live coverage of the parade, the network aired several premieres, with the shows’ hosts getting social by answering questions from fans and encouraging live-tweeting with the hashtag #HGTVNewYear. These engagement tactics and overall positive theme for the new year helped HGTV earn social’s love in January.
HGTV also got a little help from its celebrity valentine, Ellen DeGeneres, who debuted a new show on the home-improvement network. DeGeneres is extremely active on social (she has over 18 million likes on Facebook, 38 million Twitter followers and the most retweeted tweet of all time), and her influence definitely helped HGTV earn the top spot on January’s Love List.
In December, we saw the effect the holiday season had on the rankings, with Starbucks taking the top spot due to some Christmas cheer and seasonal items. Seasonality continued to have an impact on success in the Love List in January with the ever-popular “New Year, New You” theme earning attention for several brands on social. HGTV focused on how people could better their homes, Travel Channel (No. 5) encouraged fans to expand their horizons with a Hawaiian vacation giveaway, and the fast-food and snack brands that topped The Love List in December were noticeably absent in January.
The top 10 brands on the January 2015 Love List were:
- Travel Channel
- Victoria’s Secret