Home appliances communities which focus on homekeeping, rather than products, are more effective at engaging fans.
Further analysis of individual brand communities shows that brands with content focused on homekeeping drive higher engagement than other brands. Electrolux
both stand out as over-performers when comparing the average proportion of ‘People Talking About This’ across a range of home appliance pages. Indesit’s community has at least five times more engagement than other brands. Electrolux’s community is ten times bigger than any of the others, as well as having higher engagement.
Proportion of 'People Talking About This' over community size:
Electrolux and Indesit over-perform due to a higher proportion of posts about homekeeping:
Both Electrolux and Indesit post tips about cooking or cleaning: