How V Energy Drink’s Ambassadors Generated 197K Engagements in 18 Months

TikTok
Influencer Marketing
December 13, 2022
Food & Beverage

Key Takeaways

Between April 2021 and October 2022, V Energy’s ambassadors generated 197K engagements, here’s how:    

Platform

  • On TikTok, V Energy (67.1K followers) is currently posting an average of 1.6 posts per week.
  • V Energy was tagged in a total of 33 influencer posts over the course of a year and a half. They generate about 2 influencer post a month garnering 6K engagements on average. 

Influencer Tier

  • 37% of V Energy  influencers have between 50K and 500K followers.
  • 32% of influencers have between 1K and 10K followers.
  • 16% of influencers have  between 10K and 50K followers.
  • 16% of influencers have more than 500K followers.

Influencer Types

  • The brand has worked with 19 influencers mostly from Australia between April 2021 and October 2022.
  • 58% of V Energy’’s ambassadors are lifestyle creators, 11%  are musicians, 11% are drag queens, and 21% are ‘other’ content creators such as a car content creators, sommelier, and basketball trickshot creator.
  • Lifestyle creators generated the highest volume of engagement at 75K, followed by ‘other’ content creators at 61K.

V is an energy drink brand produced by Frucor, a New Zealand-based beverage manufacturer. It was launched in Methven, New Zealand in August 1997 and in Australia in 1999. (Source)

V Energy is powered by a tasty, top secret recipe containing guarana – the ancient Amazonian super berry. 

The brand has 67.1K followers on TikTok and has posted 134 videos in the past 82 weeks — meaning they post ~1.6 times per week. 

The brand primarily collaborates with lifestyle creators, musicians, drag queens, and ‘other’ content creators such as a car content creator, sommelier, and a basketball trickshot creator.

V Energy has the highest number of followers on Facebook (442K), followed by TikTok (67K). 

Looking at the posting cadence and engagement rate over the last 18 months, V Energy focused the most on TikTok.

There are about 9.4K total mentions of V Energy on Instagram, 277 total mentions on TikTok, and less than a hundred on every other platform.

The number of social media posts include both posts published by influencers and non-influencers.

Date Range: All time, up to Nov 2022.
*Number of Instagram, TikTok, Facebook, Twitter, YouTube, and Twitch posts are an estimation based on the average number of video views with the hashtag #venergy

However, TikTok influencer posts generated 2X more engagements compared to Instagram.

On average, 20% of V Energy’s posts on TikTok are influencer posts. The influencer posts featured on V Energy’s account are cross posted on the influencer’s account as well.

@venergyaus Nothing compares to that tingle in the mouth. We're glad you were diggin' it @sliang95 #canyoufeelit #venergydrink #vRefresh #energydrinks ♬ Smoked out Phonk - TREVASPURA

V Energy relies on its network of trusted influencers to drive brand awareness on TikTok. 

The brand mainly collaborates with Mid-Tier (50-500K) and Nano (1K-10K) influencers who are lifestyle creators, musicians, and drag queens.

Musician Adam Tahere is the most-followed influencer in V Energy’s roaster, who has a 1.7M fan community on TikTok. 

Between April 2021 and October 2022, V Energy has collaborated with 19 influencers, who mainly promote the brand on TikTok. 

V Energy’s main TikTok page (@venergyaus) works with TikTok creators mainly from Australia.

V Energy’s influencers mainly fall into the Mid-Tier category (37%) and the Nano category (32%), meaning that most of their influencers have either between 50K to 500K followers or 1K to 10K followers.

Looking at an average number of engagements, macro influencers’ posts generate the highest number of likes and comments, followed by micro influencers.

*Outlier Post by Niko was omitted from data set to prevent data skewing.

The engagement rate is around 22% for nano-influencers and 16% for micro influencers. V Energy’s influencers’ ER is significantly higher than the Instagram average for micro and nano influencers.

*Industry average to the specific influencer tier (Source). *Outlier Post by Niko was omitted from data set to prevent data skewing.

Adam Tahere, a musician, has 1.7M followers, which is the highest number amongst V Energy influencers.

Musician Adam Tahere and drag queen Kita Mean are the most active influencers when it comes to the number of posts they create for V Energy. On average, V Energy collaborators post less than once every six months (0.6 posts in 6 months).

Scary Supra generated the highest number of engagements at 55.7K with 2 posts in the last 18 months. Adam Tahere and Carla From Bankstown generated the second and third highest number of engagements at 36.5K with 7 posts and 15K with 2 posts, respectively.

58% of V Energy’s influencers are lifestyle creators, followed by musicians (11%), drag queens (11%), and other (21%) content creators such as basketball trick shot influencers and sommeliers.

Lifestyle creators generated the highest number of engagements for V Energy at 75K. ‘Other’ influencers generated the second highest number of engagements at 61K.

*Content creators included in the ‘other’ category include a car content creator, a sommelier, and a basketball trick shot creator.

These posts by Niko (lifestyle creator), Scary Supra (car content creator), and Adam Tahere (musician) collected the highest number of engagements. These posts consisted of skits about V Energy’s flavours, POV of drinking V Energy, and using the drink can to create music

Top Influencer Posts:

Engagements: 42.4K | ER: 63%

Engagements: 31.6K | ER: 2.3%

@venergyaus Don’t mind us, we’re just vibing with @Adam Tahere 🤩 #canyoufeelit #energydrink #aussie #music ♬ original sound - V Energy Australia

Engagements: 17.3K | ER: 26%

These posts by Carla From Bankstown (drag queen), Tasha Strachan (lifestyle creator), and Sydney (lifestyle creator) collected a high number of engagements as well. These posts consisted of content types such as skits, duets, and vlogs.

Top Influencer Posts:

Engagements: 14.9K | ER: 22%

@venergyaus #duet with @Tasha Strachan Lemme take care of that. You’ve got alot on your hands… #venergy #canyoufeelit #refresh #wheezing ♬ original sound - Tasha Strachan

Engagements: 9K | ER: 13.5%

@venergyaus Nothing compares to that tingle in the mouth. We're glad you were diggin' it @sliang95 #canyoufeelit #venergydrink #vRefresh #energydrinks ♬ Smoked out Phonk - TREVASPURA

Engagements: 6.1K | ER: 9%

Majority of influencers focus on promoting V Energy by taking a drink from the can at the beginning of each video. 

@leasencia Un max d'énergie et de la good vibes toute la journée avec @V Energy Australia #venergy #energiegoodvibes ♬ About Damn Time - Lizzo

@venergyaus @kitameanofficial is gonna give you a run for that Squid Game money now that she’s downed a V! #canyoufeelit #squidgame ♬ original sound - V Energy Australia

Influencers utilized V Energy’s drink can in creative ways such as making music or spinning it on a basketball. Other influencers created skits to describe how good V Energys drinks are.

Creative Uses:

@venergyaus Don’t mind us, we’re just vibing with @Adam Tahere 🤩 #canyoufeelit #energydrink #aussie #music ♬ original sound - V Energy Australia

@venergyaus Now that’s some skill 🤩 @ankleant #VBlue #trickshot ♬ original sound - V Energy Australia

Skits

@venergyaus Blue V ftw 💙 we’re feeling this @onceuponatisse #canyoufeelit #australia #funny #blue ♬ original sound - V Energy Australia

V Energy Drink has spent $1.4K on 7 ad creatives from Jan 1, 2019 to Nov 14, 2022. None of their ads featured influencers. 

*Source: Data collected manually directly from Facebook, Instagram and TikTok; Date range: Apr 2021 - Oct 2022

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