These are the most visible brands and industries on Twitter 2020

Nike is the most visible brand on Twitter worldwide. In addition to ranking the most visible brands on the social media platform, Brandwatch also identified the key industries that include the most visible brands on Twitter. The sports industry is at the top due to the sports sponsorship of some brands and leading clubs, although hardly any live events took place during the survey period due to the Covid 19 pandemic. The retail, financial services and airline industries are the lowest ranked.

Despite the cancellation of many sporting events in the wake of the Corona pandemic, the sports industry was able to achieve high visibility. The report shows that sponsors of jerseys and sportswear definitely receive high visibility, even when live events cannot take place. The fashion industry also benefits from high visibility for brands that produce sportswear and sponsor major teams such as Nike (1), Adidas (2) and Puma (11). In third place is the entertainment industry, which is also strong because consumers searched more intensively for entertainment options during the study period January to June 2020.

The most important influencers for Nike and Adidas

Among the most important influencers in the sports industry are the football players Neymar and Messi, they appeared tens of thousands of times next to images of the Nike logo. For the Nike logo, arenas and sports scenes are the most frequently pictured sceneries, which is surprising in a year without full venues.

For Adidas, Cristiano Ronaldo is the most important influencer. He is one of the most photographed people in Adidas clothing. But Jisoo, a K-pop star and member of the group Blackpink, who was involved in an Adidas campaign, is also important as an influencer for the German sporting goods manufacturer.

Nike versus Adidas

Adidas made it big with sports shoes, but on Twitter, T-shirts are helping it break through! T-shirts with the Adidas logo or tweets that contain terms related to clothing and the logos of one of the two brands are shown more often than T-shirts with the Nike logo. Nike's logo, on the other hand, is found more often on shorts, socks and sneakers. IMAGE NIKE VS ADIDAS

Parental Advisory at No. 3, LA Lakers at No. 4 because of Kobe Bryant

Parental Advisory, a label for the recording industry from the USA that informs that offensive lyrics are considered unsuitable for minors, secures 3rd place in the ranking. This is surprising in that the logo is actually only found on recorded music. On Twitter, on the other hand, the label is used by the community for all kinds of other creative content in addition to being depicted on album covers.

An outstanding ranking is also secured by the LA Lakers. Due to the tragic death of Kobe Bryant at the beginning of 2020, there were thousands of tributes to Kobe Bryant, to which photos were shared showing him in his LA Lakers jersey. In addition, Kobe Bryant was also frequently seen on Nike logo mentions and in connection with Adidas.

It pays to invest in the visibility of the logo

Thomas Grünberg, Senior Marketing Manager for the DACH region at Brandwatch, points out the benefits of investing in logo visibility on Twitter and monitoring logo usage on the social media platform: "With the help of Visual Listening, brand companies are able to keep track of photos shared with their logos on the web and thus find out, among other things, how the products are received and used in real life, in order to be even closer to the end consumer."