In today’s digital landscape, businesses are increasingly turning to online platforms to reach and engage with their customers. The home furniture and appliance sector in Trinidad and Tobago is no exception, with players such as Courts, Standards, Dwellings, Homeland, and Furniture Plus making their mark. But how well are these companies leveraging digital tools to stand out?

In this breakdown, we’ll dive into the digital marketing strategies of these top brands, focusing on their website performance and social media presence. We’ll uncover which brands are finding success, where others are falling behind, and provide insights into how they can improve their online strategies to capture more of the market.

This analysis is not only a snapshot of their current digital footprint but also a roadmap for growth in an increasingly competitive industry.

The data we are looking at is from the brands performance from Sept 2024.

Website Performance

The data outlines the share of visits across various furniture and appliance retailers in Trinidad & Tobago for September 2024. Here’s a detailed breakdown based on the share of visits and other key metrics:

1. Courts.com

• Share of Visits: 54.07%
  • Courts leads the market by a significant margin, capturing more than half of the total visits.
• Direct Traffic: 59.52%
  • This indicates a strong brand presence, as the majority of users are visiting directly without referrals or searches.
• Referral Traffic: 9.46%
• Organic Search Traffic: 28.06%
• Paid Search: 63.92%
  • They are also investing heavily in paid search, which complements their strong organic reach.
• Organic Social Traffic: 64.77%
• Paid Social: 100%
• Email: 24.98%

2. FurniturePlusTT.com

• Share of Visits: 22.58%
  • Furniture Plus is second in the market, capturing about 22.58% of the total visits.
• Direct Traffic: 27.77%
• Referral Traffic: 0.34%
• Organic Search Traffic: 7.29%
  • Lower organic search numbers show room for improvement in SEO.
• Paid Search: 0%
  • There is no investment in paid search.
• Organic Social Traffic: 14.13%
• Email: 0.09%

3. StandardTT.com

• Share of Visits: 16.02%
  • Standard is third in the market with 16.02% of visits.
• Direct Traffic: 5.25%
  • The low direct traffic suggests less brand recognition compared to competitors.
• Referral Traffic: 90.20%
  • A very high percentage of referral traffic means they are relying heavily on external sources for traffic.
• Organic Search Traffic: 59.38%
  • Their SEO performance is strong, contributing to a majority of their traffic.
• Paid Search: 24.05%
• Email: 74.93%
  • Strong email marketing presence is evident.

4. BrandSourceTT.com

• Share of Visits: 3.23%
  • BrandSource captures a smaller market share.
• Direct Traffic: 2.94%
• Organic Search Traffic: 3.58%
• Referral Traffic: 0%
  • No referral traffic shows a need for partnerships or affiliates.
• Organic Social Traffic: 14.06%

5. HomelandTT.com

• Share of Visits: 3.01%
  • Homeland also captures a small share of visits.
• Direct Traffic: 3.72%
• Organic Search Traffic: 0%
  • No organic search traffic highlights the absence of SEO efforts.
• Paid Search: 6.01%

6. DwellingsTrinidad.com

• Share of Visits: 1.09%
  • Dwellings is the smallest player in the market with minimal share of visits.
• Direct Traffic: Not significant.

Key Insights:

• Courts dominates the market, with strong direct, organic, and paid search traffic. Their paid social and email strategies are also robust.
• Furniture Plus shows potential but lacks SEO and paid search strategies.
• Standard is heavily reliant on referral traffic and excels in organic search, but lacks brand recognition in terms of direct visits.
• Homeland and BrandSource have small shares, with Homeland lacking in organic search.
• Dwellings has minimal traffic, suggesting a need for significant improvement in their overall digital strategy.

This breakdown gives us a clear view of who is leading the digital space in Trinidad and Tobago’s furniture and appliance industry, while also highlighting areas for growth among the other competitors.

6 Month Website Traffic Performance

This image provides a comparison of total traffic across several furniture and appliance retailers in Trinidad and Tobago from April 2024 to October 2024. The retailers analyzed include Courts, Furniture Plus, Standard, Homeland, and Dwellings, alongside the general market traffic.

Key Observations:

1. Market Traffic (Purple Line)

• The market traffic fluctuates significantly, peaking in May 2024 with close to 600K visits before tapering down through the rest of the months, hovering above 400K visits by September 2024. This could suggest an initial surge of interest in the earlier months, potentially driven by promotions or seasonal factors, followed by a more stabilized pattern in the following months.

2. Courts.com (Blue Line)

• Courts remains the leader in this group, showing consistent traffic around the 200K visits mark. There is a notable peak in June 2024, and it maintains a relatively stable level thereafter.
• Courts’ dominance is evident through its stable performance across all months, making it the top contender for digital traffic in this market. This consistent high traffic points to a strong and continuous online presence.

3. FurniturePlusTT.com (Light Blue Line)

• Furniture Plus shows steady traffic, trailing behind Courts, with a noticeable dip in May and a small recovery thereafter. It remains around the 100K visit range throughout the period.
• While consistent, Furniture Plus doesn’t show significant growth or any drastic peaks, indicating that their digital strategy is stable but could benefit from more engagement to drive traffic further.

4. StandardTT.com (Orange Line)

• Standard has more variability, peaking around May with a slight decline afterward. This suggests that their digital strategy had a successful campaign or initiative around May but didn’t maintain that momentum for long.
• There’s a slight recovery in September, indicating a potential seasonal or promotional push.

5. HomelandTT.com (Green Line)

• Homeland shows very little traffic throughout the entire period, staying close to the baseline, and barely making any impact compared to its competitors.
• This consistently low traffic suggests significant challenges in attracting and engaging online visitors. Homeland may be relying too much on offline strategies or lack strong digital marketing initiatives.

6. DwellingsTrinidad.com (Yellow Line)

• Dwellings is another low performer, with traffic numbers barely registering on the chart, remaining consistently low throughout the months.
• This suggests that Dwellings either does not have an effective digital presence or is facing difficulties in competing for online attention in this market.

Overall Analysis:

• Courts continues to dominate the digital landscape among furniture and appliance retailers, showing consistent high traffic throughout the observed period.
• Furniture Plus is stable but not growing, indicating a need for more aggressive digital marketing efforts to capture more market share.
• Standard shows some potential with spikes in May, but struggles with consistency, meaning they may benefit from sustained marketing strategies rather than one-off campaigns.
• Homeland and Dwellings are significantly underperforming, both registering very low traffic compared to the rest of the market. These companies should focus on building their online presence and marketing strategies to compete more effectively.

This analysis reveals that Courts is far ahead of the competition, while Furniture Plus and Standard have room to grow. Homeland and Dwellings need considerable effort in their digital marketing to make any significant impact on the market.

Audience Demographics: Age and Gender

This image displays the audience demographics for the top home furniture and appliance retailers in Trinidad and Tobago, focusing on age groups and gender distribution for the selected domains: Courts, Furniture Plus, Standard, Homeland, and Dwellings, along with the overall market.

Age Group Breakdown:

1. 18-24 Age Group

• This age group shows relatively lower engagement across all brands and the market, with Courts and Furniture Plus having the highest proportion at around 15-16%.
• Homeland has the lowest representation in this group, suggesting it may not appeal as much to younger customers.

2. 25-34 Age Group

• This is one of the most engaged age demographics, with Standard capturing the highest share, approaching 25%, followed closely by Furniture Plus and Courts at around 20-22%.
• This group represents a key target market for most brands, likely due to higher purchasing power and being in the early stages of homeownership or furnishing.

3. 35-44 Age Group

• Dwellings has a higher concentration in this age group, exceeding 20%, while Courts and Furniture Plus maintain solid engagement, around 18-20%.
• Homeland and Standard perform slightly lower in this group compared to their performance in the younger segment.

4. 45-54 Age Group

• Engagement in this group remains strong, particularly for Courts, Furniture Plus, and Dwellings, all hovering around 18-20%.
• Homeland and Standard again have lower engagement compared to other brands, showing a declining trend as age increases.

5. 55-64 Age Group

• Traffic drops slightly for most brands in this age group. Furniture Plus and Courts still maintain decent shares, around 15-17%.
• Standard and Homeland trail behind with lower engagement from this older demographic.

6. 65+ Age Group

• The smallest share of traffic comes from this group across all brands, with Furniture Plus leading slightly over the others.
• Dwellings and Homeland have minimal traffic from this segment, indicating that these brands are less appealing to older audiences.

Gender Breakdown:

Male Audience

• The gender distribution skews more male for Courts and Furniture Plus, both capturing a slightly higher male audience (above 50%).
• Dwellings has the lowest male engagement, with a clear majority of its audience being female.
• Homeland and Standard are balanced, with male engagement around 40-45%.

Female Audience

• Dwellings captures the highest female engagement, with over 70% of its audience being female, making it the most female-centric brand in this group.
• Furniture Plus, Courts, and Standard all maintain strong female engagement, around 55-60%.
• Homeland has a relatively balanced distribution but still leans more female.

Key Insights:

• 25-34 and 35-44 are the most active and engaged age groups across the market, making them prime targets for digital marketing campaigns.
• Courts and Furniture Plus are the most balanced across all age groups, indicating broad appeal.
• Dwellings has a strong appeal among the 35-44 age group and a more female-dominated audience, suggesting it may be catering to a different demographic than competitors.
• Standard sees the most success with the 25-34 demographic, but engagement declines in older age groups.
• Homeland struggles with engagement across all age groups, suggesting a need to improve their overall appeal and marketing strategies.
• Gender-wise, most brands skew towards a female-dominated audience, especially Dwellings and Furniture Plus, while Courts captures a slightly more balanced gender distribution.

This analysis suggests that Courts and Furniture Plus have strong overall appeal across most demographics, while Dwellings appeals to a more specific female and middle-aged audience. Standard and Homeland need to focus on improving engagement with older audiences and balancing their gender targeting strategies.

The Top Social Media Platforms Used by The Landscape

This image shows the social media platforms visited most often by the market audience. The percentage indicates the proportion of the market audience that frequently uses each platform. Here’s a detailed breakdown of the data:

Social Media Platforms Breakdown:

1. Facebook (77.78%)
   • Facebook is the most visited social media platform by the market audience, with over 77% of the audience using it regularly.
   • This suggests that Facebook remains a dominant platform in the region, particularly for engaging with home furniture and appliance retailers.
   • Brands should leverage this by maintaining an active Facebook presence, utilizing both organic content and paid advertisements to reach this audience.
2. YouTube (76.67%)
   • YouTube closely follows, with nearly 77% of the audience visiting it regularly.
   • This reflects the popularity of video content among users, indicating that retailers can significantly benefit from creating video marketing strategies, such as product demos, tutorials, and testimonials to engage this audience.
   • YouTube ads could also play an important role in attracting more traffic to retailer websites.
3. Instagram (60%)
   • Instagram is visited by 60% of the market audience, making it another key platform for visual and lifestyle content.
   • With a focus on imagery and video stories, retailers can create compelling visuals showcasing home décor ideas, new product arrivals, or behind-the-scenes content.
   • Instagram is particularly effective for connecting with a younger demographic, and incorporating shoppable posts can further boost sales.
4. Reddit and TikTok (43.33%)
   • Reddit and TikTok are each frequented by 43.33% of the audience.
   • Reddit offers a more discussion-driven approach where brands could engage in relevant forums or groups that focus on home improvement or product recommendations.
   • TikTok is popular for short-form, engaging video content, and brands should consider experimenting with creative content or influencer partnerships to connect with the younger audience on this platform.
5. LinkedIn (32.22%)
   • LinkedIn is used by 32.22% of the audience, likely representing professionals in the home furniture and appliance industry or customers who value business-to-business interactions.
   • For retailers, LinkedIn could be useful for sharing company news, industry insights, or connecting with partners and suppliers. It may also be an important platform for promoting business services or high-end products to a more corporate audience.
6. Pinterest (24.44%)
   • Pinterest is visited by 24.44% of the market audience, which aligns well with its focus on home décor, design inspiration, and DIY projects.
   • Retailers in the furniture and appliance industry can use Pinterest to showcase lifestyle images, room ideas, and product inspiration to attract users who are in the early stages of planning their purchases.
   • Pinterest is especially effective for driving traffic to product pages through visually engaging pins.
7. GitHub (10%)
   • GitHub has the smallest share of the market audience at 10%, suggesting it is not a primary platform for this industry.
   • Since GitHub is primarily a platform for developers and software projects, it may be less relevant to the general market audience for home furniture and appliances.

Key Takeaways:

• Facebook and YouTube dominate the social media landscape, with both platforms engaging over 75% of the market audience. Brands should focus their social media efforts here with consistent, high-quality content and targeted advertising campaigns.
• Instagram remains important, especially for younger and more visually oriented users, making it ideal for showcasing products in a visually compelling way.
• Reddit and TikTok represent opportunities to engage in unique ways through discussions or creative short-form content, particularly appealing to younger or niche audiences.
• LinkedIn is useful for B2B relationships and professional engagement, while Pinterest is a key platform for visual inspiration and driving purchase intent.
• GitHub is not particularly relevant for this market and should not be a focus for retailers.

Retailers should prioritize their content creation and engagement on platforms like Facebook, YouTube, and Instagram, while considering secondary opportunities on platforms like TikTok, Reddit, and Pinterest depending on their target audience.

Traffic Analytics

This table provides performance metrics for several home furniture and appliance retailers in Trinidad and Tobago, including Courts, Standard, Furniture Plus, Homeland, and Dwellings. Key metrics analyzed include Visits, Unique Visitors, Purchase Conversion, Pages per Visit, Average Visit Duration, and Bounce Rate. Here is a breakdown of the performance for each website:

1. Courts.com

• Visits: 442.3K, down 27.9%
  • There has been a significant decline in total visits, indicating a reduction in traffic to the website.
• Unique Visitors: 128.9K, down 29.08%
  • The number of unique visitors has dropped, showing that fewer individual users are visiting the site.
• Purchase Conversion: 1.13%, down 31.33%
  • The conversion rate has decreased, meaning that fewer visitors are making purchases compared to previous periods.
• Pages per Visit: 4.4, up 45.67%
  • Despite the decline in visitors and conversions, visitors are exploring more pages per visit, showing increased engagement.
• Average Visit Duration: 5:22, down 29.23%
  • The average time spent on the site has decreased, which might indicate that visitors are not finding what they need or are quickly losing interest.
• Bounce Rate: 35.94%, down 28.28%
  • A decrease in the bounce rate is positive, meaning more visitors are interacting with the content and not immediately leaving the site.

2. Standardtt.com

• Visits: 77.5K, down 56.83%
  • A significant decline in visits, indicating a major drop in traffic.
• Unique Visitors: 58.9K, down 41.75%
  • Unique visitors have also decreased, showing less engagement from individual users.
• Purchase Conversion: 2.02%, up 128.7%
  • Despite the drop in traffic, the conversion rate has increased dramatically, suggesting that those who visit are more likely to make a purchase.
• Pages per Visit: 5.8, up 295.66%
  • The number of pages viewed per visit has increased significantly, indicating more in-depth browsing by users.
• Average Visit Duration: 6:34, down 3.9%
  • The average time spent on the site has only slightly decreased, meaning user engagement remains relatively stable.
• Bounce Rate: 27.39%, down 69.92%
  • A large drop in the bounce rate indicates that visitors are finding the content engaging and staying on the site longer.

3. FurniturePlusTT.com

• Visits: 91.2K, up 38.88%
  • Furniture Plus is the only site showing an increase in traffic, indicating that they are successfully attracting more visitors.
• Unique Visitors: 65.7K, up 222.95%
  • A huge increase in unique visitors reflects a growing audience and interest in their offerings.
• Purchase Conversion: 2.7%, up 125.81%
  • Conversion rates have more than doubled, showing that more visitors are completing purchases.
• Pages per Visit: 1.8, down 58.45%
  • Pages per visit have decreased significantly, suggesting that visitors are not browsing much beyond the landing page or a few key pages.
• Average Visit Duration: 10:17, up 295.51%
  • The average visit duration has increased dramatically, suggesting those who do engage are spending a lot of time on the site.
• Bounce Rate: 63.55%, up 173.8%
  • The bounce rate has increased drastically, which could indicate that while the site attracts more visitors, many are leaving after viewing just one page.

4. HomelandTT.com

• Visits: 12K, down 58.58%
  • Homeland has seen a major decline in traffic, showing that they are struggling to attract visitors.
• Unique Visitors: 12K, down 19.58%
  • Unique visitors have also dropped, although not as significantly as total visits, suggesting that their core audience is shrinking.
• Purchase Conversion: n/a
  • No data is provided for conversion rates, suggesting they may not be tracking this metric or have insufficient data.
• Pages per Visit: 2.1, down 41.66%
  • The number of pages per visit has dropped, indicating that users are not deeply engaging with the site.
• Average Visit Duration: 0:31, down 83.51%
  • Visitors are spending very little time on the site, further showing that engagement is minimal.
• Bounce Rate: n/a
  • No data provided for bounce rate.

5. DwellingsTrinidad.com

• Visits: 5.4K, down 68.55%
  • Traffic has decreased significantly, indicating a major reduction in visits.
• Unique Visitors: 4.9K, down 69.56%
  • Unique visitor numbers have also plummeted, indicating that fewer individual users are visiting the site.
• Purchase Conversion: n/a
  • No data available for conversion rates, indicating a possible lack of tracking or insufficient data.
• Pages per Visit: 1.7, up 5.04%
  • A slight increase in pages per visit suggests some improvement in user engagement.
• Average Visit Duration: 0:43, down 88.44%
  • Visitors are spending very little time on the site, which could be an indication of poor content, navigation issues, or lack of relevant information.
• Bounce Rate: 40.82%, down 55.04%
  • A reduced bounce rate is a positive sign, indicating that more visitors are interacting with the site content instead of leaving immediately.

Key Insights:

• Furniture Plus is showing the most positive overall performance with an increase in visits, unique visitors, and purchase conversion rates, although its high bounce rate suggests there is still room for improvement in keeping visitors engaged.
• Courts is facing a significant decline in both visits and unique visitors, and their conversion rate is dropping, suggesting they may need to revisit their user experience or marketing strategies.
• Standard has drastically improved its purchase conversion rate, despite the decline in traffic, showing that while fewer people are visiting, those who do visit are more likely to make a purchase.
• Homeland and Dwellings are both experiencing significant declines in traffic and engagement, with very low visit durations and a lack of purchase conversion data, suggesting they need to address serious issues with their websites or digital marketing strategies.

This analysis highlights the importance of traffic and engagement metrics in understanding the performance of each brand’s digital strategy and where improvements can be made to boost visitor retention and conversion.

Keywords By Intention

Keyword intent refers to the purpose behind a user’s search query. When users type specific keywords into a search engine, their intent can generally be categorized into four main types: Informational, Navigational, Commercial, and Transactional. Understanding keyword intent is crucial for optimizing content and digital marketing strategies, as it allows businesses to align their content with what users are looking to accomplish.

The Four Keyword Intents:

1. Informational Intent (Blue)
   • Definition: Users are seeking information, often to learn more about a particular topic, product, or service.
   • Examples: “How to clean leather sofas” or “best types of home furniture for small spaces.”
   • Goal: To provide answers, tutorials, or advice. These users are not necessarily looking to make a purchase immediately; they want to gather information first.
2. Navigational Intent (Purple)
   • Definition: Users are trying to find a specific website or page. They already know where they want to go but are using search engines to navigate there.
   • Examples: “Standard home furniture website” or “Courts appliances login.”
   • Goal: Direct users to a specific website or online destination. These users often already know the brand or site and are using the search engine as a shortcut to reach it.
3. Commercial Intent (Orange)
   • Definition: Users are researching products or services before making a purchasing decision. They may not be ready to buy yet but are comparing options or looking for reviews.
   • Examples: “Best living room sofas” or “top-rated kitchen appliances.”
   • Goal: Help users evaluate different products or services, often by providing comparisons, reviews, or recommendations. This stage is critical in influencing purchase decisions.
4. Transactional Intent (Green)
   • Definition: Users are ready to make a purchase or perform a specific action, like signing up for a service or booking a product.
   • Examples: “Buy leather sofa online” or “purchase washing machine near me.”
   • Goal: Facilitate the final step in the buyer’s journey, leading users directly to the checkout or purchase page.

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Breakdown of the Image for Standard:

The image displays Standard’s keyword breakdown by intent, showing the number of keywords they rank for and the corresponding traffic generated by each type of intent. Here’s the analysis:

1. Informational Intent (Blue)
   • Keywords: 240 (25.9%)
   • Traffic: 1K
   • Analysis: Standard ranks for a decent number of informational keywords, but the traffic generated is relatively low at only 1K. This suggests that while they have content answering user questions or providing information, it’s not driving significant traffic. Standard could expand its informational content to attract more users who are in the research phase of their buying journey.
2. Navigational Intent (Purple)
   • Keywords: 300 (32.3%)
   • Traffic: 26.7K
   • Analysis: Navigational keywords represent the largest portion of their keyword strategy, contributing significantly to traffic (26.7K). This means that many users are directly searching for Standard’s website or specific pages on the site, indicating strong brand recognition. However, this type of traffic primarily includes users who already know about Standard, which doesn’t necessarily grow new audience reach.
3. Commercial Intent (Orange)
   • Keywords: 270 (29.1%)
   • Traffic: 6.4K
   • Analysis: Commercial intent keywords, which help users in the research and comparison phase, make up a large portion of their keyword strategy. They drive 6.4K in traffic, meaning Standard has successfully positioned itself as a resource for those considering purchases. However, there is potential for increasing this traffic by enhancing content, such as reviews, comparisons, or buyer’s guides, to capture more users evaluating product options.
4. Transactional Intent (Green)
   • Keywords: 118 (12.7%)
   • Traffic: 799
   • Analysis: Transactional keywords represent the smallest portion of their strategy, with 12.7% of keywords but driving relatively low traffic of 799. This suggests that while Standard is ranking for keywords that signal purchase intent, it isn’t getting a large number of conversions or users ready to buy. Improving landing pages, offering promotions, or creating stronger calls-to-action could help capitalize on these high-intent visitors.

Key Takeaways:

• Navigational intent drives the bulk of traffic, suggesting Standard is successful in retaining returning visitors but has opportunities to attract new users.
• Commercial and informational keywords are crucial areas where Standard can further expand its content to attract users earlier in their decision-making process.
• Transactional keywords are underperforming in terms of traffic, indicating a need for stronger conversion optimization to encourage users who are ready to make a purchase.

By improving content for informational and commercial intent and focusing on converting transactional visitors, Standard could see a substantial increase in traffic and conversions.

Courts Keyword By Intent

This image shows the breakdown of Courts’ keyword strategy by intent, including the number of keywords and the amount of traffic generated by each intent type. Here’s the analysis of the data:

Keyword Intent Breakdown for Courts:

1. Informational Intent (Blue)
   • Keywords: 613 (28%)
   • Traffic: 8.4K
   • Analysis: Courts has a substantial number of informational keywords, representing 28% of their total keywords. This helps attract traffic from users who are searching for educational content or looking for information on various topics related to furniture, appliances, and other products they offer. However, the traffic generated is relatively modest at 8.4K. There may be an opportunity to expand on informational content (e.g., guides, tutorials, FAQs) to further boost this traffic, potentially drawing in more users who are in the research phase.
2. Navigational Intent (Purple)
   • Keywords: 514 (23.5%)
   • Traffic: 44.4K
   • Analysis: Navigational keywords contribute 23.5% of Courts’ total keywords but drive a large amount of traffic—44.4K visits. This shows that many users are actively searching for Courts’ specific website or branded content, indicating strong brand recognition. While navigational traffic is beneficial, it usually includes users who already know the brand, and it doesn’t necessarily grow new customer reach.
3. Commercial Intent (Orange)
   • Keywords: 697 (31.9%)
   • Traffic: 28.8K
   • Analysis: Commercial intent makes up the largest portion of Courts’ keyword strategy, accounting for 31.9% of their keywords. These keywords generate 28.8K in traffic, showing that users are frequently using search terms related to evaluating products and services before making a purchase. Courts is performing well in this area, indicating they are capturing users in the consideration phase. Further optimizing commercial content such as reviews, comparisons, and product features could increase this traffic even more.
4. Transactional Intent (Green)
   • Keywords: 364 (16.6%)
   • Traffic: 3.5K
   • Analysis: Courts ranks for 16.6% transactional keywords, generating 3.5K in traffic. This shows that while a smaller portion of their keyword strategy is focused on users ready to make a purchase, the traffic it generates is relatively low compared to other intents. Courts could increase conversion-focused traffic by optimizing for more transactional keywords, improving landing pages, and creating compelling calls-to-action to capture users who are ready to buy.

Key Takeaways:

• Navigational intent generates the most traffic for Courts (44.4K), showing strong brand recognition and return visitors.
• Commercial intent is the largest keyword category by percentage, and it performs well with 28.8K in traffic. This indicates Courts is effectively capturing users who are comparing and considering their products.
• Informational keywords account for 28% of the strategy but bring in relatively low traffic (8.4K), suggesting there’s room to expand on content that provides value to users in the research phase.
• Transactional intent makes up the smallest portion of their keyword strategy, and with 3.5K in traffic, Courts could benefit from optimizing for more high-intent keywords to capture users ready to convert into paying customers.

By focusing more on transactional and informational keywords, Courts could potentially increase their sales conversions and attract new users earlier in the purchasing funnel.

Keyword By Intent for Furniture Plus

This image outlines the keywords by intent for Furniture Plus, showing how their search traffic is distributed across different keyword types. Here’s a breakdown of the data:

Keyword Intent Breakdown for Furniture Plus:

1. Informational Intent (Blue)
   • Keywords: 281 (23.8%)
   • Traffic: 2K
   • Analysis: Furniture Plus ranks for 281 informational keywords, which represents 23.8% of their total keyword portfolio. However, these keywords only drive 2K in traffic. This suggests that while they are covering informational content (such as guides or educational resources), they may not be ranking for high-traffic or high-interest topics. They could benefit from enhancing their informational content to attract more users who are in the early research phase of their purchasing journey.
2. Navigational Intent (Purple)
   • Keywords: 415 (35.1%)
   • Traffic: 20.6K
   • Analysis: Navigational keywords account for the largest portion of their keywords, 35.1%, and generate the most traffic with 20.6K visits. This indicates that a significant amount of users are specifically searching for Furniture Plus, either by name or for specific pages on their website. While this traffic is valuable, as it indicates strong brand recognition, it primarily reflects returning or brand-aware customers rather than new users.
3. Commercial Intent (Orange)
   • Keywords: 265 (22.4%)
   • Traffic: 3.3K
   • Analysis: Commercial intent keywords represent 22.4% of their total, driving 3.3K in traffic. This segment targets users who are researching and comparing products. The traffic is relatively low compared to navigational intent, indicating an opportunity to create more content that appeals to users in the research phase, such as product reviews, buying guides, or comparison articles. Improving SEO for these types of keywords could help capture users earlier in their decision-making process.
4. Transactional Intent (Green)
   • Keywords: 222 (18.8%)
   • Traffic: 1.4K
   • Analysis: Transactional keywords, which typically target users ready to make a purchase, account for 18.8% of their keyword strategy but only generate 1.4K in traffic. This is the lowest traffic source among the intents, indicating that Furniture Plus may not be effectively capturing users with immediate buying intent. Optimizing product pages, improving checkout experiences, and focusing on calls to action can help convert more transactional traffic into sales.

Key Takeaways:

• Navigational intent drives the bulk of the traffic for Furniture Plus, suggesting strong brand recognition, but this does not necessarily expand their reach to new audiences.
• Informational and commercial keywords generate relatively low traffic, which presents an opportunity to improve their content strategy and SEO for these intents. By enhancing content that helps users during the research phase, they can attract more visitors who are evaluating products.
• Transactional keywords contribute the least traffic, indicating that Furniture Plus could benefit from focusing more on conversion optimization to capture users ready to make a purchase.

By optimizing their informational, commercial, and transactional content, Furniture Plus could improve their visibility in search results, attract more new users, and ultimately drive higher conversion rates.

*If you are wondering if we can get a complete breakdown of all the keywords for each of the 4 intentions for the brands, the answer is yes. So we can see exactly what are the Informational, Navigational, Commercial and Transactional keywords that the brands are ranking for and which ones are driving traffic.

Social Media Performance

This image provides a cross-channel audience analysis for several furniture and appliance retailers in Trinidad and Tobago: Standard, Courts, Furniture Plus, Dwellings, and Homeland. The channels analyzed include Facebook, Instagram, YouTube, and TikTok. Here’s a detailed breakdown of each brand’s social media presence:

1. StandardTT.com

• Total Cross-Channel Audience: 309,101
• Facebook: 135,760
• Instagram: 81,385
• YouTube: 716
• TikTok: 91,240
• Analysis:
  • Standard has the largest cross-channel audience among the competitors with 309K followers.
  • The majority of their audience comes from Facebook and TikTok, which are their strongest platforms.
  • Instagram is also a significant contributor, though it lags behind Facebook and TikTok.
  • YouTube is the smallest platform for them, with only 716 followers, suggesting a weak presence in video content.
  • TikTok is an unexpected strength for Standard, which has over 91K followers. This shows they have successfully engaged with a younger, video-driven audience.

2. Courts Trinidad & Tobago

• Total Cross-Channel Audience: 260,971
• Facebook: 188,765
• Instagram: 68,125
• TikTok: 4,081
• Analysis:
  • Courts is the second-largest competitor in terms of social media audience with 261K followers.
  • Facebook is their dominant platform, accounting for the vast majority of their audience at 188K, which indicates strong engagement with a broad, possibly older, demographic.
  • Instagram has a moderate audience with 68K followers.
  • TikTok is their weakest platform with only 4K followers, showing that they have not yet tapped into this growing platform effectively.
  • YouTube is not listed, suggesting Courts either has no presence or no significant following on the platform.

3. FurniturePlusTT.com

• Total Cross-Channel Audience: 160,176
• Facebook: 89,830
• Instagram: 54,701
• TikTok: 15,645
• Analysis:
  • Furniture Plus ranks third with 160K followers, and Facebook is their strongest platform at 89K.
  • Instagram contributes a significant share of their audience with 54K, suggesting a balanced presence across social media channels.
  • Their TikTok audience is stronger than Courts’ at 15.6K, indicating they have started to penetrate the younger, video-driven audience but have room for growth.
  • YouTube is not mentioned, which could indicate that they haven’t invested in video content on this platform.

4. Dwellings Trinidad

• Total Cross-Channel Audience: 145,925
• Facebook: 82,348
• Instagram: 61,798
• TikTok: 1,779
• Analysis:
  • Dwellings ranks fourth with 146K followers.
  • Their presence is balanced across Facebook and Instagram, with 82K and 61K followers respectively.
  • TikTok has a minimal audience of 1.8K, showing they have yet to effectively tap into the platform’s potential.
  • YouTube is not listed, suggesting that they either do not produce much video content or that it has not gained a following.

5. HomelandTT.com

• Total Cross-Channel Audience: 145,161
• Facebook: 76,703
• Instagram: 65,374
• TikTok: 3,084
• Analysis:
  • Homeland is the smallest competitor in terms of social media audience with 145K followers.
  • Their Facebook and Instagram audiences are relatively balanced at 76K and 65K respectively.
  • TikTok remains a weak platform for them with only 3K followers, indicating they need to focus on video-driven content to engage a younger audience.
  • Like the others, YouTube is not listed, pointing to a lack of video content or a minimal presence on this platform.

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Overall Analysis:

• StandardTT leads the cross-channel audience with a strong presence on Facebook and TikTok, making them the most diversified competitor across platforms. Their significant TikTok following suggests they are effectively engaging younger audiences with video content.
• Courts has the second-largest audience, heavily dominated by Facebook, where they have the strongest following of all competitors. Their weak presence on TikTok suggests they have not fully embraced newer content formats or platforms.
• Furniture Plus maintains a balanced presence across Facebook and Instagram with a respectable showing on TikTok compared to other competitors.
• Dwellings and Homeland both have similar total audience sizes, but their lack of significant TikTok presence suggests they are missing out on the growing video trend, which could hinder future growth.

This analysis highlights the need for most brands, especially Courts, Dwellings, and Homeland, to improve their TikTok and YouTube strategies to stay relevant in a digital landscape that is increasingly dominated by short-form video content.

Cross-Channel Posts

This image provides a breakdown of the cross-channel posts for five furniture and appliance retailers: Standard, Courts, Furniture Plus, Homeland, and Dwellings. It compares the number of posts made across Facebook, Instagram, Twitter, YouTube, and TikTok, and how their posting activity has changed over time. The competitor average is 75.5 posts, which serves as a benchmark for comparison.

Here’s a detailed breakdown:

1. StandardTT.com

• Total Posts: 129
• Growth: +81.7%
• Analysis:
  • Standard leads the competitors in terms of the number of cross-channel posts, with 129 posts, which is well above the competitor average of 75.5 posts.
  • Their posting activity has seen significant growth at +81.7%, indicating a focus on increasing content production across platforms.
  • This level of activity shows that Standard is making a concerted effort to maintain a consistent and active presence across multiple social media channels, helping them stay top-of-mind with their audience.

2. Courts Trinidad & Tobago

• Total Posts: 110
• Growth: +19.6%
• Analysis:
  • Courts is the second-most active in terms of posts, with 110 posts, which is also above the competitor average.
  • Their post activity has increased by +19.6%, which is positive but not as substantial as Standard’s growth.
  • Courts is maintaining a strong presence, but the slower growth suggests they may not be scaling their content production as aggressively as Standard.

3. FurniturePlusTT.com

• Total Posts: 82
• Growth: -5.75%
• Analysis:
  • Furniture Plus ranks third with 82 posts, just above the competitor average.
  • However, their posting activity has declined by -5.75%, meaning they are producing slightly less content than before.
  • The drop in posting frequency could suggest a reduction in content strategy efforts or the possibility of focusing on other areas. They may need to revisit their content strategy to keep up with the competition.

4. HomelandTT.com

• Total Posts: 50
• Growth: +22%
• Analysis:
  • Homeland has 50 posts, which is below the competitor average.
  • However, their post activity has increased by +22%, suggesting that they are ramping up their content production to become more competitive.
  • While their total posts are still lower than the other brands, the positive growth shows that Homeland is moving in the right direction in terms of social media engagement.

5. Dwellings Trinidad

• Total Posts: 41
• Growth: -12.8%
• Analysis:
  • Dwellings has the fewest posts, with only 41 posts, which is significantly below the competitor average.
  • Their posting activity has declined by -12.8%, showing that they are reducing their content output over time.
  • This could indicate a lack of focus on social media content or challenges in maintaining a consistent posting schedule. Dwellings may need to increase its content production to keep up with the competition and engage its audience.

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Overall Analysis:

• Standard is leading in both total posts and growth, with a strong focus on increasing its content output across channels. This indicates a robust social media strategy.
• Courts is also performing well, with a high number of posts and a positive growth rate, though not as fast as Standard’s.
• Furniture Plus has maintained its post volume above the average but has shown a slight decline, suggesting room for improvement in content consistency.
• Homeland is making efforts to catch up, showing positive growth in its posting activity, though its overall number of posts is still relatively low.
• Dwellings is lagging behind in both total posts and growth, with a declining content output. This suggests a need for a stronger focus on social media to remain competitive.

Brands that increase their posting frequency, like Standard and Courts, are likely to experience more engagement and maintain visibility with their audience. Furniture Plus, Homeland, and Dwellings should consider strategies to increase their content production to stay competitive in the market.

Cross-Channel Engagement Total

This image provides a comparison of cross-channel engagement totals for Standard, Courts, Homeland, Dwellings, and Furniture Plus. Engagement metrics show how active and involved the audience is with content across platforms such as Facebook, Instagram, Twitter, YouTube, and TikTok. The competitor average is 9.82K engagements, which serves as a benchmark.

Breakdown by Brand:

1. StandardTT.com

• Total Engagement: 20.9K
• Growth: +24%
• Analysis:
  • Standard leads in cross-channel engagement with 20.9K total engagements, well above the competitor average of 9.82K.
  • Their engagement has grown by +24%, indicating steady progress in attracting interactions (likes, shares, comments) from their audience.
  • They have a balanced engagement across platforms, with noticeable contributions from Facebook, Instagram, and TikTok, suggesting their content resonates across various formats.

2. Courts Trinidad & Tobago

• Total Engagement: 12.7K
• Growth: +198%
• Analysis:
  • Courts is second with 12.7K total engagements, significantly above the competitor average.
  • Their engagement has grown an impressive +198%, indicating a major improvement in audience interaction, possibly due to more targeted content or improved social media strategy.
  • Courts is seeing strong engagement across Facebook and Instagram, and TikTok is also contributing, which means their content is starting to resonate across a variety of platforms.

3. HomelandTT.com

• Total Engagement: 9.46K
• Growth: +96.9%
• Analysis:
  • Homeland ranks third with 9.46K total engagements, which is just below the competitor average.
  • However, their engagement has nearly doubled, with +96.9% growth, showing that they are improving their audience interaction.
  • Facebook and Instagram are their main contributors, but TikTok is also starting to show some traction, suggesting they are diversifying their content strategy.

4. Dwellings Trinidad

• Total Engagement: 5.73K
• Growth: -26.6%
• Analysis:
  • Dwellings has 5.73K total engagements, which is significantly below the competitor average.
  • They have experienced a -26.6% drop in engagement, indicating that their content is not resonating as well with their audience compared to previous periods.
  • This decline may suggest a need to reevaluate their content strategy to make it more engaging and relevant, especially on platforms like Instagram and Facebook, where they have previously had stronger performances.

5. FurniturePlusTT.com

• Total Engagement: 3.24K
• Growth: -51.3%
• Analysis:
  • Furniture Plus has the lowest total engagement at 3.24K, well below the competitor average of 9.82K.
  • Their engagement has declined significantly, by -51.3%, indicating that their audience is less engaged with their content compared to previous periods.
  • This steep drop suggests that Furniture Plus may need to overhaul its content strategy, possibly by posting more consistently or creating more engaging content for platforms like Facebook and Instagram.

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Key Insights:

• Standard remains the leader in terms of overall engagement, with a well-balanced cross-channel strategy and steady growth.
• Courts has shown the most significant improvement with a +198% surge in engagement, indicating that they have effectively refined their content to attract more interactions.
• Homeland is improving, with a near doubling of their engagement, although they still have some way to go to match the top performers.
• Dwellings and Furniture Plus are both struggling, with declining engagement rates, especially Furniture Plus, which has seen a major drop of over -51%. Both brands need to reassess their social media content strategies to re-engage their audience.

Overall, Standard, Courts, and Homeland are on positive trajectories, while Dwellings and Furniture Plus need to focus on improving their engagement levels by delivering more relevant, interesting, and interactive content across their social media channels.

Cross-Channel Engagement Total / Post

This image shows the average number of interactions per post across various social media channels. The competitor average is 133 interactions per post. The percentages indicate the growth or decline in interactions per post compared to previous periods.

Breakdown by Brand:

1. HomelandTT.com

• Average Engagement per Post: 189
• Growth: +61.4%
• Analysis:
  • Homeland leads in engagement per post, with an average of 189 interactions, well above the competitor average of 133.
  • Their engagement has grown by +61.4%, which indicates that they are posting content that resonates strongly with their audience.
  • Homeland’s content strategy is clearly effective, focusing on quality over quantity by creating posts that generate a high level of interaction.

2. StandardTT.com

• Average Engagement per Post: 162
• Growth: -31.8%
• Analysis:
  • Standard follows with 162 interactions per post, which is also above the competitor average, despite a -31.8% decline in engagement.
  • This decline suggests that while they are still outperforming many competitors, their content may not be as engaging as it once was, or they may be experiencing audience fatigue with their posts.
  • Standard should assess recent content performance to identify areas for improvement and regain their previous levels of interaction.

3. Dwellings Trinidad

• Average Engagement per Post: 140
• Growth: -15.9%
• Analysis:
  • Dwellings has an average of 140 interactions per post, just above the competitor average of 133.
  • However, they have seen a -15.9% decline in engagement per post, indicating that they are struggling to maintain interaction levels.
  • They are still performing reasonably well, but they may need to refresh their content strategy to regain momentum.

4. Courts Trinidad & Tobago

• Average Engagement per Post: 115
• Growth: +149%
• Analysis:
  • Courts has 115 interactions per post, which is slightly below the competitor average but shows a remarkable growth of +149%.
  • This significant growth indicates that Courts has made considerable improvements in their content strategy, resulting in more interactions per post than before.
  • While still below the average, Courts is on a strong upward trajectory and could soon surpass the competitor average if they continue this growth.

5. FurniturePlusTT.com

• Average Engagement per Post: 39.5
• Growth: -48.4%
• Analysis:
  • Furniture Plus has the lowest average engagement per post, with only 39.5 interactions, which is significantly below the competitor average.
  • Their engagement has declined by -48.4%, indicating that their posts are not resonating with their audience and are generating far fewer interactions than their competitors.
  • This sharp decline suggests that Furniture Plus needs to reassess their content strategy immediately to improve their engagement and reverse the trend.

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Key Insights:

• Homeland is performing exceptionally well, with the highest interactions per post and significant growth, indicating a very effective content strategy.
• Standard still performs above the competitor average but is facing a decline in engagement, which requires attention to prevent further drops.
• Dwellings is close to the average but also seeing a decline, suggesting that while their content is still engaging, they are losing some momentum.
• Courts is showing an impressive +149% growth, indicating that they have turned around their engagement strategy and are on a positive trajectory, although they still need to improve to surpass the competitor average.
• Furniture Plus is severely underperforming, with both the lowest engagement and a significant decline in interaction, which calls for an immediate overhaul of their content approach to remain competitive.

This data emphasizes the importance of creating engaging content and regularly evaluating social media strategies to maintain or grow interactions per post. Brands like Homeland and Courts are examples of strong recent improvements, while Furniture Plus and Standard need to make adjustments to reverse negative trends.

Cross-Channel Applause

Cross-Channel Applause refers to the accumulation of “likes” or similar positive reactions across platforms, including Facebook reactions, Instagram likes, YouTube likes, TikTok likes, and Twitter likes. While likes are often viewed as a measure of engagement, they are not considered a highly valuable metric in digital marketing. Likes do not significantly impact a brand’s performance in social media algorithms and rarely lead to conversions or deeper audience engagement. Therefore, while tracking likes is helpful for assessing basic audience approval, marketers should focus more on metrics like comments, shares, and click-through rates, which indicate stronger levels of engagement and user interaction.

Breakdown:

StandardTT.com

• Total Applause: 18.6K
• Growth: +31%
• Analysis:
  • Standard leads with 18.6K total likes across all platforms, indicating a solid base of audience approval. However, it’s important to remember that this metric alone doesn’t reflect meaningful engagement or drive significant results.
  • The +31% growth is positive, but the brand should focus on encouraging more substantial engagement beyond likes to make the most of their content.

Courts Trinidad & Tobago

• Total Applause: 11.1K
• Growth: +193%
• Analysis:
  • Courts has shown impressive growth, with a +193% increase in applause and 11.1K total likes.
  • This rapid growth suggests Courts has significantly improved its content strategy to appeal to its audience, but again, this should be viewed as just one small piece of the larger engagement puzzle. Courts should now aim to convert these likes into more actionable engagements, such as comments, shares, or website visits.

HomelandTT.com

• Total Applause: 7.54K
• Growth: +68.9%
• Analysis:
  • Homeland also shows strong applause growth, with +68.9%, bringing their total likes to 7.54K.
  • While this growth is promising, Homeland should continue building on this momentum by encouraging more meaningful interactions, as likes alone won’t provide a deep understanding of audience sentiment or help drive conversions.

Dwellings Trinidad

• Total Applause: 5.54K
• Growth: -24.1%
• Analysis:
  • Dwellings has experienced a significant decline in applause, with a -24.1% drop and a total of 5.54K likes.
  • This decline suggests that their audience is not responding as positively to recent content. Dwellings may need to adjust their content strategy to better resonate with their followers and refocus on engagement beyond just likes.

FurniturePlusTT.com

• Total Applause: 2.68K
• Growth: -55.7%
• Analysis:
  • Furniture Plus is the weakest performer in terms of applause, with only 2.68K total likes and a significant drop of -55.7%.
  • This sharp decline highlights a critical need to rework their content strategy and engage more deeply with their audience. With likes alone not holding much value, Furniture Plus should prioritize efforts to encourage more impactful engagement, such as comments, shares, and interactions that can drive conversions.

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Conclusion:

While Standard and Courts lead in total likes, and Courts has shown remarkable growth, it’s essential for all brands to recognize that likes are not a key performance indicator that drives meaningful social media success. Applause can indicate audience approval but does not significantly affect the social media algorithms or provide value in terms of conversions. Moving forward, brands should focus on generating stronger engagement metrics, such as comments, shares, and click-through rates, to increase audience interaction and drive results that truly matter for business growth.

Cross-Channel Conversation

Cross-Channel Conversation measures the total number of comments made on posts across various social media platforms, including Facebook, Instagram, Twitter, YouTube, and TikTok. Unlike likes, comments hold significant weight in social media algorithms and are a key KPI (Key Performance Indicator) when measuring the success of the content you create. Comments represent a deeper level of engagement, as users are taking the time to interact, share opinions, ask questions, or respond to content. This metric is crucial for boosting visibility on social platforms, as higher comment activity often leads to better content performance in algorithms and increased reach.

Breakdown:

Courts Trinidad & Tobago

• Total Comments: 1.01K
• Growth: +269%
• Analysis:
  • Courts leads in cross-channel conversation with 1.01K comments, well above the competitor average of 302 comments.
  • The massive growth of +269% shows that Courts has successfully created content that encourages users to engage deeply, generating conversations that not only increase visibility but also foster community interaction around the brand.

StandardTT.com

• Total Comments: 840
• Growth: +39.3%
• Analysis:
  • Standard ranks second with 840 comments, significantly above the competitor average. The +39.3% growth shows healthy improvement in generating discussions around their content.
  • This indicates that Standard has built a solid foundation of content that resonates with its audience, leading to meaningful interactions.

HomelandTT.com

• Total Comments: 219
• Growth: +64.7%
• Analysis:
  • Homeland has 219 comments, showing substantial growth of +64.7%, although still below the competitor average.
  • While they are seeing positive growth, Homeland should aim to increase their conversation rate even further by creating more content that invites discussion and user feedback.

Dwellings Trinidad

• Total Comments: 82
• Growth: -44.2%
• Analysis:
  • Dwellings has seen a significant decline in comments, with a total of 82 and a drop of -44.2%.
  • This decline suggests that their content is not engaging the audience as much as it once did, leading to fewer discussions. Dwellings should consider revising their content strategy to encourage more interaction, such as posing questions, engaging in current trends, or creating posts that invite community participation.

FurniturePlusTT.com

• Total Comments: 68
• Growth: -61.8%
• Analysis:
  • Furniture Plus has the lowest total comments at 68, with a dramatic decline of -61.8%.
  • This steep drop indicates a lack of engaging content that sparks conversation. They need to focus on producing content that encourages users to leave comments, such as asking for opinions, running interactive campaigns, or responding to comments to build engagement momentum.

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Conclusion:

• Comments are a critical engagement metric, as they weigh heavily in social media algorithms and indicate how well your content resonates with your audience.
• Courts is performing exceptionally well, leading the competition with over 1K comments and impressive growth, showing that their content is driving significant discussions.
• Standard also performs well with 840 comments, maintaining strong audience interaction and seeing positive growth.
• Homeland is growing steadily but needs to push further to compete with top performers, while Dwellings and Furniture Plus are both seeing sharp declines, indicating a need for a shift in strategy to create more interactive content that invites discussion and feedback.

To achieve more success, brands should aim to create content that invites user interaction, such as posing questions, encouraging debates, responding actively to comments, and tapping into current trends. This approach will not only boost comments but also improve the overall social media algorithm performance and visibility of the content.

Cross-Channel Amplification

Cross-Channel Amplification tracks the number of shares across all monitored social media platforms, such as Facebook, Twitter, and TikTok. Shares are one of the most powerful metrics in social media algorithms because they help amplify your content beyond your immediate audience. When users share your content, it reaches their networks, leading to increased visibility, brand awareness, and potential engagement. Creating shareable content is crucial for maximizing your reach, as it allows your content to spread organically and enhances your performance in social media algorithms.

Breakdown:

HomelandTT.com

• Total Shares: 1.70K
• Growth: +718%
• Analysis:
  • Homeland leads the competition with an impressive 1.70K shares, which is significantly above the competitor average of 942.
  • Their growth of +718% shows that Homeland has successfully created content that resonates with their audience and encourages sharing, which helps them amplify their message across a wider audience.
  • Homeland’s focus on shareable content is clearly paying off, leading to a high amplification rate and increased visibility.

StandardTT.com

• Total Shares: 1.45K
• Growth: -29.2%
• Analysis:
  • Standard follows closely behind with 1.45K shares, still above the competitor average but with a -29.2% decline in shares.
  • Despite a strong overall share count, the drop in growth suggests that Standard may not be producing as much shareable content as they did previously.
  • Standard should focus on reversing this decline by creating more content that encourages users to share, such as valuable tips, engaging visuals, or interactive content that people want to spread within their networks.

Courts Trinidad & Tobago

• Total Shares: 570
• Growth: +184%
• Analysis:
  • Courts is below the competitor average but has experienced solid growth, with +184% in amplification and 570 shares.
  • This indicates that Courts is improving its strategy to create shareable content, helping to spread its message more effectively across social platforms.
  • While their share count is still on the lower side, the strong growth suggests Courts is moving in the right direction and should continue to focus on content that users want to share, such as promotions, useful content, or community-driven posts.

FurniturePlusTT.com

• Total Shares: 498
• Growth: +12.4%
• Analysis:
  • Furniture Plus has 498 shares, slightly below the competitor average, but they have seen modest growth of +12.4%.
  • This indicates that while they are improving, they have room to grow in terms of creating content that drives higher amplification.
  • Furniture Plus should focus on experimenting with different types of content, like interactive posts, user-generated content, or viral trends that encourage their audience to share more often.

Dwellings Trinidad

• Total Shares: 117
• Growth: -67.8%
• Analysis:
  • Dwellings is the weakest performer, with only 117 shares and a significant decline of -67.8% in amplification.
  • This sharp drop indicates that Dwellings is struggling to produce content that encourages users to share, leading to a limited reach and reduced visibility.
  • Dwellings needs to focus on creating highly shareable content, such as inspirational or educational posts, engaging visuals, or content tied to viral moments, to regain traction and increase its amplification.

Key Insights:

Shares are critical for social media success, as they help to amplify content and increase its reach far beyond the original audience. Brands like Homeland are excelling at creating shareable content, as reflected by their impressive 718% growth in amplification. Standard and Courts are also doing well but could benefit from producing more shareable posts to improve their overall performance. Furniture Plus has room to grow in this area, while Dwellings needs to make significant improvements to regain its amplification potential.

The key takeaway is that brands should focus on creating content that people want to share—this could include highly engaging visuals, relevant information, community-driven initiatives, or timely content that taps into current events or trends. By increasing shares, brands will improve their visibility, boost their performance in social media algorithms, and ultimately drive more meaningful engagement.

Top Landscape Posts

This image highlights the top 5 performing posts from the last 28 days across multiple brands, focusing on the total engagement and engagement rate by follower. Without diving into the specific post details, it’s clear that Homeland dominates the leaderboard, holding the #1 performing post on TikTok, with an impressive 3.03K engagements. This suggests that Homeland is leveraging TikTok effectively to generate high engagement.

Additionally, it’s important to note that TikTok is the platform driving the top-performing posts for all the entries shown.

Engagement Rate by Follower

The Engagement Rate by Follower measures how engaged a brand’s audience is relative to the number of followers they have. It’s calculated by dividing the total engagement (likes, comments, shares, etc.) by the number of followers, providing a percentage that reflects how interactive a brand’s content is with its audience. A high engagement rate shows that a brand’s followers are highly involved with the content, even if the overall follower count is lower.

In this image, we can see that some posts have very high engagement rates, indicating that even with a smaller or medium follower base, the content is resonating well with the audience.

Having a large following can sometimes work against you if your audience isn’t genuine or engaged. When brands don’t audit their followers and their large followings are inflated with bots or fake accounts, it can significantly lower engagement rates. This is because engagement metrics (likes, comments, shares) are divided by the total follower count. If many followers are fake or inactive, your engagement appears lower, making it seem like your audience isn’t interested in your content.

Negative Impacts:

1. Algorithm Penalty: Social media algorithms prioritize content with high engagement. If your posts consistently show low engagement compared to your follower count, your content might not get promoted to wider audiences, limiting reach.
2. Brand Perception: A low engagement rate can give the impression that your content isn’t resonating with your audience or that your brand has lost credibility, which can affect trust and discourage real followers from interacting.
3. Wasted Resources: Investing time and money into growing your follower count without ensuring that these followers are real and engaged wastes resources. The goal should be to build a genuine audience that interacts with your content, not just inflate numbers for appearance.

To maintain a healthy engagement rate, brands should regularly audit their followers to ensure their audience is real, active, and aligned with their target demographic. This helps build a more authentic relationship with followers and boosts algorithm performance.

Activity and Engagement

This image provides a summary of posting activity and average engagement rate by follower and it compares the total number of posts made during a given period with the engagement rate generated by those posts. The landscape average for posts is 82.4, and the average engagement rate is 0.15%.

Breakdown:

HomelandTT.com

• Posts: 50
• Engagement Rate by Follower: 0.30%
• Analysis:
  • Homeland has the highest engagement rate of 0.30%, which is double the overall average of 0.15%, despite having only 50 posts, which is below the landscape average of 82.4.
  • This shows that Homeland’s content resonates strongly with their audience, generating high interaction even with a lower posting frequency. It indicates they focus on quality over quantity, which is driving better engagement with their followers.

Dwellings Trinidad

• Posts: 41
• Engagement Rate by Follower: 0.22%
• Analysis:
  • Dwellings also has a strong engagement rate of 0.22%, which is above the industry average.
  • However, they posted only 41 times, well below the landscape average, yet still managed to maintain solid engagement with their audience. This suggests their content is performing well despite fewer posts.

StandardTT.com

• Posts: 129
• Engagement Rate by Follower: 0.15%
• Analysis:
  • Standard posted 129 times, which is significantly higher than the landscape average of 82.4. Despite this, their engagement rate is exactly in line with the overall average at 0.15%.
  • This suggests that while Standard is posting frequently, their content may not be as engaging or targeted, resulting in average levels of interaction despite high posting activity. They may benefit from improving the quality of their content to boost interaction.

Courts Trinidad & Tobago

• Posts: 110
• Engagement Rate by Follower: 0.13%
• Analysis:
  • Courts has made 110 posts, which is above the landscape average but has an engagement rate of 0.13%, slightly below the average.
  • This shows that while Courts is maintaining a healthy posting schedule, their audience engagement is not as strong as it could be. Courts should aim to refine their content strategy to drive more engagement and interaction with each post.

FurniturePlusTT.com

• Posts: 82
• Engagement Rate by Follower: 0.057%
• Analysis:
  • Furniture Plus posted 82 times, close to the landscape average of 82.4, but they have the lowest engagement rate of 0.057%, which is well below the average.
  • This low engagement rate indicates that Furniture Plus is struggling to connect with its audience through the content they are publishing. They need to reassess their content strategy and find ways to create more engaging and relevant posts to boost their interaction levels.

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Key Takeaways:

• Homeland and Dwellings lead the group in engagement rates despite having fewer posts, showing that quality content can outperform a high volume of posts.
• Standard and Courts are posting more frequently but have engagement rates closer to the industry average, indicating the need to focus more on increasing the value and appeal of their content to improve interaction.
• Furniture Plus needs to drastically improve its engagement strategy, as its posting frequency is in line with the landscape average, but its engagement rate is extremely low.

This analysis underscores the importance of not just focusing on the number of posts but also on creating content that resonates with the audience to achieve a higher engagement rate.

Post Channels

This image provides a comparative analysis of post activity and engagement rate across social channels, with the left side focusing on Courts Trinidad & Tobago’s activity and the right side showing the broader industry landscape (average activity across all companies in the sector).

Breakdown of the Data:

Left Side (Courts’ Activity by Channel)

• Facebook: Courts posts 1.37 times per day on Facebook, making it their most active channel.
• TikTok: Courts posts 1.23 times per day on TikTok, which is nearly as frequent as Facebook.
• Instagram: Courts posts 1.07 times per day on Instagram, making it the platform with the least daily activity, but still above one post per day.

Right Side (Landscape Activity and Engagement by Channel)

• TikTok:
  • The landscape average for TikTok posts is 0.45 per day, which is lower than Courts’ posting frequency.
  • TikTok has the highest engagement rate by follower at 0.78%, showing that content on TikTok tends to drive more interaction and engagement than other platforms.
• Instagram:
  • The landscape average for Instagram posts is 1.10 per day, slightly above Courts’ frequency of 1.07 per day.
  • Engagement rate by follower for Instagram is 0.18%, lower than TikTok but higher than Facebook.
• Facebook:
  • The landscape average for Facebook is 1.20 posts per day, which is lower than Courts’ 1.37 posts per day.
  • The engagement rate for Facebook is the lowest among all platforms at 0.088%, indicating that Facebook tends to have less interaction compared to TikTok and Instagram.

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Key Insights:

1. Courts’ Activity:
   • Courts is most active on Facebook, but this platform has the lowest engagement rate across the industry. Despite this, they are posting more frequently than the industry average, which may not be yielding the best return on engagement.
   • TikTok, though not their most active channel, is a strong platform for engagement across the industry, with the highest average engagement rate. Courts’ posting rate on TikTok is higher than the industry average, indicating they are taking advantage of this platform’s strong engagement potential.
   • Instagram is another platform where Courts is close to the landscape average in terms of posting frequency, but they might not be seeing the same engagement as on TikTok.
2. Platform Strategy:
   • TikTok is the platform driving the highest engagement rates in the landscape, making it an essential platform for increasing visibility and user interaction. Courts should consider maintaining or even increasing their TikTok activity to capitalize on this high engagement rate.
   • Facebook, while the most frequently used channel by Courts, generates the least engagement across the industry, suggesting that Courts might want to reduce the focus on quantity and instead focus on quality or explore different types of engaging content on this platform.

Courts should continue prioritizing TikTok due to its higher engagement potential and consider adjusting its Facebook strategy to drive more meaningful engagement. While they are maintaining a balanced approach across platforms, shifting more resources toward platforms with higher engagement rates could enhance their overall social media performance.

Post Types

These images provide an analysis of post types and their respective engagement rates. The left-hand column focuses on Courts Trinidad & Tobago’s activity by post type, while the right-hand column presents the landscape data, which averages the activity and engagement across the industry.

Breakdown of Data:

Courts’ Activity by Post Type (Left Column):

• Video:
  • Posts per Day: 1.67 posts per day
  • Analysis: Video is the most frequent post type for Courts, with an average of 1.67 posts per day. This aligns with the fact that video content tends to generate higher engagement.
• Photo:
  • Posts per Day: 1.27 posts per day
  • Analysis: Photo posts are also quite frequent, with 1.27 posts per day. However, photos typically generate less engagement compared to videos.
• Reel:
  • Posts per Day: 0.60 posts per day
  • Analysis: Reels are posted less frequently, at 0.60 posts per day. Reels are shorter, engaging videos that could potentially generate higher engagement if posted more frequently.
• Carousel:
  • Posts per Day: 0.13 posts per day
  • Analysis: Carousel posts are the least frequent type of content for Courts, with 0.13 posts per day. Carousels allow multiple images in one post, and while they are less common for Courts, they can encourage users to interact more by swiping through.

Industry Landscape Activity and Engagement (Right Column):

• Video:
  • Posts per Day: 0.61 posts per day
  • Engagement Rate by Follower: 0.33%
  • Analysis: Across the industry, videos generate the highest engagement rate at 0.33%, even though they are posted less frequently compared to other post types. This reinforces the importance of prioritizing video content to maximize engagement.
• Reel:
  • Posts per Day: 0.33 posts per day
  • Engagement Rate by Follower: 0.27%
  • Analysis: Reels, a popular form of short video content, have an engagement rate of 0.27%, which is also strong. However, the frequency of reel posting across the industry is lower than video or photo posts.
• Link:
  • Posts per Day: 0.06 posts per day
  • Engagement Rate by Follower: 0.19%
  • Analysis: Links have a lower posting frequency and moderate engagement rate of 0.19%, which makes them less effective compared to video content.
• Carousel:
  • Posts per Day: 0.51 posts per day
  • Engagement Rate by Follower: 0.18%
  • Analysis: Carousels are posted moderately across the industry and have a lower engagement rate of 0.18%. Although useful for displaying multiple pieces of content in one post, they do not generate as much interaction as videos or reels.
• Photo:
  • Posts per Day: 1.23 posts per day
  • Engagement Rate by Follower: 0.064%
  • Analysis: Photos are posted frequently across the industry (on par with Courts’ own activity), but they yield the lowest engagement rate at 0.064%. This suggests that photo posts may not be as effective in driving interaction.

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Key Insights:

1. Video Dominates Engagement: Both for Courts and across the industry, video is the top-performing content type in terms of engagement. Courts is already prioritizing video content, posting 1.67 videos per day, well above the industry average of 0.61 per day, which is a positive strategy to maintain.
2. Photos are Less Effective: Although photo posts are common (both for Courts and the industry), they generate the lowest engagement rate. Courts may want to consider reducing the frequency of photo posts and shifting their focus to more video or reel content, which delivers higher engagement.
3. Reels Have High Potential: While reels are posted less frequently than videos, they still generate a strong 0.27% engagement rate across the industry. Courts could potentially increase their posting of reels (currently 0.60 posts per day) to capitalize on this engagement opportunity.
4. Carousels Could be Underutilized: Carousels are rarely used by Courts (0.13 posts per day) and have a moderate engagement rate. Since carousels allow for multiple pieces of content in one post, increasing their frequency could help drive more interaction with diverse content.

Video remains the strongest post type to drive engagement both for Courts and across the industry. Reels are also a growing area of opportunity. Courts should consider shifting more focus to these two formats, while potentially reducing the volume of photo posts, which generate the lowest engagement overall.

Post Times

This image presents an analysis of post times in terms of activity and engagement for Courts Trinidad & Tobago, compared to the industry landscape. The data is broken down by hour of the day and day of the week, showing both posting activity and engagement rates.

Breakdown:

Top Left: Average Activity per Published Hour

• This graph shows the posting frequency at different hours of the day.
• Courts posts most frequently between 12 AM and 6 AM, with a peak around 1-2 AM, and then again in the evening around 8 PM. Posting activity is lowest from 8 AM to 6 PM.
• The industry (landscape) posting activity is more evenly distributed throughout the day, with a smoother pattern that doesn’t have significant peaks or troughs like Courts.

Top Right: Average Activity per Published Day

• This graph shows posting frequency by day of the week.
• Courts posts the most on Tuesdays, followed by Saturdays. Their activity dips on Wednesdays and Thursdays, with a rebound on Fridays.
• The landscape average shows a more balanced posting frequency across the week, though there’s a slight peak on Tuesdays and Wednesdays.

Bottom Left: Average Engagement Rate per Published Hour

• This graph shows the engagement rate at different hours of the day.
• Courts experiences an engagement spike around 8 AM, which is significantly higher than other times of the day, but activity during that time is low.
• The engagement rate flattens out during the rest of the day, with minimal engagement between 8 AM and 6 PM. Interestingly, Courts has little engagement during the evening hours, despite posting frequently then.
• The landscape shows a more consistent engagement rate, with moderate engagement throughout the day, particularly around 8 PM.

Bottom Right: Average Engagement Rate per Published Day

• This graph shows engagement rates by day of the week.
• Courts’ highest engagement rates occur on Tuesdays and Fridays, aligning with their higher posting activity on Tuesdays.
• The lowest engagement rate occurs on Saturdays, even though Courts posts frequently that day.
• The landscape data suggests higher engagement rates on Tuesdays and Wednesdays, with a slight drop-off toward the weekend.

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Key Insights:

1. Post Activity vs. Engagement:
   • Courts is posting frequently during early morning hours (12 AM – 6 AM) and evening hours (around 8 PM), but the highest engagement spike is around 8 AM. This means that their posts might not be optimally timed for when their audience is most engaged.
   • Tuesdays are a strong day for both posting activity and engagement, which aligns well with Courts’ strategy. However, Saturdays show high posting activity but low engagement, suggesting a mismatch between the content or timing and audience behavior.
2. Comparison to the Landscape:
   • The landscape shows a more consistent posting pattern throughout the day and week, with engagement staying relatively steady, especially in the evening. Courts’ engagement spikes could be better distributed by adjusting their posting times to align with audience habits.

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Recommended Strategies for Posting:

1. Post Timing (Hours):
   • Courts should consider increasing their posting activity around 8 AM, as this is when they see their highest engagement spike. This could capture more attention during a time when their audience is more likely to engage with content.
   • Evening posting around 8 PM should remain consistent, as this aligns with general industry engagement trends, and posting during this time can take advantage of audience activity later in the day.
2. Best Days to Post:
   • Tuesdays are currently working well for both activity and engagement. Courts should maintain or even increase posting on this day.
   • Fridays also show good engagement and should be targeted for high-quality content to capitalize on audience interaction before the weekend.
   • Saturdays should see reduced posting or content experimentation, as engagement is lower despite frequent activity.
3. Optimizing for Engagement:
   • Focus on the 8 AM and 8 PM windows, where engagement tends to spike.
   • Maintain consistent posting on Tuesdays and Fridays, while reducing the emphasis on Saturdays unless content experimentation can drive higher engagement.

By adjusting their posting strategy to match audience engagement patterns, Courts can maximize the impact of their content and ensure they reach their followers when they are most likely to interact.

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Summary:

• Best in Website Traffic: Courts Trinidad & Tobago is the leader by far, dominating market share with the highest visits.
• Best in Social Media Performance:
  1. StandardTT.com – Best overall social media engagement and amplification.
  2. Courts Trinidad & Tobago – Rapid growth in comments, shares, and engagement, positioning them as a rising star.
  3. HomelandTT.com – Exceptional in generating shareable content, particularly on TikTok.
  4. FurniturePlusTT.com – Needs to improve engagement quality but shows modest growth in amplification.
  5. Dwellings Trinidad – Significant room for improvement across all social media metrics.

Website Traffic Overview:

From the Share of Visits and Traffic Performance data, Courts dominates website traffic compared to its competitors. Below is a ranking based on their website traffic performance:

1. Courts Trinidad & Tobago:
   • 54.07% of the market share in website visits.
   • Leads significantly with 442.3K visits.
   • Despite a 27.9% drop in visits, they still hold a commanding lead.
2. Furniture Plus:
   • Holds 22.58% of the market share.
   • 91.2K visits with a growth of +38.88%, showing positive momentum.
3. StandardTT.com:
   • Accounts for 16.02% of the market share.
   • 77.5K visits, but traffic has declined by -56.83%.
4. HomelandTT.com:
   • A small share at 3.01% of the market.
   • 12K visits, with a significant -58.58% drop in traffic.
5. Dwellings Trinidad:
   • Lowest traffic with only 1.09% of the market share.
   • 5.4K visits, experiencing the steepest drop of -68.55%.

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Social Media Performance Ranking:

For social media performance, we consider factors like cross-channel engagement, engagement rate per post, amplification, and shareable content strategies across platforms such as Facebook, Instagram, TikTok, and more.

1. StandardTT.com:
   • Best social media presence overall in terms of total engagement, with 20.9K interactions across platforms and 129 posts. They lead in amplification (1.45K shares) despite a decline in growth (-29.2%).
   • Strong on TikTok with high posting activity, leveraging the highest engagement platform well.
2. Courts Trinidad & Tobago:
   • Strong recent growth, particularly in comments (1.01K comments, +269%) and cross-channel engagement (12.7K interactions, +198%).
   • They have shown tremendous improvements in amplifying content, with a +184% increase in shares (570 shares).
   • Their growth on TikTok is notable, and they are effectively increasing social media engagement overall.
3. HomelandTT.com:
   • Leads in amplification (1.70K shares, +718%), showing that their content is widely shared.
   • While they don’t lead in overall engagement numbers (9.46K total engagement), their focus on shareable content (TikTok) is paying off.
   • Engagement per post is solid, and they have been maximizing the engagement rate on posts.
4. FurniturePlusTT.com:
   • Struggling in terms of overall engagement, with only 3.24K interactions, and a 51.3% drop in cross-channel engagement.
   • Their amplification rate is also low (498 shares), but they have seen a +12.4% growth.
   • They need to focus on improving the quality and shareability of content.
5. Dwellings Trinidad:
   • Weak social media performance, with only 5.73K total engagements and a significant decline in engagement (-26.6%).
   • Amplification and engagement are both low (117 shares, -67.8%), indicating a need for stronger content strategies.

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