Instagram likes and comments account for the majority of U.K. and U.S. consumers’ interactions with brands, especially in the Beauty and Fashion categories. In Mexico, however, 96% of consumers’ interactions with Fashion brands are on Facebook. And just 1% of consumers’ interactions with Beer brands happen on Instagram, according to L2’s Digital IQ Index: Beer Mexico. Beer brands in Mexico have chosen their social media platforms accordingly; Facebook has the highest adoption rate among Beer brands. However, the small group of brands that have created Instagram accounts post regularly.

Unlike in the U.S. and Europe, Twitter is thriving in Mexico and is projected to have 10 million users in Mexico by 2017. Thirty-two percent of Beer brands have a Twitter account and 71% of those accounts are active. Community size are close to eight times Instagram equivalents.

Compared to other social media platforms, overall adoption on YouTube is low. Brands like Bohemia and Miller Genuine Draft lack channels, and only half of brands post regularly.

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