Q2 report_SoMe results.pptx
STRAUMANN HQ CHANNELS
INTRODUCTION
Thisreportdisplaysthe Q2 2025 datafromtheStraumannHQsocialmediaaccounts.
• Instagram: straumannglobal
• LinkedIn:Straumann –targetingallcountries
• Facebook:Straumann(default) –targetingallcountrieswithoutalocalFacebookpage.
Sources: Brandwatch andtherespectiveplatforms(Instagram, LinkedIn,Facebook)
Color coding:
Variationcomparedto Q1 2025
Q2 SOCIAL MEDIA WINS
SNAPSHOT
All channels, paid and organic
Impressions
Numberoftimesposts/ads appearedonscreen
Engagement rate
Totalengagement/reach (organic)
Reach Uniqueusersreached
Total engagement
Likes,comments,shares,saves
Clicksontheposts/ads’links
Trendcomparedtotheprevious quarter: increasing decreasing
Strongvisibilityboost: Impressionsandreachsurged, mainlydrivenbypaidcampaigns. Thisisalsoreflectedintheincrease inclicks.
Engagementreturnedtoits usuallevel:Totalengagement droppedvsQ1,reflectinga normalizationafterQ1’sexceptional peaks(e.g.,Busercollaborations). ComparedtoQ22024,engagement stillincreasedby+4%.
Videowatchtimedecreased: Suggestsaneedtoreviewand optimizereelscontent.
SNAPSHOT
All channels, paid and organic
CTR
The%ofuserswhoclickedon theposts’links,outofthetotal reach
Cost per landing page visit
Theamountpaidforeachvisit
Landing page visits
Sessions
Strongtrafficgrowth: Landingpagevisitsandengaged visitsgrewinlinewiththeclicks increase.
Engaged landing page visits
Sessionslastingmorethan10 seconds
Button clicks
Buttonsclicksonthelanding page(register,learnmore…)
Avg. visit time on landing page
Betteradefficiencywith refinedtargeting:Overallbudget spentwasslightlylower(-1.2kCHF vsQ1),yetvisitsincreased, showingmoreefficient campaigns.Theslightcostper visitincrease(+10%)canbe explainedbyaudience refinementsandahighershareof Europeancampaigns,whichare typicallymoreexpensive.
Interactionqualitydecrease explained:Buttonclicksandvisit timesdropped,partlybecause someQ2websitesrequiredfewer buttonclicks(e.g.,youTooth articles,CampusLive,SKILL).
SNAPSHOT
BY CHANNEL
Instagram:
Engagementnormalized afterQ1peaks,butan increaseinprofiletaps, landingpagevisits,and buttonclicksconfirms continuedinterestin sharedtopics.
LinkedIn:Engagement slightlydecreased,butCTR improvedthanksto carousel/documentclicks. Conversionsgrew,showing qualitytrafficdespitefewer interactionsonposts.
Facebook:Forthefirst timeinmonths, engagementincreased significantly(+50%,~1k engagementsorganically), confirmingrenewed audienceactivity.
FOLLOWERS
• Instagram:Biggestgrowthinmonths(+5.6%),confirmingrenewedaudienceinterest.
• LinkedIn:Steady,consistentgrowth(+3%),maintainingitsupwardtrajectory.
• Facebook:Followerbasefinallyreverseditsdownwardtrend,growingslightly(+0.3%)aftermonthsofdecline.
FORMATS
Instagram:Verticalvideosremainthetopperformingformatforengagement,followed byhorizontalvideos(Emdogain30years video,UN!Qteaser).Carouselsandbanners showloweraverageengagement,butsome specificpostsintheseformatsperformed exceptionallywell,confirmingthatcontent qualityandtopicrelevancestronglyinfluence performance.
LinkedIn:Verticalvideosandbannersare themostengagingformats.Carousels underperforminengagementbutremainkey fordrivingclicksandtraffic(asseeninCTR results).
ORGANIC ENGAGEMENT RATES DEPENDING ON FORMATS
ENGAGEMENT
BY CATEGORY, ORGANIC
ORGANIC ENGAGEMENT RATES DEPENDING ON CATEGORIES
Top-performing categories: 3rd party course (Istvan Urban), events behind-the-scenes/recaps, and product posts achieved the highest engagementoverall.
Platform-specifictrends:Product-postsperformparticularlywellonInstagram,whilewebinar/coursescontentperformsbestonLinkedIn.
ENGAGEMENT
BY TOPIC, ORGANIC
ORGANIC ENGAGEMENT RATES DEPENDING ON TOPICS
Eventsandstrategicproduct-relatedpostsperformedbest:IDS(wrap-upvideo)leadsonbothplatforms,whileiEXCEL,SmileCloud,UN!Q,Midas, andAXSalsorankedamongthetopperformers.
ProTalkteasers:Engagementhasbeendecliningpostafterpost,showingagradualdecreaseinaudienceinteractionovertime.
POSTS COUNT
BY TOPIC, ORGANIC
In line with the current strategic priorities, iEXCEL remains the main focus (8 posts), followed by industry-related topics such as ProTalk and majorevents,includingiEDandEuroperio.
Productcontentcouldberebalanced:Emdogainwasslightlyoverrepresented(6postsvs~3forsimilarproducts).
TOP / NOPE POSTS - INSTAGRAM
ORGANIC
Poststhatgeneratedthemostuserfollows(besidesregrams,cfnextslide): iEXCELsimplicitybanner(+11newfollowers)
HIGHLIGHTS 2
TOP POSTS – INSTAGRAM (REGRAMS)
ORGANIC
JARRY - MACRO TLX
FLORIN COFAR - SMILECLOUD LANIS – 8 YEARS FOLLOW UP
TOP / NOPE POSTS - LINKEDIN
ORGANIC
MIDAS / SIRIOS GREEN
UN!Q TEASER
IEXCEL TORCFIT CAROUSEL EMDOGAIN CASEBOOK REMINDER
LANDING PAGE VISITS
ALL CHANNELS, PAID
Landing page view rate (engaged sessions): users who clicked our link and stayed on the page long enough to interact. It reflects meaningful traffic qualitybeyondsimpleclicks.
Strong overall efficiency: Most landing pages performed above the 2025 average view rate (54%), while costs remained below average (0.25 CHF), suggestinganoverallimprovementcomparedtoQ1.
Mixed cost vs engagement: Brito’s webinar on Immediacy reached excellent engagement (81%) but with slightly higher costs (0.21 CHF), likely due to refinedtargeting.
Landingpageviewrate(engagedsessions)
Costperlandingpageviews(CHF)
AVERAGE TIME SPENT ON LANDING PAGES
Lower time spent compared to Q1: Most landing pages performed below the 2025 average (39 sec), indicating lower user engagement than in Q1.
TopperformersinQ2:Productpages,iED,andmostyouToothpagesgeneratedthelongestsessions.
SKILL and CampusLive pages: shorter sessions as expected. These pages are designed for quick registration rather than long reading times; hence,alowersessiondurationisconsistentwiththeirpurpose.
CAMPAIGNS – MED.EDU
*websitevisitsandbuttonclicksaren’ttrackedfor3rdpartywebsites
CAMPAIGNS – PMS AND MARCOM
SUMMARY
HighlightsfromQ12025
• Strongvisibilityandtrafficgrowth:Impressions,reach,andclickssurged,mainlydrivenbypaidcampaigns.Landingpagevisitsgrewsignificantly, withmostpagesperformingabovethe2025averageviewrate(54%).
• Positiveshiftsinaudiencegrowth:Instagramexperienceditsbiggestfollowergrowthinmonths,andFacebook’sfollowerbasestartedgrowing againaftermonthsofdecline.
• InstagramnormalizationafterQ1peaks:TotalengagementdroppedvsQ1butreturnedtoitsusuallevelafterQ1’sexceptionalpeaks(Buser collaborations).ComparedtoQ22024,engagementisactually+4%higher,showinglong-termgrowth.
• HighCTRonLinkedIn:CTRimproved(+2pp),stronglysupportedbycarouselanddocumentclicks,confirmingtheplatform’sstrengthfortraffic generation.
• FirstpositiveorganictrendonFacebook:Forthefirsttimeinmonths,Facebookorganicengagementshavesurgedsignificantly(+50%,~1k interactions),indicatingrenewedaudienceactivity.TheplatformisgraduallycatchingupwithLinkedInintermsofengagement(e.g.somewebinars andtheSciencecorporateforumcarouselgeneratedmoreinteractionsonFacebookthanonLinkedIn.Clinicalcasesalsoperformedwell,despite beingsharedassingle-bannerpostsratherthanfullcarouselsshowcasingtheentirecase).
SUMMARY
What’sworking
• Productcontent(iEXCEL,Midas,UN!Q,Smilecloud,SIRIOS)performsparticularlywellonInstagram,whilewebinars/coursescontentleadson LinkedIn,reflectingplatform-specificbehaviors.TheEmdogain30-yearsvideogothigherviewsthaninaverageonInstagramandanicereachon Facebook.
• Clinicalcasescontent(youTooth)andeventscontinuetoattracthighengagementandlongersessions.
• Assetsfeaturing'heroes'ratherthanproductstendtounderperformorganicallybutgeneratestrongerengagementwhenpromotedthroughpaid ads.
Challenges
• LowertimeonlandingpagesvsQ1:Averagetimespentdecreased(mostpagesbelow39sec),likelyduetofewerhigh-engagementcampaignsin Q2.
• ProTalkengagementdeclining:Engagementcontinuestodroppostafterpost.Opportunity:reworkformatsordiversifytopicstosustainaudience interest.
• Overrepresentedproducttopics:Emdogainappearedmorefrequentlythanotherproducts,whichcouldriskaudiencefatigue.
• Videoperformanceissue:VideoviewsdroppedsharplyonInstagram(-53%)andFacebook(-64%),indicatingtheneedtoreviewreels/video strategy.
STRAUMANN COUNTRIES’ CHANNELS
INTRODUCTION
Thisreportdisplaysthe Q2 2025 datafromtheStraumann localsocialmediaaccounts. Itexcludesdatafromthe StraumannHQchannels.
Sources: Brandwatch andtherespectiveplatforms(Instagram, LinkedIn,Facebook)
Color coding:
Variationcomparedto Q1 2025
SNAPSHOT – ALL COUNTRIES Instagram
DataexcludesHQchannels.
Instagram shows stronger upward trends at country level, with higher engagement momentum compared to HQ, where performance normalized after Q1peaks.
SNAPSHOT – ALL COUNTRIES
INSTAGRAM PAGES IN THE SPOTLIGHT
Aselectionofpagesshowinggrowthinfollowers,reach,totalengagementsandengagementrates.
Followers Reach Engagements
Growthacrossallindicators—engagement,reach,andfollowers—iscrucialforthelong-termsuccessofasocialmediapage.Ahigherengagement ratemeansthecontentresonateswellwiththeaudience,fosteringmoremeaningfulinteractions.Atthesametime,anincreaseinreachindicates thatthecontentisbeingseenbyabroaderaudience,whichhelpsbringinnewfollowersandenhancesbrandvisibility.
OthercountrypagescouldbenefitfromanalyzingthesestandoutInstagramchannels'strategiesandbestpractices.Byidentifyingwhatcontent types,formats,orpostingfrequenciesaredrivingthesesuccessfulresults,theycanreplicatethesestrategiestoboosttheirgrowth.
TOP POSTS - INSTAGRAM
BRAZIL
TURKEY
SPAIN
INNOVATION TOUR FAST MOLAR
TOP POSTS - LINKEDIN
3SHAPE TRIOS 6 DIGITAL SMILE SUMMIT APAC SYMPOSIUM INVITE DISCOVER STRAUMANN
STRAUMANN COMPETITORS
INTRODUCTION
Thisreportdisplaysthe Q2 2025 datafromselectedStraumann’s competitors’globalchannels andcomparesittothe StraumannHQchannels.
Sources: Brandwatch andtherespectiveplatforms(Instagram, LinkedIn,Facebook)
Color coding:
Variationcomparedto Q1 2025
SNAPSHOT
• Followergrowthleader:Straumanngainedthemostfollowers(+2.6k),confirmingstrongbrandattractiveness.
• Reachleaderbutslowergrowth:StraumannholdsthehighestorganicreachaheadofNobelBiocare,whileOsstemshowsthestrongestreach growth,followedbyNobelBiocare.
• Engagementtrends:Straumannachievedthehighesttotalengagements(11k),butOsstemleadsinaverageengagementperpost(179vs Straumann’s159).
FORMAT MIX AND SOV
Instagram, organic
FORMAT MIX
SOV
• NobelBiocare:Carousel-heavy;engagementslightlydecreased(-12%),sotheformataloneisn’tdrivinggrowth.Contenttypelikelyplaysabigger role.
• Osstem:Balanceduseofcarouselsandvideos;engagementtrendstronglypositive(+115%,cf.previousslide),suggestingitsmixand content strategyresonatebest.
• ZimmerBiomet&DentsplySirona:Video-focused,butengagementremainslowordeclining,confirmingthatvideosalonedon’tguarantee higherinteraction
—likelytopicorcreativequalityissues.
TOP POSTS - INSTAGRAM
URBAN – LIVE SURGERY INVITE
SMILE WITH PRIDE MIDAS – SIRIOS BANNER
DENTAL CHAIR
SUMMARY
Nobel Biocare
Dentsply Sirona
• Strongeducationalpositioning:Emphasisonhands-oncourses,webinars,andtheupcomingGlobal Symposium,highlightingeducationandinnovation.
• Scientificcredibility&productinnovation:Frequentreferencestoevidence-basedclaimsandpromotionof innovativeproducts(e.g.,NobelProcera®EstheticZirconiaImplantBridge).
• Focusonclinicalexcellence:Topicslikeperi-implanttissuemanagementanddigitalworkflows(All-on-4®, zygomaticimplants)aimtoenhanceclinicaloutcomes.
• Education&training:Strongfocusonuniversityvisits,trainingprograms,andspeakerdevelopment initiativestoadvanceendodonticandimplanteducation.
• Sustainability&CSR:Highlightseffortstoreduceplasticuseandeco-friendlypractices,alongside communityoutreach(e.g.,freedentalcareforunderservedchildren).
• Diversity&collaboration:Promotesinclusioninitiativesandstressestheimportanceofcollaborationin shapingdentalinnovation.
• Digitaldentistryleadership:Strongemphasisondigitalworkflowstoimproveefficiencyandpatient outcomes,withproductslikeRealGUIDEsoftware,BellaTek,andT3PROimplants.
Zimmer Dental (ZimVie)
Osstem
• Education&skillenhancement:Regularwebinarsandhands-oncoursesonimplantdentistryandaesthetic restorations.
• Sustainability&community:Highlightssustainabilityinitiativesandeffortstoengagedentalprofessionals globally.
• Innovation&productlaunches:HighlightsnewsolutionsliketheEasyScrewRemovalKit,eDriverPlus,and advancementsindigitalguidedimplants.
• Strongeducationalpresence:Activeinuniversitypartnerships,majorcongresses(EuroPerio,OsstemWorld Meeting),andtraininginitiatives.
• Patient-focusedcontent:Sharesoralhealthtips,aftercareadvice,andpromotesoverallwellness,reinforcing acommitmenttoqualityandinnovation.