FaceOff - KitKat Twix

Both contain chocolate-covered biscuits. Both are packaged in pairs. Both can satisfy a sweet tooth. But only one can win in this week’s Social Media Face Off. Which one of these candy bar brands is satisfying the most social cravings—Kit Kat or Twix?

In order to compare the brands in social media, we set up search streams for each in the uberVU platform, including variations in spelling (e.g. “kit kat,” “kit-kat,” or “kitkat”) and removed any obvious unrelated terms (e.g Kit Kat restaurants in Chicago and Toronto). We’ve also included all brand variations like Twix Minis and Kit Kat White. We’ve compared the results from the past two weeks to determine our winner.

Let’s see which brand has social snacking.

Round One: Mentions

With 20,259 mentions, Kit Kat takes round one, outperforming the 15,539 mentions of Twix.

Winner: Kit Kat

Round Two: Sentiment

Kit Kat and Twix were pretty close when it came to the overall sentiment of mentions. Twix pulls out the win with 30% of its mentions being positive, beating out Kit Kat’s 27%. Kit Kat had a slightly higher percentage of neutral mentions so we did some digging to find out why. A lot of people were sharing recipes for Kit Kat brownies—hello, chocolate overload! Those recipes did not come directly from Kit Kat and the mentions themselves didn’t register as positive or negative since people were simply sharing a recipe. This could be interesting information for Kit Kat’s marketing team or maybe even its product development team. Kit Kat brownies—coming to a checkout aisle near you?

Winner: Twix

Round Three: Engagement

Since we’re comparing the two brands in social media, we have to look to see which brand is driving more engagement across Twitter and Facebook. The brands split Facebook with Kit Kat winning in Likes and Twix winning in Shares. The deciding factor is RTs, which Kit Kat easily wins.


Winner: Kit Kat

Overall Winner: Kit Kat

With wins in total mentions and engagement, we declare the winner of this Social Media Face Off to be Kit Kat. Break us off a piece of that Kit Kat social!