Retail bakery chain Greggs is the second most popular brand on social media for young people, according to a new report.

Krispy Kreme, Warburtons and Starbucks took fifth, eighth and ninth place respectively in the Social Brands 100 Youth Ranking for 2014, published by social specialist agency Headstream.

The report recorded young people’s (18-24) engagement with brands on social sites Facebook, Twitter and Google+ (G+), and cross referenced it with what they claimed to like.

Coffee chain Costa Coffee (14), Waitrose (28), Hovis (33), Morrisons (37), Subway (62) and Kingsmill (93) also featured.

According to the report, Greggs, listed as the top performing G+ brand, had increased its social footprint by using a “playful tone of voice and humorous content”.

Neil Knowles, digital brand manager for Greggs, said: “It’s really important to us that we make sure our tone of voice is appropriate that way. We’re there to be friendly and informative to people, not to be corporate and cold.”

To create the list, 2,569 18-24-year-olds in the UK were surveyed and asked to rate how they felt towards a shortlist of over 250 brands that had been identified as relevant to the lives of young people.

Data partner Socialbakers was then provided with the list of 100 Youth Brands and, finally, the brands’ Facebook pages, Twitter and G+ accounts were analysed during a four-week period from February to March 2014.

Of those featured, 95% of brands had a Facebook profile, 87% had an active Twitter account and 53% had a G+ page.

Steve Sponder, managing director at Headstream, said: “What is certain, is that for brands to experience success with a youth audience, they need to offer content with significant value - something that makes their day better, easier or more fun. ‘Bring Value’ is the mantra of the new generation, and it is evident those brands ranked highly within this report have truly grasped this mantra.”