In a sense, this month’s exclusive data tracks with our Top Women in PR Awards event in NY January 25. As women dominate PR jobs, they also are the key target for nearly all the top 10 most-engaged B2C brands on social media in 2018 as the chart below shows.
While it’s true that brands such as leader FashionNova (it was also number one in 2017) and Forever 21 (number seven this year, number 10 in 2017) offer merchandise for men, both cater largely to women.
The data, culled from Facebook, Twitter and Instagram, was provided exclusively to PR News from our data partner Shareablee.
As you can see, CA-based FashionNova’s yearly total of nearly 450 million consumer actions, or engagements (the sum of likes, retweets, comments and shares), gave it a healthy margin over Kylie Cosmetics (nearly 330 million consumer actions from Jan. 1, 2018-Dec. 31, 2018).
As for the category overall, consumer actions were off 3% vs. 2017. Consumer engagement with video was down 19%. With more social choices, consumers were spread thinner in 2018. They also were choosier with video viewing. The slight downturn in consumer engagement could also be attributed to the fewer pieces of content posted in 2018, Shareablee’s Ron Lee says. Content posted was off 12 percent in 2018 vs. 2017.
As we saw with 2017’s B2C list, efficiency pays. As we noted above, while content posted was down 12 percent, actions per post rose 10%.
FashionNova bucked the trend on video. It posted 2,700 videos during 2018, up from 173 in 2017 and far more than its single vid in 2016, says Lee.
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