The social trends of 2017 seem to continue into 2018, at least according to our first look at U.S. B2C brands. Last year we saw brands generally post fewer pieces of content, but gain consumer engagement.
This first look at 2018 data continues the pattern. Once again data is supplied by Shareablee to PR News exclusively.
U.S. B2C brands generated 2.1 billion consumer actions across Facebook, Twitter and Instagram in Q1 2018. Despite posting 13% fewer pieces of content year over year, consumer engagement rose 4%, says Shareablee’s Ron Lee. In addition, consumer actions per post rose 17% year over year.
Beauty Dominates
As you can see from the table, beauty brands dominated the top 10, with fashion also registering. The only non-beauty-fashion brand in the top 10 is GoPro, the maker of action cameras.
All Platforms Decline
In Q1’ 18 all social platforms experienced a drop in content posted year over year. Still Instagram and Twitter saw consumer engagement grow 10% and 39%, respectively, Lee notes.
Facebook suffered a 41% drop in consumer engagement with brands’ social posts vs Q1 2017. This may be a result of Facebook’s decline in emphasizing brands.
FashionNova Continues Pattern
As for individual brands, FashionNova tops the list despite a 5% drop in content posted. Continuing the pattern of posting less content and getting more consumer engagement, FashionNova experienced a 72% rise in consumer engagement and a 132% increase in content shared, Lee notes.
The brand’s video production rose from 5 vids in Q1’17 to 258 in the first 2018 quarter.
Similarly, Anastasia Beverly Hills posted 20% fewer pieces of content in the first quarter vs the 2017 quarter yet saw consumer engagement rise 6%, Lee notes.
It also registered an impressive 32% growth in consumer actions per post. Increased video production led to a 42% growth in video actions and 68% rise in video views, Lee says.
A New Brand Joins The Top 10
Fenty Beauty is the only new brand to crack the top 10 list, Lee notes.
More impressive is that the brand started its social media activity during the middle of 2017.
Reflective of the brand’s tremendous social growth, Fenty registered the highest figures in terms of content shared among the top 10 brands. That’s an amazing achievement, Lee says.
