As we end the year with this edition of PR News, we begin the first of three data installments provided exclusively to us by data partner Shareablee.
In the chart below, you’ll see Shareablee has gathered the top 15 most-engaged U.S. B2B brands on Facebook, Instagram and Twitter for January 2017 through November 2017, or most of the year. In the coming editions of PR News in early 2018, Shareablee will be providing data for the most-engaged U.S. B2C brands and nonprofit organizations during 2017.
Now to the analysis of the current chart. There has been much shuffling among the most-engaged B2B brands when compared to 2016. What has remained fairly steady, year over year in this category, though, is the level of consumer engagement with social posts, Shareablee’s Ron Lee says.
Despite B2B brands suffering a 0.49% drop in engagement, called “actions” in this table, the category saw a 38% increase in actions per piece of content posted, indicating an increase in quality over quantity, Lee says. The category’s engagement held steady despite a 10.5% decrease in posted content, he adds.
In terms of individual brands, IMG Models Worldwide maintained its position as most-engaged B2B brand, generating almost 30% of the category’s actions, with 19.2 million actions, which was down 23% year over year. Despite the drop in consumer engagement that can be attributed to the 52% decrease in posted content this year, IMG Models Worldwide still saw a 60.6% increase in consumer actions per post. This was the highest consumer engagement rate per post of our Top 15.
IMG Models Worldwide garnered the most consumer actions of the Top 15 on Instagram with 24.4 million actions. Its top Instagram post was of entertainer Selena Gomez at the American Music Awards.
Hootsuite, at 13, is notable for being the most-engaged B2B player on Twitter, with 620,000 consumer actions.
