Another week, another example of platforms chipping away at Facebook’s dominance. The emphasis is on the word chipping, though.
In Q3 2017, nonprofit brands saw a small decrease in consumer engagement with their social posts, shown in this chart as actions, vs. the same 2016 quarter, generating 211 million (-9%) social actions across Facebook, Twitter and Instagram, according to Shareablee data supplied exclusively to PR News.
Twitter and Instagram, which generated 28% of consumer actions, grew at rates of 54% and 33%, respectively.
Facebook, saw a 20% drop in consumer actions to 153.3 million, accounting for 72% of consumer engagement across platforms This suggests “a minor migration of nonprofit brand engagers to other social platforms,” says Ron Lee of Shareablee.
Looking at brands individually, perennial social powerhouse People for the Ethical Treatment of Animals (PETA)
had a great quarter, topping the nonprofit brands chart with 12 million actions.
PETA even saw 69% growth in actions despite posting 2% fewer pieces of content year over year. PETA grew on each of the social platforms, with Instagram the most impressive at 184%.
As you can see from the chart, PETA also had the biggest audience in our top 10.
The No. 2 brand, ACLU Nationwide, generated growth of 645% during the quarter. Its Facebook and Twitter growth was 332% and 231%, respectively.
ACLU lacks an Instagram page, Lee notes, who sees a potential growth area for the brand.
Mercy For Animals’ 5 million actions represents year-over-year growth of nearly 30%, Lee says, with Facebook (15%) and Instagram (25%) at a relatively tame growth rate compared to its Twitter account, whose consumer engagement growth was a robust 326%.
Oceana grew its consumer engagement 76% despite a 10% drop in content posted vs. Q3 2016. Instagram was its strongest platform, generating 83% of consumer actions.
