The more things change…A few weeks ago we mentioned that B2B brands’ Facebook video posts soared during 2017’s first six months, with video views up nearly 40% year over year, according to Shareablee data provided exclusively to PR News (PRN, August 15, 2017). Last week we noted the picture for B2C brands was less rosy, though the news on video was similarly upbeat, with video posts rising 42% (PRN, August 22, 2017). Still, total content posted and consumer engagement, or actions, with it were off, 7% and 6% respectively. The story is similar this week, for nonprofits during the January 1-June 30, 2017 timeframe. Compared to 2016’s first half, consumer engagement with nonprofit brands’ content on Facebook was down almost 5%, says Shareablee’s Ron Lee. Again, though, video activity was robust, up 54% in videos posted and 48% in consumer engagement.
Turning to brands, perennial leader PETA maintained its dominant spot with nearly 16 million actions, up 59% year over year. While the animal advocacy group increased its video posts by 9%, consumer engagement with them rose 54%. ACLU’s consumer engagement growth was tremendous, up 1411%, with nearly 14 million social actions. This primarily was due to video growth: Video posts were up 112%, which increased engagement 2439% and Facebook fans 223%. Also notable was North Shore Animal League America, with 4.8 million actions, up 71% from the same period last year.
