As gamblers know, there are few sure things. It’s the same with social media, as this Shareablee data exclusively supplied to PR News demonstrates. Video is king, right? Maybe not in August. Take influencers in the Travel category, for example. You’d expect consumer engagement, or actions, with Travel social content on Facebook, Twitter and Instagram to soar in August. It did, with consumer engagement up 22% vs. July. Yet consumer engagement with Travel influencers’ videos fell 54% vs. July. In addition, views of Travel videos were off 58% and video content was down 42%, says Shareablee’s Ron Lee. Shareability is defined in these tables as the sum of shares and retweets. Business influencers were more predictable. Overall, consumer engagement with their posts and videos in August was off a modest 2% vs. July.
