As with many of the sectors we’ve been reviewing during the past few weeks, the Health and Fitness sector owes much of its growth in consumer engagement with its social posts during 2017 to an increase in consumer interaction with video.
Once again, the data for Facebook, Instagram and Twitter, is provided exclusively to PR News courtesy of Shareablee.
The entire Health and Fitness generated 201 million consumer interactions, which are listed as actions in this table. This represented 11% growth vs 2016, although it posted 3% fewer pieces of content in 2017, says Shareablee’s Ron Lee.
As noted, the category’s upswing owes much to impressive growth on the video side, with video engagement up 91% and video views and video content rising 38% year over year. The top 10 brands were consistent, Lee notes; all 10 of the brands seen here were in the top 10 during 2016, although there was some movement in terms of rankings.
Healthy CrossFit
While CrossFit may lack some brand recognition, the Washington, D.C.-based workout regimen has social media adherents. It accrued 41 million consumer engagements in 2017, far outpacing Zumba Fitness, despite the latter’s much larger audience on social.
CrossFit’s healthy performance in consumer engagement came despite a 3% drop in content posted, Lee says. The brand saw an impressive 44% growth in consumer actions that was directly attributed to the 49% increase in actions per post and 76% increase in video actions. This strongly suggests an increase in content quality.
