It’s too soon to declare it a trend and alter your tactics, yet insolent child Instagram again topped parent Facebook, at least in terms of consumer engagement with posts from B2C brands during Q3 2017, according to Shareableedata provided exclusively to PR News.
In our previous edition, when we looked at B2B brands’ social posts on Facebook, Instagram and Twitter, the situation was the same, with Instagram besting gargantuan Facebook’s consumer engagement during the 2017 third quarter (PRN, Oct. 17, 2017). In the chart below actions, or consumer engagement, consist of reactions, comments, shares, retweets and likes.
While Shareablee’s Ron Lee also says it’s too early to read a great deal into Instagram’s twin victories, he says the data at least seem indicative of B2C brands’ appreciation of Instagram’s ability to influence consumers.
Overall B2C brands had a good quarter, generating almost 2.2 billion actions across Facebook, Twitter and Instagram, Lee tells us. Despite a 13% drop in content posted vs. Q3 2016, B2Cs saw growth of 2% in consumer engagement and an 8% rise in actions per post.
Breaking down individual platforms, consumer engagement with Facebook fell 20% year over year, while Instagram rose 5% and Twitter was up 17%.
Similarly, the top 10 B2C brands in this table saw a 47% drop in consumer engagement on Facebook; Twitter also suffered, falling 32%. Only Instagram was healthy for the top 10, Lee says, with the platform boasting growth of 9%.
Turning to individual brands, Kylie Cosmetics topped the consumer engagement rankings, yet its 81 million total actions was down nearly 7% from the previous quarter. Kylie was efficient, though, posting 20% fewer pieces of content and gaining 17% in consumer engagement per post. Its total audience was up a whopping 96%.
Victoria’s Secret marched to its own beat. Despite the transition toward Instagram, Victoria’s Secret’s Facebook posts experienced consumer engagement growth of 20%; its Instagram was up 5%.
