Nonprofits may have more in common with B2B and B2C brands than one might think. This installment in our series detailing consumer engagement with U.S. brands on social platforms finds patterns similar to those seen earlier when the focus was engagement with B2C and B2B brands on Facebook (PRN, May 30 and June 6).
Examination of exclusive data provided to PR News by Shareablee shows the most engaged B2B, B2C and nonprofit brands seem to be emphasizing quality over quantity as the number of posts in Q1 2016 was down compared to Q1 2015. As a result, consumer actions, which is defined as the sum of likes, shares and comments, also fell.
Another trend seen with all 3 brand categories is that video pulls. The amount of video posts is up in all three brand categories, as is engagement with those posts.
Several differences in this installment, however. We’ve enlarged our chart to show the top 30 brands instead of 15. Due to space considerations, we’ve moved Data Dive off its usual spot on page 2.
Concerning the data below, about U.S. nonprofits, total consumer actions in Q1 2016 on Facebook declined 35% compared to Q1 2015, accompanying a 6% decrease in posts, including a 17% decrease in photo posts.
Video posts, by contrast, rose 31% and actions from that content increased 61% in Q1’16 vs Q1’15. It’s worth noting, however, that videos still represent a small portion of the content mix for nonprofits in Q1’16 at 15% of all posts. On the other hand, videos were just 6% of the content during Q1’15, for a difference of 146%.
The Rainforest Site was the top nonprofit organization on Facebook in Q1 2016 with nearly 9.4 million actions. Engagement was down 22% in Q1’16 compared with Q1’15, driven by a 14% reduction in posts. The Rainforest Site’s Facebook most-engaged posts featured unique animals, including a lynx and its baby, an armored girdled lizard and a golden snub-nosed monkey.
Having topped the nonprofit ranking in Q1’15, The Breast Cancer Site fell to second place, generating 9.2 million actions, a 62% drop compared with Q1’15. That drop was the result of The Breast Cancer Site posting frequency decreasing by 31%.
PETA, Mercy for Animals and The National Audubon Society rounded out the top 5.
