It’s hardly a surprise for loyal Data Dive readers that video is one of the main ingredients driving consumer engagement for B2C and B2B brands. Media companies are catching on.
The latest evidence is BuzzFeed’s reorg, announced August 23, when founder Jonah Peretti told employees, “Having a single ‘video department’ in 2016 makes about as much sense as having a ‘mobile department’… as digital video becomes ubiquitous, every major initiative at BuzzFeed around the world will find an expression as video….”
Many other media brands, both new media and traditional mass media, such as the NY Times, also are betting heavily on video. Not so for many B2B brands, as you’ll see below.
Turning to consumer engagement with U.S. B2B brands on Instagram for Q2 2016, the subject of this week’s Shareablee data provided exclusively to PR News Pro, we find brands generated almost 1.63 million video actions. This was a 168% increase year over over. Actions are defined as the sum of consumer likes and shares. The bad news is that the top 30 brands listed below accounted for 99.7% of the video actions. Top brand, IMG Models Worldwide, accounted for 92% of the video engagement, with nearly 1.5 million video actions.
UPS saw the most significant growth in video actions (+4135%), followed by Speedglas Welding Helmets (+1141%).
Some things don’t change much. During Q1, videos of supermodels Gigi and Bella Hadid had boosted IMGto the top spot on the B2B chart for Instagram engagement. Once again a post about a Hadid, a 10-picture video of Gigi canoodling with a sleek young man in Italy, was the brand’s most-engaged content. The brand had nearly 8 million actions, almost nine times more than the second highest brand, Pantone, which had 830,000. The total for IMG represents a 178% increase compared with the same time period last year. Note that several brands listed in this chart have popular B2C units.
Overall for Q2 2016, total actions on Instagram for U.S. B2B brands increased 159% year over year. Since January the average number of posts published grew by 11%.
