We’ve told you numerous times that video is booming on social, right? The data that Shareablee provides exclusively to PR News Pro shows video powering strong increases in consumer engagement. There are exceptions, however.
As we move to Q3 and look at U.S. B2B brands on Facebook, we find software firm Informatica leading our top 30 list with a 96% rise in engagement, or consumer actions, which are the sum of likes and comments. Informatica garnered nearly 770,000 consumer actions in the July 1-Sept. 30 timeframe. And it posted just a single video, says Nathalie Nuta of Shareablee. Instead the brand posted blog entries, reports, white papers and photos that informed followers of trends in big data and cloud services.
Video powered U.S. B2B brands’ overall engagement growth, though, which rose 19% vs Q3 ’15. Total video actions grew 136%, Nuta says.
Social Media, Pulte Group
Like several on this list, # 2 brand Pulte Homes has both B2B and B2C components. Pulte social media director Diahann Young tells us the brand decided about one year ago to concentrate on engagement. “We didn’t do anything special, just a lot of blocking and tackling...[including] listening to what our customers wanted, responding to comments and questions and providing tips,” she says. Like Informatica, video gets no credit for Pulte’s engagement growth. “We’re just starting to do some videos,” Young says. Great exterior and interior photos of homes boosted growth. Lockheed Martin, Lennar and Cadence Design Systems round out the top five.
At lucky #13 is FedEx, whose FedEx Is Everywherecampaign highlights “key domestic and international cities with one team member serving as a FedEx tour guide for each locale” and includes text and video, says Julie Clement Cochran, FedEx Global social media. The brand also increased posts that would “appeal to video and aviation enthusiasts (#AvGeeks),” she says.
