Facebook remains a platform of choice for many B2B brands, although its status with B2Cs seems more in question, with some brands concentrating increasingly on other social media platforms.
In Q4 2016 (Oct. 1 – Dec. 31), consumer engagement, or total actions, defined as the sum of reactions, comments and shares on Facebook, rose 6% year over year for U.S. B2B brands, according to Shareablee data. Video engagement jumped 151%, though. Data were provided exclusively to PR News Pro.
Enterprise data integration and management software firm Informatica maintained its top spot on the B2B list that it established in Q3 2016. Consumer engagement with the brand’s posts rose 38% compared with the same quarter last year, says Shareablee’s Nathalie Nuta. Video was just 8% of Informatica’s engagement. Its top post was an image wishing all a happy Diwali, which is the Hindu festival of lights.
Huawei, the Chinese phone and communications brand, reached the number 2 spot on the B2B brands consumer engagement list with 650,00+ actions, despite having a far larger audience than Informatica. Unlike Informatica, nearly one-third of its Facebook content consisted of videos.
One B2B brand that’s focused on other platforms is IMG Models, #48 on the Facebook consumer engagement list, but among the leaders on Instagram, Nuta says.
Pulte Homes, number 3 on the list, registered an impressive 140% increase in consumer engagement. The key for Pulte was efficiency: its consumer actions per post rose more than 400%, about twice the average of B2B brands, Nuta says.
On the B2C side, consumer engagement with brands on Facebook fell 36% compared to Q4 2015, although engagement with video rose 128%.
The leader was Red Bull, with more than 13 million consumer actions, up 61% year over year. Video made up nearly all the consumer actions for the brand during Q4; 80% of its Facebook posts were videos. The most popular post was a video of Scottish cyclist Danny MacAskill, which garnered nearly 524,000 consumer actions.
Nuta points out Starbucks is the sole brand in the top five that also appears on the top 10 list of B2C firms for engagement on Twitter.
