Top Business Influencer for Q1 2018 Inspires 266,000 Actions Per Post

In many cases when we’ve been looking at most-engaged brands in various categories, we see a trend where brands and influencers post fewer, presumably better pieces of content than they did during the the previous year, which results in consumer engagement growth. With some sectors, of course, a decline in the amount of content posted results in a similar downturn in consumer engagement.

You’d expect Business influencers to be in the former category—being efficient and posting fewer pieces of content and getting more consumer engagement. That’s the case, according to Shareablee data provided to PR News exclusively. In Q1 2018, Business influencers generated 193 million consumer actions on 79,000 pieces of content.

Despite posting 16% fewer pieces of of content compared to the same period in 2017, the category saw a 44% increase in consumer engagement, says Ron Lee of Shareablee. Consumer engagement is shown in this chart as actions.

Consumer actions per post rose 71% year over year, with video actions rising 136%, Lee adds.

As for individual platforms, Facebook hosted roughly the same number of posts vs the same period last year, while Twitter and Instagram saw a 20% and -26% drop in content, respectively. Each of the three platforms, though, saw an increase in engagement vs the 2017 quarter, with Facebook up 12%, Twitter 88% and Instagram 67%.

Bill Gates vs Elon Musk

In terms of individual influencers, compare Elon Musk (1) and Bill Gates (10). As you can see, Gates’ audience dwarfs Musk’s, both posted roughly the same amount of content. The difference: Each of Musk’s posts had an incredible 266,000 actions, while Gates’ earned 18,200. Impressive, but not enough to topple Musk.