Twitter unveiled a mobile app, Twitter Engage, June 21 to ease and encourage posting videos to the platform. U.S. B2C brands barely need the help, according to data provided exclusively to PR News by Shareablee.
The data examine total consumer actions, defined as the sum of likes and retweets, with U.S. B2C brands on Twitter in Q1 2016 (January 1-March 31). Total actions in Q1 2016 for the brands increased 18% compared to Q1 2015. The main driver was an astounding 228% growth in consumer actions with B2C brands’ videos on Twitter.
Perhaps even more astounding is that the breakdown of retweets and likes, or engagement, for Q1 ’15 and Q1 ’16 was exactly the same: retweets were 38% of total actions in both quarters during 2015 and 2016 and likes were 62%.
While the average number of consumer actions with U.S. B2C brands’ tweets increased 17% in Q1 year over year, the average number of tweets fell a slight 3%. Once again brands are focusing on quantity over quality with their Twitter content strategies, says Shareablee’s Kara Lawson.
As you can see from the table below, Pokémon was the top engaged U.S. B2C brand on Twitter in Q1 2016, with nearly 771,000 actions captured. The brand saw 939% growth in Twitter engagement year over year driven by a 49% increase in content. Its social success centered on tweets announcing the next era of Pokémon games: PokémonSun and PokémonMoon, as well as a teaser clip of the brand’s Super Bowl ad.
Calvin Klein was the second-most engaged B2C brand on Twitter in Q1 2016, with nearly 643,000 actions. Calvin Klein saw social success by utilizing influencers—its top tweets were led by the brand’s #mycalvins campaign featuring Justin Bieber and Cameron Dallas.
Victoria’s Secret, Starbucks and fashion brand Malan Breton round out the top five.
Like Calvin Klein, top tweets from Victoria’s Secret utilized celebrities, but the brand also saw social success by tweeting out holiday-themed content. Starbucks’ top tweets were also led by products centered around the holidays, such as its Molten Chocolate Latte for Valentine’s Day and its Iced Green Tea Latte for Groundhog Day.
Finally, Malan Breton had the most actions per tweets of any brand in the Top 30, averaging nearly 10.5K actions per tweet, with its top Twitter content focused on Mr. Breton’s show at New York Fashion Week in February.
