B2B Content Posted, Engagement Fall in Q1 ’18; Videos Posted Rise 4%

Last week we examined the top 10 U.S. B2C brands’ social activity in Q1 2018. Generating 2.1 billion consumer engagements across Facebook, Twitter and Instagram, B2C’s grew their consumer engagement 4% despite posting 13% fewer pieces of content year over year. Consumer actions per post rose 17% year over year.

The story is different for B2B brands, which we look at now using Shareablee data provided to PR News exclusively. During Q1 ’18, U.S. B2Bs generated 18 million consumer actions across Facebook, Twitter and Instagram. Unlike B2C brands, which posted fewer pieces of content in Q1 and gained in consumer engagement, with B2Bs both content posted and consumer engagement were off vs Q1 ’17 at 4% and 17%, respectively.

The good news is B2Bs experienced 15% growth in consumer actions per post, suggesting consumers were engaged with the quality of content B2B brands posted, says Shareablee’s Ron Lee.