Happy Holidays? Consumer Engagement with B2B Social Media Posts Dives 38% YOY in November

After examining consumer engagement with B2C brands last month, this month we’re looking at B2Bs.

Overall, consumer engagement was down 38 percent in Shareablee’s business services category, vs the period (Nov. 1-Nov. 30) one year ago. Shareablee provided the data to PRNEWS exclusively.

Engagements, or actions, are the sum of likes, shares and comments.

Our November edition highlighted that consumer engagement with B2C posts also was off considerably YOY (35 percent). The period examined was 9-27-2021 through 10-26-2021.
Turkey Trot?
Though it’s unclear why B2B engagement was drastically off, one reason could be that more marketing and social media teams took Thanksgiving vacations in 2021 vs 2020, meaning fewer pieces of content were posted.

In fact, the volume of content posted was down 7 percent, 111K pieces in ’20 vs 103K pieces in ’21, says Madison Busick, a Shareablee analyst. While fewer pieces of content does not always equate to a reduction in engagement, it’s a possibility.