Total actions, or engagement, defined as the sum of consumer reactions and comments, increased 13% vs. Q3 ’15. Amazingly, consumer engagement with photos decreased 4%. Video powered growth, as consumer engagement with it rose 83% year over year.
In terms of specific B2C brands, the one with the largest Instagram following among our top 30 here, Victoria’s Secret, dominated engagement in Q3 ’16. We saw the same thing in our previous edition, when IMG Models Worldwide led in followers and engagement on Instagram for Q3’16 (PRN, Dec. 12). As we pointed out then, the brand with the most followers is not always the most-engaged brand. With some 74 million actions, however, Victoria’s Secret was the top engaged brand. Its totals were up 7% vs. the same quarter in ’15. Engagement with video was 15% of total actions taken on Victoria’s Secret during the ’16 quarter.
Its top post wished happy birthday to model Sara Sampaio; the post received 530,000+ actions, says Shareablee’s Nathalie Nuta.
Anastasia Beverly Hills was a distant second, with some 73 million actions. That total represents a 52% increase compared with the same quarter last year. Consumer engagement with Anastasia’s videos represented 12% of actions taken. Its most-engaged post was of a new eye shadow palette, Ultimate Glow, which received 260,000+ actions. This is a departure from Q2, where Anastasia’s top posts consistently featured influencers’ eyebrows as opposed to product, Nuta notes.
GoPro, Urban Outfitters and Forever 21 rounded out the top five B2C brands.
Maybelline New York experienced the most growth among the top 30 year over year, with almost 23 million Instagram actions, 348% more than the prior year. MAC Cosmetics followed, growing engagement 284%. “A good year for beauty brands,” she says.
