Last week we noted B2B brands put their Facebookvideo posts on steroids during the first half of 2017, capturing nearly 40% more video views, according to Shareablee data provided exclusively to PR News (PRN, August 15, 2017). The picture for B2C brands was less rosy. The good news: Video posts from January 1-June 30, 2017, increased 42% vs. the year-ago period, says Shareablee’s Ron Lee. Not as encouraging was a 7% decline in consumer engagement, or actions, with all B2C posts (video and text) during the time period. Content posted also was down 6%. Still, these data can be seen as an adjustment, Lee says, in that B2C brands seem to be transitioning to a more video-centric strategy on Facebook. Mark Zuckerberg is smiling.
Looking to brands, stalwart Red Bull took the top spot despite an 8% drop in consumer engagement. Dog-products purveyor BarkBox was second, despite a 51% drop in engagement. BarkBox posted 70% less content on Facebook during the period. Posting fewer pieces of content means little if your posts resonate. Netflix’s engagement rose 460% year over year, although it posted 9% fewer pieces of Facebook content than it did during the first half of 2016.
