As Holidays Approach B2C Brands’ Consumer Engagement is off 35% Year Over Year

With the holidays coming, B2Cs are looking to interact with core audiences on social.

As such, we asked Shareablee to supply us with exclusive data about B2C brands during the period 9/27/2021-10/26/2021.

Not surprisingly, 86 percent of consumer engagement, or actions, with B2C posts is occurring on Instagram, though the number of posts is more evenly distributed (Instagram 31 percent, Facebook 43 percent and Twitter 26 percent).

Actions are the sum of likes, shares and comments.

A slight surprise: the number of posts year-over-year was down 8 percent, from 405K posts in 2020 to 372K in 2021, Shareablee analyst Madison Busick says.

Yet a far larger surprise was the considerable fall in actions, or consumer engagement, off 35 percent year-over year (YOY), from 560.3M in 2020 to 359.4M this year.

The unusual nature of 2020, when so many spent so much time at home engaging with social during COVID, could be the root of this disappointing YOY comparison. We’ll keep an eye on this metric and report back early in 2022 about the full holiday season.

One thing can be ruled out. Content this year and last was similar, including product launches, influencer partnerships, humor, pop culture references (Funko and Razer mentioned the Netflix hit “Squid Game,” for example), nods to Halloween, UGC and brands sharing positions on social issues.


Access to all Crisis Insider articles, quarterly reports and valuable blueprints for crisis management.


Per Month Lowest Price


Best Value!

Unlimited access to all Premium and Crisis Insider articles and monthly reports.

First Year Offer


Per Month


Unlimited access to all Premium digital intelligence, 10-year web archive and monthly reports.

Save $140 With Annual Subscription


Per Month