Consumer Engagement with B2B Brands in ’17 Down Slightly vs ’16, IMG Models Tops List

In our review last week of most-engaged B2C brands for 2017 ( PRN, January 9, 2017), we saw a tremendous surge of consumer engagement, or actions, with video. Consumer actions, also known as comments, likes, shares and retweets jumped 40% for brands’ social content. This generated 1.3 billion actions for B2Cs. There also was a 38% jump in video content posted. Engagement with brands’ non-video content was more modest.

As you might expect, engagement with B2B brands’ social posts was similar, although consumer engagement with video and non-video content was far more even.

In all the B2B category generated 66 million actions for 2017, down 0.4% year over year across Facebook, Twitter and Instagram.

Despite a 10% drop in content posted, B2Bs were efficient, growing 38% in consumer actions per post, says Shareablee’s Ron Lee.

On the video side, though, B2B brands increased video content posts, which led to a 9% growth in consumer engagement with it when compared to 2016’s figures.

IMG Models Tops the List

IMG Models Worldwide, the well-known modeling agency and social media powerhouse, took the top spot with 21 million actions ( down 22%). It also also generated the highest video actions at 6 million total video actions, which accounted for more than 50% of the category’s total video actions.

Along with topping the category in overall and video actions, IMG Models Worldwide also was the engagement leader on Instagram within the category, Lee notes. Despite a huge drop in engagement and a 51% drop in content posted compared to 2016, IMG saw 60% growth in actions per post, which helped maintain its dominance within the category.

Amazon Web’s 2 Channels

Amazon Web Services joins the Top 15 for the first time this year, Lee notes. It garnered 2.2 million consumer engagements with its content despite being present on Facebook and Twitter only.

It also boasted the highest growth in content posted year over year, up about 600%.

Most of Amazon Web Services’ engagement came from its Facebook page, although its Twitter feed gained a respectable amount of engagement, Lee says.