Consumer Engagement on Instagram With B2B Brands Up Nearly 100%

Many communicators and marketers make their bones on consumer engagement. Mission accomplished, for Q1 (Jan 1-March 31) on Instagram at least. Spurred by B2B brands’ 21% increase in Instagram posts, consumer engagement (the sum of likes and comments) rose 97% vs the same period in ’15, according to Shareablee data provided exclusively to PR News. The top B2B brand was IMG Models, with 6.9 million likes and comments; its most popular posts were videos of models Gigi and Bella Hadid. Color authority Pantone was a distant second, with 776K engagements, often responding to user-generated content’s take on #RoseQuartz and #Serenity, the ’16 color of the year. The spike up (lower chart, right) is due to Fashion Week.

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