In previous editions we presented wrap-ups of the most-engaged B2B and B2C brands (PRN, January 9 & January 16, 2018). This week we offer a look at the nonprofits whose social posts attracted the most consumer engagement during 2017. Again, our data partner Shareablee has provided this data to PR News exclusively.
B2Bs and B2Cs demonstrated modest or no gains in consumer engagement during the year past, although videos provided significant engagement growth. In all, B2B consumer engagement was off 0.4% in 2017. B2Cs garnered about 9 million consumer actions in 2017, up 5% from 2016.
For nonprofits, growth was far more robust in 2017. These organizations generated 212 million actions across Facebook, Twitter and Instagram. That level of consumer engagement, called actions in the chart below, equated to an impressive 35% growth compared to 2016, says Shareablee’s Ron Lee.
Video is Strong Again
Consistent with B2B and B2C brands, the nonprofits also registered a huge increase in video engagement, generating 59 million video actions, which amounted to a healthy 53% growth rate compared to last year, Lee says.
In terms of individual brands, perpetual social powerhouse PETA maintained its top ranking, with 48 million consumer actions in 2017. Despite no increase in the amount of content posted vs 2016, consumer actions per post rose 46%, Lee says. This efficiency led to a 45% growth rate in consumer engagement.
PETA also was a video powerhouse, attaining the highest number of consumer actions (26 million) with video as well as the most views (452 million).
In addition to its second-place ranking with 38 million consumer actions, ACLU Nationwide had the most consumer engagement growth in the top 15 list (483%). Like PETA it also was efficient, grabbing the highest number of actions per post (5,100), which was up 292% year over year. ACLU Nationwide also grew its audience 221%.
The organization’s content was shared the most of any nonprofit, generating 9.8 million content shares (up 446%).
Video was another strength for ACLU. In 2017, its video engagement was up a whopping 936% and video views rose 515% year over year.
Almost needless to say the Trump presidency greatly benefitted ACLU Nationwide’s consumer engagement. Besides social engagement, it also helped increase donations and membership.
The Human Rights Campaign had a respectable 2017 with consumer engagement up 23% year over year.
