The second chart in this series detailing engagement with U.S. B2B brands on Facebook continues several patterns we saw in chart 1 (U.S. B2C brands’ engagement on Facebook) ( PRN, May 30). First, B2B and B2C brands are finding video delivers engagement, according to Shareablee data provided exclusively to PR News. Second, brands are stressing quality over quantity as the number of total posts is flat or declining.
Engagement with B2B video posts rose 53%, driven by a 48% increase in Facebook video content, says Kara Lawson, Shareablee’s manager of marketing communications. B2B brands’ posts in Q1’16 were down 3% year over year, resulting in a 9% drop in actions, which is the sum of likes, shares and comments by consumers and businesses.
A 382% increase in video posts helped leading brand Intel gain a 2% year-over-year growth in engagement. Half the brand’s top 10 Facebook posts were videos, often touting technology. They accumulated more than 27 million views. Informatica’s nearly 710K actions represent a 114% year-over-year jump, driven by 31% more Facebook posts. Its content largely was photos and links.
