Video continues to steal the show when it comes to engagement on social in the consumer packaged goods (CPG) category. 73% of consumer actions with the top 500 posts from CPG brands were either videos or reels, according to exclusive data from Shareablee powered by Comscore. This compares with 59% engagement in August 2021.
Actions, or consumer engagement, is the sum of likes, shares and comments a post receives.
“CPG brands do well creating engaging content, not just [about their] products or promotional messages,” says Comscore analyst Madison Busick. “Many of them act as publishers, creating photos and videos that people would watch from an influencer, celebrity, or even a meme page.”
For example, beauty brand florence by mills and founder Millie Bobby Brown, an actor, hop on TikTok's #TeenageDirtbag trend.
In a slightly different approach, Tapatío Hot Sauce pokes fun at itself as it hops on the trend as well.
The fastest-growing sub-category, by engagement, within the CPG sector is Pet Care & Pet Supplies. Its actions across Facebook, Instagram, Twitter and TikTok grew 136% from August 2021 to August 2022, Busick says.
Yet when each platform is explored independently, the fastest growing categories differ.
Beauty Brands Top Engagement on Instagram, Facebook
The top sub-industry on Facebook and Instagram is Bath, Body, Skin, & Beauty. On Instagram, all but two of the top-10 most engaged brands were beauty brands (the other two were energy drink companies Red Bull and G Fuel). Facebook saw a more diverse set of brands on its top-1o list, with ColourPop and Kylie Cosmetics making both lists.
Still, consumer engagement on Instagram far surpassed that on Facebook and was far more efficient. Dior Beauty, which came in as the top most-engaged brand on Instagram, averaged close to 54K actions on its 76 pieces of content. Red Bull, however, was number one on Facebook, averaging just more than 1.3K engagements on its 534 posts. Though it was number eight on Instagram, Red Bull's posts were far more efficient, averaging 77K actions per each of its 31 posts.
Cannabis, Cleaning Products Top Twitter Engagement
The fastest growing categories on Twitter are Cannabis Products (+811% YOY) and Household Cleaning Supplies (+214% YOY), Busick notes. Unlike on Facebook and Instagram, the most engaged-with brands on Twitter are less likely to be beauty-related, with only two of those on the list coming from this sub-category. Second in engagement on Twitter, G Fuel was far less efficient on this platform, seeing an average of 1.K actions on its content, versus an average of nearly 18K on Instagram.
