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.
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