Is it a trend? After several weeks of reporting 2017 data from several sectors we think it is. B2B and B2C brands are posting fewer pieces of social media content yet piling up more consumer engagement actions with those posts.
Again this week we’ve been supplied exclusive data from Shareablee.
In 2017 Hotel and Resort brands generated more than
57 million consumer actions (likes, comments and shares) with social media content across Facebook, Twitter and Instagram. All this despite a 21% drop in content posted in 2017.
The 57 million consumer actions meant the category grew its engagement at a rate of 6% year over year, or 3 million actions, says Ron Lee of Shareablee.
With far fewer posts and more consumer engagement, the category registered a strong 111% increase in actions per post. The category’s success can be attributed to an increase in content quality over quantity as a strategy, Lee says. Its success also came from 31% growth in video content in 2017, leading to a 36% growth in video actions and 54% growth in video views.
Ubiquitous Four Seasons
As you can see from the chart, Four Seasons Hotels & Resorts, long a dominant social brand, is far in front again, with 6.3 million consumer actions in 2017, despite a 25% drop in content. The 6.3 million consumer actions represent a 54% growth vs 2016, Lee notes.
Similar to its text posts, Four Seasons posted 33% fewer pieces of video in 2017, yet consumer actions with its videos rose nearly 400%, Lee says.
Four Seasons’ social strategy sounds simple when you talk about it, but it’s far more complicated.
“Our goal in social is to offer Four Seasons followers a personal experience that fuels their desire to connect with the world and our people on a deeper level,” an official tells us. The brand does this through innovative media formats, real-time guest response, excellent photography, which often is user generated, and rich storytelling. The stories span the brand’s global properties. This formula helps the hotelier to “instantly transport our audience into uniquely Four Seasons moments and extend our unparalleled service for which we are known,” the Four Seasons official says.
Also notable is Grand Hyatt(No. 2), new to the top 15 list this year. Its nearly 3 million consumer actions represent a year-over-year increase of nearly 3,000%, despite a 43% decline in content posted in 2017, Lee says.
