Influencers Rule on Mother’s Day Promos, But 2021 Consumer Engagement Off 60% vs 2019

In anticipation of Mother’s Day this Sunday, we asked Shareablee to gather Mother’s Day-related data on social content from 3/28/21-4/27/21 and compare it to the same month-long period in 2020 and 2019.

Much of the 2021 content centers on gifts consumers are planning to buy mothers and grandmothers, Shareablee’s Madison Busick says.

Provided exclusively to PRNEWS, the Shareablee data for 2021 show an 18 percent increase in consumer engagement versus 2020.

Yet 2021’s consumer engagement was off a whopping 60 percent from 2019’s pre-pandemic figures across Facebook, Instagram and Twitter.

Consumer engagement is shown on these charts as Actions, or the sum of likes, comments and re-posts.

The influencer with the most actions was reality star Sadie Robertson, 23, of “Duck Dynasty,” with 303K actions on a sole Instagram post, a sponsored partnership with Saaya Roses that offered a discount for Mother’s Day.

Actress Zooey Deschanel, averaged 85,500 actions on her two posts (one was sponsored content for Cricut, offering giveaways). Kylie Jenner’s singular Twitter post, promoting Kylie Skin for Mother’s Day, had nearly 8,000 actions.

Coach, the most prolific poster, with 35 pieces of content, averaged just fewer than 3,900 consumer engagements.

At least in the run-up to Mother’s Day, partnering with influencers drastically increases consumer engagement.

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