It’s not news that Facebook has made it more onerous for brands that refuse to boost their posts to be seen on users’ timelines. It’s little surprise then that nonprofits and government agencies are turning elsewhere to post content. This week’s Shareablee data, provided exclusively to PR News Pro, illustrates this trend.
In Q4 2016 (Oct. 1 – Dec. 31), total consumer actions on Facebook by U.S. nonprofit brands decreased 1% compared to the year-ago period. Consumer action, or engagement, is defined as the sum of reactions, shares and comments to nonprofits’ Facebook posts. Total consumer actions with nonprofits’ video posts grew 99%, however.
As for individual brands, PETA, which also was in the top position in Q3 2016, held its number one spot in Q4, says Shareablee’s Nathalie Nuta. Its Q4 2016 consumer engagement figure represents a 108% increase compared with the same time period last year.
As you can see, PETA’s consumer engagement was more than double that of Mercy for Animals, the nonprofit in second place. PETA posted 426 times on Facebook during the quarter. Nearly 80% of consumer interaction with PETA posts related to videos. PETA’s top post was a video depicting how alligators are killed for their skin. The post garnered more than 800,000 actions and was viewed more than 31 million times.
PETA dominated the Instagram ranking too, taking the number one spot in Q3 and holding it in Q4. In Q4 2016 total actions on Instagram for U.S. nonprofits jumped 53%, maintaining steady growth since Q4 2015. For Instagram, actions, or consumer engagement, are defined as the sum of likes and comments. Consumer engagement with video was 26% of total actions. Consumer engagement with PETA posts rose 60% year over year. Its top Instagram post for Q4 was a photo of a fox. The post captured 23K likes and 24K consumer actions. Contact: shareablee.com
