Finally, a trend buster. Our review of most-engaged brands for 2017 shows sector after sector preferring strong social content over quantity. Typically, the amount of content in a sector tended to remain flat or fall, yet engagement soared vs 2016.
Enter the Restaurant sector and things change. Similar to others, restaurants reduced social content posted year over year, by 18.5%, according to data provided to PR News exclusively by Shareablee. Yet consumer engagement, which tended to rise—even in sectors posting fewer pieces of content—fell 24% for Restaurants, says Shareablee’s Ron Lee. Consumer actions per post, called Total Actions on this chart, rose a modest 0.1%. Platforms included were Facebook, Twitter and Instagram.
Similar to other sectors, restaurants’ production of videos was robust, rising 19.5%. Consumer engagement with social video rose 42% vs. 2016, Lee says.
A Win for Twitter
Facebook (-35%) & Instagram (-21%) saw consumer engagement fall, paired with reductions in social content posted of 10% and 12%, respectively. Twitter behaved similarly to other sectors in that content posted was off 26%. Yet consumer engagement rose 31%, Lee says.
Starbucks kept its #1 spot with a healthy 108,000 actions per post and a gargantuan audience. Like the Restaurant sector, it too reduced content in 2017 (-31%), with engagement down 36%. The number of videos it posted, though, rose 60% vs 2016. Engagement with those videos jumped 88% year over year.
