‘Sustainability,’ ‘Diversity’ Were Top Keywords in ’21 B2C, B2B Social Posts

This month, we examine topics that garnered the most engagement in B2B and B2C posts last year.

The leading eight topics in each business type across Facebook, Instagram, Twitter and YouTube are shown in the charts below. While B2B and B2C companies posted about topics related to sustainability, DEI and the pandemic, consumer engagement varied between the B2C and B2B brands, according to Shareablee data provided exclusively to PRNEWS.

For example, sustainable, pride and diversity were top eight keywords for both B2B and B2C companies' posts. Yet sustainable was the second-most engaged-with keyword in B2C posts. It was sixth with B2Bs. Diversity was fifth-most engaged with both B2C and B2B posts.

Engagement, or actions, is the sum of likes, shares and comments.

Posts from B2C brands mentioning pride had 17.3mln likes in 2021, and posts mentioning LGBTQ had 4mln (including posts from Oreo, Apple, Calvin Klein and Nike). B2B brands saw 835K likes on content around pride and 659K likes when mentioning LGBTQ. B2Bs such as Instagram for Business and Salesforce posted, as did Pantone and IBM.


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