It could describe nearly all the data sets we’ve been looking at recently. The 30 most-engaged U.S. brands on a social media platform turned out a bit less content than they had during a quarter the previous year, yet consumer interaction with the content rose. Once again, consumer engagement with mobile video drove that engagement.
Filling in the blanks, this week’s Shareablee data, provided exclusively to PR News, examines consumer actions, or engagement, with U.S. B2B brands on Twitter. Actions are defined as the sum of consumer likes and retweets. Brands listed have significant B2B revenue, although some also have B2C businesses.
Specifically in Q1 ’16 (Jan 1-March 31), total consumer actions with U.S. B2B brands on Twitter rose 31% compared to the same quarter in 2015. The increase occurred despite a 3% reduction in the number of tweets the brands produced. An increase in consumer engagement with U.S. B2B brands’ videos, up a gargantuan 240%, and more retweets, a 14% rise, fueled the growth in actions.
Looking at the 30 most-engaged brands, social media management platform Hootsuite was the top U.S. B2B brand, with more than 237,000 actions, nearly twice as many as No. 2 HubSpot. The Hootsuite total represents a 6% decline in consumer actions with the brand compared with the same period last year. Consumers retweeted Hootsuite’s tweets 19% fewer times in Q1 ’16 than they had in Q1 ’15, resulting in the lower consumer action figure. The brand’s top tweets informed followers about social media content, free classes for social media marketing and related resources on its website. Hootsuite also boasts the largest number of Twitter followers among B2B brands.
Inbound marketing and sales firm HubSpot generated nearly 130,000 actions, a 54% upswing versus Q1’ 15. Retweets, up 36%, drove growth.
IMG Models Worldwide, Ericsson and Amazon Web Services round out the top five.
IMG experienced the most growth among the top 30 U.S. B2B brands. The agency generated more than 85,000 Twitter actions in Q1, up from 2,500 in Q1 ’15—an astronomical 3,200% increase. IMG also experienced the most video growth. It tweeted 2,300% more videos in Q1’ 16 and generated 7,200% more consumer engagement. Its top tweets and videos featured supermodels such as Gigi Hadid, Wiz Khalifa and Hailey Baldwin.
