This week’s late 2017 data review turns to influencers in the business category. Once again, data is provided to PR News exclusively from data partner Shareablee.
As we saw in the previous year-end editions of B2B, B2C and nonprofits in our January editions, content creators in 2017 emphasized quality over quantity. Business influencers registered growth in consumer engagement, or actions, by posting about 12% fewer pieces of content on Facebook, Instagram and Twitter. In all, business influencers generated 562 million consumer actions, up 19% year over year.
Consumer engagement with videos in this category also rose, by 13%, says Ron Lee of Shareablee.
In the spirit of efficiency, it’s fitting the most-engaged influencer was Strive Masiyiwa of Zimbabwe (photo 1, page 1) of Zimbabwe, who generated 74 million consumer actions, all on Facebook. His 210% year-over-year increase in consumer actions was accomplished with just a 7% increase in content.
Donald Trump Jr.also posted fewer pieces of content in 2017 (down 23% vs. 2016), yet saw a 135% increase in consumer actions. He also led in content shared, Lee says.
