Press Play: Business Services Videos on Facebook Enjoy 31% YOY Rise in Consumer Engagement

For business services companies, social video is on the rise. In fact, consumer engagement with video posts on Facebook grew 31 percent year-over-year from Feb 2021 to Feb 2022, according to comScore (previously Shareablee) data, provided exclusively to PRNEWS.

Within the business services category, comScore includes software-as-a-service (SaaS) firms, advertising and marketing agencies, trade associations, consulting companies, trade shows, law firms, real estate agencies, IT services, postal and shipping services, industrial, staffing firms and accounting firms.

As a category, SaaS had the most engagement with video in the period Feb 1-29, 2022 across platforms (more than 23.5K actions across Twitter, Instagram and Facebook), although that category does not represent the most year-over-year growth in the number of actions.

That honor goes to IT Services, which saw nearly 137 percent year-over-year growth in the same period. On the contrary, the advertising and marketing agencies category saw the biggest loss in engagement during this time period, down more than 55 percent.

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



SaaS Brands Win Big with Sports and Celebs

So what's the most-engaged-with category posting?

Athletic video performance analysis provider Hudl was the most efficient SaaS brand. Its cross-platform video engagement averaged just more than 2,900 actions on 53 videos, which feature top sports moments.

In an unexpected pairing, tax software provider Turbotax saw more than 5K likes for its Facebook video depicting a Cameo with Cedric the Entertainer.

On Instagram, CRM system Salesforce (which, incidentally posted the most number of videos in the category) replays its Super Bowl ad, starring Matthew McConaughey. Workforce platform provider also acknowledges the Super Bowl in its spot highlighting how it can help users organize their watch parties.


Source: comScore
Explosive Growth of IT Service Brands on Video
In the IT services category, where engagement with video exploded, there was a greater focus on product promotion. Intel, which posted the fewest number of videos in the top-10, utilized Instagram to highlight the features of its Evo laptopsAmazon Web Services, the most prolific video poster on the list, announced a partnership with the NFL "to create the Digital Athlete: a simulation that makes the game safer while taking the energy higher."
Enterprise software provider EPAM Global took a moment to post about the war in Ukraine, which garnered more than 170 actions (a considerable number given that its average video generated 46 actions).
Source: comScore