CPG Video Engagement Grows 52% on Instagram, Drops 9% on Facebook

For CPG companies, consumer engagement with Instagram videos rose 52 percent year-over-year, from March 2021 to March 2022, according to Shareablee powered by Comscore.

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

On Facebook, CPG video engagement, dipped 9 percent, however. Video views were off 15 percent, reports Madison Busick, an analyst at Shareablee.

Despite the downslide in consumer engagement, there was a 51 percent increase in “haha” reactions on Facebook. This "could indicate brands are getting funnier on the platform or just finding better ways to understand what makes their audience laugh," Busick adds.

 
Cannabis and Paper Products See Largest Audience Growth
Cross-platform audiences (from Facebook, Instagram and Twitter) increased 5 percent year-over-year across all CPG brands. The sub-industries within this sector that saw the largest growth were cannabis products (+22 percent), paper products (+20 percent), baby care (+6 percent), and beverages (+5 percent).

On Facebook, self-described culture discovery platform Herb posted the most content and had the most engagement. Its efficiency (averaging about 4.4K actions per post), however, remained far below that of luxury fashion house Dior, whose posts averaged 7K actions per.

Source: Shareablee powered by Comscore, US* Consumer Goods, March 2022
Beauty, Fashion Brands Rule Top Engagement
Dior also hit the number-one spot by consumer engagement on Instagram and Twitter as beauty dominated, as it's done so often.