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. Indeed, 8 of the top 10 most-engaged-with brands were beauty/skincare and fashion. On Twitter, engagement split between beauty and snacks.

Dior saw its greatest ROI on Instagram, averaging 94K+ actions on each piece of content, compared with just more than 2.7K on Twitter.

Similar to other beauty and skincare brands, Dior Beauty saw content that included influencers or celebrities who are associated with the brand perform extremely well, such as this post showing (and tagging) singer-actress Jisoo wearing Dior lipstick. As of press time, this singular post had more than 257K likes. The BLACKPINK member has 59M+ followers on the platform.

Other top beauty brands, such as Kylie Cosmetics or Rihanna's Fenty Beauty, benefit from high engagement on Instagram simply by posting photos of their celebrity founders. A Kylie Cosmetics post, for example, doesn't even mention the beauty brand, but instead wishes followers a Happy international Women's Day (March 8) next to a photo of Kylie and Kris Jenner. As of press time, it had received more than 335K likes.


Source: Shareablee powered by Comscore, US* Consumer Goods, March 2022