During 2015, social media grew at an extraordinary rate, and as a space that traditionally belonged to brands and marketers, social is now the place to be for any type of organisation and/or person trying to reach their audience. This has also lead to an increase in the “noise” that everyone has to cut through to be heard, but there are some that have really stood out.
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According to a study from Shareablee, engagement during 2015 increased 35% and video drove most of it. So much so, that there were 73% more video posts during the year and they drove a massive amount of engagement on Facebook, Twitter, Instagram and YouTube. The study looked at the top brands on these platforms from data collected between January 1 and December 31. According to the data, U.S brands drove most social actions during 2015 – some 80 billion in fact!
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National Geographic, topped the list with 1.6 billion social actions and was followed by the NBA (819.1 million actions), NFL (528.9 million actions), WWE (385.9 million actions) and Victoria’s Secret (330.7 million). Brands with the top video engagement were unsurprisingly video publishers; Buzzfeed Video – with an impressive 80% engagement rate, the NBA with a 36% engagement rate, and WWE with 23%!
National Geographic might have dominated social actions in general, but had a very low video engagement rate at 2%. Go Pro, a video-dominated brand only had 16% video engagement – that to me was the biggest surprise.
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Overall, Shareablee’s scorecard showed that content publishers dominated engagement vs brands and that whereas video grew a lot during the year, it still isn’t the main consideration in terms of engagement. Have a look at the scorecard below for all the details.
