Published on Feb 18th, 2016
S&P 500 brands used a combination of social video, emotion-evoking posts and user-generated content to capture 10% more engagement in January than December.
Shareablee analyzed Facebook, Twitter, and Instagram content from all properties owned by S&P 500 companies in January to rank the top-performing brands. S&P 500 brands generated 1.1 billion actions (likes, comments, shares, retweets and dislikes) in January.
Facebook generated the most engagement with 520.3 million social actions followed by Instagram (490 million), and Twitter (61.3 million). However, Instagram engagement increased 14 percent compared with December, the most of any platform.
Walt Disney Co. was the most-engaged brand in the category with 294.8 million actions in January. Comcast (134.8 million actions), 21st Century Fox (114.6 million actions), Time Warner (99.7 million actions) and Facebook (73.9 million actions) rounded out the top 5.
Disney Local TV Stations Capitalize on Social Video
Walt Disney-owned ABC affiliates were successful using social video , especially ABC7 News in San Francisco. The TV station posted the most-engaged Facebook post of any Walt Disney brand. The post about a Nevada family’s large dog generated nearly 1.2 million actions, 60% from shares. The station’s audience viewed the video 55 million times and posted 109,000 comments, many from others who shared stories and photos of their enormous dogs.
Videos accounted for 7 of the 10 most-engaged pieces of content posted by Walt Disney owned properties in January, including three from local TV stations.
Fox Uses Emotion to Generate Engagement
Happiness is a powerful emotion and is a factor for nearly half the people we surveyed about the shareability of Facebook content. The most-engaged Fox post featured a heartwarming story that appeared on American Idol. The post generated more than 1.8 million actions, 51% from shares. And it’s been viewed 53 million times.
Local Fox TV stations also used emotion to generate engagement, including a story about a little girl who got a life-saving gift and and an autistic boy who found purpose for the first time.
L Brands Finds Value in User-Generated Content
Retailer L Brands’ top content was posted by Victoria’s Secret, one of the top brands on social media in 2015 . Victoria’s Secret generated 98% of its total engagement on Instagram where it found success with user-generated content . Its top post in January was a regram from Angel Candice Swanepoel that generated more than 468,000 actions.
Victoria’s Secret featured user-generated content in two of its five most-engaged posts.
Join us Tuesday, March 15th, 2016 at 3 p.m., for our upcoming webinar, State of Social: Sports. We’ll show you how the best-performing sports teams, brands and media engage audiences on social.