The below table continues our review of 2017 consumer engagement that we began in our January 9, 2018, edition, which looked at B2C brands, courtesy of data supplied to PR News exclusively by data partner Shareablee. Subsequent editions of PR News looked at B2B (Jan. 16) and nonprofits (Jan. 23). Our previous edition examined top business-sector influencers.
This week we return to brands, with a ranking of most-consumer-engaged finance companies in 2017. The trend toward efficiency seen in earlier editions continues here.
Finance brands generated a very healthy 58 million consumer interactions, called actions on this chart, last year across Facebook, Twitter and Instragram. This despite a 15% drop in the amount of content posted (vs. 2016).
Consumer engagement with posts rose 0.6% year over and growth in actions per post was up 18%, indicating that the growth could be directly attributed to the increase in audience or the quality of content, Shareablee’s Ron Lee says.
In terms of platform usage, Facebook accounted for 89% of total consumer engagement for the financial brands, with Instagram and Twitter far behind at 4.5% and 6.5%, respectively, Lee says.
In addition, the top 4-ranked brands stayed the same in ’16 and ’17, Lee says. As you can see, nobody is even close to Western Union’s 17 million consumer actions in 2017.
On the other hand, note Allianz, at number 6. The Munich-based company cracks the top 15 for the first time. It also grew consumer engagment the most among the top 15, generating 1.6 million actions along with an astounding 507% growth in consumer actions compared to 2016. It also grew audience 1224%. How did Allianz do all this? “By putting the customer at the heart of everything that we do,” Emil Janssens, head of marketing & communications, Allianz Global Corporate & Specialty, tells us.
