It sometimes seems that brand communicators and marketers operate in silos within their companies. The PR News Salary Survey 2018 found just 22% of communicators reporting to marketing, for example ( PRN, March 13). A survey from an arm of The Conference Board tracked with PRN’s finding ( PRN, February 27).
On the other hand, marketers and communicators seem to be comparing notes regarding social media. Once again we have exclusive data from Shareableeshowing that a sector grew engagement on Facebook, Twitter and Instagram despite posting fewer pieces of content.
Specifically, consumer electronics brands in 2017 boosted engagement 5%, generating some 467 million consumer actions with their social posts, although they posted 15% fewer pieces of content. The sector saw a healthy 51% increase in actions, or engagements, per post, says Shareablee’s Ron Lee.
Another similarity with other sectors we’ve looked at during the first few months of 2018: The Consumer Electronics segment featured a 76% growth in consumer engagement with video.
Instagram was the category’s most utilized platform as 77% of actions came from Instagram, followed by Facbeook at 18% and Twitter at just 5%.
Quality Bests Quantity
As we’ve seen often but not always, the leader in a category exemplifies the trend of fewer posts bringing more consumer engagement. GoPro fits the mold perfectly.
The 2016 leader, GoPro garnered 184 million consumer actions in 2017 (down 6% year over year), which was 39% of the category’s engagement. Despite posting 25% fewer pieces of content and 4% fewer videos, GoPro still saw a 25% growth in actions per post and a 157% increase in consumer actions with videos vs 2016, Lee says.
In addition, GoPro garnered the highest consumer engagement per piece of content with73,890 actions per post.
Number 2 Playstation touts a 36% increase in consumer actions with a 263% increase in video content posted in 2017. Consumer engagement with videos rose 277%; video views rose 139%. Playstation content was the most shared in the category at 2.1 million, Lee says.
Number 5 Canon grew the most of the top 5, generating 22 million consumer actions (up 110%).
