Mercedes-Benz takes the top spot, and automotive and luxury brands dominate the top 25, in an analysis of social activity by leading brands.
High-end, photogenic brands -- perfect for Instagram -- were well-represented in the Top 25, as automotive brands took nine out of the top 25 slots and luxury brands took eight in the analysis by Origami Logic.
The company tracked 162,407 Facebook, Instagram and Twitter messages posted by the 305 brands during the first half of 2017. Total engagement of all messages was an astounding 1,215,999,755.
Thanks to a prolific Instagram account featuring beautiful pictures of their automobiles, Mercedes-Benz clearly took the top spot with a total engagement score of 153,705,401.
The other top 25 brands were: BMW, Red Bull, GoPro, Wendy’s, Gucci, Dior, Dolce & Gabbana, Louis Vuitton, Chanel, Rockstar Games, Prada, Fendi, Jaguar, Dodge, Maserati, Porsche, Tiffany & Co., Walmart, Jeep, Land Rover, Audi, Puma and Warner Bros.
From an industry perspective, the automotive segment received the most engagement overall but on a per brand basis, the luxury segment performed the best. The average engagement for each of the luxury brands we tracked was 20,524,949, almost double the average engagement scores for the automotive and entertainment segments.
A big surprise is the difference in engagement levels among brands in the same industry, says Steven Wastie, Origami Logic chief marketing officer. One example is luxury automotive brands.
“On one hand, you have BMW, which generates a lot of activity for each Instagram post it makes,” Wastie tells Marketing Daily. “During the first half of 2017, each BMW Instagram post averaged an engagement score of over 192,000. On the other hand, there is Luxor, which averaged an engagement score of only a little over 12,000 for each of their Instagram posts.”
From a platform perspective, Instagram took the lion’s share of engagement (79.42%) followed by Facebook (11.88%) and Twitter (8.7%). In terms of activity, Twitter took the top spot with 86,078 tweets, followed by Facebook with 43,676 posts and Instagram with 32,652 posts.
While Mercedes-Benz earned the most total engagement on Instagram, Nike (316,608 engagement per post), GoPro (211,793) and BMW (192,728) got the most bang for their efforts with higher average engagement scores per post.
Red Bull received the most total engagement on Facebook with a score of 17,531,123, but they were also, by far, the most active with 2232 posts (the next closest in activity was Disney with 1082 posts), resulting in an average engagement score of 7854. As a point of contrast, Chanel had the highest average engagement score -- 50,516 for each of their 111 Facebook posts.
Wendy’s dominated the engagement game on Twitter, thanks to a personal campaign launched by Carter Wilkerson that went viral. Wendy’s had a total engagement score on Twitter of 47,484,591 (the next highest score was Walmart with a score of 10,499,450). Wilkerson’s plea for people to retweet his tweet so he can get a year’s worth of chicken nuggets resulted in an avalanche of retweeting. Over 77% of the engagement received by Wendy’s were retweets.
Activity, by itself, doesn't result in engagement, Wastie says. The brand with the most activity out of the 305 brands tracked, B&H Photo Video, only ranked 137th in total engagement. It pushed out 4,753 tweets in the first half of 2017, and 5,252 messages overall, but the tweets didn't get much engagement.
“Ultimately, brand marketers need to publish content that resonates with their audience,” Wastie says. “Luxury brands, in general, are good at this. They publish beautiful, aspirational photos of items that their followers would love to own. This is why luxury brands held 15 out of the top 25 spots in terms of total engagement.”