Report: Fashion and Automotive Brands Dominate Social Media

The top brands use stunning visual content to highlight craftsmanship, innovation and artistry, and create sensory experiences, while promoting new products or collections.

When it comes to success on social, some brands just get it right. The brands that get it, all have some best practices in common.

Social analytics company Shareablee monitored more 100,000 brands and more than 600 million interactions, to identify which brands stand out, and what they do right on social.

Overall, brand engagement on social media has increased 53 percent during the first half of the year, with Instagram up more than 90 percent.

On Facebook, the average number of followers per brand increased 27 percent; on Twitter the increase was 93 percent, and Instagram brand followers increased nearly 250 percent.

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Sports and entertainment continue to generate high engagement on social media, and it seems they’re responding to this demand. According to Shareablee, sports and recreation, and publishing dominated when it came to cross platform actions. In fact, while the overall production of brand and actions increased 26 percent, sports/recreation and publishing brands increased their social actions by nearly 70 percent.

Luxury brands, particularly automotive and fashion brands, are killing it with a 94 percent increase in engagement across Facebook, Twitter and Instagram. Fashion and automotive brands dominate the share of voice in this category with an increase of 71 percent and 118 percent in content production.

These brands seem to be doing particularly well in the visual mediums, and on Instagram with luxury brand videos grew more than 200 percent. While photos continue to drive strong engagement, video engagement is on the rise across platforms. And as engagement increases, brands are putting out more video content.

According to Shareablee, the top five luxury brands are Mercedes-Benz, BMW, Valentino, Michael Kors and Victoria Beckham. In fact, the top 25 reads like a who’s who of fashion designers with a few automotive brands included.

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So what do the top performing brands have in common? They all use stunning visual content to highlight craftsmanship, innovation and artistry, and create sensory experiences, while promoting new products or collections.

Download the full report to see more of the data and as well as best practices case studies.

Readers: How are you using visual content to engage social media audiences?

Image courtesy of Mercedes-Benz on Facebook.

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