Unmetric examined the most engaging Mother’s Day-related social posts by brands over the past six years, and it found that Facebook was the social network of choice, accounting for 52% of those posts.
Brands published an average of three Mother’s Day posts on Facebook during that time period, and 12 percent of those posts were promoted.
The hospitality industry led the way in posting about the holiday, followed by retail and retail chains.
On Instagram, 87 of the 100 most engaging Mother’s Day posts contained images, and those posts tallied double the interactions of Facebook posts and a whopping 90 times the interaction of tweets.
Unmetric CEO Lux Narayan said, “Although Instagram and Facebook saw a small dip in the volume of posts from 2017 to 2018, their posts generated more engagement than on Twitter. This demonstrates that brands are putting quality over quantity, with a shift to publishing content that is eye-catching, meaningful and visually compelling. Instagram posts containing images were the most engaging—a trend we’re continuing to see for content published around holidays and special occasions.”