Year in Review 2022
As the global Coronavirus crisis grows, consumers are making changes to the way they interact with content on social media. This post brings together some of the changes in consumer trends and the impact on the brands present in the social network.
1) When analyzing the total content produced by the brands from March 1-18 compared to the same period last month, a decrease of 3% is observed. In comparison to the same period in January, growth is 7%. During the growth of the pandemic, some brands became slightly more hesitant to post on their social platforms. The total number of shares fell 9% compared to last month, but the number of shares during March 1-18 is still 2% higher than the total number of shares during the same period in January. The number of shares per post in March fell both in comparison with February (-5%) and January (-5%), which could indicate that brands are not being as effective in driving audience engagement during this period.
Source 1: Shareablee - Facebook, Twitter and Instagram. Total Actions: the sum of all reactions, likes, comments, shares, retweets or favorites received on content posted by property on Facebook, Twitter and Instagram. Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.
2) Government and Health categories stand out when we analyze the isolated categories both in growth and in volume of shares, content and shares per post.
Source 2: Shareablee - Facebook, Twitter and Instagram. Total Actions: the sum of all reactions, likes, comments, shares, retweets or favorites received on content posted by property on Facebook, Twitter and Instagram. Shares: The total number of times the specified property's posts were shared or retweeted during the defined time period on Facebook and Twitter NOTE: Shares is not an Instagram metric. Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.
3) All metrics increased for publishers except shares per post. One hypothesis is that the audience is unable to engage proportionally with the increased volume of posts published. Despite this, the increase in shares (16% over the previous month) is notable, demonstrating the interest of the audience in reverberating the content of publishers in their social accounts.
Source 3: Shareablee - Facebook, Twitter and Instagram. Total Actions: the sum of all reactions, likes, comments, shares, retweets or favorites received on content posted by property on Facebook, Twitter and Instagram. Shares: The total number of times the specified property's posts were shared or retweeted during the defined time period on Facebook and Twitter NOTE: Shares is not an Instagram metric Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.
4) The post with the greatest engagement during March 1-18, both on Facebook and Instagram, was from Cervejaria Ambev, promoting the brand's action in transforming the brewery's alcohol into alcohol in gel filled in the packaging itself. This demonstrates that, at the moment, relevant actions that have a direct impact on this new reality will achieve greater engagement with the audience.
Source 4: Shareablee - Facebook and Instagram - All brands . Content Explorer. Total Actions: the sum of all reactions, likes, comments, favorites received on content posted by property on Facebook or Instagram. Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.
Read our ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries on comscore.com/Coronavirus.
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