Engagement With Brand Content Soared 52% Last Quarter
The data answers a key question that Shareablee founder and CEO Tania Yuki keeps getting from marketers: “Has this thing leveled off? Is social starting to pull back?”
Shareablee clients include Unilever, which made the startup one of its Foundry50 honorees pitching to agencies and marketers during the Lions Innovation portion of the International Festival of Creativity in Cannes this week. It takes a different tack than most social analytics firms, focusing not on spontaneous consumer social-media posts about brands but rather on brand posts and how consumers react to that content. As such, it focuses squarely on impact brands are getting from the social-media content they fund.
Ms. Yuki previously helped found ComScore’s Video Metrix for online video, and that background is particularly germane to her new business, because she sees video posts driving the vast majority of recent growth in engagement with branded content. Overall, engagement with brand videos grew 186% last quarter more than three times faster than the overall increase though video still only accounted for 10% of overall engagement with brand content.
