Oftentimes it’s not enough to show off products to get engagement on social, it requires an entertaining push. The brands that had the most shared Facebook posts last week used clever call-to-actions to engage consumers. BarkBox told viewers to reach out to a shelter to adopt the dog featured in its post, Lane Bryant used its #ThisBody campaign ad to ask consumers about what inspires them and Scentsy encouraged viewers to share the post if they liked its video.
Unmetric, a social-media intelligence firm, uses an analytics platform to track brands with the highest amount of engagement for posts.
Here are the brand posts that received the most shares of last week:
Luvable Dog Rescue, an Oregon-based no-kill shelter where dogs live in tiny cottages, worked with BarkBox to share the story of Picasso, a dog that may look different because of a face deformity, but still longs for a family who will adopt him. In a video post that has seen 95,881 shares, Picasso is seen with his brother Pablo playing and getting belly rubs. At the end of the video, BarkBox addresses the viewer by saying, "If you’re interested in waking up to these precious faces every single day, please email…to adopt them." With viewers showing off their own pooches with facial conditions, the post generated 9.6 million views, 86,000 reactions and 30,000 comments.
Last week, Lane Bryant introduced its new #ThisBody campaign on Facebook with a 60-second video of women sharing inspiring testimonials. In the black-and-white ad, dancing plus-size models in their underwear declare that women can do anything. The post engages the viewers by asking, "What inspires you?" It received 31,448 shares, 2.1 million video views, 52,000 reactions and 1,800 comments. Famous plus-size model Ashley Graham is also featured in another ad for the new campaign and graces the cover of Vogue’s March issue. Read about that spot here.
Continuing to use cardboard to create figures from popular culture in its Facebook posts, Arby’s posted a photo that has seen 28,136 shares. In it, Team Rocket’s hot air balloon from the popular show "Pokemon" is seen floating over an Arby’s meal. The post also brought in 135,000 reactions and 5,600 comments.
Fragrance company Scentsy generated 12,439 shares when they posted a fast-paced video of new products from its spring and summer catalog. Using bright colors, the video shows how customers can mix and match product styles. A call-to-action at the end of the video tells viewers to share it if they like it. The post has also seen 386,000 views, 4,000 reactions and 161 comments.
DIY videos are a natural fit for craft store Michaels. In a post that garnered 7,635 shares, Michaels shares a 60-second video, directing viewers through the steps of making an artsy flower vase using string, wood and florals. With the tutorial video, the chain slips in a little promotional deal, writing that all florals are half off. The post has also seen 967,000 video views, 13,000 reactions and 967 comments.