This past week, the posts with the highest engagement came from brands like Calvin Klein and Men’s Warehouse that incorporated social media influencers in their tweets. IHOP referenced pop culture in a tweet and Audi, Marriot Rewards and Rolex concentrated on the use of light and color on Instagram, according to Unmetric.
Unmetric, a social-media intelligence firm, uses an analytics platform to track brands with the highest amount of engagement for posts on Facebook, Twitter and Instagram. Unmetric’s engagement score rates each post from 0 to 1,000, depending on the amount of user interactions.
Here are the posts that reached an engagement score of 900-1,000:
This past week, Calvin Klein introduced Vine star Cameron Dallas as the new face of its Calvin Klein Jeans Limited Edition campaign. The 21-year-old social media star has 11.7 million followers on Instagram, 9.3 million on Vine, 6.83 million on Twitter and 4.57 million on YouTube.
The tweet comprises a 15-second video of Dallas in various poses on a beach talking about how surprised he is to be part of the brand — in 2011 he tweeted that he would like to model for the clothing brand. The text overlay at the end reads "I Cameron in #mycalvins," a phase that is used throughout the brand’s Spring campaign videos, substituting "Cameron" for other actions.
The tweet received 23,900 likes and 12,761 retweets.
Men’s Wearhouse recruited Brent Rivera, another social-media star, to appear in a Snapchat live story for a "National Promposal Day" campaign. Rivera has 8.4 million followers on Vine, 5 million Facebook likes and 3.1 million followers on Instagram. He stars in a series of photos and videos for the menswear brand. This tweet features a video in which Rivera tries on a tux, rips it off and then thinks about going to Men’s Wearhouse. It received 2,138 likes and 520 retweets.
IHOP took to Twitter last Tuesday to poke some fun at the art from Drake’s new album "Views," which the rapper teased in a tweet before the album was released on Thursday. In Drake’s tweet, he sits on top of the CN Tower in his hometown of Toronto. IHOP’s tweet just reads #VIEWS and shows a picture of a miniature man sitting on a pile of pancakes. IHOP joined people on social media who posted memes of other characters enjoying elevated views or placing Drake in other high places.
IHOP’s tweet got 3,928 likes and 3,969 retweets. @stevodelic commented on the photo saying, "You guys win the Internet for today."
Last Monday, McDonald’s announced it was adding McGriddles to its all-day breakfast menu. A tweet that said "IMPORTANT" and included the hashtag #AllDayBreakfast and a photo of two McGriddles got 6,238 retweets and 5,850 likes.
In the top three Instagram posts from last week, all three brands — Marriot Rewards, Audi and Rolex — focused on the use of light and color in their photos:
A cheeky post saying, "An attitude problem isn’t always a problem" with a picture of the Audi RS7 received 119,000 likes and 831 comments in two days. The black car contrasts with the sunset behind it.
Last week, Marriott Rewards posted a photo of multi-colored balloons blowing in the wind set against a the sunset and ocean, accompanied by the statement "Make it a great week." In four days, the tweet garnered 4,842 likes and 24 comments of people praising the photo.
In a post that garnered 30,900 likes and 341 comments in three days, Rolex features one of its gold watches with precious stones in a clear and bright photo. The text references the color in the photo: "Pairing precious stones with corresponding hue is an art form, always done by hand. #Rolex #Pearlmaster"