The brands that generated the most buzz on social media last week shattered the engagement records of their usual posts. Red Bull, Magnolia Bakery and Denny’s were among the brands that saw record numbbers of fans sharing, commenting and liking their photos and videos.
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:
Red Bull has built its brand around the world of high-octane, thrill-seeking sports, so it’s no surprise that its best performing post last week was a Facebook entry featuring an action clip of rock climbers precariously scaling a bridge in Spain. Posted on July 16, the video highlights the brand’s "Creepers" deep water soloing competition and shows plenty of climbers falling into the water below in their attempt to reach the top. In the comments, people expressed their amazement, as well as their concern for the safety of the athletes. Posts on Red Bull’s page usually average 10,000 impressions or less, but this post has received 52 million views and generated 573,000 impressions, 395,068 shares and 45,000 comments.
Magnolia Bakery usually gets about 20,000 views and less than 300 comments for a video post on the famous bakery’s Instagram feed. This past week, it scored with a mesmerizing icing demonstration for a chocolate cake. This video received 363,000 views in six days and produced 707 comments, most from fans saying how delicious the cake looks.
That moment when a new meme appears on the internet. pic.twitter.com/0DtB6qhF4H— Denny's (@DennysDiner) July 18, 2016
Denny’s is gaining quite a reputation as a witty social media brand, quick with the one-liners on Twitter. The brand receives an average of about 1,000 to 2,000 likes on a single tweet and re-tweets in the hundreds, but last week this snarky tweet received 17,894 likes and 10,615 retweets, a significant uptick. @CainMcCoy commented "You’re getting my money today. Full value too, none of this coupon crap"; @nitsirkj wrote, "Can I offer my friendship to your social media manager?" and @RogersBase added, "You guys continue to be the shining example that all businesses on Twitter should strive to be like." Last week, the brand also flexed its comedic muscle with a tweet parodying Taylor Swift’s social media battle with Kim and Kayne West, and Campaign spoke with Denny’s CMO John Dillon about their social strategy.
Bank of America
Bank of America’s endearing video about an elderly couple celebrating their 64th wedding anniversary at a baseball game garnered 1.6 million views, 18,000 impressions, 9,516 shares and 1,000 comments on Facebook last week. A photograph of Carol and Warren Reckmeyer, lifelong fans of competing baseball teams, went viral last year when they were spotted wearing St. Louis Cardinals and San Francisco Giants jerseys that next to each other read "Together since 1952." The bank, a sponsor of both teams, invited the pair to a Cardinals-Giants game in June to celebrate with Hall of Fame Cardinal Ozzie Smith and throw the ceremonial first pitch. The video tells the story of their day. "It is a beautiful, sweet story that should be broadcast on every MLB Jumbotron across the country," wrote Wendy Joiner, in the comments. On average, the company usually receives less than a hundred impressions on its Facebook posts.
Even SpaceX, which has been featured on this list a number of times already, had a tweet last week that went beyond the company’s usual levels of engagement on Twitter. This time-lapse photo of the Dragon spacecraft on its way to the Space Station and the Falcon spacecraft on it’s way back to Earth, got 26,961 likes and 14,150 retweets, about 20 times more likes than usual.
Posts on Radisson Blue’s Facebook page normally receive 100 to 200 impressions, but this post powered against the competition with 31,000 impressions, 64 comments and 46 shares. The hotel chain featured the winning photo of its "Guestagram" contest, a weekly competition of guest photos taken at Radisson Blu hotels.