Engagement Meter: The top social posts of last week

GoPro, University of Wisconsin and Nutella didn't need the Olympics to win the week in social.

The Olympic Games kicked off in Rio last week, but the brands that topped the Engagement Meter didn’t need to reference the games to win the week in social media conversations. Surprisingly, the most popular posts last week had nothing to do with the global extravaganza. People responded most to scenic pictures posted by brands such as GoPro, University of Wisconsin and Nutella.

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:


GoPro, with its 9.8 million Instagram followers, is easily one of the most adored brands on the platform. It has been featured on this list a number of times for posting stunning photos of landscapes and competitive sports that have seen high levels of engagement. This past week, the brand reposted this photo from @wavesonlymb of a wave about to form a barrel in front of a setting sun in California. The post generated 371,000 likes and 1,450 comments in one day. 


University of Wisconsin

All the way up. #uwmadison (??: Peter Borkowski)

A photo posted by UW-Madison (@uwmadison) on

Instagrammers can pick out the giant dome of the university in the center of Madison, Wisconsin, from this gorgeous bird's-eye view of the city. The photo, taken by photographer Peter Borkowski, is undoubtedly meant to instill pride in the school and city. The University of Wisconsin’s Instagram account, with 82,500 followers, is full of beautiful photography, but usually posts don’t receive more than 3,000 likes. With 8,018 likes and 112 comments, this post certainly made an impression.


This isn’t French toast featuring Nutella®, it’s #Nutella featuring French toast.

A photo posted by Nutella (@nutella) on

With 33,800 likes and 236 comments on Instagram, this post features a bright, colorful photo of a person about to slice right into the brand’s hazelnut spread on pieces of French toast. The caption reads: "This isn’t French toast featuring Nutella, it’s #Nutella featuring French toast." The brand has 873,000 followers on Instagram and usually drives high levels of engagement with enticing pictures of the spread on breakfast foods like pancakes and waffles.


The insurance company has an Aflac Duck page that is liked by 762,399 people. All posts show the popular company mascot in silly scenarios like surfing a wave or eating chocolate ice cream. They are also accompanied by witty remarks and the hashtag #DuckLife. This one shows the duck running through a water sprinkler. "It’s not a pot of gold that’s at the end of a rainbow, it’s me!" reads the post. Usually the Duck’s posts receive less than 3,000 impressions, but this one accrued 26,000, as well as 1,517 shares and 215 comments.

The Ritz-Carlton Orlando, Grande Lakes

The Ritz-Carlton has a separate Facebook page for the hotel chain’s Grande Lakes, Orlando location and is followed by 49,821 people. This post shows a sun setting over the hotel’s pool right next to the Grande Lakes. The brand asks followers to share their favorite sunset memories with the hashtag #RCMemories. The post received 10,000 impressions, 173 shares and 77 comments. 

California Avocados

In a Facebook post that received 12,000 impressions, 1,118 shares and 299 comments, California Avocados shows off a photo of avocado pistachio ice cream, cone and all. The post links to the blog, "I Wash, You Dry," which features a recipe showing how you can make it without an ice cream maker. The brand is followed by 311,850 people on Facebook.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free