Influencer marketing continued to come under scrutiny last week, with advocacy groups calling on the FTC to enforce greater transparency in posts with labels like #ad, #paid or #GotitFree.
But influencer-driven campaigns show no sign of slowing down. The brands that received the highest engagement rates on social media last week relied on influencers to share their stories. AT&T banked on Taylor Swift to introduce online video app, and Happy Socks collaborated with YouTuber PewDiePie on a custom line of socks.
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:
Last week AT&T launched a new video app, DirecTV Now, a way for consumers to stream original programming and live TV shows. Taylor Swift is the first celebrity influencer to join on as a content partner with a channel called "Taylor Swift NOW." This Instagram video announcing the partnership received 18,300 views and 1,208 comments in three days.
Swedish retailer Happy Socks collaborated with Swedish influencer PewDiePie, who has nearly 50 million YouTube subscribers, to produce a custom sock line. This tweet from the retailer touting the partnership generated 4,886 likes and 460 retweets.
In a Facebook post that received 67,000 reactions, 3,288 shares and 541 shares, Nissan posted a photo of its Skyline GT-R. A few commenters expressed annoyance that Nissan posted it to the company's US Facebook page when the car manufacturer does not actually sell that car in America.
In a quirky Facebook post that got 94,000 reactions, 102 shares and 80 comments, French beverage brand Perrier promoted its Perrier Guarana Boost drink. The post used a gif of 16th century characters high-fiving to tout, "feelings after a Guarana Boost. #DrinkExtraordinaire." A bottle of Perrier appears in a painting in the background.
Meijer received 789,000 views, 13,000 reactions and 738 comments with a post that shared its Christmas spot on Facebook. In the 1:30 ad, a young boy gives a cookie he received at the grocery store to a man he believes is Santa Claus. In the post, the brand encouraged followers to share their favorite stories of children during the holiday.
In an Instagram post that garnered 138,000 likes and 294 comments in three days, Maserati shared a picture of the 2017 Quattroporte, the sixth iteration of the car. The brand highlighted the car's performance with a picture of the sedan driving down a highway blurred from the speed.