Compelling ads can go deeper than conveying one message by telling stories. The brands that saw the most shares on Facebook last week did just that through their photos and videos. Arby's borrowed a character from a video game and crafted a photo that tells a new story, BarkBox told the story of a rescued pup, Hagerty Classic Cars educated through a demonstration and Fandango teased the plot for the upcoming film "It."
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:
This week, Arby’s saw the most shares on Facebook after posting a comical reference to "Dark Souls 3: The Ringed City," timed to the release of the video game on March 28. The post, which saw 32,969 shares, includes a character from the game set above curly fries.
Arby’s targets niche groups on the platform and gamers praise the brand for speaking to them. Commenters were full of praise for the photo post, which also brought in 92,000 reactions and 9,700. One Dennis Welsh wrote, "Seriously the marketing for this FB page is brilliant. The references and pics are always done with a sense of pride for both the reference and the product. I’m not big on fast food typically, but today I may get me some fries."
To appease its dog-loving audience, BarkBox often shares stories of dogs who have been rescued and are now thriving. In a post that saw 15,398 shares, 1.2 million views, 31,000 reactions and 1,300 comments, monthly subscription service BarkBox shared a 56-second video about the story of Penny, a two-year-old pit bull who was rejected by her mother after she was bred too young. Today, she is living a healthy life as part of a family with several other rescue dogs.
Hagerty Classic Cars
In a nearly five-minute-long timelapse video posted to Facebook, car insurance agency Hagerty Classic Cars shows the process of rebuilding an automatic transmission. With 17,654 shares, the post was one of the most shared on the platform last week. The post also saw 1.7 million video views, 13,000 reactions and 1,100 comments.
In a post that garnered 8,089 shares, Fandango shared the first trailer of Steven King's "It," due out in September. The brand wrote, "It's never been scarier." Fandango often posts trailers for upcoming films, but the anticipation around Warner Bros.' "It" has led this post to be one of the most shared on Facebook last week. Additionally, it saw 3.6 million video views, 4,800 reactions and 2,000 comments, which expressed consumer excitement to see the film.
Coming to the end of Women's History Month, Delta couldn't pass up celebrating two women who became the airline's first all-black, all-women cockpit crew in February. The post of the two pilots fist bumping generated 7,468 shares, 99,000 reactions and 1,200 comments. People appreciated the praise the brand showered on the women. One commentor wrote, "Keep flying higher Delta. Awesome airline with awesome employees. Thanks for sharing this kind of positive uplifting news." The same day as the post, the airline also saw positive feedback on social after it voiced its disapproval of United's #LeggingsGate fail.