From Adweek a story on the top Branded Content Media.
Now that social media is so supremely essential in brand messaging, there are a lot of layers underneath what makes a successful post, video or tweet.
This year, brands tried to utilize the popularity of emerging formats like video, and they kept politics in mind when creating assets while inspiring their fans through acts of social good.
“Brands provided fans with more immersive experiences like Degree Men with its 360 video featuring Stephen Curry,” said Unmetric CEO and co-founder Lux Narayan. “Despite a lot of continued divisiveness on social media carried over from last year’s election, campaigns that celebrated diverse cultures did quite well.”
Unmetric, a company that analyzes engagement data across social platforms, ranks posts from brands with an engagement score from zero to 1,000. Because every platform is different, and every brand has different metrics for success, Unmetric gives scores based on the idea that some metrics (like shares and retweets) have more value for brands than others such as likes or favorites.
Here’s a month-by-month breakdown of some of the social posts from brands that Unmetric scored as 1,000—or were otherwise the most engaging of the year