Although brands have posted the bulk of their social content related to the Fourth of July on Facebook over the past six years, a surge in Instagram engagement may drive a shift in those strategies, according to social marketing firm Unmetric.
Unmetric analyzed the most engaging Independence Day-related posts by brands on Facebook, Twitter and Instagram over the past six years, and it found that 59% of those posts were published to Facebook, with brands averaging around two posts apiece about the holiday and promoting 6% of those posts.
However, Facebook and Instagram saw small volume dips last year.
Instagram dominated engagement, as July 4-related posts on the Facebook-owned photo- and video-sharing network drew five times more interactions than those on Facebook and a whopping 82 times more than tweets.
Broken down by industry, hospitality brands posted the most Fourth of July-related social content, followed by retail and food/beverages.
Unmetric said 95% of the posts it analyzed were published during the last week of June, with a total of 11,656 on July 4, 2018.
Unmetric CEO Lux Narayan said in an email, “Facebook continues to be the most popular channel for Fourth of July content, but brands are starting to shift more to Instagram as it drives five times more interactions than Facebook and 82 times more interactions than on Twitter. Instagram, along with Facebook Stories, is driving significant amounts of Facebook’s overall ad revenue, and the steady shift of branded content to Instagram due to its high consumer engagement reflects the power of visuals in marketing today.”