Here’s Why Consumers Can’t Get Enough of Brand Content

Advertisers have something to celebrate: people are clicking on brand content so much that the rate of engagement is growing faster than brands are putting out new content.

According to new data from the firm Shareablee, in the first quarter of 2015 people engaged with brand content in the U.S. 52% more frequently than during the same time period last year.

Instagram is the largest driver of consumer engagement, with “consumer actions” — meaning likes, favorites, retweets, etc. — rising 108%. The level of engagement on Instagram far outpaces the engagement seen on Twitter and Facebook. Posts per brand increased by 21% on Instagram, the data show.

Sports and media brands are most popular on social media. In fact, the report found that just 25 brands —including Victoria’s Secret, Urban Outfitters, Buzzfeed, NFL, and the most popular, National Geographic — make up 12% of all brand engagement.