Informatica, Red Bull Lead Q4 Consumer Engagement; B2C Video Engagement up 128%

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In Q4 2016 (Oct. 1 – Dec. 31), consumer engagement, or total actions, defined as the sum of reactions, comments and shares on Facebook, rose 6% year over year for U.S. B2B brands, according to Shareablee data. Video engagement jumped 151%, though. Data were provided exclusively to PR News Pro. Enterprise data integration and management software firm Informatica maintained its top spot on the B2B list that it established in Q3 2016. Consumer engagement with the brand’s posts rose 38% compared with the same quarter last year, says Shareablee’s Nathalie Nuta. Video was just 8% of Informatica’s engagement. Its top post was an image wishing all a happy Diwali, which is the Hindu festival of lights.