New numbers released Tuesday showing a 108 percent rise in social engagement in 2014 underscored underscored social media’s increasingly central role in the entertainment marketing conversation.
42 billion actions were measured last year, according to research firm Shareablee, with National Geographic leading the list of top 25 social brands of 2014.
“The social media marketplace saw huge shifts in 2014, with many brands moving towards measuring audience impressions, clicks, and thinking cross-platform,” said Tania Yuki, CEO and founder of Shareablee. “Video is the biggest opportunity, growing 147 percent in 2014, with Twitter Video in particular showing massive engagement growth at 963 percent. We also saw huge enthusiasm for social click-throughs this past year with some social native publishers seeing up to 425 percent growth in referral traffic.”
Nat Geo’s 579 million actions across Facebook, Twitter, and Instagram “dominated” 2014’s list, according to Shareablee. The company defines an action as a like, comment, share, retweet, or favorite.
Other entertainment brands making the Top 25: E! (12), MTV (13), and BET (24).
Sports brands featured prominently in the rankings, with the NBA, NFL, and Major League Baseball landing at Nos. 2, 3, and 4 respectively. The WWE came in at No. 6.
In looking at the individual platforms, Shareablee found that Nat Geo was the top brand on Instagram, while those honors went to Men’s Humor on Facebook, and Bleacher Report on Twitter.
TV and sports brands accounted for 23 percent of the conversation on social platforms last year, below Media Publishing brands (31 percent) but ahead of retail (15 percent).
![Data: Shareablee](http://brief.promaxbda.org/images/uploads/Screen_Shot_2015-02-03_at_1.47.24_PM.png)
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