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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
2
The State of Social Media in the U.S. 2021
As marketers and business leaders continue to embrace social media and use it to drive
business growth, it is crucial to understand the overall landscape to make the most of
your social strategy. Social media data not only helps to inform and build that strategy,
but also sheds insight into consumer behavior both online and offline.
The State of Social Media 2021 explores the platforms, categories, brands, and content
steering the growth of the social media universe and internet culture and unpacks for
marketers the key drivers of engagement.
About Comscore & Shareablee
Comscore is a trusted partner for planning, transacting, and evaluating media across
platforms. With transformative data science and vast audience insights across digital,
linear TV, over-the-top (OTT), and theatrical viewership, we are a powerful third-party
source for reliable measurement of cross-platform audiences.
Shareablee, now a part of Comscore, is the leader in audience-based social media
measurement for media publishers, agencies, and brands that want to plan and
measure the impact and effectiveness of their cross-platform social media
campaigns. Measuring over 1 million brands and 15 million creators in 65+ countries
globally, Shareablee is the destination for enterprises who wish to leverage the
intelligence of the entire universe of social media to drive critical business decisions.
Learn more at comscore.com
TRUSTED BY
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
3
State of Social Media: What’s Inside
OVERALL GROWTH
CATEGORY KILLERS
THE BIG LIST
TOP CONTENT
Page 4.
• Overall Growth of Social Media Audiences
Page 5.
• Individual Platform Growth
Page 6.
• Cross-Platform Actions: Share of Voice
• Engagement Share of Voice by Industry
Page 7.
• Industry Trends: Average Cross-Platform
Content
• Industry Trends: Average Cross-Platform
Actions
Page 9-10.
• Top 100 Social Brands of 2021
Page 12.
• Top 25 Facebook Brands
• Top 25 Twitter Brands
Page 13.
• Top 25 Instagram Brands
• Top 25 Brands by YouTube Actions
Page 14.
• Top 25 Branded Content Advertisers
and Publishers on Facebook
Page 15.
• Top 25 Branded Content Advertisers
and Publishers on Instagram
Page 16-33.
• Top 10 Brands by Industry
Page 34.
• Top 10 Facebook Posts By Brands
Page 35.
• Top 10 Tweets by Brands
Page 36.
• Top 10 Instagram Posts by Brands
Page 37.
• Top 10 Branded Posts on Facebook
Page 38.
• Top 10 Branded Posts on Instagram
CONTENTS
Page 11.
• Top 50 Brands by Video Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
4
Overall Shifts of Brands, Publishers, and Influencers on Social Media
Social audiences grew in large numbers in 2021, even as the amount of
content posted stayed consistent. The largest growth was in influencer
followers with a 27% increase on Facebook and a 21% increase on Instagram.
23%
10%
67%
2021: 146 Billion Fans & Followers
15%
8%
77%
2020: 126 Billion Fans
& Followers
16%
Growth
OVERALL GROWTH
INSTAGRAM FACEBOOK TWITTER
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
5
Individual Platform Growth
From Jan – Dec 2021 / Shown in percentage of growth Y/Y
OVERALL GROWTH
0 1,000,000 2,000,000
BY AVERAGE VIDEO ACTIONS PER BRAND
BY AVERAGE ACTIONS PER BRAND
BY AVERAGE POSTS PER BRAND
BY AVERAGE AUDIENCE PER BRAND
475K / +3%
118K / +6%
299K / +14%
0.8K / -2%
0.9K / +0.3%
0.2K / +6%
386K / -17%
118K / -10%
1.8m / -4%
113K / -16%
31K / -23%
294K / -34%
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
6
Cross-Platform Actions: Share of Voice
*5% -US Business Services, Education, Government, Health, Industrial, Online Media, Public Services, Telecommunications
CATEGORY KILLERS
>1%
FINANCE
35%
PUBLISHING
15%
SPORTS &
RECREATION
9%
RETAIL
2%
AUTOMOTIVE
1%
TRAVEL &
LEISURE
4%
CONSUMER
GOODS
29%
MEDIA &
ENTERTAINMENT
Share of Voice by Industry
0% 50%
100%
Automotive Consumer Goods Finance Media & Entertaiment
Publishing Retail Sports & Recreation Travel & Leisure
4%
TOTAL AUDIENCE (FANS/FOLLOWERS)
TOTAL POSTS/TWEETS
TOTAL ACTIONS
1%
4
%
<1%
35%
2
%
41%
10%
7%
2%
2%
47%
38%
1%
5%
<1%
16%
31%
37% 10%
45%
5%
1%
1%
1%
1%
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
7
Industry Trends: Average Cross-Platform Actions
Facebook, Twitter, Instagram
Finance drove the most growth.
Industry Trends: Average Cross-Platform Content
Facebook, Twitter, Instagram
Finance and Travel & Leisure drove the most growth.
CATEGORY KILLERS
0
50
100
150
200
250
300
350
400
Jan '21 Feb '21 Mar '21 Apr '21 May '21 Jun '21 Jul '21 Aug '21 Sep '21 Oct '21 Nov '21 Dec '21
Consumer Goods: -42%
0
100
200
300
400
500
600
Jan '21 Feb '21 Mar '21 Apr '21 May '21 Jun '21 Jul '21 Aug '21 Sep '21 Oct '21 Nov '21 Dec '21
Thousands
Retail: -20%
Growth % Since
Jan’21
Publishing: -4%
Sports & Recreation: -3%
Media & Entertainment: -9%
Travel & Leisure: +9%
Retail: +6%
Automotive: +2%
Finance: +21%
Consumer Goods: -3%
Growth % Since
Jan’21
Publishing: -22%
Sports & Recreation: -10%
Media & Entertainment: -13%
Travel & Leisure: -8%
Automotive: -30%
Finance: +108%
Click to add text
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
8
*Does not include Video Views
CATEGORY KILLERS
0
20
40
Jan '21 Feb '21 Mar '21 Apr '21 May '21 Jun '21 Jul '21 Aug '21 Sep '21 Oct '21 Nov '21 Dec '21
Industry Trends: Average Cross-Platform Video Actions
Facebook, Twitter, Instagram
Retail & Finance drove the most growth.
Growth % Since
Jan’21
Publishing: -4%
Sports & Recreation: -3%
Media & Entertainment: -4%
Automotive: +40%
Retail: +40%
Travel & Leisure: 0%
Consumer Goods: 0%
Finance: +100%
0
20
40
60
80
100
120
140
Jan '21 Feb '21 Mar '21 Apr '21 May '21 Jun '21 Jul '21 Aug '21 Sep '21 Oct '21 Nov '21 Dec '21
Thousands
Growth % Since
Jan’21
Publishing: -27%
Sports & Recreation: -17%
Media & Entertainment: +4%
Travel & Leisure: +20%
Automotive: -2%
Consumer Goods: -21%
Finance: +677%
Retail: +63%
Industry Trends: Average Cross-Platform Video Content
Facebook, Twitter, Instagram
Finance, Retail, and Automotive drove the most growth.
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
9
THE BIG LIST
Top 100 Social Brands of 2021
Ranked by total cross-platform actions in 2021 (Reactions, Comments, Shares, Retweets
and Likes on owned content published by brands on Facebook, Twitter, Instagram)
RANK BRAND ACTIONS
1 The Shade Room 3.5 Billion
2 NBA 1.9 Billion
3 Bleacher Report 1.7 Billion
4 House of Highlights 1.3 Billion
5 NFL & ESPN 1.1 Billion
6
Complex 942.6 Million
7
WWE 722.4 Million
8
E! News 671.3 Million
9
Fox News 647.1 Million
10
MLB 630.6 Million
11
Ultimate Fighting Championship
- UFC
527.5 Million
12
National Geographic 491.1 Million
13
HoodClips 456.2 Million
14
ESPN FC 440.5 Million
15
Worldstar Hip Hop 416.6 Million
16
The Dodo 416.5 Million
17
Marvel Studios 400.1 Million
18
Marvel 393.2 Million
19
CNN 369.1 Million
20
Netflix 350.3 Million
21
The Shade Room Teens 345.2 Million
22
Overtime 333.1 Million
23
People 311.8 Million
24
B/R Gridiron 304.1 Million
25
Barstool Sports 283.2 Million
RANK BRAND ACTIONS
26
NHL 258.6 Million
27
Hollywood Unlocked 250.8 Million
28
IGN 250.5 Million
29
The New York Times 238.1 Million
30
Newsmax 234.4 Million
31
Vogue 217.8 Million
32
Ballislife 217.2 Million
33
Billboard 215.9 Million
34
National Geographic Travel 213.7 Million
35
Baller Alert 191.3 Million
36
5-Minute Crafts 185.3 Million
37
ESPN MMA 181.4 Million
38
Upworthy 180.6 Million
39
FTBL 178.3 Million
40
Washington Post 165.9 Million
41
XXL Magazine 163.5 Million
42
PGA TOUR 162.5 Million
43
Fashion Nova 158.3 Million
44
Soompi 153.4 Million
45
ABC News 148.4 Million
46
Comicbook.com 146.5 Million
47
allkpop 137.6 Million
48
Instagram 135.1 Million
49
NPR 132.7 Million
50 CBS Sports 131.6 Million
*These rankings exclude sports team, TV shows and public figures
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
10
RANK BRAND ACTIONS
51 CBS Sports 131.6 Million
52 The Berrics 129.8 Million
53 Dior 124.4 Million
54 CNN en Español 122.6 Million
55 Crunchyroll 122.4 Million
56 NBA TV 120.2 Million
57 ESPN Deportes 119.5 Million
58 Crafty Panda 118.8 Million
59 FIFA World Cup 115.9 Million
60 NBA Memes 112.7 Million
61 Lamborghini 112.3 Million
62 FaZe Clan 108.4 Million
63 Entertainment Tonight 106.7 Million
64 NBC News 106.6 Million
65 The Hill 105.2 Million
66 sneakernews.com 104.7 Million
67 CBS News 102.8 Million
68 BuzzFeed 102.8 Million
69 MTV 102.2 Million
70 Daily Wire 97.9 Million
71 Reuters 91.6 Million
72 NowThis 90.3 Million
73 The Onion 88.0 Million
74 Scary Mommy 87.5 Million
75 The Daily Caller 86.9 Million
RANK BRAND ACTIONS
76 The Dad 86.5 Million
77 Porsche 85.8 Million
78 Tasty 85.5 Million
79 Humans of New York 84.0 Million
80 NTD Taste Life 79.8 Million
81 TMZ 79.1 Million
82 ATP Tour 78.5 Million
83 Men's Humor 76.5 Million
84 YouVersion 76.3 Million
85 Architecture & Design 75.2 Million
86 Forbes 75.1 Million
87 ABC7 74.9 Million
88 Telemundo 74.0 Million
89 BMW M 73.8 Million
90 MSNBC 72.6 Million
91 Disney+ 72.4 Million
92 ColourPop 72.0 Million
93 Wizarding World 72.0 Million
94 UberFacts 69.5 Million
95 Weird Facts 69.2 Million
96 NBC Olympics 67.8 Million
97 SLAM Magazine 67.7 Million
98 Bloomberg Business 67.5 Million
99 Billboard Charts 67.1 Million
100 The Checkdown 67.0 Million
*These rankings exclude sports team, TV shows and public figures
Top 100 Social Brands of 2021 - Continued
Ranked by total cross-platform actions in 2021 (Reactions, Comments, Shares, Retweets
and Likes on owned content published by brands on Facebook, Twitter, Instagram)
THE BIG LIST
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
11
RANK BRAND VIDEO ACTIONS
1 The Shade Room 1.2 Billion
2 The Dodo 355.3 Million
3 HoodClips 298.2 Million
4 Complex 219.6 Million
5 Barstool Sports 186.4 Million
6 5-Minute Crafts 173.1 Million
7 Marvel Studios 171.8 Million
8 Worldstar Hip Hop 170.0 Million
9 Marvel 153.4 Million
10 Overtime 141.6 Million
11 Bleacher Report 137.5 Million
12 People 127.4 Million
13 Baller Alert 125.4 Million
14
Ultimate Fighting
Championship - UFC
124.3 Million
15 Crafty Panda 110.9 Million
16 NHL 98.7 Million
17 E! News 97.9 Million
18 The Berrics 94.2 Million
19 Cats Of Instagram 92.8 Million
20 MLB 84.6 Million
21 The Pet Collective 81.6 Million
22 NBA 77.2 Million
23 Fortnite 76.8 Million
24 Netflix 73.1 Million
25 CBS News 72.9 Million
*These rankings exclude sports team, TV shows and public figures
Top 50 Brands by Cross-Platform Video Actions
Ranked by total cross-platform Video Actions in 2021 (Reactions, Comments, Shares,
Retweets and Likes on owned video content published by brands on Facebook, Twitter,
Instagram)
THE BIG LIST
RANK BRAND VIDEO ACTIONS
26 The Shade Room Teens 71.9 Million
27 Newsmax 70.8 Million
28 Ballislife 70.6 Million
29 Fox News 69.4 Million
30 Hollywood Unlocked 67.1 Million
31 Tasty 66.2 Million
32 NTD Taste Life 61.7 Million
33 ESPN 54.5 Million
34 Upworthy 49.7 Million
35 NowThis 49.4 Million
36 ABC News 48.0 Million
37 DIY & Crafts 46.8 Million
38 World Surf League 39.8 Million
39 Vogue 39.7 Million
40 National Geographic 36.9 Million
41 WLWT 36.6 Million
42 NTD Television 35.7 Million
43 NowThis Politics 35.5 Million
44 Instagram 35.5 Million
45 CNN 31.3 Million
46 BuzzFeed Video 30.2 Million
47 FIFA World Cup 30.1 Million
48 PlayStation 29.7 Million
49 ESPN Deportes 29.5 Million
50 Red Bull 28.9 Million
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
12
Top 25 Facebook Brands
Ranked by total Facebook Actions in 2021
(post-level Reactions, Comments and Shares)
RANK BRAND ACTIONS
1
The Dodo 391.5 Million
2
Fox News 349.4 Million
3
Newsmax 168.7 Million
4
CNN 152 Million
5
ESPN FC 137.3 Million
6
People 137.3 Million
7
Crafty Panda 118.9 Million
8
WWE 118.2 Million
9
The Pet Collective 114.5 Million
10
The New York Times 95.6 Million
11
NPR 92.3 Million
12
5-Minute Crafts 89.8 Million
13
Weird History 87.3 Million
14
ABC News 87.1 Million
15
allkpop 84 Million
16
NTD Taste Life 79.8 Million
17
NBC News 78.2 Million
18
The Hill 76.9 Million
19
CBS News 72.6 Million
20
Soompi 70.4 Million
21
WLWT 65.6 Million
22
ESPN 64.3 Million
23
Bleacher Report 64.2 Million
24
NBA 59.7 Million
25
Washington Post 59.2 Million
RANK BRAND ACTIONS
1 Bleacher Report 148.8 Million
2 Soompi 81.7 Million
3 ESPN FC 80.8 Million
4 Barstool Sports 66.4 Million
5 Billboard Charts 56.1 Million
6 allkpop 53.3 Million
7 ESPN 50.2 Million
8 Billboard 49.2 Million
9 WWE 38.6 Million
10 IGN 37 Million
11 NBA 34.6 Million
12 XXL Magazine 33.3 Million
13 MLB 31.1 Million
14 The New York Times 28.5 Million
15 NFL 27.3 Million
16 The Onion 24.8 Million
17 MTV 24 Million
18 Rolling Stone 22.9 Million
19 Overtime 21.3 Million
20 Crunchyroll 20.2 Million
21 Marvel Studios 20.2 Million
22 Samsung Global 18.6 Million
23 Variety 18.3 Million
24 B/R Gridiron 18.3 Million
25 iHeartRadio 17.1 Million
Top 25 Twitter Brands
Ranked by total Twitter Actions in 2021
(post-level Retweets and Likes)
THE BIG LIST
*These rankings exclude sports team, TV shows and public figures
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
13
RANK BRAND ACTIONS
1 The Shade Room 3.5 Billion
2 NBA 1.8 Billion
3 Bleacher Report 1.5 Billion
4 House of Highlights 1.3 Billion
5 NFL 1.1 Billion
6 ESPN 1 Billion
7 Complex 920 Million
8 E! News 609 Million
9 MLB 578 Million
10 WWE 566 Million
11 National Geographic 473 Million
12 HoodClips 437 Million
13 Worldstar Hip Hop 413 Million
14 Marvel 377 Million
15 Marvel Studios 358 Million
16 The Shade Room Teens 345 Million
17 Netflix 302 Million
18 Fox News 285 Million
19 B/R Gridiron 272 Million
20 Overtime 268 Million
21 Hollywood Unlocked 250 Million
22 NHL 242 Million
23 ESPN FC 222 Million
24 National Geographic Travel 211 Million
25 Vogue 207 Million
RANK BRAND ACTIONS
1 WWE 3.5 Billion
2 SportsNation 3.2 Billion
3 Fox News 3.1 Billion
4 5-Minute Crafts 2.0 Billion
5 MSNBC 1.7 Billion
6 NBA 1.5 Billion
7 IGN 1.6 Billion
8 ViralHog 1.5 Billion
9 5-Minute Crafts Family 1.3 Billion
10 CNN 1.3 Billion
11 NBC News 1.2 Billion
12 ESPN 1 Billion
13 Netflix 982 Million
14 NBC Sports 895 Million
15 Samsung Global 880 Million
16 NFL 860 Million
17 The Dodo 841 Million
18 Fanta 705 Million
19 Crunchyroll Collection 692 Million
20 Marvel 675 Million
21 ABC News 642 Million
22 Tasty Plus 614 Million
23 A&E
525Million
24
Smile Squad
537 Million
25
House of Highlights
546 Million
*These rankings exclude sports team, TV shows and public figures
Top 25 Instagram Brands
Ranked by total Instagram Actions in 2021
(post-level Likes and Comments)
Top 25 Brands on YouTube
Ranked by Total YouTube Actions in 2021
(video-level Likes and Comments)
THE BIG LIST
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
14
RANK BRAND ACTIONS
1
GEICO 4.4 Million
2
Gatorade 2.1 Million
3
Invisalign 1.3 Million
4
Blue Buffalo 1.4 Million
5
PUMA 1 Million
6
Zenni Optical 834 Thousand
7
Frost 843 Thousand
8
Mountain Dew 759 Thousand
9
Michelob ULTRA 738 Thousand
10
Smirnoff 827 Thousand
11
Nissan 639 Thousand
12
Capital One 792 Thousand
13
Bose 596 Thousand
14
AT&T 550 Thousand
15
Budweiser 545 Thousand
16
Walmart 696 Thousand
17
Kia Motors America 590 Thousand
18
Google Cloud 511 Thousand
19
Chime 498 Thousand
20
Under Armour Basketball 518 Thousand
21
Lenovo 471 Thousand
22
BASF 646 Thousand
23
Hyundai 844 Thousand
24
Lay's 522 Thousand
25
FedEx 466 Thousand
*These rankings exclude sports team, TV shows and public figures
Top 25 Branded Content
Advertisers on Facebook
Ranked by total Facebook Actions in 2021
(post-level Reactions, Comments and Shares)
Top 25 Branded Content
Publishers on Facebook
Ranked by total Facebook Actions in 2021
(post-level Reactions, Comments and Shares)
THE BIG LIST
RANK BRAND ACTIONS
1
The Dodo 5.7 Million
2
Golden State Warriors 2.3 Million
3
NBA 1.5 Million
4
MLB 1.4 Million
5
San Antonio Spurs 1.3 Million
6
CBS 1.2 Million
7
WWE 1.2 Million
8
Green Bay Packers 1 Million
9
NFL 948 Thousand
10
Chicago Bulls 928 Thousand
11
Bleacher Report 838 Thousand
12
Buffalo Bills 837 Thousand
13
Pittsburgh Steelers 819 Thousand
14
Los Angeles Lakers 785 Thousand
15
So Yummy 777 Thousand
16
NBC Sports Boston 569 Thousand
17
FilterCopy 563 Thousand
18
Foodbeast 499 Thousand
19
Tech Insider 471 Thousand
20
Blossom 456 Thousand
21
Dallas Mavericks 438 Thousand
22
US Open Tennis Championships 371 Thousand
23
Tasty 355 Thousand
24
Boston Bruins 351 Thousand
25
Dallas Cowboys 336 Thousand
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
15
RANK BRAND ACTIONS
1
PUMA 19 Million
2
Invisalign 16.5 Million
3
American Eagle 16.1 Million
4
Chevrolet 13.8 Million
5
Lexus 11.1 Million
6
Google Cloud 8.2 Million
7
Samsung Camera 8.1 Million
8
State Farm 7.4 Million
9
GEICO 7.4 Million
10
Tissot 7.2 Million
11
Mastercard 6.7 Million
12
Beats by Dre 6.4 Million
13
Google 5.8 Million
14
Hotels.com 5.7 Million
15
Mercedes-Benz USA 5.1 Million
16
Tiffany & Co. 4.8 Million
17
Bliss 4.6 Million
18
Fabletics 4.4 Million
19
American Express 4.4 Million
20
Morphe Brushes 4 Million
21
Bad Habit Beauty 3.8 Million
22
Nike Baseball 3.7 Million
23
EA SPORTS Madden NFL 3.7 Million
24
Bose 3.6 Million
25
YouTube 3.6 Million
*These rankings exclude sports team, TV shows and public figures
Top 25 Branded Content
Advertisers on Instagram
Ranked by total Instagram Actions in 2021
(post-level Likes and Comments)
Top 25 Branded Content
Publishers on Instagram
Ranked by total Instagram Actions in 2021
(post-level Likes and Comments)
THE BIG LIST
RANK BRAND ACTIONS
1
MLB 56.7 Million
2
NFL 55.2 Million
3
NBA 30.5 Million
4
Bleacher Report 20.9 Million
5
Golden State Warriors 20.5 Million
6
Ultimate Fighting Championship 15.4 Million
7
Marvel 12.5 Million
8
Los Angeles Lakers 11.6 Million
9
Boston Celtics 10.4 Million
10
House of Highlights 8.8 Million
11
Green Bay Packers 7.3 Million
12
Chicago Bulls 4.2 Million
13
Dallas Mavericks 4.1 Million
14
The Dodo 4.0 Million
15
NHL 3.9 Million
16
Dallas Cowboys 3.4 Million
17
Milwaukee Bucks 3.2 Million
18
Philadelphia 76ers 3.0 Million
19
National Geographic 2.7 Million
20
ESPN 2.7 Million
21
Brooklyn Nets 2.6 Million
22
Buffalo Bills 2.5 Million
23
Houston Rockets 2.3 Million
24
Pittsburgh Steelers 2.3 Million
25
Charlotte Hornets 2.1 Million
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
16
THE BIG LIST
Top 10 Media Publishing Companies
Ranked by Total Cross-Platform Actions in 2021
1
2
3
4
5
6
7
8
9
10
7.3 Billion Actions
4.7 Billion Actions
794.5 Million Actions
4 Billion Actions
3.9 Billion Actions
2.4 Billion Actions
2.4 Billion Actions
1.7 Billion Actions
1.7 Billion Actions
1.2 Billion Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
17
THE BIG LIST
Top 10 Media Publishing Brands
Ranked by Total Cross-Platform Actions in 2021
1
2
3
4
5
6
7
8
9
10
3.5 Billion Actions
1.7 Billion Actions
1.3 Billion Actions
942.6 Million Actions
671.3 Million Actions
491.1 Million Actions
456.2 Million Actions
416.6 Million Actions
416.5 Million Actions
345.2 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
18
THE BIG LIST
Top 10 Fastest Growing Media Brands
Ranked by Growth in Total Cross-Platform Actions Year over Year
1
2
3
213%
Growth in Actions
4
5
6
7
8
9
10
1079%
Growth in Actions
443%
Growth in Actions
393%
Growth in Actions
274%
Growth in Actions
101%
Growth in Actions
125%
Growth in Actions
109%
Growth in Actions
108%
Growth in Actions
102%
Growth in Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
19
THE BIG LIST
Top 10 TV Networks
Ranked by Total Cross-Platform Actions in 2021
1
2
3
645.3 Million Actions
4
5
6
7
8
9
10
4.2 Billion Actions
854 Million Actions
692.8 Million Actions
599.7 Million Actions
439.1 Million Actions
418.9 Million Actions
339.4 Million Actions
329.7 Million Actions
780.1 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
20
6
7
8
9
10
THE ELLEN
DEGENERES SHOW
92.9 Million Actions
GOOD MORNING
AMERICA
59.9 Million Actions
THE DAILY SHOW
94.8 Million Actions
RIVERDALE
104 Million Actions
FRIENDS
63 Million Actions
5
1
2
3
4
HANNITY
132 Million Actions
SPORTSCENTER
1.6 Billion Actions
TODAY SHOW
107 Million Actions
ENTERTAINMENT
TONIGHT
107 Million Actions
GREY’S ANATOMY
167 Million Actions
Top 10 Linear TV Shows
Ranked by Total Cross-Platform Actions in 2021
THE BIG LIST
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
21
6
7
8
9
5
1
2
3
4
10
Top 10 Streaming TV Shows
Ranked by Total Cross-Platform Actions in 2021
THE BIG LIST
SEX EDUCATION
51.6 Million Actions
STRANGER THINGS
28.3 Million Actions
GET ORGANIZED
WITH THE HOME EDIT
26.1 Million Actions
LUCIFER
25.1 Million Actions
NANATSU NO TAIZAI
23.5 Million Actions
BRIDGERTON
20.1 Million Actions
COBRA KAI
19.5 Million Actions
SHADOW AND BONE
18.2 Million Actions
YOU
18 Million Actions
THE WITCHER
14.9 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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THE BIG LIST
Top 10 Sports Media Companies
Ranked by Total Cross-Platform Actions in 2021
1
2
3
4
5
6
7
8
9
10
4.3 Billion Actions
3.7 Billion Actions
729 Million Actions
449.2 Million Actions
423.6 Million Actions
395.7 Million Actions
378.1 Million Actions
339.4 Million Actions
306.2 Million Actions
241.1 Million Actions
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6
7
8
9
5
1
2
3
4
10
Top 10 Sports & Recreation Brands
Ranked by Total Cross-Platform Actions in 2021
THE BIG LIST
NBA
1.9 Billion Actions
NFL
1.1 Billion Actions
WWE
722.4 Million Actions
MLB
630.6 Million Actions
UFC
527.5 Million Actions
LOS ANGELES
LAKERS
363.2 Million Actions
GOLDEN STATE
WARRIORS
320 Million Actions
NHL
258.6 Million Actions
RED BULL RACING
220.7 Million Actions
PGA TOUR
162.5 Million Actions
*Only includes primary brand pages
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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REX REGUM QEON
46.8 Million Actions
6
7
8
9
5
1
2
3
4
10
Top 10 Global Esports Teams
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
G2 ESPORTS
23.7 Million Actions
NRG
19.1 Million Actions
PAIN GAMING
17.5 Million Actions
OG ESPORTS
15.3 Million Actions
LOUD GAMING
101.6 Million Actions
FAZE CLAN
108.4 Million Actions
BIGETRON
ESPORTS
79.5 Million Actions
EVOS ESPORTS
71.4 Million Actions
TEAM SECRET
27.1 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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BLACK RIFLE
COFFEE
11.5 Million Actions
6
7
8
9
5
1
2
3
4
10
Top 10 Food & Beverage Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
RED BULL
42.6 Million Actions
G FUEL
30.2 Million Actions
SLIM JIM
26.4 Million Actions
MONSTER ENERGY
21.6 Million Actions
BEN & JERRY’S
7.9 Million Actions
OREO
5.8 Million Actions
BUSCH
3.4 Million Actions
BUDWEISER
3.2 Million Actions
BUD LIGHT
2.6 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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6
7
8
9
5
1
2
3
4
10
Top 10 Beauty Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
DIOR
124 Million Actions
COLOURPOP
72 Million Actions
KYLIE COSMETICS
65.3 Million Actions
FENTY BEAUTY
45.9 Million Actions
RARE BEAUTY
41.5 Million Actions
MAC COSMETICS
36.2 Million Actions
MORPHE BRUSHES
30 Million Actions
HUDA BEAUTY
29.1 Million Actions
SEPHORA
25.7 Million Actions
CHANEL
61.7 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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6
7
8
9
5
1
2
3
4
10
Top 10 Petcare Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
CHEWY.COM
806 Thousand Actions
STELLA & CHEWY’S
727 Thousand Actions
PETSAFE
665 Thousand Actions
THE HONEST
KITCHEN
531 Thousand Actions
KONG
306 Thousand Actions
ROVER.COM
270 Thousand Actions
DIAMOND PET FOODS
254 Thousand Actions
DR. ELSEY’S PRECIOUS
CAT PRODUCTS
173 Thousand Actions
HORSE HEALTH
PRODUCTS
173 Thousand Actions
REDBARN PREMIUM
157 Thousand Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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6
7
8
9
5
1
2
3
4
10
Top 10 Retail Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
FASHION NOVA
158.3 Million Actions
CHANEL
61.7 Million Actions
VICTORIA BECKHAM
54.7 Million Actions
PLAYSTATION
52.9 Million Actions
VICTORIA’S SECRET
49.3 Million Actions
XBOX
45.7 Million Actions
GOPRO
38.3 Million Actions
H&M
35.7 Million Actions
APPLE
35.2 Million Actions
FOOT LOCKER
33 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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6
7
8
9
5
1
2
3
4
10
Top 10 Luxury Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
CHRISTIAN
SIRIANO
10.5 Million Actions
CAROLINA HERRERA
10.4 Million Actions
MICHAEL KORS
10.2 Million Actions
GIORGIO ARMANI
8.7 Million Actions
CHRISTIAN
LOUBOUTIN
6.3 Million Actions
VICTORIA
BECKHAM
54.7 Million Actions
CHANEL
61.7 Million Actions
OSCAR DE
LA RENTA
14.5 Million Actions
BALENCIAGA
13 Million Actions
TOM FORD
6.4 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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6
7
8
9
5
1
2
3
4
10
Top 10 Automotive Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
ASTON MARTIN
28.4 Million Actions
ROLLS-ROYCE
26.4 Million Actions
BENTLEY MOTORS
23.8 Million Actions
DODGE
21.7 Million Actions
JEEP
19.5 Million Actions
LAMBORGHINI
112 Million Actions
PORSCHE
85.8 Million Actions
BMW-M
73.8 Million Actions
MASERATI
28.8 Million
Actions
MERCEDES-AMG
58.8 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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Top 10 Financial Services Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
1
2
3
4
5
6
7
8
9
10
12.6 Million Actions
8.1 Million Actions
6.8 Million Actions
3.1 Million Actions
2.4 Million Actions
840 Thousand Actions
820 Thousand Actions
772 Thousand Actions
701 Thousand Actions
674 Thousand Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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Top 10 Cryptocurrency Brands
Ranked by Total Cross-Platform Actions in 2021
*Only includes primary brand pages
THE BIG LIST
1
2
3
4
5
6
7
8
9
10
24.8 Million Actions
6.9 Million Actions
2.2 Million Actions
2 Million Actions
1.5 Million Actions
1.5 Million Actions
1.4 Million Actions
1.4 Million Actions
1.3 Million Actions
1 Million Actions
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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Top 10 Facebook Posts by Brands
*Ranked by Engagement
TOP CONTENT
Nick Jr.
Post Type: Video
Total Actions: 4.7M
Views: 57.9M
The Dodo
Post Type: Status
Total Actions: 3.5M
Crafty Panda
Post Type: Video
Total Actions: 3.5
Views: 204.5M
Crafty Panda
Post Type: Video
Total Actions: 3.3M
Views: 239.4M
The Epoch Times
Post Type: Video
Total Actions: 2.6M
Views: 93.5M
ViralHog
Post Type: Video
Total Actions: 2.9M
Views: 56.2M
NTD News
Post Type: Video
Total Actions: 2.9M
Views: 27.2M
Videos continued to dominate Facebook in 2021,
mainly featuring DIY and heartwarming content.
Crafty Panda’s posts demonstrate how much
engagement DIYs and crafts gain on Facebook
while The Dodo, WINK News, ViralHog, NTD News,
and The Epoch Times’ successes fit in with the
trend of animal content driving actions and views.
Nick Jr. had the top performing post, using
nostalgia to connect with Blues Clues fans.
WINK News
Post Type: Video
Total Actions: 3.1M
Views: 88.5M
IMPACT Wrestling
Post Type: Video
Total Actions: 2.7M
Views: 409.4M
The Epoch Times
Post Type: Video
Total Actions: 2.6M
Views: 77.3M
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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Top 10 Tweets Posts by Brands
*Ranked by Engagement
TOP CONTENT
Twitter
Post type: Status
Total Actions: 3.9M
Nick Jr.
Post Type: Video
Total Actions: 2.6M
Billboard Charts
Post Type: Status
Total Actions: 1.9M
Recording
Academy/GRAMMYS
Post type: Video
Total Actions: 1.9M
Billboard Charts
Post Type: Status
Total Actions: 1.6M
Billboard Charts
Post Type: Status
Total Actions: 1.7M
Billboard Charts
Post Type: Status
Total Actions: 1.7M
Billboard Charts had a great year on Twitter,
taking 6 of the top 10 spots in 2021. Much of their
engagement was driven by fan communities that
have a strong presence on the platform,
including the BTS Army. BTS fans also showed
their support for the Grammys’ top post. Fan
communities for TV and movies were also very
active on Twitter, propelling Nick Jr.’s video of
Steve and the Spider-Man: Far From Home trailer
into the top 10. Twitter itself took the top tweet
spot, bringing a bit of humor when several other
social platforms experienced outages.
Billboard Charts
Post Type: Status
Total Actions: 1.8M
Billboard Charts
Post Type: Status
Total Actions: 1.7M
Spider-Man Movies
Post Type: Video
Total Actions: 1.5M
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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Top 10 Instagram Posts by Brands
*Ranked by Engagement
TOP CONTENT
Marvel
Post Type: Carousel
Total Actions: 7.4M
Calvin Klein
Post Type: Image
Total Actions: 6.5M
Marvel
Post Type: IGTV
Total Actions: 4.5M
Marvel
Post Type: Image
Total Actions: 4M
Venmo
Post Type: Video
Total Actions: 3.2M
Marvel
Post Type: Carousel
Total Actions: 3.5M
NASA
Post Type: Carousel
Total Actions: 3.4M
The Marvel universe took half of the top 10 spots
on Instagram this year, with Spider-Man breaking
box office records as well as topping the social
media charts. NASA also captivated Instagram
audiences with views from space, perfect for a
platform that relies heavily on visuals. A variety of
different formats performed well on Instagram,
with carousels, videos, and images all
represented here.
FRIENDS
Post Type: Image
Total Actions: 3.2M
NASA
Post Type: Carousel
Total Actions: 3.1M
Marvel
Post Type: Image
Total Actions: 3.2M
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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Top 10 Branded Posts on Facebook
*Ranked by Engagement
TOP CONTENT
The Dodo
Partner: Netflix
Total Actions: 649K
The Dodo
Partner: GEICO
Total Actions: 636K
CBS
Partner: Smirnoff
Total Actions: 532K
Tech Insider
Partner: BASF
Total Actions: 471k
The Dodo
Partner: discovery+
Total Actions: 283k
The Dodo
Partner: GEICO
Total Actions: 373k
The Dodo
Partner: GEICO
Total Actions: 320k
The Dodo had a successful year for branded
content, using their heartwarming animal video
series to partner with brands. Every one of these
top branded posts was a video, showing the
power of video to engage audiences and amplify
a partner’s brand.
The Dodo
Partner: Blue Buffalo
Total Actions: 416k
The Dodo
Partner: Netflix
Total Actions: 295k
NBA
Partner: Mountain
Dew
Total Actions: 264k
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STATE OF SOCIAL MEDIA IN THE U.S. 2021 POWERED BY SHAREABLEE
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Top 10 Branded Posts on Facebook
*Ranked by Engagement
TOP CONTENT
Selena Gomez
Partner: PUMA
Total Actions: 5.9M
Addison Rae
Partner: American Eagle
Total Actions: 3.7M
Millie Bobby Brown
Partner: Vogue
Eyewear
Total Actions: 3.5M
Millie Bobby Brown
Partner: Samsung
Total Actions: 3.3M
Madelaine Petsch
Partner: Bliss
Total Actions: 2.7M
Chris Hemsworth
Partner: BOSS
Total Actions: 3.1M
Millie Bobby Brown
Partner: Vogue
Eyewear
Total Actions: 2.9M
While publishers dominated the branded posts
for Facebook, influencers took the top spots for
Instagram. Major brands from a variety of
industries who worked with these big names saw
huge payoffs for engagement, with over 33
million actions on just these 10 posts. With a few
exceptions, most of these images are informal
and required very little production besides a cell
phone camera.
Selena Gomez
Partner: Netflix
Total Actions: 3.3M
Dua Lipa
Partner: YSL Beauty
Total Actions: 2.7M
Dua Lipa
Partner: PUMA
Total Actions: 2.6M
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38
Comscore Metrics Definitions
Actions: The sum of all reactions, likes,
comments, shares, retweets or
favorites received on content posted
by a property on Facebook, Twitter or
Instagram.
Actions Per Post: The average number
of actions received by a single piece
of content posted by a property.
Amplification: The sum of all shares
and retweets on posts and tweets
published by a property on Facebook
and Twitter.
Content: The total number of posts,
tweets and media published on
Facebook, Twitter and Instagram by a
property during a defined time
period.
Cross-Platform Actions (i.e.,
Engagement): The sum of all post-
level likes, comments, shares,
retweets, and favorites that a
property or category received on
Facebook, Twitter and Instagram in
2021.
Fans: The number of people who have
opted in to a property’s content. This
is calculated as an average of the
number of fans over the defined time
period.
Followers: The number of people who
have opted in to a property's content
on Twitter or Instagram. This is
calculated as an average of the
number of followers over the defined
time period.
Growth (%): A property or category’s
total actions from a date range
compared to the number of total
actions from a previous date range.
Impressions: The number of times a
property’s content is displayed on a
social network.
Share of Voice (Brand): The share of
average fans or followers acquired by,
total content posted by, or total
actions received by a property
relative to other properties measured
within a category.
Share of Voice (Category): The share
of average fans or followers acquired
by, total content posted by, or total
actions received by all the properties
in a category relative to other
categories being measured.
Video Engagement: The sum of all
likes, comments, shares, retweets,
and favorites received by videos
posted by a property on Facebook,
Twitter and Instagram during a
defined time period.
YoY: The comparison of a property or
category’s growth year over year.
