Every top brand posts on social media, but many now see it as a chore rather than an opportunity.
Fully 100% of Interbrand's top 50 global brands use Twitter, up from 96% in 2015; 98% publish to Facebook (up from 90%) and 88% post on Instagram (up from 84%).
But while more top brands are publishing on social networks, they're posting less often. In 2018, top brands average 6.1 Facebook posts per week — fewer than in previous years.
Coca-Cola published from its primary Facebook account just once in January, when we conducted our study; Nike only posted twice and Budweiser just three times. Kellogg's and Nescafe each only tweeted once in January. McDonald's and Samsung only posted to Instagram once last month; even Facebook itself hasn't posted to Instagram since last November.
The bottom line: Top brands are publishing to social as infrequently as possible.