St. Patrick's Day Report: What to know for 2018 - A NewsWhip Social Publishing Insights Report

 
St. Patrick's Day Report: What to know for 2018 - A NewsWhip Social Publishing Insights Report
St. Patrick’s Day
Report: What to
know for 2018
A NewsWhip Social Publishing Insights Report

www.newswhip.com
St. Patrick's Day Report: What to know for 2018 - A NewsWhip Social Publishing Insights Report
St. Patrick’s Day
Spending

In the lead-up to St. Patrick’s Day 2018, it’s worth noting that the NRF is
predicting it will be the highest spending ever for the holiday.

Consumers are expected to spend some $5.9 billion, or nearly $40 per
person across America alone.

The majority of this will be spent on food, alcohol, decorations, fashion and
beauty, and travel.

50 percent of people surveyed said they planned to spend on food, 41% on
alcohol, 31 percent on clothes, and 26 percent on decorations.

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St. Patrick's Day Report: What to know for 2018 - A NewsWhip Social Publishing Insights Report
2017 St. Patrick’s
   Day Trends
St. Patrick's Day Report: What to know for 2018 - A NewsWhip Social Publishing Insights Report
The Top St. Patrick’s
  Day Content of 2017

  Last year, content around St. Patrick’s Day drove some 3 million social media
  engagements* over the five weeks before and after the holiday. Most of
  these came the week directly before the 17th March, with a spike of 1.8
  million or so in the three day period immediately before and after the day.

  There was a notable exception on Pinterest, however, where content is mostly
  food and recipe focused. There was a large spike a month before thanks to
  one extremely viral recipe, and then a second peak about two weeks before,
  presumably as people made plans for the event.

*Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for
February 10th- March 25th, 2017.                                              Free Trial
St. Patrick's Day Report: What to know for 2018 - A NewsWhip Social Publishing Insights Report
The Top St. Patrick’s
     Day Content of 2017

    A lot of the top content for St. Patrick’s Day 2017 was actually political in
    nature, and focused on criticism of President Trump for claiming he was
    quoting a famous Irish saying, which turned out not to be the case. There
    was also some criticism for Paul Ryan, speaker of the House.

    The rest of the top content tended to be more light-hearted in nature, from
    recipes, to Boston’s duckling statues celebrating St Patrick’s day, to the news
    that practicing Catholics living in certain Dioceses could eat meat on St.
    Patrick’s Day Friday.

                                                                                                                       Total
           Domain                                                Headline
                                                                                                                   Interactions
1 landolakes.com         Irish Cream Cupcakes                                                                       138,300
2 cnn.com                Trump's 'Irish proverb' appears to be a Nigerian poem                                       72,755
                         Ireland's PM just shamed Trump to his face with a St. Patrick's Day tribute to
3 resistancereport.com                                                                                               57,931
                         immigrants
4 dailymail.co.uk        Photographer captures portraits of more 130 redheads                                        43,821
5 usatoday.com           Where to find hot St. Patrick's Day food, drink deals                                       40,834
6 boston.com             Boston’s duckling statues are celebrating St. Patrick’s Day, too                            37,364
                         Nephew Of JFK Exposes Trump & Excites Liberals During St. Patrick's Day
7 bipartisanreport.com                                                                                               36,801
                         Announcement
8 wgntv.com              Chicago Catholics can eat meat on St. Patrick’s Day Friday, cardinal says                   32,750
9 thehill.com            Clinton: 'I'm ready to come out of the woods'                                               32,548
                         If You Live in These Dioceses, You Can Eat Meat This Friday (St. Patrick's Day!) |
10 churchpop.com                                                                                                     31,510
                         ChurchPOP
                         Trump’s questionable Irish proverb, Paul D. Ryan’s despicable pint and other St.
11 washingtonpost.com                                                                                                28,183
                         Patrick’s Day mishaps
12 tmz.com               Ezekiel Elliott Exposes Woman's Breast at St. Patty's Party (UPDATE) (VIDEOS)               28,012
13 thrillist.com         Krispy Kreme Is Turning Its Original Glazed Donuts Green for St. Patrick's Day              27,342
14 huffingtonpost.com    Irish Prime Minister Uses St. Patrick's Day To Praise Immigration In Front Of Trump         24,864
                         Irish And American Progressives Are Organizing A St. Patrick's Day Rally Against
15 huffingtonpost.com                                                                                                24,232
                         Trump In New York
16 bleacherreport.com    Ezekiel Elliott Exposes Woman's Breast on Video, Representative Comments to TMZ             23,494
17 bipartisanreport.com Trump Humiliated On LIVE TV After St. Patrick's Day Statement Goes Horribly Wrong            23,419
                         Trump celebrates St. Patrick's Day by reading an 'Irish proverb' (that is Nigerian, not
18 dailykos.com                                                                                                      22,767
                         Irish)
19 distractify.com       Ireland Is Not Happy With Paul Ryan's Pint Of Guinness On St. Patrick's Day                 19,540
20 ligonier.org          Who Was Saint Patrick and Should Christians Celebrate St. Patrick's Day?                    18,382

  *Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest
  for February 10th- March 25th, 2017.                                                                                 Free Trial
The Top St. Patrick’s Day
    Content of 2017 by Vertical

    As a lot of the content was political, we broke the report down into four
    verticals to see what the top content was around St. Patrick’s Day for them.
    These were food, alcohol, travel, and clothing.

    Food had the top article by some considerable distance, with a recipe for
    Irish cream cupcakes taking the top spot across all these categories.

    Other content included lists of the best places to eat and drink, and to
    travel.

  Category           Website                                    Top Story                            Engagements

Food         landolakes.com         Irish cream Cupcakes                                               138,300

Alcohol      usatoday.com           Where to find hot St. Patrick’s Day food, drink deals               40,384

Travel       usatoday.com           These are the best cities for St. Paddy’s Day celebrations         17,658

Clothing     andrewchristian.com    Happy St. Patrick’s Day from Arad and Topher |Andrew Christian      3,775

 *Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February 10th- March 25th, 2017.

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2017 St. Patrick’s
Day Trends: Food
The Top Brand Winners of St.
       Patrick’s Day Food Content of 2017

       A lot of the most successful food content centered around recipes, which is
       why the Instant Pot is included in this study, as many of the recipes
       specifically call for it.

       Beyond that we looked at Krispy Kreme, McDonald’s, and Avocados from
       Mexico, as they were all brands that received a good amount of success in
       our general ranking.

               Top Food Brands on the Web                            Top Food Brands on Facebook Pages

       Krispy Kreme                          33,881            Krispy Kreme                              59,922

         McDonald's            7,257                             Instant Pot                  25,136

          Instant Pot         6,054                             McDonald's                 17,837

Avocados from Mexico        2,517                      Avocados from Mexico        2,317
                        0    10000 20000 30000 40000                           0     15000 30000 45000 60000

       Krispy Kreme was the runaway success here compared to the others, with
       almost 5x the engagements on web content, and over 2x the Facebook
       native engagement of any of the other brands that we looked at.

       This was due to their St. Patrick’s Day gimmick of green donuts to celebrate
       the day, which generally got a positive reception online.

       Much of the engagement on McDonald’s content was not so positive as
       other brands saw, as they were criticized by many for what was seen as a
       tone deaf approach to the holiday.

       Instant Pot and Avocados from Mexico both performed very well
       considering the low number of articles published about them, which was
       fewer than the either Krispy Kreme or McDonald’s. These were principally
       recipes using the Instant Pot or, unsurprisingly, avocados.

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Food & St. Patrick’s Day:
     Brand Winners in 2017

 Top Web Articles

            Website                                           Headline                                        Engagements

thrillist.com             Krispy Kreme Is Turning Its Original Glazed Donuts Green for St. Patrick's Day        27,342

mom4real.com              How to Cook Corned Beef and Cabbage in the Instant Pot                                 6,054

avocadosfrommexico.co     3 Avocado-Infused Cocktails for St. Patrick's Day - Avocados From Mexico               2,517
m
dinnerthendessert.com     McDonald's Shamrock Shake (Copycat) - Dinner, then Dessert                             2,110

wgntv.com                 McDonald’s revamps the straw just in time for St. Patrick’s Day                        1,294

hungry-girl.com           Low-Calorie Shamrock Shake Cocktail Recipe                                             1,091

detroit.cbslocal.com      Krispy Kreme Goes Irish, Turns Doughnuts Green For St. Patrick's Day                    860

fox5dc.com                Krispy Kreme glazed doughnuts going green for St. Patrick's Day                         848

abc6onyourside.com        Krispy Kreme is going green for St. Patrick's Day                                       755

                          McDonald's hits bum note with 'epic fail' St Patrick's day shamrock shake advert
independent.ie                                                                                                    731
                          - Independent.ie

 Top Facebook Posts

        Facebook Page                                   Summary                                Post Type      Engagements

Tech Insider                 Krispy Kreme green doughnuts                                     Native Video      37,259

                             Krispy Kreme Is Turning Its Original Glazed Donuts Green for
Thrillist                                                                                     Link              18,566
                             St. Patrick's Day

Business Insider             Krispy Kreme green doughnuts                                     Native Video       9,572

Kitchen Fun With My 3 Sons   Corned Beef and Cabbage                                          Native Video       6,081

Real Housemoms               Corned Beef and Cabbage                                          Native Video       5,655
                             3 Avocado-Infused Cocktails for St. Patrick's Day - Avocados
Avocados from Mexico                                                                          Link               2,623
                             From Mexico
Embajada Estados Unidos en Krispy Kreme Is Turning Its Original Glazed Donuts Green for
                                                                                              Link               1,894
México                    St. Patrick's Day

FOX 5 Atlanta                Happy St. Patrick's Day                                          Native Video       1,633

                             #GREENDOUGHNUTS! Krispy Kreme is rolling out their special,
                             green 'O'riginal Glazed' doughnuts just in time for St. Patrick's
FOX 5 / Fox5NY.com                                                                             Native Video      1,500
                             Day. Get yours tomorrow!
                             http://www.fox5ny.com/news/242010741-story
                             Krispy Kreme glazed doughnuts going green for St. Patrick's
FOX 13 News - Tampa Bay                                                                       Link               1,431
                             Day

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The Top St. Patrick’s
  Day Food Content of 2017

  The graph below shows when food content around St. Patrick’s Day started
  to garner engagements more generally, beyond just the brands we had
  looked at in the previous pages.

  There was an unusually large spike in February, about a month before the
  actual date of St. Patrick’s Day, thanks exclusively to one article with a recipe
  for Irish cream cupcakes, which exploded on Pinterest to garner over
  140,000 engagements.

  Beyond that one anomaly, there was a slow build up from the start of March
  until a spike on the date itself, as you might expect, but even the spike on
  the day of the event does not top the previous spike from the month before.

*Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February 10th- March 25th, 2017.

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The Top St. Patrick’s
  Day Food Content of 2017

  As stated previously, the top piece of content was the cupcake recipe with
  nearly 140,000 engagements on Pinterest alone.

  Beyond that, the top content featured a number of recommendations for
  where to best spend the day in terms of aggregated lists of restaurants and
  bars, as well as recipes for food on the day.

            Website                                           Headline                                Engagements

landolakes.com                Irish Cream Cupcakes                                                      138,300

usatoday.com                  Where to find hot St. Patrick's Day food, drink deals                      40,834

                              Cheers! Prince William, Duchess Kate celebrate St. Patrick’s Day with
today.com                                                                                               13,966
                              Guinness

travelandleisure.com          The 50 Best Bars in the U.S. To Celebrate St. Patrick's Day               11,406

mom4real.com                  How to Cook Corned Beef and Cabbage in the Instant Pot                     6,054

freep.com                     Food truck season starts Friday at Campus Martius                          4,620

cnn.com                       Is Guinness really 'good for you'?                                         4,137

favfamilyrecipes.com          Slow Cooker Irish Beef Stew | Favorite Family Recipes                      2,930

manchestereveningnews.co.uk   A Manchester diner is giving FREE burgers to all Patricks next week        2,818

                              3 Avocado-Infused Cocktails for St. Patrick's Day - Avocados From
avocadosfrommexico.com                                                                                   2,517
                              Mexico

*Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February 10th- March 25th, 2017.

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2017 St. Patrick’s
Day Trends: Alcohol
The Top St. Patrick’s
      Day Alcohol Content of 2017

     There was a clear winner in terms of the big Irish alcohol brands, with
     Guinness well ahead of even other high profile brands such as Jameson
     whiskey. Budweiser also featured somewhat in the top content but not close
     to Guinness’ domination, which had around 20x its nearest rival for
     engagements on Facebook native content, and around 50x for web
     engagements.

                 Top Food Brands on the Web                            Top Food Brands on Facebook Pages

Guinness                                        112,954   Guinness                                        341,186

 Jameson       2,346                                       Jameson         18,965

Budweiser 459                                               Bailey's       9,448

  Bailey's 384                                            Budweiser    3,017

           0           30000   60000   90000   120000                  0       100000   200000   300000    400000

     The majority of content was not by the brands themselves but was accrued
     in earned media, especially as stories about how people celebrated St.
     Patrick’s Day with various types of drinking.

     One of the most engaged stories, as we will see in the next slide, was about
     British royals Prince William and Princess Kate celebrating the day with a
     pint of Guinness with the Irish Guards unit of the military.

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Alcohol & St. Patrick’s Day:
    Brand Winners in 2017

Top Web Articles

          Website                                                 Headline                                           Engagements

distractify.com            Ireland Is Not Happy With Paul Ryan's Pint Of Guinness On St. Patrick's Day                 19,540

abcnews.go.com             Guinness castle on market for $29.5M                                                        16,613

                           Cheers! Prince William, Duchess Kate celebrate St. Patrick’s Day with
today.com                                                                                                              13,966
                           Guinness

washingtonpost.com         St. Patrick's Day mishaps not going over well with the Irish                                 8,813

cnn.com                    Is Guinness really 'good for you'?                                                           4,137

                           Beer lovers, rejoice! Guinness is throwing a St Patrick's Day party in east
timeout.com                                                                                                             3,830
                           London

metro.co.uk                How a Pagan celebrates St Patrick's Day                                                      3,418

wholefoodsmarket.com       3 Ways to Cook with Guinness this St. Patrick's Day                                          3,153

usatoday.com               Where to celebrate St. Patrick's Day in the USA                                              2,069

                           Kate Middleton Looks Totally at Ease While Drinking Guinness and Chatting
popsugar.com                                                                                                            1,944
                           With Soldiers

Top Facebook Posts
  Facebook Page                                         Summary                                          Post Type     Engagements
                    Prince William and Princess Kate sip Guinness after a toast from the Irish Guards
ABC News                                                                                              Native Video       92,508
                    to celebrate St. Patrick's Day. http://abcn.ws/2nzGzPv
Good Morning        Prince William and Princess Kate sip Guinness after a toast from the Irish Guards
                                                                                                      Native Video       21,794
America             to celebrate St. Patrick's Day. http://abcn.ws/2mXh24L

George Takei        He really missed the pint. #FakeBrews                                               Link             21,215
USA TODAY           St. Patrick's Day is the fourth most popular drinking day of the year. Surprised?   Link             17,198
The New York        Here's Nigella Lawson's simple but deeply pleasurable chocolate Guinness cake,
                                                                                                        Link             14,830
Times               just in time for St. Patrick's Day.
                    Celebrate St. Patrick's Day with #MyMarianos! Enjoy $2 pints of Guinness at nob's
Mariano's                                                                                             Photo              11,723
                    wine bar, now - 3/17/17! ☘ï¸ðŸ»
                    She made light work of getting the St Patrick's Day celebrations started...
The LAD Bible                                                                                           Link             11,596
                    😂ðŸºðŸ€
                    Incredible live drone footage over Dublin from 'The Home Of Guinness', as the
                    city gears up for St Patrick's Day.
Lovin Dublin        Share the video to be in with a chance of winning a five-course brunch for two at    Live Video       10,738
                    the Guinness Storehouse this weekend.
                    We'll pick a winner at 6pm!
                    Want to wow your St. Patrick's Day guest? Try our readers' favorite recipe.
Irish Central                                                                                           Native Video     10,270
                    Guinness and Baileys Irish cupcake. Get the details here: http://irsh.us/2lTzxIr
                    In honor of St. Patrick's Day, read about Einstein's connection to the beer
Albert Einstein     industry. You'll look at your Guinness in a whole new light. H/T Grapevine |        Link              9,495
                    FTGV.com

  *Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February
  10th- March 25th, 2017.                                                                                                 Free Trial
The Top St. Patrick’s
  Day Alcohol Content of 2017

  The content around alcohol performed a little differently to what we saw in
  other verticals, as there was a small spike the week or so before the event as
  articles were published about which bars to go to to celebrate.

  This was then subsequently followed by a slight dip in engagements before
  a bigger spike in the days surrounding the event, with a few more articles
  about where to celebrate, but more of a focus on how people celebrated
  generally.

*Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February 10th- March 25th, 2017.

                                                                                                     Free Trial
The Top St. Patrick’s
   Day Alcohol Content of 2017

  The most engaged article by a considerable distance was one about where
  best to celebrate St. Patrick’s Day, which had 2x more engagements than
  any of the other web articles featuring St. Patrick’s Day and alcohol.

  There was also a considerable amount of repetition with the top articles for
  Guinness, as these garnered enough engagements to feature in the top ten
  overall as well as just the Guinness-specific articles.

          Website                                            Headline                                 Engagements

usatoday.com            Where to find hot St. Patrick's Day food, drink deals                            40,834

distractify.com         Ireland Is Not Happy With Paul Ryan's Pint Of Guinness On St. Patrick's Day     19,540

abcnews.go.com          Guinness castle on market for $29.5M                                            16,613

                        Cheers! Prince William, Duchess Kate celebrate St. Patrick’s Day with
today.com                                                                                               13,966
                        Guinness

travelandleisure.com    The 50 Best Bars in the U.S. To Celebrate St. Patrick's Day                     11,406

washingtonpost.com      St. Patrick's Day mishaps not going over well with the Irish                     8,813

belfastlive.co.uk       Off licences in the Holylands will be CLOSED on St Patrick's Day                  7,324

cnn.com                 Is Guinness really 'good for you'?                                               4,137

                        Beer lovers, rejoice! Guinness is throwing a St Patrick's Day party in east
timeout.com                                                                                              3,830
                        London

metro.co.uk             How a Pagan celebrates St Patrick's Day                                          3,418

*Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February 10th- March 25th, 2017.

                                                                                                          Free Trial
2017 St. Patrick’s
Day Trends: Travel
The Top St. Patrick’s
  Day Travel Content of 2017

  As we have seen with other verticals, there is a spike in engagement just
  over a week before St. Patrick’s Day, presumably as people engage with the
  content about where the best place to celebrate the day is.

  This is then followed by a small dip and then a larger spike with coverage of
  the day itself, especially the articles featuring pictures of the celebrations
  around the world.

  The vast majority of these engagements came on Facebook, with relatively
  few engagements on other platforms in comparison.

*Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February 10th- March 25th, 2017.

                                                                                                     Free Trial
The Top St. Patrick’s
   Day Travel Content of 2017

  Many of the articles feature pieces on where best to celebrate the holiday in
  terms of cities to travel to.

  The list is quite US-centric for an Irish holiday. The majority of the publishers
  featured here were American, with most of the top articles featuring cities in
  America, such as Boston, rather than Irish cities.

  Articles featuring famous landmarks turned green around the world to mark
  the holiday also featured.

         Website                                          Headline                                    Engagements

usatoday.com          These are the best cities for St. Paddy's Day celebrations                        17,658

                      Cheers! Prince William, Duchess Kate celebrate St. Patrick’s Day with
today.com                                                                                               13,966
                      Guinness

                      Celebrate St. Patrick's Day in the most Irish place in the U.S., and it's not
latimes.com                                                                                              9,417
                      necessarily Boston)

nbcchicago.com        St. Patrick's Day: When and Where to Watch Parade, River Dye                       4,392

usatoday.com          17 St. Patrick's Day celebrations for March 17 and beyond                          2,382

usatoday.com          Where to celebrate St. Patrick's Day in the USA                                    2,069

eonline.com           Kate Middleton Joins Prince William for St. Patrick's Day Event                    1,961

fashionstylemag.com   The Duchess Stuns At The St Patrick's Parade                                       1,844

independent.ie        50 Shades of Green: See the landmarks going green for St Patrick's Day!            1,621

dailymail.co.uk       Hilarious photos capture St Patrick's Day revelry around the world                 1,613

                                                                                                          Free Trial
The Top St. Patrick’s Day Travel
    Content of 2017 on Instagram

   The top content for travel on Instagram was all to do with travel to Ireland
   itself, often unlike the web content’s sometime focus on where best to
   celebrate St. Patrick’s Day in the USA.

   The top post came from Matt Expert Vagabond, who took the opportunity to
   share the last port of call for the Titanic and engage his audience by asking
   where they would travel if they could go anywhere in the world.

   Two of the top five also combined alcohol and travel, with travel inspired
   cocktails and visits to the Guinness factory in Dublin.

         Account                                                Headline                                         Engagements

                            Happy St. Patrick’s Day
                            This is Cobh, last port of call for the Titanic. Sad but fascinating history here.
Matt Expert Vagabond                                                                                                5,062
                            Tell me, where in the world would you like to travel next, and why?#Ireland
                            #stpatricksday

                            One of my biggest travel dreams is finally coming true this week since I will
                            be spending St. Patrick's Day in the @homeofguinness: Dublin, Ireland WITH
                            @guinness learning their #StorehouseStory and everything I've learned so
Kirsten Alana               far just reinforces why they have been my favorite beer for as long as I've             4,294
                            been able to drink! As per usual I'm documenting it all in Stories and even
                            though this trip is sponsored, all the opinions and the gushing about the
                            beer or the company itself -- that's entirely me and my nerdy self. #sp

                            Happy St. Patrick's Day! Makes me think of my recent golf trip to Ireland
Lee Abbamonte               playing amazing courses like Enniscrone. What are your St. Patty's Day                  1,477
                            plans?ðŸ€ðŸ‡®ðŸ‡ª

                            Another travel inspired cocktail for y'all today. 💚☘ï¸This Caramelized
                            Irish Old Fashioned is a modern twist on the classic. Bitters and sugar coat
                            the glass then the mixture is caramelized with a torch. Irish whiskey is then
Beautiful Booze Cocktails   added to make the cocktail complete! The full recipe and story about my                 749
                            inspiration is up on the blog! Try it for Saint Patrick's Day this week.
                            #beautifulbooze #stpatricksday #irish #irishwhiskey #oldfashioned #fire
                            #Argentina #buenosaires #travel #inspiration

                            Happy St.Patricks Day everyone!! Throwing it back to my trip to Dublin with
                            @claireseurope - eating macaroons surrounds by their super cute Paddy's
Kayleigh Johnson            day collection!! Those little green ears!! 😠I'd love to visit Ireland again          638
                            soon and do more exploring - any recommendations from my Irish babes?!
                            ðŸ€ðŸ‡¨ðŸ‡®#DestinationClaires #stpatricksday #ad

                                                                                                                       Free Trial
2017 St. Patrick’s Day
 Trends: Fashion &
       Beauty
The Top St. Patrick’s Day Fashion
  and Beauty Content of 2017

  Fashion and Beauty was the only one of the verticals we looked at that saw
  no noticeable pre-event spike, but rather a slow build to the day itself.

  There were noticeably fewer engagements on this vertical across web
  content than there were in other verticals, with the peak number of
  engagements only hitting around 8,500 per three day period.

  As we will see later, this was not the case across all platforms, with
  Instagram, as usual, providing a uniquely successful outlet for fashion and
  beauty content.

*Engagements totaled across Facebook, LinkedIn, Twitter, and Pinterest for February 10th- March 25th, 2017.

                                                                                                     Free Trial
The Top St. Patrick’s Day Fashion
    and Beauty Content of 2017

   There was not a great deal of engagement on web articles containing
   fashion and beauty content, with only two articles being of particular note.

   One came from fashion brand Andrew and Christian featuring two scantily
   clad models in Arad and Topher wishing us all a Happy St. Patrick’s Day, and
   advertising the brand at the same time.

   The other significant article in terms of engagements came from a local
   Boston publication and featured the Mayor wearing a Celtics shirt to
   celebrate the event.

        Website                                              Headline                        Engagements

andrewchristian.com        Happy St. Patrick's Day from Arad & Topher / Andrew Christian        3,775

talkingbaws.com            US Mayor Wears Celtic Strip to City Hall on St Patrick's Day         3,716

share.america.gov          St. Patrick’s Day traditions with American roots | ShareAmerica      2,685

slamonline.com             Stance Unveils NBA St. Patrick's Day Socks                           570

health.com                 The Best Green Workout Gear for St. Patrick's Day (and Beyond)       528

hayabusafight.com           Final Round Products - Hayabusa                                      278

youtube.com                Irish People Watch St. Patrick's Day Fights                          247

events.blog.austin360.co
                           Where to celebrate St. Patrick’s Day in Austin | Austin Scoop        169
m

fox4kc.com                 Kansas City goes green for St. Patrick’s Day                         162

youtube.com                Drunk Fails Compilation from the JukinVideo Vault                    152

                                                                                                   Free Trial
The Top St. Patrick’s Day Fashion and
    Beauty Content of 2017 on Instagram

    As Fashion and Beauty tends to be a much more successful vertical on
    Instagram than on other platforms, we focused specifically on that.

    The top post was by influencer shoe outlet Nice Kicks, with a brands and
    publishers did feature as well, including Hot Topic, Doc Martens, and
    Maybelline.

    Armani took advantage of the day to push a green eye shadow, while Vogue
    Living, and the Hollywood Reporter all also featured in the top ten as
    publishers.

       Account                                                       Headline                                                 Engagements
                      Happy St. Patrick's Day 🀠Is it time for Jordan to Remaster "Celtics" 1s?
Nice Kicks            #NiceKicks¸@OldManAlan @Jordan1Club
                                                                                                                                42,778

                      You're in luck. You can still wear black on #stpatricksday. Click the link in our bio to shop $10 St.
hottopic              Patrick's Day tees!
                                                                                                                                35,711

                      Get lucky. The 1460 boot gets a St. Patrick's Day makeover with tricolour details, shamrock print
Dr. Martens           and a bit of luck. Find out more on the blog. Link in bio.
                                                                                                                                31,753

Maybelline New York   Happy St. Patrick's Day babellines! Get lucky with #expertwear eyeshadow mono in 'forrest green'.         30,990
                      Darlings, for the boldest of beauty looks on St Patrick’s Day, all you need is my makeup MAGIC!!
                      Enjoy all that glitters this weekend with a magical golden eye or a statement lip¦ Follow the link in
Charlotte Tilbury                                                                                                               13,001
                      my bio to make your choice. #CharlotteTilbury #MakeupByCharlotteTilbury #Beauty #Makeup
                      #StPatricksDay

                      Happy St Patrick's Day! Celebrating all things green in the Mar/Apr issue of Vogue Living, on sale
vogueliving           now! Edited by @joseph_gardner Fashion photography by @lachlanbailey #VogueLiving #lovevl                  3,780
                      #trend #emerald #green #stpatricksday

                      St. Patrick's Day is tomorrow! And Beauty and The Beast!😆 Who all is going to see it?
                      I made these pot of gold nails totally inspired by @narmai for @sallybeauty! All supplies I used can
NAILS BY CAMBRIA      be found there@fingerpaintsfun polishes and top coat                                                        3,096
                      Brush and dotting tools from @sallybeauty!
                      Tutorial will be up tomorrow!

                      Sarah Paulson, @KarlaWelchstylist and Irish beauty Ruth Negga for the #THRStylists issue | Photo:
Hollywood Reporter    @Miss_Ramona #StPatricksDay
                                                                                                                                 2,076

                      WIN a €500 @cloud10beauty Voucher!
                      To Enter:
                      1) Follow @Cloud10Beauty
Cocoa Brown Tan       2) Follow @MarissaCarter                                                                                   1,946
                      3) Comment telling us which bestie you would share the voucher with.
                      Winner announced on St. Patrick's Day ☘ to celebrate the fact that our Irish brand #CocoaBrown
                      is stocked in 10,000 stores worldwide!

                      GREEN CHIC
                      Add some green playful but sophisticated glamour to your make-up look with Emeraude Eye Tint
Armani Beauty         Eyeshadow.
                                                                                                                                 1,283
                      #ArmaniBeauty #Luminessence #CCcream #StPatricksDay #MakeUp #ColorOfTheDay

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2017 St. Patrick’s Day:
Facebook & Instagram
St. Patrick’s Day
    2017 on Facebook

    The top influencers around St. Patrick’s Day were mostly wishing people a
    happy St. Patrick’s Day. Brand pages barely appeared in the ranking here,
    unlike on Instagram as we will see next.

         Facebook Page                                   Caption                           Post Type   Total Interactions

1    Shared               Happy St. Patrick's Day                                       Native Video      820,589

2    Shared               An Irish Blessing                                             Native Video      703,382

3    Snoopy               Timeline Photos                                               Photo             334,452

4    Shared: Vintage      Some Luck For You                                             Native Video      327,519

5    Harry Potter         May the luck of the Irish find you on St. Patrick's Day!      Native Video      258,466

                          Happy St. Patrick's Day Everyone! :)
6    Sun Gazing                                                                         Native Video      251,620
                          Pass it on

7    UNILAD               St Patrick's Day Isn't Irish                                  Native Video      241,251

8    Incredible Recipes   Leprechaun Bait                                               Native Video      234,953

9    Pusheen              Happy St. Patrick's Day! Can you find the four-leaf clover?   Native Video      226,818

10 NowThis Politics       Irish Prime Minister Shades Trump In Front of Him             Native Video      210,588

11 Taste of Home          Pistachio Pudding Cake                                        Native Video      195,009

                          Have a Great St. Patrick's Day Everyone! ☘ï¸â˜˜ï¸
12 Sun Gazing                                                                           Native Video      145,805
                          Pass it on

13 Star bright angels     Happy St Patrick's day xx                                     Native Video      145,175

14 NowThis                Irish Prime Minister Shades Trump In Front of Him             Native Video      133,880

15 Star bright angels     Have a wonderful St Patrick's Day everyone                    Native Video      133,258

    Viral publishers such as UNILAD and social publisher Now This did very well
    relative to others, and beyond the well-wishing, the top content shared on
    these Facebook Pages was often links to recipes.

    In terms of format, all of the top content was native video.

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St. Patrick’s Day 2017
on Instagram

As usual, we removed the celebrities and influencer from this list to leave
exclusively brands and publishers. Images dominated, taking all 15 spots here.

Interestingly, the NFL performed very well here, with it and the Dallas Cowboys,
one of its participant teams, both appearing in the top three.

                                                                                                                     Total
           Instagram                                       Caption                                   Post Type
                                                                                                                 Interactions
                         Happy St. Patrick's Day everyone! Follow @9gag
1   9GAG                                                                                             Image       372,982
                         #9gag #saintpatricksday
2   NFL                  HAPPY ST. PATRICK'S DAY                                                     Image        85,792
3   Dallas Cowboys       Happy St. Patrick's Day #CowboysNation                                      Image        75,397

4   Memes.com            St. Patrick's Day win.                                                      Image        69,108
                         Happy St. Patrick's Day 🀠Is it time for Jordan to Remaster "Celtics"
5   Nice Kicks                                                                                      Image         42,778
                         1s?
                         #NiceKicks¸@OldManAlan        @Jordan1Club
                         You're in luck. You can still wear black on #stpatricksday. Click the link
6   hottopic                                                                                        Image         35,711
                         in our bio to shop $10 St. Patrick's Day tees!
                         Tap the link in bio to see the Duchess of Cambridge's go-to St. Patrick's
7   Vanity Fair                                                                                    Image          35,178
                         Day looks from over the years.
                         Get lucky. The 1460 boot gets a St. Patrick's Day makeover with
8   Dr. Martens          tricolour details, shamrock print and a bit of luck. Find out more on the   Image        31,753
                         blog. Link in bio.
9   Boston Bruins        63+ 72 got into the St. Patrick's Day spirit pregame.                       Image        31,713

                         Happy St. Patrick's Day babellines! Get lucky with #expertwear
10 Maybelline New York                                                                               Image        30,990
                         eyeshadow mono in 'forrest green'.
                         Nothing says St. Patrick's Day like a Green Velvet Layer Cake! Get the
11 Food Network                                                                                 Image             24,624
                         recipe in our bio.
                         #DuchessKate is doing St. Patrick's Day right! (Richard Pohle/WPA
12 Us Weekly                                                                                         Image        23,213
                         Pool/Getty Images)

                         Green water sits in a fountain for St. Patrick's Day on the South side of
13 TIME                  the White House in Washington on March 16, 2017.                          Image          22,353
                         Photograph by Olivier Douliery Pool via Bloomberg.

                         What The Irish Really Do On St. Patrick's Day - Coming Soon To
                         Speedhunters.com
14 Speedhunters                                                                                      Image        21,280
                         Photo by: @pmcgphotos
                         #Speedhunters #JoyOfMachine #ComingSoon
                         Chocolate Stout Cupcakes are the perfect St. Patrick's Day sweet treat!
15 Food Network                                                                                  Image            21,092
                         Browse more festive desserts in our bio link.

In terms of brands, clothes and shoes actually did very well, with Hot Topic,
Nice Kicks, and Doc Martens the first two brands to feature. Fashion and
beauty did very well on Instagram, where it had not featured so highly on
other platforms.
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