Last week's top climate posts: May 2-8
“May the Forest Be With You”, Biden’s 30x30 plan, and more
For starters, here are the top 3️⃣ performing posts across Facebook in the United States last week mentioning “Climate change” or “Global Warming”:
Among Climate and polluter groups, here are the top 10 posts on Facebook last week and the # of interactions each post received:
Here are the top 10 posts from climate and polluter groups on Instagram last week and the # of interactions each post got:
This past week, climate groups like Greenpeace USA, NRDC, and Climate Reality took a victory lap on Facebook after the Biden Administration released a plan - albeit a vague one - to get America to their goal of conserving 30 percent of our land and waters by 2030.
Remarkably, Zion Oil and Gas was able to penetrate the top 10 most-engaged posts on Facebook last week among climate groups and polluters, in large part due to the fact that they put between $400 - $500 behind it to reach anywhere from 100k - 500k people according to Facebook’s Ad Library. They used a post about a new oil rig somewhere in the Israeli desert, the success of which tracks with other successful social media posts by polluters.
For example, one of the top posts by interaction rate - interactions divided by followers - from the past week came from Enbridge, using renovating their Line 3 to argue that replacing it with new pipework “has no impact on GHG emissions”. 🤔
It should be kept in mind that overall, these climate-related posts on Facebook are getting very few interactions compared to other political posts. The top performing climate post last week received 4,447 interactions, while the top performing Facebook political post overall, from Ted Cruz, received over 570,000 interactions.
On Instagram, Greenpeace dominated - 13 of the top 15 most engaged posts on the platform from climate groups came from them. Their most successful post wracked up over 127k likes with a gripping image of a dead pig in a trash bin, while others used a Star Wars Day pun, and local climate victories and innovations all over the world.