Welcome to Ad Age's new weekly post identifying brands' single top post in each of five key social-media platforms: Facebook, Instagram, YouTube, Twitter and Tumblr. We're using data provided by ListenFirst Media, which closely tracks engagement using measures such as likes, shares, comments, views and thumbs-ups.
In the week that ended Tuesday, for example, Netflix's trailer promoting a new season of "The Unbreakable Kimmy Schmidt" got more YouTube engagement than any other marketers' videos, by ListenFirst's measure of its views, comments and thumbs-ups.
On Facebook, Instagram and Twitter, however, the NBA was tops with posts on subjects such as Kobe Bryant's last game against the San Antonio Spurs, ListenFirst Media found.
See the full chart here -- and click through to see the original posts.
Methodology: Marketer MVPs surfaces the individual brand posts, both paid and organic, that generated the most engagement on Facebook (defined as likes, shares and comments), Twitter (retweets and likes), Instagram (likes and comments), Tumblr (original notes) and YouTube (official views, comments and thumbs-ups). Brands tracked are the 200 most-advertised brands by U.S. measured-media spending in 2014, per Ad Age DataCenter.