On 8 March, social media posts referencing International Women’s Day (IWD) garnered 29.7 billion potential impressions and possible views.
As the globally celebrated day took place, social media analytics company Sprout Social analysed millions of posts about the event on social media.
The research was conducted using various search query terms – such as ‘IWD’ and ‘#EmbraceEquity’ – pulled from Twitter and Reddit.
While 18,000 people posted about the event in the lead up to IWD, on the day a total of 2.5 million posts went live, with a subsequent 1.3 million ‘unique authors’.
Total engagements – the number of comments, shares and likes – reached 9 million online.
The US and the UK were also the top countries leading the online conversation – according to the volume of tweets – with India joining the western pair.
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The day itself honoured women’s social, economic, cultural, and political achievements and also marked a call to action for accelerating women’s equality.
Within the marketing industry, women have been trailblazing the way for innovative and impactful work over the past year. The IPA’s recently published 2022 Agency Census found that the number of female employees in agencies increased by 24.1% in 2022, while the number of men increased by 13.2%. This means women now account for 54.8% of all employees. However, women only held a 37.5% share of C-suite roles.
Many brands and agencies released IWD campaigns, but Marketing Beat also made it its mission to shine a light on some of the most influential women in the industry.
