There is a commonly-held perception that Mother’s Day gets more attention than Father’s Day. We thought it would be fun to put that perception to a test so we measured the user engagement of Mother’s Day- and Father’s Day-related messages posted on Facebook, Instagram and Twitter by over 300 brands. Here are some highlights from the results…

Moms get more love, but Dads get some attention, too

We were expecting moms to get a lot more attention than dads. While moms did get more messages and engagement than dads, the results were a little closer than we expected. 674 Mother’s Day messages were posted by brands, as compared to 597 Father’s Day messages. The combined social engagement for all of the Mother’s Day messages (total of likes, shares and comments) amounted to 6,053,921, while the total engagement for the Father’s Day messages added up to 5,209,735.
In terms of the performance by brands, National Geographic (NatGeo) easily took the top spot for both Mother’s Day ads and Father’s Day ads with total engagement scores of 3,368,379 and 3,138,459 respectively. NatGeo’s Instagram account is a social engagement juggernaut. The account has over 78 million followers and every photo posted gets hundreds of thousands — if not over a million — likes, no matter the occasion. So, while NatGeo posted photos that were relevant for Mother’s Day and Father’s Day, the performance of those posts were not particularly unusual.
On Mother’s Day, NatGeo posted five photos and they received, on average, an engagement score of 673,675.8! Here was the top performing post with over 740 thousand likes:

NatGeo published six posts on Father’s Day and they each collected, on average, an engagement score of 523,076.5. Here is the top performer and it received almost 1.3 million likes:

The NFL and Disney were the other top performing brands. The NFL came in a distant second to NatGeo on Mother’s Day with a total social engagement score of 688,610, while Disney came in third with a score of 609,863. On Father’s Day, the two brands switched positions, with Disney securing the second slot with a score of 536,843 and the NFL coming in third with a score of 372,168.

Interestingly, the NFL was much more aggressive with Mother’s Day messages than Father’s Day messages on Twitter. They did 102 retweets of players wishing their mom a “Happy Mother’s Day,” while they only did 18 such retweets for Father’s Day. Here’s their highest performing retweet for Mother’s Day…

For Father’s Day, Gillette was active on Twitter with 29 tweets, but those messages only accounted for a total engagement score of 1929.

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