Are Brands Getting Smarter About Social?
New data indicates, "yes"
Social engagement for the average U.S. brand increased 5% in 2019, fueled by double-digit growth on Instagram and Twitter, and once again, brand-sponsored video content continued to lead in both volume of posts and total user actions.
Those are some of the top-line findings in a new report from audience intelligence platform Shareablee, which measures social activity across Facebook, Instagram, Twitter and YouTube. Among the biggest headlines:
- Total actions (likes, shares, comments) on Facebook, Instagram and Twitter increased 5 percent year-over-year, from 71.8 billion to 75.2 billion, with Instagram increasing its share of total engagement from 67 percent to 70 percent and Facebook declining from 27 percent to 24 percent.
- Video engagement across those three platforms grew 8 percent, from 23.9 billion actions in 2018 to 25.9 billion in 2019. Once again, Instagram led the way, growing its share of total video engagement from 62 percent to 73 percent, largely at the expense of Facebook.
- User sharing of content via reposts and retweets on Facebook and Twitter declined 18 percent, from 6.2 billion to 5.1 billion.
- In most industry segments tracked by Shareablee, brands posted less content but got more actions and actions per post in 2019.
Please select this link to read the complete article from Forbes.