Social media marketers, how are you feeling? Read: Death of Facebook Organic Reach = New Opportunities for Influencer Marketing #2 – More Posting Doesn’t Equal More Engagement The highest post frequency on Facebook is in the Media vertical, with an average of over 10 posts per day. That’s right at the industry average, and seems to be the threshold on most platforms for how much an audience wants to see branded content. The engagement rates for Instagram are above the 1% mark, with some verticals seeing over 3%: While Twitter has an average engagement of .046%. In the end, their Twitter engagement was far higher than engagement on any other platform. The user doesn’t control what they see, and neither do brands. The reported engagement rate on LinkedIn is .054%, lower than Facebook but higher than Twitter. These benchmarks can provide a starting point for the next iteration of your strategy. To make sure your train keeps rolling, focus on just a few high-quality posts per day, boosted with paid ads on your most valuable channels. Need help mastering social media marketing?
Social media marketers, how are you feeling? Take a minute to breathe if you need to. The last few months have been a wild ride. Fatigue, vertigo, and even a little nausea are perfectly understandable.
As I said before, social media isn’t dying, but it is changing. Marketers are used to quick changes, naturally, but it’s important to be sure we’re making the right changes. We should approach evolving our social media with the same data-driven, strategic rigor that applies to everything else we do.
The good folks at Rival IQ recently published their 2018 Social Media Benchmarking Report. The data points to some clear directions for the next evolution of social media marketing.
Here are some of the key data points – and, more importantly, what you should do about them.
#1 – Influencers Have the Highest Engagement Rate on Facebook
The report breaks down engagement by platform and by vertical, which invites some intriguing comparisons. If you’re in the food & beverage industry, congratulations! You’re likely seeing some of the highest engagement.
If you’re not, however, there’s no need to roll out a new Cloud-Based SaaS brand of soft drink. Influencers are also hitting the top engagement rate (a whopping .24%, but more on that later).
What to Do:
TopRank Marketing has been talking about influencer marketing since before it was cool. These stats underline the importance of co-creating content with influencers who are relevant to your audience. It’s incredibly tough for brands to make a connection with organic social. Influencers can provide the person-to-person relationship that most people want out of social media interaction.
Read: Death of Facebook Organic Reach = New Opportunities for Influencer Marketing
#2 – More Posting Doesn’t Equal More Engagement
The highest post frequency on Facebook is in the Media vertical, with an average of over 10 posts per day. That’s an artifact of an old way of thinking about social media: Flood your page with posts and hope one or two stick. That strategy doesn’t seem to work anymore. Media has the lowest engagement rate, at .08%. Especially with Facebook, upping your posting frequency is counterproductive. The algorithm will show your posts in fewer feeds, fewer people will interact with them as a result, and you start a vicious cycle that ends up slashing your organic reach.
What to Do:
Stick to one or two posts per day, and really make them count. That’s right at the industry average, and seems to be the threshold on most platforms for how much an audience wants to see branded content. If you have ten potential posts, get ruthless: Pick the two that are most interesting, most relevant, most valuable to…
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