wersm-brand-posts-on-facebook-increased-36-in-2015

Brand Posts On Facebook Increased 36% In 2015

by • May 30, 2016 • Experts TalkComments Off on Brand Posts On Facebook Increased 36% In 20154251

The word on the street is that Facebook is “dying”. Of course, that’s far from the truth. Of course, the continued decrease of organic reach has contributed greatly to the perception that the platform has become “pay-to-play”, but despite this, Facebook is growing and brand posts on the network are increasing.

Following its social media study for Q2, social media analytics company, Quintly, analysed over 180,000 profiles on the three top social networksFacebook, Instagram, and Twitter – and created its 2015 social benchmark study. The study found that, despite rumours about Facebook’s waining ability to draw brands, daily post frequency grew the most there. Daily posts increased by 36% in 2015 on Facebook, versus 14% on Instagram. Brand posts on Twitter on the other hand decreased by 2% in 2015. I wouldn’t be surprised to see Instagram’s daily post frequency grow a lot more in 2016.

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Another key finding of the social benchmark study was that Instagram reached a follower growth peak in February 2015 and then fluctuated downward for the rest of the year. Facebook and Twitter remained stable throughout the year but Instagram grew the most among the three. This is logical, since Instagram hasn’t reached maturity in terms of user numbers just yet. Instagram is not as saturated as the other two networks. So, as it continues to grow and its ad offerings become more sophisticated, companies will continue to increase their presence on it and invest money in it.

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The third key finding of Quintly’s social benchmark study was that Instagram has the highest interaction rate among the three. On all three social networks, small profiles of up to 1k fans had the highest engagement rate. In all page sizes above that – 1k to 10m+ – Instagram had the highest engagement rate of the three. Also, the smallest pages gained followers faster on Instagram. On Facebook and Twitter, as page sizes increased fan change rate decreased. Not so much on Instagram.

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In the post announcing the results of the social media benchmark study, Quintly further explained that

This result qualifies the notion that big social media numbers do not mean big activity. Followers of the smaller profile are more focused and interactive. As the visuals receive the highest engagement, Instagram has been seen to get mature through the declining tendency.

Finally, a “higher number of fans does not seem to equal higher interaction on Instagram”. Instagram profiles with more people following them have seen their interaction rates decrease. Thus, follower count does not necessarily drive engagement, yet follower increase does.

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