During 2015, social media grew at an extraordinary rate, and as a space that traditionally belonged to brands and marketers, social is now the place to be for any type of organisation and/or person trying to reach their audience. This has also lead to an increase in the “noise” that everyone has to cut through to be heard, but there are some that have really stood out.
Also Read: Snapchat Publishers Can Now Share Their Content On Facebook And Twitter
According to a study from Shareablee, engagement during 2015 increased 35% and video drove most of it. So much so, that there were 73% more video posts during the year and they drove a massive amount of engagement on Facebook, Twitter, Instagram and YouTube. The study looked at the top brands on these platforms from data collected between January 1 and December 31. According to the data, U.S brands drove most social actions during 2015 – some 80 billion in fact!
If you like our stories, there is an easy way to stay updated:
Follow @wersm
National Geographic, topped the list with 1.6 billion social actions and was followed by the NBA (819.1 million actions), NFL (528.9 million actions), WWE (385.9 million actions) and Victoria’s Secret (330.7 million). Brands with the top video engagement were unsurprisingly video publishers; Buzzfeed Video – with an impressive 80% engagement rate, the NBA with a 36% engagement rate, and WWE with 23%!
National Geographic might have dominated social actions in general, but had a very low video engagement rate at 2%. Go Pro, a video-dominated brand only had 16% video engagement – that to me was the biggest surprise.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
Overall, Shareablee’s scorecard showed that content publishers dominated engagement vs brands and that whereas video grew a lot during the year, it still isn’t the main consideration in terms of engagement. Have a look at the scorecard below for all the details.
You might also like
More from Experts Talk
The Reality of Careers in Social Media: Insights from Hootsuite’s Latest Report
What’s it really like to work in social media? Hootsuite’s CMO, Elina Vilk, delves deep into the current landscape of …
Do Google SEO Tactics Work on Social Media?
Do the SEO tactics we use on Google also work on social media? In this article, Hootsuite's Inbound Marketing Strategist, Liz …
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
Does Boosting Instagram Posts Increase Profile Reach And Engagement?
Does boosting your Instagram posts lead to increased profile reach and engagement? This month, Amanda Wood, Senior Social Marketing Manager …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
How Do Link Stickers In Instagram Stories Affect Engagement?
How Do Link Stickers In Instagram Stories Affect Engagement? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek …
