How engaging is a brand's social media content? investigating engagement and scheduling on Facebook, Twitter, Instagram and YouTube
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(Published version)
Date
2016
Authors
Vaughan, K.
Ward, P.
Beal, V.
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Australasian Marketing Journal, 2016, pp.206-
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ANZMAC 2015 (30 Nov 2015 - 2 Dec 2015 : Sydney, Australia)
Abstract
Previous research that finds less than 0.5% of Facebook fans engage with a brand’s posts (Nelson-Field and Taylor 2012), and 0.5% are active fans (Keller 2011), provides important benchmarks for marketers. However, the current social media landscape expands well beyond Facebook. To aid marketers understanding of engagement across platforms and content type, we replicate these studies for Facebook and extend to Twitter, Instagram, and YouTube, using a data set of 154,545 posts, from 228 international brands in 12 categories from 2014. Our findings replicate previous research, with low levels of engagement exhibited across all platforms and content types. YouTube had the highest level of engagement at 0.9%, on average, which is 10 times greater than Twitter and Instagram. Marketers should expect little engagement with their brand’s content across these four platforms, indicating that the main value of social is in the reach the content may achieve rather than the ‘engagement’.
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Copyright 2015 The Authors