Spoiler alert! Facebook isn’t the most engaging social media platform. This social media platform may not be the best for your social marketing strategies, despite its maturity and the sheer number of users.
It’s easy to guess which platform is the most effective for engaging users. Instagram was founded in 2010 as a photo-sharing platform. It has grown to be one of the most popular social media networks, with over 500 million monthly users.
A new report shows that Instagram is not just growing. This may be the most powerful social network channel for businesses online.
Other surprises include Twitter’s declining importance and LinkedIn’s strength within specific industries.
Are you focusing on the proper social channels for your brand’s message? It is even more critical that marketers work smarter and use agile methods to make their marketing efforts more efficient. Are we wasting time on other people?
New Digital Marketing Analysis Report: How Social Media Sites Contribute to the Total – How Social Media Sites Add up
TrackMaven’s annual analysis of the digital marketing industry – which included a thorough look at over 700 businesses in 13 industries – found that Instagram is not only the most engaging. This social media platform is the most engaged in social media engagement across all sectors except real estate.
The least engaging? Our old friend Twitter is the most interesting of all social networks, including Facebook, Twitter, and Instagram. The report also found that Twitter is less engaging than its brighter and more engaging counterparts on social networks.
With one exception. Construction equipment received an average of 21.26 interactions per 1000 followers. Marketers get the same engagement from all channels regarding dump trucks, cranes, and plow trucks.
Even more shocking is that Facebook doesn’t get enough engagement to justify its popularity with marketers. Still today,
55% of marketers believe Facebook is the most critical platform they use for marketing. LinkedIn, preferred by 18% of marketers, comes second at 18%.
67% of marketers intend to increase their Facebook activity in 2017.
Are our social media strategies in the right place? Do we need to improve our photography skills for our brand’s Instagram accounts?
It is essential to have an industry.
It is essential to know what industry your marketing efforts are in before you sign up for an evening class in photography. Facebook still has a lot of value for engagement in the healthcare sector and accommodation and food services.
This is logical. Facebook is great for hotels and restaurants that post regular updates, specials, and news about their locations that locals might be interested in. Facebook allows customers to ‘check in,’ often in return for discounts.
It’s like asking people to wear your brand t-shirts. Because they receive something, they become a walking advertisement for your company.
Facebook appeals to all age groups, even older adults. It is ideal for health awareness campaigns and posting announcements about services and health classes. This industry is also community-driven, like the local pizzeria or coffee shop. Which ties in with Facebook’s appeal to local businesses.
Anne Arundel’s Medical Center is an excellent example of an engaging Facebook presence. They launched their contest in 2015 to raise awareness about men’s health. Users were asked to submit their best mustache photos. It also tackles local issues such as addiction recovery and infant healthcare. This kind of marketing works well on Facebook but would be less effective on Instagram.