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Need Engagement? Switch to Instagram

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Instagram Leads Engagement on Social

Oh you heard it right, not Facebook, not Twitter. It’s Instagram!  Forrester studied 3 million user interactions and 2500 brand posts and found that users do not engage with branded content that often. Well, no surprise there, but what made eyes roll was the finding that visual web leader Instagram is driving the maximum engagement on social media. Instagram posts to have high CTR of 8% as against 2.3% of other ad creatives.

Six out of seven social networks studied by Forrester, received an engagement of less than 0.1%. With a base of 1 million fans that brands had collected on Facebook, every post received only about 700 likes, shares and comments. Similarly on Twitter, the reception was 300 interactions per 1 million followers.  But, the engagement on Instagram was found to be roughly 60 times higher than Facebook and 120 times higher than Twitter with a per follower rate of 4.21%.

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Citing an example of what this higher engagement activity actually looks like, Elliot referred to a video posted by Red Bull last month, showing a unique snowboarding half pipe, on both Facebook and Twitter. “A few days later, we noted that the brand’s 43 million Facebook fans had liked the video just 2,600 times (a 0.006% likes-per-fan rate), while its 1.2 million Instagram followers had liked the video more than 36,000 times (a 3% likes-per-follower rate)”, Elliot said explaining the stark difference in engagement activity between the Social Media Networks.

Facebook has been cutting a sorry figure as the organic reach of brands’ content plummeted to below 2%. Marketers have been quite vocal about the growing disappointment towards Facebook. Principal Analyst Nate Elloit, in his blogpost on Forrester says, “For every 1 million Facebook fans those brands had collected, each of their posts received only about 700 likes, comments, and shares. On Twitter, the ratio was about 300 interactions per 1 million followers.”

But Facebook is still a very relevant source of traffic, if used correctly. Understanding that Facebook is a peer-to-peer communication channel, and hence using C2C strategies to convert shoppers into social brand ambassadors is key to success on Facebook.

Companies have been devoting huge budgets towards Facebook but the returns in terms of engagement has fallen down substantially. In order to achieve high traction coupled with a steady stream of social interaction, marketers should focus on Instagram. With the right pictures and apt keywords, this is sure to work!


Tagged: forrester, Instagram, instagram leads engagement on social media, Social commerce


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