Brands are producing much more content now, but the engagement with each piece of content is less than it was two years ago, according to a recent report from Track Maven.

The report was based on 24 months of marketing activity (January 2013 through December 2014) for 8,800 B2C and B2B brands, including 7.2 billion combined interactions on 13.8 million pieces of content across seven digital marketing channels (blogs, Facebook, Twitter, Instagram, Pinterest, Google+, and LinkedIn).

The analysis found the output of content per brand increased 78%, on average, from the start of 2013 to the end of 2014, but content engagement decreased 60%, on average. In other words, brands are generating a higher volume of content per channel, but individual pieces of content are receiving fewer interactions (clicks, likes, comments, favorites, retweets, etc.) per 1,000 followers.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji