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Does Posting More Content Lead to More Engagement?

by Ayaz Nanji  |  
January 26, 2015

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.

Nearly a quarter (23%) of brand-generated blog posts receive zero interactions, according to the analysis. Moreover, nearly half of all brand blog posts (43%) receive 10 or fewer interactions.

On Twitter, Pinterest, Google+, and LinkedIn, more than half of all posts receive fewer than 10 interactions (73%, 60%, 65%, and 68%, respectively).

Twitter has the lowest average engagement of the social networks examined, with 73% of tweets receiving 10 or fewer interactions.

Instagram has the highest average engagement; just 10% of Instagram photos and 6% of Instagram videos receive 10 or fewer interactions. Instagram also has the highest percentage of viral content, with 49% of Instagram photos and 60% of Instagram videos receiving more than 250 interactions.

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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

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  • by Nicole Delorme Mon Jan 26, 2015 via web

    This is really interesting. As a company, we try to post 2 times a day (staggered posts of course!) relating to our blog posts, landing pages, and other informative pieces. The most activity is through our Instagram and Facebook page I would say. We can bombard our potential clients with the best marketing campaigns via social media, but obviously they may become immune to these posts if they see them too often. I guess less is more in this case!

  • by Cropis Tue Jan 27, 2015 via web

    This is a good point. Marketers are trying to post more and more and are letting content quality to a second plane.

  • by Ago Tue Jan 27, 2015 via web

    Very interesting report. As I far as I know, one of the first that (partly) confirm the intersection between rising content availability and decreasing engagement of customers. I do not if these findings give support to what Mark Schafer's defined as Content Shock but there are similarities, at least in the basic assumptions (i.e content impact is diminishing over time).
    BTW, I have some doubt on the last table (Distribution of interactions with Branded Marketing Content by Channels). These data are difficult to compare, mostly depending on the number of followers/fans/etc..
    It should be better to report the average interactions per post per 1k followers
    (edit: I see now that this data are present in the original report).

  • by Dave Wed Jan 28, 2015 via iphone

    Content has gotten more about Me Me Me. If you want great engagement, create great content. Otherwise it is just an ad

  • by Wed Jan 28, 2015 via web

    This is very interesting. I personally came to the same deduction analyzing the data on my Instagram and Facebook account. Indeed, Instagram users are more engaged than Facebook users. Thank you for providing data confirming my observation.

  • by Edidiong Uwemakpan Thu Jan 29, 2015 via web

    This just confirmed my observation.

    Engagement on posts have drastically reduced. Sometimes I'm tempted to think it's the marketing tactic of these social media platforms to reduce our reach so we can pay to reach our audience.

    On another hand, I was imagining yesterday, of a world without facebook and brands. Why? because Besides simplifying the customer service process.... reaching consumers is not so cost effective anymore.

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