The report was based on an analysis of the content pieces posted by 22,957 brands between January and December 2015 on blogs and five major social networks (Facebook, Twitter, Instagram, Pinterest, and LinkedIn). The sample included 75.7 billion interactions across 50 million pieces of brand-generated content.
The output of content per brand, per channel, increased 35% from its highest to lowest points last year, the analysis found. However, engagement with branded content fell, on average, 17% in 2015, to 2.19 interactions per post, per brand, per 1,000 followers.
In other words, as marketers ramped up content production through the year, they began to receive less engagement per piece of content.
Below, additional key findings from the report.
Engagement by Social Channel
Facebook had the highest average engagement ratio per post per 1,000 followers in 2015.
Average engagement per post dropped 49% on Pinterest from the beginning of 2015 to the end.
LinkedIn's average engagement ratio was the most consistent of the major networks last year, hovering between 2.0 and 2.3 interactions per post.
Post Volume by Social Channel
The average number of posts per brand per channel increased on every major social network in 2015.
Brands posted the highest volume of content on Pinterest, Twitter, and Facebook last year; LinkedIn was the lowest-volume network.
Blog Volume and Engagement
The average number of blog posts per brand per month decreased 16% in 2015 to a low of 58. Engagement with brand blogs, however, held steady, even climbing slightly from 2014 levels to a peak of 190.7 average interactions per post in July 2015.
About the research: The report was based on an analysis of the content pieces posted by 22,957 brands between January and December 2015 on blogs and five major social networks (Facebook, Twitter, Instagram, Pinterest, and LinkedIn). The sample included 75.7 billion interactions across 50 million pieces of brand-generated content.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may also like:
- Do Most B2B Marketers Gate Content?
- A Podcast Within a Podcast Within a Podcast: Inception Marketing With Lindsay Tjepkema on Marketing Smarts [Podcast]
- B2B Content Marketing Report: Benchmarks, Budgets, Trends, and COVID-19 Response
- Effective Content Types for Each Stage of the Buyer's Journey [Infographic]
- Beyond Content Marketing: 10 Steps to Real ROI With Content Operations