As brands are focusing more and more on social media, consumers are backing away. They are posting less frequently. Engaging with fewer posts. And generally seem to be just the tiniest bit disillusioned with the whole idea of social media.
Between 2014 and 2015, consumers posted 21% fewer updates on Facebook. That number has declined an additional 15% this year.
Currently over 60% of people on Facebook share no personal content in a given week. None.
During 2015, the percentage of followers who engaged with branded content on any social channel dropped 17%. On Instagram—the social net that has the highest level of consumer interaction—engagement with brand posts dropped from 4.2% last year to 2.3% this year.
The number of consumers who engage with social content, and then come back for more, is disappointingly low. On Facebook, the average return rate is 19%, with retail at 15% and consumer goods at 12%. Twitter’s numbers are similar, but all slightly lower.
Meanwhile, brands increased their social media content by 35% between 2014 and 2015.
What are the implications for your business?
- Are you monitoring consumer engagement with your social content?
- What can you do to make your content more compelling?
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.
Sources: Forrester 2016, The Information 2016, Mobile Marketer 2016, Shareablee 2016, TechCrunch 2016, Track Maven 2016