NEWS23 June 2015

US consumers engaging more with social brand content

News North America

US — US consumers’ engagement with brand content via social media — defined as liking, sharing, favouriting or commenting — has risen 52% over the last year, according to new analysis.


Social analytics firm Shareablee analysed data on content and engagement from 100,000 brands over the first quarter of this year and found that people were engaging with brand content 52% more than during the same period in 2014.

Average posts per brand on Twitter had risen by 16% and actions per brand had risen by 32%. On Facebook, posts per brand were up 16% and actions per brand were up 27%. Instagram saw a more dramatic shift, with posts per brand seeing a rise of 21% and actions per brand a rise of 108%.

It was claimed by Shareablee founder and CEO Tania Yuki that video posts were behind much of this growth: engagement with brand videos had apparently grown three times faster than overall engagement levels, to 186%.

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