NEWS23 June 2015

US consumers engaging more with social brand content

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.

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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%.

More information can be found here.