Why is Post Interaction Down In Social Media?
In the past year post interaction rates have declined on social media. Although Instagram is still in the lead, they took a drastic dive in post interaction rate in the first half of the year. Their interaction rate dropped 26%. This comes after a big drop in 2015. According to a study done by Quintly, they went from 4.96 in the beginning of the year to 3.10 at the end.
Which social media platform is best for which industry? What has caused the drop in engagement on social media?
The drop in Interaction Rate was caused by two main factors:
- During the year of 2015, there was a high increase of post frequency for the average profileĀ causing timelines to be crowded. More posts don't necessarily equal more interaction.
- Formula to calculate Interaction Rate. IR = (All Interactions) / (Posts + Followers) This meansĀ that the more followers each profile hasĀ the smaller the interaction rate will be.
At the start of 2016, Facebook launched Audience Optimization. This new tool is one for publishers to keep their eye on ā especially as it grows from its infant phase. Audience Optimization was built to help publishers specifically target and engage their audience. By using the tool, page administrators are able to identify users most likely to interact with a post, and in turn, craft posts more relevant to those users. What does Facebook Audience Optimization do?
The interaction rate on Instagram has levelled out in June after updating the newsfeed algorithm. Instagram's average engagement rate was 10 times higher than Facebook's for the first six months of the year.
Facebook and Linkedin have both seen an interaction rate drop of 8%. Twitter, on the other hand, has gained a small 1% increase even though it still has the lowest interaction rate of them all.
So which industries are getting the best interaction and on which social media platform? Well, a study done by TrackMaven gives us the details. When it comes to the highest number of interactions per post, most industries do better on Instagram. They are: (all interaction numbers are per 1000 followers per post) Apparel & fashion (14,866), automotive (7,620), broadcast media (11,180), consumer electronics (30,845), entertainment (48,088), food & beverage (5,190), marketing & advertising (1,483) and retail (5,408). Coming in second with interactions per post is Facebook. Those companies that are doing well on Facebook are banking (550) and newspapers (641).
The social media world is always changing. Always remember to keep a close eye on what is happening to maximize your ads in the various platforms.
What can your small business do about dropping engagement rates on social media?
According to Russ Henneberry at DigitalMarketer and our experience with our clients at Viral Solutions success comes through social listening. Henneberry describes social listening as the monitoring of and the act of responding to customer service and reputation management issues on the social web. Social listening success is about assigning a community manager and building an internal process called a feedback loop. Great small businesses recognize that social media is just another phone on the desk and somebody needs to constantly monitor it. Each social media platform must have a community manager that listens for customer service issues and chooses to immediately respond or to route those conversations to a customer care team. Furthermore, social listening involves using tools that can listen for discussion about competitive brands, topics of interest, competitor brands, influencers in your area of expertise and other people mentioning your organization.
No longer can your small business afford to post and ghost! In order to achieve success with social influence and social selling you must engage your social media audience members that like, share and engage with your content immediately!
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