In the fourth installment of our benchmark report, “The Media is Social,” we explore how publishers can win on social media. Over the course of eighteen months, our team dug deep through millions of social posts published through SocialFlow, examining the overall health of media companies’ content on the social platform. This report will give you actionable insights to inform your social strategy for 2019 and beyond. We looked at performance across Facebook, Twitter, Instagram, and LinkedIn and include some surprising insights about which platform is driving more clicks than ever and if video is still outperforming other post types. Findings include:
- Facebook click rates are up. Publisher click rates have risen about 50% over the past 18 months.
- Instagram is a win/lose. Instagram posts crush those from other platforms in terms of engagement (nearly 50x). But because of Instagram’s design, the posts drive almost no click traffic.
- Holiday and weekend posts rule. Significantly fewer posts made on weekends and holidays mean less competition for user attention and more clicks for those posts that do go out.
- Nearly three-quarters of scheduled posts go out on the quarter-hour, or one minute later. This clustering behavior creates a content glut and leaves opportunity at almost every other minute of every hour.
- Video content outperforms other posts types on Facebook and Twitter. The average video post engagement is three to five times more than other post types.
- “Love” beats “Angry” on Facebook. Users are becoming more expressive on Facebook, and use of the “Love” reaction is growing faster than the “Angry” one.
Download the full report by filling out the form to the right.
SocialFlow VP of Strategy, Stephanie Fossan and Director of Client Services, Megan Smith present the findings of the report in a (less than) thirty-minute webcast. They break down each finding and even share some data not included in the report.