Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Data » Facebook Delivered Triple The Engagement Over Twitter For Branded Content In 2015 [Report]

Facebook Delivered Triple The Engagement Over Twitter For Branded Content In 2015 [Report]

TrackMaven's "The Content Marketing Paradox" report analyzed 75 billion social interactions around 50 million pieces of content marketing.

Amy Gesenhues on February 11, 2016 at 7:16 am

Marketing Tips, Tactics for Top Social Media Networks

Looking at content marketing trends from last year, digital marketing solutions provider TrackMaven found that brands experienced three times the engagement levels for content shared on Facebook compared to content posted on Twitter.

In its “The Content Marketing Paradox” report, TrackMaven analyzed 75 billion interactions on more than 50 million pieces of paid and organic content posted by brands across Facebook, Twitter, Instagram, Pinterest and LinkedIn.

“As more brands put up money to pay-to-play on Facebook, overall engagement per brand could hover at healthy levels on the network,” says TrackMaven.

While content posted on Twitter failed to perform as well as that posted on Facebook, Pinterest saw the greatest drop in engagement rates of all the social networks included in TrackMaven’s report, falling 49 percent over the course of the year.

LinkedIn’s engagement rate proved to be the most consistent throughout 2015.

Content Engagement Rates on Social Media Networks in 2015

TrackMaven interactions per postTrackMaven’s findings revealed Instagram had the highest average engagement rate for branded content of all the social networks. On average, Instagram saw eight times the engagement rate for content, but those numbers are dropping as the site — and its ad options — grow.

“The average engagement ratio with Instagram videos and pictures dropped 31 percent and 36 percent, respectively, across 2015,” says TrackMaven.

Instagram Engagement Rates Compared to Other Social Networks
TrackMaven instagram interactionsRegardless of content engagement rates, brands continued to increase their social media content output throughout the year, with Pinterest, Twitter and Facebook seeing the highest uptick in content volume of all the social networks.

According to TrackMaven, Twitter saw the greatest increase in content output on a monthly basis per brand, growing 60 percent over the course of 2015. Facebook experienced a 31-percent increase.

Branded Content Volume per Social Channel in 2015
TrackMaven social post volume

You can read more about TrackMaven’s content marketing findings from its “The Content Marketing Paradox” report at: Content Marketing Output Surged 35% In 2015, While Engagement Dropped 17% [Report].


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

DataPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.