Social media is experiencing constant change and each time companies decide to measure user behaviours, they unveil new interesting statistics that broaden our knowledge about the role of social media in user-brand interactions.
With lots of analytics tools at our disposal, it’s easy to to track and measure all kinds of activity on social media. The insights gained through careful analysis help marketers to come up with new strategies to build thriving online communities and spread their brand message.
Have a look at those 10 surprising facts about social media you probably weren’t aware of – number 5 will simply blow your mind:
1) Post life on Facebook? 5 hours:
This is an interesting insight that you must take into account if you post on Facebook. Digital Insights discovered that 75% of engagement on a post happens during the first 5 hours of its life.
After they pass, your post – even if it’s brilliant and engaging – will most likely disappear from public consciousness. What does this mean for you? Make the most from all the activity on your post during those first 5 hours.
[Tweet “75% of engagement on a Facebook post happens in the first 5 hours of its life. #smlondon”]
2) Daily trends on Pinterest:
Today one of the most popular social media platforms is Pinterest, which was recently discovered to drive the most traffic on the web. To top that, the analytics team behind Pinterest shared a very interesting insight on their company blog – every day, there’s one post category on Pinterest that receives most attention.
Monday is a fitness day, inspirational quotes score most on Wednesdays, Thursdays are for fashion and on Saturdays, people share posts about travelling. Knowing those trends can significantly help you in planning your brand mood-board – pinning the right content on the right day will improve its chances at going viral.
3) Marketers predict more focus on written content:
Every year, Social Media Examiner conducts a thorough survey among professional marketers to bring us the latest tendencies in digital marketing. This year’s results are in line with the general tendency noted in the sector – the rise of content marketing.
In the near future, marketers will focus on providing high-quality content and, interestingly, over 58% of them claimed that written content, as opposed to visual, will play the main role on social media.
What does it mean for you? Before you post yet another image, take a minute to come up with other possible means of engaging customers with your brand – perhaps a written solution will be more effective?
4) Late evenings are great for tweeting:
TrackMaven issued an insightful report about Twitter and discovered the best time to tweet.
Apparently, tweets will receive most retweets if they’re sent between 10 p.m. and 11 p.m. ET. The report was based on an immense data – over 1.7 million tweets! – so it’s safe to assume that they know what they’re talking about.
[Tweet “Tweets are more likely to be retweeted if sent at night. #smlondon”]
This finding actually makes sense – late evening is characterized by a relatively low share volume, so tweets sent at this time won’t have too much competition, significantly improving their chances at going viral. If you’re curious which day of the week is best for tweeting, you’ll be surprised to find that it’s Sunday!
5) The 55-64 age bracket is the fastest growing segment on Twitter:
This is one of the most significant recent findings about the massive change in social media audiences happening right now. Twitter recently noticed that one of its fastest growing demographic segments is located within the 55-64 age bracket – mature consumers are now joining social media and becoming a potential audience for brands that operate in this consumer sector.
If you’re taking care of a brand for mature consumers, it’s high time you expanded your marketing strategies to cover social media networks, such as Twitter.
6) Fridays are Facebook days:
Adobe regularly publishes their Social Intelligence Report and unveils some truly amazing facts about social media. This year, Adobe analysed over 225 billion Facebook posts and come to one conclusion – the top day for engagement on Facebook is Friday.
Your posts on this day will probably receive more likes, shares and comments than on any other day. It actually makes sense from a purely pragmatic perspective – Fridays are usually days where people tend to slack off at work and turn their attention to the buzz on social media.
[Tweet “Facebook posts on Fridays get the most comments, likes and shares. #smlondon”]
This is definitely an insight to consider when planing your posting schedule – you can try leaving your best posts for Fridays and maybe you’ll see them go viral.
7) Twitter offers 6 different communication schemes:
The Pew Research Center partnered with the Social Media Research Foundation and published an inspiring analysis of communication models present on a social network we all thought was the simplest of all: Twitter.
Apparently, Twitter is more complicated that we suspected – there are as many as 6 of different communication networks that govern the brand-consumer interactions! Check their infographic below to see whether your brand’s tweeting technique falls under one of those categories:
Since each communication type represents a different kind of brand-consumer relationship, you can see whether your current activities correspond to the long-term goals of your social media marketing strategy.
8) A fast response is more important than ever:
That’s something we all knew instinctively, but this study tell us once and for all that the response time counts most on social media. A study conducted by Lithium Technologies shows that the real-time nature of Twitter has a huge impact on how brands interact with their customers.
The company found out that 53% of consumers who tweet a brand expect a response within an hour. If the tweet in question is a complaint, things get even more serious – the figure rises to a smashing 72%!
[Tweet “53% of consumers who tweet a brand expect a response within an hour. #smlondon”]
What can you do to meet the expectations of your audience? Track your response time and make sure to leave no tweets sent your way unanswered.
9) Young audiences love visuals:
If your brand targets young audiences, you should definitely focus on the visuals. A report from Digital Insights shows that almost 25% of teens consider Instagram as their favourite social network.
[Tweet “25% of teens consider Instagram to be their favourite social network. #smlondon”]
If you think about it, Instagram is in itself pretty impressive. To this date, there were more than 20 billion photos shared on the social network and during the last six months it gained more then 50 million new users. Instagram is a medium you should consider incorporating into your social media marketing strategy.
10) Visuals work great for Facebook:
Even if marketers plan to focus on written content, visuals are still a powerful means of attracting and engaging consumers. Socialbakers revealed in their study that 87% of shares on a Facebook page happen on posts that include photos.
Contrasted, with other post kinds, this figure tells us something important. Consider this: posts with links get only 4% of attention and those with text only receive a meek 2%. If you’re planning to post something right now, just make sure to use a compelling picture.
All those insights are products of powerful analytics tools for consumer behaviours measurement used by many companies to learn more about how their audiences use social media. Their value is beyond words –if we want to keep up with the changing social media scene, there’s no better way to do it than by conscious monitoring of all the developments happening in most important social networks.
Author: Isabel Wiliams of bizdb.co.uk.