User Engagement is a Key Consideration When Choosing Social Media Marketing Channels
Our survey respondents are highly engaged on social media, with more than 75% having an account on at least one platform. While having an account on social media is one thing, engagement is what really drives marketing efforts and in this category the platforms varied widely. Facebook users were the most likely to check their account daily, with 73% of respondents stating that they logged into the site at least once per day. Instagram had the next-highest level of engagement with just over half 52% of participants stating that they check their account daily. Twitter 25%, Pinterest 22%, and LinkedIn 11% lagged far behind in terms of daily user engagement, suggesting that they are not the most cost-effective channels to use for marketing efforts.
When it comes to social media advertising, Facebook has a reputation for reigning supreme and our survey results backed it up. 60% of respondents have clicked on an advertisement on Facebook, while only 40% have done so on Pinterest, 34% on Instagram, 26% on Twitter, and 20% on LinkedIn. Facebook users are also much more likely to make a purchase after clicking on an ad: In 2013, Facebook’s overall conversion rate was 1.83% while Instagram–their next closest competitor–had a conversion rate of only 1.08%. With over a billion active monthly users, it’s no wonder why Facebook is considered the king of social media marketing.
By using different social media platforms, we can get a better understanding of what the community is interested in. Using these different interactions, it allows us to broaden the boundaries for market research.
About Observation Baltimore:
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