The good folks over at Buffer have recently concluded one of the largest social media marketing studies to date, utilising data from over 100,000 brands to see how they use the various channels available to them.
For the study, Buffer analysed more than 14 million tweets and 2 million Facebook posts, as well as data from Pinterest, Google Plus and LinkedIn. The aim of the exercise was to “figure out how brands have been sharing to social media over the past 12 months.”
Buffer found that Facebook and Twitter are still the two most dominant players in the social media space – no surprise there really considering they have the largest active user bases. In fact, Twitter accounts for almost 80% (79.76%) of brands’ online posts.
The reason for Twitter getting the lion’s share when it comes to updates is that it is especially conducive to posting multiple times each day. This is evident from the fact that brands posted, on average, 18 times per week on Twitter, while Facebook was found to be notably less (about once per day).
In terms of which updates generate the most engagement (comments, clicks, likes and shares), video is still winning the day on Facebook, with video posts getting three times more engagement than any other type of post.
[Recommended reading: The Power of Facebook Videos for Marketing]
However, despite this being the case, less than one per cent of posts from brands on Facebook contain video.
Interestingly, posting a link on Facebook was found to attract more engagement than a photo. This is presumably because a link invariably generates a preview with an image and description, making it eye-catching in people’s news feeds.
It’s perhaps not surprising then that links account for a huge proportion of updates posted across the various social networks: 71.09% on Twitter, 80.34% on Facebook, 82.50% on LinkedIn, 50% on Pinterest, and 71.51% on Google Plus.
One final key point very worthy of note is that many LinkedIn users were found to only frequent that particular platform i.e. they don’t have Twitter or Facebook accounts. With this in mind it’s definitely worth considering separate marketing campaigns which are tailored for LinkedIn.
Check out the full post over on the Buffer blog for even more insights.