It’s important to pay close attention to the tactics employed by industry leaders; they provide general insights for your strategy. Within social media marketing, the industry leaders to pay attention to are the big brands that are attracting massive fan bases. A report from social media analytics and bookmarking platform Quintly examined the 30 biggest brands on Facebook for a look at current trends.
Industry leaders like Discovery, Amazon, Mercedes-Benz, YouTube and Coca-Cola experienced a significant growth in fans during the first six months of 2016. On average, these Facebook pages grew by 450,000 new fans and show no signs of slowing. It doesn’t seem that social media has yet hit a saturation point for brands, and Facebook continues to grow.
On average, brand pages are posting fewer updates, but according to Quintly, this hides the true nature of top brand posting. For example, Disney posts an average of 4.32 times per day, while PlayStation posts 2.62 times per day. MTV, which was excluded from graphics in the report, averaged more than 67 posts per day. The trend of posting less frequently may be reflective of a quality over quantity approach that hopes for deeper engagement, rather than broader interaction.
Video has become a core aspect of brand presence, which allows for lengthier interaction with fans, as compared to image posts. Quintly found 54.9 percent of all Facebook posts surveyed from the top 30 brands were video posts. Videos allow brands to tell longer stories, and with the relentless appetite for video, users are engaging heavily.
This engagement leads to much more conversation from users on company Facebook pages. Quintly found pages received an average of 1,000-2,400 posts and 224-426 questions from users each month. This increased interaction has put a strain on pages and response times, which are already a chronic problem.
Regardless of the size of your business, or Facebook page, it’s important to treat fans’ time with respect. Serve them video content that engages, deliver a smaller number of more meaningful posts and respond to their concerns and questions in a timely manner.
Download Quintly’s report here for more insights.