People engaged with U.S. brand content 52% more often in the first quarter of this year than they did a year ago, and their engagement is growing faster even than the rate at which brands are pumping content out, according to data on 100,000 brands from social-analytics firm Shareablee.
In all, people liked, shared, favorited or commented on brand content across Facebook, Instagram and Twitter nearly 13 billion times in the first quarter alone, and it was people’s engagement rates rather than brands putting out more content that drove most of that big increase.
On Twitter, average posts per brand rose 16%, but average “actions per brand,” such as favorites or retweets, rose at twice that rate – 32%. By far the biggest driver of increased engagement was Instagram, which saw brand fans rise 138%, posts per brand rise 21% and consumer engagement with brand content double to 1.9 million actions per brand – more than 20 times the rate of Twitter and nearly three times the rate of parent Facebook.
Source: Ad Age