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By Liam Dowd - November 12th, 2014
Brands flock to Instagram, corporate blogging delivers sales leads and why social commerce equals discoverability and engagement
Corporate blogging delivers sales leads
Corporations in the B2B sector need to develop their credentials in order to become businesses with influence. Often overlooked in an age dominated by social media, corporate blogging still remains one of the most effective communications channels.
With new platforms like Solaborate, and with B2B companies that blog generate 67% more leads than companies that don’t. With over a quarter of all B2B organisations maintaining a blog, if your business has abandoned this channel, it could prove to be high lucrative to look again at blogging.
Brands flock to Instagram
A new study of the Interbrand Top 100 Brands in the world has been completed by Simply Measured and reveals that Instagram is fast becoming a destination channels for major brands. The network has seen a massive 416% increase in engagement in just two years making it one of the fastest growing social media networks.
- Active brands (brands who’ve posted at least once in Q3 2014) have almost doubled since Q3 2012.
- 73% of brands post at least one photo or video per week. This is a 35 percentage point increase over 2012.
- The number of brands with 10,000 or more followers has grown by 34 year-over-year.
- The number of brands with more than 100,000 followers has grown by 15 year-over-year.
- Monthly engagement (likes and comments) for the Interbrand 100 has more than doubled since Q3 last year and grown by almost 12 times since Q3 2012.
- Engagement with brand posts is growing at a greater rate than new brands are adopting the network.
- The average engagement per post has grown by 416% over the same time period two years ago.
- In Q3 2014, Interbrand 100 posts averaged 18,822 likes and comments each.
- On average, posts that include another user handle in the caption net 56% more engagement.
The perfect length for social media content
All social media channels are not made equal. What this means for corporations attempting to leverage their messages is that they must understand how to optimise their content. Consumers are time poor, but have also been exposed to enough social media content for some rules to be stated. Paying attention to the optimum length of social media content is the subject of handy infographic from AdWeek should be paid attention to by all social media marketers.
Social commerce equals discoverability and engagement
Social commerce — the practice of leveraging social media sites to drive sales — is on the rise, with a 60% year-over-year increase in revenue originating from social, a new report from DataPop and Kenshoo. The increase is even larger when considering the impact of social commerce on offline sales. Given this growth, 42% of retailers are already pursuing social commerce efforts, and the competition is heating up to secure social commerce share of voice.
Discoverability refers to a retailer’s posts being easily found by consumers, either through searches or through feeds which the social sites personalize for each user. Engagement measures the extent to which a consumer interacts with a social posts, through behaviour such as Likes, Re-Pins, Comments, Shares, Follows and Saves.
Until next time….
The Useful Social Media team.
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