Key social media benchmarks for digital marketers in 2015

Key Social Media Benchmarks for Digital Marketers in 2015

Social media is still on the top of the wave in 2015 though it’s constantly evolving. In the modern marketing establishment, there are many debates on how exactly to use it for business, but basically everyone agrees that social media works better in conjunction with other promotional channels, to name a few: SEO, email marketing, writing and blogging, special offers, loyalty programs, mobile marketing.

So, how marketers should approach socail media in 2015? The Social Media Benchmarks Report 2015 by HubSpot based on insights from 7,000 experts helps to elucidate that point. Let’s highlight the key social media esentials for digital marketers and business owners in 2015.

Social networks with the biggest number of monthly active users, 2015
Social networks with the biggest number of monthly active users, 2015. Facebook: 1.35 billion; Instagram: 300 million; Twitter: 284 million.
  • More social activity doesn’t guarantee more user engagement. In fact, the correlation between the number of posts per week and the number of post interactions varies widely for different industries. For example, two industries with the lowest weekly social media activity (consumer goods/retail/ecommerce and manufacturing) get relatively high interactions, and nonprofit/education, the industry with the highest interaction average, is characterized by moderate post frequency per week.
Social media posts per week vs post interactions by industry
Social media posts per week vs post interactions by industry
  • It looks like there’s more correlation between the number of followers and post interactions, at least for certain industries like nonprofit/education, consumer goods/retail/ecommerce and manufacturing.
The number of social followers vs post interactions
The number of social followers vs post interactions

  • Brands shouldn’t fully rely on either activity index or the number of followers if they want to generate real user engagement via social media. It is necessary to find the ballance between post quality, which means relevance to users, credibility, uniqueness, visualization, etc., and post frequency. Better do less posting but make your content valuable for users. Try to engage with real audience, not scammers and bots.
the ballance between post quality and post frequency in social media
Find the ideal ballance between post quality and post frequency

Find more insights in the full report. Download it on the HubSpot’s official website.

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