measuring performance of B2B brands on social media

Admin | 16/05/16

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The days of LinkedIn being seen as the only worthwhile platform for business engagement are long gone.

Sharing ideas, brand updates and other information, work very well for B2B social media and it’s a chance to engage with customers.

To get an overview across Twitter, Facebook, LinkedIn, Instagram and Pinterest, TrackMaven has shown some interesting results. Studying content from over 300 B2B brands on these platforms, with 508,060 social media posts and more than 100 million interactions, we can see which are performing well.

Instagram has overtaken LinkedIn, with 20 times more interaction, whilst Twitter came in at the bottom of the pile.

However, there are significant fluctuations: follower rates on LinkedIn (average109, 000) were seen to be 36 times higher than on Instagram (average 3,000 followers) and engagement rates also differ according to sector and platform.

There is also a difference in type of content that the various sectors are sharing. If we look at the aerospace and defence industry, we can see that whilst Instagram performs extremely well for these sectors, Twitter drops considerably from 29.10 engagement rate to just 0.54.

Another reason for wide variations could be due to the type of users on each platform. Larger users tend to be less bothered about brand updates, whilst the users who engage more are generally part of a more focused group.

Looking at the rate of growth from different sectors, rather than just follower numbers, sheds further light on activity.

An industry such as Biotech, which is relatively new, has a niche set of followers who form a community of highly engaged users.

This contrasts with businesses that belong to either ‘Professional Services’ or ‘Financial Services’. The former tends to have a large number of followers but generally doesn’t offer much input beyond that.

This may be due to an overload of content that offers no deep interest, or possibly because certain imposed regulations put people off sharing any information.

By contrast, users tend to enjoy engaging and sharing in the financial sector, with an annual growth average of 81.77% - possibly due to its higher newsworthy appeal.

In summary, it would seem finance, biotech and engineering show the best engagement across the various channels, perhaps indicative of content marketing being of high importance.

Interestingly, according to the results, software brands show a strong 82% average increase in growth and yet there is a very low engagement level. This could be due to users turning away from the PR of glossy product images that do little to entice and engage.

From these results, B2B works well on the recently established, more visual channels where content is by no means seen as dull.


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