How "Likeable" Is Your Small Biz on Social Media?

Date: July 02, 2015

Brand content engagement on Facebook, Twitter and Instagram has grown exponentially.

Who likes to like? Apparently many of us when it comes to social media—and it doesn’t matter if the content is published by a company and not friends. 

In fact, people engaged with brand content 52 percent more in the first quarter of 2015 than in the first quarter of 2014, according to new Shareablee data as reported by Advertising Age. The demand is so great that companies can’t keep up: Engagement is growing faster than the rate at which brands are putting out content. 

When combining Facebook, Twitter and Instagram, people liked, shared, favorited or commented on brand posts nearly 13 billion times in the first quarter, Ad Age reported.

Instagram, perhaps surprisingly, was the platform that inspired the most consumer action per brand. On the platform: 

  • Brand fans rose 138 percent.
  • Posts per brand rose 21 percent.
  • Customer engagement with brand content doubled to 1.9 million actions per brand.

Instagram’s consumer actions per brand is more than 20 times the rate of Twitter, and triple Facebook’s. 

As Ad Age reported, video posts are one of the biggest drivers of engagement growth as engagement with brand videos grew 186 percent last quarter. 

One caveat for small business owners: Big brands in TV, publishing, retail, consumer goods and sports drove a lot of the engagement. 

Yet that’s no reason not to get involved on social platforms. For small business owners looking to expand their marketing efforts to Facebook, Twitter or Instagram, consider targeting millennials—an influential group owners often neglect when launching marketing campaigns. 

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