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Social Benchmark Study 2015

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In this study we analyzed 180,000 Facebook, Twitter and Instagram profiles during 2015. This allows us to find out how brands are using social media and how their community interacts with them.

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Social Benchmark Study 2015

  1. 1. Social Media Benchmark Study 2015 quintly analyzed over 180,000 social media 
 profiles of different sizes during the full year of 2015
  2. 2. This study, conducted by quintly, a social media analytics provider, analyzed over 180,000 profiles for Facebook, Instagram, and Twitter. The numbers will give insights into specific details of usage and strategy of these channels. Presented in clusters of key performance metrics, this study will serve as a benchmarking reference to any digital marketer to compare between their own performance and the global averages delivered by quintly.
  3. 3. 0,95 1,05 1,15 1,25 Instagram profiles growing fastest Follower growth decreasing during 2015, Facebook and Twitter stable Marketers are investing more on social media as the amount of fan / followers throughout the social networks reflect if the strategy is working or requires adjustments. Facebook and Twitter have been more or less constant throughout the year except March. The removal of inactive accounts in Facebook could be the most probable reason behind that. Chart: Monthly Follower / Fan Growth Rate of analyzed profiles during 2015 Data Source: quintly analyzed over 180k Facebook, Twitter, and Instagram profiles. Data Period: Jan-Dec 2015 25% 15% 5%
  4. 4. With these insights marketers are able to benchmark the own performance with the average of a specific page size. It would be worth to have closer look at Instagram where larger profiles grew significantly faster compared to Facebook and Twitter. Table: The total fan change (in percent) in the different sized profile groups. Data Source: quintly analyzed over 180k Facebook, Twitter, and Instagram profiles. Data Period: Jan-Dec 2015 Small profiles gaining followers fast Biggest Instagram profiles almost doubled followers during 2015 Profile Size 1-1k Fans 6.90 % 14.33 % 29.18 % 1k-10k Fans 4.34 % 9.31 % 28.72 % 10k-100k Fans 3.75 % 7.19 % 20.96 % 100k-1m Fans 2.36 % 5.66 % 5.36 % 1m-10m Fans 1.90 % -1.18 % 28.74 % 10m+ Fans -5.80 % 6.69 % 72.79 %
  5. 5. Find out how your page is performing! Try quintly for free: quint.ly/start_free
  6. 6. Businesses increased their number of posts on Facebook and Instagram during 2015. As seen in the line chart Facebook grew stronger. Due to fast timelines there is a high degree of automation on Twitter, so the significantly higher number is no big surprise. Chart: Daily posts per network on Facebook, Twitter, and Instagram. Data Source: quintly analyzed over 180k Facebook, Twitter, and Instagram profiles. Data Period: Jan-Dec 2015 Daily posts on Facebook increased by 36% Instagram posts increased just by 14% and tweets decreased by 2% 0 1 2 3 4 5 6
  7. 7. Instagram is showing the highest interaction rates and is far ahead of Facebook and Twitter. The declining graph visualizes that Instagram gets mature. Looking at the already saturated networks Facebook and Twitter, both Interaction Rates are slightly decreasing. Chart: Interaction Rate in Facebook, Twitter, and Instagram. Data Source: quintly analyzed over 180k Facebook, Twitter, and Instagram profiles. Data Period: Jan-Dec 2015 Interaction Rate highest on Instagram but decreasing Instagram gets mature, Facebook and Twitter declining slightly 0 0,5 1 1,5 2 2,5 3 3,5 4
  8. 8. All three networks show the highest Interaction Rates for the smallest profile size. However, contrary to Facebook, the interaction rate is again higher for the two largest clusters. It is clearly visible that Instagram remains the king of interaction among the three social networks. Bar Chart: Interaction Rate by profile size for all three networks. Data Source: quintly analyzed over 180k Facebook, Twitter, and Instagram profiles. Data Period: Jan-Dec 2015 Instagram is leading with highest Interaction Rate For the smallest profile size, Instagram is in frontline 0 1 2 3 4 5 6 7 8 1-1k 1k-10k 10k-100k 100k-1m 1m-10m 10m+
  9. 9. Find out how your page is performing! Try quintly for free: quint.ly/start_free
  10. 10. Profile Size 1-1k Fans 0.25 1.24 0.31 1k-10k Fans 0.70 2.43 0.74 10k-100k Fans 1.61 5.20 1.50 100k-1m Fans 4.10 12.33 2.27 1m-10m Fans 7.93 22.25 2.76 10m+ Fans 5.89 9.31 2.85 APPENDIX 01 Average Daily Posts Data Source: quintly analyzed over 180k Facebook, Twitter and Instagram profiles. Data Period: Jan-Dec 2015
  11. 11. Profile Size 1-1k Fans 1.54 0.18 7.01 1k-10k Fans 0.72 0.09 3.01 10k-100k Fans 0.38 0.04 2.18 100k-1m Fans 0.21 0.02 1.85 1m-10m Fans 0.15 0.01 2.26 10m+ Fans 0.12 0.02 2.15 Data Source: quintly analyzed over 180k Facebook, Twitter and Instagram profiles. Data Period: Jan-Dec 2015 APPENDIX 02 Interaction Rate By Clusters
  12. 12. Find out how your page is performing! Try quintly for free: quint.ly/start_free

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