3. 3
Twitter
1. News and social network platform.
2. Retweeting and curation are
encouraged = good reach.
3. Well-suited to brands sharing blog
posts or promoting website.
Facebook
1. Sends more website referral traffic than
any other SM network.
2. Geared towards both news and
entertainments.
3. Strong emphasis on video content.
LinkedIn
1. Professionals use this network. Your
content should reflect this.
2. Used for sharing industry articles.
3. Launched LinkedIn Pulse in 2015, a
built-in content publishing platform.
Instagram
1. Highly visual network for images.
2. Not optimized for driving blogs or
website traffic
3. Best suited for strong visual brands.
Pinterest
1. Highly visual platform that leads itself
well to strong imagery.
2. Often used to find inspiring projects.
3. Used mostly by teens.
YouTube
1. Great for marketing videos
2. Strong emphasis on fun videos
3. Well-suited to brands sharing content
featuring products.
WHICH SOCIAL MEDIA NETWORK?
4. TOP SOCIAL MEDIA PLATFORMS
FOR INFLUENCER MARKETERS
Source from
BI Intelligence, 2019
4
5. 5
RESPONSE RATE
FACT #4
Source from
sprout social, 2019
Twitter
Tweets with images are 150%
more likely to get retweets than
text only.
Instagram
Instagram posts using at least
one hashtag receive 12.6% more
engagement than posts
excluding them.
Facebook
The average click-through rate
(CTR) for Facebook ads across
all industries is 0.90%
Facebook Study
From our own study, posts on
Facebook received fewer likes,
shares and comments by 50%
after 12 hours of posting, by 90%
after 24hrs and by 95% after 48
hours.
Brands
46% will unfollow a brand on
social for posting too many
promotional messages.
Brand Response
The average response time for
a brand to reply on social media
to a user is 10 hours, while the
average user will only wait 4
hours.
50%
46%
4 hrs
0.90%
150%
12.6%
6. LESS IS MORE
FACT #5
54%
65%
54% of brands promote their
Instagram accounts through
custom tabs on Facebook
(Gartner L2, 2014).
60%
75%
65% of your audience are visual learners.
Visual data is processed 60k times faster
by the brain than text
(business2community.com, 2014)
60% of users (that’s 600+ million people) seek
out and discover new products on Instagram
(Hootsuite Blog: “Instagram Statistics”, 2019)
75% of users take action…like visiting a
website after looking at a brand’s post.
Instagram is the place to show them off
(Hootsuite Blog: “Instagram Statistics”,
2019).
6
7. LESS IS MORE
FACT #6
27%
66%
A study in 2018 revealed that in general,
Facebook posts with 80 characters or less
receive a 27 percent higher engagement rate. 86%
94%
A section of the same statistical review made
specifically for the retail industry showed that
Facebook posts with less than 80 characters get 66
percent more engagement as compared to lengthier
ones.
Facebook posts with 40 characters or less
generated the highest engagement at 86
percent.
Status-only (or words-only) posts garnered 94
percent higher-than-average engagement.
7
8. 8
FACT #7
FACEBOOK LIKES
FACEBOOK
Facebook does not like pictures or videos that direct people
off their platform.
Make sure you upload videos and pictures into Facebook,
then create a post.
Example: If 5 posts are published simultaneously, the one
that directs people off the site will be the last to view.
9. TYPE OF VIEWING
FACT #8
20%
6
More than 20 percent of videos are switched
off within the first 10 seconds of playback
(www.makeuseof.com, 2019). 51%
23x
10x
An AutoShared Tweet results in 6 new
youtube.com sessions
(www.jeffbullas.com, 2019).
A study in 2018 found that 51 percent of
US adults use YouTube to find out how to
do things they haven’t done before.
Therefore, how to videos work well
(www.brandwatch.com, 2019).
Viewers who complete TrueView ads — watched
to completion or at least 30 seconds — were 23
times more likely to visit or subscribe to a brand
channel, watch more by that brand, or share the
brand video. Viewers who are exposed to
TrueView ads but who don’t watch to completion
are still 10 times more likely to take one of those
actions (www.brandwatch.com, 2019).
9
10. LESS IS MORE
FACT #9
31%
40%
People are 31 percent more likely to recall what
they saw on Twitter as opposed to what they
recall while browsing online in general
(https://blog.hootsuite.com/twitter-statistics,
2019).
3pm
10x
40% of users say they’ve made
a purchase because of an
influencer’s tweet
(https://blog.hootsuite.com/twi
tter-statistics, 2019).
A Hootsuite study found that engagement on
Twitter peaks around mid-afternoon
(https://blog.hootsuite.com/twitter-statistics,
2019).
Tweets with video attract 10x more
engagement. If you haven’t brought
your video assets to Twitter yet, now is
the time
(https://blog.hootsuite.com/twitter-
statistics, 2019).
10
11. INSTAGRAM VS FACEBOOK VS TWITTER
Interaction
Rate
Twitter
Interaction
Rate
Instagram
2.2% 0.06%
Source from
Forrester, 2015
And
HTTPS://WWW.WEBSTRAT
EGIESINC.COM, 2018
Interaction
Rate
Facebook
0.2%
11
FACT #10
12. YOUTUBE VS TWITTER
Purchase
Intent
Purchase
Intent from
TrueView
Ads
(30-seconds+)
35% 6.0%
Source from
HTTPS://BLOG.HOOTSUITE.
COM/TWITTER-STATISTICS,
2019
In-stream video ads lift increase purchase intent by…
Source from
HTTPS://WWW.THINKWIT
HGOOGLE.COM, 2019
12
FACT #11
13. INSTAGRAM VS FACEBOOK VS TWITTER
Conversion
Rate Average
Twitter
Conversion
Rate Average
Instagram
Pinterest has 2.9%
3.1% 0.9%
Source from
HEAP, 2019
Conversion
Rate Average
Facebook
4.7%
2-5% is considered a good average outcome for ads…
13
FACT #12
14. YOUTUBE VS GOOGLE VS BING
Conversion
Rate Average
Bing
Conversion
Rate Average
YouTube
While AdStage claims
this to be 0.33%
0.5% 2.9%
Sources from
Google AdWords, 2019,
SEOInc, 2019,
Adstage.io, 2019
Wordstream.com, 2019
Conversion
Rate Average
Google
While Google
AdWords
claims this to be 1.9%
2.3%
2-5% is considered a good average outcome for ads…
14
FACT #13
15. FACTORS TO
CONSIDER
FACT #14
8%
9%
After a conversion from social media the
average conversion rate on a website for
shopping carts / products / services that
came to under £200 was 8% compared
to those over £200 with an average of
4% (source: Forbes).
13%
0.3%
3.9%
Google (9%) is the best search engine for
driving organic traffic to a website
(Source: Forbes). Organic Google results
with 3-4 words in the title drive (3-4%)
higher CTRs than organic results with 1-2
words in the title (Smart Insights).
Snapchat (13%) and Facebook (13.9%)
drives the most traffic to websites [not
from ads, from posts and engagement]
(source: HEAP). However, Snapchat has a
very poor conversion rate of 0.6% from
ads, with Facebook at 4.6% (source:
Forbes).
The following social media sites drive the
following traffic to website: Instagram
(3.9%), Pinterest (3.7%), Bing (2%),
YouTube (1.2%) Twitter (0.3%) (Source:
HEAP).
15
