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Emplifi, the leading integrated customer experience platform, today unveiled its quarterly social media trends and insights from global brands.
According to the Q3 2022 Social Media Benchmark report, median engagement rates for brands remained the same as the previous quarter, but Instagram brand engagement rates saw a slight increase. Looking at the ranking of the platform’s most popular posts by medium interactions, Videos ranked first (35% higher than other content types), followed by carousels, videos, and photos. .
Instagram Videos have outpaced all other post types since the beginning of the year, with 80% of brands on the platform publishing at least one post by Q3 2022. That’s a huge increase. this is from 2021 when only 41% of brands are on a social network. is posting the reels content. Instagram videos are popular in the sports industry – 92% of sports organizations, sports and sports events, and 88% of sporting goods brands publish videos to increase participation with fans.
Comparing 463 Instagram sisters and TikTok brand accounts, Instagram is better than TikTok for medium reach by a wide margin (63% to 37%), and more interactions and video views on Instagram. However, TikTok gets a higher opportunity for brands, with a 57% to 43% advantage and an increase in followers for brands on TikTok, which increased by 200%.
“The most important thing is that short video is an important part of the marketing mix of the brand, and it is here to stay. This will only be strengthened throughout 2022, and social media will continue to increase their visual capabilities this year,” said Zarnaz Arlia, CMO, Emplifi. “Brands have increasingly added Instagram Reels to their content strategy, as a few years ago, most people had not heard of TikTok – now, the fastest growing channel out there is easy. To increase the reach and opportunity, brands should invest their resources in the communication formats and platforms that resonate with their target audience.
In terms of social customer care, brand response rates to user inquiries on Facebook are down 14% year-over-year. And with Instagram, the rate has decreased in the last two quarters, down 13% from Q1 2022.
This drop is in line with Forrester’s consumer research from earlier this year which found that the quality of the customer experience will decline for 19% of brands by 2022 – indicating the highest percentage of brands that have declined in a year since Forrester began conducting research seven years ago.
Other data points from the report include:
- Most businesses have seen a decline in click-through rates (CTR) over the past year, with the biggest declines being in the retail and e-commerce sectors.
- After rising 11% in Q2, the monthly average cost-per-click (CPC) fell 9% to return to near where it was in Q1 2022 and YoY, suggesting a This is a correct number.
- Brands respond quickly on Twitter, with 3-4 hours for the fifth quarter.
Method
Emplifi’s analysis is based on Q3 2022 data and YoY comparisons, taken as of early October 2022.
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