Recently, Shareaholic conducted a survey to gauge consumer engagement with different social networks. What they found should not be surprising, quantity does not equal quality.
Shareaholic’s study found that YouTube, Google+ and LinkedIn drive the most engagement from followers and referrals to business’ websites.
The study looked at Shareaholic’s followers’ average visit duration, pages per visit and bounce rate for visitors referred to its network of 200,000+ websites from 8 different social networks: Facebook, YouTube, Google+, LinkedIn, Pinterest, Reddit, Twitter and
What social networks do your followers engage most on?
StumbleUpon.
YouTube received the best scores in all three areas of engagement. The bounce rate of YouTube was the lowest at 43.19%, it had the highest pages per visit with 2.99 and it had the longest visit duration at 227.82 seconds. While Google+ and LinkedIn are the social networks with the fewest social referrals they actually bring in the most engaged followers.
- The bounce rate of Google+ is only 50.63%, and on average, followers spend more than 3 minutes browsing content shared by connections in their circles and they visit 2.45 pages during each visit.
- LinkedIn users have a bounce rate of 51.28%, and they spend 2.13 minutes on each link clicked and view 2.23 pages per visit on average.
Some other interesting findings from the study on social networks:
- Facebook and Twitter followers’ engagement is roughly equal. Their bounce rate is the same at 56.35%. However, Twitter followers visit more pages on average (2.15 vs. 2.03), but Facebook users spend more time on the site post-click with 127.44 seconds versus 123.10 seconds.
- Pinterest users pin a lot of pages, but they don’t actually visit that many with their pages per visit rate being 1.71. The users also spend far less time on Pinterest at 64.67 seconds on average.
- Of the social networks, StumbleUpon has the least engaged visitors. On average they view 1.5 pages per visit and spend a mere 54.09 seconds on the site.
Social networks have the capability to expand your business, but they are not all effective at the same functions. YouTube, Google+ and LinkedIn are often overlooked, but they may actually be your best friend in regards to increasing engagement and spreading brand awareness. Which social networks drive the most engagement for your business? We’d love to hear from you in the comments below!
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