According to a research report by Forrester, the average posts on Social networks by the Top 50 Global Brands have increased, however the interaction rates for all networks except Facebook are declining. Top brands on Facebook have doubled their fan count over the last year with average number of fans for each brand being at 18.1 Million.
Instagram engagement at 2.261 percent is half of the interaction rate in 2014, though Brand posts have increased by 50 percent over last year with 4.9 average posts per week. The findings are based on 11.8 million user interactions on 2,489 posts made by 249 branded profiles for Top 50 Global Brands.
Interaction rates on Facebook have increased on average and according to Forrester Research Report “How Top Brands Are Using Facebook, Twitter, And Instagram“; this increase is attributable to more brands paying to promote the posts to reach their audiences. For your Brand Strategy to deliver results on Social Media, you have to bring greater focus by connecting with your audience with the right messaging on networks that your audiences are most likely to interact with your brand on.
Start with defining Your Core Target Audience
Start with mapping your core target audience and their social media behavior. Your target audience is defined based on age, gender, location, interests among other things. While your target audience may be grouped into broader age group of 18-45, each age group may have a different social media usage and therefore needs to be targeted accordingly. Here is a detailed break-down of different networks demographic based on PEW Internet research, shared by Sprout Social.