Shareablee Fact Pack: State of Social Media in 2016
By Nathalie Nuta
In 2016, social engagement for the average U.S. brand grew 0.1% year over year across Facebook, Twitter and Instagram. Twitter captured a majority of the growth in engagement, increasing by 15% from 3.4 million actions in 2015 to 3.9 million in 2016, followed by Instagram at 12%. As consumers respond to a more immersive experience across the social web, we’re seeing video content from brands increase by 73% and engagement with those videos outpacing content, growing by 74%. In fact, in 2016, 18% of all actions were driven by video compared to only 10% in 2015 with Twitter seeing the most growth.
This year’s Fact Pack explores the platforms, categories, brands and content steering the growth of the social web, and unpacks for marketers the key drivers of engagement. The Fact Pack also explores some new additions:
- Additions to the Family Genre and The Publisher Genre
- Facebook Live Video
In 2015 we did a study on what makes content shareable and we noted that social currency, emotion, usefulness and storytelling were critical components. In 2016, that study proved to be correct as noted by this years Top 10 Facebook Posts by Brands.
Click here to download your copy of the Fact Book and discover 2016’s top growth drivers.