The report’s section on earned trends reinforces some existing findings from other research while providing some interesting data on brand activities. Unsurprisingly, likes account for the vast majority – 87% – of social engagement, but that share is inching back at the expense of comments and shares. While brand posts grew by 9% between August 2012 and August 2013, average social engagement increased by an outsized 115% over that same period, a result Adobe attributes to Facebook updates restricting the amount of posts a fan sees (one of the complaints made by Forrester).
During Q3, images and videos produced the highest engagement rates, of 4.3% and 3.5%, respectively. While it wasn’t surprising to see images attain the highest engagement rate, it is interesting to see that the engagement rate for video posts was fairly close behind. (Socialbakers has previously found a much bigger skew towards photos when it comes to brands’ most engaging posts.) Read the rest at MarketingCharts.