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New Report Looks at Social Platform Performance Benchmarks for Brands

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New Report Looks at Social Platform Performance Benchmarks for Brands

Ready for some sobering, though maybe comforting, stats on brand social media engagement?

Rival IQ has published its latest social media benchmarks report, which looks at the average brand engagement rates, by vertical, across each of the big social networks.

Though the actual measures here are important – in order to gauge brand social media performance, Rival IQ selected 150 companies at random from each industry based on its database of over 200,000 brands.

As explained by Rival IQ:

“Companies selected had active presences on Facebook, Instagram, and Twitter as of January 2021, and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers of 5,000 as of the same date.”

So it’s bigger brands we’re looking at here, with smaller SMBs likely seeing higher engagement among their more limited communities. But still, that’s a large sample size for each vertical, which should provide an indicative measure of what brands are seeing, in terms of overall social media user response.

Also, to clarify, Rival IQ’s engagement measures here are based on cumulative interactions on both organic and boosted social media posts, including likes, comments, favorites, retweets, shares and reactions. That combined interaction count is then divided by total follower count. So if your post has three comments, five likes and one share, your engagement would be nine, divided by your follower count.

It’s a fairly indicative measure, though it’s not weighted for certain metrics (i.e. some would consider a comment to be of more engagement value than a like).

So what are brands seeing, and how does your engagement rate measure up?

First off, on Facebook – according to Rival IQ’s findings, the average Facebook engagement rate across all verticals is a paltry 0.064%.

So the average brand is not even generating response from 1% of their audience with each post.

Of course, this isn’t reach, so it’s not to say that the same percentage of your audience is actually seeing your content. But very, very few Facebook users feel compelled to respond to such these days.

For comparison, in 2019 and 2020, Facebook engagement according to the same Rival IQ report, was 0.09%, before it dropped to 0.08% last year. So it’s been a steady decline for brand engagement, which has slid even further in this report.

Does that mean that you should change your Facebook approach? Maybe pay for more ads to get more reach (note that ad engagement included in these numbers)?

Really, it’s hard to say, as these are overall numbers based on a large dataset, and individual results will vary. Facebook is also the most widely used social media app, even with its more recent decline in this front, so the reach potential alone will likely keep brands posting regardless. But if you have seen a drop-off of late, you’re not alone.

In terms of how often brands are posting to Facebook, the current average, overall, is 5.87 posts per week among the measured brands.

Rival IQ benchmarks report

Though, as you can see, there are also some massive variances here.

Next up is Instagram, where average engagement has seen an even steeper decline, falling from 0.98% in 2021 to 0.67% in this new report.

Rival IQ benchmarks report

Which, as any Instagram marketer can attest, is no real surprise.

Part of this is increased competition – as more brands chase audience trends, and try to tap into each platform on the rise, the competition for attention increases, which, in turn, leads to a decline in overall average engagement. In 2020, brand engagement on IG was at 1.22%, so it’s almost been cut in half in two years.

How do you get around that? The best tactic on Instagram seems to be posting video content, and using its latest new features, as that seems to work with the types of content that Instagram also wants to push. So if you have any good ideas for Reels, now may be the time to break them out.

According to Rival IQ’s data, brands are also posting to Instagram 4.55 times per week.

Rival IQ benchmarks report

Note that this is feed posts, not Stories.

Finally, we have Twitter engagement, which has dipped from 0.045% in 2020, to 0.037% today.

Rival IQ benchmarks report

Twitter engagement has never been super high, which makes sense given the faster-flowing tweet stream. As such, the latest numbers are not as dramatic as the changes on Facebook and Instagram, but brands, overall, are seeing less engagement per tweet.

That likely suggests that Twitter’s topics and audio Spaces haven’t done much for brands – though it could also suggest that marketers haven’t leaned into these newer elements too. Again, it’s hard to make definitive determinations based on generalized data, but overall, Twitter users were seemingly a little less interested what brands had to say over the last year.

Brands, on average, are tweeting five times per week.

Rival IQ benchmarks report

There is still opportunity in each platform, but the numbers do suggest that most businesses are not tapping into such as yet.

The report really highlights the ever-changing social media landscape, and the need to be constantly refining your tactics in line with audience response. Newer tools should also be on your radar, as they generally reflect usage trends, and the more you’re able to lean into such, the better off you’ll be.

Rival IQ’s full report also includes industry-specific trend analysis for each platform, providing valuable insight for your planning. Or it might just give you some extra data to refer to when you’re trying to explain why your social media numbers are down of late.

You can download the full Social Media Benchmarks report for 2022 here.


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Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

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Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

So, this is a thing…

Twitter has rolled out longer tweets to Twitter Blue subscribers in the US, with paying users now able to post tweets up to 4,000 characters in length.

If anyone needed or wanted that.

Longer tweets will be displayed in the main feed at standard length, with a ‘Show more…’ indicator pointing users to the remainder of the content.

Honestly, it’s sadly ironic that not even Twitter could come up with a good use of the extra characters in its example, but yes, Twitter Blue users – all 300,000 of them – will now be able to post super long rants about whatever they choose in the app.

As explained by Twitter:

“[Twitter Blue users] can also compose longer Tweets in a Quote Tweet or reply. Standard functionality like posting media, creating polls, and using hashtags still apply. Everyone will be able to read longer Tweets, but only Blue subscribers can create them.

I don’t know if anyone requested this, but Twitter 2.0 chief Elon Musk seems convinced that by enabling users to post long-form content, that will eventually open up new avenues to monetization, and will see more top voices posting more stuff to the app.

I mean, the recent Twitter Files are probably the best example – Elon’s hand-picked team of journalists have been trawling through Twitter’s archives to uncover accusations of corruption and Government meddling, all ended up posting their findings in ridiculously long tweet threads in the app.

It would make more sense to post them on a more long-form focused format, but Musk obviously wants all the attention on Twitter – and in instances like this, maybe having longer tweets could be valuable.

But I don’t know.

It also seems short-sighted to only provide this functionality to Twitter Blue users. As noted, only a small fraction of Twitter’s 250 milllion total user base is paying for a blue tick, and while Twitter is now expanding the offering into new markets, it’s hard to see it catching on in any real way.

That means that a lot of the most popular creators won’t even be able to use the option, which seems counterintuitive. But then again, Elon will probably look to add in a new monetization element, which you have to pay up to qualify for, which is probably his broader view for limiting access at this stage.

Who knows – maybe it ends up being amazing, and maybe it makes it way easier to post what would have been multi-tweet threads in a more engaging, interesting way in the app.

It’s different, for sure, very different from Twitter’s usual offering.



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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

Ad data and analytics provider DoubleVerify (DV) is building the right side of a cup base with a buy point of 32.53. The growth stock is today’s selection for IBD 50 Stocks to Watch.




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DoubleVerify has a strong Composite Rating of 94 and a Relative Strength Rating of 89. Its stellar EPS Rating of 96 is even better.

Company sales grew 35% to $112.3 million in the third quarter while earnings per share of 6 cents grew 20% from the previous year.

On Jan. 10, analysts at Barclays upgraded the stock to overweight from equal weight with a price target of 29. Shares gapped up over 6% on the news, and the move helped the stock start its recovery from the January low.

Growth Stock Surges After Finding Fraud Scheme

DoubleVerify helps advertising companies that target users on video, mobile, and social media platforms. The company also has an analytics side that provides data on consumer engagement.

The digital media analytics platform ensures that ads reach their target customers in a safe way. This means that ads reach actual people with the right context. The software also has tools to adapt ads to different devices.

Its technology also seeks to address ad fraud. On Thursday, the company discovered “BeatSting,” the first large-scale ad-impression fraud scheme that targeted audio ads.

DV Fraud Lab first identified the fraud scheme in 2019, which is largely responsible for advertisers losing $20 million in several scams, according to reports. DoubleVerify was credited for unveiling the fraud. Shares last Thursday surged nearly 4% in strong volume.

Deals With Twitter, LinkedIn, Meta, Facebook

The company has partnered with leading social media and mobile platforms like LinkedIn and TikTok to improve ad impact and experience. DoubleVerify has a long-standing relationship with Facebook parent Meta Platforms (META). The social media platform faced a massive boycott in 2020 when several companies removed their ads due to concerns over their brand safety.

In June of last year, DoubleVerify brought features that will allow marketers to see where their ads appear in a user’s timeline. The feature uses artificial-intelligence tools to understand the context in which ads appear. The feature also enhanced brand safety  and attracted Twitter and other social media platforms to try it out. Nonetheless, marketers did not buy in entirely, according to reports, as Twitter’s ad revenue continued to struggle.

The growth stock ranks second in the specialty enterprise software group. The stock went public in April 2021. The New York-based company has locations in the U.S., U.K., Europe, Asia, Australia and South America.

Mutual funds own 39% of shares outstanding. That may not seem like much, but more funds have been picking up the growth stock over the past eight quarters, according to MarketSmith. The stock has an Accumulation/Distribution Rating of B-.

Exchange traded funds hold shares of DoubleVerify as well. The Invesco S&P Small Cap Information Technology ETF (PSCT) and the SPDR FactSet Innovative Technology ETF (XITK) own DV.

Please follow VRamakrishnan on Twitter @IBD_VRamakrishnan for more news on growth stocks.

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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