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Simon Parker
Emotional appeals work best on social media, while adding images and calls to action to your Facebook postings can also lead to a more engaged audience, a new report has found.
Brand Temper’s Australian Facebook Page Engagement Report analysed the effectiveness of social media campaigns undertaken by 110 brands companies across 11 industries over the past 12 weeks.
“One of the most startling insights was that Fast Moving Consumer Goods (FMCG), thought to be one of the most successful industries in social [media], ranked last for engagement,” the report said.
“It shone light onto a previously unfounded belief we have held for some time – brands with high awareness but low emotional attachment gain large followings, but generate low engagement.”
Some of the products that were covered in the FMCG category included KitKat, Doritos and Pringles Australia.
“To take this insight further, we found that automotive ranks highly in engagement, but why?,” the report continued. “Car enthusiasts love cars, they have a high emotional attachment to them. This results in higher overall engagement.”
The report also found that media companies, whose print-based business models are perceived to be under threat from the digital medium, are in fact thriving on social media.
“Why is media the definitive leader in engagement?,” the report continued.
“Because they consistently publish updates that focus on relevant and topical information that consumers can trust, before anyone else. Due to the content being timely and topical, each update becomes a robust discussion in itself, driving extremely high engagement.”
“We also believe it is because consumers still look to media organisations for information, they still trust these brands as a resource crucial to understanding the world around them.”
Having a call to action in updates was also highly effective, the report added, as these generate more engagement.
“And images drive more engagement than any other type of update.”
The report found the most successful car brand in terms of social media engagement was Audi, which used high quality images of vehicles to help boost its appeal to its social media audience.
The real estate industry was not included in the study.
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