The New York company found that marketers in industries that are not associated with entertainment—fashion, healthcare, retail, technology, etc.—yielded less consumer engagement through the tactic.
SocialFlow's report also states that data-driven posts, which are published according to predictive algorithms, have 91 percent more reach and 25 percent more user response than posts that are scheduled for certain times of day.
Here are three key findings from the study:
- Scheduled posts accounted for 1.5 percent of content.
- Real-time posts made up 6.9 percent of content.
- Data-driven posts accounted for 91.6 percent of content.
SocialFlow's findings represent aggregated client data from Facebook, Google Plus and Twitter between April 1 and July 31. The vendor's clients include Walmart, The Guardian, Nickelodeon, PepsiCo and Slate. Such publishers and marketers were responsible for the posts, which prompted about 1.5 billion actions from nearly 361 million users.