A new study has revealed that 99 percent of organic, unpaid social media posts generate little to no engagement, with that remaining one percent soaking up almost all of the Likes, retweets, shares and comments across the top platforms.
SocialFlow analysed 1.6 million non-paid social media posts across Twitter, Facebook and Google+ between April 1st and July 31st of this year. They found that while these posts reached more than 361 million users and generated nearly 1.5 billion social actions, almost all engagement was focused on just one percent of submissions, with the bulk taking place in the final half percent.
Jim Anderson, CEO of SocialFlow, says marketers shouldn’t be put off by the findings.
“The massive scale of the most successful one percent of posts makes everything else look small by comparison,” Anderson told VentureBeat. “To use a television analogy, most every show’s ratings look weak if you compare them to the Super Bowl. But that doesn’t mean that everyone else should just give up on creating great programming. And the same is true with social.”
Point being: just because your post didn’t generate a single retweet, you should sleep better when you remember that Justin Bieber picked up almost half a million. Swings and roundabouts.