STUDY: Majority of Global Brands Still Focus on Facebook

By David Cohen Comment


The results of a study by social media analytics provider Quintly on global interaction rates with social networks were no shock: Facebook remains at the top.

Quintly said it studied some 50,000 anonymized users of its platform and examined the data by country, finding that the majority of brands are still Facebook-focused.

The company said in a release:

In the course of globalization, it gets increasingly important to understand the online behavior of different regions in the world. The shown study helps to understand which countries are interested in which networks the most, and consequently improves marketers’ intercultural understanding. The top countries by usage for each network were France for Facebook, the United Arab Emirates for Twitter, Indonesia for Instagram and Singapore for YouTube. Knowing this can be crucial for aiming toward a foreign country and stepping into untapped regions.

And digital public-relations manager Julian Gottke added in a blog post:

The analysis does not only reveal the business-related relevance for a social network specifically in each country, but also the eagerness analyzing it, which is one step beyond interest and relevance. Using these numbers as a foundation, we can assume which networks are relevant for marketers and which are not highly relevant for social strategies in companies. This may have many factors such as a lack of reach or (still) low relevance for businesses.

Interesting differences are noticeable, for example, that Facebook is tracked the most in France, whereas 30 percentage points less track the mother of all networks in Indonesia. In the Southeast-Asian island state, Instagram seems to be a “big thing” with 18 percent (average 10 percent). In Argentina, just Facebook and Twitter seem to be important for the analyzed companies.

By visualizing the table in the following chart, it gets clear that companies rely heavily on Facebook and perhaps too little on Instagram, especially considering the high interaction rates on the photo-sharing platform. Thus, brands might miss opportunities in reaching their target audience when focusing on one network, which is Facebook. The potential of visual marketing with pictures or videos is highly controversial but does not seem to be utilized by the majority. As a recent article in Harvard Business Review explains, multichannel strategies can leverage many possibilities for companies, but have to be chosen wisely.

Readers: What did you think of Quintly’s findings?

QuintlyCountriesChart1 QuintlyCountriesChart2

Image courtesy of Shutterstock.