Nielsen is beefing up its Nielsen Social Content Ratings by adding insights to help measure the impact of content on owned accounts, or accounts for networks, individual shows and talent on Facebook, Twitter and Instagram.
The measurement company examined more than 142,000 pieces of content from owned accounts over a three-week period prior to the start of the fall television season, and it found that the content generated over 154 million engagements—likes, comments, reposts, etc.—across the three social networks.
Nielsen added that text-only posts are the most common media type shared by owned accounts on Facebook, Twitter and Instagram, but they only account for 8 percent of owned engagement, whereas 83 percent of owned engagement came from content with video and images (56 percent of the total).
The company also pointed out the important of tailoring content to each social platform, saying that video posts are over 10 percent more engaging than images on...
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in