Social Media Engagement: YouTube Wins

As further proof of video’s increasingly important marketing role, new data from Shareaholic says YouTube drives the highest level of social media engagement.  YouTube sweeps all of the key categories:

  • social media engagementLowest average bounce rate: 43.19%
  • Highest pages for visit: 2.99
  • Longest visit duration 227.82 seconds (almost 4 minutes)

The study examines what happens when we click on a link we come across on one of our social networks.

Using data collected from September 2013 to February 2014 across Shareaholic’s network of over 200,000 sites, they observed 3 key social media engagement statistics for each of the 8 most popular social media platforms:

  • Length of the average visit
  • Pages per visit
  • Bounce rate for referrals

Quality Over Quantity

It’s important to note that we are talking about very small numbers of referrals. Shareaholic’s data also shows that referral traffic from YouTube is less than one-third of 1% percent and Google+ is a minuscule four-hundredths of 1%. So, while discussing this data, we’re looking at quality rather than quantity.

Don’t Overlook LinkedIn and Google+

Although Google+ and LinkedIn drive the fewest social referrals, their users are high on the social media engagement list.

  • Google+ users, on average, find themselves spending over 3 minutes diving into things shared by connections in their circles. They also visit 2.45 pages during each visit, and bounce only 50.63% of the time.
  • LinkedIn users generally spend 2 minutes and 13 seconds on each link they click, viewing 2.23 pages with each visit and bouncing 51.28% of the time.

Although their social referral levels are small now, since both LinkedIn and Google+ are gaining users and drive engagement so effectively, it’s worth considering growing communities within both social sites.

Facebook & Twitter Social Media Engagement Similar

According to Shareaholic’s data, a referral from Twitter is as good as a referral from Facebook.  

  • Twitter and Facebook visitors bounce 56.35% of the time
  • Twitter wins the pages per visit category (2.15 vs 2.03
  • Facebook users tend to spend more time on a site post-click than Twitter users do (127.44 seconds vs. 123.10).

Pinterest Social Media Engagement: Not a Pretty Picture

“Pinners” bounce as often as Facebook and Twitter users, but view fewer pages per visit (1.71) and spend considerably less time on site (64.67 seconds) than the other social media websites mentioned in this post.

The graphic below illustrates the different levels of social media engagement for the top eight social media platforms.

social media engagement

 

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