From stories and live shopping, from Instagram to Tik Tok: Social Media Management 2022 is (once again) under new conditions. All social media managers should consider these four facts for their social media strategy 2022.
220,000 Social Media Posts Analyzed
How is social media developing? Which networks are essential for companies in 2022? And: In what form should the content be presented – as a photo, video, or story?
This is Exactly the question Agora Pulse dealt with in a study on whether BASIC thinking is Exclusively available. For this purpose, the experts for social media management analyzed 220,000 social media posts from companies between June and September 2021.
We have put together the results of the investigation – i.e., the most important findings for a successful social media strategy 2022 – for you in compact form.
Instagram Is The Engagement King
First, let’s take a look at engagement. It becomes clear that there is still no way around Instagram regarding the number of interactions. Instagram has three times as many interactions as second-placed Facebook.
There is hardly any interaction on either Twitter or LinkedIn. They stagnate at a superficial level, which is well below Facebook.
The exciting thing about it: Facebook is the only network in which interactions constantly increased during the period under review.
Few Posts On The Weekend, A Lot Of Commitment
The posting times are also essential for social media managers. First, it is noticeable that all networks drop synchronously towards the weekend.
While there are almost no posts on LinkedIn, Twitter and Instagram are surprisingly the same. Most seats are discontinued on the weekend on Facebook.
When it comes to interactions, a contrasting picture emerges. The engagement on Instagram, Facebook, and Twitter will noticeably increase from Friday. These three platforms also reach their maximum meeting on Sunday.
Only the already low level of interaction on LinkedIn continues to decline over the weekend.
Between 8 Am And 6 Pm, The Competition Is At Its Highest
In the third step of the analysis for the strategy for social media management 2022, the experts from Agora pulse took a look at the publication times of the posts.
It can be seen that most posts are posted between 8 am and 6 pm – i.e., during classic office hours. There are differences between the individual networks. Facebook reaches the peak at noon, Instagram at 6 pm, LinkedIn at 10 am, and Twitter at 4 pm
Necessary for the social media strategy: Just because there are many interactions at a certain point in time does not necessarily mean that it is advisable to publish your posts at these times of the day.
Instead, social media managers need to determine the best times for their own company through continuous testing.
Photos Remain The Most Critical Content Format On Instagram
Finally, let’s take a look at the content formats. Here, too, the analysis could not be more straightforward. Despite reels, stories, and live videos, 75 percent of Instagram posts are still photos. In addition, there is another 15.7 percent of carousel posts, most of which also consist of images.
Or, to put it the other way around: only 8.8 percent of the Instagram posts analyzed are videos. In addition: the videos also achieve the fewest interactions. They line up behind the photos. The most engagement gets carousel posts.
As with all social media analyses, the following applies in this case: It is impossible to analyze the mass of social media posts thoroughly. Every industry and every company is different.
Accordingly, it is essential for social media management 2022 and the resulting social media strategy 2022 to be based on analyses. Instead, there is no getting around independent tests and experiments.
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