The majority of brands are highly involved in social media content production, but few of them actually test the content before deployment, says the Association of National Advertisers.
Although most brands actively develop content to communicate with consumers on social media platforms, two-thirds of them don't test the content with their potential audience before they publish, according to the Association of National Advertisers (ANA).
In its new survey report called Social Media Content Development, conducted in collaboration with Ipsos OTX, the ANA found that the majority of its members' brands (more than 70 percent) have a social media content development policy or process in place. And in order to manage content production, 44 percent of brands have hired a social media leader, while 42 percent produce in-house content through their public relations department. Another 42 percent outsource content creation.
Image Credit: ANA
The survey also reveals that brands look to develop a wide variety of content, including posts, videos, product advertising, and sponsorships. However, posts and videos are the most widely used types of social media content, as 96 percent and 89 percent of respondents have produced them, respectively. And, perhaps because of their ubiquity, posts and videos have proven to be more successful than other types of social media content.
Image Credit: ANA
Interestingly, although the majority of brands actively produce social media content, 66 percent of them don't conduct consumer research to plan or test their content, according to the survey.
A deeper look at the figures shows that 84 percent of respondents do measure the effectiveness of their content after it has been published. Among those that do, more than four-fifths use social media metrics, or "soft metrics," which include likes, click-throughs, and retweets. In comparison, few brands use finance-based metrics, or "hard metrics," such as sales and return on investment (ROI), to measure their social media content.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.