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BizReport : Social Marketing : June 23, 2015

Yesmail: Facebook rules despite slowing growth

Facebook's slowing growth isn't stopping new businesses from signing on to the social networking giant. That is the takeaway from new Yesmail data which indicates 98% of retail brands are now on Facebook even though newcomer Instagram is growing at a much faster clip than Facebook.

by Kristina Knight

The Yesmail research looks at growth rates and brand interaction; the Instagram growth rate should be much stronger because of its newness compared to Facebook, which has been around for years. However, it's interesting that while 98% of retail brands are now on Facebook and 91% are on Twitter less than half (43%) are engaging with their customers o Instagram.

"The focus on Facebook made sense years ago, but Yesmail Market Intelligence illustrated how follower growth for that channel has plateaued for most retail categories," said Michael Fisher, president of Yes Lifecycle Marketing. "The answer isn't necessarily to shift resources, but rather turn a serious eye to audience preferences and return on social investment. Social media has moved past the experimental phase, and retailers must know their audience and know the ROI of their efforts."

Some interesting findings from the report include:

• On average brands using Facebook have 2.8 million fans per page
• Instagram brand pages average 300,000 fans
• Google+ brand pages average 270,000 fans
• Twitter brand pages average 262,000 fans

"Without the proper measurement of marketing efforts, maintaining growth becomes a big challenge," said Mike Iaccarino, CEO and Chairman, Infogroup. "With on-going difficulties in determining social media ROI, brands need innovative solutions like Yesmail Market Intelligence and Social Attribution Intelligence to help them measure and improve their digital campaigns and leverage different channels to increase reach and engagement."

Image via Shutterstock

Tags: Facebook, Google+, Instagram, social marketing, social network trends, Twitter, Yesmail

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