Written Articles and Videos Deliver for Marketers on Social Media

Marketers are finding use for social media in their existing strategies, but which types of content are performing best on social networking platforms?

Recently, Clutch partnered with Smart Insights to gauge marketers’ success with social marketing initiatives. Statistics showed that written articles (27 percent), videos (26 percent) and images (24 percent) are yielding the most ROI on social media. However, these aren’t the only types of content that deliver results.

“Articles, images, and videos reach consumers most effectively, but other content, such as offers and promotions, infographics, and quizzes and polls, can perform well if it appeals to a company’s target demographic,” wrote the authors of the report.

Nearly 80 percent of marketers said that they share original content on social media. In terms of metrics, engagement (36 percent), conversion rates (35 percent) and clicks to website (13 percent) are the most commonly used KPIs by marketers.

B2B Marketers and Social Networking Preferences

Previous research has indicated that while B2B marketers may use a wide array of social media sites, they tend to lean toward LinkedIn the most.

Research conducted by The Marketing Journal and Javed Matin and Associates recently found that 96 percent of B2B marketers use LinkedIn. This is followed by Twitter (95 percent) and Facebook (85 percent).

At the bottom of the list is Instagram, with only 31 percent of B2B marketers claiming that they regularly use the platform. The most impactful social media site for B2B marketers is LinkedIn, with 73 percent citing this network.

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