“Marketers are getting better at distributing content, but are not getting better at creating content worth distributing”; This is the takeaway from a report by digital marketing software company TrackMaven in its latest report.
The Content Marketing Paradox looked at social media content marketing trends for paid and organic content posted to the five social platforms-Facebook, LinkedIn, Pinterest, Twitter, and Instagram. The report analysed 75 billion interactions on over 50 million pieces of shared content from 2013 to 2014.
The report found that nearly one out of four brand-generated blog posts (23 per cent) receive no interactions at all. Even more worrying, almost half of all brand-generated blog posts receive ten or fewer interactions (43 per cent).
The TrackMaven report found brands increased content marketing output by 35 per cent per channel last year, but across all five channels engagement fell 17 per cent.
Among the major social networks, Twitter has the lowest engagement threshold, with 73 per cent of tweets receiving ten or fewer interactions.
Instagram has the highest engagement threshold; only 10 per cent of Instagram photos and 6 per cent of Instagram videos receive ten or fewer interactions. Among the major social networks, Instagram also has the highest percentage of viral content, with 49 per cent of Instagram photos and 60 per cent of Instagram videos receiving more than 250 interactions.
Instagram might have the highest engagement ration over time, but the research illustrates that the engagement ratio for both branded Instagram pictures and Instagram videos peaked in December 2013 and February 2014, and are since on a steady decline.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]