“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.
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]