Pro Sports And Media Dominate Social Post Volume, Study Finds

The professional sports industry sees the highest number of average social posts per day: 26. And it drives the highest number of inbound engagements: 639 in a 24-hour period, according to The 2023 Content Benchmark Report, a study by Sprout Social. 

The second most active category is media & entertainment, which drives 21 posts and 334 engagements.  

A distant third is automotive, which has 16 posts and 70 engagements.  

The travel & tourism vertical averages 11 posts and 125 engagements per day, and the non-profit field 9 posts and 83 engagements.  

Research findings also show that consumers think the sweet spot is 1-2 posts a day from a brand. And it cites the following as the most engaging types of in-feed social content: 

  • Short-form video — 66% 
  • Images — 61% 
  • Live video — 37%
  • Gifs/memes — 32% 
  • Text-based posts — 32% 
  •  User-generated content — 26% 
  • Long-form videos — 24%
  • Audio — 13%
  • URL/links to other content — 11%  

Also reported is data showing the following challenges for marketers: 

Changing content formats — 53%

New platforms — 46% 

Algorithm changes — 35% 

Our brand’s current scheduling tool — 35% 

Lack of inspiration — 29% 

Too many cross-team approvals — 27%

A lack of a scheduling tool — 15%

Sprout Social analyzed more than 523 million messages from 729,000 public social profiles active between January 1, 2022 and September 30, 2022.
This data covers posts from Facebook, Google My business, Instagram, LinkedIn company pages, Pinterest, TripAdvisor and Twitter.

Engagement activities include actions that generate a published message, such as retweeting or commenting.

 

 

 

 

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