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What types of brands are crushing Facebook marketing (by like, a lot)?

Study examines what industries have the highest percentage of Facebook interactions, and how the leading industry compares to the average.

growth hacking

Social media: A place to be and been seen

Day in and day out, social media is used as a platform for people to be noticed. While individuals may use it as a way to be noticed by friends and family, industries are able to reach out and be noticed by their audiences.

One of the best places for industries to do this is Facebook. Being that there is no character limit and that there are sections for detailed information and photos, Facebook is a prime place for industries of all kinds to promote their work.

Leading retailers interact well with others

eMarketer recently published the results of a 2015 Facebook study conducted by Adobe, which found that leading retailers tend to see the highest amount of Facebook interaction rates. It was also found that there is a significant gap between leading and average retailers.

According to the research, there was a 3.6 percent likelihood of interactions including, likes, comments, and shares with the posts of retailers that fall into the top 20 percent by this metric. This is compared to 2.4 percent of the total industry average.

The gap between leading and average of 1.2 percent was larger than any difference of other industries studied. Other industries researched include: media & entertainment, travel, automotive, technology, and financial services.

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Other industries see gaps

Leading versus average percentages in these industries were: media & entertainment – 3.5 versus 2.5 percent; travel – 3.5 versus 2.4 percent; automotive – 3.4 versus 2.7 percent; technology – 3.4 versus 2.7 percent; financial services – 2.0 versus 1.2 percent.

It is almost impossible in the United States to find a retailer, leading or average, without a Facebook page. Brands have hopped on the social media bandwagon as it has become a vital way of engaging customers.

What sets Facebook apart?

According to research by Gorilla Group, Facebook was used by 97 percent of retailers and brand manufacturers between September and December of 2015. Twitter came in second with 91 percent usage.

As seen in other social media retail surveys, especially concerning Millennials, many social media users follow retail brands on Facebook in order to keep up with promotions and coupons. This may have factored into retail have the highest percentage of Facebook interactions.


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Staff Writer, Taylor Leddin is a publicist and freelance writer for a number of national outlets. She was featured on Thrive Global as a successful woman in journalism, and is the editor-in-chief of The Tidbit. Taylor resides in Chicago and has a Bachelor in Communication Studies from Illinois State University.

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