As social media has become more integrated into daily life, people are starting to use more than one network. According to Pew Research Center, more than one-half of adults use more than one social network. New data from email marketing software provider Yesmail indicates that marketers are also using multiple social media channels.
Yesmail tracked the social media habits of 50 top retail brands in five major categories–beauty, apparel, electronics, big box and home goods. The data was then compared to a 2014 Pew study of U.S. social media use to \”see how well the brands were listening to consumers.\”
According to the study, more than 90 percent of brands are using two or more social networks. 100 percent of the brands in the home goods category were using multiple channels. However, the apparel industry is the most connected, with 86 percent using four channels and more than 60 percent represented on all five of the social networks that were analyzed.
Facebook was unsurprisingly the most popular network across categories, with 100 percent saturation of home goods, apparel and big box brands. Twitter came in second with more than 90 percent saturation in four out of five categories, and YouTube came in third. While 82 percent of apparel brands have adopted Instagram, adoption was much slower in other categories.
Facebook is also where marketers seemed to have the largest average following. By contrast, on YouTube, the average follower count was lowest. Yesmail attributed this to the \”more involved nature of this social channel.\” While video is on the rise, according to the report:
[V]ideo viewing versus reading quick posts may not be as appealing to the broader base of social media users who are typically looking for quick content consumption.
Despite the high average follower count, Facebook follower growth was the slowest. This is where Instagram outshined other networks, especially in the apparel category, which saw an increase in followers of more than 400 percent.
Yesmail offered these key takaways for marketers:
Download the full report to see the rest of the data, case-study examples and more details on each takeaway.