Facebook Follower Rates Have Plateaued
By far, Facebook is the most popular social channel by brand engagement.
In fact, according to a Yesmail analysis of brands across five retail categories, 98 percent of retail brands maintain a presence on the social network.
Despite brands’ infinity toward Facebook, Yesmail found (by using its Market Intelligence Tool) that follower growth rates have plateaued. Big box and home goods categories were the only ones who saw an increase in followers last year.
“The focus on Facebook made sense years ago, but Yesmail Market Intelligence illustrated how follower growth for that channel has plateaued for most retail categories,” said Michael Fisher, president of Yes Lifecycle Marketing. “The answer isn’t necessarily to shift resources, but rather turn a serious eye to audience preferences and return on social investment. Social media has moved past the experimental phase, and retailers must know their audience and know the ROI of their efforts.”
When it comes to Facebook-owned Instagram, the results are a big varied when it comes to brand adoption, but the opposite is true of consumer adoption, as apparel retailers on Instagram saw an average follower growth of 417 percent in 2014.