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Insights into the Value of Social Followers

Posted on 9.23.2014

AddThis is shedding light on the value of social media followers, unveiling data that suggests social followers are more likely to engage with a brand’s website and convert than a typical website visitor.

The AddThis research took a look at different types of engagement behaviors as well as where a site visitor comes from on the Web. According to the research, followers scrolled 11 times and shared 30 times more often than average Web visitors. Moreover, when followers arrive at a site by social referral (by clicking on a shared link), the data shows that they share content 100 times more frequently on desktops and 28 times more frequently on mobile browsers.

It is also important to note that the data found sharers don’t convert at a significantly higher rate, however, followers convert 2.4 times more often than the Web average on desktop browsers while followers in mobile browsers convert 3.6 times more frequently. This data suggests that a brand’s social following is a loyal customer segment that shouldn’t be overlooked, as these customers are not only more likely to engage with content, but also convert.

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