In today’s age, is money still the ultimate factor to a company’s popularity, influence, and branding within social media? See engagement insights and what content is working on mega brands here.
To some extent, yes, however, another even more vital element has emerged in today’s marketing practices. Content Marketing. Its clear the quality of content has a huge influence in SEO, upon a company’s image and standing within the social media. Through your content, how well is your audience, engaged, interested, and satisfied to push your company into becoming a leader within the industry? Below, is an image of each of the 50 state’s from The Atlantic branded with a company that is not only reputable but also has established its official headquarters within that state. However, what is not shown is who is driving the highers engagement and on what.
A detailed map of the United States showing the biggest brands and their official headquarters within each state. Here we have done the engagement insights on content. Find the original The Atlantic map with more details.
From a content marketers position using content themes and trends is a dream for directing strategy. The Atlantic did an amazing job surfacing these brands and below we highlight the biggest media spenders cross match to their content engagement performance to better surface the real leaders. Here, we did another quick analysis on The Atlantic map graphic on the average engagement on 25 of these brands that are shown to see exactly what the largest companies were doing to become so successful within social media engagement.
See engagement insights and what content is working on the entire list of brands above and be sure to see the comparative content tends. The engagement performance report provides insights on gauging for better content. For some more individual insights for the biggest brands, be sure to check these companies out: Dr. Pepper, Zappos, and Nike.
Money cannot buy your audience’s long-term attention or interest, only great content can. Here, we have taken another twist. Looking at the Infographic below further emphasizes this idea as the top-spending companies upon advertisements are NOT all found within the list of the Forbe’s World’s Most Powerful Brands as well as through the first 50 states image posted in the beginning. And if so, they are lower ranked than those who are either not on the top spending companies or are spending significantly less money. Furthermore, the previous Infographic above shows that many of the leading brands per state are not mentioned at all on the 25 biggest spenders such as Dr. Pepper, Zappos, Nike, and many others. Most of these brands were actually only placed within Forbe’s most powerful brands list.
The image on the left depicts The Top Spenders in Advertisements today. This list not only shows the highest spenders but also the percentage of social engagement acquired after doing so. Comparing the figures provided within the image yielded extremely interesting results regarding the relations between spending vs engagement.
The graph on the right graphically correlates Media Spending and Engagement from the The Top Spenders in Advertisements seen above. This image segments these brands into four different industries of Food, Retail, Mobile, and Auto.
The graph shows a extremely vital correlation between money and popularity within social media. For instance, take a look at the mobile industry in the image on the right. A whopping 1.59 billion dollars is spent by AT&T for advertisements yet their engagement within social media is only a disappointing 14.1%. More social engagement insights on AT&T can be found on InfiniGraph Now, its competitor T-Mobile only spends roughly 773 million dollars for their advertisements and is able to have an impressive engagement of 49.9%. More details on T-Mobile‘s industry report can be found on InfiniGraph. A similar pattern can be found within the other three industries of Auto, Food, and Retail. The companies spending less money are able to gain a higher percentage of engagement with that particular target audience than those paying much much more.
To further emphasize the differences of Spending vs Engagement, we have another quick analysis below of the engagement of other top brands that can also be compared to the list of both the Forbe’s Most Powerful Brands as well as the Top 25 Spenders. For instance, Starbucks, a leading brand that is not only on both the Forbe’s Most Powerful Brands but also on the 50 states Infographic, is not located at all on the Top Spenders. Through our analysis, it is quite clear that Starbucks has a very high average amount of Facebook engagement comparatively to many of the other brands below that are spending much more money such as Walmart or Verizon proving content is the king. Get more info on Starbucks, Walmart, and Verizon!
Be sure to check out our individual analysis of each brand that we listed above in our Media Spending vs. Engagement above such as McDonald, Budweiser, Subway, Macy’s, JcPenny, Target, L’Oreal, Verizon, AT&T, T-Mobile, Sprint, Ford, Nissan, Honda, and Toyota.
Below, InfiniGraph added another quick analysis on the biggest brands mentioned above in the Top Spending Megabrands. Here, we can see which brands are doing the best comparatively in terms of social media engagement.
Now, we can track the real-time trends and obtain a real-time view of what’s trending within each brand. Click HERE to get more information and see who’s driving the engagement out of all these major brands and companies. Furthermore, every brand on the right side is clickable and you can see more in-depth as to the level and quality of content each company is putting forth that is going through their official Facebook and Twitters to justify the level of popularity they are receiving. This further emphasizes the idea of the declining role money now plays in obtaining social engagement.
So, why this huge discrepancy within these companies? As I have continually emphasized through the post, the differing quality of content all these companies push out.
A larger amount of money spent on advertisements does NOT equate with a larger engagement within their target audiences. Enough money spent towards meaningful and effective content is the sole method to engage the audience for the long-term. The most evident examples include Google, IBM, Coca-Cola, Microsoft, and Intel that are all found within Forbe’s most powerful brands but are not found at all within the list of big spenders. These specific companies are able to push out quality content by efficiently spending their money in the correct topics, content, and tools to best engage with their target audiences to create longevity.
(Credit: University of Massachusetts Dartmouth)
A bar graph comparing the percentages of social media usage in Fortune 500′s top companies. Look at the increasing usage of social media tools used today.
More specifically, looking at the graph above, successful companies are taking advantage of valuable social media tools to create engaging content. Of those Fortune 500 companies, 77% keep active Twitter accounts, 70% have a Facebook page, and 69% have YouTube accounts. All these stats are continually rising year by year. Connecting with Forbe’s Most Powerful Brands such as Google, Starbucks, Coca-Cola, Walt Disney, and more, these particular companies all carry a significant impact within today’s social media by producing huge Twitter and Facebook followings after feeding their target audiences intriguing content through blogs, tweets, and posts. Due to the popularity of these social media tactics, the most powerful brands and companies today are the ones skillfully leveraging these social media tools to generate the best content for the public.
With this in my mind, companies today should be much more mindful and careful of the quality of content being introduced to the audience. A smaller amount of money spent towards gearing and shaping the content correctly towards their audience’s needs is a much more successful tactic than those who spend a much larger amount on irrelevant content and tools as they gain relatively little engagement.
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