Here are the top social media sites compared side-by-side on user engagement
According to a Shareaholic study, “YouTube drives the most engaged traffic with an average 43.19 percent bounce rate, 2.99 pages per visit, and a 227.82 second visit duration.” This study tracked over 200,000 websites and 250 million users with social signals such as sharing, liking, tweeting, etc. With VentureBeat comparing Reddit and StumbleUpon traffic to “junk food” due to their over 70% bounce rate, it’s important to differentiate the user intent on each site.
Here are the results from the study in a side-by-side comparison:
If you’re focusing on just the traditional platforms such as Facebook and Twitter, it may be a good time to experiment with others such as Google+ and YouTube. There’s an immense amount of traffic just waiting for you to tap into, but that requires the understanding of the site-specific user intent, proper marketing mix, and strategy. For example, a Reddit user may want to just read your article and hit the back button to see other news items that are trending. Reddit users are mostly highly educated individuals who are addicted to the latest and greatest news. Selling to this demographic requires amazing content. When compared to YouTube users, it’s a whole different ballpark.
Those who go on YouTube know that they’re going to get one thing, videos – lots of videos. The YouTube experience is such that it persuades you to stay by offering you additional relevant video content. People who go on YouTube expect to be there for a bit, kind of like when you turn on the TV. You expect to be informed or entertained for a while, so you keep it on until you find something interesting. Same goes for YouTube.
To succeed in any social media campaign, you must understand your target demographic by analyzing their behaviors on their respective platform and pair that with a well-balanced content strategy that piques their interest.