What do you get when you analyze 220,000 pieces of social media content over a period of six months? A lot of insights, that’s what.
In some ways, the study reveals a great deal about what people will share in social. In other ways, it confirmed what we’ve known for some time: that social media engagement is a fickle beast.
Here are a few of the insights gleaned from the study:
- Content types’ performance differed by month (fickle!) and based on the industry
- Evergreen content, including what the study’s authors call “why-posts,” consistently earn the highest number of shares
- Risky formats, which the authors say include “what-posts,” can garner big numbers in shares, but they can also fail entirely
Check out the full infographic below to get a better understanding of the findings. (Click here for a larger image.)