A recent report by Beckon revealed that the average amount of image and video content that brand managers created and posted tripled over the past year.
However, the report also showed that 90 percent of consumer engagement was engendered by only 5 percent of branded content.
“In other words, 19 out of 20 content pieces get little to no engagement,” the report states.
Advertising Age was the first to share the report’s findings, and wrote:
Beckon clients from which the data is drawn include Coca-Cola Co., Gap, Microsoft, HP, Stubhub, Reebok, Convserse and NBC Universo. Beckon builds data collection and analytics systems for marketers, and the report aggregates data from across the firm’s client base.