Study: Consumers engage with only half of brand content

An article, video or picture might get likes and comments, but it doesn’t always lead to traffic, conversions or revenue. 

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According to one study, the answer is a resounding “somewhat.”

In its “Content Engagement Report,” BrightEdge looked at one key stat that marketers go to in order to understand how their content is performing: engagement.

But BrightEdge doesn’t see engagement with content as likes, comments and shares. In the report, it looks at traffic, conversions and revenue.

According to the study:

For B2C industries, consumers only engage with 20 percent of content on average. For B2B, average engagement is higher at 50 percent of content. Engagement rates vary across specific industries, but hover between 33 and 50 percent of content overall.

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