06.09.23

These Types of Social Media Posts Are Most Engaging: Study

by: Michael S. Fischer

A new study from Hearsay Systems aggregating data from 100 leading global financial services firms and their cumulative 225,000 advisors and agents who used the Hearsay platform in 2022 found a 23% increase in overall social media engagement across all channels, content types and lines of business since 2020. The analysis showed that in 2022, the percentage of original content rose from 3.9% to 6.6%. Original content connected best with social contacts, generating engagement rates that average 3.7, compared with an average engagement rate of 0.4 on unmodified posts. LinkedIn hosted 51% of all posts in 2022 and Facebook 40%, making them the most actively used networks last year. Instagram proved to be the most engaging, with an average engagement rate of 1.6.

Read the full article on Think Advisor