I thought it would be interesting to analyze the Google+ Muppets page to see if I could learn what types of posts received more engagement than others.
I was curious if videos, pictures, hangouts, text, or outbound links received more or less engagement.
As I started to analyze the posts, I realized quickly that there are too many factors that make this study completely unscientific.
I couldn’t take into account outside promotion, shares from popular people, time-of-day, day-of-week, number of posts within a certain time-frame, or even have enough data to work with.
That said, I still wanted to quantify comments, +1s, and shares – and then study average engagement by post type — just to see if anything could be learned.
And here is what I found …
As of today, The Muppets are followed by 34,239+ people with the following engagement stats per post:
- 53 comments
- 67 shares
- 218 +1s
Average engagement counts source: CircleCount.com – The Muppets
I apologize in advance for turning this blog post into a research paper, but it seems the best way to organize my weak methodology and analysis.
This quantitative analysis became a much more time-consuming project than I originally thought. I literally counted all comments, +1s, and shares by post. I then categorized these posts by media type (e.g. picture, video, hangouts, outbound link, text only). I then added all counts and figured out averages by media type. Due to my limited data set, I thought it was appropriate to only report the differences in engagement between videos and picture posts.*
Here are the results showing how videos received more comments, +1s, and shares on average:
You could have already guessed that videos outperform pictures on this page, but now you at least have some concrete data to prove it. Also note the surprising difference in the average counts of comments on videos vs pictures (299 vs. 53). And if I were to count all comments and +1s from everyone who shared, the engagement would be even higher for video posts.
This doesn’t mean that videos will outperform pictures on other pages. The Muppets page is a humor/entertainment page – and dedicated to promoting a movie. So movie clips and video should be potentially more engaging than a picture.
As mentioned above, I couldn’t take into account outside promotion, shares from popular people, time-of-day, day-of-week, number of posts within a certain time-frame, or even have enough data in one month. There are also less videos than pictures, so that makes the data unbalanced here. A few times, The Muppets posted a series of pictures within one day (and engagement counts got spread across multiple pictures during that time). So just want you to keep these limitations in mind.
As you can see, The Muppets brand page provides a good example of how videos seem to draw in more engagement from people than pictures. This doesn’t mean that adding videos into your stream will produce the same results. Ultimately, you should provide content that your audience will find valuable and interesting – and it’s worthwhile to spice up your stream with all types of media (video, news links, text posts, pictures, photo galleries, etc) to help your audience engage with you.
So here are some takeaways for page admins . . .
- Track performance of your own posts by media type (e.g. video, picture, text, hangout, links)
- Track performance of post content: humor, instructional, industry-relevant, news
- Add all types of posts into your stream to find out what your audience enjoys more
- Post a variety of media — and don’t get stuck with just text updates (or links to your own site)
- Track your circle counts along with daily post engagement to see if there are correlations
*Data is limited since there isn’t a balance of post types. Over 90% of posts were either pictures or videos. There is one news article posted on 11/20, a hangout session on 11/7, and text only update on 11/29. Hopefully, in time we have more data across different media types to learn more.