One of our biggest pet peeves with social media is that every marketing company publishes guides to “best practices.” And that’s a problem because most of their data is based on anecdotal evidence. It’s the kind of evidence that would scare real scientific researchers.
But good news. The social media company, Agorapulse, started actually using the scientific method for social media experiments. Yep, they create hypotheses, test them with adequate sample sizes, use control groups, etc. etc. And best of all? They publish all of that data on their blog.
It’s one of our favorite marketing blogs and one we’ve featured in the Daily a few times. But now it gets even better. One of our favorite podcasts—Social Pros—interviewed one of the marketers behind Agorapulse’s blog.
We’ve got what you need to know in today’s Listen. The fun starts at 04:40.
- (06:37) Agorapulse publishes a blog called the Social Media Lab, and it’s just that—a lab. It’s where they experiment and document all sorts of wild social media hypotheses.
- (08:10) They do 3-4 organic experiments and 1 paid experiment each week. The results are published regardless of success or failure.
- (14:51) In one test, they found that on average using an Instagram carousel decreases your number of likes by 25%.
- (16:55) They’re going to start doing more experiments with video (we’ll have some of their results in the Daily Carnage).
- (17:50) One of their early video findings is that only about 18% of people turn the sound on for Facebook Live videos.
- (22:58) Social media is different for every company so test things yourself. Take an Agorapulse experiment and run it at your company.
- (25:07) Don’t forget that your social media followers are not just your fans, they can also be a focus group.
- (31:55) Test this for yourself, but Agorapulse doesn’t see any benefit for brands on Snapchat.
More insight from Agorapulse in today’s Listen, and don’t forget to check out their Social Media Lab right here.