How engagement trumps headlines: the election in social media

By examining the vanity stats, it becomes clear who really wins the social media contest.

President Donald J. Trump’s Twitter feed has been a major source of headlines for the past four years and is the sixth most viewed report on the platform since this month. But it obscures the real news, according to a new report from Socialbakers, the social media management, and measurement platform.

Biden game on Twitter. On the one hand, Biden’s previously slow Twitter presence gradually increased as he became a strong candidate for the Democratic nomination, peaking in August after being first on the ticket. In January, it was just 8.2% of Trump’s total monthly commitment. In August it was more than 50%.

More importantly, in September, Biden even surpassed Trump with an average of tweet interactions (104,000 vs. 103,000); in fact, Trump’s average interaction rate has been declining since June. This means that, with just 12% of Trump’s 87 million, Biden wins card game interactions. It’s also important to note that Biden fared much better than Hillary Clinton against Trump in the comparable months of 2016.

Yuval Ben-Itzhak, CEO of Social Bakers, confirmed, “Compared to Hillary Clinton in 2016, the key metrics for Biden’s Twitter profile in 2020 are much closer to Trump’s profile and show an upward trend of” this is true. we asked for. It’s up to him to compare Biden to former President Barack Obama over the past three months (Obama’s version is most followed on Twitter right now), and the results are significant.

“In recent months, Biden’s followers have grown very quickly, even compared to Obama. You will also see that Biden has also increased the volume of his tweets. We have been analyzing the conclusion for three months. Bottom Line: Biden’s Twitter feed may not be in the headlines, but it’s gaining a fast-growing audience at a pace that has only masked Trump and competed with Obama in recent weeks.

Trump wins on Facebook again. The downside to social media is Trump’s continued dominance over Facebook, not as a user, but as a ubiquitous presence. Trump’s positive headlines led to the three most compelling media reports on Facebook. As in 2016, the well-deserved media attention on Facebook is a valuable asset to the Trump campaign.

Ben-Itzhak said, “Trump’s obvious advantage over Facebook is still clear: Socialbakers data shows that while Trump-related headlines dominate Facebook and Twitter in terms of reach and engagement, Facebook is the platform on which Trump stands. Doing Facebook was totally a pro-Trump show and published by Fox News, but on Twitter, we can see that the top-performing media posts are all anti-Trump in the program.

Two Americas. It is also noteworthy that Socialbakers has been able to highlight the wide differences in media use between pro-Trump and pro-Biden social media users. “We use data directly from the Facebook and Twitter APIs to identify and target audiences based on their ‘preferred’ candidate,” explains Ben-Itzhak. We then break down each segment to identify patterns and similarities in their habits when it comes to different types and sources of content. The report’s findings reveal significant differences in media consumption by Biden and Trump supporters. with their respective political affiliations.

Trump and Biden’s supporters have only one medium in common when looking at their ten most visited stores: The Associated Press. In addition, based on these statistics, the two target groups live in different media worlds. Trump supporters prefer One America News, Fox News, and Breitbart News; Biden fans flock to the New York Times, the Washington Post, and CNN. Of course, for users like Trump or Biden supporters, this can be clearly identified by their social media activity – it may not reflect the general population.

Because we care.

The reasons for the election are many, but that is not what we are discussing here. From the perspective of social media marketing and an influential marketing team, emphasize the importance of going beyond absurd numbers, such as fan count, to figure out what content your audience is really engaging with.

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