Social sharing is one of the major tools to give a shout these days and when you are in the business of marketing & promotion, it becomes inevitable. While Facebook Inc. (NASDAQ:FB) leads the pack of social sharing with 1.3 billion users, Google+ is constant closing the gap in the number of users and social sharing. However, the growing number of social users has forced Facebook to carry out various strategies that filters out comments, updates and posts based on various parameters, known as Edge Ranking. This has resulted in squeezed reach, especially for brands on Facebook. According to one of the earlier report, an update on Facebook brands page reaches to only 6% of the total fan base. This has led brands to explore more active avenues to reach more number of internet users and a majority of such brands have started turning towards Google+.
But do the strategies that worked on Facebook would replicate the magic on Google+ too. The short answer is No. When it comes to Google+ the book on best practices of Facebook marketing would only make you more disappointed with the results. So, how does a brand on Google+ ensure the greatest engagement with earn maximum +1s ?
CircleCount, one of the most promising suppliers of Google+ tools, have an appetite for lots of data. Using his extensive reach the company the data to get the answer of the most important question:
How to get the greatest amount of +1’s, comments and reshares, like other big brands on Google+ ?
To find the answer, CircleCount analysed 9 million posts from nearly 10,000 profiles on Google+ network. And derived the conclusion that on Google+ it’s not just important What to say, it’s equally, rather more, important How to say !
Brands must draft the text created especially for sharing and promotion. Such strategic text holds high probability to facilitate engagement, make users interact with the text they accustomed to interacting with and boost the visibility.
According to the data set of CircleCount, Like Facebook, Images are the main drivers of traffic and engagement on Google+. More than 50% of posts being shared on Google+ were photos, followed by Links and videos.
However, when it comes to engagement, Images and Text are leading the pack with distinctive margin. The findings concluded that on an average an image recorded 47 +1s, followed by Text posts with 28 and Video posts with 10 +1s.
When to comes to engaging users in the discussion, Images and Text emerge as the most favourite among users. On an average, each image post receives 31 comments, followed by Text with 28 and video with 6 comments.
However, users are found to be more inclined towards images when sharing it with their network. On an average, 52 people share an image post, while video remains the second most favourite among users with 15 shares.
This clearly shows that Google+ users are more fanatics about graphic representation of the content. Images are the sole driver of traffic, engagement and sharing on Google+ network. Compared to the average posts, posting images got 149% more +1s, 136% more comments and 133% more reshares.
In the study, it was also attempted to understand the effect of post length on engagement, reach and likeness among Google+ users. Unlike Facebook, posts on Google+ with more than 100 characters had a better engagement rate in comparison to the ones with lesser than 100 characters. This clearly attributes to the fact that users on Google+ are willing to educate themselves about the topic and its context. Image with more than 100 characters managed to earn 150 +1s, 32 comments and 13 reshares on an average. Unlike Images, Text posts with less than 100 characters got more +1s than those with more than 100 characters. The average number of comments on Text posts remained almost equal.
- Link Posts with less than 100 characters are bound to get less exposure on Google+
- The presentation of the message in an image format helps brands to accumulate the greatest number of comments, +1s and reshares. And, if shared with 100+ characters it could be the winning formula for Google+ marketers.
- If you are looking for engagement, but not the reach, Text post should be the adopted ones as it consumes less time to create as compared to image and link.