popsters - social media content analytics tool - russian … · 2019-12-02 · popsters...
TRANSCRIPT
Russian-speaking Users ofSocial Media’s Activity Report
Researching of activityrussian-speaking usersrelatively different types of contentin Social Media for 2018
Based on Popsters.us data
Methodology
The research is based on 460 million social
media posts by 580 thousands different
pages were analyzed by our users in 7
social media’s for 2018:
VK, Facebook, OK, Instagram, Twitter,
Telegram и YouTube.
Unrepresentative data were excluded
from the final calculation
§Relative Activity by Days of Week
1§
Methodology I
Average activity of published posts at specific day of week
Total of activity (reactions, shares, comments)
at specific day of week
Count of posts such type=
Percent of activity onaverage published posts atspecific day of week
Average activity of published posts
at specific day of week
Total of average activities of posts by all
days of week
= × 100 %
Relative Activity by Days of Week§1
Methodology II
Aggregation of data bydifferent pages
Total data by all analyzes at specific
time
Count of nonzero values=
Equalization of percentvalues accounting nonzerovalues
Average value for each day of week
Total of all average values=
Relative Activity by Days of Week§1
§1
12 %
13 %
14 %
15 %
VKRelative Activity by Days of Week
Mon Tue Wed Thu Fri Sat Sun
14,7
14,3 14,3 14,3 14,3
13,8
14,2
6
12 %
13 %
14 %
15 %
FacebookRelative Activity by Days of Week§1
14,4
14,2 14,2 14,214,3
14,1
14,3
Mon Tue Wed Thu Fri Sat Sun
7
OKRelative Activity by Days of Week
12 %
13 %
14 %
15 %
§1
14,6
13,9
14,3
14,1 14,1 14,114,2
Mon Tue Wed Thu Fri Sat Sun
8
InstagramRelative Activity by Days of Week
13 %
14 %
15 %
§1
14,314,2 14,2 14,2 14,2
14,1
14,4
Mon Tue Wed Thu Fri Sat Sun
9
TwitterRelative Activity by Days of Week
12 %
13 %
14 %
15 %
§1
14,5
13,9 13,9
13,7 13,7
14,3
14,6
Mon Tue Wed Thu Fri Sat Sun
10
TelegramRelative Activity by Days of Week
13 %
14 %
15 %
§1
14,1
14,3
14,2
14,3
14,2
14,7
14,2
Mon Tue Wed Thu Fri Sat Sun
12
YouTubeRelative Activity by Days of Week
10 %
15 %
§1
14,1
14,4
13,9
14,214,3 14,3
14,6
Mon Tue Wed Thu Fri Sat Sun
11
Average by All Social Media’sRelative Activity by Days of Week
12 %
13 %
14 %
15 %
§1
14,4
14,214,1
14,2 14,2 14,2
14,5
Mon Tue Wed Thu Fri Sat Sun
13
1§Relative Activity
by Hours of Day
2
Methodology I
Average activity ofpublished posts at specifichour of day
Total of activity (reactions, shares, comments)
at specific day of week
Total of average activities of posts by all hours of day=
Percent of activity onaverage published posts athour of day
Average activity of published posts
at specific hour of day
Total of average activities of posts by all hours of
day
= × 100 %
Relative Activity by Hours of Day§2
Methodology II
Aggregation of data bydifferent pages
Total data by all analyzes at specific
time
Count of nonzero values=
Equalization of percentvalues accounting nonzerovalues
Average value for each hour of day
Total of all average values=
Relative Activity by Hours of Day§2
VKRelative Activity by Hours of Day
3 %
4 %
5 %
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§2 17
2 %
3 %
4 %
5 %
FacebookRelative Activity by Hours of Day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§2 18
2 %
3 %
4 %
5 %
OKRelative Activity by Hours of Day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§2 19
2 %
3 %
4 %
5 %
InstagramRelative Activity by Hours of Day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§2 20
1 %
2 %
3 %
4 %
5 %
TwitterRelative Activity by Hours of Day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§2 21
0 %
5 %
YouTubeRelative Activity by Hours of Day§2
1 %
2 %
3 %
4 %
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
22
2 %
3 %
4 %
5 %
6 %
TelegramRelative Activity by Hours of Day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§2 23
0 %
1 %
2 %
3 %
4 %
5 %
Average by All Social Media’sRelative Activity by Hours of Day
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§2 24
§3Relative Activityby Text Length in Posts
Methodology IRelative Activity by Text Length in Posts§3
Popsters automatically categorizes all posts
on 3 types:
Short lengthup to 160 symbols
Mediumlength160…1 000
symbols
Long lengthfrom 1 000 symbols
26
Methodology II
Average activity of postswith text specific length
Total activities of posts with text specific length
Count of posts such type=
Relative average activity ofposts such type
Average activity of posts with text specific length
Total of all average values by all types= × 100 %
Relative Activity by Text Length in Posts§3 27
Methodology III
Aggregation of data by different pages
Total data by all analyzes of activity by text length
Count of nonzero values=
Equalization of percentvalues accounting nonzerovalues
Average value of each type
Total of all average values=
Relative Activity by Text Length in Posts§3
Relative Activity by Text Length in Posts
20 %
25 %
30 %
35 %
40 %
VK
Short Medium Long
§3 29
20 %
25 %
30 %
35 %
40 %
Relative Activity by Text Length in Posts
Short Medium Long
§3 30
20 %
25 %
30 %
35 %
40 %
Relative Activity by Text Length in Posts
OK
Short Medium Long
§3 31
20 %
25 %
30 %
35 %
40 %
Relative Activity by Text Length in Posts
Short Medium Long
§3 32
15 %
20 %
25 %
30 %
35 %
40 %
45 %
Relative Activity by Text Length in Posts
YouTube
Short Medium Long
§3 33
20 %
25 %
30 %
35 %
40 %
Relative Activity by Text Length in Posts
Telegram
Short Medium Long
§3 34
25 %
30 %
35 %
40 %
Relative Activity by Text Length in Posts
Average by All Social Media’s
Short Medium Long
§3 35
Relative Activity by Text Length in Posts
VK
3 %
4 %
5 %
6 %
Mon Tue Wed Thu Fri Sat Sun
§3
Short
Medium
Long
36
Relative Activity by Text Length in Posts
3 %
4 %
5 %
6 %
Mon Tue Wed Thu Fri Sat Sun
§3
ShortMedium
Long
37
Relative Activity by Text Length in Posts
OK
3 %
5 %
6 %
7 %
Mon Tue Wed Thu Fri Sat Sun
§3
Short
MediumLong
38
4 %
Relative Activity by Text Length in Posts
3 %
4 %
5 %
6 %
Mon Tue Wed Thu Fri Sat Sun
§3
Short
Medium
Long
39
Relative Activity by Text Length in Posts
YouTube
1 %
5 %
6 %
8 %
Mon Tue Wed Thu Fri Sat Sun
§3
Short
Medium
Long
40
4 %
7 %
3 %
2 %
Relative Activity by Text Length in Posts
Telegram
3 %
4 %
5 %
6 %
Mon Tue Wed Thu Fri Sat Sun
§3
Short
Medium
Long
41
Relative Activity by Text Length in Posts
Average for all Social Media’sby Days of Week
3 %
4 %
5 %
6 %
Mon Tue Wed Thu Fri Sat Sun
§3
Short
Medium
Long
42
Average for all Social Media’sby Hours of Day
Relative Activity by Text Length in Posts
1,0 %
1,4 %
1,6 %
1,8 %
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
§3 43
1,2 %
Short
Medium
Long
§Relative Activityby Attachments in Posts
4
Methodology IRelative Activity by Attachments in Posts§4
Popsters automatically categorizes all posts
on 4 types by attachments:
Text Pics LinkVideo
Methodology II
Average activity of postswith specific attachments
Total activities of posts with specific
attachments
Count of posts such type=
Relative average activity ofposts such type
Average activity of posts with specific
Total of all average values by all types= × 100 %
Presence a few different types of
attachments in a one post counted
as a few different posts
Relative Activity by Attachments in Posts§4
Methodology III
Aggregation of data by different pages
Total data by all analyzes of activity by
Attachments in Posts
Count of nonzero values=
Equalization of percentvalues accounting nonzerovalues
Average value of each type
Total of all average values=
Relative Activity by Attachments in Posts§4
15 %
20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
VK
Text Pics Video Link
48
15 %
20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Facebook§4
40 %
Text Pics Video Link
49
10 %
20 %
30 %
40 %
Relative Activity by Attachments in Posts
OK§4
Text Pics Video Link
50
15 %
20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Text Pics Video Link
§4 51
15 %
20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Text Pics Video Link
§4 52
15 %
20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Telegram
Text Pics Video Link
§4 53
15 %
20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Average by All Social Media’s
Text Pics Video Link
§4 54
§5Average Engagement Rateof Pages by Count of Followers
Methodology IAverage Engagement Rate of Pages by Count of Followers§5
ER(Engagement Rate) is a metric that demonstrates
the percentage of followers that reacted, shared
or commented on posts of the page. It shows
how much people interact with the content.
For each page Popsters calculates two
types of ER metric:
in terms of the average post
& in terms of the average day
trackmaven.com/marketing-dictionary/engagement-rate/
socialbakers.com/blog/1427-engagement-rate-a-metric-you-can-count-on
References:
Methodology IIAverage Engagement Rate of Pages by Count of Followers§5
ERpost
Total of all reactions for analyzing period
(likes, shares, comments, reactions for Facebook)
Count of posts such type Count of Followers
on the date
=×
× 100 %
ERday
Total of all reactions for analyzing period
(likes, shares, comments, reactions for Facebook)
Count of days
in analyzing period
Count of Followers
on the date
=×
× 100 %
Methodology IIIAverage Engagement Rate of Pages by Count of Followers§5We categorized pages by 8
categories depending on
count of followers:
> 1 000 000
> 500 000
> 200 000
> 100 000
> 50 000
> 20 000
> 10 000
> 1 000
> 1 000
> 10 000
> 20 000
> 50 000
> 100 000
> 200 000
> 500 000> 1 000 000
0 100 000 200 000 300 000 400 000 500 000 600 000 700 000 800 000 900 000 1 000 000
VKAverage Engagement Rate of Pages by Count of Followers§5
> 1000k
500k-1000k
200k-500k
100k-200k
50k-100k
20k-50k
10k-20k
1k-10k
0,15%
0,19%
0,20%
0,20%
0,23%
0,29%
0,36%
0,90%
3,50%
3,10%
2,66%
2,18%
1,81%
1,42%
1,19%
1,47%
23
16
13
11
8
5
3
2
ERpost ERdayAverage countof posts at dayFollowers 0 1 2 3 4 5
ERpost ERday
5
59
FacebookAverage Engagement Rate of Pages by Count of Followers§5
> 1000k
500k-1000k
200k-500k
100k-200k
50k-100k
20k-50k
10k-20k
1k-10k
0,09%
0,12%
0,15%
0,18%
0,30%
0,51%
0,74%
1,23%
0,65%
1,20%
1,37%
1,16%
1,07%
0,81%
0,88%
1,00%
7
10
9
6
4
2
1
1
ERpost ERdayAverage countof posts at dayFollowers
ERpost ERday
01 1 2
60
OKAverage Engagement Rate of Pages by Count of Followers§5
> 1000k
500k-1000k
200k-500k
100k-200k
50k-100k
20k-50k
10k-20k
0,14%
0,13%
0,18%
0,15%
0,26%
0,25%
0,38%
1,77%
1,85%
1,89%
1,35%
1,34%
0,95%
1,12%
12
14
11
9
5
4
3
ERpost ERdayAverage countof posts at dayFollowers 00,5 1 2
ERpost ERday
61
InstagramAverage Engagement Rate of Pages by Count of Followers§5
> 1000k
500k-1000k
200k-500k
100k-200k
50k-100k
20k-50k
10k-20k
1k-10k
2,04%
1,96%
2,32%
2,36%
2,10%
2,24%
2,86%
4,30%
3,49%
3,26%
3,73%
3,33%
3,02%
2,80%
2,47%
3,09%
2
2
2
1
1
1
1
1
ERpost ERdayAverage countof posts at dayFollowers 04 3 2 1 1 2 3 4 5 6
ERpost ERday
62
TwitterAverage Engagement Rate of Pages by Count of Followers§5
> 1000k
500k-1000k
200k-500k
100k-200k
50k-100k
20k-50k
10k-20k
1k-10k
0,83%
0,20%
0,50%
1,44%
0,64%
1,88%
2,96%
14,01%
2,20%
1,81%
3,70%
4,76%
1,82%
5,97%
24,80%
133,37%
3
9
7
3
3
3
8
10
ERpost ERdayAverage countFollowers of posts at dayFollowers
ERpost ERday
010 50 100
63
§
ERdayERpost
YouTubeAverage Engagement Rate of Pages by Count of Followers§5
1000k+
500k-1000k
200k-500k
100k-200k
50k-100k
20k-50k
10k-20k
1k-10k
2,73%
2,54%
3,22%
2,79%
3,84%
2,88%
3,90%
7,51%
0,70%
0,56%
0,63%
0,57%
0,68%
0,57%
0,78%
1,43%
ERpost ERdayFollowers 05 0.5 1
64
10
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