March marketing roundup: mobile, timing your social posts and the need for evergreen content

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Content marketing is continuously evolving and as marketers it’s important we stay on top of the latest industry developments. Here are some of the interesting marketing trends and statistics we’ve read this month.

Mobile devices make up 60% of all video views

According to Ooyala’s latest Global Video Index Report, mobile video views reached 60% globally in the final quarter of 2017, amassing 60.3% of all video stats.

This is a good reminder for content creators to consider the behaviours of audiences on mobile platforms and to create videos using a mobile-first approach.

The best times to post on social media

Social media scheduling platform Hootsuite analysed over 400 million posts from its users to put together a guide of the best times to post on social media channels.

According to Pew Research, 71% of Facebook users visit the platform every day. Despite the complex algorithm, the team at Hootsuite found that posts were likely to garner the most likes, shares and comments at the following times:

  • 12–3pm on Monday, Wednesday, Thursday and Friday
  • Weekends between 12pm and 1pm

Hootsuite found there is less engagement on Tuesdays but still recommend 12–3pm as the best time to post on that day.

Hootsuite analysed 60,000 tweets from its own account and found that for them the best time to post was also 12–3pm on a Monday–Friday. This is because B2B audiences tend to use Twitter like a digital newspaper. They scroll through content in their downtime or during a break at work. If you are a B2C organisation, however, you might be better off tweeting when your audience isn’t at work: before 9am, at noon and after 5pm.

It’s important to note that these are Hootsuite’s findings and they might not be as effective for your industry or content. We recommend testing what’s most effective for you.

Content trends 2018 – Go Evergreen

BuzzSumo published its content trends 2018 report. The key content findings are as follows:

  • Based on a sample of 100 million posts, social sharing has halved since 2015
  •  Referrals from social media channels have sharply declined, but Google now sends twice as many referrals to publishers
  • The reasons for the decline in social sharing include algorithm changes, increased competition and increased private sharing
  • The majority of content doesn’t receive backlinks but authoritative research and reference content continues to gain links. In particular, authoritative, evergreen content consistently gains shares and links over time.

These findings demonstrate the importance of investing in quality thought leadership content which builds your reputation as an authority and includes keywords relevant for your target audience.