Facebook still favourite with most global brands: Study

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IANS | 25 May, 2015
Majority of global brands still prefer Facebook over other platforms, reveals a new study.

Social media analytics provider Quintly, that studied some 50,000 users of its platform and examined the data by country, found that the majority of brands are still Facebook-focused, adweek.com reported.

"This study helps to understand which countries are interested in which networks the most, and consequently improves marketers' intercultural understanding," a Quintly statement said.

The top countries by usage for each network were France for Facebook, the United Arab Emirates for Twitter, Indonesia for Instagram and Singapore for YouTube.

Interesting differences are noticeable, for example, that Facebook is tracked the most in France, whereas 30 percentage points less track the mother of all networks in Indonesia.

In the Southeast-Asian island state, Instagram seems to be a "big thing" with 18 percent (average 10 percent). In Argentina, just Facebook and Twitter seem to be important for the analysed companies.

It emerged that companies rely heavily on Facebook and perhaps too little on Instagram, especially considering the high interaction rates on the photo-sharing platform.

Thus, brands might miss opportunities in reaching their target audience when focusing on one network, which is Facebook.

"Using these numbers as a foundation, we can assume which networks are relevant for marketers and which are not highly relevant for social strategies in companies.

"This may have many factors such as a lack of reach or (still) low relevance for businesses," digital public-relations manager Julian Gottke said in a blog post.