Researching of activity russian-speaking users relatively different types of content in Social Media for 2016. Report based on data of activity in VK, Facebook, Instagram, YouTube, Twitter and OK social media's/ Based on https://popsters.us/ data

1. Russian-speaking Users of
Social Media’s Activity Report
Researching of activity
russian-speaking users
relatively different types of content
in Social Media for 2016
Based on Popsters.us data

2. Methodology
The research is based on 25 million social
media posts by 17 thousands different
pages were analyzed by our users in 6
social media’s for 2016:
Facebook, VK, OK, Instagram, Twitter и
YouTube.
Unrepresentative data were excluded
from the final calculation
2

3. §Relative Activity
by Days of Week
1

4. 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 on
average published posts at
specific 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 4

5. Methology II
Aggregation of data by
different pages
Total data by all analyzes at specific
time
Count of nonzero values
=
Equalization of percent
values accounting nonzero
values
Average value for each day of week
Total of all average values
=
Relative Activity by Days of Week
§1 5

6. §1
13 %
14 %
15 %
VK
Relative Activity by Days of Week
Mon Tue Wed Thu Fri Sat Sun
14,8
14,6
14,3
14,1
14,4
14,3
13,5
6

7. 13 %
14 %
15 %
16 %
Facebook
Relative Activity by Days of Week
§1
14,8
15,5
13,7
14
13,9
14,3
13,7
Mon Tue Wed Thu Fri Sat Sun
7

8. OK
Relative Activity by Days of Week
13 %
14 %
15 %
§1
14,6
15
14,1
14,4
14,5
13,6
13,7
Mon Tue Wed Thu Fri Sat Sun
8

9. Instagram
Relative Activity by Days of Week
14 %
15 %
§1
14,5
14,3
144
14,2
14,1 14,1
14,3
Mon Tue Wed Thu Fri Sat Sun
9

10. Twitter
Relative Activity by Days of Week
11 %
12 %
13 %
14 %
15 %
16 %
§1
11,9
13,7
14,6
14,9
14,1
15,4 15,3
Mon Tue Wed Thu Fri Sat Sun
10

11. YouTube
Relative Activity by Days of Week
10 %
15 %
20 %
§1
10,2
17,7
15,8
19,7
11,2
16,6
8,8
Mon Tue Wed Thu Fri Sat Sun
11

12. Average by All Social Media’s
Relative Activity by Days of Week
13 %
14 %
15 %
16 %
§1
14,4
15
14,4
14,3
14,4
14,3
13,2
Mon Tue Wed Thu Fri Sat Sun
12

13. §Relative Activity
by Hours of Day
2

14. Methodology I
Average activity of
published posts at specific
hour 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 on
average published posts at
hour 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 14

15. Methodology II
Aggregation of data by
different pages
Total data by all analyzes at specific
time
Count of nonzero values
=
Equalization of percent
values accounting nonzero
values
Average value for each hour of day
Total of all average values
=
Relative Activity by Hours of Day
§2 15

16. VK
Relative 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 16

17. 3 %
4 %
5 %
Facebook
Relative 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 17

18. 3 %
4 %
5 %
6 %
OK
Relative 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

19. 3 %
4 %
5 %
Instagram
Relative 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

20. 2 %
3 %
4 %
5 %
6 %
7 %
8 %
9 %
Twitter
Relative 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

21. 5 %
10 %
YouTube
Relative 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

22. 1 %
2 %
3 %
4 %
5 %
6 %
Average by All Social Media’s
Relative 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 22

23. §Relative Activity
by Text Length in Posts
3

24. Methodology I
Relative Activity by Text Length in Posts
§3
Popsters automatically categorizes all posts
on 3 types:
Short length
up to 160 symbols
Medium
length
160…1 000
symbols
Long length
from 1 000 symbols
24

25. Methodology II
Average activity of posts
with text specific length
Total activities of posts with text specific length
Count of posts such type
=
Relative average activity of
posts 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 25

26. Methodology III
Aggregation of data by
different pages
Total data by all analyzes of activity by text length
Count of nonzero values
=
Equalization of percent
values accounting nonzero
values
Average value of each type
Total of all average values
=
Relative Activity by Text Length in Posts
§3 26

27. Relative Activity by Text Length in Posts
Average for all Social Media’s
by Days of Week
4 %
5 %
6 %
Mon Tue Wed Thu Fri Sat Sun
§3
Short
Medium
Long
27

28. Relative Activity by Text Length in Posts
25 %
30 %
35 %
40 %
VK
Short Medium Long
§3 28

29. 25 %
30 %
35 %
40 %
Relative Activity by Text Length in Posts
Facebook
§3
Short Medium Long
29

30. 25 %
30 %
35 %
40 %
Relative Activity by Text Length in Posts
Instagram
§3
Short Medium Long
30

31. 20 %
25 %
30 %
35 %
40 %
45 %
Relative Activity by Text Length in Posts
YouTube
§3
Short Medium Long
31

32. 30 %
35 %
40 %
Relative Activity by Text Length in Posts
Average by All Social Media’s
§3
Short Medium Long
32

33. §Relative Activity
by Attachments in Posts
4

34. Methodology I
Relative Activity by Attachments in Posts
§4
Popsters automatically categorizes all posts
on 4 types by attachments:
Text Pics LinkVideo
34

35. Methodology II
Average activity of posts
with specific attachments
Total activities of posts with specific
attachments
Count of posts such type
=
Relative average activity of
posts such type
Average activity of posts with specific attachments
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 35

36. 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 percent
values accounting nonzero
values
Average value of each type
Total of all average values
=
Relative Activity by Attachments in Posts
§4 36

37. 20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
VK
§4
Text Pic Video Link
37

38. 20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Facebook
§4
Text Pic Video Link
38

39. 20 %
30 %
40 %
50 %
60 %
Relative Activity by Attachments in Posts
OK
§4
Pic Video Link
39

40. 20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Instagram
§4
Text Pic Video Link
40

41. 20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Twitter
§4
Text Pic Video Link
41

42. 20 %
25 %
30 %
35 %
Relative Activity by Attachments in Posts
Average by All Social Media’s
Text Pic Video Link
§4 42

43. §5
Average Engagement Rate
of Pages by Count of Followers

44. Methodology I
Average 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:
44

45. Methodology II
Average 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
spesific 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 %
45

46. Methodology III
Average Engagement Rate of Pages by Count of Followers
§5
We 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
From the final report were excluded
data about Twitter and YouTube pages
by reason great diversity of pages on
the frequency of posts
> 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
46

47. VK
Average Engagement Rate of Pages by Count of Followers
§5
> 1 000 000
> 500 000
> 200 000
> 100 000
> 50 000
> 20 000
> 10 000
> 1 000
0,19 %
0,16 %
0,21 %
0,23 %
0,32 %
0,37 %
0,38 %
0,84 %
4,92 %
3,69 %
3,93 %
2,94 %
3,48 %
1,98 %
1,75 %
2,26 %
26
22
16
13
11
5
5
3
ERpost ERday
Average count
of posts at dayFollowers 01 1 2 3 4 5
47

48. Facebook
Average Engagement Rate of Pages by Count of Followers
§5
> 1 000 000
> 500 000
> 200 000
> 100 000
> 50 000
> 20 000
> 10 000
> 1 000
0,15 %
0,16 %
0,21 %
0,49 %
0,95 %
0,44 %
0,52 %
0,80 %
1,06 %
2,21 %
2,17 %
1,95 %
3,09 %
1,04 %
1,22 %
0,73 %
7
14
10
4
3
2
2
1
ERpost ERday
Average count
of posts at dayFollowers
ERpost ERday
01 1 2 3
48

49. OK
Average Engagement Rate of Pages by Count of Followers
§5
> 1 000 000
> 500 000
> 200 000
> 100 000
> 50 000
> 20 000
> 10 000
> 1 000
0,22 %
0,71 %
0,32 %
0,59 %
0,27 %
0,43 %
0,61 %
1,09 %
3,10 %
15,14 %
3,39 %
15,15 %
4,68 %
2,38 %
2,46 %
1,79 %
14
21
10
26
18
6
4
2
ERpost ERday
Average count
of posts at dayFollowers 01 5 10 15
ERpost ERday
49

50. Instagram
Average Engagement Rate of Pages by Count of Followers
§5
> 1 000 000
> 500 000
> 200 000
> 100 000
> 50 000
> 20 000
> 10 000
> 1 000
2,11 %
2,24 %
2,07 %
2,21 %
2,34 %
2,35 %
1,70 %
3,97 %
4,15 %
5,86 %
3,89 %
3,81 %
3,24 %
2,97 %
1,92 %
3,27 %
2
3
2
2
1
1
1
1
ERpost ERday
Average count
of posts at dayFollowers 04 3 2 1 1 2 3 4 5 6
ERpost ERday
50

51. https://popsters.us