Report: Marketer Content Tripled in Past Year, but Engagement With It Stayed Flat
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Marketers have dramatically increased the content they churned out in the past year, but people aren’t paying any more attention to it, according to an analysis of $16 billion in client spending by marketing analytics and software firm Beckon.
In a report to be released during an Advertising Week presentation Wednesday, Beckon said clients tripled the pieces of marketing content they churned out in the past 12 months — encompassing video and images circulated both in paid and unpaid media. Yet aggregate consumer engagement — such things as likes, comments, and shares — with that content remained flat.
Just 5% of content generated 90% of consumer interactions, according to Beckon. “In other words, 19 of 20 pieces of content pieces get little to no engagement,” the report concludes.
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