Nathan Henneken, Julia van der Veen

Social Media Report November 2020

General information about Instagram and Facebook: statistics, demographics, likes and followers

Instagram

As of monday 23 November 2020, the Mediamatic Instagram account has 10.142 followers, gaining 169 in the last month. The engagement rate (amount of engagement divided by amount of followers) for the last 20 pictures posted is 0.56%. Googling around shows that the average engagement rate lies between 1 and 3%.

Demographics

The followers on Instagram are 73% women and 27% men. As for their age, 48% belongs to the group 25-34, whereas 26% is between 35 and 44. This accounts for 74% of all followers.

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Demographics of instagram followers 11-2020 -

 

Location

47% In the Netherlands
28% In Amsterdam

 

Well performing posts

Below is a selection of the top performing posts in 2020 so far. Besides the first post about the Serres Séparées, which is the post with the most engagement, I excluded other posts about the Serres. Most of them did really well too but this should come as no surprise.

It can be noticed from these top posts that they are intriguing. They arouse interest by telling a story, or by shining light on unusual subjects. The same can be concluded when looking at the top posts in the last 3 months. For example, posts about mycelium are doing well, most notably the plant pots, and the post about wrapping a dead body in mycelium. Another example is the post about the sculpted textile in the Mediamatic bathrooms. Highlighting the unusual bits and pieces that make Mediamatic different generate attention, and is also a good form of content that isn't trying to "sell" something. 

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Top Instagram post 2020 -

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Top Instagram post 2 - 2020 -

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Top Instagram post 3 - 2020 -

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Top Instagram post 4 - 2020 -

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Top instagram post 5 - 2020 -

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Top Instagram post 6 - 2020 -

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Top Instagram post 7 -

Facebook

As of Monday 23 November 2020, the Mediamatic Facebook page has 19.984 followers and 18.763 likes.

Demographics

The Facebook page's follower base consists of 65% women and 33% men. 68% of the followers are between the ages of 25 and 44.

Most are from the Netherlands, and within the Netherlands, most are from Amsterdam, as is visible in the image below.

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Demographics of facebook -

Well performing posts

For Facebook, engagement and reach is generally much lower, even though the account has almost twice as many followers as on Instagram. The amount of engagement and reach a post gets depends a lot on the type of content we post. As is visible in the picture below, regular posts with pictures get the most reach and engagement. On the other hand, if we share events of our upcoming workshops, they structurally get way less reach and engagement. For some reason, Facebook shows the events to way less people than 'picture posts'.

Again, we can see that posts that incorporate a story or interesting object, such as the sculpted textile in the bathroom, get a lot of attention. Aside from an open job offer, it is our most viewed and engaged with post in the last 3 months. It might be an idea to start incorporating links into regular Facebook posts, aside from sharing events about workshops, since they get 3 to 4 times more reach than event shares.

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Insights of Facebook posts -

Even though the engagement might seem very low and not worthwile, Facebook's potential should not be overlooked. According to Google Analytics, since January 2020, 35.000 people visited the Mediamatic website via social media. Of these people, 18.000 came from Facebook, whereas only 3.000 came from Instagram. Interestingly, Pinterest sits in between, as almost 8500 people came from this medium.

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Google Analytics of social media referrals -