Last Updated: December 21, 2022
With organic reach on social media platforms on the decline, marketers are wondering how to increase website traffic through social media. Not only this, there another question is whether using social media to drive website traffic still work?
The Relationship Between Website Traffic and Social Media
Digital marketer, Neil Patel, and his team did a study on how organic traffic from social media has changed over the years. Below are some key findings to keep in mind.
Key Findings
Average Number of Organic Monthly Visitors Generated Per 100 Followers
Analysis: Facebook is known to have the highest number of daily active users among all social media platforms. But, it is interesting to see that it does not drive as much organic traffic to the website as we had expected. Instead, Pinterest is the leader in terms of getting the most organic monthly visitors per 100 followers.
Wondering why Instagram is the worst performer when it comes to website traffic? That’s because the number of ways a person can share a clickable link on Instagram is limited. While users can mention a link in the caption of an organic post, that link will not be clickable. They only ways users can share a link that is clickable are:
- In the profile, under the bio
- As a story (this is only possible when you have 10,000+ followers)
- In a direct message
Take Away: The main takeaway is that if you are aiming for a higher organic click-through rate on social media, Facebook may not be the answer for your brand. Do consider other social media platforms over Facebook where more of your business’ target audience lies.
Relationship Between Post Frequency and Organic Traffic
Analysis: In an ideal case, this relationship should have been a linear one. But, as you can see in the graph below, it is not as linear as one would predict.
Take Away: What we can confer from this is that while posting on social media, a lot of posts will not mean a lot of traffic. That’s why content curators for a brand should focus on a few quality pieces rather than a lot of content pieces with lesser quality.
Read Also: Sure Shot Content Marketing Tactics to Get More Traffic
Organic Social Traffic Over Time
Analysis: Over the years, it has become harder and harder for digital marketing professionals who are using social media to drive website traffic. One of the key reasons behind this is the change in social media algorithms. The change has lead to a drop in organic reach in order to push brands to invest in paid advertisements on social media.
Take Away: With the drop in organic reach, it is even more important that brands post content that is highly relevant to their social media followers. This will help improve brand engagement and CTR of each individual social media post.
We hope that this article gave you a better idea of using social media to drive website traffic organically. Let us know if you found this article useful in the comment section below.
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