Content Marketing

10 Social Media Insights You Need to Know

In the constantly evolving social media landscape, technology is quickly becoming the cornerstone of property marketing, with today’s marketing teams needing to add yet another string to their bow. There’s a plethora of opinions on what social platforms you need, how much content to create, who should be targeted, how often and how much to spend.


The social media landscape in Australia is evolving rapidly and we’re all trying to keep up. One report we look forward to reading every year is the Sensis Social Media Report, where 800 Australian consumers and 1,100 Australian businesses share how their social media channels are being used. Here are our top 10 take-outs from the Sensis Social Media Report 2017:


  1. Having overtaken laptops, smartphones are still the most popular device owned by consumers, and this obsession drove more people onto the internet more than ever. Eighty-one percent of internet users in Australia access their social media account on a smartphone.

  2. Social networking sites are visited by 79% of internet users and 59% access them every day. The most popular social media platform is still Facebook, with 94% of users. Instagram follows with 46% and Snapchat with 40%.

  3. The average time spent on Facebook is 23 minutes, which is the same as the previous year. But in the case of Twitter, the number is up from 23 to 28 minutes. The same happened with Instagram, with users spending 27 minutes on the site compared to 24 minutes in the previous year.

  4. In terms of business, around 9 in 10 small, medium and large businesses have a social media presence on Facebook. The second most popular platform, LinkedIn, is used by a majority of large businesses (82%). Twitter is used by 24% of small businesses, 36% of medium size businesses and 55% of large businesses.

  5. There is a remarkable change of attitude towards advertising on social media, with more users saying they don’t mind when they see ads. The survey found that all the large businesses and 90% of small businesses who advertised on social media have placed ads on Facebook, while only 62% of medium-sized businesses do so.

  6. Sixteen percent of users cited social media as a means of research into products and services. Research that led to purchase is 52% and the resulting purchase made online is 61%. Around 19% of Facebook users follow brands or businesses, while 16% do so in Twitter.

  7. There is more trust towards brands that interact with customers in a positive way on social media, with 64% of users holding this view.

  8. It is important for businesses to make their content engaging, relevant and regularly updated. Irrelevant or unappealing content is cited as the number one reason why consumers stopped following a certain brand or company, with 43% of users saying so.

  9. Brands need to pay close attention to ratings and reviews with 22% of social media users rating an organisation’s products or services in the previous year.

  10. Online blogs and reviews remain a fairly widespread influence on purchasing decisions with 61% of social media users claiming to read them before making a purchase.

So, what’s next?

Having a content marketing strategy is just as important as having a sales strategy. Content marketing is the process of creating valuable and relevant content to attract, acquire and engage your audience. It means that you help your customers, not sell to them, by driving trust and brand value with the right content, in the right place, at the right time.


Furthermore, having a content marketing strategy for social media is just as important. Believe it or not, it’s more than just posting a few pictures or pushing sales messages on Facebook and expecting a flood of likes and engagement! Here are some guidelines to get you started:


  • Focus on your buyer personas. Before you even get near posting content, you need to have a decent understanding of your target audience.

  • Identify the channels that your audience most actively use.

  • Adapt to the platform. Be prepared to adapt your message to the platform you’re using. For example, Instagram is about beautiful images and short videos, while tweets with images see enormous increase in re-tweets.

  • Provide value to your audience – be useful, engaging and timely.

  • Be true to your brand. Adapting to various platforms is important but so is staying true to your brand identity. Be cohesive across channels and implement a consistent look, feel and tone of voice.

  • Monitor the analytics. This helps to extract a wealth of customer insight and to ascertain what’s working and what’s not.

By knowing these social media insights, you will be guided in formulating a better marketing content strategy. You will know where to put more focus and how to get the pulse of your target consumers to provide them with valuable content.



Judi Carr

A bona fide property marketing queenpin who embraces challenges and new opportunities. Loves a good quiz. Go the Hawks. With a wealth of knowledge and experience in the property industry having worked for some of Australia's biggest developers and property organisations, our Director, Judi, guides and inspires the success of our brand.By combining her extensive property knowledge and passion with her innovative and strategic thinking, Judi always knows how to achieve the best outcomes for clients.