As marketers, we're always beeing told to check out a new platform to see if it is worth the company using it to promote itself. When it comes to social networks, we tend to use size as the key metric when we assess if it will be worth using. By size me mean the number of people using the platform, but is this really the best metric? There is a massive difference between someone that logs in to a network one a month to have a quick check of their messages, and someone who spends hours a day deeply engaged with the platform.
So marketers should also consider this less talked about metric shown in the chart below, hours per user per month, or HUM as I'd like to call it.
As we might expect Facebook does well on this metric, but Spotify surprisingly also comes in joint first, followed by the time people spend commuting. Instagram and Snapchat have strong user engagement metrics, whilst LinkedIn does quite poorly.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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