ANLY482 AY2016-17 T1 Group1: PROJECT FINDINGS/Post
Reach by Post Type
From Figure 4.4 above, we can see that on average, video posts generated notably better performance as compared to the other media type. This observation still holds for most industries even when we drill down the analysis to individual advertiser’s industry level (Appendix 1).
Comparison of the Performance of Paid and Unpaid Post
By looking at post reach of paid and unpaid posts, unpaid posts generally perform better as compared to paid posts. Unpaid post performance is 14.93% better than paid post performance. This may be due to the nature of paid post being more relatable and humorous. Hence, SGAG may consider to craft paid posts in such manner to help in generating more reach for paid posts.
Reach of Paid Post by Industry
From Figure 4.6, the top 3 best performing advertiser’s industries are Gaming, FMCG and Real Estate. However, upon further investigation, some of the advertiser industries do not actually place a lot of advertisements with SGAG. For instance, the top performing industry which is Gaming, only contain 1 advertiser. As such, these industries may have high performance due to its low number of advertisers and advertisements. To better gauge the performance of the advertiser’s industries, we excluded industries which comprise of only 1 advertiser and as seen in Figure 4.7, the result was significantly different and the top 3 best performing industry will then be FMCG, Entertainment and F&B.
