Third Party Social Media Tools: Do They Impact Engagement?

Sendible and Facebook Study

The Study Results

  • Posts scheduled to Facebook through a third party tool had 10.3% more engagement than ones posted natively.
  • Links posted to Facebook through third party tools achieved 52.9% more engagement than those posted natively.
  • On average, photo posts had 32.2% less engagement when they were published through third party tools.
  • Cross-posting to Facebook from Instagram takes a hit on engagement with a decrease of 5–10% in engaged user rate.
  • Posting videos through third party tools decreased engagement by about 20%.

What About Everything Else?

  • 3rd-Party Tools: 9 posts / 81,639 total reach / 9,071 per post
  • Native Posting: 9 posts / 79,380 total reach / 8,820 per post
  • 3rd-Party Tools: 45 posts / 949,890 total impressions / 21,108 per post
  • Native Posting: 45 posts / 975,223 total impressions / 21,671 per post
  • 3rd-Party Tools: 9 posts / 63,221 total reach / 7,024 per post
  • Native Posting: 9 posts / 54,646 total reach / 6,071 per post

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store