While most companies use comments, likes, and shares as a measurement of social engagement and analytics, others dive deeper to see if there are other factors involved. In the article “Social Referrals Result in a 65% Bounce Rate After First Page“, analysts look at the interface used and the length of content and how it effects sharability and bounce rate.
A study by addthis determined that users who chose an iOS platform were 20 percent more likely to scroll through multi-page content than those that choose Windows. This may be because these individuals are used to the easy scrolling that apple products provide. Going even further into the study, those that view multi-page shared content, or longer formed content, had a bounce rate of 65% after viewing the first page. This may indicate that the type of content provided may be too long or formatted in a non-inviting way. With all of the information on the internet these days, not everyone has time to spend on a full length article.
Companies would be wise to use this to their advantage by using visually appealing content that can be quickly read without the hassle of scrolling through multiple pages. In order for a company to compete, they must provide the best user experience possible, while also monitoring the effect that their community provides when content is being posted.