Creative numerology isn’t just for Instagram.
It’s also being used to help businesses build a better business.
That’s the takeaway from a new study by social analytics company Creative Intelligence Group.
The research suggests the tools are helping people make better decisions in areas like marketing, communications, and content marketing.
“I think that is going to be a big part of our future as we have more data,” says Creative Intelligence analyst Tom Leavitt.
Leavits’ team is looking at a range of data sources to understand the social impact of creative numbers.
A big one is the numbers of unique Facebook users, as well as the number of people who are following and commenting on a given post.
“We’re interested in how people respond to things like videos and photos and the things that are happening in their lives, and how much of their time are they spending on those activities,” says Leavit.
“And then we’re looking at how those people are using those tools, and we’re trying to understand what kind of engagement those are.”
The team is using data from Facebook Messenger to understand how users interact with the numbers.
The company also is using its own data to identify the ways in which a user interacts with the Facebook app, including how often they use the mobile app, and which features they use.
The researchers found that, while a majority of users spend a significant amount of time on Instagram, less than one third of the time is spent on Facebook.
“In the digital age, it’s hard to find that perfect balance between creativity and social engagement,” says David Condon, the head of marketing at Creative Intelligence.
“It’s a very difficult balance, but people are trying to figure it out.”
