SINGAPORE: Effective and engaging content is essential for driving traffic to a brand's website, according to a number of leading regional industry practitioners who discussed recent research into brand interactions on social media.

Speaking to Digital Market Asia, they commented on a report that was released in December by Socialbakers, the social media analytics firm, which analysed 300,000 Facebook posts by more than 2,700 businesses.

Socialbakers concluded that "reach naturally correlates with interactions", meaning that the more engaging a brand's post, there is a higher probability that it will increase traffic to its website.

"The connection between compelling brand content on social platforms and driving higher traffic to a company's website is strong," agreed Yukihiko Imamura, managing director of Kenshoo Asia Pacific.

"The challenge for brands is to ensure their branded content is consistently of high value and interest to its target audience," he said, while predicting that social content "will explode this year" as brands seek to build loyal audiences and drive better connections with new and existing customers.

Sven Huberts, regional managing director of Isobar Asia-Pacific, the digital marketing agency, said: "The success of driving traffic to a website depends on the nature of the content being shared and the objective.

"The key point is what other people share generally leads to more traffic than what brands share themselves. So, besides generating reach, it's essential that brands create 'conversation worthy' and shareable campaigns/content."

Creating content that is actionable is very important for brands, agreed Preetham Venkky, head of digital strategy and business at KRDS Asia, the social and mobile agency.

"It is little wonder that social media continues to be a key driver to site visits," he said. "As more users spend more time on social media sites and apps, it's important for brands to create actionable content that is propagated by users."

Data sourced from Digital Market Asia, Socialbakers; additional content by Warc staff