The Popsters research was based on statistics on the activity of users’ interaction with publications on various social networks in 2020. 537 million publications from 1 million 106 thousand pages on Instagram Facebook, YouTube, TikTok, Twitter, Telegram, Coub, Tumblr, Odnoklassniki, and VKontakte were analysed by the researchers in the course of preparation. The authors-researchers also found out how the audience engagement indicator is affected by the day of the week and the time of posting, the type of content, the volume of text, the frequency of posting and the number of subscribers.
· When writing posts, it is better to follow the sweet spot principle and fit text into a volume of 160-1,000 characters, because such texts engage most effectively — 39.75%.
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