Canada’s tech network comparison (2024)

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Analysis of Invest Ottawa's social media performance reveals several key trends. Across all organizations, Instagram and LinkedIn demonstrate higher average engagement rates than other platforms like X (formerly Twitter) and Facebook. Video content consistently outperforms other media types, particularly on TikTok, where MaRS achieved exceptionally high engagement. Furthermore, content focused on community building and networking, as well as company news and updates, shows promise for driving engagement. Invest Ottawa's overall engagement rate lags behind several competitors, specifically District 3 and Platform Calgary. This lower performance may be attributed to the organization’s low utilization of Instagram and LinkedIn, platforms where most competitors achieve high engagement. Finally, the data suggests that while Invest Ottawa has a substantial follower base, post frequency doesn't correlate directly with high engagement rates.
Recommendations:
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<li>Prioritize video content on TikTok and Instagram: The data clearly shows the effectiveness of video content, especially on platforms like TikTok. Invest Ottawa should significantly increase the frequency of video posts on these platforms, focusing on compelling storytelling that showcases success stories and industry trends.</li>
<li>Invest in Instagram and LinkedIn marketing strategies: These platforms demonstrate strong engagement potential for organizations in this sector. Invest Ottawa should allocate more resources to create high-quality visual content and optimized LinkedIn posts to better engage these audiences.</li>
<li>Increase the frequency of community-focused content: Content related to community building and networking consistently showed higher engagement rates. Invest Ottawa should focus on developing content around these themes to foster stronger engagement with its audience.</li>
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