chore(blog): add q2 marketing report

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+---
+title: "AsyncAPI Q2 Marketing WG Report"
+date: 2025-05-27T06:00:00+01:00
+type: Communication
+tags:
+  - Project Status
+  - Marketing
+cover: /img/posts/marketing-images/marketing-q1-report.webp
+authors:
+  - name: Atinuke Oluwabamikemi Kayode
+    photo: /img/avatars/bami.webp
+    link: https://www.linkedin.com/in/atinuke-oluwabamikemi-kayode-5b838b1b7/
+    byline: AsyncAPI Community Marketing Specialist
+excerpt: "This Q2 report highlights AsyncAPI’s marketing efforts across community engagement, events, and platform growth."
+---
+
+In Q2, the AsyncAPI Marketing Working Group focused on expanding visibility, increasing engagement, and driving participation across our channels. With three major conferences in the pipeline—Singapore, Munich, and Lagos—our activities were centered around community outreach, event promotion, and contributor support.
+
+This report outlines the key marketing activities executed, highlights performance metrics across platforms, and provides insights into what worked, what didn’t, and where we’re heading in Q3.
+
+## Key Objectives
+
+- Enhance global awareness of AsyncAPI, especially in Asia (Singapore) and Africa (Lagos)
+
+- Drive high-quality CFP submissions and attendee diversity for Singapore, Munich, Lagos events
+
+- Deepen community engagement across LinkedIn, X, Slack, and newsletter
+
+- Promote the community members and expand content marketing via spotlight stories
+
+- Introduce the Webinar Initiative.
+
+## Strategy Alignment
+
+All Q2 activities were implemented to advance the approved [Community Marketing Strategy](https://github.com/asyncapi/community/blob/master/docs/030-project-vision-strategy-goals/2025_marketing_strategy.md). Below we map Q2 actions to each strategic goal, evidence from Q2, and recommended next steps.
+
+### Goal 1 — Encourage Adoption of AsyncAPI & EDA 
+
+**Q2 Activities**
+
+- AsyncAPI track at APIDays Singapore
+
+- The "Learn With AsyncAPI" webinar series documentation has been merged and the first session is on the 30th of September.
+
+- Conference workshops and hands-on sessions
+
+**Evidence**
+
+- Strong in-person attendance in Singapore
+- Webinar engagement and repurposed content
+- Newsletter open rate of 42%; 
+- AsyncAPI Singapore recap video (1.8k views).
+
+**Gap/Next steps**
+
+Multilingual documentation target (one translation by end of Q2) was planned in the strategy, work was but has not been initiated.
+Recommend prioritizing at least one translated guide, and preparing localized workshop materials for Lagos.
+
+### Goal 2 — Showcase Exceptional Talent
+
+**Q2 Activities**
+
+Community spotlights, newsletter features highlighting maintainers and first-time speakers, and a CFP drive focused on diverse representation.
+
+**Evidence**
+
+- CFP submissions: Munich — 63 (40% new speakers)
+- Lagos — 48 (100% Africa-based; 60% women-led).
+- Increased engagement on spotlight posts and positive community feedback.
+
+**Next steps**
+
+- Publish in-depth case studies and maintainership stories
+- Encourage the community members to make use of the holopin badges recognition program to surface high-impact contributors.
+
+### Goal 3 — Drive Community Engagement & Contribution
+
+**Q2 Activities**
+
+- Increased social posting cadence (LinkedIn: 78 posts, +63%)
+
+- Active Slack channels around events
+
+**Evidence**
+
+- LinkedIn impressions +104%, clicks +101%, engagement rate 8.06%
+
+- Slack growth +9.4%; newsletter subscriber growth +7.3%.
+
+**Next steps**
+
+- Scale the Student Ambassador Program promotion and onboarding (Q3 focus)
+
+- Implement quarterly contributor surveys to close feedback loops.
+
+**Recomendation**
+
+- Targeted email campaigns
+
+- AMAs and interactive webinars.
+
+## Marketing Working Group Performance Overview
+
+### Social Media & Community Performance
+
+| **Platform** | **Start of Q2** | **End of Q2** | **% Change** | **Key Insights**|
+|---------|-------------|-----------|-----------|-------------|
+LinkedIn | ~4,249 | 4,534 | +7% | Strong post cadence (78 posts), impressions doubled.click-throughs and engagement increased significantly
+X (Twitter) | 4732 | 4759 | +0.57% | Increased tweet output and engagement. Slight dip in new followers and retweets
+Slack | 6889 | 7098 | +3.03% | Community chats intensified around GSOC and event prep
+Newsletter | ~6.8k | ~7.3k | +7.3% | Open rate ~42%, CTR above industry benchmark
+
+| **LinkedIn Performance** | **Value** | **Last Quarter Value** | **% Change** |
+|:------------|:-----------|:-------------|:---------------|
+Followers    |   4,534     | 4,255     | (+7%)    |
+New Followers|  285     | 313     |  (-7%)    |
+Posts | 78       | 48        | (+63%)    |
+Impressions | 48,443  |       23,715 |       (+104%) | 
+Clicks |    3,007 |      1,495 |        (+101%)  |
+Engagement Rate |  8.06% |  7.52%     | (+11%)  |
+
+### LinkedIn Key Insight
+
+This quarter, LinkedIn became our strongest growth engine, reflecting the success of our content strategy in driving professional engagement and industry visibility.
+
+- Our follower base grew to 4,534 (+7%), adding 285 new followers despite a 7% dip compared to last month’s gains, a sign that while our growth pace slowed, audience quality remains high.
+
+- With 78 posts published (+63%), we more than doubled our content output, leading to 48,443 impressions (+104%) and 3,007 clicks (+101%).
+
+- The engagement rate reached 8.06% (+11%), showing that not only are we reaching more people, but our content resonates deeply with them.
+
+Strategy alignment: Our push for thought leadership and value-driven content directly supported brand positioning as a trusted voice in the API and tech community.
+
+**Twitter/X Performance** | **Value** | **Last Quarter Value** | **% Change** |
+|:------------|:--------------|:-------------|:----------|
+Tweets | 119  |  89  |  (+34%)  |
+Retweets |  21  |  24  |  (-16%)  |
+Impressions | 17,500 | 14,621 |  (+20%)  |
+Engagements |  280  |  278  |  (+1%) |
+Replies |  5  |  3  |  (+67%)  |
+Clicks |   93  |  101 |  (-7%)  |
+Likes |  110  |  93  | (+18%) |
+New Followers|   27  |  36  |  (-25%) |
+
+### X (Twitter) Key insight
+
+X continues to be a space for timely updates and community conversations, though audience growth slowed this month.
+
+- We published 119 tweets (+34%), which boosted impressions to 17,500 (+20%) and likes to 110 (+18%).
+
+- Engagements (280, +1%) remained stable, while replies jumped by 67%, showing a stronger two-way conversation with the community.
+
+- However, clicks dipped by 7% and new followers dropped by 25%, indicating that while interaction is happening, conversion to action and follower acquisition needs targeted focus.
+
+Strategy alignment: The conversational engagement aligns with our community-first approach, but the drop in clicks and followers signals a need to balance interaction with calls-to-action and shareable content. Also we have decided to keep the automated tweets as they serve folks that are not on the Slack channel but still needs our spec and tools update.
+
+### Website Performace
+
+**User Engagement Insights (Google Analytics)**
+
+**High Traffic, Low Engagement**
+
+- "AsyncAPI Initiative for event-driven APIs" (17.3% of total views, avg. time 15s, 0.2% engagement)
+
+  - This page draws the most visitors but fails to hold attention — very short dwell time suggests users either bounce quickly or don’t find the immediate content relevant.
+
+- "3.0.0" (15.8% views, 38s avg. time, 4.9% engagement)
+
+  - Strong traffic, better than above in engagement, but still relatively low for such a key spec release page. Visitors may be skimming rather than deeply reading.
+
+**High Engagement, Lower Traffic** 
+
+- "Understanding AsyncAPIs with a Practical Example" (3.1% views, 42s avg. time, 37.2% engagement)
+
+  - Excellent retention rate — users are staying longer and interacting more. Suggests practical, example-driven content resonates.
+
+  - Could be promoted more heavily to increase traffic.
+
+- "2.6.0" (2.5% views, 55s avg. time, 36.5% engagement)
+
+  - Longest dwell time and high engagement percentage, meaning readers are highly interested in detailed version-specific updates.
+
+**Low Traffic, Moderate Engagement**
+
+- "AsyncAPI document structure" (2.9% views, 46s avg. time, 5.0% engagement)
+
+  - Decent retention but under-visited; likely valuable for users already in the documentation but not a strong entry point.
+
+- "Generator" (2.9% views, 17s avg. time, 9.0% engagement)
+
+  - Users interact, but short reading time suggests they find what they need quickly — could be a tool download or copy-paste scenario.
+
+**Notable Drops**
+
+- "Tools" (2.4% views, 15s avg. time, 2.4% engagement)
+
+  - Both traffic and engagement are low — unclear value proposition or poor discoverability.
+
+- "Usage" (2.0% views, 3s avg. time, 2.9% engagement)
+
+  - Very low dwell time; possibly confusing, too short, or misplaced in navigation.
+
+**Key Insights**
+
+- Practical, example-driven pages ("Understanding AsyncAPIs…", version release notes) keep people engaged the most.
+
+- High-traffic pages ("AsyncAPI Initiative…", "3.0.0") need clearer, more engaging intros or calls-to-action to reduce bounce rates.
+
+- Hidden gems like "AsyncAPI document structure" could be surfaced more in navigation and promotions.
+
+- Low dwell time pages suggest quick reference or unclear purpose may need restructuring.
+
+## Event and Community Engagement 
+
+### Slack Performace 
+
+
+
+### The AsyncAPI Webinar Initiative
+
+The AsyncAPI Webinar Initiative is a recurring, live, and on-demand knowledge-sharing program designed to educate, inspire, and engage the global AsyncAPI community. It serves as a bridge between technical contributors, industry adopters, and curious newcomers, offering a structured way to disseminate updates, best practices, and real-world use cases of event-driven APIs. We have some folks in the pipeline and the first session is set to happen in September as everyone will be on summer holiday in the most part of Q3. [The initiative documetation was merged in June](https://github.com/asyncapi/community/blob/master/docs/070-marketing/webinar_series_initiative.md). 
+
+Also, we took the libarty to create the [webinar planning template](https://github.com/asyncapi/community/blob/master/docs/070-marketing/webinar_planning_template.md) that help us make sure we are on track with the planning and you can stay up-to-date with the webinar [here](https://github.com/asyncapi/community/issues/1993).
+
+### Community Spotlight
+
+Unfortunately, we couldn't publish the three stories meant for this quarter due to some blockers such as long review process for each blogs. This has made us initiate the bulk production of the stories for Q3. 
+
+### AsyncAPI Conference 2025
+
+AsyncAPI Singapore (April 15–16)
+
+- Organized a spotlighted AsyncAPI track at APIDays Singapore.
+
+- Pre-event outreach via social content led to strong in-person attendance and post-event community onboarding.
+
+- CFP Campaigns for Munich & Lagos
+
+- May–June promotion focused on Bangalore CFP Munich and Lagos conference.
+
+- Paris, Developerweek, and Online CFP is now open
+
+## Top 3 Best-Performing Posts
+
+These posts were selected based on their impressions and number of clicks.
+
+1. [We’re thrilled to welcome 7 incredible contributors to the AsyncAPI community as part of Google Summer of Code 2025! 🎉](https://www.linkedin.com/feed/update/urn:li:share:7327603592150798336/)
+
+- Impressions: 9,237
+- Likes: 133
+- Comments: 6
+- Clicks: 821
+- Eng. Rate: 10.48%
+
+Key Insight: The high engagement rate of 10.48%—well above industry averages, shows that the content strongly resonated with the audience. The combination of 9,237 impressions, a notable 133 likes, and 821 clicks indicates not only strong visibility but also an active interest in taking further action, suggesting that similar content formats and topics could drive even higher conversions in future campaigns.
+
+2.[Ankit Kumar, Head of Developer and Customer Success at,Aklivity is speaking on "AsyncAPI v3: Streamlining Event-Driven API Design"](https://www.linkedin.com/feed/update/urn:li:ugcPost:7318133926613401600/)
+
+- Impressions: 1,856
+- Likes: 73
+- Comments: 1
+- Clicks: 512
+- Eng. Rate: 31.63%
+
+Key Insight: With an exceptional 31.63% engagement rate, this post achieved deep audience connection despite lower impressions (1,856) compared to other top posts. The high click-through volume (512 clicks) shows the content was highly compelling and action-oriented, making it a strong example of how targeted, relevant messaging can outperform broader reach posts in driving meaningful interactions.
+
+3. [The weekend just got better; we’ve got a new AsyncAPI Ambassador, Naresh Jain! 🚀](https://www.linkedin.com/feed/update/urn:li:share:7329113553813114880/)
+
+- Impressions: 1,729
+- Engagement: 156
+- Likes: 68
+- Comments: 6
+- Shares: 3
+- Clicks: 79
+- Engagement Rate: 9.02%
+
+Key Insight: This post maintained a solid 9.02% engagement rate with balanced interaction types, likes, comments, shares, and clicks, showing it resonated well across different audience preferences. The 156 total engagements reflect genuine interest and conversation around the content, making it a strong all-rounder that built both visibility and community dialogue.
+
+## Q3 Outlook
+
+- Host AsyncAPI Munich and AsyncAPI Lagos conferences successfully.
+
+- Post-event engagement: recap content, speaker highlights, and contributor recognition.
+
+- Introduce “Meet the Maintainer” and “First Contributor” series.
+
+- Begin prep and campaign for AsyncAPI London (September) and Bengaluru (October).
+
+- Q3 report
+
+We will continue to iterate on our content strategy, building on the insights from this quarter’s performance to strike the right balance between reach and engagement. While broad visibility remains important for brand awareness, our best-performing posts show that targeted, value-driven content, especially around webinars, events, and timely community updates, generates stronger audience interaction. By doubling down on formats and topics that spark conversation and clicks, we can sustain momentum, deepen community connections, and drive even more meaningful engagement in the coming quarter.