More Bad News … Facebook Engagement is Plummeting!
As you probably know Facebook transformed their Algorithm in January 2018. Zuckerberg announced, “You’ll see less public content like posts from businesses, brands and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”
7 months later, Buffer partnered up with BuzzSumo, a content research and monitoring tool, to analyse over 43 million posts from the top 20,000 brands on Facebook.
You can read their detailed report here, but here’s the key points.
1. Page Engagement is Declining
As we predicted, businesses are achieving less engagement on Facebook. Buffer and BuzzSumo’s findings discovered engagement (likes, comments, shares etc) has dropped more that 50% over the last 18 months.
2. Images Receive the Most Engagement
Contradictory to Facebook’s encouragement to invest in video content, video engagement is actually dropping.
It’s surprising that images receive better engagement than video. With the launch of live video and watch parties, we would have thought video marketing was the key to a successful business page on Facebook.
It seems like the more the better.
With so much competition on Facebook it isn’t that surprising, businesses are competing against one another to be at the top of their audience’s newsfeed and one tactic to do so is post at peak times.
Although, posting less than once a day had the highest engagement per post?
What’s Going to Happen Next?
Whilst the report paints a unpretty picture of Facebook, it isn’t time to give up Facebook marketing just yet.
Analyse your Facebook engagement and see what style of post is triggering a response from your audience. Experiment with different styles of posts and look at the reactions from your audience.
Facebook is still a huge platform, and removing your presence just isn’t a bright idea. Check out our blog post, “Should Businesses Still Use Facebook?” to discover why the platform is still influential.
Why not check out our Digital Marketing Terms Glossary?
About the author:
Marie Harwood is a Digital Marketing Assistant at Different Gravy Digital, Hale, Cheshire.
Different Gravy Digital are a full service Digital Marketing Agency operating in the Hospitality & Leisure, Financial Services, Legal & Property sectors. Products and services range from; 3D & 360° Tours, Website Design & Build, Social Media, Video Production, Search Engine Optimisation (SEO), Content Creation, Email Marketing, Online Feedback / Review Systems and Paid Advertising (Google, Bing and Social Media).
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