According to BuzzSumo, who analyzed over 880 million Facebook posts published by brands and publishers in the last year, Facebook engagement is falling:
The average number of engagements with Facebook posts created by brands and publishers has fallen by over 20% since January 2017.
A couple of additional insights:
- Videos drive 3x more engagement than links and 2x more than images.
- Overall engagement has decreased while brands & publishers increased ad spending on Facebook promotion, suggesting a decline in Facebook organic reach, a trend acknowledged by Facebook themselves, due to a content boom (stories) & algorithm changes.
What’s in it for Social Media Managers: a hint to keep a close eye on post engagement and an incentive to produce media-rich posts (i.e. videos) whenever possible.