Fall Of Facebook Engagement For Brands

#Data — Fall Of Facebook Engagement For Brands

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.

Fall Of Facebook Engagement For Brands Graph

Credit: BuzzSumo

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.

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