Facebook, as we understand, is a social media platform deeply incorporated in people’ individual, social as well as expert lives; and for that reason, is a prime marketing and interaction tools used by organizations to engage with target market.
A recent study by Buffer and BuzzSumo examined more than 43 million Facebook posts from the top 20,000 brand name accounts to recognize the trends with Facebook user engagement from Q1 2017 to Q2 2018.
The research study is among the largest conducted in 2018 and included sorting through top companies’ videos, stories and posts. Its findings offer insight that online marketers and service owners can use to revamp their social networks marketing strategies for 2019.
Below is an introduction of the top 5 takeaways Buffer and BuzzSumo highlighted after examining Facebook data over the previous year.
- Post frequency is increasing, the research study found that from Q1 2017 to Q2 2018 there was a 24 percent increase in the number of posts per quarter from 6.5 million to 8.1 million posts.
- Total page engagement decreased more than HALF, and continues to decrease, which increases the competition in the News Feed each year.
- Images (not videos) get the many engagement; however, typical engagement per video, image and link collectively decreased from the year before.
- Posting 5 times per day resulted in the greatest engagement and service pages that posted less than one time per day had the most affordable overall levels of engagement.
- Top service accounts’ engagement levels dropped in between 49 to 70 percent, artist pages saw the biggest decrease in engagement at 70.6 percent followed by film and media/news pages.
Exactly what can online marketers do with this information?
In the beginning look the results might turn individuals far from utilizing Facebook. Rather of deserting the social media platform and possibly the target audience who favors it, marketers can turn these findings into actionable tactics with future social media campaigns.
Share greater quality content. For example, if post frequency is increasing, it is natural for page engagement to reduce since users can only arrange through a limited amount of content without losing focus. Services can increase page engagement by maintaining premium material in a time of increased competitors. Social network professionals can produce higher quality material by comprehending Facebook’s brand-new features and the types of posts their target market choose to engage with (i.e. understanding when to publish videos over an images, etc.).
Enhance content for mobile use. Another actionable step online marketers can take is making content easily accessible from mobile phones. More than 95 percent of Facebook users access the platform from their phones, so the ability to accommodate this platform will assist to increase page and post engagement. For instance, as engagement with videos is decreases, business can change old practices to include newer video patterns such as vertical video viewing or consisting of text on all video content.
Post more than when a day. It is crucial for marketers to note that as the frequency of publishing increases, the overall levels of engagement increase– but just to a specific point. The research study found that accounts publishing five times daily got an average of 2,466 “engagements” per post; and pages publishing 10 or more times daily received nearly half as numerous engagements per posts (1,202). With that being stated, business need to check frequency. Consider posting 3 or five posts per day for a month or quarter, procedure engagement levels and then adjust frequency up or down as required for the next month. Not all business will have the exact same pattern because of different target audiences and number of followers, etc. but recognizing the sweet area of the number of times to post per day will assist business maintain or raise levels of engagement.
Another fight marketer’s face is the “ Facebook News Feed algorithm.” The research study also verified that the News Feed algorithm favors households and buddies over pages, this suggests that services are not only contending with other brands to record a user’s attention, but also taking on every individual profile, business page and group in the network.
Prior to marketers begin developing social networks strategies for 2019, they need to asses their company’s Facebook practices and engagement levels, and use this study as an overview of establish a targeted and effective Facebook marketing method.