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.