Buffer partnered with BuzzSumo to analyze more than 43 million posts from the top 20,000 brands on Facebook in one of the largest studies of 2018 and the results are extremely interesting! https://blog-bufferapp-com.cdn.ampproject.org/c/s/blog.bufferapp.com/facebook-marketing-strategy/amp
BuzzSumo has access to some of the most robust Facebook data on the planet, which powers some incredible research studies like this one where they analyzed more than 100 million Facebook videos.
Some of the findings – there has been a 24% increase in the number of posts per quarter from 6.5m posts to 8.1m posts over the past year. That’s an increase from 72,000 posts per day in Q1 2017 to 90,032 posts per day in Q2 2018. In other words, nearly 20,000 additional pieces of content are being posted by the world’s top brands… every day.
Naturally, if the world’s top Facebook Pages are posting an additional 20,000 pieces of content per day to the platform, there’s going to be an increase amount of competition and a decrease of engagement across the board. As businesses, however, I don’t think we truly understood how dramatic this decline in engagement (shares, likes, reactions, and comments) has been overall – until now.
Their findings show that engagement has dropped by more than 50% over the last 18 months.
As with most social networks, the data shows that there is difference in performance between the various types of content that are posted (links, videos, images). Interestingly enough, they found that images (not video) regularly receive the most engagement. However, consistent with the data above, average engagement per image dropped from 9,370 per post in Q1 2017 to just 3,454 per post in Q2 2018.
Respectively, average engagement per video fell from 5,486 to 2,867. Here’s a quick chart to show the differences between types of content:
Although the data above paints a fairly bleak picture for businesses, there is still hope for your Facebook marketing strategy moving forward. In fact, we believe that the future is very bright for companies willing to test and make a change. From our perspective, knowing your audience and delivering relevant content has NEVER been more important!