Posts Up, Engagement Down For FB Brand Pages
A pair of social research firms just completed a fascinating study about the activity patterns of the top 20,000 brand pages on Facebook during Q2. These brands are doing a whole lot more posting with a total of 8.1M posts in Q2, which is 24% higher than even Q1. On the flip side engagement with these posts have fallen off a cliff. Compared to Q1 image engagements dropped by 2/3 and video engagements were cut in half. To top it off, organic views of these brand pages are almost non-existent right now.
So what happened to FB’s brand page activity? The best guess is their decision in Q1 to improve the user experience by cutting most brand posts from users’ News Feeds have dried up the engagement feeder system Facebook had been using for years. That’s why nobody is organically finding these pages any more, much less engaging with them. In response brands are posting way more than they used to in hopes of making up for the organic traffic loss.
On a macro level this is a pretty sad statement about the overall concept of brand pages on social platforms. Without the publisher pushing brands’ content users really don’t want to have anything to do with company pages. So maybe all those “like us on Facebook” ads were just a waste of time after all?