We analyzed 43 million Facebook messages among the top 20,000 brands (new search)

We analyzed 43 million Facebook messages among the top 20,000 brands (new search)


What year for business pages on Facebook!

One feels every time we, merchants and business owners think to our marketing strategy the major algorithm change is announced or a new tactic becomes the latest trend.

Over the years, we have learned that the best way to reach our audiences on Facebook is to study the data, to constantly experiment, to be open to it. Learning and

In the spirit of learning, in partnership with BuzzSumo, analyzed more than 43 million messages from the top 20,000 brands on Facebook in the United States. one of the most important studies of 2018.

Today, we are delighted to share the revealing research with you ( hint: The commitment of the page continues to decline ) as well that the way your business or brand can reorganize your marketing strategy is a success story on the platform.

Table of Contents

  • Principal Findings of 43 Million Publications on the Facebook Page
    1. more
    2. 39, global commitment to the page decreases
    3. The Facebook engagement for videos, images and links
    4. The publication of 5 times a day is translated by a higher commitment [19659010]
  • 5 Reasons Why the Engagement of the Facebook Page is Down [1945900] How to Improve Your Facebook Marketing Strategy Today

Lessons from the 43 Million Analysis Facebook page posts

to some of the world's most robust Facebook data, which feeds incredible research studies like this one where they have analyzed more than 100 million videos on Facebook.

Earlier this month, we contacted their team with) question:

How do the professional Facebook pages perform in 2018?

Here is what we learned …

1. The best pages show a lot more

One wonders for a long time if the publication of your Facebook page does not lead to more results. Many brands report a positive increase in their results when they display more, while others know the opposite.

In any case, as shown in the graph below, the number of posts per quarter increased from 6.5 million to 24%. posts to 8.1 million messages in the past year.

This figure rose from 72,000 messages per day in the first quarter of 2017 to 90,032 messages per day in Q2 2018 . In other words, nearly 20,000 additional pieces of content are published by the world's leading brands … every day .

 Number of publications of the commercial page Facebook - Facebook marketing strategy
the first 20,000 Facebook pages published on average 135 messages per month or a little more than four per day.

2. The overall commitment to the page decreases (again)

Naturally, if the best Facebook pages display 20,000 additional content per day on the platform, the competition in the news feed will increase and the

As a business, however, I do not think we really understood how much this declining commitment (actions, tastes, reactions, and comments) had been dramatic up to the end. present.

Our findings show that the commitment has decreased by more than 50% over the last 18 months.

 Facebook Page Engagement - Facebook Marketing Strategy

by Post decreased by more than 65% between 4,490 Missions by Post and 1,582 commitments by mail.

3. Facebook's commitment to video, images and links

Like most social networks, the data represents the difference between the different types of content published (links, videos, images).

Interestingly, we found that images ( and not videos ) are often the most sought after. However, according to the above data, the average participation per image has increased from 9,370 per post t in the first quarter of 2017 to only 3,454 per post in Q2 2018. [19659002] the video has gone from 5,486 to 2,867. Here is a quick table to show the differences between the content types:

 Publication type performance of the Facebook page

Note: More info on this chart!

4.

As we will see later in this article, there seems to be an " optimal publication quantity " to consider for your Facebook marketing strategy. .

Data showed that Facebook pages that showed less than once a day had the highest engagement rate:  Mean Commitment by Message ] Overall Levels d & # 39; commitment. As you increase the frequency of publication the levels of engagement increased, but only to a point .

Pages displaying five times a day received an average of 12,330). Pages displaying 10 or more times per day received an average of 1,202 missions per post (a total of 12,020 missions). In other words, the display of 5 times a day seems to be the optimal frequency of publication on Facebook.

We also found that the commitment has decreased over the last 18 months. % reduction in commitment

 Drop in commitment on the Facebook page

The largest decreases in commitment of nearly 66% were recorded in Facebook business pages more than 10 times a day. 5. Top-level categories experienced an overall 49-70% decrease in commitment

Last, but not least, we looked at the type of business page:

<img class = "alignnone size-full wp-image-22833" src = "http://blog.bufferapp.com/wp-content/uploads/2018/07/Q1-2018-3.png" alt = "]

Artist Pages experienced the largest drop in engagement with 70.6%, followed by movie pages and media / news pages.

When you select your page category, make sure you understand the nuances between each of them and its impact on your content

If you wish to consult all the original data, do not hesitate to access the Excel spreadsheet (created

Now, more information!

5 reasons why the engagement of the Facebook page is in decline

Although the above data give an i Quite dark enough for businesses, there is still hope for your Facebook marketing strategy to go forward. In fact, we think the future is very promising for pages that want to experiment and make a change.

But first, we must understand why we notice a decrease in commitment so that we can know

  • Increased competition

Today, there is more 80 million business pages on Facebook, of which 41% of small businesses worldwide are on the platform.

These activities are such that, as the volume of page content increases, the available space in the news feed for the content remains the same. In other words, there is simply too much content posted.

  • Premium Content

Companies are increasingly willing to create high quality content on all social media channels. Video marketing is no longer a mystery for many brands, advertising content is better and more focused than ever before, and marketers are dramatically improving their daily work.

For the public, it's a big advantage. As brands, much of our success on Facebook depends on our ability to create and deliver quality content on a consistent basis. But it also means that the quality bar of content is higher than ever before.

  • The Facebook algorithm continues to evolve

For a long time, the scope of organic products has declined slowly and gradually. foster family and friends on Pages.

 Algorithm of News Feed on Facebook

According to Facebook's news director, Adam Mosseri, in January 2018, Facebook was starting to change rankings to better communicate with

are more than just competing for attention in the news feed, they are now facing competition from all profiles, pages and groups on Facebook.

  • Prioritization of News Content in the News Feed

In the end, Facebook is a full-fledged company. In order to continue providing an excellent experience to their users as well as a return on investment for their shareholders, they must be able to make a profit.

And because Facebook is completely free for users, businesses and developers.

 Facebook Ads

For Facebook, there is a constant balance between creating a great experience for their users and maximizing profits for their users. shareholders. In recent years, we have seen an increase in ad content in the news feed.

Now that we have examined several of the main reasons for the decline in Facebook engagement, [19459073] How to improve your Facebook marketing strategy today

As I have already mentioned, I think that there is really an exciting opportunity for companies and brands on Facebook – as long as they are willing to make a change and experiment with their Facebook marketing strategy.

Here are my 3 greatest tips that will help your page improve engagement and reach as of today, including some of the top 20,000 examples. brands. We can all learn a thing or two from them!

1. Consider the return on investment (ROI) of each publication on Facebook

The return on investment of each publication on Facebook is something we do not talk enough about. Looking at the above data, it is clear that the success of each position decreases considerably after posting 5 (or more) times per week.

In this regard, there appear to be two Facebook frequency schools: quality vs. amount.

  • Quality : Concentration on the publication of Facebook messages of less and less quality. More people per message
  • Quantity Publishing more Facebook messages that reach a total number of people

In the past, the quantitative approach was working for hundreds of commercial pages – the more they posted, the more they saw a daily, weekly basis, etc. However, the data above shows that this approach no longer works, and could even decrease the effectiveness of all your Facebook content (the ROI of each publication).

Facebook pages such as HubSpot have changed their Facebook page. marketing strategy to focus on effective tactics such as producing more viral videos and images and stop spending time on things that do not work, like posting links to their website.

A means to an end. They are now platforms in which users can consume content, be entertained, shop, share and more without having to leave the comfort of their application.

Much of your new Facebook marketing strategy should be improved. Commitment-driven, interacting with your audience and increasing the ROI of each message, instead of just spreading your message.

2. Exploit the main reasons to share online with your audience

In 2011, the New York Times published an intriguing article on the science behind the reasons people share online. More than seven years later, the lessons learned from this research are still relevant to your marketing strategy on Facebook.

They discovered that the five main reasons why Internet users shared this service were:

  1. content
  2. Identify and introduce ourselves to others
  3. Fostering relationships
  4. Self-fulfillment
  5. Disseminate the message about problems, products and brands

It's no coincidence that some of Facebook's most viral content is

  Back to top Facebook video content

J & # 39, encourage your business to browse your last 50 articles on Facebook and review them from the consumer's perspective. Ask yourself the question : if I intervened in Facebook's news feed, would I be in touch with the content?

Brands such as Brain Pickings create content centered on the desire to connect with friends and family. Even if this something is as simple as a friendly "hi" or a reminder of the special place that their relationship occupies in their heart. This is an excellent example of the simplicity of viral content:

If you would like to know more about the reasons for sharing online, Brian Carter made some interesting observations about the things that the content must do to be shared.

3. Optimize your content for mobile consumption

The increase in mobile usage and consumption is a major problem for companies, especially on Facebook.

More than 95% of Facebook Device users, which means it's time for us to start looking at the implications of mobile and how we could evolve our marketing strategies on Facebook.

Vertical video visualization is a major factor in this change. (Many of us hold our phones upright). Studies on Facebook have shown that 79% of vertical video consumers were in agreement to say that the format was more appealing and stated that they would choose the vertical format in most of the cases. They also found that 65% of respondents stated that brands using vertical video for their advertising were "more innovative".

Brands such as LDN use vertical video in unique ways:

 NYC LDN Vertical Video Example

Other important factors to consider when optimizing your mobile content are: length of the video and .

BuzzSumo found that the optimal video length on Facebook was between and 30-120 seconds . In other words, your videos should not last more than 2 minutes.

 Duration of the optimal video

Regarding the length of the captions, we performed a subjective analysis of the BuzzSumo tool. with a way of thinking about legends: show, not tell .

 BuzzSumo Facebook Page Analyzer

The faster you can have click or use your mobile content, the better. This often means keeping your captions short and enjoyable so as not to distract users from your ultimate goal.

Regarding your Facebook marketing strategy

I'd love to hear from you!

marketing strategy to go from the front? Are you excited about the future of Facebook in general ? Which experiences do you intend to try first?

Do not hesitate to leave me a comment or question below regarding the data in this study or just to say "hello". I look forward to hearing your ideas on Facebook so everyone can learn from each other!

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