Facebook Engagement Research: How 43 Million Posts Will Make You Rethink Your Strategy – Heidi Cohen

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As the third largest website globally behind Google and YouTube, Facebook commands audience eyeballs, time and engagement. Regardless of company size or marketing budget, you need Facebook for your marketing due to its sheer size as a media entity.

Let’s accept that Facebook’s recent negative press regarding sharing its users’ personal data is cause for public concern.

Despite this, its reach and targeting options are difficult to replace cost-effectively. So you need Facebook to distribute your content, engage with your audience, and build your community.

However, there’s a silver lining:

So let’s examine how to get the most out of your Facebook marketing.

BuzzSumo and Buffer’s analysis of 43 Million Facebook Posts of the Top 20,000 Facebook Pages provides insights to improve your Facebook engagement.

Facebook Engagement Research: 5 Key Marketing Insights

To figure out how Facebook Pages perform for businesses and marketers Buffer and BuzzSumo teamed up.

Why?

Because in addition to having one of the most robust sets of social media data on the planet BuzzSumo is known for its independent, deep dive analyses.

BuzzSumo revealed that organic reach of Facebook shares had declined 20% in the first 6 months of 2017.

Facebook Engagement

For the 2018 Facebook Engagement Research BuzzSumo analyzed 43 million posts from across 20,000 of the top Facebook Pages. To put this sample in perspective:

1. Top Facebook Pages increased their posting frequency

Top Facebook Pages increased posts per quarter 24% from 1Q2017 to 2Q2018.

These brands invested in people and resources to create these shares and to engage on Facebook everyday.

Further, these top brands add roughly 20,000 additional pieces of content per day on Facebook. And that’s doesn’t count the other Facebook Pages!

To put this in context, many bloggers have reduced their blog publishing frequency, notably Content Marketing Institute and Convince and Convert. They focus on serving better quality content without being overbearing.

Marketing Reality:

Increased competition for visibility in the Newsfeed.