document: facebook Engagement Surges year Over 12 months for top brands

With all of the speak about natural reach for facebook Pages shrinking to subsequent to nothing, chances are you’ll assume that there could be a corresponding drop in brand engagement on the social network. but in step with a new document from analytics provider merely Measured that’s not the case, at the least for main brands.

in reality, complete facebook engagement for the highest international brands has surged 43.5% in the ultimate year, simply Measured suggested today in its facebook 2015 trade document that tracks facebook activity via the Interbrand 100. And the rise has come despite brands making 5% fewer posts in the closing three months compared to the identical months in 2014.

brands have dialed back their facebook posting even more — 12% — for the reason that fourth quarter of 2014, and their whole engagement degree has remained flat, shedding 0.eleven% in step with the record. That, simply Measured concluded, is a sign that major brands are being extra strategic with their posts, focusing on quality rather than flooding the zone.

It’s no longer mentioned in the file, however merely Measured instructed us that per put up engagement for the staff has increased about fifty three% YoY. [replace: also no longer in the record is a distinction between organic and promoted posts, because merely Measured doesn’t have get admission to to data about which posts had been boosted with advertising greenbacks. that means it’s probably that probably the most engagement improvements can be tied to paid promotion. alternatively, a merely Measured spokesperson referred to that manufacturers were able to advertise posts because 2012, so the trends proven within the record are nonetheless vital.]

So what’s working the most effective? simply Measured, taking a look at eleven,522 posts via the ninety six Interbrand one hundred firms with a fb web page, found that links and photographs are using the most engagement, with video — most effective a blip on fb this time final 12 months — additionally exhibiting power. facebook video, in fact, has been making a major run since the company began favoring it in the news Feed final June. closing month facebook said movies get greater than 4 billion views a day on the network.

The merely Measured record doesn’t track video views, but it found engagement on movies — likes, comments and shares — has elevated eight% for the reason that fourth quarter of 2014. a lot of that growth came from a forty three% increase in users sharing brand movies. Engagement on images also used to be strong, increasing 6%, with a 53% raise in shares.

brands seem like responding to the certain comments for video, even supposing it’s now not reasonably a gold rush but. videos were the only content material sort that Interbrand a hundred companies posted more of all through the quarter, showing a 2% uptick.

One brand, Adidas, used to be extra aggressive, posting thirteen videos within the quarter, up from seven in this autumn, increased job that fueled 1,487% extra comments, 9,398% more Likes, and 9,041% more shares. the corporate’s most tasty video, which has bought greater than 17 million views to this point, has virtually 600,000 likes and 26,000 shares.

every other attention-grabbing notes in the record:

• Engagement on standing posts — text posts with out hyperlinks — fell seventy two% within the quarter as brands posted 40% fewer such updates.
• Likes on facebook Pages fell 3%, a probable outcome of facebook’s getting rid of of inactive and memorialized money owed from like totals in March.

that you would be able to download the full report here.

concerning the creator

Martin Beck

Martin Beck is 1/3 Door Media’s Social Media Reporter, overlaying the most recent information for advertising Land and Search Engine Land. He spent 24 years with the la instances, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the university of Missouri journalism school, Beck started started his career on the instances as a sportswriter and copy editor. apply Martin on Twitter (@MartinBeck), fb and/or Google+.

(Some images used beneath license from Shutterstock.com.)