Social media management tool Buffer teamed up with content marketing tool BuzzSumo to analyze more than 43 million posts from the top 20,000 brands on Facebook during the second quarter of 2018, and here’s what they found: The pages they studied posted more content in the second quarter of 2018 compared with the first quarter and all of last year. Those pages totaled 8.1 million posts in the second quarter, up 24 percent in the first quarter of 2018. But with organic reach nearly nonexistent on Facebook, why are pages posting more? Depending on their goal, they can see huge return on investment with the right targeting, creative, audience targeting and strong campaign management capability.” David Pierpont, senior vice president of performance media at data- and technology-driven marketing agency Ansira, pointed out that it is important to consider the types of pages represented on the list, as pages for celebrities such as athletes and entertainers “are in a class by themselves.” Indeed, the top 10 Facebook pages are mostly those of entertainers and athletes or teams like Vin Diesel, Cristiano Ronaldo, and Eminem, according to media analytics provider Socialbakers. Average engagement per image plummeted to 3,454 from 9,370 in the first quarter, while average engagement per video fell to 2,867 from 5,846. It’s not like there isn’t video, but people are so used to the scroll, stop, continue-to-scroll behavior that’s built in.” Buffer and BuzzSumo took their own crack at the age-old question of how many times a day pages should post and settled on five. While pages that posted less than once per day had the highest engagement per post, overall engagement levels were low. Meanwhile, pages that posted 10 or more times per day averaged 1,202 engagements per post (down nearly 66 percent quarter over quarter), while those that posted five times per day saw that figure rise to 2,466. How can pages improve their engagement and reach? Please direct all licensing questions to legal@newscred.com.
Social media management tool Buffer teamed up with content marketing tool BuzzSumo to analyze more than 43 million posts from the top 20,000 brands on Facebook during the second quarter of 2018, and here’s what they found:
The pages they studied posted more content in the second quarter of 2018 compared with the first quarter and all of last year. Those pages totaled 8.1 million posts in the second quarter, up 24 percent in the first quarter of 2018. Buffer and BuzzSumo pointed out that the top 20,000 brands on Facebook are posting nearly 20,000 additional pieces of content every day—90,032 in the second quarter, compared with 72,000 in the previous quarter—and they are averaging 135 posts per month, or slightly over four per day.
But with organic reach nearly nonexistent on Facebook, why are pages posting more?
Jason Beckerman, CEO of social advertising platform Unified, said Facebook is “really a pay-to-play ecosystem now,” adding, “The days of seeing significant engagement from organic are pretty much over. Truthfully, all companies should be exploring paid social advertising—and they don’t need to have huge budgets, either. Depending on their goal, they can see huge return on investment with the right targeting, creative, audience targeting and strong campaign management capability.”
David Pierpont, senior vice president of performance media at data- and technology-driven marketing agency Ansira, pointed out that it is important to consider the types of pages represented on the list, as pages for celebrities such as athletes and entertainers “are in a class by themselves.”
Indeed, the top 10 Facebook pages are mostly those of entertainers and athletes or teams like Vin…
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