According to a recent report by Simply Measured, the total engagement with posts from the most followed brands on Facebook is on a decline. Consumer engagement with Facebook posts from the top 10 brands has declined by 40 percent year-over-year.
Surprisingly, these brands have increased the amount of content posted on Facebook by 20.1 percent. With a combined audience of 358 Million, they represent an impressive part of Facebook’s buying power, but their increased efforts are not showing any effective results.
Comparing the engagement of these brands from May 2013 to May 2014, here is what was found:
Although brands are posting more content on Facebook, they are generating less engagement. Per-post engagement has seen greater decline than total engagement. Except Harley-Davidson and MTV, not even a single brand saw an increase in per-post engagement. In fact, per-post engagement has fallen by 50.40%.
The data appears more conspicuous when we consider engagement is strikingly low although brands are spending more to promote their posts on Facebook and fight the dropping organic reach. It should be noted, Facebook’s ad revenue raised up to $2.27 billion in the first quarter of 2014, a rise of 82 percent from the first quarter of 2013.
Although this data can’t be universally applied to all brands on Facebook, what remains a question is how much drop in the engagement rate has been seen by the other businesses on Facebook.Facebook Engagement for Most Followed Brands Down by 40%, Says Study!,