When it comes to Facebook, local pages far outperform global pages in terms of engagement. A recent study by Socialbakers revealed that local pages outperform because of the quality & frequency of localized content.
The social media analytics platform, Socialbakers examined more than 800 global pages and 5,000 local pages. It saw that while global & local pages promote same percentages of posts, the latter dominated in terms of interactions per 1,000 fans for pages of all sizes.
Here's an extract from the analysis:
- For less than 100,000 likes: Local pages received 107 percent more interactions that the global pages
- 100,000 to 499,999 lives: Local pages received 169 percent more interactions than the global pages
- 500,000 plus likes: Local pages received 346 percent more interactions than the global pages
Socialbakers broke out data on five companies KFC, Nivea, Visa, Kit Kat and Nissan:
KFC: Its global page posted less frequently but gained more interactions than local pages. However, the interactions per 1,000 fans were less than those of the local pages.
Nivea: Every local page shared more content and got more interactions than the global pages.
Visa: Every local page posted more and got more interactions than the global pages.
Kit Kat: It posted as much on its global page as on local pages but received only 1.4 interactions per 1,000 likes on global page. The local pages got 132.7 interactions per 1,000 likes.
Nissan: It posted more on the global page than local pages but only received three interactions per 1,000 fans on global page. While local pages received 276 on average interactions per 1,000 fans.Local Facebook Pages Beat Out Global Pages When it Comes to Gaining Interactions Says a Socialbakers Study!,