Socialbakers Study: Facebook Page Engagement Has Grown 30% Since January

Social media analytics firm Socialbakers today weighed into the Facebook organic reach debate with some counterintuitive data. Analyst Phillip Ross wrote:

The conversation that seems to be dominating the Facebook marketing community is all about how algorithmic changes to Facebook’s News Feed are hurting organic reach. Our numbers say the opposite; brands have never had a better opportunity to have their best content placed in front of so many people.

Let’s be clear. There’s no denying that organic reach is down on Facebook Pages overall. Facebook has confirmed it and explained why, many times, most recently in a FAQ post by Facebook vice president of ads product marketing Brian Boland.

Long explanation, short: people and businesses are sharing more content than ever, there’s a finite amount of time to consume it and Facebook’s No. 1 focus is to serve users a high-quality, relevant News Feed so they keep coming back.

But Socialbakers says its data shows that successful Facebook Pages are still doing very well. Socialbakers pulled numbers from the 3 million largest Pages and found that engagement on Page posts — likes, comments and shares — has been growing steadily since August 2013 and is up 30% since January.

socialbakers-facebook-reach

Of course, Facebook reports that there are 30 million active small business pages, so there are many underperforming pages left out of Socialbakers’ data.

Still the message that it is possible to reach customers via Facebook is important to keep in mind. Socialbakers notes that media outlets are having the most success (the chart bellow shows engagement on the largest 50,000 brand Pages and the largest 10,000 media Pages) and suggests that brands emulate media efforts to create the type of content that does well on Facebook.

socialbakers-media-interactions

Related Topics: Channel: Social Media Marketing | Facebook | Facebook: Pages | Facebook: Statistics | Social Media Marketing | Top News

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About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, 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 at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

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  • http://beta21.circussocial.com Avtar Ram Singh

    Paid media. This doesn’t change anything, and I don’t see how this could be “counterintuitive” at all unless ALL the data that’s been gathered by SocialBakers actually talks about ONLY organic and NON-PAID reach. That most definitely, is not the case – and therefore – the “increase” in “engagement”, which means more likes and more shares is a result of companies embracing paid media and spending more money on Facebook to get that “engagement”.

  • Rob Leathern

    These conclusions are incorrect. Their data will include paid promotion of organic posts (but exclude “dark posts” aka unpublished posts) and obscures the fact that the only way to assess organic reach is brand-by-brand looking at their own stats. It’s in their interest to have brands use their Analytics which are based on public data but the truth is their data is becoming increasingly irrelevant as organic reach declines and Facebook improves it’s own Analytics for brands.

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