Mavrck, an influencer marketing platform, has published a very informative statistics for marketers who use Facebook to speak to their audiences, specifically with how the algorithm has affected user engagement with branded content and general user behavior. By making use of Mavrck’s dataset, which looked over 25 million Facebook posts, they were able to learn quite a lot of what we can expect in the future.
Regarding engagement, user engagement went down in 2016 when compared to 2015. When you compare the two years, there was a 15.14 percent decrease in engagements per post. This is making marketers worry a bit, and understandably. The decrease has appeared to be 11.41 percent year over year. To drill down, this translates to a 7.87 percent decrease in Likes per post, a 37.47 percent decrease in comments per post, and a 27.8 percent decrease in post Shares.
With Posts, it would appear that the average Facebook user posted less original content in 2016 than they did in 2015. This is a 29.49 percent decrease from 2015 to 2016.
Content generated by users that feature a brand performed better than brand-generated content. This means that if you’re a brand, make sure you engage in your influencer audience. This is due to the fact that it seems that there is a correlation between a user’s influence and the average engagement the user saw per post. Users in the 75 percent influencer percentile saw engagement rates of 3.5x higher.
These unsettling stats appear to be a potential result of a poor algorithm change that was reversed in March of 2016. But there is still hope. 2016 was a poor year in comparison to 2015, sure, but there was a 26.06 uptick in engagement. This includes general likes per post and comments per post. Perhaps 2017 is going to see better engagement after all.
The report can be downloaded directly from Mavrck.