Organic social has historically been viewed as a great channel for marketing. However, in the last 6-12 months, Facebook's organic social engagement for business pages dropped dramatically for almost all industries. What's the best way to respond to the Facebook engagement drop and how should you adjust your expectations?
Business pages experienced 49% - 70% overall drop in organic engagement from Q1 2017 to Q2 2018. This is happening for a few reasons:
The typical Facebook user only posts four comments per month, emphasizing the need for brands to create a truly meaningful conversation in order to elicit comments. What's more, Facebook users’ time on site is declining and their behavior is changing. A company’s strategy should reflect that.
New benchmarks will need to be established for organic Facebook as the platform’s strengths and weaknesses continue to evolve.
While organic Facebook becomes less effective in driving conversions for brands, it remains a strong channel to engage fans and potential fans, as well as manage customer service.
The rise of chatbots in Facebook Messenger will continue to grow Facebook’s effectiveness in communicating with customers and guiding them to purchase.
Facebook has cited stories as its “next big revenue driver” and will soon be expanding their beta story ads to be more widely available to brands. Consider testing this often overlooked feature as part of your next campaign.
If engagement is a paramount metric for your brand, we recommend investing more in owned assets like email, website, blog, case studies, and whitepapers.
Creative should not be developed for the sole use of organic social. All creative must be produced with a multi-channel strategy in mind.
Invest in video. Strong video (especially live video) continues to garner higher engagement than photography. It can also be used for social, display, and Youtube ads.
Invest more effort in organic Instagram efforts. Brands have continued to see a growing engagement rate on this channel.
We recognize social is constantly changing and it can be an overwhelming task to keep up with everything. Room 214 is here to help you navigate it and make sure you’re adjusting course appropriately. Go ahead and ask us!