What Marketers Should Know About Facebook User Engagement in 2017

Opinion: Facebook’s 2016 algorithm changes put user-generated content front and center in News Feed and brand-generated content on the back burner

As Facebook made crystal clear during its fourth-quarter and full-year-2016 earnings call, its team is laser-focused on increasing user engagement.

Particularly when facing stiff competition from competitors like Snapchat, it’s critical for Facebook to do whatever it can to not only encourage its users to publish content, but also to like, comment and share content as frequently as they’re willing to.

While Facebook presented a high-level, rosy summary of engagement when discussing results from the 2016 fiscal year, we felt that the overview it offered was incomplete.

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