Organic Growth Becomes More Elusive on Facebook (Study)

By David Cohen Comment

Locowise2015YearInReview

December 2015 brought the lowest organic page like growth and post engagement rate in the eight months that social analytics and reporting firm Locowise has been studying Facebook pages, along with the highest post reach since September.

Locowise released its study for December 2015 and its year in review, and its findings included:

  • Organic page like growth of 0.14 percent in December marked the lowest figure in the eight months that Locowise has been analyzing pages on the social network.
  • Post reach in December was 7.39 percent of all page likes, the highest since September.
  • December’s post engagement rate of 5.01 percent of users reached is the lowest in eight months and down 24.2 percent since May.

Locowise2015GrowthReachEngagement

  • As far as post type, videos earned the best reach, at 9.14 percent of page likes, while images drew the most engagement, at 5.4 percent of users reached.

Locowise2015PostFormatReach Locowise2015PostFormatEngagement

  • 42.15 percent of pages studied by Locowise used Facebook advertising in December, which accounted for 30.18 percent of their total reach.

Locowise2015PagesUsingAdvertising

Locowise said in a blog post announcing its findings:

From looking at this data, it’s easy to conclude that 2015 was a difficult year for brands on Facebook. Organic opportunities have declined throughout the year. Page like growth in December was at 0.14 percent. This is the lowest number we’ve seen in the eight months of studies.

If you do want to grow your page audience in the year 2016, you simply do need to use paid advertising. Don’t get your hopes up that creating amazing content will get you there on its own.

Facebook might have an engagement problem as people move to the different messaging applications. Instagram has had stronger engagement than Facebook throughout the year. Are people on Facebook more likely to just lurk and not post and engage? We looked into this last year, and we’ll be keeping an eye on engagement throughout 2016.

Readers: What are your thoughts on Locowise’s findings for December and 2015 as a whole?

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