Facebook Analysis For April – Videos Dominate Engagement

Marko Saric posted on 21 May 2015

Welcome to our Facebook Pages reach and engagement study for the month of April 2015.

For this study we looked at 5,000 Facebook pages in order to try and help social media marketers get more out of their Facebook activities.

If you’d like to play around with the data and compare your own Facebook page to the pages in this study, do take a look at our Facebook Page Analyser. It’s free and updated daily with all the latest numbers.

facebook reach april

Average page likes growth at 0.18%
The average page likes growth in April for pages we looked at was 0.18%. Page likes growth was actually even lower than in the month of March when the growth was 0.53%.

Pages with less than 1,000 likes grew by 0.5%. Pages between 500,000 and 1,000,000 page likes actually decreased by 0.09% on average.

It is very difficult to grow a Facebook page organically. For a page to grow, Facebook advertising seems to be the best solution.

Average post reach at 4.11% of total page likes
The average post reach was 4.11% of the total audience, which is an increase compared to 2.6% in the month of March.

Smaller pages had larger reach. For pages under 1,000 page likes the average post reach was a whopping 19.49% of the total audience.

In general, the larger the page the lower the organic reach per post. Pages over one million likes had an average reach of only 3.82% of their total audience. Any positives? This number is still a boost compared to the 2.27% reach these pages had the month earlier.

Average post engagement at 15.58% of people reached
The average engagement was 15.58% of the people reached, which is another increase compared to 11.83% in March.

Here the trend was opposite with larger pages having better engagement in general. Pages between 50,000 and 100,000 likes had engagement of 24.62% of people reached. Pages between 250,000 and 500,000 likes engaged 23.06%. Pages with less than 1,000 likes only engaged 11.97% of people reached.

Could it be that the largest pages are publishing the most optimised posts in terms of content quality, post format and day and time of the posts?

Link posts reach 5.17% of page likes on average but videos are catching up
Link posts still reached the most page likes with 5.17% average reach but videos are catching up. Videos have had the biggest increase when compared to the 1.85% video reach we saw in March. In April videos reached 4.82% of page likes, photos reached 3.12% and status updates reached 2.87% of page likes.

Video format was performing especially well for a couple of segments: the very largest and the very smallest pages.

For pages over one million likes videos reached 4.65% of the total audience. Links were second best with 4.6%. A similar situation was seen for pages between 500,000 and 1,000,000 likes where videos reached 8.3% on average and links 8.19%.

For the very smallest pages video posts did well too. For pages between 5,000 and 10,000 likes videos got 21.42% reach, photos got 9.18%, while links reached 6.65% and status updates 6.53%.

Videos dominate engagement with 25.64% of people reached engaging
Where video format really stands head and shoulders above the rest is the engagement. Video was the most engaging post format getting 25.64% of people reached to engage. Photos engaged 13.6% of people reached, links engaged 8.6% while status updates engaged 4.86%.

Only for the very smallest pages were photos able to beat videos in engagement. Pages with less than 1,000 likes had photos as the most engaging post format with 10.3% of people reached engaging. Similar for pages between 5,000 and 10,000 likes where photos engaged 9.67% of audience while videos were second best with 9.11%. For all the other pages sizes video was the clear engagement winner.

Facebook advertising used by 7.19% of all pages
7.19% of pages used Facebook advertising to boost their efforts.

The larger the page the higher the chance that the page is using Facebook ads. 14.1% of pages with over one million likes used ads while 17.38% of pages between 250,000 and 500,000 likes used ads.

Only 1.98% of pages with less than 1,000 page likes used ads.

What can social media marketers take away from this?
Have you started producing and posting video content for your brand yet
Videos rule engagement and if it makes sense for your brand you should invest some of your resources and budget into the creation of videos.
Are status updates dead?
Status updates consistently reach the fewest page likes and engage the fewest of people reached. Should you be posting them at all?
You can optimise your success
Social media marketers can make a difference in their numbers by optimising their performance and publishing better quality content. Use the most engaging content formats, work on your posting frequency and post on the most active days and times.
New changes coming up from Facebook
On April 21st Facebook announced further changes to their algorithm and warned about additional impact on page distribution saying that “in some cases, post reach and referral traffic could potentially decline”. We may see the impact of this in our future studies, but for now it is encouraging to see the reach and engagement increase in April compared to the month of March

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