The same data set used for this study is available to you now. Have a look at our free tool, Facebook Page Analyser, see the latest data and check how your own page compares in reach and engagement.
For more on what the analyser does, take a look at details in this post.
In general, very large pages of over one million page likes got very low organic reach. For them the average post reach was at 2.27% while engagement was at 11.64% of people reached.
The reach increases the smaller the page is. Pages between 500,000 and 1 million likes for example achieved 7.47% reach and 11.73% engagement. Pages between 50,000 and 100,000 had 9.62% reach and 12.52% engagement. For pages under 1,000 likes the reach was 22.80% and the engagement was 14.21%.
The same trend of smaller pages doing better than larger pages was seen here too. Pages with over one million likes only reached 3.78% of their audience with a link post (the best performing post type) while pages with less than 1,000 likes reached up to 30% with video posts (the best performing post type).
There were notable differences in terms of what post format achieved the most engagement between the page sizes. For the smallest pages photos were in the lead with 13.64% engagement, videos with 11.80%, links 7.59% and status updates 5.11%.
For the largest pages the numbers were 13.89% engagement on photos, 12.80% on videos, 6.01% on links and 2.56% on status updates.
Only 7% of pages are using ads, but this number goes up to 15% for larger pages. Facebook Page Ads are the most efficient way to reach all of your page likes and a new audience. You could gain an advantage over your competitors by boosting your posts.
Photos and videos get the highest engagement on average. Put more focus on visual content if you wish to optimise your engagement.