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 likes growth in December was at 0.14%. 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.
Post reach of 7.39% has seen a bit of a recovery in December. This is the highest reach we’ve seen since September.
The best organic way to optimize your post reach in 2016 is by using the post format that has the highest reach. This is on top of posting on the best day of the week and the time of the day. We will look into the post formats further down in the study. Do also take a look at our 11 timeless pieces of social media advice for the year 2016.
Post engagement rate has seen a decline throughout our studies. December was the lowest point yet. 5.01% ER in December is a 24.2% decline since May. Are pages posting bad and not-optimized content? Or is the audience on Facebook engaging less in general?
Facebook might have an engagement problem as people move to the different messaging apps. 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’ve looked into this last year and we’ll be keeping an eye on the engagement throughout 2016.