Videos continued to be the best performing post format with a reach of 9.45%. Links were second best with 8.53% reach, while photos reached 6.84% and status updates only 4.44%.
One test Facebook is doing in order to get people to watch more videos is the “Suggested videos” feature. This feature has already been rolled out globally to iPhone users and the company is currently testing it on the web and Android phones.
It’s interesting to see the continuous decline of post reach in the 6 month period we’ve been doing these reports.
This engagement decline could be a part of a bigger problem on the platform. Reports show that an increasing number of Facebook users are more likely to just lurk on the platform and less likely to actively post something. 34% of all Facebook users updated their wall in the 3rd quarter of 2015, which is a 32% decline compared to 50% of users who posted in the same period of the year 2014.
You might have noticed Facebook testing different reminders and calls-to-action such as “On This Day” to try and entice people to post about different topics and other events. How successful will these be? Only time will tell.
One of the reasons for this decline in the posting activity is the growing popularity of Facebook Messenger and WhatsApp.