Social Performance Measurement For Agencies
Tina Ahmed posted on 21 May 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.
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.
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.
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?
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%.
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.
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.
