Is your Facebook Page engagement down in a hole and you don't know if it can be saved? I have good news and bad news, good news is you aren't alone. The bad news is that according to a recent report by Buffer and BuzzSumo in which they analyzed more than 43 million posts from the top 20,000 brands on Facebook and determined that page engagement is down in a hole.
Brands are posting several times a day.
Much like the which came first the chicken or the egg, it is always an ongoing debate of how much do you post before you tip the scale of over posting. The report says that, "The data showed that Facebook Business Pages that posted less than once a day had the highest engagement per post." It goes on to say "however, those that posted less than once per day had the lowest overall levels of engagement." Therefore, to increase overall engagement you should post multiple times a day at the risk or less per post engagement. According to the report, the optimal posting amount looks to be about 4-5 times a day.
Page engagement is down and might have you feeling so small.
One would think that if you are posting 4-5 times a day surely our audience would see your well crafted and insightful posts? Problem is they aren't, because all the other brands out there are doing the exact same thing! "Our findings show that engagement has dropped by more than 50% over the last 18 months," stated the report. While overall engagement is down image and video engagement are still your best bets, with images currently better. If you do choose to do a video, make sure it is just as impactful with the sound on as it is off. Sahil Patel of Digiday says that "85 percent of video views happen with the sound off."
The bottom line
Like Thomas Edison said, "Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time." Therefore, I would encourage you to dive deeper into the report and see what works for your business and your audience. You may very well find that posting 4-5 times a day may be to big where 1 is just right!
