Facebook traffic and engagement is way down for so many small to medium size publishers… and some bigger ones too.
13 Oct, 2017BUZZSUMO.COM
The average number of engagements with Facebook posts created by brands and publishers has fallen by over 20% since January 2017.
We analyzed over 880 million Facebook posts published by brands and publishers over the last year. In this sample the average number of engagements fell from 340 to 264 over the first six months of the year, as shown in the chart below.
The biggest fall in engagement was with image posts and link posts. According to the data video posts had the smallest fall in engagement and videos now gain twice the level of engagement of other post formats on average. The chart below shows average engagements by post type in June 2017.
For more on video engagement read our recent research post analysing 100 million Facebook videos.
The detailed data on all 880 million posts is set out at the end of this post.
Our survey data includes engagements for all posts, including those supported by paid promotion. There are a number of possible explanations for this declining level of engagement.
The second explanation is also more likely as Facebook themselves acknowledge that organic reach is declining. They say this is for two main reasons:
A decline in organic reach has also been documented in numerous other articles. For example:
Other potential reasons for declining reach include: