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Ignite analysts reviewed 689 posts across 21 brand pages (all of significant size, across a variety of industries) and found that, in the week since December 1, organic reach and organic reach percentage have each declined by 44% on average, with some pages seeing declines as high as 88%. Only one page in the analysis had improved reach, which came in at 5.6%.

As reach declined, the raw number of engaged users plunged as well, falling on average by 35%. Some pages saw engaged users fall as much as 76%. Only one page in the data set had an increase in the number of engaged users, coming in at 0.7%.

To add salt to an open wound, current research from Forrester and Wildfire shows that engaged users are a brand’s best customers.  They are more likely to purchase, recommend and prefer brands when they are socially engaged with that brand.  With fewer engaged users (-35%), brands bottom line are further penalized by the recent changes.

In 2016, BuzzSumo analyzed more than 800 million Facebook posts. Based on their findings, posts with less than 50 characters “were more engaging than long posts.” According to another, more precise study by Jeff Bullas, posts with 80 characters or less receive 66 percent higher engagement:

Paid posts: 5 to 18 words Every Facebook ad needs three types of content: a Headline, Main Text, and a Description. After analyzing 37,259 Facebook ads, AdEspresso found that ads did best when the copy in each element was clear and concise. According to the data, the ideal length for a: Headline, the first text people read, is 5 words. Main Text, the snippet above your image or video, is 14 words. Description, the text that lives directly below your headline, is 18 words.

Videos: 30 to 60 seconds With video, one of the primary measures of success is how long people watch, also known as your video retention rate. In 2016, Kinetic Social tracked 2 billion social ad impressions and found that 44 percent of 30- to 60-second videos on Facebook were viewed to completion. Meanwhile, videos that ran under 30 seconds or over two minutes saw completion rates of 26 and 31 percent, respectively. A more recent poll, from 2018, showed that 33 percent of Facebook users preferred to watch shorter videos, from 30 to 50 seconds long.

we looked at four post types: link posts, video posts, photo posts and status updates. When paid media is applied to an organic post, it can significantly increase Facebook metrics – from impressions (obviously), to conversions – so we removed all posts with paid impressions from the analysis. For both time periods, we took the total reach for each post type and divided it by the total post count for that post type to get the average reach per post type for the given time frame.

As expected, the average reach per post on status updates decreased after the algorithm change. Significantly.

Photo and video posts had no discernible change in reach after the algorithm change as we would expect. This is good news for marketers who already regularly integrate rich media into their post strategies as it is well documented that images and video generate greater fan engagement – and from this research, it looks clear that they will continue to do so.

The single-most engaging, and simple, content marketing strategy is to create a reason and method for your audience members to supply content. Whether you ask them to submit photos using your product or you’re posting an engaging question of the week and aggregating answers for a roundup blog post, you’re building in the emotional trigger: they are the content. When someone sees their own photo, their name and contribution, they share like a proud parent. It’s like your own “easy button” for creating engaging content.

You can see tab engagement begin to decline on Feb. 28, the day brands were able to opt-in to Timeline. There’s a steeper leading into March 30, the day all Pages were forced to convert.

Why the general drop-off? PageLever founder Jeff Widman believes it’s a combination of two things: That brands can no longer set a custom tab as their default landing page for non-fans, and Tabs are less visible in the Timeline layout.

100 characters is the engagement sweet spot for a tweet. 

But 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short 40-character posts received 86 percent higher engagement than others.

The ideal length of a headline is 6 words

Most of your content is getting lost in the shuffle. Recycle it! Let the customer’s social activity tell you what they prefer. Engagement in social is good, but not if that’s all you get. Some top brands have made the transition to acting like publishers with dedicated internal and external teams cranking out content.

Top tactics used by savvy publishing brands are: Storytelling – high quality engaging content on an going basis Infographic Creation – relevant lists and how to’s Visual Content Marketing – compelling visuals eBook Creation – great for lead generation eMailer Personalization – targeting with relevance and being the information / education source Content Curation within an Industry – keep people coming to you because you find what’s hot and important to your customers, making it easy for them to keep current Webinars / Pod Casts / Google Hangouts – establishes authority Slide Share Presos – extends your corporate social graph and thought leadership Case Studies – SEO value and high share currency Videos to Motion Infographics – video is growing

Brands have a need for smart content routing and unique displays which enable them to maximize customer engagement and experience at every touch point, increasing site participation, and garnering higher social share just begs to get fracked.

The Facebook news feed algorithm appears to be calculated both per fan and per type of post. That means a person might see Coca-Cola’s photo posts, but not the company’s link posts. There are six post types: a text-only status update, a photo, a link, a video, a platform post, and a question. The first four are the most commonly used.

After some research, its clear that a Facebook page gets more fan engagement from photos than links, statuses, or videos. In fact, photos get as much as twenty times more engagement.

My experiments show that you can get a good amount of clicks on links above photos.

cost-per-click (CPC) is down 2 percent year-over-year and 11 percent quarter-over-quarter, while clickthrough rate (CTR) rose 160 percent YoY and 20 percent QoQ. Facebook ad clicks overall were increased by 70 percent YoY and 48 percent QoQ. Impressions are up 40 percent YoY and 41 percent QoQ.

Comments on ad posts are up 16 percent YoY and 40 percent QoQ; likes are down 4 percent YoY and shares are up 2 percent. Engagement on video is up 25 percent YoY and 58 percent QoQ, showing that auto-play videos haven’t been as toxic as feared. Video plays are up 785 percent YoY and 134 percent QoQ after auto-play videos were implemented in Q4. Nearly 1/4 of all video plays on Facebook happen on Fridays. Posts with images still gain the most engagement, though the percentage of engagement for photo, link and text posts are all down YoY. Posts with links are up 77 percent YoY and 167 percent QoQ, as Facebook has made great strides in making link posts more visual. Most impressions in Q1 came on a Friday, with 15.7 percent of all impressions. Sunday is the least likely day to receive a comment on a post. Facebook referred revenue per visit is up 11 percent year-over-year and 2 percent quarter-over-quarter. Facebook produces 75 percent of traffic to retail sites, up 2 percent year-over-year and 13 percent quarter-over-quarter. Facebook refers 52 percent of social traffic to B2B high tech sites, up 34 percent year-over-year.

as Page reach and engagement continues to dip for brands, Facebook has made some updates to help deliver value to businesses through Pages beyond just News Feed distribution.

Facebook Page is becoming more like a website for your business — a destination people will come to when they want information, or even make a purchase or booking, as well as a place to engage with great content.

Facebook has made it easier for people to recommend your business by bringing Recommendations to your Page. As shared by Facebook: People will now be able to post a Recommendation for your business including text, photos and tags directly on your Page. And Recommendations will also help you reach people while they’re searching for or talking about your business.

post with more engagement is likely going to rank higher on your Instagram feed. The types of engagement that the Instagram algorithm considers can include likes, comments, video views, shares (via direct message), saves, story views, and live video views.

An Instagram spokesperson told Business Insider that ranking of Instagram posts will not be a popularity contest. Posts with less engagement but which are more relevant to you can still appear right at the top of your feed.

This implies that content from your “best friends” likely ranks higher on your feed.

Seeking questions ask for product-specific use cases, and look for facts rather than opinions. “Does this hotel offer free wifi?”

Our study found that most questions asked in automotive (81%), travel (79%), and consumer electronics (79%) were seeking questions.

Samsung reps answer shopper questions on retailer sites under the moniker “Mr. Samsung,” and find that questions reveal large gaps in product information: 91% of the content they provide in answers is not already on the site.