Acum un an, pe vremea asta, scriam într-un newsletter al unui marketing mastermind grup că dacă cineva are un job legat de social media și nu a butonat niciodată TikTok, să încerce să înțeleagă despre ce este vorba, sub scuza că “e prea în vârstă pentru așa ceva“, eu nu știu dacă aș angaja vreodată acea persoană. Read more…Tweet
Buffer (the most popular social media management platform) and BuzzSumo (top SEO and content marketing tool) teamed up for an interesting analysis regarding Facebook engagement. They looked at 43 million statuses posted by top 20,000 Facebook pages and published a study on what brands can do to succeed in 2018.
Two key takeaways:
1. Engagement dropped overall with more than 50% in the past 18 months (engagement = likes, reactions, shares or comments). Basically, it’s now so low that even the top Facebook pages perform worse than the lousy Facebook pages did two years ago.
2. Photos have the best engagement rate, not videos, as it was previously the case. However, keep in mind that photos interactions dropped as well.
This is a welcomed data-supported confirmation of something that, intuitively, we all already knew. As competition grows and businesses are screaming louder and louder in the pursuit of people’s attention, the social network somehow needs to filter what we do end up seeing in the newsfeeds. The same thing will happen with Instagram or any other social networks using this business model.
While I personally quit Facebook back in December, I’m still keeping up to date with its algorithmic changes, for business related purposes. With the risk of sounding like a broken record, here’s the advice I gave all brands that I worked with in the past decade: stop building houses on a rented land and instead focus on growing channels that are under your control – through your own websites, that is, and look at anything else as potential ways to capture people’s attention and bring them there.Tweet
The bell curve perfectly represents my personal experience with GDPR enforcement. My inbox has been through something like this: I had a huge spike of emails on 24 and 25th of May – from those services / providers I really chose to be subscribed to and still wanted to receive, then it all went back to the way it was before. Read more…Tweet