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Facebook July was a busy month. Let’s dive into our overview on growth, reach, engagement, and all the other important information needed to manage a Facebook page.
A small step to creating Facebook pages
We examined 5,000 Facebook pages during July to conduct our study. Let’s begin by looking at the growth of organic page likes.
The organic page growth rate in July was slightly higher than in May. The July average growth in organic page likes was 0.2%, slightly more than the May 0.2% growth in page likes click here.
The 0.1% rate was for pages with more than 1 million page views. Even pages with less than 1000 page likes had difficulty growing organically, with a 0.3% increase in page likes.
A huge leap to Facebook
Facebook announced its earnings for the second half of the year in the middle of the month. Some significant numbers were revealed.
Facebook now has 968 million daily active and 1.49 billion monthly users. A user spends 46 minutes daily on Facebook, Messenger, and Instagram.
The platform is home to 40 million businesses and 2 million advertisers.
Facebook created this infographic to summarize all of the stats that were announced.
largest pages use Facebook advertising
41.12% of pages we examined in our study were accessed via Facebook ads, accounting for 28.56%. This is a slight decrease from the 43.36% of pages we looked at using ads in May.
54.05% of pages with more than 1 million page views used advertising to reach their audience, which accounted for 29.94%. This was a 12 percent increase over May when 48.28% of the largest pages used ads.
Facebook advertisers received some good news as it was revealed that only link clicks count toward pay-per-click advertising. Advertisers currently pay for every click, including engagement clicks like a like or comment.
This change will allow the advertiser to only pay for clicks to other websites or calls-to-actions. As long as the real link clicks are less expensive, this should add great value to the ad campaign. The future will show.
Organic after reach and engagement are lower.
The average post reach was 8.24% for all 5,000 pages we reviewed in July. This is slightly less than the May 8.34%.
This was 6.66% for the largest pages. This was 13.85% for the smallest pages (pages with less than 1000 page likes).
The average engagement rate was 6.27%, which decreased by 6% compared to May’s 6.61%. Although the largest pages had a higher engagement rate than the average (6.73%), we still saw a 25% decrease in engagement in May.
Are you achieving a lower engagement rate than the average? These tips will help you optimize your engagement rate.
“See first” could increase organic reach.
The big news of the month was the curation feature, which allows users to choose friends and pages to show first in their newsfeeds. The user who selects the page will be able to see all posts that the page has published since their last visit. This will increase the organic reach for selected brands read more.
How can you convince your users to choose your page? It would help if you connected with your audience. Your content should be relevant and useful to them. It would help if you made your content so great that users would not miss it in their newsfeed. In that situation, users are more likely to view your content first.
Social media marketers often respond to this question by saying that it is impossible to produce great content daily and publish it multiple times daily. It is not necessary to post new content on Facebook very often. As our post-frequency study shows, posting less can result in more engagement and organic reach from your audience.
These lessons from the biggest Facebook pages can give you some inspiration on how to create great content.
The “See first” feature of the iOS app is already available and will soon be available for Android and desktops.
