Facebook Metrics That Matter By Jenn Deering Davis

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Jenn Deering Davis, PhD Editor-in-Chief, Union Metrics

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The Facebook Metrics that Matter


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Facebook has more than 1.01 billion daily active users. Of those, nearly 900 billion are active daily on mobile.


Facebook now generates more than 8 billion video views per day. That’s up from 4 billion in April. There are 500,000 likes every minute.


So how can you get your content in front of the right audience in this massive community? How will you know what’s working and what isn’t? Let’s talk numbers.


What metrics really matter on Facebook?


Page-level metrics Page reach reflects the maximum audience size for your owned content. Fans shows how many people have opted in to follow your content.


Post reach Learn what your content’s normal post reach looks like. Pay attention to your higher-performing posts. Learn from your lower-performing posts.


Post engagement types Likes are nice, but don’t do much to amplify or deepen engagement. Shares amplify your posts to a wider audience beyond your own fans. Clickthroughs move your audience from your Facebook page to your website or blog.


Post engagement Direct engagement comes from your page’s fans. Knowing how much amplified engagement your content gets helps you measure spread and uncover inflection points. Some negative engagement is normal, but should represent <0.05% of your fans or something might be wrong.


What works for other brands?


Facebook brand page analysis We studied 26 brands on Facebook over four months. They generated nearly 5500 posts over that time. Of those, there were 5192 organic posts and 284 paid posts.


Post types Video posts get higher reach than any other post type. Photo posts receive more engagement than any other post type. Overall, photos and videos generate more activity than all other types. Photos are the most common post type, comprising 43% of all posts. Links are second most common, comprising 35% of all posts.


Organic vs. paid content In this dataset, about 5% of posts were boosted. The average organic post reaches about 5% of page fans (and the median post reaches just over 1%). The average paid post reaches an audience 2.66x larger than the number of fans (median is 86% of a page's fans). Paid posts reach 18x more people than organic posts on average, but they have lower engagement rates. The average organic post sees a 14% engagement rate, compared to the average paid post that sees .69%.


To be successful on Facebook, be prepared to adapt to frequent changes, mix up your organic and paid content, experiment with different kinds of content, measure your efforts, and continue to improve your strategy.


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@jdeeringdavis

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March 1-3, 2016


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Marketing

Facebook Metrics That Matter By Jenn Deering Davis