Tamar Weinberg says, “Influencer marketing platform Mavrck has published a many informative statistics for marketers who are using Facebook to speak to their audiences, particularly with how the algorithm has affected user engagement with branded content and general user posting behavior. Using Mavrck’s dataset, which culled data 25 million Facebook posts, they’ve been able to learn quite a lot of what we can expect in the future.

Engagement is down

In 2016, user engagement went down when compared to 2015. A 15.14 percent decrease in engagements per post compared to 2015 might make marketers worry. The decrease appears to be 11.41 percent year over year. This translates to a 7.87 percent decrease in Likes per post, a 37.47 percent decrease in comments per post, and a 27.8 percent decrease in post Shares.

Postings are down

The average Facebook user posted less original content in 2016 than the year prior — a 29.49 percent decrease from 2015 to 2016.

Users prevail; brands fail

User-generated content featuring a brand performed better than brand-generated content. In short, if you’re a brand, engage in your influencer audience”.

Report: Facebook activity dwindles in 2016, influencer marketing is up

Marketing Land

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