You can all stop whining now, Facebook Page owners. Your page and post impressions may have gone down, but your comments and likes are way up — doesn’t that make you feel good?
As it turns out, the decision to give Facebook Pages less visibility on the news feeds and Timelines may have been a blessing in disguise. A new study by Edgerank Checker reveals the following stats from week 2 of the Hybrid News Feed.
- Impressions are down at -25.15%
- Likes are up 9.43%
- Comments are up at 21.15%
User engagement is jumping, people are actually reading and approving of your content, and potentially brand-loyal consumers are making an effort to add to conversations you begin on your page. The only unfortunate downside is that although page impressions could potentially climb back up, they may not ever reach previously high levels. I’m inclined to believe this won’t bother you, however, as engagement is the real data you’ll want to keep an eye on.
This study comes after the analysis of 3,500+ Facebook Pages, all of which posted content on dates between both 9/3 – 9/17, and 9/24 – 10/8. After averaging everything on these pages from impressions and likes to comments and fans, EdgeRank summarized the findings to determine the following data.
This news might come as a surprise to those who remember our report on Saturday claiming some distressing news. That is, less than 1% of your “Daily Active Users” on Facebook are engaging your content. The engagement growth reported above, however, looks promising.
It’s definitely too early to decide whether this is how analytics will continue to look in the progressing months — especially with the Timeline still rolling out. Fortunately, the actual roll out to all users is not being delayed and is definitely expected in the coming weeks, so Facebook Page owners might be seeing stable and accurate data very soon.
You tell me: What do you think is behind impressions dropping and comments or likes starting to see some major action? What do you think the data will look like once Timelines have completely rolled out? Weigh in below.
While all this sounds relatively promising, one point to take note of would be the unique number of users who are engaging with the pages on a weekly basis. In most cases today, we see the same few people/fans who are commenting and liking updates by the owners of the pages.
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LikeFrom looking at the new Insights, I can see that the Ticker is referring people to pages. May it be that as the Ticker displays an update when someone completes a Story on a Page, this is pushing people to make a click to that Page and they are more inclined to take an action? Facebook may well have cracked this here!
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LikeI just recently made a new bandpage for my label H-LAW RECORDS and I think that the approach of emailing facebook friends on facebook might be the best method
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LikeI have noticed this as well. However, I wouldnt say that engagement is up without changing the strategy you are using on your fan pages. I have noticed posted photos with an article are the most compelling to fans and both increase the impressions as well as the engagement in terms of likes and comments. However if you implement the same strategy you had before the change, you are not going to see more engagement.
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Likei think timeline may make a few quit facebook - but for the majority who still stay put: it'll improve engagement hugely
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Likesmall water :)
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