Facebook is the most popular social network among brands and according to a new study, 70.1 percent of brand pages post less than one update per month. The study consisted of 5.7 million pages and was put together by Recommend.ly. The study looked at a few different factors, particularly which categories are most and least active.
Here’s the top five least active:
- Community pages – 79.3 percent
- Company pages – 73.5 percent
- Public figures – 72.6 percent
- Actor/Director pages – 67.2 percent
- Local business pages – 60.6 percent
The most active Facebook brand pages are restaurant or cafes at 39.4 percent inactive and spas at 31.1 percent. Nearly 50 percent, 44.5 and 48.7 percent respectively, post between six and 99 updates per month.
Compared to other categories, politicians are the closest with 30.4 percent being very active, followed by musicians/bands at 28.5 percent.
A massive 85.3 percent of Facebook brand pages ignore comments or posts on their wall. Recommend.ly also examined engagement rates in March and again in October. Since March 2012 total engagement on brand pages has dropped by 8.5 percent.
Engagement on community pages has dropped significantly from around 1.4 percent to 0.3 percent. Local businesses experienced the least decline in engagement, closely followed by politicians and restaurants/cafes.
Not a single category experienced an increase in engagement between March and October. Holding true to a study which showed what content works best on Facebook pages, photos and videos helped generate 65 to 350 percent higher engagement than text updates or embedding links.