No matter how large your Facebook Page is, only six percent of fans on average interact with your content according to a new study by Napkin Labs. Facebook’s EdgeRank algorithm has a lot to do with this and is a reminder for pages to step their game up in order to increase engagement.
For the study, Napkin Labs looked at 52 different pages that ranged across all different industries. The amount of fans ranged from 200,000 to 1 million and came out to a total of 31 million fans. One interesting finding was that as a brand page’s fan count increases, the amount of engagement from fans doesn’t necessarily increase along with it.
The “more is better” philosophy has proven to be wrong. They found that a Facebook Page with 500,000 to 600,000 likes had 60 percent more engagement on average than a page with 900,000 to 1 million likes.
Napkin also identified “SuperFans” which pages should focus more on. SuperFans were found to be 75 times more engaging than average fans, and help increase engagement by receiving 2.3 times more likes and 1.8 times more comments on content that’s posted.
With EdgeRank making it more difficult to compete on Facebook, this study shows that pages have more work to do if they want to reach a larger amount of their fan base. Promoted Posts are an option, but should be calculated into your marketing budget.