Regardless of claims that Facebook is now forcing Brand Page owners to pay for exposure, engagement rates on the world's most popular social network seem to be soaring.
In fact, Adobe’s Q3 2012 Global Digital Advertising Update reveals that fans’ engagement with brands on Facebook, which includes likes, comments and shares, grew by 896 percent year over year. Adobe concludes that this growth is the result of Facebook’s Timeline redesign as well as new acquisition and engagement metrics and more effective social marketing by brands.
An additional factor that is undoubtedly influencing fan engagement rates on Facebook is mobile. According to the study, mobile users now account for nearly a quarter of all Facebook engagement, which is a four-fold increase from the period prior to the Timeline change.
However, despite this study, Facebook’s Timeline feature has been controversial, to say the least. Aside from the general public’s typical moans and groans about getting accustomed to the new design, many Page owners have complained that their content doesn’t reach as much of their fan base as it previously did – unless, of course, they promote their posts. This means that brands actually need to pay to have more of their existing fans see their content, unlike the pre-Timeline era when brand content was sent to every fan’s newsfeed – for free.
Has Timeline affected your brand’s engagement rates on Facebook? Has promoting your posts led to a positive ROI for your brand? Let us know in the comments section below.