Mavrck, a micro-influencer marketing platform, last week published a report that compared how Facebook engagement levels with both user-generated posts and brand-generated posts changed over the course of 2016. The “Facebook User-Generated Content (UGC) Benchmark Report 2017 established that average engagements per post, engagements per user, and posts per user have decreased.
The study analyzed over 25 million user-generated Facebook posts published between January 2016 and December 2016. The posts analyzed were aggregated from the first-party authentication of one million micro-influencers, defined as users with between 500 and 5,000 Facebook friends.
Among the key takeaways from the study are:
“This (information) is critical for marketers to understand when considering ways to reach their target audience in the News Feed,” said Lyle Stevens, CEO of Mavrck, whose company report also features guidance for marketers on how they can most effectively use Facebook to connect with their intended audiences.
Recent Facebook algorithm changes have placed more emphasis on content from friends and family in the News Feed. This has led to user-generated posts earning about 7x more engagement than brand-generated content, which calls for brands and marketers to adapt their Facebook marketing tactics. Brands can add influencer marketing to their marketing mix.
“For marketers, the greatest opportunity to reach your target audience on Facebook is by encouraging existing customers to create user-generated content about your brand, rather than simply publishing and promoting brand-generated content,” added Stevens. “With user-generated posts earning 7x more engagement than brand-generated content, I expect to see more companies ramp up their influencer marketing and digital word-of-mouth efforts as factors like ad load come into play this year.”
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