It's official, marketing through your Facebook page is pretty much useless

Share this content:

Trying to reach an audience on Facebook (without paying for it) is increasingly looking like a Sisyphean task. New research shows that despite the increasing number of posts by brands, engagement rates continue to plummet for their Facebook pages.

Social media analytics platform Simply Measured compared engagement rates for Interbrand's Top 10 Facebook Pages year-over-year and the results were pretty grim. Despite their skilled social media teams, creative visuals and content producing power, the top 10 brands uniformly saw their Facebook page engagement rates decrease over last year (with the exception of Harley Davidson.)

Keep in mind that none of these brands are exactly slouches in the social media department. Most of them, especially Disney and Starbucks routinely turn up in "Best Social Media Marketing" lists so it's a little jarring to see such a dramatic drop in post engagement. Then again, with Facebook repeatedly warning everyone about the decline in organic search, it shouldn't come as much of a surprise. The message is pretty clear, you've got to pay to play.

And it's not that the brands haven't been trying. If anything, they've all increased their number of followers. But despite posting more, and arguably better content, their posts continue to reach a declining number of people.

It just goes to show that despite what most marketers say, you simply can't increase customer engagement on Facebook without paying for it. This marks a crucial shift in the budgets of marketing departments, especially the PR folks who handle most of the unpaid or earned marketing. With this study, they'll have a legitimate case for requesting a bigger slice of the marketing budget.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above