Facebook August News Update
Facebook is once again full of news.
Let’s check today all these new updated from the Social Media #1
#1 Buffer and BuzzSumo reveal the extent of the decline in engagement on Facebook pages
If the number of interactions on your Facebook page has dropped, this is normal.
If you manage a Facebook page, you have probably already noticed: in recent months, the commitment has dropped significantly.
And today, a study of Buffer and BuzzSumo reveals the extent of the damage.
These two organizations, which help companies manage their presence on social networks, have combined their data to give a more concrete idea of the deterioration in brand performance on Facebook, in general.
The sample consists of 43 million Facebook posts from 20,000 pages of the most influential brands on social media.
These data reveal that, on average, the analyzed Facebook pages have seen a decrease of more than 50% of the commitment during the last 18 months.
In the same period, the average publication commitment also decreased by 65%, from 4,490 engagements per publication to 1,582.
On the other hand, the data from these two services also reveal that the pages have started to post more.
If in the first quarter of 2017, the pages analyzed by the study published 72,000 times per day, in the second quarter of 2017, this has increased to 90,000 publications per day.
“Of course, if the world’s best Facebook pages publish 20,000 additional content items on the platform every day, there will be more and more competition in the news feed and less engagement at all levels.” “Reads in this study.
In addition to the fact that there are more pages on Facebook (which post more often) to compete for a place on the newsfeed, the study mentions other factors that would cause the decline in commitment, as the qualitative factor. “
As brands, much of our success on Facebook depends on our ability to create and deliver quality content on a consistent basis. But it also means that the quality bar of content is higher than ever, “reads.
And of course, there is the change the algorithm. As a reminder, Facebook has voluntarily favored profiles at the expense of pages, and said that the newsfeed is now conducive to conversations between people.
Some information to better organize your strategy on Facebook
In this study, Buffer and BuzzSumo appear to have identified the ideal publication frequency to optimize the level of engagement per publication: 5 per day.
The pages that posted 5 times a day received 2,466 entries per publication, on average. Those posting more than 10 received 1,202 commitments per publication, on average.
As for the formats, it would be the images (and not the videos) that would have the most commitment. However, whether it’s links, images or videos, all types of Facebook posts have dropped.
Here are the three categories most affected by the drop in Facebook engagement:
While the Facebook engagement has declined overall over the last 18 months, some categories are more affected than others.
In the last 18 months, Facebook pages have seen a significant drop in engagement.
According to a recent analysis published by Buffer in partnership with BuzzSumo, this is due to many factors, including changes to Facebook’s algorithm earlier this year, but also greater competition between Facebook pages.
To give us a better idea of the declining engagement of pages on the number one social network, these two organizations combined data and were able to analyze 43 million publications, from the 20,000 most important Facebook pages .
Conclusion of the study: during these last 18 months, the commitment of these pages has decreased by more than 50%.
However, the decline varies depending on the types of pages. And according to the data studied, artists, films and the media would be the three categories most affected, with respective decreases of 70.6%, 68.6% and 64% of the commitment.
As you can see on this graph posted by Buffer, the retail / brand category, the clothing industry and video games are doing better.
“Page categories still play a key role in the overall success of your Facebook marketing strategy,” says Buffer. “When you select your page category, make sure you understand the nuances between each category and their impact on your content.”
It’s been years that the reach and commitment on Facebook keeps decreasing.
And while the number one social network remains a key channel for digital communication, it is also important (especially for the media) to find new sources of traffic and visibility.
#2 Augmented reality games to play with friends on Facebook Messenger
If you have nothing to do, you can play augmented reality mini games with your friends on Facebook Messenger.
Like Google and Apple, Facebook puts a lot on augmented reality on mobile.
And according to an article by Engadget, the number one social network now offers small games in augmented reality on its chat application Messenger. Users play using their faces.
Up to six people can play these games together during video calls on the messaging app.
To access it, simply press the small star that provides access to the effects in augmented reality, then choose one of these games, during a call or a group conversation.
Currently, two mini-games would be available on video calls on Messenger: Asteroid Attack, which allows to pilot a spaceship with the nose to avoid obstacles, and Do not Smile, a digital version of the game of glance.
But other mini-games in augmented reality will be added to the list, like Beach Bump, which consists of passing a ball between players.
With augmented reality games, Facebook Messenger will make you even more addicted
The intention of Facebook, by launching these games, is obvious.
If it was already possible to have fun with friends on Messenger with filters and effects, now, the video chat with friends will be even more addictive with these little games.
Facebook certainly hopes that this will keep Messenger users longer on the app.
In addition to these mini-games in augmented reality, Messenger can already play quizzes (in the form of bots) and Instant Games.
#3 Facebook updates pages to support local small businesses
A few small updates for Facebook pages aim to help local small businesses to have more customers.
Earlier this year, Facebook announced an update of its news feed aimed at favoring publications of friends at the expense of pages, in order to make the time spent on its social network more important for users.
While Facebook’s goal was primarily to promote people-to-people interactions, it also hurt the media and businesses that use Facebook pages to reach their audience or audience.
Today, the number one social network is catching up a bit, announcing a series of small updates for the page with the aim of helping local businesses to “grow”.
One of these updates concerns the recommendations. “People will now be able to post a recommendation for your business, including text, photos, and tags right on your page.
Plus, the recommendations will help you reach people as they search or talk about your business, “explains Facebook.
On the other hand, Facebook makes it easy to create call-to-action buttons to place an order, or make an appointment.
And business information, such as business hours, menus, or rates, will now have a more prominent place on the pages.
#4 Facebook Shuts Down of ‘Friend List Feeds’
Facebook has announced that it’s shutting down its Friend List feeds, with the option to disappear from the app sometime this week.
Not sure what ‘Friend List feeds’ are?
Facebook launched Friend Lists back in 2011 as a way to “organize your friends on Facebook”.
As you can see here, the option was one of the many sidebar choices – through specific Friends Lists, you could filter the stories you’d see in your News Feed, or post an update only for specific people.
Facebook doesn’t have a very strong track record with creating separate news feeds — people tend to favor that traditional scrolling feed that collects everything in one spot.
Earlier this year, the network abandoned a test that put friends and Pages in separate feeds. (Snapchat’s new design has a similar split, but the network says the change hasn’t changed the amount of time users spend on the platform and views on public Stories have increased.)
The real-time feed without the algorithm, the ticker, was discontinued last year.
In fact, no one really used them when they were launched – according to TechCrunch, back in 2011, shortly after the initial release, Facebook reported that 95% of users hadn’t bothered to make a list.
The idea may have been inspired, in some ways, by Twitter’s lists, but even those have become less valuable as users become more accustomed to simply unfollowing, with vanity metrics becoming less of a consideration.
So, now Friend Lists will be going away.
You probably won’t even notice, but it is another Facebook option gone, and some had seen this as a way to get around algorithm restrictions and see more content from their contacts.