CLOSE
Subscribe to The Marketing Scope Newsletter
MENU

UGC Gets More Engagement Than Brand-Generated Content on Facebook [Report]

User generated contentIf you’re having trouble coming up with Facebook content for your brand’s page, or if you’re trying to figure out why post engagement has been low, check out a recent report by Mavrck. It found that the lack of engagement on your brand’s page is probably not your fault—it’s just how Facebook works now. So if you’re curious to see how engagement has evolved throughout 2016 for both user-generated content and brand-generated content, take a look at Mavrck’s Facebook User-Generated Content (UGC) Benchmark Report.

User Engagement Soared Toward the End of 2016 

For its latest study, Mavrck looked at more than 25 million user-generated posts on Facebook personal pages throughout 2016. In particular, the research team focused on who posted, what type of content they posted, and how many post interactions—including comments, likes, and shares—they got.

Some of the discoveries were good, such as the 30.7 percent rise in likes per post throughout the year, and the nearly 20 percent rise in comments per post. However, there was also a 4.81 percent reduction in shares per post. But overall, this added up to just over a 26 percent increase in engagements for each post in 2016.

User Engagement Is Down Compared to the Previous Year

While it’s nice that user engagement on Facebook increased from January to December of 2016, it actually decreased compared to 2015. Overall, engagements per post dropped by about 15 percent from 2015 to 2016.

More specifically, there was a nearly 8 percent drop in likes for each post in 2016. There was also a 37.47 percent drop in comments per post, and 27.8 percent drop in shares.

If you noticed that your content seemed to get less engagement last year than it did the year before, you’re not alone, and it may have had nothing to do with the quality of your posts. Instead, Mavrck’s report found it was likely due to the many algorithm changes Facebook has had from one year to the next. The good news is that post engagement was up by the end of 2016, which may mean you can expect better results than you got earlier in the year.

Changes in Facebook Content Habits

Mavrck also found some differences in the amount of Facebook content produced in recent years. For example, in 2016, there was a nearly 30 percent reduction in posts per user. There was also an 11.41 percent decrease in engagements for each user.

On the other hand, Mavrck discovered that user-generated Facebook content that mentioned a brand had 6.9 percent higher engagement than any content produced by brands. So if you’re not getting the engagement you want from the Facebook posts on your business page, it may be time to focus on encouraging your Facebook fans to generate their own content and tag your brand in it!

What Mavrck’s Findings Mean

Overall, Mavrck’s research found that people who use Facebook tend to engage more often with other users who post their own content than with brands. At the same time, Facebook users now post less original content than before, and accordingly, they get fewer engagements.

As Mavrck pointed out in its report, if you want to get into as many news feeds as possible, you should know that the three details that determine your rank are the content type, who posted, and how many interactions their posts got. Fortunately, most brands have some loyal customers who have lots of Facebook friends and are willing to mention their favorite brand in their posts. Identify and reach out to them if you want to expand your audience on Facebook.

But what kinds of posts should loyal customers put up to get the most engagement? Well, videos and pictures are the most popular, with Facebook Live being an especially relevant option for content these days. But ultimately, the type of content your influencers post should be left up to them. They might want to tell everyone how your products or services have helped them, or just inform their audience of what your brand offers, such as through an unboxing video. They might even offer their audience a promo code or other financial incentives to encourage them to buy what you’re selling.

Either way, Mavrck’s research has made it clear that brand-generated posts are no longer the best option if you want everyone to see your Facebook page. Getting influencers involved through user-generated content they can show their own audience seems to be the way to go this year.

Download Facebook User-Generated Content (UGC) Benchmark Report and then let us know what you think! If you use Facebook for business, do you currently only post brand-generated content, user-generated content, or a mix of both?