A recent study by Socialbakers suggests that although high fan counts are appealing, they’re not required to attract a highly engaged audience.
When it comes to social media, an argument can be made that quality trumps quantity. New data has revealed that the brand with the highest engagement rate on Facebook has only 14,500 fans.
The company found that FMCG (fast moving consumer goods) brands — such as Coca-Cola and Red Bull — have the highest number of fans on Facebook. However, a very different list of brands have seen a greater response to their Facebook posts.
Fashion brand Viktor & Rolf has only 32,000 fans, yet boasts the highest engagement rate in the FMCG category. Pet food company Friskies tops the list for the highest daily engagement rate.
But when it comes to engagement in other categories, FMCG brands fall to the bottom of the chart. Automotive brands have the highest engagement overall, with Renault ZE — which barely has 15,000 fans — topping the list. When it comes to quantity, it pales in comparison to BMW, which boasts 9.5 million Likes, but far surpassed it in terms of engagement.
Socialbakers attributes the automotive category’s success to the companies’ large marketing budgets and an already strong sense of community and brand loyalty. Many of the brands with high engagement rates also share a variety of content as well. It’s important not to limit yourself to just one medium, such as photos or videos.
It’s unclear how many Pages were included in this study, or if any of them utilize Facebook’s Reach Generator, which could have a strong impact on its success. However, it’s an interesting and solid reminder for small businesses.
Don’t let major brands with large budgets deter you from being successful. Focus on creating a valuable space for your community. Whether you have 1,000 or 1 million fans, interact with them. It’s worth more in the long run to have 1,000 brand evangelists than 1 million fans who hide your updates.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.