A common strategy among brands on Facebook is to build as big an audience as possible. But a new study suggests that having more Likes doesn’t necessarily mean having more engagement.
Facebook app developer Napkin Labs analyzed fan engagement for more than 50 brand Pages, ranging from consumer electronics companies to retailers, with between 200,000 and 1 million fans. The researcher found that, on average, just six percent of fans engage with a brand’s Facebook Page.
In fact, the more fans a brand has the lower the percentage of engaged fans tends to be. For example, brands with between 900,000 to 1 million fans had 60 percent less engagement than brands with 500,000 to 600,000 fans.
However, the study did find that “super fans,” or brand evangelists, are responsible for driving a majority of a Page’s engagement. On average, the engagement of each one of a brand’s 20 most engaged fans is equal to that of 75 average fans. Additionally, these fans also get significantly more Likes and comments on their posts than average fans — which is especially important if these fans are sharing your content.
While metrics are important, you should focus more on interacting with your existing fan base rather than just growing your numbers. Get fans involved and build a stronger presence in News Feeds by engaging your core audience.