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REPORT: As Facebook’s Algorithm Changes, How Brands Use the Network

This week, Facebook announced plans to make a series of changes to its news feed algorithm so that it will more favorably promote content posted by friends and family.

The 2016 State of Social Marketing

This change will mean less prominent exposure for brands and publishers sharing content on the network, and will require an increased focus on optimizing tactics, leveraging paid opportunities, and creating content that users will want to share with friends and family.

Last week, we published our second annual State of Social Marketing Report, a 46-page study that includes a survey of 350 social marketers and a deep dive into brand activity on the major social networks. Here’s a look at the Facebook ecosystem for brands, and what you can learn from the posting habits of top brands as Facebook shifts the way content will be surfaced:

Facebook Has 1.6 Billion Monthly Active Users

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With more active users than any other social network (by far), it’s no surprise that Facebook is a major focus for many brands. 827 million people check Facebook from their phones on a daily basis. That’s a hard audience to ignore.

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1.65 billion people use Facebook, so marketers must be taking advantage of that opportunity, right? Of course they are.

93% of Top Brands Posted in the Month of May

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We analyzed the Interbrand Top 100 Global Brands in the world, and found that 97% have Facebook pages and 93% posted in the month of May. This is second only to Twitter, where 99% of brands posted in May.

Links Are the Most Common Post Type

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On average, these top brands posted 53 times each during the month of May, and links accounted for 54% of those posts.

Brands See Higher Engagement on Tuesday

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For these top brands, Tuesdays accounted for 20.2% of total engagement. This may change as the algorithm on the network changes, and the best time to post is based on your specific audience, but benchmarking best-in-class companies is a good way to vet your current tactics.

Want More? Download the Full Report

For a full timeline of Facebook’s big changes, more tips for brands using the network, and details from eight other social networks including Twitter, Instagram, Snapchat, Pinterest, Tumblr, LinkedIn, YouTube, and Google+, download the full report by following the link below.

Get everything you need to analyze the metrics that matter

The 2016 State of Social Marketing


Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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