STUDY: Facebook Page Posts Net 2.6% Organic Reach in March

The average reach for posts from Facebook pages in March was 2.6 percent, slipping to 2.27 percent for pages with more than 1 million likes, according to the latest research from social analytics and reporting firm Locowise.

Locowise studied 5,000 pages, and it outlined its findings about reach and engagement in a blog post.

Locowise found that:

• Average organic likes growth was 0.53 percent, and pages with fewer than 1,000 likes saw that figure rise to 1.62 percent.
• Of the 2.6 percent of users pages reached with their posts, 11.83 percent engaged with those posts, on average.
• Larger pages did not perform as well, as those with more than 1 million likes saw average post reach of just 2.27 percent, with 11.64 percent of those users engaging.
• Those numbers shot up to 7.47 percent reach and 11.73 percent engagement for pages with between 500,000 and 1 million likes; 9.62 percent and 12.52 percent, respectively, for those with 50,000 to 100,000 likes; and 22.8 percent and 14.21 percent, respectively, for those below 1,000 likes.
• Link posts drew the most organic page likes, with an average of 4.48 percent, followed by status updates (2.62 percent), photos (2.14 percent) and videos (1.85 percent).
• Pages with more than 1 million likes saw link posts perform the best, at 3.78 percent reach, while those with fewer than 1,000 likes were led by video posts, which reached up to 30 percent.
• In terms of engagement, video led at 13.92 percent, followed by photos (13.71 percent), links (7.28 percent) and status updates (4.63 percent).
• Smaller pages got the most engagement from photos (13.64 percent), followed by videos (11.8 percent), links (7.59 percent) and status updates (5.11 percent).
• The numbers were similar for larger pages: photos (13.89 percent), videos (12.8 percent), links (6.01 percent) and status updates (2.56 percent).
• Just 7.38 percent of Facebook pages analyzed by Locowise used Facebook ads to boost reach, but that total nearly doubled for pages with more than 1 million likes, to 14.6 percent.

Readers: Did any of Locowise’s findings for March surprise you?