Is Social Media Becoming a Spectator Sport?

Consumers are interacting less and lurking more on Facebook, according to the latest statistics from GlobalWebindex. During the third quarter of 2015, 34% of users updated their status and 37% shared a photo at least once. Both those metrics were over 50% a year ago.

Americans’ involvement with brands and businesses on Facebook is also drifting downward. Post reach and post engagement hit six month lows in October, with more popular pages experiencing larger declines.

Surprisingly, consumers are visiting Facebook just as frequently as ever. Roughly two thirds of monthly users check the network at least daily. But, they often spend that time observing, rather than interacting.

This is not a brand new trend. Back in 2013 Pew Research first highlighted that Facebook users were gradually becoming more passive.

Facebook doesn’t particularly like to discuss this topic. But, they are working to increase user engagement with personalized prompts to post, trending news to share, and On This Day reminders to re-post. Time will tell if these tactics are successful.

What are the implications for your business?

• Should you modify your social media strategy in response to declining consumer activity on Facebook?
• Should you rebalance your marketing plan to include a broader array of tactics, above and beyond social media?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: GlobalWebinex 2015, Locowise 2015, Marketingland 2015, Wall Street Journal 2015