A recent study by Mavrck offered insights and trends into how user engagement on Facebook has changed since it updated its algorithm. In 2016, Facebook changed its algorithm to place more emphasis on content from family and friends over brands. This change is important for marketers to understand as they determine ways to reach their target audience.
The report analyzed 25 million user-generated Facebook posts over the course of 2016. Key takeaways from the study show that overall users are less engaged and like, share, and commented less on posts. Users posted less original content, but user-generated content still drove higher engagement than brand generated posts. The algorithm change helped reverse declining engagement, and users ended up being more active by the end of the 2016. Do you like the algorithm change Facebook implemented? Get more details on this study here!