Brands are using Facebook to publish content more than ever before as 8.1 million articles, videos and infographics were posted on the platform during the second quarter of this year, according to a new study by Buffer and BuzzSumo.
While Facebook has had a challenging 18 months due to fake news scandals and brand safety concerns, it remains a primary outlet for content marketing campaigns. During Q2, brands posted 90,000 articles a day, with the overall 8.1 million figure representing a 24% increase year-over-year.
Facebook overhauled its news feed algorithm earlier this year to prioritise more personal moments from friends and family over branded content, but output continues to track steadily upward. The same cannot be said for engagement though, as there were nearly 30 billion interactions during the first quarter of 2017. This figure has since slumped to less than 13 billion.
Brands often turn to creative video to drive engagement through reactions, but even this method is not delivering the same results as before. It means that Facebook is perhaps not the social media marketing behemoth it once was and that brands should look at using a more diverse mix of platforms to support content efforts.
Buffer noted that the recent drop-off in engagement is not entirely down to the algorithm change. The increase in competition means that audiences are now engaging with content in a variety of ways, while there is now a higher standard of content being published overall.