After gathering data from dozens of Facebook Pages over the last few months, we have some data to present about virality rates. What is the average virality rate? How popular should you expect your posts and shares to be? How are you positioning? We have here exclusive answers to questions you have been asking.
First of all, here is the background of the study and the profile of our respondents. A large proportion of the Facebook Pages are related to education (about 30% of them), however there also is a lot of e-commerce and product/brand Pages (close to 25%). Other categories include entertainment, local business and news.
Regarding the size of the Pages – understand number of Likes – our panel was quite varied! On an average, a Page has 16,555 Likes, however they ranged from 123 to 200.050 Likes. Unless you are a worldwide-known celebrity or a listed company, you should find yourself to be in those waters.
What do Page managers do with their Pages?
Let us now have a look at the trends the interviewees reported.
Regarding the frequency of posting, 2 interesting results appeared from the answers: about 40% of users post several times a day and just as many 2 to 4 times a week. Barely 20% post daily and only 3% post less than once a week.
When asked the nature of posts that are the most successful, there is a strong incline for informative posts or links, deemed by 48% of users to be among the most popular. Then come personal pictures, reaching 33%, and informative videos with 29%. It should be mentioned that all choices offered were selected by people taking the survey.
On the other end, the least popular posts happen to be, surprisingly enough, informative posts and links as well, voted by over 72% of respondents. Far behind stand polls (28%) and debates or games with 17%. Among the several choices offered, personal pictures, funny pictures and funny posts/links were voted by none as unsuccessful posts and can be considered as such some of the safest choice for some interaction.
Reach, engaged users, talking about, virality
Let’s focus on figures now. We asked our participants about their average Reach, amount of engaged users, talking about and virality rates.
On an average, the Reach per post is 3,415. However this depends on the amount of Likes you have gathered; 3,415 corresponding to the average mentioned earlier 16.555 Likes, the Reach rate is just above 20% the amount of Likes. The weakest Reach reported was 70, which, assuming is from the same Page of the 123-Like Page, makes a 57% Reach. On the other hand, if the highest Reach rate (25,502) comes from the 200,050 Like Page, the percentage is only 12,7. We can conclude from these that smaller Pages have higher chances of reaching more users than large scale ones.
Engaged users seem to be harder to get. Facebook defines engaged users as users who clicked on the post. The average figure in this category is 110, with data ranging from 2 to 512. Consequently, the number of average users should be about 0.66 of your number of Likes.
The talking about rate builds up from Likes, comments and shares your Page benefits from. Thus inactive Pages are likely to have a talking about rate close to nil. Our data revealed an average of 33, with rates from 0 to 192. Percentagewise, this means 0,2% of your total Likes. You can find more about talking about rate in another article of ours #here# (http://blog.bab.la/online-marketing/how-to-tell-whether-your-facebook-marketing-is-crap-average-or-great/).
Finally, virality. Writing such post that become viral is a tough job and often frustrating – surely the figures Facebook give to you are low, extremely low even. You can relax, most Pages do have weak virality rates – the average amount reached is 1,38%, with Pages scoring from 0 to 2,8%.
So this is how Facebook Pages are used and what they hide. It’s very difficult to get users to reveal confidential data such as virality for many consider them private and confidential. Thanks to all the participants in this survey, we now have a better understanding of how Facebook statistics works and what sort of goal you should aim at. Are your figures completely different from our study? We would like to hear from you! Share your experience on Facebook with us and check our own Facebook Page.