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What is a good Facebook Virality rate?

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# (

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.


How to tell whether your Facebook marketing is crap, average or great

It has become a very well-known marketing technique – if you have a business, you want it to have a Facebook page. Setting it up, adding exclusive features, gathering as many likes as you can and keep the dialogue with your audience alive and active.

And so you start posting pictures, videos, entertaining material, exclusive information, controversial statements to start a debate, and so on. Your amount of likes rises as should your “talking about” rate. Everything looks fine, yet some questions might dawn on you.

First of all you should know what that “talking about” means. According to Facebook, it is the sum of “users you have created a story from your post” – a story being a like, a share, a comment or an answer to an event. Now that this has been cleared up, a bigger question needs to be answered:

What is a good “talking about” rate?

In other words, at what point can you consider the amount of interaction satisfying? Facebook does not tell you that.

This is why we decided to lead our own inquiry and compare 12 major brands (BMW, Audi, Volkswagen, Facebook, Starbucks, McDonald’s, PlayStation, iTunes, HP, Subway, EA Sports, Nivea) which have the particularity to have several Facebook pages: one for every language or country. We checked their number of likes and “talking about” rates on three dates (24th January, 31st January and 7th February 2012), calculated their ratios and established an average of these.

The ideal “talking about” figure or number of likes?

It seems that even if you have a brilliant online media specialist running your page, having more than 1,000,000 likes renders it challenging to reach high “talking about” rates – between 1% and 3% with the exception of the American page of McDonald’s that exceeds 5%. A previous study had already proven that large pages (over a million likes) have more trouble reaching their “likers”.

On the other side, the highest ratios “talking about” number of likes are reached by pages with less than 100,000 likes, higher even when they have less than 10,000 likes. They manage to score 10 to almost 20% with the exception of the Polish Audi page that scores an astounding 44% with a mere 4,000 likes.

In a nutshell it seems you should not aim for quantity, but for quality. It is better to have fewer faithful committed fans than a large pool of likes that does not interact with you.

So does a high number of likes really imply a lower talking about rate?

We did some correlation analysis to check what the statistics would tell us. There are two possibilities:
1. The number of “talking about” increases at the same rate as the number of likes, or in statistical terms: There is a linear relationship.
2. The number of “talking about” slows down the higher the number of likes gets, or in statistical terms: There is a non-linear relationship.

Calculating both options we get a correlation of 0,96 for option 1 (using the Bravais Pearson correlation coefficient) and 0,87 for option 2 (using Spearman’s Rho). Both coefficients can rank between 0 (no correlation) to 1 (perfect correlation). Hence both options have a high statistical correlation: Based on the numbers we cannot say for sure which assumption is correct. If you think this sucks (we did) just scroll all the way to the end and fill out the survey (this helps us gather more data so we can do a better analysis).

The “talking about” vs. “likes” data in a graph

Is your targeted country a factor?

As we pointed out in our first Facebook study, some countries are more inclined to liking a page than others. What about interaction then?

The final figure is 5.79% (for our sample) – that is the average percentage “talking about” per number of likes, all countries taken together. However, the average differs from one country to another. If your page targets a Polish audience, the average is above 10% – the Poles are more faithful fans than other countries. Brazilian and French audiences are fairly willing to participate as well: both scored over 5%. Spain is right behind with 4.75%. Then come the tough crowds – Germany and Italy only get 3.92% and 3.57% respectively. The American/general page is last with 2.60%. This might have different reasons such as how many brands an average user in that country likes – the more brands, the less time for interaction with each brand.

So, by now you know that “talking about” rates differ by country and possibly by the number of likes. But wouldn’t it be cool to have some comparison data for your industry? We thought so as well, so we created a survey to do a more in-depth analysis including Reach and Virality data from Facebook Insights – finding out what good rates are, what your target should be, etc.

In order to do so, we need YOUR help! We would like to invite you to fill out a 10-question anonymous survey that only takes 5 minutes (we used a stop watch to make sure) to complete.

You can find the online survey by clicking on the URL below:

We will list all participating companies with a link below (if they want) in order to boost results. The following companies are participating:
Dublin’s Q102: More music. Less talk.
Bonprix: Fashion, shoes and homeware at unbeatable prices.
Hitmeister: 100% secure buying and selling.
WHU: Otto Beisheim School of Management.
Netmoms: Babies, kids and pregnancy.
OnlineMarketingJobs: The best Jobs for SEO, SEA and online marketing.
Loftville: My key to the best apartments in the city.
Tatort News: The weblog to Germany’s most successful crime show.

In order to get listed, send us an email to Stefanie [at] bab[dot]la