Retail brands, TV shows and musicians appear to have been worst hit by Facebook’s moves to delete inactive accounts, according to a quarterly report produced by social analytics firm Online Circle looking at how different categories and individual brands were impacted by this change.
Newspapers and Magazines were the least hit – and in fact over the same period have increased their fans both by number and by level of engagement.
Radio remains the most engaged category with on-air talent attracting more interaction than other categories. It is followed by newspapers and magazines, then TV shows.
It highlights how much of Facebook's traffic and audience interaction is driven by content producers and publishers such as magazines and TV networks media outlets providing their content on the platforms.
Of the top 30 Facebook pages by engagement, 26 are those owned by media networks – either radio stations or magazines or news producers. It's a similar tale for the top 30 pages by fan numbers. Brands only account for a handful of the top 30 while on-air talent, TV shows, magazines and news outlets top the list.
Radio and magazines also make up the two highest growth in terms of fan numbers during the period.
In radio, while Hamish and Andy have the highest number of fans, their page saw the biggest drop in likes, down 6.1% and has one of the lowest levels of engagement on the platform. Meanwhile Fifi & Dave retain the highest share of engagement and levels of engagement are far above any other radio fan pages.
The full report breaks down the fan engagement and likes for the top 20 brands within categories including travel and tourism, where Tourism Australia’s Australia.com, holds a 53% share of engagement within the category. For alcohol brands, wine label Yellow Tail has the most fans, the highest average engagement and the highest share of engagement within the category.
In automotive, Holden saw a 4.61% drop in fans during Q1 and but still holds the greatest share of engagement.
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