Study: Spotlight on Facebook

Spotlight on Facebook

By far, the most popular activity on Facebook, the world’s most popular social network, is clicking the “like” button on friends’ posts. More than 70 percent of all Facebook users and to a slightly greater degree, teenagers, click the like button.101716a

Other important activities on Facebook include commenting on a friend’s photo or video, messaging a friend on Facebook Messenger, reading an article, commenting on a friend’s post, reading a news story, uploading and sharing photos, updating a profile status, visiting a brand’s Facebook page and browsing the news feed for updates. All of these activities were done by 40 percent of active users, according to GlobalWebIndex.

Despite Facebook’s reign as the No. 1 social network in the world, the percentage of usage by active users declined in each region of the world from 2013 to 2014. The decline in active usage was greatest in the Asia Pacific, down 12 percent; followed by North America, down 9 percent; and Europe, Latin America and the Middle East and Africa, each down 7 percent, according to GWI.

101716bThe introduction of Facebook’s video autoplay feature for ads in Dec. 2013 and for user content in May 2014 has doubled the number of video posts on the social media site from Jan. 2014 to Dec. 2014, according to Socialbakers. The technology, which enables the automatic play of videos in the news feed without users clicking on it, has been the catalyst for Facebook video views surpassing the incumbent, YouTube, in Nov. 2014.

Video also is the No. 1 activity on Facebook fan pages compared to other activities. Video on brands’ Facebook pages draw a 5.7 percent audience reach of each fan base, while status updates draw 4.8 percent reach; links, 3.8 percent; and 2.3 percent for photos.

Average Facebook fan reach on brand pages, based on 4,445 brand pages and 670,000 posts, found that video drove 8.7 percent reach; status updates, 5.8 percent; links, 5.3 percent; and photos, 3.7 percent.

For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.

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