Brand Engagement Rate Still 1%, But Facebook Is OK With That

15 November 2012

Dr Karen Nelson-Field, Postdoctoral Research Fellow, speaks to AdAge about engagement rates on Facebook brand pages, following research findings in January that showed engagement rates were at about 1%.

A lot has changed since then, chiefly the controversial tweaking of an algorithm that determines how many people see brand posts and a change to how engagement is counted. So what's the engagement rate now?

Still 1%. Or to be precise, 1.4%. That's the percentage of fans and friends of fans of the top 200 brand pages on Facebook who are actually engaging with those pages, according to the Ehrenberg-Bass Institute, a marketing think thank based in Australia.

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