Most Facebook pages reach only 3%-7.5% of their fans
Jeff Widman, Co-Founder, PageLever
July 14, 2011
Most Facebook pages reach only 3%-7.5% of their fans [Tweet This]
We recently released some benchmarks about how many fans are visiting your page and how often they see your status updates.
(If you’re not sure what a “daily unique newsfeed impressions” or “daily unique pageview” means, then check out our article explaining Facebook Insights)
Here’s four of the articles:
The actual data:
What does this mean?
As a page grows, pageviews drop 12x faster than impressions. Spend energy on newsfeed content rather than custom tabs. [Tweet This]
I’ve been in the fan page business a while, so I already knew that most pages get fewer pageviews than impressions. However, I always assumed that pageviews and impressions maintained the same ratio over the life of the page. It shocked me when I saw that pageviews drop 12x faster than impressions as you grow from 10,000 fans to one million fans.
Post at least once per day.
Notice the increase in impressions-per-fan once you hit 100,000 fans… it’s the only outlier in the entire data set. My gut feeling is that it’s because once a page hits 100,000 fans, the marketing department starts posting daily rather than weekly. Unfortunately, the benefit is short-lived–by the time a page hits a million fans, they’re only averaging 2.79 daily unique impressions per fan.
The larger you get, the more Facebook promotes your page without charging you. [Tweet This]
As a page grows, it goes from 60% to 90% of its traffic coming from elsewhere within Facebook. It’s not entirely clear why this happens, but it’s clear Facebook ranks pages with more fans higher in the search results. I spot-checked 20 pages with more than 1 million fans, and about 98% of their internal referrals were listed as “search.”
Additionally, the second most popular source of new fan growth (after the ambiguous “other”) was “Suggestions.” Suggestions are those home page ads you don’t have to pay for, where Facebook promotes your page with the message “5 of your friends like PageLever
. Do you want to like it?”
Where did these numbers come from?
A few folks have asked about the methodology behind the benchmarks.
We measured the average performance for a fan page from April 1st, 2011 to May 31st, 2011, and then averaged all similar-sized pages together.
- For each fan page that we measure, we counted the daily unique newsfeed impressions for April 1st, 2011 to May 31st, 2011. Similarly, we counted the daily unique pageviews.
- We normalized the data to “per-100-fans” so that we could compare pages of different sizes.
- For each page, we averaged all the dates to get “average unique impressions per day for this particular page”.
- All the pages were sorted into four buckets based on their size. Any pages with less than 1000 fans were tossed out because their data is too erratic.
- We averaged all the pages in each category, and created a pretty chart.
The daily newsfeed impressions were highly impacted by whether or not a page posted that day. We tossed out all the days where a page generated 0 impressions, but we can’t toss out all the days where a page doesn’t post because if they post at 11:59pm, 99% of the newsfeed impressions come the next day. So right now we can only measure how many fans the average page reaches on a single day, not how many fans the average status update reaches (not the same thing.) Definitely open to suggestions for more sophisticated ways to model this.
Facebook reports traffic from Fan Boxes as internal referrals, whereas most people think of these as external referrals. For simplicity, we just went along with Facebook’s definition and counted it as an internal referral.