The average number of engagements with Facebook posts created by brands and publishers has fallen by over 20% since January 2017.
We analyzed over 880 million Facebook posts published by brands and publishers over the last year. In this sample the average number of engagements fell from 340 to 264 over the first six months of the year, as shown in the chart below.
The biggest fall in engagement was with image posts and link posts. According to the data video posts had the smallest fall in engagement and videos now gain twice the level of engagement of other post formats on average. The chart below shows average engagements by post type in June 2017.
For more on video engagement read our recent research post analysing 100 million Facebook videos.
The detailed data on all 880 million posts is set out at the end of this post.