Last January we reported that top brands were posting less than ever on Facebook. That trend has accelerated in 2020.
In January 2019 we found that one-quarter of the Interbrand Top 50 posted to their primary Facebook pages less than once each week. Our research revealed that top brands didn’t even post to support big product launches or to activate key sponsorships, and that many didn’t post to sub-brand pages, either.
In this year’s analysis the number is even higher: One-third of the Interbrand Top 50 posted to their primary Facebook pages less than once each week. More than one-quarter of these top brands didn’t post at all in the first half of January.
So what should you do? Our advice from last year stands: Follow the lead of these top brands. Spend as little time as possible publishing organic social network content. Focus instead on social strategies that drive results, like on-site product reviews, brand communities, and social ads.