Source: Adobe [pdf]
Notes: Algorithm changes enacted by Facebook in Q1 led to interaction rate declines across most post types, details Adobe, which notes that algorithm changes in Q3 2014 have boosted link posts’ interaction rates. Although recent data from Socialbakers suggests that videos now have the widest reach, Adobe’s data indicates that image posts continue to be the Facebook post type generating the highest interaction rates. In fact, link posts’ interaction rates (1.8%) – which have grown for two consecutive quarters – now rival video posts’ rates (2%).
Separately, the Adobe data indicates that – not surprisingly – interaction rates are down across the 4 industries identified. Retail remains the industry with the highest interaction rate on Facebook (4.1%, down from 4.6% in Q1 2014), followed by travel (3.3%, down from 4.4%), media/entertainment (2.5%, down from 3.2%) and financial (2.3%, down from 3%).
Overall brand posts grew by 31% year-over-year, with organic post impressions continuing to decline (down by 35% year-over-year) and paid post impressions growing (by 8% year-over-year).
Related: Teens & Social: What’s the Latest?
About the Data: The Adobe data is based on an analysis of more than 490 billion Facebook post impressions.