With a lot of press around Facebook’s self-imposed declining engagement rates. I was really curious about engagement rates for Youtube vs Facebook communities, specifically with regards to brands. Brands have invested a great deal of ad dollars into growing their Facebook Fan bases, but now Facebook is basically suppressing organic reach.
So, I was curious – are the brand communities on each platform equal in terms of engagement? To try and find an answer, I took a look the top 5 from each and pulled the rate of comments per post or upload over a one week period. I chose comments as the sole indicator of engagement because comments are apples to apples. There are no dislikes on Facebook (but there are on YouTube, etc). So I figured focus on what I can measure.
While brands have incredibly large Facebook communities, their average engagement rates (at least for comments) is significantly less than YouTube.
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