Facebook interactions with brands are rapidly declining. In Q1 2016, engagement rates for Specialty Retail pages plunged to a mere 0.7%, down from 1.1% the previous quarter.
Promoted content offers a quick fix for that problem. By paying to promote their posts, brands could substantially boost engagement. However, most retailers in L2’s Digital IQ Index: Specialty Retail fail to do so.
Between February and June, only 10% of Specialty Retail posts were promoted, according to L2’s Promoted Posts report. During the same time period, Big Box retailers promoted 32% of their posts.
Un-promoted brand posts generated 192 interactions on average – 96% fewer than promoted content. That makes clear that retailers are missing a substantial opportunity. Without setting aside financial resources for promoting posts, brands risk being invisible to consumers.