Since Facebook pulled what was arguably the biggest bait-and-switch in marketing history, brands have opted to post less frequently or set aside a budget for accessing their followers. This graph from the Digital IQ Index: Watches & Jewelry shows the brands that have reduced their Facebook posts the most.
But not all is bad news for the social media presence of these brands. Leader of the group Alex and Ani has reduced quantity in exchange for quality. The new posts feature lifestyle content as part of the #MotivationNation campaign, and receive close to 5x the engagement of the average Alex and Ani post. The cost of promoting posts on Facebook may have also made brands more conscious about linking to a specific product or store. For example, each post for Alex and Ani’s #DecadeDays campaign in December promoted a daily offer and a link to where it could be redeemed.