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.
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List