With 2.23 active users in the second quarter of 2018, it’s easy to see why Facebook is a popular marketing resource for lawyers. But unfortunately, some of their success is being negated by low Facebook engagement.
Let’s now discuss why users are engaging less frequently with Facebook content and why video may be the cure.
What the Data Says
The BuzzSumo team did some extensive research and found the, “The average number of engagements with Facebook posts created by brands and publishers has fallen by over 20 percent since January 2017. We analyzed over 880 million Facebook posts published by brands and publishers over the last year. In this sample the average number of engagements fell from 340 to 264 over the first six months of the year.”
That’s a significant drop. And according to Steve Lawson, there are three main reasons behind it.
- Many brands are spending more on paid Facebook ads, which tend to receive more exposure than traditional, organic content.
- There’s more content. In fact, Lawson says that 1,500 stories could appear in a user’s feed.
- Facebook tweaked its algorithm to “go back to its roots” of primarily displaying content from a user’s friends and family rather than promotional material from brands.
When you put all of this together it creates a rather grim new reality for law firms that are trying to generate leads and build brand loyalty. Fortunately, there’s a strategy that should help you combat low Facebook engagement.
Focusing on Video
In terms of content formats that experienced the biggest drops, it was image and link posts. But the format that experienced the least amount of diminished engagement was video. In fact, video is doing quite well, “which is to be expected given Facebook’s focus on video and the higher engagement which this format generates.”
On top of that, video only accounts for a mere 10 percent of all posts, which means there’s plenty of opportunities for law firms that adopt this content medium.
But as Brent Barnhart of Sprout Social puts it, “Simply copy-and-pasting a link to your recent YouTube video as a post isn’t going to cut it.” To truly thrive, you need to get in the habit of posting directly to Facebook. Some examples could include brief snippets of legal advice, how-tos, Q&As, and so on. You could even experiment with Facebook Live where you post content in real-time.
Barnhart makes it clear that native video is something that Facebook supports and that tends to perform well. As long as the quality level is there and it provides your audience with real value, you stand a good chance of succeeding with video. And in this day and age, it can potentially mean the difference between outstanding and lackluster engagement.
Keeping the Leads Coming
Low Facebook engagement is a major concern for many law firms, especially those that are heavily reliant upon it for referral traffic. But shifting gears and make video your main focal point can help you solve this problem so that a steady stream of leads keep coming your way.