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Monday, 12 March 2012

Less than 1% of Facebook Fans (actually) do something

The Ehrenberg-Bass Institute reveals, based on a 6-week study, that only 1% of Facebook fans engage with brands. The rule is 90/9/1. That means, 90% of users will never post, 9% will post once or occasionally and 1% will post often. They studied the 200 most "sexy" brands. Looking at 10 passion brands as Nike, Old Spice, Harle-Davidson, Porsche, Ford Mustang, Jack Daniels and Tiffany & Co, the researches found an average engagement of 0.66%

Only one of 200 brands achieve 2% of engagement. The brands with more engagement are alcohol brands, cars, cosmetics and electronic stuff. And those with less are distribution, software, apps and confectionery.

In the last 6 months the brands on Facebook has halved, based in E.Life study. And some of them has gave up the network, as Gap.