Ernoult noted that pages are not created equal. He tracked pages with fewer than 1,000 likes, and found that, on average, they reached 22.2 percent of fans and had an engagement rate of 8.7 percent.
In contrast, pages with more than 1,000 likes reached only 6.6 percent of their fans, with a 7 percent engagement rate.
So what can page administrators, regardless of the size of their pages, do to improve themselves?
1. Know when to post.
This is one of the most frequently asked questions, but there’s no magic answer for all brands. Ernoult urged social media managers to study their audiences and test posting at different times, then gauge times when the response is highest. While posting around 10 a.m. every day may work for one page, it won’t necessarily be for another.
2. Know what to post.
Just as different fans will react to posts at different times, there’s not one magic bullet for the type of content to post, either, though studies have shown that text-only posts get more engagement.