El descenso de la visibilidad incrementa las interacciones

Un estudio llevado a cabo por Socialbakers ha mostrado que el número de interacciones totales en las páginas de Facebook ha sufrido un incremento desde la aplicación del cambio de logaritmo que afecta a la visibilidad orgánica. Esto se explica por un esfuerzo mayor de las marcas por crear un contenido atractivo para sus fans.

Para el estudio se analizaron 3 millones de páginas de Facebook y se concluyó que el número total de interacciones ha ido creciendo constantemente durante el último año.

Como podemos observar en el gráfico anterior, concretamente desde enero de 2014 las interacciones se han incrementado un 30%.

La necesidad de medir

El cambio en el logaritmo implica un mayor esfuerzo por las marcas y empresas para conocer cuáles de sus contenidos tienen mayor alcance entre sus fans. Este esfuerzo se traduce en la necesidad de llevar a cabo una medición que probablemente muchas de estas marcas aún no se habían molestado en realizar. Como consecuencia han podido identificar los contenidos con mayor alcance y/o interacción y han potenciado su creación generando contenidos similares. Todo esto se traduce en un lógico incremento de la interacción. 

Antes del cambio de logaritmo, cualquier cosa que decían las marcas o empresas era “escuchada” por un gran porcentaje de sus fans. Sin embargo los cambios ya comentados han obligado a las marcas a decir cosas más inteligentes, interesantes y emotivas que generan una respuesta (comentar, dar a me gusta, compartir) entre sus fans.

Fuentes de noticias frente a empresas

A pesar de lo dicho, el estudio explica que son realmente las páginas que funcionan a modo de “fuente de noticias” las que están logrando este incremento de interacción frente a las páginas que tienen a una empresa detrás. Esto se explica con la siguiente imagen:

graph2-interactions-rising-on-facebook-4--1

Para obtener este gráfico se han analizado 50.000 páginas/empresa frente a 10.000 páginas/fuente de noticias. Observamos que la interacción con las páginas de empresa se ha mantenido estable durante el último año, lo cual indica que algo positivo están haciendo ya que de forma natural debería haberse producido un descenso de la interacción (como reflejo del descenso de la visibilidad orgánica).

Por el contrario, las páginas que funcionan a modo de fuente de noticias han aprendido rápidamente cuáles son los contenidos que generan una mayor interacción entre su audiencia y los han potenciado logrando así un rápido incremento en las interacciones

Las empresas pueden poner el ojo en las fuentes de noticias para incorporar este aprendizaje en su propia forma de comunicar. El storytelling y las publicaciones emotivas deben formar parte, cada vez más, de la estrategia de contenidos de las marcas.

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