We have discussed Facebook’s organic reach decline on TKGenius for the last several months. At the risk of angering big and small brands alike, Facebook slowly reduced the organic reach for business pages over the last year, resulting in some brands leaving for other platforms such as Twitter and Google+.
Was this a good decision on the part of the brands saying “Adios”? Probably not. As new traffic numbers are released by Shareaholic for the second quarter, the infographic below shows that Facebook is still by and large the biggest driver of traffic.
As you can see, referrals began to climb from March to June, but really took off in the second quarter, with Facebook driving 23.39% of ALL referral traffic in June, with Pinterest coming in a distant second. This is an increase of more than 150% from last June, allowing Facebook to continue to be the dominant force in social media.
Pinterest, the darling of the web, also saw a dramatic increase over last year. Image as content is getting more and more love from users – proved by the more than 69% in growth since last year.
Coming up third in referrals is Twitter. While Twitter remains very popular among users, it doesn’t have the reach that Facebook continues to garner. Most brands use it for branding alone as opposed to trying to actually drive traffic.
What does all of this data mean to you? Basically, Facebook, even with the organic reach nosedive, performs. It will still provide the best ROI of any of the social media platforms out there. Facebook changes just enough to keep users interested. The newsfeed changes constantly, creating an environment where users can’t help but to read, click, share, like and save. It still provides an enormous amount of interaction for brands and the traffic numbers speak for themselves.
So, did you decide to just muddle through Facebook’s organic reach decline, or did you choose to abandon ship and spend your online marketing dollars elsewhere? If you left, we’d love to hear what you’ve been doing instead of Facebook.