2016年Facebook用户生成内容报告（英文版）_26页_7mb

报告摘要

Facebook User-Generated Content (UGC) Benchmark Report Summary

Core Content Overview

This report, published by Mavrck on February 13, 2017, provides a comprehensive analysis of user-generated content (UGC) trends and benchmarks on Facebook for 2016, and outlines opportunities for brands to leverage UGC in 2017. It emphasizes the importance of UGC in driving engagement and offers actionable strategies for brands to become UGC-powered.

Key Findings from 2016 Trends

1. Engagement Growth

Average engagements per post increased by 26.06% in 2016 compared to the previous year.
Likes saw a 30.7% increase, comments a 19.84% increase, and shares a 4.81% decrease.
Overall engagement per post decreased by 15.14% compared to 2015, indicating a shift in user behavior.

2. Decline in Original Posts

Average posts per user decreased by 29.49%, showing a significant drop in content creation by users.
Average earned engagements per user also dropped by 11.41%, suggesting reduced overall interaction with content.

3. Brand-Generated vs. UGC

UGC containing a brand earned 6.9x more engagement than brand-generated content, highlighting the value of user-created content.
Micro-influencers (users in the 75th+ influence percentile with 500+ friends) had an earned engagement rate 3.5x higher than the average user.

UGC Benchmarks for Q1 2017

Average posts per user per month: 34.67
Average engagements per post per month: 5.38
Average earned engagements per user per month: 181.10
Average likes per user per month: 145.20
Average comments per user per month: 31.38
Average shares per user per month: 4.07

These benchmarks illustrate the continued importance of UGC in driving engagement and conversions on Facebook.

Main Recommendations for 2017

Who: Discover Customer Advocates and Influencers

Brands should identify loyal customers who are likely to advocate and have influence.
Loyal customers can be found through existing loyalty programs or repeat purchases.
Advocates can be segmented based on their content creation history, such as reviews, referrals, or social content.

How: Identify Opportunities for Content Creation

Focus on customer-initiated brand experiences that create natural storytelling opportunities.
Align content creation with key stages of the customer journey (e.g., post-purchase, during engagement with web/email).
Provide content activation notifications to prompt customers to share their stories, such as reviews, contests, or product samples.

What: Encourage Original and Visual UGC Featuring the Brand

Brands should prioritize video (Facebook Live) and photo posts, as these formats drive higher engagement.
Three types of UGC are recommended:
1. Informative & Educational content (e.g., product reviews, unboxing videos)
2. Inspiring & Entertaining content (e.g., lifestyle posts, campaign-themed stories)
3. Conversion-focused content (e.g., exclusive offers, promo codes)
Minimal brand guidelines should be provided to give customers creative freedom while ensuring brand alignment.

Strategic Insights

Facebook’s algorithm continues to prioritize content from friends and family, making UGC more effective than brand-generated content.
Ad blockers are expected to increase by 43.5% in 2017, reducing the effectiveness of paid ads.
Sponsored posts and ads are becoming less effective due to rising competition and ad rates, pushing brands to focus on UGC strategies.
UGC-powered marketing is a sustainable and scalable alternative to traditional paid strategies, offering better engagement and authenticity.

Conclusion

This report underscores the growing importance of user-generated content in Facebook's ecosystem. With organic reach declining and ad effectiveness being challenged, brands must shift focus to UGC strategies that leverage customer advocacy and influence. By identifying and activating the right customers, brands can create a more effective, engaging, and authentic presence on the platform.