Table 3.
Visibility metrics over time for Facebook and Twitter. Values reflect mean (SD) and ranges.
| Yeara | |||||||
|
|
Average annual reach rate | Average annual engagement rate | Average annual impression rate | ||||
|
|
Mean (SD), % | Range | Mean (SD), % | Range | Mean (SD), % | Range |
|
| All years (except year 1) | 80.1 (79.1) | 8.0-355.3 | 7.6 (5.8) | 1.2-29.2 | 1260.3 (1076) | 559.4-4152.9 |
|
| Year 2 | 50.2 (30) | 26.7-113.9 | 8.2 (4.7) | 4.1-16.5 | 1564.9 (1319.6) | 559.4-4152.9 |
|
| Year 3 | 52.5 (37.7) | 13.5-128.9 | 5.4 (2.7) | 2.1-11.2 | 803.4 (195.6) | 573.5-1141.6 |
|
| Year 4 | 138.4 (111.4) | 11.6-355.3 | 10 (8.3) | 1.4-29.2 | —b | — |
|
| Year 5 | 62.8 (61) | 8.0-122.5 | 5.7 (5.3) | 1.2-12.0 | — | — |
|
aMetrics exclude each platform’s first year of data because these metrics appear inflated due to high engagement from a limited number of followers, as the pages were being established and accruing followers. For Facebook (launched in January 2019), year 2: January 2020-December 2020; year 3: January 2021-December 2021; year 4: January 2022-December 2022; year 5 (partial, n=4 months): January 2023-April 2023. For Twitter (launched in July 2020), year 2: August 2021-July 2021; year 3 (partial, n=8 months): August 2022-March 2023.
bNot available.