Report: More Facebook fans equals lower engagement rates

A recent look at engagement rates on Facebook reveal some big surprises, such as the five most engaged brands on the site. You’ll never guess who made the cut.

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For example, if 100 people see your post and five people “like,” comment on, or share your post, then your engagement rate is 5 percent. That example is rather optimistic, though. The exposure is usually much higher than 100 people, while the ratio of people who engage is usually under 1 percent.

Digital and social media analytics firm Socialbakers recently set out to determine which industries and brand pages have the most fans, and the highest engagement rates among those fans.

In general (with the exception of the fashion industry) a higher fan base means lower engagement.

When it comes to specific brands, the ones with the highest engagement rates may surprise you. Here are the top five brands in the fast moving consumer goods category by average engagement rate:

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