Does Facebook suffer from Seasonal Affective Disorder?

shutterstock_121962142

Through Seasonal Affective Disorder, many people can become saddened or depressed over the winter months. Does this affect your Facebook activity too? That’s what Expion, a Facebook Preferred Marketing Developer, wondered.

Expion discovered that, among 50 top retail brands on Facebook, engagement does tend to dip as the days get colder.

Expion found that there are fewer fan actions on retail Facebook pages in the winter months, especially as consumers get exhausted after Black Friday and Christmas. Users at this time are looking more for discounts and coupons rather than engaging posts.

The company also found that pages post less often during the winter months, typically rising back up in the spring and summer. Expion Chief Marketing Officer Mike Heffring noted that many retail brands post more often in the spring and summer because they’re launching new products, utilizing Facebook to stir up some marketing buzz.

Here’s Expion’s analysis of how Facebook fans behave when the temperature sinks:

Expion_SADHeffring discussed these results with Inside Facebook:

The lighthearted part of this was the whole idea of people in winter getting a bit of the blues and I think recharging after Christmas. With Christmas, and Cyber Monday and everything that goes along with that, they’re just kind of exhausted.

So what should brands on Facebook do to still resonate with fans and customers on Facebook during this down time?

You normally see that January and February is the place where people are looking for deals and special engagement kinds of things. Something where, if I’m going to buy or be in the market, does the brand have something special for me? So I think generally you’re probably going to be doing a few more things on rewards, discounts and coupons. I think the other thing that brands can do is capture that season a little bit better. Valentine’s Day in February is one of the biggest days.

Readers: If you manage a Facebook page for a retail store, do you see a dip in engagement after Christmas?

Image courtesy of Shutterstock.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register before July 31 to get $50 OFF with early bird pricing. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Digital Content Promotion Coordinator

The Dallas Morning News
Dallas, TX

Social Media Coordinator

Northside Media Group - Brooklyn Magazine
Brooklyn, NY

Social Media Manager

National Center for Learning Disabilities
New York, NY

Associate Editor, Social Media/Newsletter

AFAR Media
San Francisco, CA

Social Media Coordinator

Benefit Cosmetics
San Francisco, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us