Is it better to have more people paying attention to your work or fewer people who are more loyal?  Musicians, companies, and brands of all sorts are forced to confront this question when it comes to social media outreach.  eMarketer notes that an increase in overall audience--or followers--on Facebook appears to bring with it a decrease in followers' engagement:

So does this mean that brands need to try to connect with fewer people?  Of course not.  But it does point to the need for a coherent strategy that is flexible and expandable enough to allow for continues engagement as the audience grows.  From eMarketer:

There are many posting strategies brands can pursue to boost engagement on pages as the number of fans increases, however. Research from Buddy Media found that tweaking the length, timing and wording of posts could raise engagement.

In addition, the research from Visibli points to how brands should space out their posts. Half of all “likes” happen within 1 hour and 20 minutes of posting, and 70% happen within 4 hours. “Likes” taper off over time, until about 95% are received within 22 hours.

Read Can Brands Maintain Engagement on Facebook? here.