Might this have anything to do with the abrupt shift to Timeline?
The recently-released study, from Recommend.ly, focuses on the broad collection of Fan Pages on Facebook, of which bands and musicians are a significant subset. And according to the results, more than two-thirds of all Fan Pages are now inactive in some way, based on a sample of 5.76 million Pages. “The current study discovered low levels of active Pages, a fall in average number of posts and a huge drop in engagement rates since March,” the researchers relayed in a note.
These are some of the ‘dead’ giveaways:
(1) 63.9 percent of Pages have no cover photo.
(2) 70.1 percent of Pages make 0 posts a month
(3) 83.4 percent of Pages never participated in conversations
(4) 50 percent of Pages have less than 300 fans
The report comes alongside massive drops in traffic to dedicated artist fan pages, and major, extinction-level threats for Facebook-directed companies like BandPage and FanRx. The environment suddenly shifted in March, when Facebook railroaded traffic away from Fan Pages, and towards a unified, Timeline-infused main page.
That fit Facebook’s broader strategic objectives, but dramatically changed the environment for artists and the music industry. And several months later, the deteriorating effect on artist pages has become more serious. According to the Recommend.ly study, the number of musician, entertainment, and related Fan Pages has dropped significantly since the redirects, at least relative to other categories. All of which obliterates any misconception that Facebook can serve as an artist hub online going forward.
In the following breakdown, bands are part of ‘Personal Brand’ pages, which also includes groups like comedians, politicians, and other entertainers.
Splicing things a bit further, Recommend.ly also found a shockingly-large group of disengaged bands on Facebook. This is breakdown of complete non-responsiveness to fans, or any direct fan outreach on Fan Pages.
Time for MySpace Music to refill that void? I’m only half joking…