04/17/2026
Business owners! We just dropped our Q1 Intelligence Report on Instagram but I want to talk about this here too because some of this data matters MORE for Facebook businesses.
We reviewed everything we did in 2025 across 54 accounts, 3,393 posts, 553 shoots, nearly 42 million views across all platforms.
Here's what surprised us most:
Facebook isn't dying like some people claim - it's actually quietly winning. Our Memphis clients saw Facebook grow from 45% to 55% of total views last year. With 3 billion monthly users on this platform, and half of what shows up in your feed is now coming from accounts you don't even follow (This is confirmed by Meta's Transparency Center). Some news publishers are reporting 4x the reach in 2026 vs 2025.
But engagement is dropping everywhere. Instagram is at .45%. Facebook .15%. Comments are down across the board. What's now trending upward is saves and sends (people are sharing content privately instead of commenting publicly).
That means the old playbook of "post and hope for comments" is done. The metric that actually predicts growth now is sends per reach and asking the question: would someone forward your post to a friend?
And if you're one of those businesses still posting nothing but promotions… that's your lowest-performing content type. Across every one of our clients, every industry, promo posts hit .3-.8% engagement - whereas promo content wrapped up in heritage storytelling content hits 1.8-2.4%. Every promotion needs a story to ride. (If you don't know what this means, then you know who to call to learn more)
The full breakdown is in the carousel - swipe through and tell me which one surprised you 👇