Dive Brief:

• Organic reach for brands on Facebook has been on the decline for several years, but according to a new report from Simply Measured, major brands are experiencing an increase in engagement. 
• The Facebook 2015 Industry Report—based on the Interbrand 100 list—found that major brands experienced a 43.5% increase in engagement in the past year. 
• Engagement increased as brands dialed back the number of posts by 12% since Q4 of 2014. 

Dive Insight: 

Simply Measured's study shows that perhaps for brands, at least major ones, the panic over decreasing organic reach was unfounded. However, Simply Measured did admit it wasn't able to identify which posts had been sponsored—a factor that could be fueling the increase in engagement. Likely, it's a combination of factors, including video.

Last month, Facebook hit 4 billion daily video views and several studies suggest that marketers will be posting more videos to Facebook than to YouTube in coming years.