If you’ve noticed a decrease in Reach (organic and viral) for your Facebook Page over the past couple of weeks, you’re not alone. Last Thursday, Social@Ogilvy announced that Facebook let them know about a change in the the Edgerank algorithm that Facebook uses to decide what a user sees in their Newsfeed. The change, launched on September 20th, aims to decrease the number of organic brand posts users see in their Newsfeeds in an effort to help “de-clutter” the Newsfeed, especially for those on mobile devices and tablets.
To follow up and see if the tweak had actually resulted in any changes for brands, Edgerank Checker ran an analysis of 3,000 brand pages comparing data from the week before the change to the week after. They found an average of:
- Organic Reach decreased by 25%
- Viral Reach decreased by 45%
- Engagement/Fan decreased by 17%
- Virality increased by 7%
While the sample size for the study is a little small, we’re seeing similar decreases in reach for some of our clients.
Here’s a look at the kinds of changes we’re seeing for daily and weekly organic reach. We’ve plotted post frequency (number of posts each day) along with daily and weekly organic reach. So we’re able to see that posting cadence didn’t change, but before the update, this brand was reaching about 18% of their fans each day. Post-update (red line), it’s closer to 7% and trending downward.
This is a big blow to brands using Facebook to connect with fans. As Facebook continues to optimize for mobile and works to expand revenue channels, we expect to see more changes like this, which make Facebook feel like a “pay to play” space for brands.
Have you noticed any changed in your daily or weekly Reach numbers? Let us know in the comments (adding the % increase/decrease would be interesting, if you have it!).