Facebook Continues To Tighten Organic Page Post Reach

Earlier this year, we put together a piece about the “paid organification” of Facebook and how users can pay-to-play for optimal visibility. LLsocial reported that over the past week many admins have discovered a loss of reach from organic page posts in a widespread fashion.

Reports varied from a decrease of  5%-40% organic reach to a September report showing overall viral reach losses of 14%. One theory from Geoffrey Colon was that Facebook is trying to display 80% of organic content in the News Feed and with the other 20% consisting of sponsored items. The fact of the matter is that the reach of many pages has decreased over the past few weeks.

In order to explain this, ‘we reached out and received the following statement from a Facebook Spokesperson:

We’re continuing to optimize News feed to show the posts that people are most likely to engage with, ensuring they see the most interesting stories. This aligns with our vision that all content should be as engaging as the posts you see from friends and family.

The continued optimization towards engagement falls in line with recent fake Like purges which were also aimed towards promoting quality and eliminating spam. The push towards limited page posts is likely a welcomed change for the average Facebook user who will theoretically encounter less spam and more relevant, targeted messaging from brands.  While the changes are beneficial for Facebook and its users, many brands who’ve invested significant resources and budget to grow pages likely aren’t as impressed.

So how can you combat the continued optimization of page posts? As we’ve continually reported — the number one way to boost your reach is with engagement. Of course having relevant content and a targeted fanbase are the two best ways to help to bolster visibility naturally. In the official help section, Facebook states:

Organic promotion refers to the news feed stories automatically generated from the actions taken by people on your Facebook Page or Page posts. For example, when someone likes something you post to your Page, their friends may see a story about in their news feeds. You can increase the distribution of these stories with Facebook Ads.

One thing’s for certain, the move towards paying for reach has arrived. While admins can focus on posting quality material, and growing an engaged fanbase the reach simply can’t be guaranteed without payment.

Related Topics: Channel: Social Media Marketing | Facebook | Facebook: Pages | Social Media Marketing | Top News

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About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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  • http://www.facebook.com/brandi.devlin Brandi Newton Devlin

    I’ve noticed a dramatic drop in the “reach” of a nonprofit page I manage. We have over 6000 likes and our posts used to average a reach of 1000. Now our posts are reaching 300. Even a posting that had 20 shares and 18 likes (I’d define that as engagement) had a reach of 500. It seems that as our engagement goes up our stats have dropped which makes me wonder if Facebook is tweaking the metrics. Thoughts?

  • http://www.facebook.com/profile.php?id=787514013 Raquel Elle Bell

    There is a link between post content type and how many people view it. I recently did an experiment to see if there was a connection. The results show that between three like posts the one with text only and no outside link received the most views. Now if Facebook was using business analytics to filter posts based on text content to those who had the highest probability of interest based interactions then I could ascertain that this may be attributed to the post type, but because the posts were nearly identical than this theory doesn’t hold water. The only differences between the posts was the way the content was presented. Text only posts had nearly three times higher reach than those with HTML links posted directly in the status update. After reviewing insight data going back to the drop off the results are consistent with the experiment findings. Here’s a link to our experiment.

    http://supersonicoverdrive.blogspot.com/2012/11/dramatic-drop-in-facebook-reach-tied-to.html#!/2012/11/dramatic-drop-in-facebook-reach-tied-to.html

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