If you get two or more social media marketers in a room, it does not take long before the topic of Facebook page reach comes up. Specifically, about the decline in page reach, everyone has noticed lately.
Well, good news! Thanks to BuzzSumo, we now have evidence to back up what you have all been noticing.
According to some new research from BuzzSumo, Facebook posts that brands and publishers have created has seen a 20% decline in reach since January 2017.
After analysing over 880 million Facebook posts from brand and publisher pages, BuzzSumo had noted a sharp decline in the reach.
So what is causing the decline? Well first, let’s look at the number of changes Facebook has made to their newsfeed algorithm in the past year or so:
- June 2016 – Facebook rolls out a change designed to put more emphasis on family and friend content over brands and publishers
- August 2016 – An update designed to improve the individual relevance of stories shown to each user
- January 2017 – A News Feed update designed to better identify and rank authentic content
- May 2017 – Reduce the reach of links to sites covered with ads
- May 2017 – A change to reduce the reach of clickbait
- August 2017 – Facebook announces that links to non-mobile optimized pages would be penalized.
Despite the fact the change really hit everyone in January this year, it is likely that the main culprit is, in fact, the June 2016 update. Up-weighting family and friend content over brand and publisher is going to have a tangible effect on your page post reach. In addition, a number of people started seeing a decline in organic and paid reach back in June 2016. This decline has continued to this day.
It is also worth noting that different content types saw different levels of decline. It is no surprise that video content saw the smallest decline with Image and link posts being hit the hardest.
This lines up with Facebook’s continued push for video content.
So what does this all mean for us? Well, for starters, we all have to live with algorithm changes. These are a fact of life and there is very little we can do about it.
What we can do, however, is to look to minimise the impact by utilising higher performing post types. Yes, video.