Organic Reach On Facebook Really Is Dropping
There’s been a lot of discussion about the widespread drop in organic Facebook Page post reach, and this week, EdgeRank Checker put out some more data to back up the bitter reality for brands.
According to its findings (via TechCrunch), the typical Page last month say organic reach per fan of 6.51%, fan reach per fan of 6.46%, and viral reach per fan of 0.99%. For comparison, organic reach per fan was 16% in February of 2012. Last September it was 12.60%. It’s been already nearly cut in half since then.
Ogilvy recently supplied a similar picture:
A recent report from Valleywag indicates organic page reach will reach as little as one or two percent.
“Many different types of businesses are still doing very well on Facebook, even in terms of Reach. We’re starting to see that brands who naturally do well in social media are performing stronger than brands that traditionally struggle,” says EdgeRank Checker. “For example, artists/musicians/entertainers/movies are experiencing average Organic Reach well above their news feed competitors like retail/clothing/bank/appliances.”
Tell that to actor Rainn WIlson. He recently tweeted, “Turns out my @Facebook is kind of worthless. I used to post & reach most of my 200k followers, now I reach 5k & have to pay to hit more.”
“There are still brands that are leveraging Facebook quite effectively, especially by leveraging things like Shares, and encouraging people to Organically discuss/promote their content (think Old Spice),” EdgeRank Checker says. “Interestingly, Viral Reach per Fan is up to 1.10% (0.60% in Feb 2013). Facebook is giving additional exposure to content that it deems ‘Viral.’ If this number had significantly decreased, or approached 0—we would be concerned that Facebook was even further squeezing brands. However, this does not seem to be the case.”
Things might be going fine for those Pages that Facebook has deemed to be “quality” sources. As comments from Facebook News Feed manager Lars Backstrom suggest, its algorithm pretty much only looks at source when determining the quality of content.
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