In December 2013, Facebook rolled out its newest News Feed algorithm, which purposefully limited pages' reaches. Facebook admitted that the only way to achieve a higher reach was to pay for advertising. Many marketers and business owners expected this change and understood Facebook's business decision.
What Increased Content Sharing Means for Businesses - Facebook News
In February and March, Facebook focused on improving advertisers' experiences. In this time, ZABAVA noticed the reach across all of our clients was declining. On March 6, 2014, Facebook released its newest News Feed design. While Facebook denied that the updated design of the News Feed has any any affect on pages or how content is chosen to appear in the News Feed, we observed a negative impact.
An Updated News Feed - Facebook News
Since Facebook released its new design, the organic reach on all the business pages ZABAVA manages incurred an even larger decrease in organic reach. To illustrate, ZABAVA's Facebook page has over 700 likes. Prior to December 2013, we could expect to achieve a reach of a little over 100. We were right on target with the average of 16% organic reach based on number of likes. Now, we expect a reach of 25, or 3%. From our research, the average reach is now 2.5%.
What do we advise? Ride this Facebook wave. Experiment with your posts. If appropriate, share your business page posts to your profile. Purchase advertisements when necessary, like when you are running a promotion. Last, as always, post meaningful and engaging content focused on your audience.
Tell us, what changes has your Facebook page incurred since December 2013?