For more than a year now, the Facebook platform has reduced the reach of the most promotional publications, i.e. the brand pages. In order to disseminate them, you’re going to have to put your hand in your pocket. This is a subject that annoys many community managers and social media agencies.
Reach organic?
Reach is the number of fans reached by a post, i.e. the number of fans who potentially see the publication on their wall. If you have 50,000 fans and a post reaches 5,000, you get 10%.
Who is to blame for the drop in Facebook reach?
It’s due to increasingly strong competition (users are on average fans of more and more pages). Indeed, Facebook announced in a note that it will reduce the reach of publications made by the pages of brands that it considers too promotional. This will apply to publications whose sole purpose is to incite the fan to buy a product or install an application, publications that simply highlight a particular promotion and publications that reproduce word for word an advertisement posted on Facebook.
Facebook finally tells us that the change in the news algorithm and the drop in reach are not linked. In addition, it should be noted that the reach did not drop overnight.
The company headed by Mark Zuckerberg justifies the decrease in organic reach by the results of a survey conducted among hundreds of thousands of users, the majority of whom expressed their weariness and dissatisfaction with this type of content blocking their news feed, to the detriment in particular of publications by friends to whom they are more interested.
At present, we do not have precise figures on the decline in the reach of publications. Edgerank Checker addressed the issue by analyzing more than 100,000 posts on 1,000 pages between 4/11/13 and 30/12/13. The results unfortunately confirm the first empirical observations.
These figures are to be taken with tweezers. Indeed, they do not necessarily illustrate the situation of your own pages. In any case, they have the merit of illustrating a heated subject.
