A new study by Group M shows organic posts on FaceBook are reaching less people but when it does the engagement rates are up. The study measured 25 brands on the social network in the five weeks after FaceBook’s September 20 update to Edgerank. The reach of an organic post, which is a post from a brand the user has ‘liked’ as opposed to a post that the brand is paying to seed feeds, fell from 15.56% of a brand’s followers to 9.6%. That is a 38% drop in reach.
That is disheartening news for the social media agency because it mitigates the effectiveness and importance of building a followers list. The good news of this study is that even though reach has dropped a user’s willingness to engage the brand has increased. Before the change to Edgerank only .76% of the views generated engagement, but after the change engagement jumped to 1.49%. Engagement is measured by likes, shares and comments.
FaceBook’s change has made it harder to reach users, but those users that are reached are more likely to be real fans and to spur some sort of interaction. The digital marketing agency will need to decide which is the more important number factor for its clients. Conversion is more likely to happen among those users that engage so the Edgerank change is good, but some industries may favor the reach, for example very unique items. If that is the case, then more brands may need to increase their ad spending on FaceBook to compensate for the Edgerank update’s diminished reach.