Earlier this December, Facebook updated its News Feed ranking algorithm with the goal of showing users more relevant content in their News Feeds. According to Facebook’s newsroom post, this change lets users see more content in their News Feed that others have read, liked, and commented on as well as “high quality” content published by authoritative websites. But lately, it’s been reported that this new algorithm change in Facebook has damaged numerous Facebook pages.
Whenever Facebook makes changes, people eagerly wait to see what best outcome they will get for this change. Sometimes, users remain satisfied for this change, while sometimes they don’t. In December, Facebook applied changes to the News Feed algorithm which reward high quality news stories, blogs and articles. As a result, users started seeing more prominent news stories and notice recommendations for other stories to read.
But according to a study of social marketing company Komfo, the newest Facebook Algorithm changes have had a negative impact on the organic reach of many Facebook pages. The company studied the fan penetration of 5,000 Facebook pages and found the following:
- 28% increase in click through rate
- 42% decrease in organic reach
- 31% increase in viral amplification.
The above data shows that there’s a big decrease (42%) in the organic reach of Facebook pages. On the other side, it seems that new algorithm change in Facebook have had a positive impact on click through rates and virality. The data hints that we now have to focus on creating content that people like to consume, engage with and share and we should invest a modest budget in Facebook Advertising.
What do you think about this study? Share your thought with us in the comments box below.
Source: Social Media Today