Source: http://adage.com/article/digital/study-reach-organic-facebook-posts-engagement/238365/
WPP media-buying unit Group M, recently conducted some interesting research related to brands posting on Facebook. They found that Facebook users seeing organic posts from brands they "like" was down 38% in the five weeks after Sept. 20, from 15.56% to 9.62%. However, they found engagement on the posts is up 96% from 0.79% to 1.49%. So fewer fans are seeing the posts, but those who do are more likely to have an affinity for the brand.
This is good news/bad news for brands. They are still reaching their most devoted fans, but if they are looking to maintain the same amount of reach they had previously, they now have to spend more ad dollars and use paid advertising to reach more people. Oddly, Facebook denies making any changes that would lead to organic posts going to fewer people, but they do acknowledge making some algorithm changes so that they get less negative feedback about posts
Overall I think this is a positive change. Brands are still able to reach the customers that really care about their products, and the users that only liked a brand to enter a sweepstakes don't have to constantly get spammed by a brand they have no interest in. While it does reduce the reach that brands have, they are still hitting their core consumers that may actually buy their products. It also reduces negative feelings that some people may develop for a brand when they are constantly receiving messages from a brand that they are not interested in. As a consumer this is very appealing, and would actually make me less picky over which brands I choose to interact with. If I don't have to fear a never ending stream of spam, I might be more likely to enter a sweepstakes of a brand i'm not entirely interested in. So in the grand scheme of things this could help brands cultivate a devoted following of people that really like their products while developing a larger base of people whom they only message on rare occasions.
WPP media-buying unit Group M, recently conducted some interesting research related to brands posting on Facebook. They found that Facebook users seeing organic posts from brands they "like" was down 38% in the five weeks after Sept. 20, from 15.56% to 9.62%. However, they found engagement on the posts is up 96% from 0.79% to 1.49%. So fewer fans are seeing the posts, but those who do are more likely to have an affinity for the brand.
This is good news/bad news for brands. They are still reaching their most devoted fans, but if they are looking to maintain the same amount of reach they had previously, they now have to spend more ad dollars and use paid advertising to reach more people. Oddly, Facebook denies making any changes that would lead to organic posts going to fewer people, but they do acknowledge making some algorithm changes so that they get less negative feedback about posts
Overall I think this is a positive change. Brands are still able to reach the customers that really care about their products, and the users that only liked a brand to enter a sweepstakes don't have to constantly get spammed by a brand they have no interest in. While it does reduce the reach that brands have, they are still hitting their core consumers that may actually buy their products. It also reduces negative feelings that some people may develop for a brand when they are constantly receiving messages from a brand that they are not interested in. As a consumer this is very appealing, and would actually make me less picky over which brands I choose to interact with. If I don't have to fear a never ending stream of spam, I might be more likely to enter a sweepstakes of a brand i'm not entirely interested in. So in the grand scheme of things this could help brands cultivate a devoted following of people that really like their products while developing a larger base of people whom they only message on rare occasions.
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