Did Facebook Decrease Pages’ Reach?

[Updated: 10/04/12] // We’ve received a lot of feedback regarding this data. A Facebook Ad Rep had emailed the following:

  • We’re continually optimizing newsfeed to ensure the most relevant experience for our users
  • One of the key factors in our optimization is engagement: the amount of clicks, likes, comments, shares etc. generated by a piece of content
  • While overall engagement should remain relatively consistent as a result of our most recent optimization, your organic reach may be impacted
  • The more engaging your content, the lower the impact this optimization should have on your reach going forward
  • Feed is optimized to show users the posts they are most likely to engage with, where engagement is defined as clicking, liking, commenting, or sharing the post – or in the case of offers, claiming the offer.
  • Posts that are more likely to be engaging tend to appear higher in feed. Some of the strongest factors that influence this are how engaging an individual post has been for other users who have seen it, and how engaged a user has historically been with other posts they’ve seen from that page. Feed also takes negative feedback into account, which is the number of people who have hidden a post or reported it as spam.
  • Finally, if a page has a piece of content that it feels will be very engaging e.g. A good offer, a great photo, an announcement, etc. then using paid media to “boost” that post to fans in newsfeed can be an effective tool to increase engagement with fans.

Matt, from another agency, also dropped a great insight into the issue along with their Facebook Ad Rep’s statement. //

Since Ogilvy reported that Facebook announced a drastic change to the EdgeRank algorithm on September 20th, we’ve heard widespread complaints that Page Admins are experiencing a decrease in Reach. We decided to look into the data ourselves to see if this is, in fact, a widespread issue.

Over time we’ve seen Reach slowly decrease as more Pages, and more users, create content. The more content that is posted to the news feed, the less likely your Page’s content will reach your fans. Facebook has also been rumored to provide 80% organic content, and “20% paid content in the form of sponsored stories” for Pages. So, tweaks in EdgeRank can cause fluctuations in metrics for brands on Facebook.

What Did We Find?
The typical Facebook Page in our data set was experiencing 26% Organic Reach the week before the 20th. The week after the 20th, these same Pages were experiencing 19.5%. These Pages lost approximately 6.5% of their Reach after the 20th.

Continue reading

What is EdgeRank?

We built a simple one page site to help explain What Is EdgeRank?
Check it out here: http://www.whatisedgerank.com

EdgeRank is an algorithm developed by Facebook to govern what is displayed (and how high) on the News Feed.

What is the EdgeRank algorithm?

This algorithm can be understood as: the sum of Edges, each Edge is made up of (Affinity, Weight, & Time Decay). This may sound complicated at first, but when you begin to understand the underlying concept, it’s actually a brilliantly simple and effective algorithm. We’ll dive into the details and provide a working example. Continue reading

Impressions & Engagement 1 Week After Facebook’s New Hybrid News Feed

As an initial disclaimer, this blog post is attempting to merely reveal what the first week post-new hybrid news feed data is showing. We expect the data to most likely return to similar levels before the new hybrid news feed, but we do feel it’s important to monitor & report the changes.

What does the data say?

The initial data is showing that impressions are down across the board, the average Facebook Page is experiencing
-33% impressions per post. Engagement (as we reported earlier) is up across the board. The average Facebook Page is experiencing +18% Likes, along with +17% Comments. Continue reading

How the New Hybrid News Feed Affects Engagement

Facebook unveiled their brand new hybrid news feed for all users yesterday (9/21/11). We analyzed how the new hybrid will effect EdgeRank, however now we’ve had some time to analyze the impact on engagement. There’s been widespread rumors that engagement has been down across the board, we decided to put that to test.

We actually found that engagement was actually up across the board.

The details of our preliminary study: Continue reading

Recent Stories Hides Low EdgeRank Objects

The most shocking revelation at f8 was when Facebook revealed that not all posts will reach the Recent Stories section, there is a minimum threshold. “Do all posts appear in Recent Stories?” was asked by Bryan Person (give him a follow on Twitter, fellow EdgeRank expert), which lead to the confirmation. We had noticed a few examples of the behavior, however it had not been officially confirmed by Facebook. This new revelations brings a slight wrinkle to News Feed Optimization.

What does this mean for Facebook Marketers?

Obviously Facebook Marketers strive for high EdgeRank, to increase their visibility in the news feed. With the new hybrid news feed, this means getting your updates marked as ‘Top Stories’. However, with a minimum threshold this adds another layer of pressure. It now becomes a necessity to get your update to ‘Recent Stories’ before worrying about cracking in as a ‘Top Story’. Continue reading

What is GraphRank?

What is GraphRank?

GraphRank is a subset of EdgeRank. It is made up of Coefficient (or Affinity), Weight, Interactions (most likely similar to interactive Edges in EdgeRank), and Time Decay. The equation is most likely nearly identical to EdgeRank. Coefficient (or Affinity) is the relationship between users who share several interests, or have high activity between the two.

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What happens to EdgeRank in Facebook’s new News Feed?

[Updated: 11/1/11 2:00PM EST] // This post is now irrelevant, as Facebook has published the newest iteration of the news feed. //

[Updated: 8/27/11 5:30PM EST] // The Headlined section does not stay fixated atop the feed. Over time, the Headlined section will slip into the chronological section of the feed. This also results in multiple Headline sections within the entire feed. We’ve also observed items in the chronological area, “jump” higher with what seems to be connected with higher EdgeRank. This truly is a unique hybrid feed that we’re testing. //

We’ve had the privilege to have beta access to Facebook’s latest round of tweaking the News Feed. As EdgeRank experts, our initial exposure to the News Feed was disheartening to say the least. When we initially logged on to the new News Feed, Top News was gone. With the Top News gone, where did this leave EdgeRank? Continue reading