Facebook Admits Lower Engagement Rates

Time to fess up – Facebook has come clean and admitted that new changes to its algorithm will adversely affect post reach for businesses.

The storyline is like a bad déjà vu – just under a year ago Facebook made a few tweaks that saw drastic drops in engagement rates. Businesses and marketers – some of which had spent small fortunes building up their fan base – kicked up a storm. Facebook denied the changes had any impact on page reach.

At least this time around they’re coming clean.

The tweaks are a result of increased competition as more and more businesses take to the platform, since “content that is eligible to be shown in news feed is increasing at a faster rate than people’s ability to consume it.”

Essentially they’ve brought in the tweaks with the intention to help improve the overall user experience.

On one end, you can’t fault them for trying to better the platform – they’ve come under a lot of fire recently for some dodgy privacy policy changes, spammy advertising sponsored posts, and new Terms of Use that meant users no longer owned any of the images they posted to the network – all of this resulting in its declining popularity, especially amongst teenagers.

On the other hand, the new update is extremely frustrating for businesses & marketers that have invested a lot of time and resources into building their pages.

So what does this all mean for your business page? In essence, creating engaging and relevant content has become even MORE important. You might also have to cough up a few bucks to get important messages shown to your fans.

The moral of the story: convert your fans into an email database, you will never own your Facebook fans and little tweaks like these can kill your strategy. At the end of the day the only fool-proof digital asset you can have is your propriety audience.

Image by James Vaughan CC

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