Post by account_disabled on Dec 26, 2023 6:03:41 GMT
For several months, articles and alerts have been multiplying on the decline in reach on Facebook . This means that it is becoming more and more difficult to reach your fans without using paid features such as Facebook Ads for example. Hence the question that more and more companies are asking: Should we leave Facebook? The problem is that most of these articles only take part of the story into account by focusing only on impression quantity (the number of times a post is viewed). It is important to understand that Facebook is more of a qualitative tool than a quantitative one.
A study was conducted by a US agency ( Hill Holliday ) with 15 brands and 385 million impressions Email Data from 6,000 posts. First conclusion: organic reach (natural reach, without paying) is falling sharply, whether the brands are consumer products, financiers/insurers or distributors. The latter being the most affected. Second conclusion: beyond reach, they measured engagement (% of Facebook members who Like, comment or share) and virality (% of impressions from non-fans). During this same period, these 2 data increased. In terms of virality, little impact for distributors (less than 1% increase). Consumer brands are those for which it is strongest (more than 4%).
Regarding engagement, it increases in the same proportions for everyone (around 4.5%). What happened is that Facebook evolved its algorithm to show content to fewer people but to a higher percentage of people interested in that content. This is just targeting, which is what every marketer seeks to improve. With a little analysis, we are therefore in a win-win-win situation. Facebook provides a better experience for those who are there. Facebook subscribers are less polluted by content that does not interest them. Brands place their content in front of audiences that are more suitable for them. To be more effective: - Understand that the number of fans is not the main measure of success or relevance on Facebook.
A study was conducted by a US agency ( Hill Holliday ) with 15 brands and 385 million impressions Email Data from 6,000 posts. First conclusion: organic reach (natural reach, without paying) is falling sharply, whether the brands are consumer products, financiers/insurers or distributors. The latter being the most affected. Second conclusion: beyond reach, they measured engagement (% of Facebook members who Like, comment or share) and virality (% of impressions from non-fans). During this same period, these 2 data increased. In terms of virality, little impact for distributors (less than 1% increase). Consumer brands are those for which it is strongest (more than 4%).
Regarding engagement, it increases in the same proportions for everyone (around 4.5%). What happened is that Facebook evolved its algorithm to show content to fewer people but to a higher percentage of people interested in that content. This is just targeting, which is what every marketer seeks to improve. With a little analysis, we are therefore in a win-win-win situation. Facebook provides a better experience for those who are there. Facebook subscribers are less polluted by content that does not interest them. Brands place their content in front of audiences that are more suitable for them. To be more effective: - Understand that the number of fans is not the main measure of success or relevance on Facebook.