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BizReport : Social Marketing : June 07, 2016

Facebook algorithm change negatively affects media brands

Media companies have been negatively impacted by recent changes to Facebook's algorithm, according to recent research from SocialFlow.

by Helen Leggatt

Stories posted by media brands to Facebook during May saw a notable drop off in audience numbers, according to SocialFlow. The social analytics company examined 3,000 Facebook pages, most of which were publishers with a collective annual impression count of around 500 billion reaching 600 million unique users, and found that, in May this year, stories posted to Facebook by media brands reached, on average, 68,000 users compared to 117,000 in January.

That's a significant 42% drop in reach.

Furthermore, the total combined reach of all Facebook posts was down 12%, from 42 billion to 37 billion over the same period.

Prior to the change "media companies were doing phenomenally well", SocialFlow CEO Jim Anderson told The Financial Times. "Facebook has been wildly successful as platform, and media companies provide a significant portion of the content that makes it so appealing," hed added. "But Facebook of course controls the algorithms, and gets to adjust how users experience the content in the News Feed."

So, what can publishers to do combat the drop in posts being seen by Facebook users? Writing on his company's blog, Anderson suggests that it's time publishers began experimenting with different types of content on the social media website to see which bring most success.

"Facebook will continue to adjust their algorithms, so there is no silver bullet," he warned, "but being aware, and knowing the difference between declining results due to Facebook adjustments and declining results on their own is important."

Tags: audience, reach, social media, trends

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