More changes to Facebook’s EdgeRank algorithm mean another hit to brands’ organic page per post reach but a deeper level of engagement with users, if brands have the cash.
The first announcement of the change came September 25 by Geoffrey Colon, Social@Ogilvy’s VP of Digital Strategy. It has been recently confirmed by a study administered by Socialbakers on October 9.
But the algorithm change hasn’t had a major effect on overall performance. While less is being seen, what is in user news feeds seems to evoke a deeper level engagement. It’s getting there that has gotten more difficult.
The best way to reach audiences seems to be a more sophisticated paid promotion approach with the same social mantra: brands need to know and understand their audience.
Global Managing Director of We Are Social, Robin Grant stated, “Facebook’s changes mean brands need to shift to creating social content that is ‘as engaging as the posts you see from friends and family’ and supplement this with a sophisticated paid promotion strategy.”
Facebook confirms it.
A Facebook spokesperson stated, “We’re continuing to optimize News Feed to show the posts that people are most likely to engage with, ensuring they see the most interesting stories. This aligns with our vision that all content should be as engaging as the posts you see from friends and family.”
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