Social media marketing firm Komfo studied more than 3,500 pages between March 10 and April 10.
Facebook began removing deactivated and memorialized accounts from pages’ like counts March 12, and it also announced changes to its News Feed algorithm last month to emphasize content from friends over fare from pages.
- The average page in its study saw its like count fall 3.3 percent, and the pages lost 7,705,248 fans combined.
- The average percentage of likes lost was fairly consistent across all page sizes.
- There was no significant effect on pages’ engagement and reach.
All of these updates were said to potentially lead to even less organic reach for brand pages. But when we had a closer look at the 3,643 brand pages analyzed during the period of three weeks before, during and after the announcement, we found that there was no significant change in the organic reach so far. There were some fluctuations of that metric, but no clear trend, so this shouldn’t worry social media managers.
This doesn’t change the fact that we still believe that Facebook advertising is the key in any distribution strategy on Facebook. You have to invest in advertising in order to get the needed attention in News Feed.
The changes also support the fact that Facebook is still a great place to build your community, and if you earn your fans’ loyalty, no change in algorithms will harm that relationship. Activate social loyalty and it will soon convert your efforts into sales.
Readers: What did you think of Komfo’s findings?