Just about everybody is already aware of Facebook’s algorithm change earlier this year, but until now, the extent of its effects remains uncertain. After all, less organic reach doesn’t simply mean less organic reach; it affects the other areas of measurement as well, since less people seeing your post mean less people getting the chance to engage with your posts, share them, visit your page, etc.
One particular thing we’ve noticed is that some posts manage to garner a good amount of post clicks and reacts despite not getting too much reach. While a good amount of post engagement isn’t really a bad thing, it still makes one wonder how less reach allows for such. Moreover, it can lead business owners to become concerned about the state of their posts.
Comparing the stats
Before the algorithm changes came along, engagement-heavy posts were typically proportionate in terms of the post’s reach vs. the post clicks and the reactions. Posts with a good amount of engagements were matched with a healthy post reach.
Recently, however, posts with a high level of engagements don’t necessarily mean they got a lot of reach as well. According to the stats, posts as of late manage to get in a hefty number of engagements even if they don’t show up on many feeds.
Why is this happening?
Facebook has actually released previous statements on their intention of tweaking how post reach is measured as early as late 2016 and again in February of this year when they began implementing it.
According to them, rather than counting reach as how many times a post appears on your feed as you refresh it, which they used to do, reach is now only counted when it actually appears on a user’s screen, what Facebook calls “viewable impressions.”
Due to this stricter parameter for measuring reach, Facebook says a significantly lower organic reach is to be expected, but that users don’t have to worry about other factors getting affected in terms of engagement as how they are measured are apparently to remain as is.
Apart from this, there is no other plausible explanation for the rather disproportionate statistics we’ve been seeing, and Facebook is yet to announce fresh news regarding any more algorithm changes. Social media managers can only continue experimenting with their posts and try to see whether any further noticeable changes can be observed.
Watch out for what’s to come
With a lot of businesses having adjusted their strategies to fit the earlier algorithm change, it would be smart for businesses to regularly note similar algorithm changes on Facebook and other social media platforms as part of their social media management in order to avoid any unnecessary panic.
Working with a reliable and experienced social media agency can be of great help as your social media team can stay on top of things for you and make sure your strategy is always updated to match matters such as algorithm changes, not only when it comes to the actual posting, but with the creation of the content as well.
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