Is this the end of my fb page?
Over the last few weeks, I began to notice an odd trend on my facebook page..
The “Total Reach” of my posts began to show a marked drop in numbers (see the first 2 images).
While I am aware that fb rarely manages to “show” my updates/posts to *all* the members of my page (see the 3rd image), the drop was puzzling…Late last week, it got worse. The “Total Reach” of the last few posts very clearly showed an alarming – and almost steady – decrease in numbers, from ~20% to less than 2%!Â
What was striking was not the decrease itself (the numbers always fluctuate a bit depending on the content of my update, time it was posted, whether it was shared by a lot of readers etc..), but the dramatic fall in the figures. This image shows just how dramatic.
This was certainly not normal. So I did a bit of digging around..Sure enough, facebook appears to be downgrading pages that do not advertise or “boost” their posts on facebook. Apparently, quite a few “page administrators..have seen their posts go from reaching about 16 percent of users.. to 2 percent to 3 percent“. Now, I can understand why they started doing this (there must be something “extra” that a guy who pays gets, no?) but what annoyed me was the way it seems to have been done – almost in stealth, without any notice of intent or whatsoever.
If these numbers persist, I have to seriously question the use of this channel. I have no intention to advertise my page on facebook (at least in the near term) and no intent to artificially “boost” my posts either. A part of me still hopes that I am wrong – and this is perhaps just an aberration – but after reading the links above, I am not hopeful.
While I think through the various options, those of you who are reading this may wish to “subscribe” by email to my facebook posts (yes, this is possible) by clicking on this link. This way, you are not dependent on fb to “show” my posts to you when you log in. In fact, since my update will be delivered straight to your inbox, you would not have to log in to facebook either. You could also “highlight” my page so that you see all my posts.
Please do let me know (i) if you have been missing some of my recent updates (ii) if you have had this experience with other pages and (iii) ideas you may have to deal with this unexpected hiccup. By the way, this could not have been better (read worse) timed – just as the general elections get in their final phase…Sigh.
Related Posts: Pl help share the love…
Below, a brief exchange on the fb post:
Chetan Bharat: 🙂 awesome blame on Facebook. Look at your few posts and analyze them what you have done…
My response: Chetan: Did you read the full post – specifically the links to the “Slate” article and David Cohen’s piece?
I have seen enough of fb “Insights” data to know this pattern is not “normal”.
But if you think content alone is to blame (I don’t think so), help me understand why Atanu Dey’s excellent article, or Ghazala Wahab’s piece in ET, or the post on Bhagat Singhm or Water Wars – *all* had less “reach” than my short post on “What India needs…”
I know you disagree with a lot of what I write..
But after almost 10 years of blogging, I think I do know a little bit about my readers..(and a bit about what makes for compelling content). Don’t you think?
I guess your conclusions must be right. FB would certainly have become reticent about showing your posts. I noticed something similar.
FB drastically shrunk the number of posts it showed to me! Reason? I only used FB for a specific purpose – for the benefit of students and I never post any ‘social’ stuff on it. FB doesn’t like me as a result. Funnily, it shows its dislike by showing me minimal posts! It suits me. I rarely visit FB anyway.
BTW, doesn’t your business background make you fancy launching an Indian social networking site?
Thanks for sharing your experience, Prakash..
**
More from fb:
Desi Remixx: The steep drop in the visits to your page is due to your ill advised badly planned disastrous AAM foray. You literally shot yourself in the foot there. While you have realised it wasn’t the best place for you and have started afresh it has shaken the faith of many in your sagacity. That a man of such wisdom could actually fall for a cheap dramatist like Kujliwal. We do read your posts but for you to reach normal traffic it will take time… So don’t blame it on FB… You know who’s at fault
My Response: Desi: Not sure of your hypothesis.
The average “reach” has stayed fairly constant over time (except until recently).
It has been within the range of 10%-15% over 2013 and the same over the 6 months between Sept ’13 – Mar ’14 (pre and post-AAP). and even up until mid-March..
Oh, and I forgot to mention. FB actually says ‘Nothing more to show’ when I login and read posts, especially if I haven’t posted anything for a month or so.
In reponse to DesiRemixx above:
Actually Shantanu, my respect for you has only increased after your exit from AAP. There was indeed a doubt that AAP was not all it seemed to be, but instead of relying on the initial analysis (even if was correct), you took a bold step of actually doing something about it and joined the party to get a first hand experience. And you exited when you found the party lacking. That was indeed a true testament to your moral integrity and character. Whatever you say now about the APP comes out of a real experience and not just arm-chair analysis. I supported you then and I continue to support you now.
CC
Excerpts from Why You Should Forget Facebook by Jeff Bullas:
…
Facebook is pushing you to advertise. To promote your post is now just a couple of clicks. Easy but it costs. One of the motivators to use Facebook as a page is now almost zero.Is there any point to chasing likes except for “social proofâ€. Some research is showing that only 4% or less of people are seeing your page updates in their newsfeeds when you post on Facebook. Here is some research from the 4129 agency on ZDnet.com showing the decline in just 12 months from 2012 to 2013.
It appears that in 2014 that organic reach is still in freefall. Zero is maybe not an unrealistic expectation. Is that possible? Jason Loehr, director of global media and digital marketing at Brown-Forman which owns the brands Jack Daniels and Southern Comfort thinks so.
The Ignite Social Media agency did an analysis in December 2013 and saw a 44% drop in brands organic reach in just 12 days.
…
This big drop in organic reach is making brands such as Jack Daniels and Southern Comfort concentrating more on their “owned†channels such as websites, blogs and email.
Some companies such as Charity Engine are quitting Facebook. Is the age of free social media traffic from building fans and followers over?
Facebook is a leased digital property. You’re at their mercy and their aggressively tweaked news feed algorithm.
Also read What happens when you break up with facebook: Nothing” and don’t miss “A Breakup Letter to Facebook from Eat24“