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Media publishers on Facebook see 42% drop in reach

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What does the number 42 mean to you? (If you're a nerd of a certain age it means this -Ed.) To publishers on Facebook it represents the decrease in reach their content has seen since the beginning of the year:

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The drop is a result of publishers pushing out more posts but seeing reach remain flat. SocialFlow CEO Jim Anderson posited the following:

It’s tough to tell what exactly caused the shift at the beginning of the year, but Anderson mentioned a few possibilities: Facebook’s algorithm might be adjusting to give more prominence to personal posts–a way to prevent the reported decrease in engagement on the platform–or it could be that the algorithm is choosing to only show users a limited number of posts from any given publisher to prevent newsfeed overload.

For most marketers this is something to watch for but not to worry about. Check both your organic and sponsored posts to see if your reach has changed. If it has talk to your social media folks, there are always solutions to Facebook algorithm changes.

Source: AdWeek

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