How Brands are Reacting to Facebook's Algorithm Change

DESPITE BRANDS POSTING 38% MORE CONTENT AFTER THE JANUARY ALGORITHM CHANGE BRANDS ARE SEEING DECREASES IN ENGAGEMENT ON FACEBOOK PERCENTAGE CHANGE IN ENGAGEMENT AFTER ALGORITHM UPDATE -11.14% +0.12% -15.59% -16.52% -83.59% +5.22% -81.91% 0-50K 50-100K 100K-250K 250K-500K 500-750K 750K-1M 1M+ Fan Base Size PHOTOS DO NOT ALWAYS EQUAL MORE ENGAGEMENT The trend divides at 250K fans MORE THAN 250K FANS PHOTO POST ENGAGEMENT STATUS POST ENGAGEMENT LESS THAN 250K FANS STATUS POST ENGAGEMENT PHOTO POST ENGAGEMENT WHAT POSTS PROMPT THE MOST ENGAGEMENT DEPENDS ON FAN BASE SIZE POST TYPES WITH HIGHEST ENGAGEMENT RATES POST TYPES FAN BASE WITH LOWEST ENGAGEMENT RATES - 50K WHILE ALL P0ST TYPES HAD DECREASES IN ER, ALBUMS, STATUS-ONLY AND VIDEOS, WERE HIT THE HARDEST 50K – 100K N/A 100K – 250K 250K – 500K 500K – 750K 750K 1M 1M+ A STATUS 2 LINKS VIDEOS PHOTOS WHAT SHOULD BRANDS DO? FAN BASE SIZE DOES MATTER QUALITY OVER QUANTITY Plan content based on what works well for your community. Focus on high-quality content and consider promoting it to reach a larger number of fans As the Facebook algorithm constantly changes, these metrics will need to be evaluated on an on-going basis so that brands are able to maximize performance for greatest visibility. icrossing// www.icrossing.com